Marks and lockups
Full, icon, and name logos in Black, Deep Navy, Midnight, and White. Clear space, minimum size, and what not to do.
ColorPalette and tokens
Midnight Navy, teal accent, copper garnish, neutrals, level colors, and the CSS tokens behind them.
TypographyAvant Garde, Outfit, Figtree
Print and PDF: Avant Garde Demi BT headings. Digital: Outfit headings. Figtree for everything you read. Arial is the only fallback.
Voice and toneThe Teacher
Warm, patient, explains why. Rules for every channel, celebration tiers, proof mode, and copy patterns.
Style guideHow we write it down
Oxford comma, no dashes, sentence case, digits, real accidentals, the word list, and a 32-rule checklist for the AI harness.
PhotographyExecutives and stock
Approved headshots and licensed images, each with its usage and license on record.
Design systemComponents, kits, templates
29 Vue components, the web app prototype, marketing site, email, social, print, slides, and merch.
Quick rules
Teal #22c7c7 does every action and every active state. Copper appears once per card, as a garnish, never for interaction.
Midnight Navy #071a35 for the header and hero, #0e2747 for the subnav and dark cards. Everything else is white on canvas.
Sentence case, “you” for the player, one exclamation per message at most, no em dashes, buttons name the outcome. Player, never user.
WCAG 2.2 AA: 4.5:1 text, visible focus rings, native inputs, landmarks, reduced motion. Simple mode doubles as the accessibility mode.
Repository
This site is the Arpezia/brand repository, served as static files. Folders map to the pages above; the design system lives in Design System/ and installs as a Vue 3 plugin.
brand/
index.html, brand.css this site
Logo/ SVG · PNG · JPG · EPS · AI, by colorway and lockup
Fonts/ Avant Garde Book BT (wordmark), Demi BT and Demi Oblique BT (print/PDF headings)
Photography/ Executives/, Stock Images/, photos.json
Voice and Tone/ voice.md, style.md, and the September 2026 drafts
Design System/ tokens, components, vue plugin, ui_kits, templates, SKILL.md