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Visual
---
parent: /.well-known/brand.md
file_type: visual
bcp_version: "2.0.0"
last_updated: "2026-10-12"
---
# Visual
The ACME visual identity reflects the brand's core promise: products that look industrial, deliberate, and entirely unconcerned with their failure rate. Our visual system is high-contrast, mechanical, and unapologetically loud.
## Logo
```yaml
logo:
primary:
description: Full ACME wordmark, the default in nearly all contexts.
variants:
- format: svg
url: https://cdn.acme.example.com/brand/logo-primary.svg
sha256: a3f5b8c2d4e6f7081928374650a1b2c3d4e5f6a7b8c9d0e1f2a3b4c5d6e7f809
purpose: Vector. All digital and print contexts.
- format: png
url: https://cdn.acme.example.com/brand/logo-primary@2x.png
sha256: b7c1d2e3f4a5b6c7d8e9f0a1b2c3d4e5f6a7b8c9d0e1f2a3b4c5d6e7f8091a2b
width: 1200
height: 320
background: transparent
purpose: Raster fallback for systems that cannot render SVG.
- format: png
url: https://cdn.acme.example.com/brand/logo-primary-white.png
sha256: c2d4e5f6a7b8c9d0e1f2a3b4c5d6e7f8091a2b3c4d5e6f708192a3b4c5d6e7f8
background: transparent
treatment: white-fill
purpose: Use only on dark or photographic backgrounds.
icon:
description: ACME monogram. Square contexts only.
variants:
- format: svg
url: https://cdn.acme.example.com/brand/logo-icon.svg
sha256: d4e5f6a7b8c9d0e1f2a3b4c5d6e7f8091a2b3c4d5e6f708192a3b4c5d6e7f809
purpose: Vector. Square contexts where the wordmark cannot fit.
app_icon:
description: iOS and Android app tile. Pre-masked for both platforms.
variants:
- format: png
url: https://cdn.acme.example.com/brand/app-icon-1024.png
sha256: e5f6a7b8c9d0e1f2a3b4c5d6e7f8091a2b3c4d5e6f708192a3b4c5d6e7f80910
width: 1024
height: 1024
background: brand-primary
purpose: App store and home-screen tile.
anniversary_2026:
description: 80th anniversary mark. Use only in 2026 anniversary campaign assets.
active_through: 2026-12-31
fallback: primary
variants:
- format: svg
url: https://cdn.acme.example.com/brand/logo-80yr.svg
sha256: f6a7b8c9d0e1f2a3b4c5d6e7f8091a2b3c4d5e6f708192a3b4c5d6e7f8091a2b
purpose: 80th anniversary campaign only.
```
## Logo usage
```yaml
logo_usage:
clear_space:
rule: Minimum padding equal to the height of the "A" in the wordmark.
machine_value:
unit: x-height
multiplier: 1.0
minimum_size:
digital_px: 24
print_in: 0.5
approved_backgrounds:
- type: solid_color
color_token: surface
note: White surface, the default background.
- type: solid_color
color_token: surface-inverse
note: Black surface, requires the white-fill variant.
- type: solid_color
color_token: primary
note: ACME red, requires the white-fill variant.
- type: photographic
min_contrast_ratio: 4.5
note: Photographic only when contrast ratio against logo is at least 4.5:1.
forbidden_backgrounds:
- type: gradient
note: Gradients fight the wordmark's geometry. Never used.
- type: patterned
note: Patterns reduce legibility and dilute the mark.
forbidden_modifications:
- stretch
- rotate
- recolor
- drop_shadow
- glow
- outline
- crop
- container_shape
- animate
```
## Color
```yaml
color:
tokens:
primary:
hex: "#E63312"
role: primary
description: ACME Red. The hero color. Used in the wordmark and primary CTAs.
secondary:
hex: "#1A1A1A"
role: secondary
description: Industrial Black. Used in headlines and structural elements.
accent:
hex: "#FFD600"
role: accent
description: Hazard Yellow. Used sparingly for urgency and warning.
surface:
hex: "#FFFFFF"
role: surface
surface-inverse:
hex: "#000000"
role: surface-inverse
text:
hex: "#1A1A1A"
role: text
text-inverse:
hex: "#FFFFFF"
role: text-inverse
critical:
hex: "#B00020"
role: critical
success:
hex: "#2E7D32"
role: success
approved_pairs:
- foreground: text
background: surface
context: Default body text.
- foreground: text-inverse
background: surface-inverse
context: Dark mode and inverse layouts.
- foreground: text-inverse
background: primary
context: Primary CTA buttons.
- foreground: secondary
background: accent
context: Hazard callouts and warnings.
forbidden_pairs:
- foreground: primary
background: accent
reason: Red on yellow vibrates and reduces legibility below WCAG AA.
- foreground: accent
background: surface
reason: Hazard yellow on white fails contrast and dilutes the urgency signal.
```
## Typography
```yaml
typography:
families:
display:
family: ACME Display
fallback_stack: ["Impact", "Helvetica Neue Condensed Bold", "sans-serif"]
weights: [700, 900]
styles: ["normal"]
source: self-hosted
license_note: Licensed for ACME use only. See https://acme.example.com/brand/fonts.
body:
family: Inter
fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
weights: [400, 500, 700]
styles: ["normal", "italic"]
source: Google Fonts
mono:
family: JetBrains Mono
fallback_stack: ["Menlo", "Consolas", "monospace"]
weights: [400, 700]
source: Google Fonts
roles:
display: display
body: body
ui: body
mono: mono
code: mono
```
## Layout
```yaml
layout:
density: high
whitespace: "Compact, functional, and industrial. Preserve enough air around the logo for legibility, but avoid luxury-brand sparseness."
grid:
columns: 12
gutters: tight
alignment: "Hard left edges. Product imagery and technical diagrams may break the grid when showing motion or scale."
hierarchy:
headline: "Large, condensed, and direct. One impossible product promise per composition."
supporting_copy: "Short blocks, no centered paragraphs, no soft lifestyle captions."
callouts: "Use hazard-yellow labels, red rules, and black technical annotations."
corner_radius:
default_px: 0
maximum_px: 4
rationale: "ACME interfaces and packaging should feel stamped, bolted, or printed, not soft."
composition_principles:
- "Lead with the product, mechanism, or failure mode."
- "Use diagonal motion lines and technical callouts when they clarify function."
- "Prefer one bold visual idea over collage."
- "Keep legal and warranty references visually secondary."
forbidden_compositions:
- centered luxury-editorial layouts
- rounded app-card mosaics
- soft gradient hero panels
- lifestyle scenes where the product is incidental
- crowded sticker-sheet compositions
```
## Imagery
```yaml
imagery:
photographic_style: |
High-contrast product photography against neutral or desert backdrops.
Products are shown in use, mid-deployment, or moments before failure.
Lighting is hard and directional, never soft or studio-diffuse.
illustration_style: |
Technical-manual line art. Geometric, precise, exploded-view diagrams
with dimensional callouts. Black ink on cream paper or red on white.
iconography_style: |
Industrial pictograms. Solid fills, no strokes. Inspired by hazard
placards and shipping-crate stencils.
forbidden_treatments:
- soft-focus or bokeh
- lens flare
- watercolor or hand-drawn aesthetics
- pastel palettes
- lifestyle photography featuring children
```