# OrcaTrade Brand Kit

> The single source of truth for everything visual, verbal, and structural about the OrcaTrade brand. Owned by the Brand & Creative Director (employee #6 in [marketing-ops.md](../marketing-ops.md)). Read by everyone else.

If you are about to publish anything OrcaTrade-branded — a blog post, a LinkedIn carousel, an ad creative, a slide, an email — you start here.

## How this kit is organised

| File | What's in it | Who pulls from it |
|------|--------------|-------------------|
| [01-identity.md](01-identity.md) | Logo files, clearspace, do/don't | All 7 |
| [02-colour.md](02-colour.md) | Full palette · hex / RGB / CMYK · accessibility pairs | All 7 |
| [03-typography.md](03-typography.md) | Cormorant Garant + Geist + Geist Mono · type scale | #1, #5, #6, #7 |
| [04-voice.md](04-voice.md) | Tone matrix · do/don't examples · register by channel | #1, #4, #5 |
| [05-messaging.md](05-messaging.md) | Positioning · ICP value props · elevator pitches | All 7 |
| [06-photography.md](06-photography.md) | Direction notes · approved suppliers · framing rules | #1, #5, #6 |
| [07-components.md](07-components.md) | Aurora · cards · stat tiles · CTA buttons · pricing tiers | #2, #6 |
| [08-templates.md](08-templates.md) | Channel templates: blog hero, social carousels, ads, email, decks | #1, #3, #4, #5 |
| [09-localisation.md](09-localisation.md) | EN / PL / DE rules — what to translate, what to keep | #1, #4, #5 |
| [10-assets.md](10-assets.md) | Asset registry — every approved photo/video/illustration | #6 maintains, all read |

## Versioning

This kit lives in git. Every change is auditable. The Brand & Creative Director is the only writer; pull requests from other roles get a single review pass.

When the brand evolves (new colour primary, new tagline, new ICP focus), bump the version at the bottom of the relevant file with a one-line changelog entry.

## When something isn't in the kit

If you're publishing something the kit doesn't cover, you have two options:

1. **Use the closest existing template** and flag a brand-kit gap to #6 in the Friday retro.
2. **Ask #6 directly** before improvising — small, fast decisions, not committee work.

Never publish branded work that improvises on identity (logo treatment), colour (off-palette hex), or messaging (positioning sentence). The kit is non-negotiable on those three.

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**Brand kit version:** 1.0 · 2026-05-08 · Initial scaffold from existing site CSS tokens and live messaging.