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The website's Adobe Fonts kit belongs to the previous agency; font files are not in this package.", "Clear space and minimum size for the wordmark.", "Off-brand examples.", "Media other than web and slides (documents, social, print, video).", "Voice and writing rules.", "Static grid device artwork for slides (only the website intro Lottie exists here)." ], "tokens": [ { "path": "color.black", "type": "color", "value": { "colorSpace": "srgb", "components": [ 0, 0, 0 ], "hex": "#000000" }, "display": "#000000", "css": "#000000", "status": "sourced", "source": "website CSS --black" }, { "path": "color.white", "type": "color", "value": { "colorSpace": "srgb", "components": [ 1, 1, 1 ], "hex": "#ffffff" }, "display": "#ffffff", "css": "#ffffff", "status": "confirmed", "source": "George, 2026-11-06: pure white, not the off-white seen in deck PDFs" }, { "path": "color.black-10", "type": "color", "value": { "colorSpace": "srgb", "components": [ 0, 0, 0 ], "alpha": 0.1, "hex": "#000000" }, 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"display": "30px", "css": "30px", "description": "Website column gutter and page margin.", "status": "sourced", "source": "website CSS" }, { "path": "space.margin", "type": "dimension", "value": { "value": 30, "unit": "px" }, "display": "30px", "css": "30px", "alias": "space.gutter", "status": "sourced", "source": "website CSS" }, { "path": "space.slide-margin", "type": "dimension", "value": { "value": 80, "unit": "px" }, "display": "80px", "css": "80px", "description": "Slide margin at 1920×1080.", "status": "assumed", "source": "estimated from deck PDFs" }, { "path": "grid.columns", "type": "number", "value": 6, "display": "6", "css": "6", "description": "Website content grid.", "status": "sourced", "source": "website CSS" }, { "path": "grid.columns-logos", "type": "number", "value": 8, "display": "8", "css": "8", "description": "Website client logo grid.", "status": "sourced", "source": "website CSS" }, { "path": "grid.columns-cards", "type": "number", "value": 3, "display": "3", 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letter-spacing 0px", "css": "500 20px/1.2 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing 0px", "status": "assumed", "source": "estimated from deck PDFs" }, { "path": "typography.slide.numeral", "type": "typography", "value": { "fontFamily": [ "Helvetica Neue LT Pro", "Helvetica Neue", "Helvetica", "Arial", "sans-serif" ], "fontSize": { "value": 200, "unit": "px" }, "fontWeight": 500, "letterSpacing": { "value": -6, "unit": "px" }, "lineHeight": 0.85 }, "display": "500 200px/0.85 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing -6px", "css": "500 200px/0.85 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing -6px", "status": "assumed", "source": "estimated from deck PDFs" }, { "path": "typography.slide.footer", "type": "typography", "value": { "fontFamily": [ "Helvetica Neue LT Pro", "Helvetica Neue", "Helvetica", "Arial", "sans-serif" ], "fontSize": { "value": 14, "unit": "px" }, "fontWeight": 400, "letterSpacing": { "value": 0, "unit": "px" }, "lineHeight": 1.2 }, "display": "400 14px/1.2 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; 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A piece made for a client may use one colour from that client's brand." }, "proportion": "Black and white only. 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On deck covers it is 4 columns by 2 rows filling the slide inside the margins. The website intro animates a dense grid zooming out to a coarse one.", "asset": "grid-intro", "status": "inferred" }, "elements": { "outline-box": { "spec": "Rectangle with a 1px (border.hairline) line in #000000 (color.scheme.light.border) (or dark), no fill, no radius, no shadow. Holds text or a diagram.", "status": "inferred" }, "label-box": { "spec": "Rectangle filled with the foreground colour, text in the background colour, 500 20px/1.2 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.label). Used for row and column labels.", "status": "inferred" }, "divider": { "spec": "Full-width 1px (border.hairline) line in the scheme's divider colour, between sections.", "status": "sourced" }, "round-button": { "spec": "Circular button filled with #000000 (color.black), icon in #ffffff (color.white). Turns 360° on hover in 200ms (duration.hover).", "status": "sourced" }, "slide-footer": { "spec": "\"FUNDAMENTALco Confidential\" bottom-left in 400 14px/1.2 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.footer); page number bottom-right; client logo small in a top or bottom corner.", "status": "inferred" } }, "avoid": [ { "rule": "Do not use any colour except black and white for FUNDAMENTALco's own material. A client colour is the only exception.", "status": "assumed" }, { "rule": "Do not use more than one accent colour in a piece.", "status": "assumed" }, { "rule": "Do not round corners or add shadows.", "status": "inferred" }, { "rule": "Do not set headings in bold (700). Use 400 or 500.", "status": "assumed" }, { "rule": "Do not use an off-white or cream background. White is #FFFFFF.", "status": "confirmed" }, { "rule": "Do not recolour, outline, stretch or retype the wordmark.", "status": "assumed" }, { "rule": "Do not use a typeface other than Helvetica Neue for FUNDAMENTALco's own material.", "status": "assumed" }, { "rule": "Do not add gradients to FUNDAMENTALco's own material.", "status": "assumed" } ] }, "rawRoles": { "color": { "schemes": [ "dark", "light" ], "accent": { "from": "external", "note": "FUNDAMENTALco has no accent colour of its own. A piece made for a client may use one colour from that client's brand." }, "proportion": "Black and white only. A client accent, if used, stays under 10% of the area.", "denied": [ { "background": "{color.black}", "foreground": "{color.black-25}", "reason": "dimmed text is only for inactive items", "never for content": null } ], "status": "assumed" }, "typography": { "roles": { "display": "{typography.display}", "headline": "{typography.headline}", "title": "{typography.title}", "body": "{typography.body}", "slide-title": "{typography.slide.title}", "slide-body": "{typography.slide.body}", "slide-label": "{typography.slide.label}", "slide-numeral": "{typography.slide.numeral}", "slide-footer": "{typography.slide.footer}" }, "headlineWeight": "{font.weight.medium}", "status": "sourced" }, "logo": { "variantsByBackground": { "light": "wordmark-black", "dark": "wordmark-white", "photo": "wordmark-white" }, "clearSpace": "The height of the wordmark on all sides.", "minWidth": "{logo.min-width}", "status": "assumed" }, "device": { "name": "line grid", "description": "A rectangular grid of thin lines in the foreground colour. On deck covers it is 4 columns by 2 rows filling the slide inside the margins. The website intro animates a dense grid zooming out to a coarse one.", "asset": "grid-intro", "status": "inferred" }, "elements": { "outline-box": { "spec": "Rectangle with a {border.hairline} line in {color.scheme.light.border} (or dark), no fill, no radius, no shadow. Holds text or a diagram.", "status": "inferred" }, "label-box": { "spec": "Rectangle filled with the foreground colour, text in the background colour, {typography.slide.label}. Used for row and column labels.", "status": "inferred" }, "divider": { "spec": "Full-width {border.hairline} line in the scheme's divider colour, between sections.", "status": "sourced" }, "round-button": { "spec": "Circular button filled with {color.black}, icon in {color.white}. Turns 360° on hover in {duration.hover}.", "status": "sourced" }, "slide-footer": { "spec": "\"FUNDAMENTALco Confidential\" bottom-left in {typography.slide.footer}; page number bottom-right; client logo small in a top or bottom corner.", "status": "inferred" } }, "avoid": [ { "rule": "Do not use any colour except black and white for FUNDAMENTALco's own material. A client colour is the only exception.", "status": "assumed" }, { "rule": "Do not use more than one accent colour in a piece.", "status": "assumed" }, { "rule": "Do not round corners or add shadows.", "status": "inferred" }, { "rule": "Do not set headings in bold (700). Use 400 or 500.", "status": "assumed" }, { "rule": "Do not use an off-white or cream background. White is #FFFFFF.", "status": "confirmed" }, { "rule": "Do not recolour, outline, stretch or retype the wordmark.", "status": "assumed" }, { "rule": "Do not use a typeface other than Helvetica Neue for FUNDAMENTALco's own material.", "status": "assumed" }, { "rule": "Do not add gradients to FUNDAMENTALco's own material.", "status": "assumed" } ] }, "rules": [ { "id": "COL-01", "topic": "color", "rule": "Use black and white only. White is pure #FFFFFF.", "severity": "must", "applies_to": [ "web", "slides" ], "status": "confirmed", "source": "George, 2026-11-06 (white); website CSS (black)" }, { "id": "COL-02", "topic": "color", "rule": "A piece made for a client may add one colour taken from the client's brand, used for emphasis only (a numeral, a highlight, a key shape).", "severity": "should", "applies_to": [ "slides" ], "status": "assumed", "source": "Evident (blue), Equinix (magenta), Vista (orange), The Met and Olaplex (yellow highlight)" }, { "id": "COL-03", "topic": "color", "rule": "Keep a client accent under 10% of the area of any slide or screen.", "severity": "should", "applies_to": [ "slides", "web" ], "status": "assumed" }, { "id": "COL-04", "topic": "color", "rule": "Show inactive items (for example the other agenda items) at 25% opacity of the foreground colour.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "COL-05", "topic": "color", "rule": "Use the dark scheme (black background) for covers and section dividers, and the light scheme (white background) for content slides.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "GRID-01", "topic": "device", "rule": "The line grid is the signature graphic. Use it on deck covers and section dividers, on black.", "severity": "should", "applies_to": [ "slides", "web" ], "status": "assumed", "source": "every deck cover; A24 and The Met dividers; website intro" }, { "id": "GRID-02", "topic": "device", "rule": "On covers, draw the grid 4 columns by 2 rows inside the margins, in hairline white lines, with the wordmark above it.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "GRID-03", "topic": "device", "rule": "Do not fill grid cells with colour or images; text may sit inside a cell.", "severity": "should", "applies_to": [ "slides" ], "status": "assumed" }, { "id": "IMG-01", "topic": "imagery", "rule": "Portraits are black and white.", "severity": "should", "applies_to": [ "web", "slides" ], "status": "inferred" }, { "id": "IMG-02", "topic": "imagery", "rule": "Full-bleed photographs carry a dark overlay so white text on top reads clearly.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "IMG-03", "topic": "imagery", "rule": "Client imagery and product shots appear inside a frame or box, not full bleed.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "LAY-01", "topic": "layout", "rule": "Website pages use a 6 (grid.columns)-column grid with 30px (space.gutter) gutters and margins.", "severity": "must", "applies_to": [ "web" ], "status": "sourced" }, { "id": "LAY-02", "topic": "layout", "rule": "Separate sections with a full-width hairline in the scheme's divider colour.", "severity": "should", "applies_to": [ "web", "slides" ], "status": "sourced" }, { "id": "LAY-03", "topic": "layout", "rule": "Put information in outline boxes (1px, square corners, no fill); use filled label boxes for row or column headers.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "LAY-04", "topic": "layout", "rule": "Leave generous empty space; one idea per slide.", "severity": "should", "applies_to": [ "slides" ], "status": "assumed" }, { "id": "LAY-05", "topic": "layout", "rule": "Keep 80px (space.slide-margin) margins on 1920×1080 slides.", "severity": "should", "applies_to": [ "slides" ], "status": "assumed" }, { "id": "LOGO-01", "topic": "logo", "rule": "The wordmark is \"FUNDAMENTALco\" with a raised lowercase \"co\". Use the supplied files only.", "severity": "must", "applies_to": [ "web", "slides" ], "status": "sourced", "source": "website SVGs" }, { "id": "LOGO-02", "topic": "logo", "rule": "Use the black wordmark on white and the white wordmark on black or on photographs.", "severity": "must", "applies_to": [ "web", "slides" ], "status": "inferred" }, { "id": "LOGO-03", "topic": "logo", "rule": "On covers and the website header, set the wordmark at full width between the page margins, at the top.", "severity": "should", "applies_to": [ "web", "slides" ], "status": "inferred", "source": "all deck covers, website header" }, { "id": "LOGO-04", "topic": "logo", "rule": "In running text write the name as FUNDAMENTALco.", "severity": "must", "applies_to": [ "web", "slides" ], "status": "inferred" }, { "id": "MOT-01", "topic": "motion", "rule": "Motion is short and plain - fades, small rises of 8px (offset.reveal), height changes and flips. No bounce or overshoot.", "severity": "should", "applies_to": [ "web" ], "status": "inferred" }, { "id": "MOT-02", "topic": "motion", "rule": "Lists reveal item by item with a stagger (30ms (duration.stagger.tight) for short items, 100ms (duration.stagger.normal) for larger ones).", "severity": "should", "applies_to": [ "web" ], "status": "sourced" }, { "id": "MOT-03", "topic": "motion", "rule": "Respect reduced motion - with prefers-reduced-motion, show the end state with no transition.", "severity": "must", "applies_to": [ "web" ], "status": "sourced", "source": "website JS" }, { "id": "MOT-04", "topic": "motion", "rule": "The intro sequence is the line grid animation, then the wordmark, then the page. Use it only as an opening.", "severity": "should", "applies_to": [ "web", "slides" ], "status": "inferred" }, { "id": "SLD-01", "topic": "slides", "rule": "Slides are 16:9 (1920×1080).", "severity": "must", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "SLD-02", "topic": "slides", "rule": "Every content slide has the footer \"FUNDAMENTALco Confidential\" bottom-left and the page number bottom-right.", "severity": "must", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "SLD-03", "topic": "slides", "rule": "In client work, place the client's logo small in a corner, in one colour (black or white).", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "SLD-04", "topic": "slides", "rule": "The agenda is a numbered list; when it repeats as a section divider, the current item is full strength and the rest are dimmed.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "SLD-05", "topic": "slides", "rule": "Use the recurring diagram forms - three-column framework with large letters, two-circle Venn in outline, two poles with a balance triangle, horizontal timeline with dots, quote with large quote marks - drawn in hairline outline.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "SLD-06", "topic": "slides", "rule": "When a client's own styling is used for a section (as in the Olaplex deck), the FUNDAMENTALco cover, dividers and footer stay as standard.", "severity": "should", "applies_to": [ "slides" ], "status": "assumed" }, { "id": "TYPE-01", "topic": "typography", "rule": "Set everything in Helvetica Neue (LT Pro where available), weights 400 and 500 only.", "severity": "must", "applies_to": [ "web", "slides" ], "status": "sourced", "source": "website CSS and Adobe Fonts kit" }, { "id": "TYPE-02", "topic": "typography", "rule": "Headings use weight 500 with tight leading (line height equal to the font size, 0.75 for the display size).", "severity": "must", "applies_to": [ "web", "slides" ], "status": "sourced", "source": "website CSS h1–h3" }, { "id": "TYPE-03", "topic": "typography", "rule": "Headings and titles are in sentence case. The only capitals are in the wordmark and proper nouns.", "severity": "should", "applies_to": [ "web", "slides" ], "status": "inferred" }, { "id": "TYPE-04", "topic": "typography", "rule": "Slide titles sit top-left and run to at most three lines.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred" }, { "id": "TYPE-05", "topic": "typography", "rule": "Show key figures as large numerals in 500 200px/0.85 \"Helvetica Neue LT Pro\", \"Helvetica Neue\", Helvetica, Arial, sans-serif; letter-spacing -6px (typography.slide.numeral) with a short label beneath.", "severity": "should", "applies_to": [ "slides" ], "status": "inferred", "source": "stat slides (70%, $15.7T, 40+)" }, { "id": "WEB-01", "topic": "web", "rule": "Section headings on the website are full-width wordmark-style titles; each section opens and closes like an accordion.", "severity": "should", "applies_to": [ "web" ], "status": "sourced" }, { "id": "WEB-02", "topic": "web", "rule": "Use the round black button with an icon for small calls to action.", "severity": "should", "applies_to": [ "web" ], "status": "sourced" } ], "avoid": [ { "rule": "Do not use any colour except black and white for FUNDAMENTALco's own material. A client colour is the only exception.", "status": "assumed" }, { "rule": "Do not use more than one accent colour in a piece.", "status": "assumed" }, { "rule": "Do not round corners or add shadows.", "status": "inferred" }, { "rule": "Do not set headings in bold (700). Use 400 or 500.", "status": "assumed" }, { "rule": "Do not use an off-white or cream background. White is #FFFFFF.", "status": "confirmed" }, { "rule": "Do not recolour, outline, stretch or retype the wordmark.", "status": "assumed" }, { "rule": "Do not use a typeface other than Helvetica Neue for FUNDAMENTALco's own material.", "status": "assumed" }, { "rule": "Do not add gradients to FUNDAMENTALco's own material.", "status": "assumed" } ], "assets": [ { "id": "wordmark-black", "kind": "logo", "file": "logo/wordmark-black.svg", "background": "light", "status": "sourced", "source": "website (logo-black.svg, 1388×136)", "url": "https://brand.fcopilot.co/fundamentalco/assets/logo/wordmark-black.svg" }, { "id": "wordmark-white", "kind": "logo", "file": "logo/wordmark-white.svg", "background": "dark", "status": "sourced", "source": "website (logo-white.svg, 1388×136)", "url": "https://brand.fcopilot.co/fundamentalco/assets/logo/wordmark-white.svg" }, { "id": "grid-intro", "kind": "motion", "file": "motion/grid-intro.lottie.json", "background": "dark", "status": "sourced", "source": "website intro (03_OMSE_Animation_TitleSlide_Grid, 1920×1080, 30fps, 2s)", "url": "https://brand.fcopilot.co/fundamentalco/assets/motion/grid-intro.lottie.json" } ], "guidelineBodies": {}, "counts": { "confirmed": 3, "sourced": 50, "inferred": 37, "assumed": 24 } }