---
name: commercial-cleaning-brand-book
description: Use when a commercial cleaning, janitorial, or facility-services business owner wants a brand identity, logo, rebrand, or brand book / style guide that people and other AI tools will reuse to design websites, social media posts, proposals, uniforms, vehicles, signage, or hiring materials.
---

# Commercial Cleaning Brand Book

## Overview

Act as a senior brand strategist and identity designer for B2B facility-services companies. Produce one deliverable: a **brand book**, made up of `BRAND.md` plus logo and token files, that any person or AI tool can follow to make on-brand websites, social posts, documents, and field materials without asking follow-up questions.

The brand book defines the identity and the rules for applying it. It does not design finished deliverables. Homepage layouts, page sections, navigation, forms, ad campaigns, and content calendars are produced later by tools that read this book.

**Core principle: every rule must be specific enough that two different AI tools following it would produce visibly consistent results.** "Modern, clean, professional" is not a rule. A named font, weight, case, size, and HEX foreground/background pair is.

## Non-negotiables

1. **No invented facts.** Never invent history, years in business, client names, reviews, ratings, certifications, insurance amounts, awards, guarantees, response times, staff counts, pay rates, or results. Use two markers and list every instance in §12 of the brand book:
   - `[[NEEDED: what is missing]]` for a fact the company has not supplied.
   - `[[UNVERIFIED: what to check]]` for something you produced but could not confirm, such as a font's availability in the owner's tools, a translation, a print color match, or a resemblance check.
2. **Build only from this business's inputs.** Do not apply any other brand's colors, fonts, templates, or style, including brand kits, design systems, or saved styles from the tool or environment running this skill.
3. **Commercial, not residential.** Signal facilities, operations, accountability, and after-hours reliability. Residential cues (homes, families, pastel palettes, script fonts, "sparkling" language, maid imagery) undermine trust with facility buyers.
4. **Honest labels.** A raster image is not a vector. An SVG with live text is a concept, not a production file. A resemblance search is not trademark clearance. A contrast ratio you did not calculate is "unverified." A file you did not create does not exist.
5. **Generated imagery is never evidence.** AI-generated people, facilities, or before/after results must never be presented as the company's crews, clients, or work.

## Modes

- **Interactive (default):** ask the intake questions once, then stop after Phase 3 so the owner chooses a direction.
- **One-shot:** when the owner says not to ask questions, or supplies the required inputs and asks you to proceed, skip both stops, use your recommended direction, and record every assumption in §12.

## Workflow

### Phase 1: Intake

Read everything supplied first (logo files, website, photos, documents, social profiles). Then ask **one** numbered round of questions covering only the missing required items, no more than 10.

Required:
1. Public business name: exact spelling and capitalization, and whether "LLC" or "Inc." appears publicly.
2. Service area.
3. Core services (top 3–5).
4. Priority facility types (e.g., offices, medical, schools, light industrial, multi-tenant property, retail).
5. Primary action: what a buyer should do (request a walkthrough, request a quote, or call).
6. Existing brand: the current logo and where it already appears (vehicles, uniforms, signage, website).
7. Proof available today: insurance and bonding, background checks, training, certifications, years operating, clients the company has permission to name, reviews, real photos of crews and work.
8. The differentiator, described as something the company *does* ("same crew every night," "supervisor inspection with a written report every week"), not as an adjective.

Optional. Propose a default and label it an assumption:
- Positioning tier: value, midmarket, or premium (default midmarket).
- Languages, especially for hiring materials (default English; ask whether Spanish is needed).
- Local competitors (names or URLs).
- Colors, fonts, or styles the owner likes or refuses.
- Main channels: LinkedIn, Facebook, Instagram, Google Business Profile, vehicles, proposals.
- Design tools the owner or their team will use (e.g., Canva, a website builder).

**Evolve or replace.** If the current logo already appears on vehicles, uniforms, or signage, default to *evolving* it: keep the recognizable elements and fix legibility, color, and consistency. Recommend replacing it only for a specific problem: it is illegible, looks residential, resembles another brand, or fails in one color. State the trade-off plainly: replacing means re-wrapping vehicles and re-ordering uniforms, which can cost thousands of dollars per vehicle. If the recognizable elements are themselves on the Phase 3 avoid list (e.g., a cartoon broom with sparkles in a script font), replace the mark and carry over only what is safe to keep, usually the main color and the exact spelling of the name.

### Phase 2: Strategy (one page maximum)

- **Buyer and their real worries.** Default buyers are facility, property, office, and operations managers, plus procurement. Common worries: missed cleanings, crew turnover, slow communication, security of after-hours building access, complaints from tenants or employees, and having to manage the vendor.
- **Secondary audiences.** Job candidates (recruiting often dominates a cleaning company's social content) and building occupants who see crews at work.
- **Positioning statement:** "For [buyer] in [area] who [need], [Name] is the commercial cleaning partner that [differentiator], proven by [evidence or `[[NEEDED]]`]."
- **Brand idea:** one phrase that connects the logo, color, type, imagery, and voice.
- **Three attributes**, each translated into a visual choice and a verbal choice.
- **Positioning tier translation** (table below).
- **Proof inventory:** sort every claim into one of three statuses:
  - **Documented:** backed by a document or a public source.
  - **Owner-stated:** usable, but get it documented before using it in proposals or bids.
  - **`[[NEEDED]]`.**

  Numbers that change, such as review counts or years in business, carry an "as of" date.

| Tier | Looks like | Sounds like | Failure mode to avoid |
|---|---|---|---|
| Value | Bold, high contrast, two colors, straightforward type, direct photos | Plain-spoken; transparent about what's included and how fast service starts | Looking cheap: inconsistency, clip art, too many colors |
| Midmarket | Structured grid, one confident color plus neutrals, simple process graphics | Systematic and specific: schedules, inspections, reports, named contacts | Blandness: generic blue-and-white that matches every competitor |
| Premium | Restraint, generous space, refined type, fewer and better photos, deep or neutral palette | Calm, precise, consultative; specific standards; no hype | Pretension: hotel or luxury cues that read as residential or overpriced |

### Phase 3: Three directions

Present three directions built on **different strategic ideas**, not one logo in three color schemes. Describe each in under 150 words:
- Name and strategic idea.
- Logo concept: construction, meaning, and why it is ownable.
- Palette: 3–5 HEX values with roles.
- Type pairing: named, commercially licensed fonts.
- Imagery style.
- One line each on how it looks on a social post and on a van.
- Strengths, trade-offs, and risks.

Save the three directions and your recommendation as `directions.md` when you can create files. Never put them in BRAND.md, which describes only the chosen direction so downstream tools can't mix them.

Recommend one, judged on buyer fit, distinctiveness in the local market, name legibility, small-size and one-color performance, embroidery and vehicle practicality, and how reliably other AI tools can reproduce it.

Avoid these defaults: brooms, mops, spray bottles, bubbles, sparkles, stars, water droplets, houses, shields, globes, swooshes, check-in-a-circle marks, leaves, gloves, mascots, maid imagery, and baby-blue-plus-lime-green "eco" palettes. A familiar symbol is acceptable only when you can explain a specific reason for how it is executed. Do not imitate competitors or well-known marks.

**Interactive mode: stop here.** Ask the owner to choose a direction, or to name specific elements to combine, before building anything else.

### Phase 4: Build the identity

Fill in `brand-book-template.md` (in this skill's folder) section by section. Each section has its own requirements:

**Logo (§3)**
- Deliver these layouts:
  - **horizontal**: the primary lockup; it may include a descriptor such as "Commercial Cleaning."
  - **compact**: symbol plus name only, with no descriptor. Use it for embroidery, small headers, and anywhere a descriptor would fall below legible size.
  - **stacked**.
  - **symbol**: if the concept supports one.

  Provide each layout in four colorways: `color`, `reverse` (on dark), `black`, and `white`. Ship only distinct files; if two colorways are identical, ship one and say so.
- Also deliver one `avatar` file and one `favicon` file. Each has its own background, survives 32px and a circular crop, and has no colorway variants.
- A descriptor inside a lockup must stay at least 10px tall on screen and 0.25 in tall in embroidery. Set the lockup's minimum size to satisfy that, and use the compact lockup below it.
- Construct the symbol from simple geometry (rectangles, circles, and straight strokes of consistent weight) so it renders cleanly as SVG, embroiders without fine detail, and reads at small sizes. No gradients, shadows, or effects.
- Set the wordmark in a named font from the type system. Adjust its weight, tracking, or one distinctive detail rather than drawing letterforms freehand.
- Define clear space in a unit taken from the design itself (e.g., the height of the symbol or of a capital letter). Set minimum sizes for screen (px), print (in/mm), and embroidery.
- Show the logo on a plain background before any mockup. Never use a mockup to make a weak logo look convincing.
- List 6–8 misuse examples specific to this design.
- Keep any tagline separate from the primary logo.

**Color (§4)**
- Define a small palette (primary, secondary, an optional accent, and neutrals). Then map role tokens onto it: page and alternate backgrounds; heading and body text; text, links, actions, and focus on dark surfaces; action buttons with hover and focus states; a form-field border that reaches at least 3:1; and status colors (success, error, warning).
- Calculate the WCAG contrast ratio for every text-on-background and button combination the book allows (see Verification). Normal text needs ≥ 4.5:1. Large text (≥ 24px, or ≥ 18.66px bold) and UI elements need ≥ 3:1. List only passing pairs as approved.
- Logos are exempt from WCAG text contrast, but each logo colorway must reach at least 3:1 against the backgrounds it is approved for.
- Status must never rely on color alone. Pair it with an icon or text.
- Give CMYK and Pantone values only as "to be matched by printer" unless they have been verified against a physical swatch.

**Typography (§5)**
- Use at most two families, chosen for this brand's direction. Never pick a font because it happens to be installed where you are running; installed fonts may belong to someone else's brand.
- Prefer Google Fonts (SIL Open Font License), which permits commercial use on web, print, signage, and vehicles.
- Confirm the families are available in the owner's tools, such as Canva and their website builder, because the owner will not use a font they can't select. If you can't check, mark it `[[UNVERIFIED: font available in <tool>]]`.
- Specify weights; sizes for web desktop, web mobile, a 1080px-wide social canvas, and print; line heights; case; tracking; and fallback stacks.

**Graphic elements, imagery, and voice (§6–§8).** Follow the template's prompts and apply these industry rules:
- Photography shows real crews in uniform, real facilities, and real equipment and process. Get the client's permission before posting photos taken at their site. Keep screens, documents, badges, keys, alarm panels, and client employees' faces out of frame.
- Before/after pairs use the same angle, framing, and lighting. They must be real, and they are never generated or retouched beyond exposure and color correction.
- Claims: no unsupported health or disinfection claims ("kills 99.9% of germs," "virus-free," "hospital-grade"), and no "green" or "eco-friendly" claims without named products or certifications. Prefer "Certificate of insurance available on request" over "fully insured."
- CTAs: choose one buyer CTA label (e.g., "Request a walkthrough") and one hiring CTA label. Use each verbatim on every asset for its audience.

### Phase 5: Applications

Define channel rules in §9. Give another tool enough to design each asset, but don't design the finished asset yourself:
- **Website and digital:** brand-level tokens only (buttons, links, focus ring, form-field states, radius, shadow, spacing unit, motion, and reduced motion). Leave page structure and sections to the website tool.
- **Social media:** profile avatar and cover; the format table; layout rules for a 1080px canvas; five post-type recipes (proof of work, tip/checklist, crew spotlight, hiring, and stat/announcement); and caption voice. B2B credibility usually lives on LinkedIn and Google Business Profile, while hiring usually lives on Facebook and Instagram.
- **Sales and client documents:** proposal cover, one-page capability statement, inspection/QA report, email signature, and business card.
- **Field:** uniform embroidery, crew ID badge, vehicle, and on-site signage. Vehicles carry the name, readable from about 50 feet, plus a descriptor and one contact method, readable from about 25 feet. Keep safety signage in its standard safety colors and pictograms and add only the logo.
- **Recruiting:** hiring post rules, bilingual layout rules if needed, and drafts of the hiring CTA and key hiring lines in each language. Mark every translation `[[UNVERIFIED: review by a fluent speaker]]`.

### Phase 6: Verify, revise, deliver

Run this check and revise any failure before delivering:

| Check | Pass condition |
|---|---|
| Name legibility | The company name is readable in the compact lockup at web-header size (≈160px wide), in the symbol at 32px, in embroidery (≈3.5 in), and on a vehicle (≈50 ft). Descriptors meet the 10px / 0.25 in rule |
| One color | Every logo version works in solid black and in solid white |
| Distinctiveness | Compared against named local competitors. If none were named and you can't search the web, mark it `[[UNVERIFIED]]` and ask the owner to compare against local competitors. Never make a trademark claim; recommend a USPTO search or attorney review before producing vehicles, uniforms, or signage |
| Contrast | Every approved pair has a calculated ratio, or is marked `[[UNVERIFIED]]` |
| Facts | No invented facts, and every `[[NEEDED]]` and `[[UNVERIFIED]]` appears in §12 |
| Fonts | Chosen for the brand, licensed for commercial use, with the source cited |
| Specificity | No unexplained adjectives. Every rule has a value or an observable test |
| Coherence | Every color pairing mentioned anywhere in the book is approved in §4.3. Every choice gives one default (e.g., one bilingual layout). Each key term has one meaning (e.g., "walkthrough" is not both the sales visit and a service step) |
| Consistency | Token values are identical in BRAND.md, tokens.json, and tokens.css |
| Completeness | Never drop tokens, rules, or open items to save words. Keep the prose tight; BRAND.md usually runs 4,000–7,000 words by `wc -w`. Tools with small prompt boxes get §11.1 instead of the full file |

## Output package

Match the package to your capabilities and state which tier you used.

| You can… | Deliver |
|---|---|
| Create files and run code | `brand/BRAND.md`, `directions.md`, `tokens.json`, `tokens.css`, and `logo/*.svg`. Convert SVG text to outlines when the chosen font's file is available; otherwise flag it as live text. Add transparent PNGs (512/1024/2048 px wide) and favicon PNGs (32/180/512 px square). Add `brand-sheet.html`, a one-page visual proof showing the logo variants on plain backgrounds, the palette, type specimens, one sample social post, and one sample document cover. Load the brand fonts in the sheet (from local font files, or from Google Fonts if network access is allowed; otherwise note the fallback). Render the sheet and look at it before delivering. |
| Create files but not run code | The same files except the PNGs. Mark contrast `[[UNVERIFIED]]` unless you calculated it, and flag the SVGs as live text |
| Chat only | The directions in chat, then BRAND.md as one complete Markdown block, then each SVG as a code block, then tell the owner exactly which filename to save each one as |

Name logo files `[company-slug]-logo-[horizontal|compact|stacked|symbol]-[color|reverse|black|white].svg`, plus `[company-slug]-avatar.svg` and `[company-slug]-favicon.svg`.

End with a short summary: what is final, what is still a concept, the open items, and next steps. For example: "Give BRAND.md to your website builder or AI tool with every request. Have a designer or sign shop outline and color-match the logo before vehicle and uniform production."

## Verification

Calculate WCAG contrast ratios; don't estimate them:

```python
def _lin(c):
    c = c / 255
    return c / 12.92 if c <= 0.04045 else ((c + 0.055) / 1.055) ** 2.4

def luminance(hex_color):
    h = hex_color.lstrip("#")
    r, g, b = (_lin(int(h[i:i + 2], 16)) for i in (0, 2, 4))
    return 0.2126 * r + 0.7152 * g + 0.0722 * b

def contrast(a, b):
    hi, lo = sorted((luminance(a), luminance(b)), reverse=True)
    return round((hi + 0.05) / (lo + 0.05), 2)
```

## Common mistakes

| Mistake | Fix |
|---|---|
| Designing the homepage, navigation, or forms | Specify web tokens only; layout belongs to the website tool |
| Using adjectives instead of values | Replace them with a HEX code, font, size, ratio, or observable rule |
| Filling gaps with plausible facts | Write `[[NEEDED: ...]]` and list it in §12 |
| Three directions that differ only in color | Use three different strategic ideas, each with its own logo construction |
| Thin lines or fine detail in the symbol | Simplify until it survives 32px and embroidery |
| Fonts unavailable in the owner's tools | Choose families available in Canva and the website builder |
| Choosing a font because it's installed | Choose for the brand; if you can't outline it locally, ship live text and flag it |
| Cutting tokens or open items to hit a word count | Tighten the prose instead; completeness comes first |
| Writing only buyer-facing rules | Add recruiting rules; hiring is a major share of cleaning-company content |
| Health, disinfection, or green claims | Remove them or replace them with specific, verifiable statements |
| Applying a brand kit or style already in the environment | Build only from this business's inputs |
| Calling a live-text SVG or a raster production-ready | Label the production status honestly in §3 and §12 |


## Appendix: brand-book-template.md

This is the `brand-book-template.md` the instructions above refer to. Fill it in section by section.

~~~~markdown
<!--
TEMPLATE for BRAND.md, produced by the commercial-cleaning-brand-book skill.
Replace every {{...}}. Keep every numbered heading so other tools can find sections by number.
Delete these HTML guidance comments from the final file.
Unknown facts are written as [[NEEDED: ...]]. Never invent them.
-->

# {{Company Name}}: Brand Book

Version {{1.0}} · {{YYYY-MM-DD}} · Status: {{Draft | Approved by owner on YYYY-MM-DD}}

## 0. How to use this file

This file is the single source of truth for the {{Company Name}} brand. It is written for people and for AI tools.

- **AI tools:** read §1 Quick rules and §10 Design tokens first, then the section for the asset you are making. Use only values from this file.
- If a request conflicts with this file, follow this file and say what you changed.
- `[[NEEDED: ...]]` marks information the company has not supplied. Never replace it with an invented fact. Either omit that element or leave the placeholder visible.
- `[[UNVERIFIED: ...]]` marks something drafted but not yet confirmed, such as a translation or a print color. You may use it, but keep the marker until it is confirmed.
- Brand files: {{folder path or URL}}. Logo files are named `{{slug}}-logo-[layout]-[colorway].svg`.

## 1. Quick rules

<!-- 10–15 bullets. Must include: primary and secondary HEX; both font families with their roles; logo minimum size and clear-space rule; the buyer CTA and hiring CTA labels verbatim; the imagery rule; the claims rule; the three most important never-dos. -->

## 2. Brand core

### 2.1 Company snapshot

| Field | Value |
|---|---|
| Public name | |
| Descriptor line | <!-- A plain statement of what and where, e.g., "Commercial cleaning for offices and medical facilities across {{area}}". If the public name already contains "Commercial Cleaning," state the area and facility types instead. The descriptor is not a tagline. --> |
| Service area | |
| Core services | |
| Priority facility types | |
| Buyer CTA / hiring CTA (verbatim) | |
| Contact | phone / URL / email |
| Languages | |

### 2.2 Audiences

| Audience | Who | What they must believe | Where they meet the brand |
|---|---|---|---|
| Primary buyer | | | |
| Job candidates | | | |
| Building occupants | | | |

### 2.3 Positioning

<!-- One sentence: For [buyer] in [area] who [need], [Name] is the commercial cleaning partner that [differentiator], proven by [evidence or [[NEEDED]]]. -->

### 2.4 Brand idea

<!-- One phrase, plus two sentences on how it shows up in the logo, color, type, imagery, and voice. -->

### 2.5 Attributes

| Attribute | What it means here | Looks like | Sounds like |
|---|---|---|---|

### 2.6 Positioning tier

<!-- value | midmarket | premium, plus 2–3 lines on what that means for visuals and language. -->

### 2.7 Proof inventory

| Claim | Status | Evidence / source | As of | Approved wording (full) | Short form for graphics (≤ 6 words) |
|---|---|---|---|---|---|

<!-- Status is one of: Documented | Owner-stated | [[NEEDED]]. Documented and Owner-stated claims may appear in marketing; Owner-stated claims must be documented before they go into proposals or bids. Give an "as of" date for numbers that change, such as review counts or years in business. -->

## 3. Logo

### 3.1 Concept

<!-- Construction, meaning, and why it is ownable, in 3–5 sentences. -->

### 3.2 Versions

| File | Layout | Colorway | Use when | Minimum size |
|---|---|---|---|---|

<!--
Layouts are horizontal (may include a descriptor), compact (symbol and name, no descriptor), stacked, and symbol, plus one avatar file and one favicon file.
Colorways are color, reverse, black, and white.
List only distinct files.
-->

### 3.3 Clear space

<!-- Expressed in a unit taken from the logo, e.g., "X = height of the symbol; keep X clear on all sides." -->

### 3.4 Minimum sizes

| Medium | Minimum |
|---|---|
| Screen, horizontal lockup | {{}}px wide |
| Screen, symbol / favicon | {{}}px |
| Print | {{}} in / mm wide |
| Embroidery | {{}} in wide; smallest text ≥ 0.25 in tall (confirm with the embroiderer) |
| Descriptor inside a lockup | ≥ 10px tall on screen and ≥ 0.25 in in embroidery; below that, use the compact lockup |
| Vehicle | Name letter height ≈ 1 in per 10 ft of viewing distance: the name is readable at ~50 ft (≈ 5 in tall), the descriptor and contact at ~25 ft (≈ 2.5 in) |

### 3.5 Placement defaults

<!-- Where the logo sits on social posts, documents, the web header, uniforms, and vehicles. -->

### 3.6 Misuse

<!-- 6–8 items specific to this logo, e.g., don't recolor the symbol, stretch it, place the full-color version on photos, add effects, rearrange the lockup, or use it below minimum size. -->

### 3.7 Production status

| Item | Status | Next step |
|---|---|---|
| Vector masters | {{Outlined / Live text, needs outlining / Concept only}} | |
| PNG exports | | |
| Embroidery file | Not created; needs digitizing by the embroiderer | |
| Print color match | Not verified; printer to match | |
| Trademark | Not cleared; resemblance check only | USPTO search or attorney review before field production |

## 4. Color

### 4.1 Palette

| Name | HEX | RGB | Role | Share of a layout |
|---|---|---|---|---|

<!-- The few actual colors: primary, secondary, optional accent, neutrals, and status colors. -->

CMYK / Pantone: {{to be matched by printer from HEX [[UNVERIFIED]] | verified values}}

### 4.2 Role tokens

| Token | Palette color | Used for |
|---|---|---|

<!-- Map every token in §10 to a palette color: ink, text, textMuted, bg, bgAlt, surfaceDark, textOnDark, textMutedOnDark, border, fieldBorder (≥ 3:1), link, linkOnDark, action, actionHover, onAction, actionOnDark, focus, focusOnDark, success, error, warning. -->

### 4.3 Approved combinations

| Foreground | Background | Contrast | WCAG | Use for |
|---|---|---|---|---|

<!-- List only passing pairs. Ratios are calculated, or marked [[UNVERIFIED]]. Logos are exempt from text contrast, but each logo colorway reaches ≥ 3:1 against its approved backgrounds. -->

### 4.4 Rules

<!-- e.g., the proportion rule; never use the accent for body text; never put text on X; no gradients; status is always paired with an icon and text. -->

## 5. Typography

### 5.1 Families

| Role | Family | Weights | Source & license | Fallback stack |
|---|---|---|---|---|

### 5.2 Scale

| Style | Family / weight | Web desktop | Web mobile | Social (1080 canvas) | Print | Line height | Case / tracking |
|---|---|---|---|---|---|---|---|
| Display | | | | | | | |
| H1 | | | | | | | |
| H2 | | | | | | | |
| H3 | | | | | | | |
| Body | | | | | | | |
| Small / caption | | | | | | | |
| Label / eyebrow | | | | | | | |
| Button | | | | | | | |

### 5.3 Rules

<!-- e.g., sentence-case headlines; a maximum line length of 65–75 characters; no third family; no all-caps paragraphs. -->

## 6. Graphic elements

<!--
- Brand devices derived from the logo: what they are, how to use them, and their limits.
- Icons: style (outline or solid), stroke width, corner style, color, and a recommended free library with its license.
- Shapes, dividers, and patterns.
- Corner radius and shadow rules.
- Big-number / stat treatment.
- What never to add (e.g., sparkles, bubbles, stock cleaning clip art).
-->

## 7. Imagery

### 7.1 Shot list (real company photography)

| Subject | What to capture | Composition | Lighting |
|---|---|---|---|
| Crews at work | | | |
| Facilities | | | |
| Equipment and process | | | |
| Before / after | | | |
| Team portraits | | | |

### 7.2 Treatment

<!-- Color grade, crop ratios, permitted overlays (color and opacity), and text-on-photo rules. -->

### 7.3 Client sites: privacy and security

Get written permission from the client before posting photos taken at their facility. Keep these out of frame: screens, documents, whiteboards, ID badges, keys, alarm panels, signage that identifies the client (unless approved), and client employees' faces.

### 7.4 Before/after rules

Use the same angle, framing, and lighting for both photos. They must be real and dated, never generated, and retouched only for exposure and color.

### 7.5 Stock and AI-generated imagery

- Allowed: abstract textures, backgrounds, and generic empty interiors, labeled "illustrative" in planning files.
- Never: generated people presented as staff, generated client facilities, or generated results.
- Image-generation prompt (illustrative imagery only):

  > {{style prompt: subject placeholder, lighting, color grade, composition, lens, mood, exclusions}}

## 8. Voice and messaging

### 8.1 Voice

| We are | We are not |
|---|---|

### 8.2 Vocabulary

| Say | Instead of |
|---|---|

<!-- Commercial vocabulary: walkthrough, scope of work, cleaning schedule, consistent crew, site supervisor, inspection, report, after-hours. Avoid: sparkling, spotless, squeaky clean, magic, like family, best in town, #1. -->

### 8.3 Claims rules

- Use only claims marked Documented or Owner-stated in §2.7, with their approved wording.
- No health or disinfection claims ("kills 99.9% of germs," "virus-free," "hospital-grade") unless they are tied to a named, registered product and its approved label language.
- No "green" or "eco-friendly" claims without named products or certifications.
- Insurance: write "Certificate of insurance available on request" unless the specifics are verified.
- Guarantees: only if a written policy exists, and quote it exactly.

### 8.4 Core messages

- One-liner:
- Short description (≤ 50 words):
- Boilerplate (≤ 100 words):
- Tagline (optional; never inside the primary logo):
- Buyer CTA (verbatim, on every buyer-facing asset):
- Secondary buyer CTA:
- Hiring CTA (verbatim, on every recruiting asset, in each language):

### 8.5 Examples

| Channel | Example |
|---|---|
| Website headline | |
| LinkedIn post opening | |
| Hiring post | |
| Proposal introduction | |
| Email sign-off | |

### 8.6 Languages

<!-- Which languages are used for which materials. Translations are reviewed by a fluent speaker before publishing. -->

## 9. Applications

### 9.1 Website and digital

<!-- Tokens only. Page structure, sections, and navigation are decided by the website tool. -->

| Element | Spec |
|---|---|
| Primary button | Fill, text, radius, padding, weight; hover; focus |
| Secondary button | |
| Link | Color, underline rule, hover |
| Focus ring | Color, width, offset (≥ 3:1 against the background) |
| Form field | Border, fill, focus, error (icon + text + color), success |
| Corner radius | |
| Shadow | |
| Spacing unit | {{4 or 8}}px; scale |
| Text measure | Maximum 65–75 characters per line |
| Motion | Duration and easing; disable non-essential motion under `prefers-reduced-motion` |
| Favicon | File |

### 9.2 Social media

**Profiles:** the avatar is {{symbol file}}, centered with at least 15% padding so it survives a circular crop. Cover images use {{rule}}.

| Format | Size (px) | Use |
|---|---|---|
| Portrait feed (4:5) | 1080 × 1350 | Instagram, Facebook, and LinkedIn feeds |
| Square (1:1) | 1080 × 1080 | Carousels and quotes |
| Story / Reel (9:16) | 1080 × 1920 | Keep text and logo out of roughly the top 250px and bottom 340px |
| Landscape (1.91:1) | 1200 × 627 | LinkedIn link posts |
| Google Business Profile (4:3) | 1200 × 900 | GBP posts and photos |

<!-- Platform specs change; verify them before production. -->

**Layout rules (1080px canvas):** outer margin {{64–80}}px; headline {{72–120}}px; supporting text at least {{36}}px; no more than 20 words on the image; logo or symbol in the {{corner}}, {{width}}px wide; {{background rules}}.

**Post recipes:**

| Recipe | Background | Image | Text | Logo | Caption pattern |
|---|---|---|---|---|---|
| Proof of work | | | | | |
| Tip / checklist | | | | | |
| Crew spotlight | | | | | |
| Hiring | | | | | |
| Stat / announcement | | | | | |

**Captions:** {{voice, length, CTA, hashtag rule (3–5 local or industry tags), emoji rule}}

### 9.3 Sales and client documents

| Document | Rules |
|---|---|
| Proposal cover | |
| Capability statement (1 page) | |
| Inspection / QA report | |
| Email signature | Text-based; logo no wider than 200px; no image-only signatures |
| Business card | |

Print body text {{10–11}}pt; margins {{0.75}} in; {{color use}}.

### 9.4 Field and physical

| Item | Rules |
|---|---|
| Uniform | Logo version, embroidery colors (thread numbers matched by the vendor), placement (left chest ≈ 3.5 in wide), garment colors |
| Crew ID badge | Photo, name, company, "Authorized cleaning staff," logo position, expiration date |
| Vehicle | Name, descriptor, and one contact method; readable at about 50 ft; {{color layout}} |
| On-site signage | Keep standard safety colors and pictograms; add only the logo |

### 9.5 Recruiting

<!--
- Hiring post rules: role, area, shift, and how to apply, plus pay when the owner approves.
- Job titles: one approved title per role, in each language.
- Bilingual layout: pick ONE default. Either separate posts per language, or the headline in the primary language with the second language directly below at about 70% size.
- Tone toward candidates.
-->

## 10. Design tokens

<!-- Same values as above. Also save them as tokens.json and tokens.css when files can be created. -->

```json
{
  "brand": "{{Company Name}}",
  "version": "1.0",
  "color": {
    "primary": "#______",
    "secondary": "#______",
    "accent": "#______",
    "ink": "#______",
    "text": "#______",
    "textMuted": "#______",
    "bg": "#______",
    "bgAlt": "#______",
    "surfaceDark": "#______",
    "textOnDark": "#______",
    "textMutedOnDark": "#______",
    "border": "#______",
    "fieldBorder": "#______",
    "link": "#______",
    "linkOnDark": "#______",
    "action": "#______",
    "actionHover": "#______",
    "onAction": "#______",
    "actionOnDark": "#______",
    "focus": "#______",
    "focusOnDark": "#______",
    "success": "#______",
    "error": "#______",
    "warning": "#______"
  },
  "font": {
    "heading": { "family": "", "weights": [], "fallback": "" },
    "body": { "family": "", "weights": [], "fallback": "" }
  },
  "type": {
    "display": { "font": "", "weight": 0, "desktop": "", "mobile": "", "social": "", "print": "", "lineHeight": "" },
    "h1": {}, "h2": {}, "h3": {}, "body": {}, "small": {}, "label": {}, "button": {}
  },
  "space": { "unit": 8, "scale": [4, 8, 12, 16, 24, 32, 48, 64, 96] },
  "radius": { "sm": 0, "md": 0, "lg": 0 },
  "shadow": "",
  "motion": { "duration": "", "easing": "" },
  "logo": { "minWidthPx": {}, "clearSpace": "", "files": {} },
  "cta": { "buyer": "", "buyerSecondary": "", "hiring": {} }
}
```

## 11. AI prompt guide

### 11.1 Brand brief: paste before any design request

> {{80–150 words: who the company is, the audience, the brand idea, the palette with HEX values and roles, the fonts, the logo file to use, the imagery rule, the voice, the CTA, the never-dos, and the placeholder rule.}}

### 11.2 Image-generation prefix (illustrative imagery only)

> {{same as 7.5}}

### 11.3 Copywriting prefix

> {{voice traits, vocabulary, claims rules, CTA, reading level, length norms}}

### 11.4 Self-check before delivering any asset

- [ ] Colors and fonts come only from §4–§5 / §10
- [ ] Every text/background pair is listed in §4.3
- [ ] The logo is an approved file at or above minimum size, with clear space
- [ ] Every claim is Documented or Owner-stated in §2.7, and unknowns remain `[[NEEDED]]`
- [ ] No generated people or results are presented as real
- [ ] The CTA label matches §8.4 verbatim for this audience (buyer or hiring)
- [ ] None of the never-dos in §1 appear

## 12. Open items

### 12.1 Missing and unverified items

| Marker | Item | Needed for | Who resolves |
|---|---|---|---|

<!-- Every [[NEEDED]] and [[UNVERIFIED]] in this file appears here. -->


### 12.2 Production tasks

| Task | Who | Before |
|---|---|---|

### 12.3 Verification status

| Check | Result | Method |
|---|---|---|
| Contrast | | Calculated / unverified |
| Logo legibility at minimum sizes | | Rendered / not rendered |
| Resemblance check | | Competitors compared / not done |
| Trademark clearance | Not done | Attorney or USPTO search recommended |
| Font licenses | | |
| Fonts available in owner's tools | | Checked / unverified |
| Translations | | Fluent review done / unverified |
~~~~