Purpose
Help teams understand the competitive landscape and choose a practical next move.
Competitive clarity → Practical actionKnow the field.
Know the field.
Find your move.
An identity for the competitive analysis tool that turns research into a clear next step.
Brand: CompetitorTool
competitortool.com · Built for founders and small businesses
01 / The strategic idea
Clarity that leads somewhere.
Positioning
For founders and lean marketing teams who need a clearer competitive picture, CompetitorTool is an AI competitive analysis tool that turns competitor research into a structured dossier, SWOT analysis, and prioritized actions to close gaps or explore market opportunities.
Brand promise
Understand where you stand. Decide what to do next.
Primary audience
Primary: founders and small business owners. Secondary: marketing teams and agencies. The primary audience was confirmed by the founder; the secondary audience is a suggested expansion.
Brand character
Perceptive: notices meaningful differences. Grounded: separates evidence from interpretation. Decisive: gives a clear next step. Approachable: makes strategy understandable.
Strategic territory
Own the connection between competitive understanding and practical action. Treat this as a positioning hypothesis to validate, rather than a claim that no competitor offers it.
02 / Words that carry the brand
Know the field. Find your move.
Primary tagline
Know the field. Find your move.
Short descriptor
AI competitive analysis, built for action.
One sentence
Turn competitor research into a clear dossier, a focused SWOT analysis, and practical next steps for your business.
Homepage headline
See where you stand. Know what to do next.
Homepage supporting copy
Understand your competitors, assess your strengths and weaknesses, and turn market gaps into a practical plan.
Calls to action
Primary: Analyze competitors. Secondary: View a sample dossier. Use the sample CTA only once a real sample is available.
Three message pillars
See the field: organize competitor information into a useful dossier. Find the gaps: connect strengths, weaknesses, opportunities, and threats. Make your move: translate insights into specific actions.
Short brand story
Competitive research should help you make a decision. CompetitorTool brings the landscape into focus, organizes what matters, and helps you choose your next move. From the first dossier to the next action, the aim is clarity you can use.
03 / Voice and editorial rules
A sharp analyst. An approachable guide.
How we sound
Plainspoken, specific, measured, and constructive. Address the user as “you.” Use short sentences and concrete verbs. Explain why an insight matters before recommending action.
Recommended insight pattern
Observation → implication → suggested action. Example: “The reviewed pricing pages do not mention onboarding support. A guided start may help first-time buyers. Interview five prospects before building the offer.” This is illustrative copy, not research.
Calibrate certainty
Say “The reviewed pages suggest…” when evidence is incomplete. Say “We could not verify…” when information is missing. Do not turn missing evidence into a claim that a competitor lacks a feature.
Use / avoid
Use: evidence, competitor, opportunity, next step, tradeoff, test. Avoid: dominate, crush the competition, guaranteed growth, revolutionary AI, secret intelligence.
UI microcopy
Loading: “Building your competitive picture…” Empty state: “Add your first competitor to start your analysis.” Error: “We couldn’t read this website. Check the URL and try again.” Completion: “Your analysis is ready. Review the findings and choose your next step.”
AI disclosure
Describe AI as the method, not the authority. Proposed report note: “AI-assisted analysis. Review the sources and assumptions before making decisions.” Only promise citations or verification when the product actually supplies them.
04 / Logo system
An opening. A next move.
Symbol concept
An angular C creates an open frame; a short arrow moves through the opening. The frame represents the competitive field and the arrow represents the user’s next action. This is an original proposed concept, not a trademark clearance.
Wordmark
Use CompetitorTool as one word with capital C and T. Set the wordmark in Manrope Bold with slightly tight spacing. Never break the name across lines.
Versions
Use the ink mark on paper, white, or lime. Use the light mark on ink. Use the lime tile with ink mark for a favicon or app icon. Keep the wordmark in one color.
Clear space and size
Keep clear space equal to one quarter of the symbol height on every side. Minimum mark size: 24 px on screen or 6 mm in print. Minimum lockup width: 180 px; below that use the mark alone.
Asset notes
The symbol SVGs are vector paths and need no font. The lockup SVG contains editable text: install Manrope and convert the wordmark to outlines before final production export. Review the favicon at 16 px and use a simplified mark if necessary.
Avoid
Do not rotate, stretch, add shadows, add gradients, change the arrow direction, or put the mark on busy photographs. Do not use lime on white for fine lines or text.
05 / Color system
Grounded in ink. Activated by lime.
Ink
#172B2A
#172B2A
Paper
#F5F3EA
#F5F3EA
Lime
#D7F76B
#D7F76B
White
#FFFFFF
#FFFFFF
Muted
#526461
#526461
Border
#CAD2C9
#CAD2C9
Success
#28634B
#28634B
Warning
#865414
#865414
Error
#A53838
#A53838
Info
#285B85
#285B85
Core palette
Ink #172B2A anchors the identity. Paper #F5F3EA softens large reading surfaces. Signal Lime #D7F76B highlights the next meaningful action. White #FFFFFF supports clean report surfaces.
Supporting colors
Muted #526461 for secondary copy; Border #CAD2C9 for decorative separators. Success #28634B, Warning #865414, Error #A53838, Info #285B85 for labeled states on white.
Proportion
Aim for 65% paper and white, 25% ink, and 10% lime across marketing layouts. In the product, reserve lime for the primary action or a selected opportunity, so it retains meaning.
Accessible usage
Use ink text on lime, paper, and white. Use paper or white text on ink. Use muted text on white or paper. Lime must not be used as text on white. Decorative borders are subtle; use muted borders for input boundaries and an ink focus ring with a contrasting gap.
Meaning
Lime means emphasis, not success. Pair all state colors with text labels or icons. SWOT quadrants use headings and letter markers so they remain understandable without color.
06 / Typography and layout
Readable enough for real research.
Manrope / 400–700
Insight is the beginning.
Action is the advantage.
A clear view of your market. A practical plan for your business.
IBM PLEX MONO · DOSSIER 001 / SEPT 2026
Typeface pairing
Manrope for headings, body text, and controls. IBM Plex Mono for report IDs, dates, table labels, and compact metadata. Use monospace sparingly, not for paragraphs.
Type scale
Desktop: hero 72/76 px, H1 48/53, H2 32/38, H3 24/31, body 16/26, small 14/21, label 12/18. Use weights 400, 500, 600, and 700. Mobile hero: 40/44 px; H1: 36/40 px. Body remains at least 16 px.
Text setting
Headlines use sentence case and −0.04em tracking; body uses normal tracking. Keep prose to 60–75 characters per line. Use tabular numerals in comparisons. Avoid long stretches of uppercase text.
Grid and spacing
Use a 1200 px maximum content width, a 12-column desktop grid with 24 px gutters, and a 4-column mobile grid with 16 px gutters. Spacing scale: 4, 8, 12, 16, 24, 32, 48, 64, 96 px.
Shape and depth
8 px corners for controls, 12 px for cards, 4 px for tags. Use thin borders and surface contrast for depth. Save soft shadows for menus and dialogs.
Motion and interaction
Use 160 ms ease-out transitions for focus, selection, and disclosure. Respect reduced-motion preferences. Provide visible keyboard focus and at least 44 × 44 px touch targets.
07 / Visual language
Make the reasoning visible.
Signature graphic
Use open rectangular frames, comparison columns, and one highlighted route through a grid. The open frame echoes the logo; the highlighted route echoes the next action. Keep decorative diagrams distinct from real data.
Iconography
Use consistent 2 px outline icons on a 24 px grid. Prefer simple symbols for sources, comparisons, gaps, and actions. Add text labels to unfamiliar icons.
Photography and illustration
Lead with product screens, dossier excerpts, and restrained diagrams. If photography is needed, show people making decisions in credible working environments. Avoid robots, neon brains, chess pieces, spy imagery, and generic handshake stock.
Charts
Directly label series. Include units, source, and date where available. Use pattern, line style, or labels alongside color. Never imply precision by presenting invented scores as measured results.
Trust presentation
Recommended future report convention: distinguish observed facts, inferred implications, and proposed actions. Show source links and review dates when available. This is a design recommendation, not a claim about current functionality.
08 / Product expression
From dossier to decision.
CompetitorTool / Sample businessILLUSTRATIVE UI · NOT RESEARCH
Competitive overview
A clearer view of your next move.
Sample SWOT for a small service business.
S / Strengths
Specialist expertise in one customer segment.
W / Weaknesses
Limited evidence of results on the website.
O / Opportunities
Potential demand for a more guided start.
T / Threats
Established providers bundle related services.
Suggested next move
Test a guided onboarding offer.Interview five prospects about where they need help getting started. Use the findings to decide whether to pilot the offer.
All findings above are fictional examples. Layout and report conventions are recommendations for the product.
Information hierarchy
Proposed navigation: Overview → Competitor dossier → SWOT → Action plan. Keep a persistent business or project name visible. Use plain labels before introducing branded feature names.
Dossier component
Start with a short summary, then relevant comparisons and supporting evidence. Place source references beside the observation they support. Show an explicit “Not verified” state for uncertain data.
SWOT component
Use a four-quadrant layout on desktop and stacked sections on mobile. Strengths and weaknesses describe internal factors; opportunities and threats describe external factors. Keep the business being assessed visible.
Action card
Recommended fields: action title, rationale, supporting finding, suggested first step, and priority. If effort or impact is estimated, label it as an estimate. Avoid fake precision.
Controls
Primary: ink text on lime; hover: paper text on ink. Secondary: ink text with a muted outline. Disabled: neutral fill and explicit disabled semantics. Focus: a 3 px ink outline with a 3 px white gap. Do not rely on hover to reveal essential actions.
Report cover
Use the ink background, light wordmark, large paper headline, a small lime date or category tab, and one open-frame diagram. Interior pages use white backgrounds for reading and printing.
09 / Brand in the world
One identity, across the journey.
Website
Start with the action-oriented headline, one concise product explanation, one primary CTA, and a real report preview. Follow with the dossier → SWOT → action plan workflow. Use substantiated proof when it exists; do not invent testimonials or performance claims.
Social template
Use a paper background, a large ink observation, a small lime highlight, and the mark in a consistent corner. Educational series idea: “Your next move” — one evidence-backed competitive lesson per post.
Email and onboarding
Subject idea: “Your next move starts here.” Welcome copy: “Add your business and a competitor to begin. We’ll help you organize the landscape and identify practical next steps.” Adapt the workflow copy to the actual product.
Brand governance
Use the same name, tagline, palette, and component rules everywhere. Before shipping, check the exact public spelling, readable contrast, meaningful state labels, real supporting evidence, and consistent logo spacing.
Working assumptions
This system was created from your description. competitortool.com could not be accessed through the research tool. The founder confirmed CompetitorTool, competitortool.com, and the primary audience of founders and small business owners. No claim is made that these visuals reflect the existing site.
Typeface references
Manrope: https://fonts.google.com/specimen/Manrope · IBM Plex Mono: https://fonts.google.com/specimen/IBM+Plex+Mono. The visual guide loads these web fonts when online and uses local fallbacks when offline.
Asset library
