# CRAFTSMAN+ Brand Guidelines

> The canonical source for the CRAFTSMAN+ brand: color, typography, identity, voice, and motion. Every page has a markdown mirror at the same path with a .md extension.

Key endpoints:
- https://brand.craftsmanplus.com/llms-full.txt : the complete guidelines as one document
- https://brand.craftsmanplus.com/api/tokens.json : palette, gradients, type scale, space, radius, easing
- https://brand.craftsmanplus.com/api/brand-rules.json : naming rules, product taxonomy, banned vocabulary

## Foundations

- [Color](https://brand.craftsmanplus.com/foundations/color.md): The SUNSET system: a core palette of monotones plus Orange and Pink, product palettes for each product line, and dark mode everywhere.
- [Typography](https://brand.craftsmanplus.com/foundations/typography.md): Inter carries the entire brand, tightened at display sizes and opened up at small sizes. One family, one variable file, a fluid scale.
- [Space & Grid](https://brand.craftsmanplus.com/foundations/space.md): A 4px base unit, a fluid section rhythm, and a 1440px canvas. Atmosphere is mostly empty space used deliberately.
- [Texture & Depth](https://brand.craftsmanplus.com/foundations/texture.md): The grain overlay, near-black gradient grounds, and the restraint that makes CRAFTSMAN+ surfaces feel atmospheric instead of flat.
- [Motion](https://brand.craftsmanplus.com/foundations/motion.md): Two easing curves, four durations, and a principle: motion confirms, it never performs.
- [Components](https://brand.craftsmanplus.com/foundations/components.md): Where the foundations meet the interface: the button system and the card surface from craftsmanplus.com.
- [Iconography](https://brand.craftsmanplus.com/foundations/iconography.md): The icon system: Phosphor icons in Regular weight, colored CRAFTSMAN BLACK, CRAFTSMAN WHITE, or one of the approved gradients.

## Identity

- [Logo](https://brand.craftsmanplus.com/identity/logo.md): The CRAFTSMAN+ logo, the + mark, and the product marks for PLAY, PRISM, INTELLIGENCE, and ANALYTICS, in every approved variant.
- [Products](https://brand.craftsmanplus.com/identity/products.md): CRAFTSMAN+ is the platform. PLAY, PRISM, INTELLIGENCE, and ANALYTICS are the subsystems that operate on what it holds.
- [Socials](https://brand.craftsmanplus.com/identity/socials.md): How CRAFTSMAN+ shows up on social platforms: the profile icon, and the banner for employee LinkedIn profiles.
- [Statics](https://brand.craftsmanplus.com/identity/statics.md): How a CRAFTSMAN+ static is composed: the anatomy of an approved example and the rules that govern the canvas.
- [Partners](https://brand.craftsmanplus.com/identity/partners.md): Co-branding lockup rules and the partner logo libraries: the brands CRAFTSMAN+ builds for and the networks it exports to.

## Voice

- [Values](https://brand.craftsmanplus.com/voice/values.md): What CRAFTSMAN+ stands for: control of your creative as the mission, and five values as the standard.
- [Principles](https://brand.craftsmanplus.com/voice/principles.md): Five words define how CRAFTSMAN+ sounds: sophisticated, tech, atmospheric, calm, intelligent. The website is the reference implementation, and its best lines follow a small set of learnable patterns.
- [Naming](https://brand.craftsmanplus.com/voice/naming.md): CRAFTSMAN+ is always all caps, in any format, at any size, in any position. The fallback order and every approved form.
- [Never Use](https://brand.craftsmanplus.com/voice/never.md): The short list of things that break the CRAFTSMAN+ voice on contact: em dashes, exclamation marks, hype vocabulary, and celebration emoji.

## Motion & Video

- [Sizzles](https://brand.craftsmanplus.com/motion-video/sizzles.md): The finished CRAFTSMAN+ sizzles, and the treatment that makes one: grounds, type, color, pace, grain, and the end card.

## Resources

- [Downloads](https://brand.craftsmanplus.com/resources/downloads.md): Logo files and design tokens in every format the pipeline generates: CSS, SCSS, JSON, and Figma. All exports derive from one source file.
- [Product Shots](https://brand.craftsmanplus.com/resources/product-shots.md): Approved UI shots of PLAY, ANALYTICS, INTELLIGENCE, and the platform, ready for decks, posts, docs, and press.
- [Slides](https://brand.craftsmanplus.com/resources/slides.md): The slide system and the Google Slides template deck are in production.
- [For Agents](https://brand.craftsmanplus.com/resources/for-agents.md): The machine-readable surfaces of this site: markdown mirrors of every page, structured brand rules, and the token API. Fetch these instead of scraping HTML.