Rudi Entdecker — Brand Guidelines

02 · Character

A boy who reads the city.

Close portrait of Rudi with hat, wide eyes and rosy cheeks

Close portrait · 1500 × 2230 px · 300 ppi

Rudi is round, warm and clearly drawn — closer to a studio film than to clip art. The hat is his mark, the cheeks his warmth, the gaze his question.

Silhouette: Large head, short body, soft hands. Instantly readable, even as a pictogram.
Clothes: Stone bucket hat, grey scarf, utility jacket, marine shirt, rolled jeans, pale sneakers.
Backpack: Cognac leather, two buckles. The sign of his independence — he walks alone.
Expression: Large brown eyes, a slight smile, coral on the cheeks. Never smirking, never afraid.

Curiosity

Rudi stops when something is new. Questions are how every lesson begins.

Independence

He goes his own way — and stays open. Responsibility without hardness.

Discovery

The city, the letter, the number: everything is a street you can walk.

Analogue and digital

Book, pen and tablet belong together. Neither replaces the other.

03 · Story

Out on his own — until learning finds him.

Clips

Rudi

Rudi is often alone. His parents work a lot. That is why he grew independent early: he walks to school by himself, takes responsibility, tidies up, copes.

When the day opens up, the city pulls him out. He walks the streets, pauses at houses, studies signs, numbers, letters he cannot quite decode yet. He dreams of learning to read, write and count properly. The tools are missing.

One day a gift box lies on his path. Inside: a tablet, a book, a pen. Not magic that replaces the work — a tool that joins analogue practice with new technology.

That is how Rudi’s journey begins: learning through play, with AI and by hand, in a way he has never known.

Full figure, front

Default pose. Jacket, scarf, backpack straps, rolled jeans, sneakers.

Close portrait

Iconic face. Gaze up and left, a slight smile, hat and scarf.

The street

Empty sunny alley, cobbles in the foreground. A stage for your own scenes.

The box

Gift alone on the street. Gold ribbon, pastel diamonds.

With learning tools

Tablet in the right hand, book and pen in the left. A quiet smile.

Joy

Open laugh, book and tablet side by side. The moment of discovery.

Gift storyboard

Three beats: find, wonder, lift. Landscape for sequence and lesson openers.

Rudi walks, finds the gift, discovers the tablet.

Opening the gift

Rudi finds the box, kneels, unties the ribbon, lifts tablet, book and pen.

Clips

Robbi

Robbi is a friendly, round robot. He walks and discovers like Rudi, is independent and wants to help. He is often overlooked, so he is sometimes sad. He wishes for a friend.

On a walk he meets Rudi with a book, a pen and a tablet. Robbi notices that practice is still hard, and he helps. They become friends and learn from each other. Rudi remains the main character.

Robbi

Facing us on the cobblestone street.

Robbi in profile

Side view, silver head, blue vest.

Robbi sad

Often overlooked.

Robbi laughing

Silver head, marine-blue jacket.

Robbi with Rudi

Two friends on the street.

Three short clips. Rudi remains the main character, Robbi the companion. No sign, no app entry.

Robbi alone

Robbi sad on the street.

Robbi meets Rudi

Meeting, waving.

Rudi and Robbi, friends

Walking together, a hug, lockup.

Rufus

Rufus is a small, lively dog on a journey of discovery.

He meets Rudi and Robbi. Two friends become a trio: “Rudi, Robbi & Rufus”.

Rudi remains the main character. Robbi and Rufus are companions.

Not part of the learning game.

Rufus

Facing us, on the cobblestone street.

Rufus in profile

Side view.

Rufus from behind

Looking down the street.

Collar

The collar on the cobbles.

Trio

Rufus, Rudi and Robbi.

Rufus meets Rudi and Robbi

Meeting, walking together, lockup.

04 · Color

Stone, Marine, Coral — the street in the afternoon.

Five core colors carry the brand. Five supporting colors tell the clothes, the backpack and the find. Pantone values are approximations, not licensed matches.

Core colors

GroundPaper

Page backgrounds, worksheets, quiet large fields. Never as text.

Pantone Warm Gray 1 U · approx.

Text / logoInk

Body copy, wordmark, icons. Do not set on Marine or on Ink itself.

Pantone Black 6 C · approx.

PrimaryStone

Hat, mark, chapter ticks, quiet fields. Rudi’s iconic color.

Pantone 7530 C · approx.

Depth / chaptersMarine

Cover fields, footers, serious teaching content. Paper or white type on it.

Pantone 5405 C · approx.

AccentCoral

Cheeks, CTAs, cues, moments of discovery. Spare — never more than 10 % of a surface.

Pantone 7618 C · approx.

Supporting and story colors

SupportDenim

Trousers, reading diagrams. Illustration and infographic only.

Pantone 5415 C · approx.

SupportCognac

Backpack, warm wood and leather notes in scenes.

Pantone 4635 C · approx.

SupportSand

Cobblestones, secondary fields, rules on Paper.

Pantone 7535 C · approx.

SupportSky

Setting, arithmetic infographic, quiet illustration.

Pantone 543 C · approx.

Story colorDiscovery

Gift ribbon, sparkles, the magic of the find. Never as UI chrome or a CTA.

Pantone 7407 C · approx.

Combinations

Aa

Paper on Ink

Body text, worksheets

Aa

Marine, Paper on top

Covers, chapters, posters

Aa

Paper, Coral as a point

CTA, discovery, the cheek

Never use Coral or Gold as large backgrounds. Gold belongs only in the gift story — not on buttons, navigation or charts. Ink on Paper meets WCAG AAA, Marine on Paper AAA, Coral on Paper at least AA for large type.

05 · Typography

Fraunces speaks. Figtree explains.

Two families, both SIL Open Font License. Display with optical size for print, a humanist sans with high readability for years 1–4.

Display · Print & cover

Fraunces

Soft 20 · Wonk 0.35 · opsz auto

A warm antique with optical size. Soft and a little wilful on a cover — quiet in 11-point sublines. Never in long task copy.

Rudi finds a book, a pencil and a tablet.

Text · UI & teaching

Figtree

wght 300–900 · italic

Humanist sans, open counters, clear diacritics. Body 17 px on screen, 11–12 pt in print. Tasks in weight 500.

Rudi practises letters and numbers — twelve steps through town.

Type sample

Rudi discovers letters, numbers and the city.

Web scale

Display XL4.5rem / 72 px · 500 · Covers, campaigns
Display L3rem / 48 px · 500 · Chapters
Title2.25rem / 36 px · 500 · Page H1
Subhead1.75rem / 28 px · 500 · Section H2
Heading1.25rem / 20 px · 600 · H3, cards
Body1.0625rem / 17 px · 400 · Paragraphs, teaching
Small0.875rem / 14 px · 500 · Meta, navigation
Caption0.75rem / 12 px · 500 · Credits, OFL

Print scale

Cover48 pt · Fraunces 500, opsz 48 · Cover, poster
Chapter28 pt · Fraunces 500, opsz 28 · Section openings
Title18 pt · Fraunces 500, opsz 18 · Worksheet heads
Body11 pt · Figtree 400 · Teaching texts, letters
Tasks12 pt · Figtree 500 · Year 1–4 assignments
Legend8 pt · Figtree 500 · Sources, captions
Running title8 pt · Figtree 500, +80 tracking · Header / footer

Variable fonts: InDesign, Affinity Publisher, Illustrator and current browsers. WOFF2 for web, TTF for prepress. Licence: OFL 1.1, included in the kit.

06 · Mark

A hat. A dot of Coral. The name.

Outwardly the name is Rudi Entdecker. The mark is geometric and type-independent. The wordmark is Fraunces. Neither sits at an angle, with a drop shadow, or hard-cropped onto photos.

Mark on Paper

Mark inverse

RudiEntdecker

Outward name lockup

Cover lockup

RudiEntdecker

Discover · Learn · Write

Clear space

Leave at least the brim’s width around the mark. Wordmark no smaller than 24 px on screen, 8 mm in print. Mark no smaller than 16 px / 6 mm.

dashed = minimum distance
Corner radius of the mark: 25 %

SVG wordmark SVG lockup PNG Wortmarke PNG Lockup SVG mark SVG inverse PNG 1024 PNG 300 ppi / 5 cm

07 · Character set

Every still, print-ready.

17 images, native 1500 × 2230 px (storyboard 1500 × 844). As 300 ppi JPEGs that is 127 × 189 mm — worksheet, card, A5. Tap to open the preview and download.

Full figure, side
Mid-stride, looking right. Backpack volume and silhouette.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Full figure, back
Hat from behind, buckled backpack, on his way into the city.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Everyday, no jacket
Marine sweater, hat, jeans. For warmer scenes and simpler collages.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Backpack, front
Cognac, two buckles, front pocket, side pouches, carry handle.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Backpack, side

Profile with strap and side pocket. For technical drawings and collages.

1500 × 2230 · 127 × 189 mm @ 300 ppi

Backpack, back
Mesh back panel, adjustable straps, buckles. The comfortable side.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Sneakers
A pair on the cobbles. Stone upper, pale toe cap, white sole.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Book and pen
Grey linen book, silver ballpoint. The analogue tool.
1500 × 2230 · 127 × 189 mm @ 300 ppi

Tablet, back

Silver body, a single camera. Neutral, no brand logo.

1500 × 2230 · 127 × 189 mm @ 300 ppi

Tablet, display
Black screen, ready for your own content, apps, tasks.
1500 × 2230 · 127 × 189 mm @ 300 ppi

08 · Motion

Fifteen seconds of city. A gift. A beginning.

Three clips, 1080p, with English audio. For the lesson opener — not as a corridor loop. Captions ship as VTT.

0:13 · HD · Portrait

Opening the gift

Rudi finds the box, kneels, unties the ribbon, lifts tablet, book and pen.

Download MP4

09 · Usage

Rudi belongs in the lesson — not on every product.

For worksheets, board work, digital exercises, parent letters and small posters. Always with space, always in Fraunces/Figtree, always as a child.

Do

Leave room
Let Rudi breathe. On worksheets keep at least 12 mm from the type area.
Lead the eye
Rudi’s gaze points where the task goes. Front-on for address, profile for discovery.
Hold the type
Only Fraunces and Figtree. No Comic Sans, no fake school-cursive as display.
Check the print
Images are 300 ppi at 127 × 189 mm. Use as illustration on A4, do not scale full-bleed.

Don’t

Don’t distort
Do not stretch, squash or force Rudi into foreign proportions. Head stays round, eyes large.
Don’t recolor
Hat stays Stone, jacket stays grey, shirt stays Marine. No neon variants, no purple.
Don’t make him adult
No realistic portraits, no dark themes, no ads with prices or brand logos.
Don’t drop the context
Rudi stands for learning in years 1–4. Not for products, politics or commercial campaigns.

Worksheet

Rudi top-left as companion, task in Figtree 12 pt, title in Fraunces 18 pt. 12 mm margin.

Digital exercise

Portrait as avatar, Coral only on the active element. The tablet screen may show your own app UI.

Parent note

Marine head, Paper body, wordmark 8 mm. No gift-gold foil, no comic speech bubbles.

10 · Downloads

Everything typesetting and print need.

Print JPEGs with an embedded 300 ppi flag, variable TTFs for prepress, WOFF2 for the web, SVG marks. Non-commercial, for this teaching project only.

Print and game packs on request / locally. The app loads graphics directly from /assets/game/.

Rudi Entdecker conceptPPTX · 14 slides · 16:9 · no effects Rudi Entdecker conceptPrint PDF · 14 slides · 16:9

Writing booklet, stage CFingers · Pen · own handwriting · DE/ENAnalog booklet for the book, the pen and the app. Worksheets printable one by one. Not a substitute for the game, and no assessment of a child’s handwriting.Open flipbook

X banner and app card

Brand lockup Rudi Entdecker — same as the homepage. For X, link previews and the app. The DE/EN switch changes the language version.

X banner1500 × 500 · JPEG

App card1200 × 630 · JPEG

Web files (WOFF2)

11 · Game assets

What the app loads from here.

Game assets, stage A, version 11 — one package for the app rudi-entdecker.grok.me. 26 signs. Robbi is a companion in the story, not a sign.

Sign path, book path and number path. The same character, the same palette. The app wires these files and does not redraw Rudi. Stage B uses the same files and only adds tasks, not a second visual world. Robbi, the round robot, is the friend in the pack — a companion, not a replacement. Rudi remains the main character.

manifest.json

Print and game packs on request / locally. The app loads graphics directly from /assets/game/.

Signs folder for the app: /assets/game/schilder/

Manifest: /assets/game/manifest.json