# START HERE: atLocal Brand Rules

This is the source of truth for every atLocal-branded deliverable: presentations, proposals, PDFs, documents, social and marketing assets, and web pages.

**Before you make anything branded:**

1. Read this whole file. Every value you need is written out below.
2. Use the official logo files linked here. Embed or place the file. **Never redraw, retype, recolor, stretch, or rebuild the logo**, and never generate one with an image model.
3. **Do not infer brand styling from any website**, including atlocal.com, atlocalmedia.com, or atlocal.ai. Those sites follow this file, not the other way round.
4. If something you need is not defined here (see [Not defined yet](#not-defined-yet)), **stop and ask Heath. Do not invent it.**

- Canonical URL: https://brand.atlocal.ai/START_HERE.md
- Source repo: https://github.com/HeyHeathbar/atlocal-brand
- Design source: Figma "atlocal - claude", page "Guide" (https://www.figma.com/design/XH0FlVgtUuxnsjTniOxUoY/atlocal---claude?node-id=0-1)
- Last updated: 2026-09-30

## Name

- Write the company name as **atLocal**, as the brand guide does.
- The logo wordmark is lowercase artwork ("atlocal"). That is the logo, not a spelling to copy into text.
- Tagline: **Boost Local Presence**

## Colors

| Name | Hex | RGB | Pantone | CMYK | CSS token |
|---|---|---|---|---|---|
| Midnight Focus | `#24125F` | 36, 18, 95 | 273 C | 98, 97, 0, 37 | `--al-midnight` |
| Royal Vision | `#2F2A95` | 47, 42, 149 | 2370 C | 99, 94, 0, 2 | `--al-royal` |
| Ruby Drive | `#BC204B` | 188, 32, 75 | 7636 C | 0, 100, 44, 14 | `--al-ruby` |
| Blush Glow | `#FF808B` | 255, 128, 139 | 177 C | 0, 58, 29, 0 | `--al-blush` |
| Soft Bloom | `#FFB1BB` | 255, 177, 187 | 176 C | 0, 34, 9, 0 | `--al-bloom` |
| Velvet White | `#F7F5F5` | 247, 245, 245 | none | 0, 1, 1, 3 | `--al-velvet` |
| Whisper White | `#FFFFFF` | 255, 255, 255 | none | 0, 0, 0, 0 | `--al-white` |

Gradients:

- **Icon gradient:** Blush Glow (top) to Ruby Drive (bottom). `linear-gradient(0deg, #BC204B 0%, #FF808B 100%)`
- **Brand gradient:** `#DF4661` (top left) to Royal Vision (bottom right). `linear-gradient(151deg, #DF4661 0%, #2F2A95 100%)`. `#DF4661` appears only in this gradient; it is not a standalone brand color.

Use only these colors. No tints, shades, or extra accent colors unless Heath approves them.

Machine-readable: https://brand.atlocal.ai/tokens.json · CSS: https://brand.atlocal.ai/atlocal.css

## Typography

| Role | Typeface | Weight |
|---|---|---|
| Headings (H1–H5) | Poppins | SemiBold (600) |
| Body | Poppins | Regular (400) |
| Emphasis words only | Yeseva One | Regular (400) |

- Both typefaces are on Google Fonts: https://fonts.google.com/specimen/Poppins and https://fonts.google.com/specimen/Yeseva+One
- Yeseva One is for a single emphasized word or short phrase, never for body text or whole headings.
- If a tool cannot load these fonts, say so. Don't silently substitute another typeface.

## Logo

All files have transparent backgrounds. Use the SVG wherever the tool accepts it; use the PNG (4× size) otherwise.

| Version | Use it on | Without tagline | With tagline |
|---|---|---|---|
| Primary | Velvet White | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-primary.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-primary.png) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-primary-tagline.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-primary-tagline.png) |
| Two-Color Dark | Velvet White (also acceptable in place of Primary) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-dark.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-dark.png) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-dark-tagline.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-dark-tagline.png) |
| Two-Color Light | Royal Vision | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-light.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-light.png) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-light-tagline.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-two-color-light-tagline.png) |
| One-Color Light | the icon gradient | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-light.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-light.png) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-light-tagline.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-light-tagline.png) |
| One-Color Dark | Soft Bloom | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-dark.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-dark.png) | [SVG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-dark-tagline.svg) · [PNG](https://brand.atlocal.ai/logo/atlocal-logo-one-color-dark-tagline.png) |

The "light" versions are drawn in Velvet White (`#F7F5F5`), not pure white.

Glyph (the @ mark alone, as a rounded tile), for app icons, avatars, and favicons:

| Tile | Files |
|---|---|
| Icon gradient | [SVG](https://brand.atlocal.ai/glyph/atlocal-glyph-icon-gradient.svg) · [PNG](https://brand.atlocal.ai/glyph/atlocal-glyph-icon-gradient.png) |
| Royal Vision | [SVG](https://brand.atlocal.ai/glyph/atlocal-glyph-royal.svg) · [PNG](https://brand.atlocal.ai/glyph/atlocal-glyph-royal.png) |
| Brand gradient | [SVG](https://brand.atlocal.ai/glyph/atlocal-glyph-brand-gradient.svg) · [PNG](https://brand.atlocal.ai/glyph/atlocal-glyph-brand-gradient.png) |

### Lockup rules (from the guide)

- **Tagline and Local Market names** (for example "DALLAS") center on the "atlocal" wordmark, **not** on the full logo including the @.
- Neither a market name nor a tagline may be **wider than the wordmark** or extend **below the bottom of the @**.
- A market name can sit closer to the bottom of the wordmark, so it reads as part of the logo. Short taglines need more separation.
- **Market logo plus tagline:** put the tagline **above** the market logo, and make it substantially larger, so the two are clearly separate.
- Local Market logos are built per market in Figma from the Logo component (Brand = Local Market). There are no market files here yet. Ask Heath for one; don't type a city name under the logo yourself.

## Not defined yet

The guide does not define these yet. **Ask Heath. Do not invent them**, and don't copy them from a website.

- Logo clear space and minimum size
- Logo misuse (a "don't" list) beyond the rules above
- Color proportions, and which color to use for backgrounds, text, and accents in documents and slides
- Type sizes and hierarchy for documents and slides. (`atlocal.css` has a web type scale for the websites. It is not a document standard.)
- Photography and image treatment: **TBD**
- Icons and graphic elements beyond the glyph
- Voice and tone
- Presentation layouts: a Slides master is coming (see the Google Drive "AtLocal Brand System" folder when it exists)

## For AI tools

- Fetch this file fresh when you start a branded task; don't rely on memory of an older version.
- In your answer, name which logo file and which colors you used, so a human can check.
- If you can't fetch a logo file, leave a clearly labeled placeholder ("atLocal logo here") rather than approximating it.