Mastra Brand Guidelines

Overview

Access Mastra's brand identity, style resources, and writing guidelines.

Keywords: branding, Mastra brand, documentation style, visual identity, brand colors, typography, writing guidelines, technical writing

Writing Style Guidelines

Voice & Tone

Mastra's documentation is written for engineers, not marketers. Focus on implementation details and technical precision.

Core principles:

Technical and direct
Implementation-first, benefit-second
Factual and descriptive
No marketing fluff or superlatives
Clear code examples

What to AVOID

❌ Marketing adjectives:

"powerful", "built-in", "complete", "out-of-the-box", "hands-on"

❌ Enthusiasm language:

"Check out", "Learn more", "Explore", "essential", "offers"

❌ Marketing jargon:

"your needs", "production-ready", "makes it easy", "choose the right...solution"

❌ Vague benefit phrases:

"without changing your code", "automatically handles"

❌ Generic benefit-focused sentences that glide between benefits without diving into details

What to DO

✅ Use technical descriptions:

State what features exist and how they work
Provide specific implementation details
Use concrete code examples
Explain mechanisms, not just benefits

✅ Good examples:

"Agents use LLMs and tools to solve open-ended tasks. They reason about goals, decide which tools to use, retain conversation memory, and iterate internally until the model emits a final answer."
"Mastra requires a storage provider to persist memory and supports three types: PostgreSQL, LibSQL, and Redis."

✅ Formatting rules:

All H1 headings use title case (e.g., "Getting Started", "Human In-the-Loop Workflow")
Code examples should be practical and runnable
Keep explanations concise and specific

Brand Colors

Light Mode

Primary Green:

Primary: #0d8020
Dark: #0b6e1b
Darker: #0a6619
Darkest: #085314
Light: #177326
Lighter: #198128
Lightest: #1f9d2f

Green Accents:

Accent: hsl(143, 97%, 54%)
Accent 2: hsla(125, 66%, 50%, 1)
Accent 3: hsla(143, 97%, 24%, 1)
Muted: #84d291
Code: #177326

Text Colors:

Primary: #0a0a0a
Secondary: #141414
Tertiary: #5f5f5f
Quaternary: #7f7e7e
Muted: #8f8f8f

Surface Colors:

Surface 1: #f0f0f0
Surface 2: #f2f2f2
Surface 3: #ededed
Surface 4: #ebebeb

Borders:

Border: #ccc
Border Subtle: hsla(0, 0%, 80%, 1)
Border Code: #b8b8b8

Background:

Background: #fafafa

Dark Mode

Primary Green:

Primary: hsl(143, 97%, 54%)
Dark: #2aed73
Darker: #1fea6a
Darkest: #16c858
Light: #62f69d
Lighter: #77f7ab
Lightest: #a1fac7

Green Accents:

Accent: hsl(143, 97%, 54%)
Accent 2: hsla(125, 66%, 50%, 1)

Text Colors:

Primary: #ffffff
Secondary: #e6e6e6
Tertiary: #939393
Quaternary: #707070

Surface Colors:

Surface 1: hsla(0, 0%, 8%, 1)
Surface 2: hsla(0, 0%, 10%, 1)
Surface 3: #121212
Surface 4: #171717

Borders:

Border: #343434
Border Subtle: hsla(0, 0%, 19%, 1)
Border Code: hsla(0, 0%, 26%, 1)

Background:

Background: #050505
Code Background: #171717

Syntax Highlighting

Light Mode:

String: #158d29
Keyword: #d81717
Function: #9829c7
Comment: #939393
Variable: #0a0a0a
Inserted: #177326
Deleted: #d81717

Dark Mode:

String: #46f488
Keyword: #fa7b6a
Function: #d06bee
Comment: #939393
Variable: #fff
Inserted: #62f69d
Deleted: #d81717

Typography

Fonts

Primary Font:

Family: "Inter", -apple-system, BlinkMacSystemFont, "Segoe UI", "Roboto", "Oxygen", "Ubuntu", "Cantarell", "Fira Sans", "Droid Sans", "Helvetica Neue", sans-serif
Use for body text and UI elements

Monospace Font:

Family: "Geist Mono", "Menlo", "Monaco", "Courier New", monospace
Use for code blocks and inline code

Font Sizes

H1: 2.25rem (36px)
H2: 1.8rem (28.8px)
H3: 1.25rem (20px)
H4: 1.2rem (19.2px)
H5: 1rem (16px)
H6: 0.875rem (14px)
Base: 16px
Code: 0.875rem (14px)

Typography Rules

Line height: 1.6 for body text
Letter spacing: -0.028em for headings
H2 and H3 headings have bottom borders
Code font weight: 500

Key Features (Technical Descriptions)

When describing Mastra features, use these technical, factual descriptions:

Agents:

"Agents use LLMs and tools to solve open-ended tasks. They reason about goals, decide which tools to use, retain conversation memory, and iterate internally until the model emits a final answer or an optional stop condition is met."

Memory:

"Memory gives your agent coherence across interactions and allows it to improve over time by retaining relevant information from past conversations."

Workflows:

"Workflows let you define complex sequences of tasks using clear, structured steps rather than relying on the reasoning of a single agent."

Tools:

"Tools are functions that agents can execute. They extend agent capabilities by providing access to external systems, databases, APIs, or custom logic."

Examples of Good vs Bad Writing

❌ BAD (Marketing-focused):

"This makes it easy to build AI applications that maintain meaningful conversations and remember important details, whether you're building a simple chatbot or a sophisticated AI assistant."

✅ GOOD (Technical, specific):

"Agents use a thread-based memory system. Each thread maintains conversation history and can optionally enable semantic recall to retrieve relevant context from past interactions using vector search."

❌ BAD (Vague benefits):

"Mastra makes it easy to deploy your AI agents to production without changing your code."

✅ GOOD (Specific implementation):

"Deploy agents using framework-agnostic adapters. The deployer package provides integrations for Vercel, Netlify, and Cloudflare Workers."

Usage Guidelines

When to Apply Brand Colors

Documentation websites
Code examples with syntax highlighting
Diagrams and flowcharts
UI components
Marketing materials

When to Apply Writing Style

All documentation (docs.mastra.ai)
README files
Code comments describing features
API reference documentation
Tutorial content
Blog posts about technical features

When NOT to Apply Writing Guidelines

Marketing website copy (more flexibility allowed)
Social media posts (can be more casual)
Internal team communications
User-facing error messages (prioritize clarity)

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