The working rules for anyone producing Brandium material. This is the field version — the full guideline volumes live with the brand direction. When in doubt: more paper, less flood, show your working.
Lab neutrals as the constants; Ultramarine 01 as the single reactive agent, rationed to ≤14% of any layout. Specimen Red is annotation-only — never decoration, never type larger than a caption.
Specimen RedHEX E8442E RGB 232·68·46 ANNOTATION ONLY
02Type
Two instruments: Archivo (variable — weight and width are the voice) and Fragment Mono (the annotation voice: captions, data, legal, registers). No third typeface, ever.
Headline — 800 / 125%The element of brands
Title — 600 / 110%Synthesized, not decorated
Body — 400 / 100%Body copy sits at 16–17px over 1.6, ragged right, one idea per paragraph.
Wordmark: caps, weight 800, width 125%, the isotope "01" superscript in the ground's accent.
Tile clearspace = cap-height of "Bd" on all sides; nothing enters it.
Tile minimum size 24px; below that use the bare "Bd" glyph.
The ultramarine tile shadow is reserved for hero placements — one per surface.
Every asset carries a mono register line (handle, number, code).
Never
Recolor, outline, rotate, shadow (except the system shadow), or condense the marks.
Lowercase the wordmark, or set it in any weight but 800.
Place marks over photography without the scrim.
Two ultramarine floods adjacent — in the feed or in print.
Gradients, emoji, or a third typeface. The lab does not freelance.
04Photography
Shot like evidence: hard studio light, neutral grounds, objects centered and catalogued, the measurement grid faintly present. One ultramarine event per image — a liquid, a glow, a wire — never more. No handshakes, no whiteboards, no laughing meetings; the lab does not do stock. The kit's photo zones apply the wash, grid and grain automatically.
05Voice
Sounds like
"Finding: the market rewards the distinct." — declarative, evidenced.
"Examined. Synthesized. Stable." — lab vocabulary, used naturally.
Numbers with methods; claims with receipts.
Dry wit, delivered deadpan, at most once per piece.
Never sounds like
"We're so excited!!! 🎉" — no exclamation marks, no emoji in brand voice.
"Bold. Human. Authentic." — the category's dead words.
Jargon without a definition, or a metaphor that outruns the science.
Hype about ourselves; the reaction log speaks instead.