A

Three documents, one format

Chapter 11 defines the document families — proposal, brief, report. This chapter fixes the form of the ones that carry a client's numbers and end up in their hands: the business assessment, the periodic report and the read-out of a pilot. All three share the same grid, the same components and the same rules about numbers. Only the sequence of content changes.

01

Business assessment

Photographs a client's business with their own numbers, isolates the two or three that change their decisions, and closes with a phased plan. It is the document that opens a working relationship.

02

Periodic report

Same form, recurring content: what happened in the period, what the data says, what changes as a result and who does it. Pages 1, 2 and the last one never change.

03

Data read-out

The delivery of a measurement: few numbers, the method under each one, and the decision they unlock. Same grid, fewer pages.

The rule that holds it together: the document is not a presentation. Every page answers a question the client has, and every printed number must be reproducible by the reader, from the method written underneath it.

B

The page

The document is a fixed-page HTML file: one <section class="page"> is one A4 page. No automatic pagination, no content flowing from one page into the next. Whoever writes sees immediately when a page is full, because the overflow check outlines it in red on screen.

Element	Value	Why
Format	210 × 297 mm, `@page { size: A4; margin: 0 }`	Margins live in the CSS, not in the print dialog: the PDF comes out identical on any machine.
Side margins	18 mm	A 174 mm text column: about 95 characters at 9.5 pt, the point past which a line stops reading well.
Text area	27 mm from the top to 20 mm from the bottom	Leaves the header and footer room to breathe without crowding the trim.
Header	Wordmark left (30 mm), document title right, 0.25 mm rule	Chapter 11: the wordmark opens, the title closes. It never appears on the cover.
Footer	Version and date · confidentiality · page number	Three non-negotiable items on every page (ch. 11, section F).
Page number	CSS counter, bottom right	It has to appear where scripts do not run either: previews, static viewers, conversions.
Cover	No header; wordmark top left	The cover is the only page that carries the mark at size.

The pictogram on the cover is a watermark. It is not an illustration and not a logo lock-up: it is the paper the document is printed on. It may be cropped by the trim, and it never competes with the text sitting on top of it.

The cover, element by element

The cover is the only page with a layout of its own, and the only one where the pictogram appears. Its geometry is fixed: it is what makes two documents, for two different clients, read as coming from the same place.

Element	Geometry	Rule
Wordmark	62 mm wide, top left, 18 mm from the top, on the side margin	Ink, flat version, never the outlined one. On a vertical it becomes the vertical's wordmark with "Powered by EurekaGO" 2.5 mm below it, in a 6.5 pt label. A vertical's wordmark is matched on optical height, not on width: eureka!BIKE is a longer lock-up, so at the same height it runs about 14% wider. Heights: 8.35 mm on the cover, 4.04 mm in the header, 5.93 mm in the closing block.
Pictogram	Height 106% of the page, top at −3%, flush to the right edge with the point of the stem past the trim	The flat mark — the two solid shapes, not the shaded version — in Ink at 4.5% opacity, on z-index 0 with every other element above it. It is the one element in the whole document allowed to bleed.
Client logo	24 mm high, horizontally centred, 12 mm above and 11 mm below	The canonical logo, in SVG whenever one exists. Never a raster below 200 ppi at printed size — at 24 mm that means at least 189 pixels tall — and never one enlarged to get there. It is never recoloured, never put on a coloured ground, never set next to our wordmark as if the two were a single mark.
Title block	Starts 44 mm from the top: eyebrow, then the title at 40 pt over a maximum of 160 mm	The eyebrow says what kind of document it is; the title names the client and the subject. Two lines at most.
Contents	Single column, 0.35 mm Ink rule on top, rows of 8 mm / 1fr / 8 mm separated by hairlines	Number, title, page. It sits on the cover, not on a page of its own: a document of twelve pages does not need a second one to list them.
Summary line	12 pt, maximum 150 mm, below the contents	One sentence: what the document holds, where the numbers come from, which decision they serve.
Signatures	22 mm from the bottom, "Prepared for" left and "Prepared by" right	Name, role, organisation. A person on each side, never a department.
Footer	Same as the inner pages	The cover carries the footer but never the header: the wordmark is already there at size.

What is never done to the mark. Not tinted with the accent or with azure, not given a stroke or a shadow, not rotated, not mirrored, not repeated as a pattern, not put on top of the text, not used at legible size anywhere inside the document. On a vertical's document the watermark stays the EurekaGO pictogram in Ink: the vertical identity is carried by the wordmark, the watermark is the paper — and the paper is the same for everyone.

C

The page sequence

The order is not the writer's to choose. An assessment starts from what the client told us, arrives at the numbers they did not have, then at the structural limit, and only at the end at the plan. Inverting that order turns the document into a sales proposal, which is a different document.

#	Page	What it holds
1	Cover	Eyebrow, title, the client's logo centred, single-column contents, the summary line, "prepared for / prepared by" at the foot.
2	In summary	Exactly three points, each with a large figure on the left. It closes with the statement box: the thesis of the document, in one sentence.
3	The starting point	What the client told us, in horizontal tables. If the declared numbers do not reconcile, that is said here — without blaming anyone.
4–n	One number per page	One page for each number that changes a decision. The title is the conclusion, not the topic.
n+1	Where the limit is	The structural read: the bottleneck, with a diagram of today's process.
n+2	After the work	The same process afterwards: what becomes automatic, what stays with the person, and the loop that ties the two together.
n+3	The steps	Three to five linked steps, each with its moment and its tool from the suite.
n+4	Action plan	Phases as tiles, then the "action · who · when" table. Day zero is declared in the column header.
last	The data and the next step	What we read and with which permissions, the assumptions in an appendix, the box with the single action that follows, contacts and wordmark at the foot.

Titles: every page carries a numbered eyebrow ("03 · The real margin") and a title that is a complete sentence, in sentence case, ending in a full stop. "The margin you decide on is at its limit." is a title; "Margin analysis" is a label, and we do not use it.

D

The document type scale

The scale in chapter 03 is built for screens. On A4 we set in points, and these are the values of the canonical format. Archivo is the only typeface: no monospace, no exceptions.

Role	Size / weight	Notes
Cover title	40 pt / 700, tracking −0.03em	Two lines at most. If it needs three, the title is too long.
Page title (h1)	23 pt / 700, tracking −0.025em, leading 1.1	Maximum width 160 mm.
Lead	11 pt / 400, leading 1.55	Two or three lines, never more.
Box title (h2)	12 pt / 700	Ends in a full stop.
Body	9.5 pt / 400, leading 1.55	Always set in Ink.
Small text	8–8.3 pt / 400	Inside boxes and columns.
Label / eyebrow	6.3–7 pt / 600, tracking +0.12em, all caps	The only all-caps allowed in the document.
Figure in a horizontal table	12 pt / 700, on a single line	If it wraps, shorten the figure and move the rest into the detail line.
Key figure in the summary	22 pt / 900, azure	One per point, three per page.
Figure from a bar	34 pt / 900, azure	Under the segment it belongs to, never stranded in a corner.
Step number	54 pt / 900, opacity 0.12	Watermarked into the box, aligned to the top, never underneath the text.

E

Colour in the document

The document uses four colour roles and nothing else. Structure is Ink on white; cream separates the boxes that carry reasoning; the brand accent fills the boxes that need emphasis; azure marks the data. A light grey holds the neutral items in charts.

Role	Value	Where
Structure	Ink #0A0A0A on White #FFFFFF	Body text, titles, rules, tables.
Reasoning box	Cream #F5F3EC	The canonical box: title, then content. Every box in the document aligns to this one.
Emphasis box	Accent at 20%	Phase tiles, steps, cost segments. Ink text.
Statement box	Accent at 40%	Thesis and next step only: two or three per document, never more.
Data	Azure #00AEEF	Eyebrows, key figures, percentages, the result bar. Never on running text.
Secondary	Greys G11 #E4E2DB and G05 #524F49	Neutral chart items, steps not in focus, labels.

Percentages in azure, amounts in black. In tables the margin percentage is azure and bold; the amount in euros stays Ink. It lets the reader see at a glance which numbers are ratios and which are absolute values.

Declared deviation. On the 40% statement box the text is white for the master brand: white on #EC66AF measures 2.6:1 and does not reach WCAG AA. It is taken knowingly, so that the sentence reads as a statement rather than a paragraph, and it holds only for short lines at 14 pt or larger. On verticals with a light accent — azure first among them — white does not read and the text reverts to Ink.

F

The components

Nine components cover the whole document. We do not invent more: when a piece of content does not fit one of these, it is almost always the content that is wrong.

Component	Anatomy	Rule
Section	0.8 mm azure rule, 7 pt all-caps title, full-width content	Divides dense pages. The rule is azure, not black.
Horizontal table	Label above, 12 pt figure on one line, 7.8 pt detail below	Items sit side by side, never stacked: vertically they do not read.
Stacked bar	Proportional segments, 0.8 mm white gap between them, labels below aligned to the segments	It shows where an amount goes. The result is the last segment, in azure.
Comparison bars	Two bars on one scale; the range is hatched and starts where the solid bar ends	The scale is shared, otherwise the comparison lies.
Tiles	Four or more equal columns: short bold title, one line of detail	For phases and for effects. The title fits on one line.
Step	Full-width box: watermarked number, text in the middle, details on the right	The first step carries the accent, the others grey: where to start is visible at once.
Canonical box	Cream ground, title with a full stop, content 3 mm below the title	It is the format every reasoning box aligns to.
Statement box	Accent at 40%, label, 14 pt sentence (19 pt in the closing)	Centred in the free space of the page. Two or three per document.
Actions table	Number, action as an infinitive, who, when	One row per action, each on a single line. Day zero is declared in the header.

Diagrams: inline SVG, no library. Nodes take the accent at 20%; the arrows of the ordinary path are grey G05; the arrows that close a loop — the ones that make two flows talk to each other — are azure. A cream lane behind a row marks the founder's own time, with its label in small caps.

The boxes: which one, and when

Five fills, five jobs. Choosing the fill is choosing what the reader should do with the block, so it is not a matter of taste: a reasoning in accent colour reads as a claim, and a claim in cream disappears.

Box	Fill	It holds
Reasoning	Cream #F5F3EC, padding 5 × 6 mm	Method, context, an explanation that supports the page. It is the default box, the one everything else is measured against.
Emphasis	Accent at 20%, padding 6 × 7 mm	What matters most on the page: phases, steps in focus, the cost model, the effects of the work. Ink text, no rule, no border.
Statement	Accent at 40%, padding 6 × 7 mm	The thesis of the document and the single next step. Two per document, three in a long one. Nothing else ever gets this fill.
Secondary	Grey G11 #E4E2DB	Steps that are not the one to start from, neutral segments of a chart, anything present but not in focus.
Neutral	White with a 0.25 mm hairline	Tables, lists, anything that is structure rather than a statement. The absence of a fill is a choice too.

Three rules that hold for every box. A box has a fill or a rule, never both. Corners are square, always: there is not one rounded corner in the document, and there are no shadows. Boxes do not nest — a box inside a box means the page is holding two ideas and should be split.

Rules, hairlines and spacing

Four line weights, and each one means something. Thickening a rule to make a block stand out breaks the only signal the reader has for telling structure from emphasis.

Line	Weight and colour	Where
Hairline	0.25 mm G10 #D6D3CC	Everything that only separates: table rows, columns of a horizontal table, header and footer rules, the divider between paragraphs.
Emphasis rule	0.35 mm Ink	Under a table header and above a total. It closes a group of numbers, and it is the only black rule in the document.
Section rule	0.8 mm Azure, above the label, 2.5 mm of space under it	Opens a section inside a page. Azure because it marks data, never Ink and never the accent.
Quote bar	1.2 mm Azure on the left, 6 mm of indent	The client's own words, set at 14 pt. Nothing else takes a left bar.

Spacing	Value	Note
Paragraph	2.6 mm below	The unit of vertical rhythm in the body.
Page title	4 mm below; the lead 5 mm below that	The lead breathes more than the body: it is the entrance to the page.
Divider	5 mm above and below	A full-width hairline. Use it when a page holds two blocks, not to fill space.
Columns	7 mm for two, 5 mm for three, 3.5 mm between tiles	The tighter the grid, the smaller the gutter: the columns have to read as one block.
Stacked bar	13 mm high, 0.8 mm white gaps, labels 1 mm below	The white gap is what separates two adjacent segments of the same colour.
Comparison bars	Track 6 mm on cream; the range hatched at 0.6 mm every 1.4 mm	The hatch always starts where the solid bar ends: solid is measured, hatch is estimated.
Step card	Padding 3.8 mm / 5 mm, left inset 22 mm; the number at 5 mm from the left and 3.8 mm from the top	The inset is what keeps the watermarked number clear of the text, on every step.

Nothing decorative. No icon sets, no stock illustration, no rounded corners, no shadows, no gradient — a gradient also turns the PDF into a raster and costs the document its vector text. The only graphic elements are the ones in this section, plus the pictogram watermark on the cover.

G

The numbers, and honesty

This section is not about style: it is the part that decides whether the document survives contact with a client who knows their numbers better than we do.

Margin is always net of VAT

Always, without exception. The calculation on the VAT-inclusive price never appears in the document, not even as a contrast, not even to correct what the client believes: the right figure replaces the wrong one instead of sitting beside it.

The method sits under the table

Every table of derived numbers carries a method line with the formula, the source and the period. The reader has to be able to redo the arithmetic. The label itself is set in the language of the document — "Metodo:" in an Italian one, which is what the two templates ship.

Assumptions live in the appendix

A single full-width paragraph, items separated by middots: rates, perimeter, period, and what is not verified yet.

Fragility is declared

When a number rests on few cases, write how far it moves: "one more order would bring the cost per order down to ~€1,200". A range is more honest than a single figure.

The technical term has to be exact

If the metric you were asked for does not describe the phenomenon, use the right one and say so out loud. A ROAS that is positive on revenue and negative on margin is written "the return, measured on margin, is negative": a wrong metric in print disqualifies everything else.

Figures live in one place

Every number sits in the DATA block at the foot of the file and reaches the page through data-v. No figure is ever typed into the body: updating a source must not mean re-reading twelve pages.

Bad news is delivered as a lever. When the document corrects one of the client's numbers, the page does not say "you were wrong": it says what they can decide now that the number is right. That page decides whether the relationship continues.

No provenance tags. They were tried — "declared", "calculated", "to be measured" — and they weigh the reading down without adding anything: provenance is clear from the text and from the method line. The document does not use them.

H

Verticals: one block changes

There is one template. A document for a vertical changes the accent token block, the wordmark and the contacts: nothing else. Structure, components and the rules about numbers stay put.

Brand	--accent	Fill 20% / 40%	Text on 40%
EurekaGO	Fuchsia #E0007A	rgba(224,0,122,.2) / .4 — solid #F9CCE4	White
BIKE	Azure #00AEEF	rgba(0,174,239,.2) / .4 — solid #CCEFFC	Ink
OUTDOORS	Forest #278244	rgba(39,130,68,.2) / .4	White
SKI	Arctic #0072A8	rgba(0,114,168,.2) / .4	White
MOTO	Race #E01010	rgba(224,16,16,.2) / .4	White
AUTO	Cobalt #1A4A96	rgba(26,74,150,.2) / .4	White
GYM	Lemon #F5CC00	rgba(245,204,0,.2) / .4	Ink
FASHION	Velvet #8B2FA0	rgba(139,47,160,.2) / .4	White
LEDGER	Fog #8A8780	rgba(138,135,128,.2) / .4	Ink

The eureka!BIKE case. On the bike vertical the accent and the data colour are the same: both azure. They separate by intensity — tiles at 20%, data in full azure, and the result segment of a stacked bar solid rather than at 20% so it does not merge into the ones beside it — and the text on the statement box becomes Ink, because white on azure at 40% does not read. It is the only point where the vertical template departs from the master, and it is the variant we use for Pirelli documents.

The mark on a vertical. Cover and header carry the vertical's wordmark with "Powered by EurekaGO" in small caps beneath it (ch. 01, section H). The EurekaGO wordmark never stands alone in a vertical's document, and the contacts use the vertical's domain. The two wordmarks are set to the same optical height, never to the same width: a lock-up that reads smaller than the master one makes the vertical look like a sub-brand.

I

Production

Both templates live in templates/ in this repository: eurekago-report-template.html and eurekabike-report-template.html. Copy the folder, rename the file to index.html, and work there.

Step	Command or action	What it guarantees
1. Content	One `<section class="page">` per page; numbers only in the `DATA` block	Updating a figure is a single operation.
2. Check	Open the file in a browser: pages that overflow are outlined in red	Nothing gets clipped in the PDF.
3. Bake	`python tools/bake.py`	Writes the computed figures and bar widths into the HTML: the file stays correct where scripts do not run.
4. PDF	`build-pdf.cmd`	Prints A4 through headless Chrome with zero margins, and names the file itself.
5. Name	`YYMMDD_Title_vX.Y.pdf`, one folder up	Date and version come from `DATA`: the filename and the footer cannot drift apart.

One file. When the document leaves us, the fonts and the client's logo are embedded as base64 inside the HTML. A file that depends on an assets folder arrives broken the moment someone moves it or attaches it to an email.

Before delivery: no page outlined in red; the PDF has the expected page count and a 595 × 842 pt format; the only embedded fonts are Archivo; every logo is vector, or raster above 200 ppi at printed size; every table of numbers has its method line, labelled in the document's language; version and date match the filename; the document carries no other client's data, not even anonymised.

J

Anti-patterns

Critical

Margin on the VAT-inclusive price

Computing, or even quoting, a margin on the price with VAT in it. It costs credibility across the whole document, and it does not come back.

Critical

The hand-typed figure

A number typed into the body instead of derived from DATA. By the third revision two pages will say two different things.

Critical

Another client's data

Quoting another client's numbers as proof, even anonymised, in a document that promises confidentiality. The promise only holds if it holds for everyone.

Critical

The pixelated logo

A mark lifted from a website or a slide and enlarged to fill its 24 mm. It is the first thing on the cover and the one element the client knows down to the pixel, so the softness is read as how much care the rest of the document got. Use the vector; a raster only above 200 ppi at printed size. Enlarging adds no detail — it only makes the loss visible. The rule holds for our own wordmark too.

Avoid

The page that overflows

Fix it by cutting words, not by shrinking type: the type scale is the same on every page.

Avoid

The label as a title

"Cost analysis" says nothing. The title carries the conclusion: someone reading only the titles should already have the document.

Avoid

Decorative colour

Accent scattered around to "add colour", azure on running text, a fourth colour. The document uses four, each with one job.

K

The specimen

Three A4 pages with the text replaced by lorem ipsum, carrying every element the format allows: cover with the watermark, header and footer, section rules, horizontal table, stacked bar, comparison bars with a hatched range, quote, cream box, tiles, step cards with the watermarked number, flow with arrows, actions table and the statement box. The same three pages appear twice, once in the master configuration and once in the bike vertical: what changes between them is the accent token block and the wordmark, and nothing else.

EurekaGO configuration — master brand, fuchsia accent

Lorem ipsum · Working document

Business assessment of Lorem Ipsum SRL

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v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaGO1 / 3

Lorem Ipsum — Business assessment

02 · Consectetur adipiscing

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“Quis autem vel eum iure reprehenderit qui in ea voluptate.”

v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaGO2 / 3

Lorem Ipsum — Business assessment

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#	Action	Who	When
1	Lorem ipsum dolor sit amet consectetur	Nomen Nescio	Week 1
2	Adipiscing elit sed do eiusmod tempor	EurekaGO	Weeks 2–3
3	Incididunt ut labore et dolore magna	Nomen Nescio	Week 4

The next step Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.

v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaGO3 / 3

eureka!BIKE configuration — azure accent, Ink text on the statement box

Powered by EurekaGO

Lorem ipsum · Working document

Business assessment of Lorem Ipsum SRL

01Lorem ipsum dolor sit2

02Consectetur adipiscing elit3

03Sed do eiusmod tempor4

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Prepared for

Nomen Nescio

Role, Lorem Ipsum SRL

Prepared by

Nomen Nescio

Role, EurekaBIKE

v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaBIKE1 / 3

Lorem Ipsum — Business assessment

02 · Consectetur adipiscing

Lorem ipsum dolor sit amet, consectetur.

Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua, ut enim ad minim veniam quis nostrud.

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Ut enim ad minim1.240Veniam quis nostrud exercitation ullamco laboris nisi.

Quis nostrud18,4 %Ut aliquip ex ea commodo consequat duis aute.

Exercitation62.000 €Irure dolor in reprehenderit in voluptate velit esse.

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22 %Consectetur

18 %Adipiscing elit

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Metodo: totam rem aperiam / eaque ipsa quae · 01.01–31.12.2026.

“Quis autem vel eum iure reprehenderit qui in ea voluptate.”

v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaBIKE2 / 3

Lorem Ipsum — Business assessment

03 · Sed do eiusmod

Tempor incididunt ut labore.

LoremIpsum dolor sit amet consectetur.

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#	Action	Who	When
1	Lorem ipsum dolor sit amet consectetur	Nomen Nescio	Week 1
2	Adipiscing elit sed do eiusmod tempor	EurekaBIKE	Weeks 2–3
3	Incididunt ut labore et dolore magna	Nomen Nescio	Week 4

The next step Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.

v1.0 · 01.01.2026Confidential · Lorem Ipsum × EurekaBIKE3 / 3

Shown at 50%: every sheet is a real A4 page, with the geometry of sections B, D, E and F.

Read the two rows against each other. Same grid, same components, same type scale, same numbers in azure. The bike sheets change one CSS block and the wordmark: the accent turns azure, the tiles and the step in focus follow it, and the statement box switches its text to Ink. That is the whole variation a vertical is allowed.