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 sentence 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

Company Information

Product:

• Name: Mastra
• Tagline: "TypeScript agent framework"
• Full description: "Mastra is a framework for building AI-powered applications and agents with a modern TypeScript stack."

Technical Details:

• Language: TypeScript
• License: MIT
• Target audience: Developers building AI applications
• Backed by: Y Combinator W25

Contact:

• Website: mastra.ai
• Security: security@mastra.ai
• GitHub: github.com/mastra-ai/mastra

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)