# The Curated Lobe Brand Rules

Version 0.3 / 2026

## 01 Brand

Elevated, minimal, personal. The Curated Lobe pairs modern clarity with
expressive self-adornment: fine jewelry, precise placement, and each client's
own style.

Attributes: sophistication, clarity, individuality, creativity, luxury,
self-expression.

Tone of voice: clear (plain language for fit, materials, pricing, care),
elevated (polished, never cold), personal (speak to self-expression, anatomy,
and the client's own style).

## 02 Assets

### Logo

The brandmark is inspired by the contours of the ear and the precision of
curated piercing placement. Reproduce only from supplied artwork.

Three approved lockups:

- Logo A — Full logo: brandmark and wordmark together. Default choice.
- Logo B — Wordmark: the name alone.
- Logo C — Icon: the graduated brandmark alone, for small sizes and tight
  spaces (favicons, avatars, stamps).

### Colour

Primary:

- White: #FFFFFF / RGB 255 255 255 / CMYK 0 0 0 0 — backgrounds, space
- Black: #000000 / RGB 0 0 0 / CMYK 75 68 67 69 — text, logo
- Pale Lavender: #E9E0E8 / RGB 233 224 232 / CMYK 7 11 3 0 — soft surfaces,
  tints

Accents:

- Curated Purple: #9F658D / RGB 159 101 141 / CMYK 36 73 19 1 — actions,
  sale, expression
- Deep Berry: #480429 / RGB 72 4 41 / CMYK 52 93 54 62 — depth, rich contrast

### Typography

One family: Montserrat (download via Google Fonts). Weights in use: Regular
400, Medium 500, SemiBold 600.

## 03 Website Styles (draft)

Drawn from the live theme, 2026-07. Pending sign-off.

### Colour in UI

- Background: #FFFFFF — pages, cards, product tiles. No tinted page
  backgrounds.
- Text: #000000.
- Primary action: #9F658D, hovering to Deep Plum #30202A.
- Framing: #333333 — footer, announcement bar, secondary buttons, strong
  strokes.
- Soft tint: #F5EFF3 — badges and gentle highlight panels.
- Error: #C50000 — validation only.

### Type in UI

Montserrat Regular at every level. H1 22px / H2 19px / H3 18px / H4–H5 16px /
body 14px. Tracking 0.025em (body, buttons) and 0.05em (navigation).
Navigation stays sentence case; only buttons and small labels go uppercase.

### Buttons

All buttons: 48px tall, square corners, 14px uppercase type with 0.025em
tracking, background/colour transition 300ms ease.

- Primary: Curated Purple #9F658D → Deep Plum #30202A on hover. White text.
  One per view.
- Secondary: Charcoal #333333 → Curated Purple on hover. White text.
- Outline: white fill, 1px #333333 stroke, black text. Stroke darkens to
  black on hover.
- Text link: underlined black text, sentence case, no fill.

### Forms

Fields are 48px tall, square-cornered, transparent, with a 1px #CCCCCC
stroke. Labels sit above at body size. Focus darkens text to black with a
soft shadow — no colour change. 20px vertical rhythm between fields. Errors
use #C50000.

### Layout & Shape

12-column grid, 1600px max width, 3% page margins, 1rem gutters. Corners are
square everywhere. Strokes are 1px hairlines: #CCCCCC for fields and
dividers, #333333 for outlines. Vertical rhythm: 48px controls, 20px stacks.
Whitespace does the framing — not boxes or tints.

### Motion

One duration: 300ms, standard ease. Only background and colour transition —
elements never move, scale, or spring. Carousels and drawers slide; nothing
else animates on its own. Respect prefers-reduced-motion.

## 04 Rules

### Logo

- Black or white only — never recoloured, never purple.
- No distortion, warping, stretching, or squeezing.
- No rotation.
- Never place where contrast is weak.
- Clear space equals the largest bottom circle in the graduated mark, on all
  sides.
- Logo A is the default; Logo B when the brandmark is already present;
  Logo C for small spaces — favicons, avatars, stamps.

### Colour

- Backgrounds are white — always. No tinted page backgrounds.
- Colour is functional: actions, framing, and status only.
- Curated Purple marks actions and sale moments — use it sparingly.
- Error red is for validation states only.

### Typography

- Montserrat only — no second typeface.
- Regular weight leads; heavier weights only for small emphasis.
- Body copy in sentence case, never all caps.
- Uppercase only for buttons and small tracked labels.