Brand

Brand is identity: name, one-liner, logo, color summary, and production files. Token numbers live in Foundations. Print grid and Pantone live in Print. Voice and punctuation live in Writing.

Name and one-liner

• Product name: Shellui only. Never "The Host". Never raise the last two letters or camel-case the name in prose (@shellui/sdk and repos stay lowercase).
• Default one-liner: Shellui is an open-source web app development platform: a microfrontend shell that wraps your application with shared navigation, authentication, storage, and administration.
• In prose, "the shell" (lowercase) is the running host around the iframe app.

Logo

• Use official files from Downloads. Wordmark and S mark ship in ink, white, and gold (SVG and PNG).
• Measure clear space from the logo itself, not the file bounds. Minimum wordmark width 72 px / 18 mm; below that, use the mark.
• Do not redraw, recolor, stretch, add effects, or build lockups with other marks.
• Do not imply endorsement, sponsorship, or partnership unless it exists.

Color (summary)

• Brand gold #E3A512: fills, rules, logo shapes. Not body text on white.
• Text gold #8A6300 on light backgrounds; #E8B84A on dark screens (website dark mode included).
• On gold text #1A1408 on gold buttons.
• Soft gold wash behind the marketing homepage hero is web only. Print and flat export stay flat (see Print).

Voice (summary)

Developers are the audience. Active voice, evidence over slogans, no rhetorical questions. Full rules: Writing.

Downloads {#downloads}

Production files stay at stable URLs under /brand-assets/ (hotlinked in the kit and docs).

• Brand kit v1 (PDF): 33-page brand handbook
• Brand assets v1 (ZIP): logos, icons, Open Graph images, social banners, email signature

Individual logos, icons, and social templates are listed on this page in the download grid below the prose.

How to use this file

• Humans: /guidelines/brand/
• Agents: https://shellui.com/guidelines/brand.md
• Hub: Guidelines