# Petrichor brand kit

Boutique AI automation studio · Sydney AU · tagline: **quiet things stay**.

This folder is the company brand system, not only the marketing site home.

## Colours

| Token | Hex | Use |
|-------|-----|-----|
| Cream | `#FDFBF7` | Page background |
| Ink | `#20211c` | Primary ink, fox body |
| Heading | `#1a1a1a` | Headlines |
| Muted | `#5c5c56` | Secondary copy |
| Olive | `#696d57` | Accent, CTAs, fox olive parts |
| Olive hover | `#575a47` | Button hover |
| Border | `#d9d4c8` | Dividers, card edges |

Machine-readable: `colours.json` · CSS variables: `tokens.css`.

## Type

- **Libre Baskerville**, headlines, quiet italics (fees, tagline).
- **Inter**. UI, body, nav, uppercase micro-labels.

Load from Google Fonts or self-host; keep weights light (400 to 600). No display grotesques, no SaaS gradient type.

## Logo / mark

- **Mark:** `fox-mark.svg` (and `assets/`). Olive `#696d57` + ink `#20211c`. Do not recolour, outline, or add drop shadows.
- **Clearspace:** keep empty margin ≥ ¼ mark height on all sides.
- **Minimum digital height:** ~32px (favicon) / prefer ≥80px in UI heroes when space allows; marketing home currently ~150px.
- **Lockups:** `lockups/`, mark-only, wordmark, horizontal, stacked, OG square.
- **Favicon:** `favicon/favicon.svg`, `favicon-32.png`, `apple-touch-180.png`.
- **Social avatar:** `assets/avatar-512.png`, square cream field, mark centred; do not crop into the fox silhouette.

### Do

- Use cream field + olive CTA + serif headline.
- Prefer mark alone for favicons and app icons; horizontal lockup for headers/email.
- Keep calm boutique tone, plain professional AU English, no hype metrics.

### Don’t

- Don’t stretch, rotate arbitrarily, or place on busy photos without a cream/ink panel.
- Don’t invent a second palette or dark-mode brand.
- Don’t use the fox as a cartoon mascot in speech bubbles / stickers for sales spam.
- Don’t put founder name on customer-facing brand materials unless asked.

## Voice

Plain, calm, specific. We design quiet systems for shops and trades so busywork disappears. No “10x”, no fake case-study numbers, no crypto/gambling adjacency.

## Usage by channel

| Context | Guidance |
|---------|----------|
| **Consultation (A$500)** | Primary CTA. Horizontal lockup or mark + Baskerville headline. Olive button. |
| **Guides / SOPs** | Secondary. Same colours; label clearly as self-serve guides, not consults. |
| **Email signature** | See `brand.html` specimen, mark 28 to 36px + name + role + soft tagline. |
| **Social** | Avatar 512 square; OG `lockups/og-square.png` (1200). |

## Download pack

`brand-kit.zip` at repo root of the site drop (or build from this folder) includes SVG/PNG lockups, favicons, `colours.json`, `tokens.css`, and this README.

## Public page

Site page: `/brand.html`, guidelines for humans. Linked subtly from footer/nav as **Brand**.