1. Positioning
Full Marks Press publishes exam companions for university modules in AI, machine learning, large language models, and transformer architectures. Every guide is written by practitioners who work with these systems, kept current with the field, and pitched at both undergraduate and postgraduate level. Responsible AI is treated as core course material, woven through every chapter rather than bolted on as an appendix.
One-line statement: Practitioner-written exam companions for AI and machine learning modules, current enough to trust and rigorous enough to earn the grade.
2. The Name
Full Marks is the mark every student is aiming for. It signals ambition and outcome in two words: this is the guide you buy when you want the top of the mark scheme, and it also means the content itself must be beyond reproach.
Press positions us as a proper study-guide imprint. It is a word librarians, module leaders and reading-list compilers recognise and stock. It says publisher, catalogue, editions and editorial standards.
Together: an imprint whose name is the result it exists to produce.
3. Tagline
Primary:
Aim for full marks.
Alternates:
- Revision that keeps pace with the field.
- Written by people who build these systems.
- Exam-ready. Industry-current.
Use one tagline per surface. Do not stack them.
4. Logo
Concept: A wordmark, "FULL MARKS PRESS", set in the display face, with a single tick mark integrated into the design. The tick sits inside a small square to the left of the wordmark, echoing a marked answer box on an exam script. The tick is the only pictorial element and doubles as the standalone icon for favicons, spine marks and social avatars.
Usage notes
- Light backgrounds: Ink Navy wordmark, Mark Green tick.
- Dark backgrounds: Chalk White wordmark, Mark Green tick. If Mark Green fails contrast checks on a given dark surface, the tick may also render in Chalk White.
- Minimum clear space: the height of the tick box on all sides.
- Minimum size: 24px height on screen, 8mm in print.
- Never recolour the wordmark outside the palette, never rotate, never place the logo over photography or busy diagrams, never separate the tick from its box in the full lockup.
- The tick-in-box icon may be used alone only where the brand is already established on the page or product.
5. Colour Palette
Ink Navy#101C33Primary. Wordmark, headings, cover grounds, dark UI surfaces. The colour of serious print.
Chalk White#F7F5F0Primary background. Page grounds, light UI, reversed type on navy. Warm rather than clinical.
Mark Green#1E9E6ASignature accent. The tick, correct answers in worked examples, links, calls to action. Used with intent, never as decoration.
Red Pen#C8372DCorrections and cautions. Common exam mistakes, misconception callouts, Responsible AI warnings. Sparing by design.
Highlighter#FFD84DEmphasis. Key definitions, must-know formulae, revision flags. Treat like an actual highlighter: too much and it means nothing.
Graphite#4A5568Secondary text, captions, diagram labels, table rules, muted UI states.
Ratio guidance
Roughly 60 percent Chalk White, 25 percent Ink Navy, with Mark Green, Red Pen, Highlighter and Graphite sharing the remainder. Green and red carry semantic meaning (correct versus mistaken) and must never be swapped for aesthetic reasons.
6. Typography
Display: Fraunces (or equivalent high-contrast serif)
Aim for full marks.
Weights: SemiBold and Black. Used for covers, series titles, chapter openers and headline web copy. It carries academic weight without looking dusty.
Body: Inter
Regular for body copy, Medium for subheadings and emphasis, SemiBold for labels and UI. Set body text at 16px minimum on screen, 10 to 11pt in print, with generous line height (1.5 or above). Study guides get read for hours; legibility outranks style.
Code and notation: JetBrains Mono
attention = softmax(QK^T / sqrt(d_k)) V
Regular weight for code samples, tensor shapes, hyperparameters and inline technical tokens. Always distinguishable from body text at a glance.
Rules
- Fraunces never appears in body copy. Inter never appears on a cover title.
- Mathematical notation follows standard typesetting conventions and is never faked with body-font characters.
- No additional typefaces on any surface.
7. Voice and Tone
Full Marks Press sounds like the sharpest teaching assistant on the module: someone who works in the field, knows exactly what the examiner wants, and respects the reader's intelligence.
We are
- Sharp. Every sentence earns its place. We compress, we clarify, we cut.
- Current. We name the architectures, papers and techniques that matter this academic year, and we date our claims.
- Credible. Practitioner-authored means we say how things actually behave in production, including where the textbook simplification breaks down.
- Aspirational. We assume the reader wants the top mark and we write to that standard.
We are never
- Childish. No cartoon mascots, no "AI made easy!" framing, no exclamation-mark cheerleading.
- Corporate-bland. No mission-statement filler, no vague talk of "innovation" or "excellence".
- Falsely certain. Where the field is unsettled, we say so and cite accordingly.
Messaging Pillars
1. Written by practitioners.
Our authors build, train and evaluate these systems professionally. The guides reflect how the technology actually works, and they flag where lecture-slide simplifications will cost marks at postgraduate level.
2. Current by design.
AI modules move faster than traditional textbooks. Each guide states its edition date, tracks the syllabus as taught now, and is revised on a published schedule.
3. Responsible AI is course material.
Bias, evaluation limits, safety and governance appear inside the relevant technical chapters, because that is where examiners increasingly put them and where practitioners actually encounter them.
8. Do's and Don'ts
Do
- Write in British English throughout all published material.
- Cite sources for empirical claims, benchmark figures and paper references.
- State the edition date and syllabus year prominently on every guide.
- Show worked examples with the marking logic made explicit.
- Use Mark Green for correct reasoning and Red Pen for common errors, consistently.
- Name real architectures, real papers and real techniques precisely.
- Credit VerityAI as the publishing banner in imprint pages and footers.
Don't
- Promise grades. "Aim for full marks" is an ambition we equip, never a guarantee we make.
- Use decorative jargon or buzzwords in place of precise technical language.
- Publish undated technical claims in a field that moves this quickly.
- Talk down to undergraduates or pad content for postgraduates.
- Confine Responsible AI to a final chapter or a sidebar.
- Use humour that trivialises exam pressure; students are under real strain and the brand respects that.
- Let marketing copy make technical claims the guides themselves would not support.
9. Imagery and Diagram Style
Full Marks Press is a diagram-first brand. Photography is rare; when used, it shows real study contexts (annotated notes, marked scripts, a laptop with actual code) and never stock imagery of glowing brains, humanoid robots or blue circuit-board abstractions.
Diagram principles
- Flat, labelled, honest. Architecture diagrams (attention blocks, encoder-decoder stacks, training loops) use flat rectangles and arrows in Ink Navy and Graphite on Chalk White, with Mark Green reserved for the component under discussion.
- Built to be redrawn. Every diagram should be simple enough for a student to reproduce from memory in an exam. If it cannot be sketched in 60 seconds, it gets simplified or split.
- Annotated like a marker's script. Margin callouts in Red Pen flag common mistakes; Highlighter tints mark definitions the mark scheme rewards.
- Real data where possible. Plots and attention visualisations come from actual runs, with the source stated. Illustrative sketches are labelled as illustrative.
- Consistent notation. Tensor shapes, layer names and mathematical symbols match the conventions used in the body text and in the papers cited.
The overall effect: a page that looks like the notes of the best student on the course, typeset by a proper publisher.