{
  "$schema": "https://json-schema.org/draft/2020-12/schema",
  "$id": "https://cueqzapper.github.io/brands/schema/brand-dna.schema.json",
  "title": "Brand DNA",
  "description": "A complete, evidence-aware brand contract with production assets that can be compiled into task-specific context packets.",
  "type": "object",
  "required": [
    "schemaVersion",
    "meta",
    "brand",
    "strategy",
    "verbal",
    "visual",
    "representation",
    "sensory",
    "channels",
    "rules",
    "provenance"
  ],
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    "visual": { "$ref": "#/$defs/visual" },
    "assets": { "$ref": "#/$defs/assets" },
    "representation": { "$ref": "#/$defs/representation" },
    "sensory": { "$ref": "#/$defs/sensory" },
    "channels": { "$ref": "#/$defs/channels" },
    "rules": { "$ref": "#/$defs/rules" },
    "provenance": { "$ref": "#/$defs/provenance" },
    "extensions": {
      "type": "object",
      "description": "Namespaced optional extensions. Core meaning must not depend on an extension.",
      "additionalProperties": true
    }
  },
  "additionalProperties": false,
  "allOf": [
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      "if": { "properties": { "schemaVersion": { "const": "1.1.0" } }, "required": ["schemaVersion"] },
      "then": { "properties": { "assets": { "$ref": "#/$defs/assets" } }, "required": ["assets"] }
    },
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      "if": { "properties": { "schemaVersion": { "const": "1.2.0" } }, "required": ["schemaVersion"] },
      "then": {
        "required": ["assets"],
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            "allOf": [{
              "type": "object",
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              }
            }]
          }
        }
      }
    }
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      "uniqueItems": true
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          "maxItems": 2,
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      "additionalProperties": false
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          "required": ["name", "website"],
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            "pronunciation": { "type": ["string", "null"] },
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          "additionalProperties": false
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            "archetypes": { "$ref": "#/$defs/stringList" }
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          "additionalProperties": false
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          "type": "object",
          "required": ["belief", "opposes", "future", "humanRole", "technologyRole"],
          "properties": {
            "belief": { "type": "string" },
            "opposes": { "$ref": "#/$defs/stringList" },
            "future": { "type": "string" },
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            "technologyRole": { "type": "string" },
            "politicalOrSocialBoundaries": { "$ref": "#/$defs/stringList" }
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          "additionalProperties": false
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      },
      "additionalProperties": false
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            "vision": { "type": "string" }
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            "alternatives": { "$ref": "#/$defs/stringList" },
            "pricePosition": { "type": ["string", "null"] }
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            "type": "object",
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            "properties": {
              "name": { "type": "string" },
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            "type": "object",
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          "minItems": 1,
          "items": {
            "type": "object",
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            "additionalProperties": false
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      "type": "object",
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            "disclaimers": { "$ref": "#/$defs/stringList" }
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    },
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        },
        "aesthetic": {
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          "properties": {
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        "linkedin": { "$ref": "#/$defs/channel" },
        "website": { "$ref": "#/$defs/channel" },
        "brochure": { "$ref": "#/$defs/channel" },
        "advertising": { "$ref": "#/$defs/channel" },
        "video": { "$ref": "#/$defs/channel" },
        "presentations": { "$ref": "#/$defs/channel" },
        "email": { "$ref": "#/$defs/channel" }
      },
      "additionalProperties": false
    },
    "channel": {
      "type": "object",
      "required": ["job", "audience", "format", "structure", "tone", "visual", "cta", "avoid"],
      "properties": {
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        "audience": { "type": "string" },
        "format": { "$ref": "#/$defs/stringList" },
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        "visual": { "$ref": "#/$defs/stringList" },
        "cta": { "$ref": "#/$defs/stringList" },
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      },
      "additionalProperties": false
    },
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      "type": "object",
      "required": ["universal", "accessibility", "legal", "quality"],
      "properties": {
        "universal": { "$ref": "#/$defs/stringList" },
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          "type": "object",
          "required": ["standard", "contrast", "motion", "text", "media"],
          "properties": {
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            "contrast": { "$ref": "#/$defs/stringList" },
            "motion": { "$ref": "#/$defs/stringList" },
            "text": { "$ref": "#/$defs/stringList" },
            "media": { "$ref": "#/$defs/stringList" }
          },
          "additionalProperties": false
        },
        "legal": {
          "type": "object",
          "required": ["trademarks", "assets", "claims", "privacy"],
          "properties": {
            "trademarks": { "$ref": "#/$defs/stringList" },
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            "privacy": { "$ref": "#/$defs/stringList" }
          },
          "additionalProperties": false
        },
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          "required": ["beforeRelease", "failConditions"],
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            "required": ["id", "type", "url", "title", "capturedAt"],
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              "id": { "type": "string" },
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            "additionalProperties": false
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            "required": ["id", "question", "affects", "priority"],
            "properties": {
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            "additionalProperties": false
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        }
      },
      "additionalProperties": false
    }
  }
}