[[ One line: what you do, for whom, why it's different. ]]
The belief: [[ the point of view your brand argues for ]]
Tone in a word: [[ clipped / warm / clinical / playful ]]
Recede rule: [[ which words sit at low opacity so one part reads first ]]. Clear space = [[ one letter-height ]]. Min size: [[ 120px wordmark / 24px mark ]]. Never stretch, recolor, rotate, or add effects.
5–6 colors, one signal, a usage ratio (e.g. 90 / 8 / 2). The signal means "look here" — never body text.
Two families max. A fixed scale. A minimum floor — nothing below [[ 11px ]]. One emphasis move.
Everything snaps to an [[ 8pt ]] grid. One radius, held everywhere: [[ e.g. zero ]].
Your handful of repeatable blocks. Name each and give it one rule.
[[ how the brand talks — declarative, short, etc. ]]
Never: [[ corporate verbs, em dashes, … ]]
"[[ one example line, in-voice ]]"
Show the brand on real surfaces: site · social · slides · email · video lower-third · invoice/receipt. One example each.
Every text/background pair meets WCAG AA. The signal color is signal, not text.