08-clients/active/cnd-lifesciences/03-brand/master-brand-guide.md
Master Brand Guide
Overview
> Label every claim: source-backed (cite file) · operator-provided (person + date) · inferred (from what) · unknown. Metrics, outcomes, HIPAA/compliance, ROI = blocked until sourced.
Canon, and what outranks what
1. ../Brand Assets/CND-Brand-Book-2024.pdf: the official 2024 Style Guide. The single authoritative brand source. Where anything below disagrees with it, it wins.
Colour
source-backed: Brand Book p.8. Full table in ../Brand Assets/Colors/colors.md; machine-readable in design-tokens.json / design-tokens.css.
Typography
source-backed: Brand Book p.9, via ../Brand Assets/README.md.
Logo
source-backed: Brand Book pp. 4: 7; files and geometry notes in ../Brand Assets/Logos/README.md.
- Clear space = the height of the CND "N". Minimum width 1 inch. Not baked into the SVGs.
- Never distorted, recoloured, shadowed, gradient-filled, or redrawn.
- Never part of a background image, always its own placed element.
- Product marks (Syn-One Test® and others) are documented in the book but no files exist in the vault.
Photography
source-backed: Brand Book pp. 13: 15. Three categories: authentic doctor/patient moments (patient age mid-50s: 70s), lab and testing process, and Syn-One synuclein-stain microscopy. No approved photo library is vaulted; the only CND photography we hold is the two images used as deck chrome.