One voice, four boards.
11 standards govern how this site looks, sounds, argues, and proves its claims. Start with the prim. Each standard has a human page and matching Markdown copy.
prim-viewer · webmcp · cites this pack
Brand Prim.
Open Brand and Identity Format. identity.json is the store. This player cites it. Load the pack before writing copy, drawing a chart, or shipping UI under this name.
Writers use Plain English. AI readers and crawlers start at /ai.
Identity
The wordmark and monogram — how the name itself is drawn, spaced, and protected.
Color
Four boards and what each means. Color used wrong reads as someone else’s site instantly.
Typography
Serif is the voice, sans is the work, mono is the evidence. The hierarchy readers navigate by.
Voice
A personal brand’s real logo is how it sounds. Six laws, 100 plain-English translations, and worked rewrites.
Imagery
Photography and illustration direction — warmth over gloss, charts over decoration.
Data
Charts are brand assets. Seven validator-derived laws and the full form catalog.
Case studies
Rules for honest reporting with four ways to organize proof. Choose the form by the question, then show the receipts and limits.
Presentations
An argument moving through time. Four formats, one fixed story order, and type sized for the room.
Components
Native parts, every necessary condition, visible focus, plain feedback, touch targets, and motion that explains change.
Chat
Agents talking under this name are wearing the wordmark. The grain of the surface and the conduct of the speaker.
.json
Assets
The real files — marks, tokens, headshot. Never rebuild a mark by eye.
Governance & changelog.
Exceptions to any standard require Daniel's sign-off; agents log deviations here rather than working around them.
2026-08-21 — prim-viewer exposes WebMCP. A model talks to the open prim (prim-status, prim-tab, prim-face), not a scrape of the page.
2026-08-21 — prim-viewer hosted here: Flash for the brand prim. Registered in eidos-agi/prim. Fake JSON retired; the pack is a real OBIF.
2026-08-13 — Components expanded from a visual sample into a build standard: native parts, fields, feedback, every condition, accessibility, small-screen rules, motion, and a reusable-component check.
2026-08-13 — Presentations added as the eleventh standard: four formats, a fixed story order, type sized for the room, proof in sequence, and a final publishing check.
2026-08-13 — Case studies added as the tenth standard: rules for honest reporting, four ways to organize proof, clear source status, page-layout rules, and a final publishing check.
2026-08-03 — Brand center v1: nine standards, matching Markdown, and an AI-readable /ai index. Homepage aligned: voice, imagery, motion budget, and the briefings panel rebuilt as a house-style index.
× known deviation The State of X briefing pages use per-series palettes outside the four boards. Accepted for now; sub-brand rebrand is a roadmap item. (Their homepage panel is house-style as of v1.)
2026-08-03 — State of X gets a real database: stateof_series / stateof_issues / stateof_forecasts live in Postgres, 19 series seeded; homepage panel now a house-style release calendar (ReleaseCalendar, documented under Components).
roadmap — wire /stateof pages to the database · backfill issues · forecast scoring · State of X rebrand · lockups & sub-brand rules · naming table · contexts of use · multi-format logo exports · generate matching Markdown routes.