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Read-only local campaign artifact

brand-system.md

direct-content-wave-8/brand-guideline-generator/brand-system.md

# Flat Fee House Cleaners Sarasota Brand System

## Evidence and boundary

The retained public homepage capture is the source for business facts, services, phone, address, hours, and copy themes. The current target URL was not mined in this run. No live CSS, logo, or existing palette was available. Every token below is **derived, not extracted**. The source capture is `../../content-wave-2/homepage-source.txt` with SHA-256 `026E1B0FE14CA9C0114078E996A79BDC5253914705DACF3137F4C11C86C85DA0`.

## Positioning

Flat Fee House Cleaners Sarasota helps Sarasota homeowners and businesses arrange residential, commercial, deep, move in/out, rental, and other listed cleaning services with flat-rate pricing language, flexible scheduling, and a quote-first call to action. This is source-bounded positioning, not an independently verified market claim.

**Tagline:** A cleaner space, clearly arranged.

**Anchor:** Stripe supplies the conservative 4/6/8/12px radius discipline and tinted elevation technique. Starbucks supplies the idea of restrained service-brand warmth. The palette is original and derived, not copied from either reference.

## Color and accessibility

The light system is the default. Dark is opt-in only through `[data-theme="dark"]`. Full tokens are in `brand-tokens.css` and `brand-tokens.json`.

```text
pairing                   fg        bg        ratio  verdict
text-primary on canvas    #16342A   #FFFFFF   13.47  AAA (need 4.5)
text-secondary on canvas  #3B5C51   #FFFFFF   7.41   AAA (need 4.5)
text-muted on canvas      #557064   #FFFFFF   5.4    AA (need 4.5)
text-primary on surface   #16342A   #F5F8F7   12.61  AAA (need 4.5)
on-brand on brand         #FFFFFF   #1F6B4F   6.41   AA (need 4.5)
brand on canvas           #1F6B4F   #FFFFFF   6.41   AA (need 4.5)
border-strong on canvas   #687A72   #FFFFFF   4.55   AA (need 3.0)
focus on canvas           #0F6B59   #FFFFFF   6.43   AA (need 3.0)
success on canvas         #1B6E43   #FFFFFF   6.25   AA (need 4.5)
warning on canvas         #825400   #FFFFFF   6.53   AA (need 4.5)
danger on canvas          #A52A2A   #FFFFFF   7.08   AAA (need 4.5)
```

## Typography

| Token | Size | Line height | Weight | Tracking |
|---|---:|---:|---:|---:|
| display | 48.8px / 3.052rem | 1.08 | 600 | -0.02em |
| h1 | 39.1px / 2.441rem | 1.15 | 600 | -0.018em |
| h2 | 31.3px / 1.953rem | 1.20 | 600 | -0.014em |
| h3 | 25px / 1.563rem | 1.30 | 600 | -0.01em |
| h4 | 20px / 1.25rem | 1.40 | 600 | -0.005em |
| body | 16px / 1rem | 1.60 | 400 | 0 |
| small | 12.8px / .8rem | 1.50 | 400 | .005em |
| caption | 10.24px / .64rem | 1.45 | 500 | .02em |

Use Source Serif 4 for display and Inter for interface and body text. Both are Google Fonts choices, not existing-site extraction.

## Component rules

| Component | Concrete rule |
|---|---|
| Primary button | `#1F6B4F` background, white text, 44px height, 12px 18px padding, 6px radius, 16px/600 text, `#18553F` hover, `#123F30` active, 3px `#0F6B59` focus ring with 2px offset, disabled at 45% opacity. |
| Secondary button | White background, `#1F6B4F` text, 1px `#687A72` border, same dimensions, `#E7F2EC` hover. |
| Ghost button | Transparent background, `#1F6B4F` text, no border, 44px height, `#E7F2EC` hover. |
| Input | 44px height, 12px horizontal padding, 1px `#687A72` border, 6px radius, `#0F6B59` focus ring, `#557064` placeholder, `#A52A2A` error border and text. |
| Card | `#FFFFFF` background, 1px `#D3DED9` border, 8px radius, 24px padding, elevation 1, elevation 2 on hover only when the whole card is interactive. |
| Badge | `#E7F2EC` background, `#1F6B4F` text, 9999px radius, 4px 8px padding, 12.8px/500 text. |
| Nav | White background, 72px height, `#D3DED9` bottom border, `#16342A` links, active link has 2px `#1F6B4F` underline. |
| Inline link | `#1F6B4F` with 1px underline, `#18553F` hover, visited retains `#1F6B4F` and underline. |

## Voice strings

1. **Hero:** Cleaning that fits your Sarasota day.
2. **Subhead:** Tell us what needs attention and request a flat-rate cleaning quote for your home, rental, or workplace.
3. **CTA:** Request a quote
4. **Form error:** Add a phone number so the team can follow up about your cleaning request.
5. **Empty state:** No cleaning requests are saved yet. Start with the space and service you need cleaned.
6. **Confirmation:** Your quote request was received. The team will follow up using the contact details you provided.

| Situation | We say | We do not say |
|---|---|---|
| Quote entry | Request a free cleaning quote. | Get an instant guaranteed price. |
| Service choice | Choose the cleaning service that fits your space. | Pick any package and we handle everything. |
| Scheduling | Share the day and time that work best for you. | Book in seconds, guaranteed. |
| Family-safe language | Ask about cleaning products for your home or pets. | Our products are safe for everyone, always. |
| Move cleaning | Plan your move in or move out cleaning early. | We guarantee your deposit back. |
| Follow-up | We will use the contact details you provide to follow up. | We will call immediately. |

## Value propositions and claim discipline

| Buying objection | Source-bounded value proposition |
|---|---|
| I need to know cost before I commit. | The captured site describes flat-rate pricing and a free quote request. |
| My schedule is busy. | The captured site describes flexible scheduling. |
| I need more than routine home cleaning. | The captured navigation lists residential, commercial, Airbnb, deep, window, pressure washing, emergency, green, move in/out, office, and medical facility cleaning. |

Do not use unsupported superlatives such as "most trusted," "best," "#1," or a numerical performance claim in new assets unless independently verified. Avoid the source's inconsistent references to an unnamed Sarasota business and non-cleaning work descriptions.

## Imagery and logo handoff

No stock photography. Use only client-provided photography or deliberately commissioned/generated imagery after approval. Suggested image brief: bright natural window light, 4:3 and 16:9 crops, tidy lived-in Sarasota home details or a real cleaning team at work, mid-distance framing, no text over imagery.

No logo was created. It requires a client-approved name treatment and concept. When authorized, hand `Flat Fee House Cleaners Sarasota`, `#1F6B4F`, `#8B4A1E`, and the positioning statement to `logo-generator`. Required future rules: clear space equals one cap height, minimum digital width 120px, minimum print width 1.25in, and one-color use must be solid `#16342A` on light surfaces or white on dark surfaces.

## Do and do not

**Do:** use a calm white surface, clear action labels, source-bounded service language, and visible focus states.

**Do not:** create logo files before approval, describe derived colors as extracted, promise exact pricing or timing, or claim outcomes not supplied by the business.