{
  "$schema": "https://json-schema.org/draft/2020-12/schema",
  "brand": "Pascal Home Services",
  "version": "2026-08-21",
  "canonicalPage": "/brand",
  "guidelines": "/brand/pascal-home-services-brand-guidelines.md",
  "identityPackage": "/brand/pascal-home-services-brand-identity.zip",
  "presentation": {
    "preview": "/brand/presentation",
    "pdf": "/brand/pascal-home-services-brand-guidelines-presentation.pdf",
    "download": "/brand/presentation/download"
  },
  "taglines": {
    "primary": "Your home, on autopilot.",
    "supporting": "Fix anything with Pascal."
  },
  "colors": {
    "ink": "#171717",
    "white": "#FFFFFF",
    "quietGray": "#62615D",
    "approvalGreen": "#047857",
    "approvalTint": "#DBF5EC",
    "serviceOrange": "#F26A2E"
  },
  "logoGeometry": {
    "title": "Logo dimensions and measurements",
    "canvasUnits": [100, 100],
    "barUnits": [20, 40],
    "barXPositions": [0, 40, 80],
    "barTopPositions": [60, 30, 0],
    "horizontalGapUnits": 20,
    "verticalRiseUnits": 30,
    "clearSpaceUnits": 20,
    "wordmarkGapUnits": 38,
    "squareAvatarPaddingPercent": 20,
    "roundAvatarOpticalPaddingPercent": 26,
    "cornerRadius": 0,
    "shadow": "none"
  },
  "logoColorRule": {
    "foreground": "#171717",
    "background": "#FFFFFF",
    "rule": "Use Pascal ink on white. Do not recolor the core logo or wordmark with another brand color."
  },
  "logoForms": [
    {
      "name": "symbol",
      "label": "Logo shape",
      "viewBox": "0 0 100 100",
      "svg": "/brand/logo-kit/pascal-symbol-ink.svg",
      "png": "/brand/logo-kit/pascal-symbol-ink.png"
    },
    {
      "name": "lockup",
      "label": "Logo with text",
      "viewBox": "0 0 498 100",
      "svg": "/brand/logo-kit/pascal-primary-ink.svg",
      "png": "/brand/logo-kit/pascal-primary-ink.png"
    },
    {
      "name": "wordmark",
      "label": "Text only",
      "viewBox": "0 0 360 100",
      "svg": "/brand/logo-kit/pascal-wordmark-ink.svg",
      "png": "/brand/logo-kit/pascal-wordmark-ink.png"
    }
  ],
  "typography": {
    "primaryMarketing": {
      "display": {
        "family": "Poppins",
        "why": "Bold geometric forms make short promises recognizable at large scale.",
        "uses": ["headlines", "large statements", "campaign promises"]
      },
      "content": {
        "family": "Barlow",
        "why": "Compact proportions carry more information without making the page feel dense.",
        "uses": ["leads", "body copy", "labels", "navigation", "calls to action"]
      }
    },
    "secondarySystem": {
      "interface": "Geist",
      "technical": "Geist Mono",
      "rule": "Do not substitute these for the primary marketing pair. Use them only for product interfaces and technical values."
    },
    "primaryTaglineBreak": ["Your home,", "on autopilot."]
  },
  "assets": {
    "logos": [
      "/brand/logo-kit/pascal-primary-ink.svg",
      "/brand/logo-kit/pascal-primary-ink.png",
      "/brand/logo-kit/pascal-primary-reversed.svg",
      "/brand/logo-kit/pascal-primary-reversed.png",
      "/brand/logo-kit/pascal-symbol-ink.svg",
      "/brand/logo-kit/pascal-symbol-ink.png",
      "/brand/logo-kit/pascal-symbol-reversed.svg",
      "/brand/logo-kit/pascal-symbol-reversed.png",
      "/brand/logo-kit/pascal-wordmark-ink.svg",
      "/brand/logo-kit/pascal-wordmark-ink.png",
      "/brand/logo-kit/pascal-wordmark-reversed.svg",
      "/brand/logo-kit/pascal-wordmark-reversed.png",
      "/brand/logo-kit/pascal-avatar-square-light.svg",
      "/brand/logo-kit/pascal-avatar-square-light.png",
      "/brand/logo-kit/pascal-avatar-square-dark.svg",
      "/brand/logo-kit/pascal-avatar-square-dark.png",
      "/brand/logo-kit/pascal-avatar-round-light.svg",
      "/brand/logo-kit/pascal-avatar-round-light.png",
      "/brand/logo-kit/pascal-avatar-round-dark.svg",
      "/brand/logo-kit/pascal-avatar-round-dark.png"
    ],
    "imagery": {
      "welcomeHouse": "/brand/imagery/welcome-house.png",
      "fieldTechnicianReference": "/brand/imagery/field-technician-reference.png",
      "fieldServiceVehicle": "/flyer/brightdrop-van-hero-v2.png",
      "homeEditorial": "/brochure/app-store-home-hero.png"
    },
    "social": {
      "openGraph": "/brand/pascal-home-services-open-graph.png",
      "size": [1200, 630]
    },
    "icons": [
      "/icon-generator/pascal-app-v2/icons/plan-home-health-visits.png",
      "/icon-generator/pascal-app-v2/icons/plan-digital-vault.png",
      "/icon-generator/pascal-app-v2/icons/plan-hvac-unit.png",
      "/icon-generator/pascal-app-v2/icons/service-plumbing.png",
      "/icon-generator/pascal-app-v2/icons/plan-roof-inspection.png",
      "/icon-generator/pascal-app-v2/icons/plan-storm-support.png"
    ],
    "fonts": [
      "/fonts/geist-variable.ttf",
      "/fonts/geist-mono-variable.ttf"
    ]
  }
}