Shared Brand

Purpose

Define brand identity once. Platform styleguides reference this for colors, typography philosophy, design direction, and anti-patterns — then add platform-specific details.

Design direction

• Aesthetic: premium consumer with selective immersive moments
• Tone: confident, intentional, restrained
• "Wow" is used sparingly and purposefully

If a screen could belong to any generic product, it does not meet the bar.

Brand colors

Core palette

• brand.orange = #FF5E1A
• neutral.white = #FFFFFF
• neutral.lightGray = #DAD9D9
• neutral.darkGray = #282828
• neutral.black = #000000

Usage rules

• Raw hex values must not appear in components or views
• All color usage must reference semantic tokens
• Contrast must meet WCAG 2.1 AA in both light and dark modes
• See platform styleguide references for token implementations

Typography

Banned as primary/sole font: Inter, Roboto, Open Sans, Lato, Montserrat, Poppins, Nunito, Source Sans, IBM Plex Sans

Typography must contribute voice, not just legibility. No single neutral sans-serif everywhere.

Anti-patterns (avoid)

Cards

• Don't wrap everything in cards
• Don't nest cards inside cards
• Prefer whitespace and scale over borders

Effects

• No decorative animation — motion must communicate state or causality
• Glass is a material, not decoration — must convey depth or focus
• No overly neutral palettes — brand accent used decisively

General

• Template layouts shipped unchanged do not meet the bar
• Perfect symmetry without intent
• Unchanged framework defaults (shadcn, PrimeNG, SwiftUI)