# Visual Identity

Design guidelines for brand consistency.

## Logo Guidelines

### Logo Variations
- Primary logo (full)
- Secondary logo (simplified)
- Icon/mark only
- Wordmark only
- Monochrome versions

### Usage Rules
- Minimum size requirements
- Clear space requirements
- Approved backgrounds
- Prohibited modifications

### Don'ts
- Don't stretch/distort
- Don't change colors
- Don't add effects
- Don't rotate
- Don't use on busy backgrounds

## Color Palette

### Primary Colors
- 1-2 main brand colors
- Used in logo and key elements
- Defines brand recognition

### Secondary Colors
- 2-4 supporting colors
- Used for accents and variety
- Complement primary colors

### Color Specifications
| Color | Hex | RGB | CMYK | Pantone |
|-------|-----|-----|------|---------|
| Primary | #XXXXXX | R,G,B | C,M,Y,K | XXXX |

### Usage Guidelines
- Primary for CTAs and key elements
- Secondary for supporting elements
- Background colors
- Text colors

## Typography

### Primary Typeface
- Headlines and emphasis
- Brand personality expression
- Limited to 2-3 weights

### Secondary Typeface
- Body copy
- Readability focus
- More weights available

### Hierarchy
| Element | Font | Size | Weight |
|---------|------|------|--------|
| H1 | Primary | 48px | Bold |
| H2 | Primary | 36px | Bold |
| Body | Secondary | 16px | Regular |

## Imagery Style

### Photography
- Style (candid vs staged)
- Color treatment
- Subjects and settings
- Lighting preferences

### Illustrations
- Style (flat, dimensional, etc.)
- Color usage
- Line weights
- Complexity level

### Iconography
- Style consistency
- Stroke vs filled
- Corner radius
- Grid system

## Design Elements

### Patterns
- Geometric patterns
- Textures
- Backgrounds

### Shapes
- Characteristic shapes
- Container styles
- Dividers

### Effects
- Shadows
- Gradients
- Overlays
