chorus-services/brand-assets/guidelines/brand-usage-guidelines.md

CHORUS Services Brand Usage Guidelines

Brand Overview

CHORUS Services represents enterprise-grade distributed AI orchestration through sophisticated, approachable visual identity. These guidelines ensure consistent, professional brand application across all touchpoints while maintaining the premium, technology-focused aesthetic that appeals to global enterprise clients.

Brand Positioning Statement

CHORUS Services eliminates context loss, reduces hallucinations, and enables scalable multi-agent collaboration through intelligent context management and distributed reasoning.

The brand conveys:

• Enterprise Reliability: Professional, trustworthy, scalable solutions
• Technical Innovation: Cutting-edge AI orchestration capabilities
• Global Accessibility: International appeal with sophisticated simplicity
• Approachable Expertise: Technical depth presented clearly and confidently

Logo Usage Standards

Primary Logo Applications

Horizontal Layout (Preferred)

• Use Cases: Website headers, business cards, letterhead, digital signatures
• Minimum Size: 120px width (digital), 1.5" width (print)
• Clear Space: Height of "C" in CHORUS on all sides
• Background: Carbon Black (#000000) or Natural Paper (#F5F5DC)

Stacked Layout (Vertical Applications)

• Use Cases: Social media profiles, mobile applications, square formats
• Minimum Size: 80px width (digital), 1" width (print)
• Proportion: Maintains icon-to-text relationship from horizontal version
• Background: Solid color fields only, no complex backgrounds

Icon-Only Applications

• Use Cases: Favicons, app icons, navigation elements, tight spaces
• Minimum Size: 16px (favicon), 32px (standard icon), 512px (high-resolution)
• Format: Square aspect ratio with rounded corners for app icons
• Background: Transparent or solid brand colors only

Logo Color Specifications

Primary Version (Dark Backgrounds)

/* For use on Carbon Black (#000000) or dark backgrounds */
--logo-icon: #F5F5DC;           /* Natural Paper */
--logo-accent: #007AFF;         /* Orchestration Blue */
--logo-primary-text: #F5F5DC;   /* Natural Paper */
--logo-secondary-text: #C0C0C0; /* Brushed Aluminum */

Reversed Version (Light Backgrounds)

/* For use on Natural Paper (#F5F5DC) or white backgrounds */
--logo-icon: #000000;           /* Carbon Black */
--logo-accent: #007AFF;         /* Orchestration Blue */
--logo-primary-text: #000000;   /* Carbon Black */
--logo-secondary-text: #8B4513; /* Walnut Brown */

Monochrome Applications

• Black: All elements in Carbon Black (#000000)
• White: All elements in Natural Paper (#F5F5DC)
• Blue: All elements in Orchestration Blue (#007AFF)
• Usage: Single-color printing, embossing, engraving, simple applications

Logo Placement Guidelines

Digital Applications

• Website Headers: Top-left placement, links to homepage
• Email Signatures: Left-aligned, followed by contact information
• Social Media: Profile images (icon-only), cover images (horizontal)
• Documents: Top-left on first page, smaller versions on subsequent pages

Print Applications

• Business Cards: Primary position, typically top-left or center
• Letterhead: Header placement, consistent with corporate identity
• Brochures: Front cover prominent, inside pages smaller versions
• Trade Show: Large format applications with maximum visibility

Typography Applications

Headline Hierarchy

Hero Headlines (Marketing Focus)

.hero-headline {
  font-family: -apple-system, BlinkMacSystemFont, 'SF Pro Display', sans-serif;
  font-size: clamp(48px, 8vw, 84px);
  font-weight: 800;
  line-height: 1.0;
  letter-spacing: -0.02em;
  color: var(--text-primary);
}

• Use Cases: Homepage hero, major campaign headlines
• Treatment: Gradient text effects approved for digital applications
• Length: Maximum 6 words for impact and readability

Section Headlines (Content Organization)

.section-headline {
  font-family: -apple-system, BlinkMacSystemFont, 'SF Pro Display', sans-serif;
  font-size: clamp(32px, 5vw, 48px);
  font-weight: 700;
  line-height: 1.1;
  letter-spacing: -0.015em;
  color: var(--text-primary);
}

• Use Cases: Page sections, component features, major content divisions
• Treatment: Solid colors only, no effects
• Length: Maximum 8 words for clarity

Component Headlines (Technical Focus)

.component-headline {
  font-family: -apple-system, BlinkMacSystemFont, 'SF Pro Display', sans-serif;
  font-size: clamp(24px, 4vw, 36px);
  font-weight: 600;
  line-height: 1.2;
  letter-spacing: -0.01em;
  color: var(--text-primary);
}

• Use Cases: WHOOSH, BZZZ, SLURP, COOEE component headers
• Treatment: May include component accent color
• Length: Component name + brief descriptor

Body Text Standards

Feature Descriptions (Marketing Content)

.feature-description {
  font-family: -apple-system, BlinkMacSystemFont, 'SF Pro Text', sans-serif;
  font-size: 18px;
  font-weight: 400;
  line-height: 1.6;
  color: var(--text-secondary);
  max-width: 65ch; /* Optimal reading length */
}

• Use Cases: Feature explanations, value propositions, marketing copy
• Tone: Professional but approachable, benefit-focused
• Length: 2-3 sentences maximum per paragraph

Technical Descriptions (Documentation)

.technical-description {
  font-family: -apple-system, BlinkMacSystemFont, 'SF Pro Text', sans-serif;
  font-size: 16px;
  font-weight: 400;
  line-height: 1.5;
  color: var(--text-secondary);
  max-width: 70ch;
}

• Use Cases: API documentation, integration guides, technical specifications
• Tone: Precise, clear, assumption-free
• Format: Numbered lists, bullet points, code examples

Color Application Standards

Primary Brand Colors Usage

Carbon Black (#000000)

• Primary Applications: Backgrounds, high-contrast text, logo elements
• Digital: Main website background, app interfaces, dark mode primary
• Print: Body text, headlines, premium finishing
• Avoid: Large solid areas in print (ink coverage issues)

Natural Paper (#F5F5DC)

• Primary Applications: Light backgrounds, high-contrast text, logo elements
• Digital: Light mode backgrounds, text on dark surfaces
• Print: Paper selection, background tints, accessibility contrast
• Avoid: Digital screens without proper calibration

Orchestration Blue (#007AFF)

• Primary Applications: Interactive elements, accent colors, system feedback
• Digital: Buttons, links, active states, progress indicators
• Print: Accent elements, callouts, technical diagrams
• Avoid: Large background areas (accessibility concerns)

Walnut Brown (#8B4513)

• Primary Applications: Warm accents, secondary text, natural elements
• Digital: Secondary buttons, icons, decorative elements
• Print: Text accents, border elements, warm contrast
• Avoid: Primary text (readability issues)

System Color Applications

Success States (Harmony Green #30D158)

• Usage: Positive feedback, completed states, growth metrics
• Examples: "Success" messages, completed tasks, positive data visualization
• Accessibility: Always test contrast on intended backgrounds

Warning States (Resonance Amber #FF9F0A)

• Usage: Attention required, important information, energy indicators
• Examples: "Warning" messages, attention callouts, active processes
• Accessibility: Ensure sufficient contrast for text applications

Error States (Alert Coral #FF453A)

• Usage: Error messages, critical alerts, problem indicators
• Examples: Form validation errors, system alerts, critical warnings
• Accessibility: Must meet WCAG AA contrast requirements

Content Tone & Voice Guidelines

Brand Voice Characteristics

Professional Authority

• Tone: Confident, knowledgeable, trustworthy
• Language: Technical precision without jargon overuse
• Examples: "CHORUS Services eliminates context loss through intelligent orchestration"
• Avoid: Overly casual language, uncertain qualifiers ("maybe", "might")

Approachable Expertise

• Tone: Helpful, clear, solution-oriented
• Language: Plain English explanations of complex concepts
• Examples: "Distributed AI coordination made simple and reliable"
• Avoid: Condescending language, oversimplification of serious topics

Global Accessibility

• Tone: Inclusive, internationally appropriate, culturally neutral
• Language: Clear sentence structure, common terminology
• Examples: "Scalable multi-agent collaboration for enterprise teams worldwide"
• Avoid: Regional idioms, cultural assumptions, complex grammatical constructions

Content Structure Guidelines

Headlines and Titles

• Format: Sentence case preferred over title case
• Length: 6-8 words maximum for headlines, 12 words maximum for page titles
• Focus: Benefit-driven for marketing, function-driven for technical content
• Examples:
  • "Orchestrate AI agents without the hallucinations"
  • "Enterprise-ready distributed reasoning platform"

Descriptions and Body Copy

• Paragraph Length: 2-3 sentences maximum
• Sentence Length: 15-20 words average, 25 words maximum
• Structure: Lead with benefit, follow with explanation, end with action
• Examples:
  • "Context-aware AI coordination reduces hallucinations by 78%. CHORUS Services maintains intelligent context across distributed agents, ensuring consistent, reliable outputs for enterprise applications."

Technical Documentation

• Structure: Step-by-step procedures, numbered lists, clear headings
• Language: Active voice, imperative mood, specific instructions
• Format: Code examples, API references, integration guides
• Examples:
  • "Initialize CHORUS orchestration: ./chorus.sh start"
  • "Configure agent endpoints in config/whoosh.yaml"

Digital Brand Applications

Website Design Standards

Header Treatment

• Logo Placement: Top-left, consistent size across pages
• Navigation: Horizontal, SF Pro Text Medium, 16px
• CTA Buttons: Orchestration Blue, SF Pro Text Semibold, prominent placement
• Background: Carbon Black (#000000) with Natural Paper (#F5F5DC) text

Hero Section Requirements

• Background: Dark gradient or solid Carbon Black
• Typography: Hero headline + supporting description + CTA
• Layout: Centered content, maximum 1200px width
• Animation: Subtle fade-in effects, respect reduced motion preferences

Component Sections

• Background: Alternating dark/light sections for visual rhythm
• Icons: Component-specific colors with CHORUS brand connection
• Typography: Section headline + feature grid + supporting details
• CTA Integration: Clear next steps for each component

Social Media Brand Standards

Profile Applications

• Profile Image: Icon-only CHORUS logo, square format
• Cover Image: Horizontal logo with brand message
• Bio Content: Consistent brand voice, key platform benefits
• Hashtags: #CHORUSServices #DistributedAI #EnterpriseAI

Content Guidelines

• Visual Style: Dark backgrounds preferred, high contrast
• Typography: Brand fonts where supported, consistent hierarchy
• Color Usage: Primary brand colors, avoid off-brand combinations
• Messaging: Professional tone, benefit-focused content

Email Communications

Signature Standards

[CHORUS Logo - Horizontal, 120px width]

Your Name
Title, CHORUS Services
email@chorus.services | +1 (555) 123-4567
https://www.chorus.services

Distributed AI Orchestration Without the Hallucinations

Newsletter Design

• Header: CHORUS logo + navigation links
• Typography: SF Pro Text hierarchy, readable sizes
• Color Scheme: Dark header/footer, light content areas
• CTA Buttons: Orchestration Blue, clear calls-to-action

Print Brand Applications

Business Collateral Standards

Business Cards

• Size: Standard 3.5" × 2" (89mm × 51mm)
• Logo: Horizontal layout, maximum 1.5" width
• Typography: SF Pro Text hierarchy, minimum 8pt size
• Color: Carbon Black text on Natural Paper background
• Finish: Matte coating preferred for premium feel

Letterhead Design

• Logo: Top-left placement, 1.75" width maximum
• Contact Info: Right-aligned header or footer placement
• Typography: SF Pro Text, professional hierarchy
• Color: Minimal color usage, focus on typography and layout

Brochure Standards

• Cover: Large logo, compelling headline, minimal text
• Interior: Component sections with icons and descriptions
• Typography: Clear hierarchy, generous white space
• Color: Full brand palette with accessibility considerations

Large Format Applications

Trade Show Displays

• Logo: Maximum visibility, readable from 10+ feet
• Typography: Large headlines, minimal body text
• Color: High contrast combinations for visibility
• Messaging: Key benefits, clear contact information

Vehicle Graphics

• Logo: Simplified versions for vehicle applications
• Contact: Website URL prominently displayed
• Color: High contrast for visibility and safety
• Placement: Professional, non-intrusive positioning

Brand Protection Guidelines

Approved Usage

• Marketing materials by authorized CHORUS Services team members
• Partner materials with proper brand license and approval
• Media coverage with appropriate brand credit and context
• Educational content referencing CHORUS Services capabilities

Prohibited Usage

• Competitor materials or comparative advertising without permission
• Modified logos, colors, or typography outside brand specifications
• Inappropriate contexts that could damage brand reputation
• Commercial usage without proper licensing agreements

Quality Control Standards

• All brand applications must meet accessibility requirements
• Print applications require brand team approval before production
• Digital applications should follow responsive design principles
• International applications may require cultural sensitivity review

This comprehensive brand usage guide provides CHORUS Services with clear, actionable standards for maintaining consistent, professional brand presentation across all applications and audiences.