GTM OPERATORS - BRAND PACK
==========================

Full guidelines, with the reasoning and the do/don't examples:
https://gtmoperators.ai/brand

Questions, or anything this pack does not cover: nick@gtmoperators.ai


WHAT IS IN HERE
---------------
svg/ ..... 16 vector files. Use these wherever you can. The letters are
           outlined, so you do not need the font installed to use them.
png/ ..... the same 16 as transparent PNGs. Lockups are 2400px wide,
           marks are 1024x1024. For editors and decks that will not take SVG.
fonts/ ... all three typefaces as TrueType, plus their licenses.
brand-guidelines.pdf ... the full guidelines, 17 pages.

There is no EPS or AI in this pack. Ask if you need one.


PICK THE RIGHT FILE
-------------------
Start with wordmark-primary (dark backgrounds) or wordmark-light (light
backgrounds). Those two cover almost everything.

  wordmark-primary          on the dark green-black, or any dark ground
  wordmark-light            on white or a light document
  wordmark-stacked-*        when the space is tall rather than wide
  mark-tile-coral           app icon, avatar, favicon, anywhere square

The one-color files have the letters knocked out as real holes, so whatever
is behind them shows through:

  wordmark-ground/-black    put these ON a coral field
  wordmark-bone             on our dark surfaces
  wordmark-white            on someone else's true black
  mark-*                    same logic, square


THE RULES THAT ACTUALLY MATTER
------------------------------
1. NEVER put the mark (the three bars) next to the wordmark. They are
   alternatives, not a pair. Pick one.

2. A CORAL FIELD ALWAYS TAKES DARK INK. White on coral measures 2.8:1 and
   washes out. Use black or the dark green-black.

3. The logo coral is ALWAYS #FF6A4D, on light and dark alike. There is a
   darker red (#B0321E) in the palette - that is for body text on light
   backgrounds only. It must never touch the logo.

4. Clear space is the height of the coral "GTM" block, on all four sides.
   It scales with the logo, so there is one number to remember.

5. Minimum sizes. Lockup: 121px wide. Mark: 16px. Below those they stop
   resolving. If the space is smaller than 121px, use the mark instead.

6. Do not stretch, skew, rotate, recolor, add effects to, or re-letter any
   of these. Scale uniformly. If you need something this pack does not have,
   ask rather than rebuilding it - the geometry is specific.


COLOR
-----
                 HEX       RGB
Ground           #071110   7, 17, 16      the near-black. Our default ground
Coral            #FF6A4D   255, 106, 77   the brand color
Bone             #E4EFE9   228, 239, 233  our light ink. NOT pure white
Mint             #4FD6AE   79, 214, 174   "working"
Amber            #F0B44E   240, 180, 78   "degraded"
Crimson          #FF2E5F   255, 46, 95    "broken"
Slate            #6E9BC4   110, 155, 196  links, secondary accents

Coral NEVER means damage or error - that is crimson, and they are different
hues on purpose so both can appear in one frame.

These are screen (RGB) values. No CMYK or Pantone has been specified. Ask
before converting for print.


TYPE
----
All three are in fonts/, and all three are free under the SIL Open Font
License. The OFL text for each is in that folder and has to travel with the
fonts if you pass them on.

Display   Anton           Anton-Regular.ttf
Body      Chivo           Chivo-Regular / SemiBold / Bold .ttf
Data      JetBrains Mono  JetBrainsMono-Regular / Medium .ttf

These are static single-weight instances rather than variable fonts, which is
what Adobe apps and most video tools want. Newer versions are on Google Fonts
if you would rather pull them from there:

  https://fonts.google.com/specimen/Anton
  https://fonts.google.com/specimen/Chivo
  https://fonts.google.com/specimen/JetBrains+Mono

Anton is ALWAYS uppercase, ALWAYS at 0 letter-spacing, and never below 20px.
Do not add tracking to it as it gets smaller - it is drawn to be set solid.
(The logo itself is set slightly tighter at -0.022em. That value belongs to
the logo only. Do not carry it into headlines.)

Chivo 400 for body, 600 for emphasis. JetBrains Mono uppercase with +0.14em
for labels, timecodes, stats and captions.


MOTION
------
Relevant if you are cutting video or building motion graphics.

Motion goes left to right, or it grows, or it does not happen. Signal enters
on the left, value leaves on the right - the direction is the whole idea.

  120ms   state feedback
  200ms   hover
  320ms   the default for anything entering
  600ms   something meant to be watched

  entering  cubic-bezier(0.16, 1, 0.3, 1)
  leaving   cubic-bezier(0.7, 0, 0.84, 0)
  moving    cubic-bezier(0.65, 0, 0.35, 1)

The logo animates exactly one way: the three bars rising in sequence, left to
right. Nothing else. No spinning, no bouncing, no letter-by-letter reveal on
the wordmark, no lens flare, no particles.

If a still frame from the animation does not make the point on its own, the
motion is decorating a weak shot.


TONE, IF YOU ARE WRITING ANYTHING
---------------------------------
Open with the claim, then enumerate. Fragments are fine. Show the failure
before the fix. Use real tools and real numbers - vagueness reads as
inexperience to this audience.

Never use: leverage, unlock, supercharge, 10x, "in today's landscape",
maturity curve, transformation journey, game-changer, seamless, robust,
best-in-class, synergy.

American English. Optimize, color, analyze, center. Dates as
"August 21, 2026", never "21 August 2026".
