# Brand Guidelines: [brand]

> The reference that keeps a hundred contributors looking like one
> brand. State the rule and the reason – people follow reasons.

| Field | Value |
|-------|-------|
| Brand | [name] |
| Version | N.N |
| Owner | @name |
| Effective | YYYY-MM-DD |

## Voice & tone

- **Voice**: [3 adjectives – e.g. direct, warm, expert]
- **Tone shifts**: [by context – error messages vs marketing]
- **We say / never say**: `[term]` / `[term]`, `[term]` / `[term]`

## Logo

- Primary mark: [file]
- Clear space: [rule]
- Minimum size: [N px]
- Never: [stretch, recolor, add effects, place on busy backgrounds]

## Color

| Token | Hex | Use |
|-------|-----|-----|
| Primary | #NNNNNN | [headlines, key actions] |
| Accent | #NNNNNN | [highlights, links] |
| Neutral | #NNNNNN | [body text, backgrounds] |

Contrast: body text meets WCAG AA (4.5:1) minimum.

## Typography

| Role | Typeface | Weight | Size |
|------|----------|--------|------|
| Headings | [font] | [weight] | [scale] |
| Body | [font] | [weight] | [scale] |

Fallback stack: [system fonts].

## Imagery

- Style: [what photos/illustrations look like]
- Never: [stock clichés to avoid]

## Application examples

- Correct: [describe a correct usage]
- Incorrect: [describe a violation]

## Governance

Questions and exceptions: @name. This document changes by [process].