Iconshape · grid · colour · optics
Open specification · v1.2
One brand. Exact context for every agent.
Keep the complete worldview, voice, visual system, people policy, evidence and rules in one file. Compile only what an icon, post, photograph, video or brochure actually needs.
Complete sourcebrand-dna.jsonStrategy · voice · visual · evidence · rules
LinkedInaudience · voice · proof · channel
Photopeople · camera · light · grade
Complete at rest
Strategy, ideology, language, design, motion, sound, legal rules and unresolved decisions live together.
Small in motion
JSON Pointer profiles select exact sections. Irrelevant context never leaks into the production prompt.
Honest by design
Declared, observed, inferred and owner-approved decisions remain visibly different.
The contract
Everything that makes the brand behave like itself.
Brand DNA is broader than a token file and more operational than a PDF guideline. The schema keeps human meaning and production constraints side by side.
SchemaJSON Schema 2020-12
Visual valuesDTCG-compatible colour tokens
AccessibilityWCAG 2.2 baseline
Exportsbrand.yml · CSS · JSON
Portable Brand Projects
One source. Every editable surface.
A secret-free project manifest connects SEEZWeb, Picorn and other editors. Live JSON Pointer bindings keep every website, business card, label, post and visual asset tied to the same Brand DNA.
Logo parts
Brand DNA v1.2 records signet and wordmark separately, then defines the approved horizontal, vertical or compact lockups.
Live bindings
Documents reference colours, type and logo assets by JSON Pointer. Editors resolve the current value instead of storing another copy.
Safe delivery
Readiness checks and file exports travel with each artifact. Credentials, signed URLs and arbitrary secret metadata do not.
Artifact kindsWeb · print · social · visual assets
EditorsSEEZWeb · Picorn · portable
ContractProject JSON Schema
ExampleOpen project manifest
Reference library
Four brands. One shared contract.
SEEZ is the real reference. The bakery, repair workshop and sound studio are deliberately invented to show how the same schema behaves in completely different kinds of work.
Physical asset library
The files behind the rules.
Complete object
Inspect every section
The full example remains readable JSON. Open one section at a time or download the source file.
Prompt compiler
Ask for one thing. Get exactly its brand context.
The prompt is exhaustive inside the chosen scope. Try the same brief as an icon, LinkedIn post or photograph and inspect which DNA paths were selected.
Compiled promptWaiting for profile
Evidence states
A polished guess is still a guess.
An official source says it.
An implemented asset or behaviour shows it.
A conservative creative interpretation still needs review.
The brand owner accepted it as binding.