{
  "obif_version": "0.1.0",
  "okf_version": "0.2",
  "profile": "obif",
  "spec": "https://github.com/eidos-agi/prim.obif",
  "brand": {
    "id": "brand:daniel-shanklin",
    "display_name": "Daniel Shanklin",
    "legal_name": "Daniel Shanklin (personal brand)",
    "positioning": "One voice, four boards. A personal brand whose real logo is how it sounds.",
    "personality": [
      "specific",
      "first-person",
      "plain",
      "operator",
      "misses-included"
    ],
    "promise": "Lead with the point. End concrete.",
    "house": "personal",
    "status": "active"
  },
  "logo": {
    "variants": [
      {
        "id": "logo:wordmark",
        "role": "primary",
        "modes": ["full"],
        "clear_space": {
          "unit": "cap-height",
          "value": 1.0,
          "note": "cap-height of the D on all sides"
        },
        "min_size": { "digital_px": 140 },
        "asset_id": "asset:wordmark-svg",
        "misuse": [
          "no_stretch",
          "no_condense",
          "no_sans",
          "no_recolor_stop",
          "no_busy_ground",
          "no_tagline"
        ]
      },
      {
        "id": "logo:monogram",
        "role": "icon",
        "modes": ["full"],
        "note": "Use below the wordmark floor (140px wide).",
        "min_size": { "digital_px": 24 },
        "asset_id": "asset:monogram-svg",
        "misuse": ["no_stretch", "no_recolor_stop", "no_sans"]
      },
      {
        "id": "logo:monogram-reverse",
        "role": "icon",
        "modes": ["reverse"],
        "note": "Reversed monogram only on wood-800 or darker.",
        "min_size": { "digital_px": 24 },
        "asset_id": "asset:monogram-reversed-svg",
        "misuse": ["no_reverse_on_cream", "no_stretch"]
      }
    ]
  },
  "color": {
    "boards": [
      { "id": "board:cream", "meaning": "paper", "job": "surfaces" },
      { "id": "board:wood", "meaning": "ink", "job": "every word" },
      { "id": "board:orange", "meaning": "action", "job": "the stop, the chart" },
      { "id": "board:sage", "meaning": "assent", "job": "passes, savings" }
    ],
    "constraints": [
      "no_fifth_hue",
      "no_red",
      "no_blue",
      "no_purple",
      "chart_hue_is_orange-500_only"
    ],
    "tokens": [
      {
        "id": "color:cream-50",
        "token": "cream-50",
        "role": "neutral",
        "job": "page + chart surface",
        "hex": "#F9F8F6",
        "rgb": [249, 248, 246],
        "contrast": { "wood-800": "15.95:1 AA" }
      },
      {
        "id": "color:cream-200",
        "token": "cream-200",
        "role": "neutral",
        "job": "grid lines",
        "hex": "#E9E2D8",
        "rgb": [233, 226, 216]
      },
      {
        "id": "color:cream-600",
        "token": "cream-600",
        "role": "neutral",
        "job": "reference bars",
        "hex": "#C1AC90",
        "rgb": [193, 172, 144]
      },
      {
        "id": "color:wood-300",
        "token": "wood-300",
        "role": "neutral",
        "job": "axes, muted ink",
        "hex": "#A29286",
        "rgb": [162, 146, 134],
        "constraints": ["decorative_only_on_cream", "never_sole_carrier"]
      },
      {
        "id": "color:wood-500",
        "token": "wood-500",
        "role": "secondary",
        "job": "secondary ink",
        "hex": "#6B5D52",
        "rgb": [107, 93, 82]
      },
      {
        "id": "color:wood-800",
        "token": "wood-800",
        "role": "primary",
        "job": "primary ink",
        "hex": "#201C18",
        "rgb": [32, 28, 24]
      },
      {
        "id": "color:orange-200",
        "token": "orange-200",
        "role": "accent",
        "job": "headshot ring",
        "hex": "#E7D1B6",
        "rgb": [231, 209, 182]
      },
      {
        "id": "color:orange-500",
        "token": "orange-500",
        "role": "accent",
        "job": "THE chart color, wordmark stop, action",
        "hex": "#B47E3C",
        "rgb": [180, 126, 60],
        "constraints": ["only_chart_hue", "scarce_on_purpose"]
      },
      {
        "id": "color:orange-700",
        "token": "orange-700",
        "role": "semantic",
        "semantic": "fail",
        "job": "fail / cost marks",
        "hex": "#825B2B",
        "rgb": [130, 91, 43],
        "constraints": ["glyph_plus_color", "no_red"]
      },
      {
        "id": "color:sage-600",
        "token": "sage-600",
        "role": "semantic",
        "semantic": "pass",
        "job": "pass / savings marks",
        "hex": "#6D8961",
        "rgb": [109, 137, 97],
        "constraints": ["glyph_plus_color"]
      }
    ],
    "projection": "assets/tokens.json"
  },
  "typography": {
    "no_webfonts": true,
    "roles": [
      {
        "id": "type:display",
        "role": "display",
        "family": "Georgia",
        "fallback": ["Cambria", "Times New Roman", "Times", "serif"],
        "job": "voice",
        "weights": [400]
      },
      {
        "id": "type:ui",
        "role": "UI",
        "family": "system-ui",
        "fallback": ["-apple-system", "BlinkMacSystemFont", "Segoe UI", "Roboto", "Helvetica Neue", "Arial", "sans-serif"],
        "job": "work",
        "weights": [400, 600]
      },
      {
        "id": "type:mono",
        "role": "mono",
        "family": "ui-monospace",
        "fallback": ["SFMono-Regular", "Menlo", "Consolas", "monospace"],
        "job": "evidence"
      }
    ],
    "rules": [
      "serif_never_does_chrome",
      "mono_means_verifiable",
      "two_weights_enough"
    ]
  },
  "imagery": {
    "rules": [
      {
        "id": "imagery:headshot",
        "kind": "photography",
        "do": "One approved headshot, circle crop, 4px orange-200 ring. If a platform forces square, center the circle on cream.",
        "do_not": ["filters", "other_rings", "square_crop_unless_forced", "screenshot_from_another_page"],
        "asset_id": "asset:headshot"
      },
      {
        "id": "imagery:photo",
        "kind": "photography",
        "do": "Natural light. Real workspaces, real tools, real paper. Warm neutrals. Hands doing things.",
        "do_not": ["blue-tinted tech stock", "circuit-board brains", "hoodie hackers", "glowing neural nets", "glossy 3D renders"]
      },
      {
        "id": "imagery:figures",
        "kind": "illustration",
        "do": "If a chart can do the job, the chart is the image. Hand-written static SVG on cream-50.",
        "do_not": ["decorative stock", "chart libraries", "fifth hue on marks"]
      }
    ]
  },
  "voice": {
    "attributes": [
      "Lead with the point",
      "Numbers carry baselines",
      "Misses included",
      "Plain over polished",
      "End concrete",
      "Punctuation on a budget"
    ],
    "rules": [
      {
        "id": "voice:lead-with-the-point",
        "context": ["all"],
        "do_say": ["The first sentence answers what happened."],
        "do_not_say": ["Here's the uncomfortable thing", "In today's world"]
      },
      {
        "id": "voice:numbers",
        "context": ["all"],
        "do_say": ["-61% vs baseline, median of 3 runs"],
        "do_not_say": ["dramatically less", "significantly improved"]
      },
      {
        "id": "voice:plain",
        "context": ["all"],
        "do_not_say": ["leverage", "game-changer", "revolutionary", "synergy", "ecosystem (figurative)", "landscape (figurative)", "navigate (figurative)"],
        "note": "Full list: https://danielshanklin.com/brand/plain-english"
      },
      {
        "id": "voice:punctuation",
        "context": ["all"],
        "do": "At most one em dash per ~500 words. Prefer commas, parentheses, new sentences."
      },
      {
        "id": "voice:chat",
        "context": ["chat", "agent"],
        "do": "Show the work. Disclose agency. Ask only blocking questions. Errors verbatim.",
        "do_not_say": ["Great question!", "Something went wrong", "hang tight"],
        "hard_rule": "An agent never passes as Daniel."
      }
    ]
  },
  "usage_rules": [
    {
      "id": "usage:four-boards",
      "rule": "Four ramps only: cream, wood, orange, sage."
    },
    {
      "id": "usage:chart-hue",
      "rule": "orange-500 is the only chart hue."
    },
    {
      "id": "usage:status",
      "rule": "Status is glyph + color. There is no red. sage-600 check, orange-700 x."
    },
    {
      "id": "usage:text-wears-ink",
      "rule": "Text wears wood-800 / wood-500, never series color."
    },
    {
      "id": "usage:agency",
      "rule": "An agent talking under this name is wearing the wordmark. It never passes as Daniel."
    }
  ],
  "assets": [
    {
      "id": "asset:wordmark-svg",
      "path": "assets/wordmark.svg",
      "kind": "logo",
      "url": "https://danielshanklin.com/brand/wordmark.svg",
      "content_hash": "sha256:25cc96611e5f76c5f2ee82ef5532e569980e0913a3cbad4f1642e3129748087e"
    },
    {
      "id": "asset:monogram-svg",
      "path": "assets/monogram.svg",
      "kind": "logo",
      "url": "https://danielshanklin.com/brand/monogram.svg",
      "content_hash": "sha256:3dd195d87bf8f7a627948e4aa4290192c92efee9256064b8f35970e3993ac15e"
    },
    {
      "id": "asset:monogram-reversed-svg",
      "path": "assets/monogram-reversed.svg",
      "kind": "logo",
      "url": "https://danielshanklin.com/brand/monogram-reversed.svg",
      "content_hash": "sha256:cddde556e7406da7d7f6c8edf84f916d028ade402f135df602680972918da5f8"
    },
    {
      "id": "asset:headshot",
      "path": "assets/djs-headshot.jpeg",
      "kind": "imagery",
      "url": "https://danielshanklin.com/djs-headshot.jpeg",
      "content_hash": "sha256:9fb44d0a7d51193c6167318deddd388b5fe7e65733d2b1377d82afe42aa8e535"
    },
    {
      "id": "asset:tokens",
      "path": "assets/tokens.json",
      "kind": "tokens",
      "url": "https://danielshanklin.com/brand/tokens.json",
      "content_hash": "sha256:9e8ab8e7134b950a109825320a30497248b45b337dd9ab931fbf3194c8e2afa9",
      "note": "DTCG-adjacent ramp projection. identity.json is semantic authority."
    }
  ],
  "governance": {
    "approvals": [
      {
        "id": "approval:brand-center-v1",
        "what": "Brand Center v1: nine standards, matching Markdown, /ai index",
        "at": "2026-08-03",
        "by": "human:daniel-shanklin",
        "method": "design lock on danielshanklin.com/brand"
      },
      {
        "id": "approval:standards-10-11",
        "what": "Case studies and presentations added as tenth and eleventh standards",
        "at": "2026-08-13",
        "by": "human:daniel-shanklin"
      }
    ],
    "known_deviations": [
      {
        "id": "dev:stateof-palettes",
        "what": "State of X briefing pages use per-series palettes outside the four boards. Homepage panel is house-style. Sub-brand rebrand is a roadmap item.",
        "status": "accepted"
      }
    ],
    "supersedes": []
  },
  "read_next": [
    "https://danielshanklin.com/brand/identity.md",
    "https://danielshanklin.com/brand/color.md",
    "https://danielshanklin.com/brand/voice.md",
    "https://danielshanklin.com/brand/data.md",
    "https://danielshanklin.com/brand/chat.md",
    "https://github.com/eidos-agi/prim.obif"
  ],
  "provenance": {
    "by": "agent:grok-build",
    "at": "2026-08-21",
    "method": "Encoded from the live Brand Center already in force. identity.json is the semantic authority for this pack. The eleven standards pages remain the human shop floor. Human lock of the brand itself: Brand Center v1, 2026-08-03, human:daniel-shanklin."
  }
}