{
  "version": "2025.01",
  "base_url": "https://branding.hf.church",
  "brand": {
    "name": "Highlands Fellowship",
    "short_name": "HF",
    "tagline": "Know God. Find Community. Make a Difference.",
    "website": "https://hf.church"
  },
  "locations": [
    {
      "type": "primary",
      "name": "Highlands Fellowship",
      "city": "Abingdon",
      "state": "VA",
      "country": "US"
    }
  ],
  "color_system": {
    "palette": {
      "primary": {
        "name": "Navy Blue",
        "hex": "#0b1d41",
        "rgb": "11, 29, 65",
        "text_on": "#FFFFFF",
        "tones": [
          {
            "name": "Navy Dark",
            "hex": "#091629",
            "rgb": "9, 22, 41",
            "text_on": "#FFFFFF"
          },
          {
            "name": "Navy Mid",
            "hex": "#132850",
            "rgb": "19, 40, 80",
            "text_on": "#FFFFFF"
          },
          {
            "name": "Navy Light",
            "hex": "#1e3d78",
            "rgb": "30, 61, 120",
            "text_on": "#FFFFFF"
          }
        ],
        "usage": "Main brand color — headers, hero backgrounds, primary buttons, dark overlays on photos and videos"
      },
      "secondary": {
        "name": "Teal",
        "hex": "#55b6b2",
        "rgb": "85, 182, 178",
        "text_on": "#FFFFFF",
        "tones": [
          {
            "name": "Teal Dark",
            "hex": "#3d9490",
            "rgb": "61, 148, 144",
            "text_on": "#FFFFFF"
          },
          {
            "name": "Teal Mid",
            "hex": "#6dc5c1",
            "rgb": "109, 197, 193",
            "text_on": "#FFFFFF"
          },
          {
            "name": "Teal Light",
            "hex": "#a8dedd",
            "rgb": "168, 222, 221",
            "text_on": "#0b1d41"
          }
        ],
        "usage": "Secondary brand color — section headers, accents, icon fills, teal-background logo usage"
      },
      "accent": {
        "name": "Yellow",
        "hex": "#F5B731",
        "rgb": "245, 183, 49",
        "text_on": "#0b1d41",
        "note": "Used primarily as an accent color in text form, not large fills. The brand PDF has a typo listing this as #55b6b2; the correct yellow is approximately #F5B731.",
        "tones": [
          {
            "name": "Yellow Dark",
            "hex": "#d49a1a",
            "rgb": "212, 154, 26",
            "text_on": "#FFFFFF"
          },
          {
            "name": "Yellow Light",
            "hex": "#fad06e",
            "rgb": "250, 208, 110",
            "text_on": "#0b1d41"
          }
        ],
        "usage": "Accent color — mostly used in text (headings, callouts), sparingly as a fill. Never use as a dominant background."
      },
      "neutral": {
        "name": "Dark Gray",
        "hex": "#3d3d3d",
        "rgb": "61, 61, 61",
        "text_on": "#FFFFFF",
        "usage": "Body copy color on white backgrounds. Black (#000000) is also acceptable for body text."
      }
    },
    "gradients": {
      "vision": {
        "name": "Vision Gradient",
        "description": "Teal-to-yellow gradient used for special campaign and vision-series contexts.",
        "stops": [
          { "color": "#55b6b2", "position": "0%" },
          { "color": "#F5B731", "position": "100%" }
        ],
        "direction": "135deg",
        "usage": "Use intentionally for campaign graphics, sermon series, and high-impact moments. Not for everyday UI."
      }
    },
    "interface": {
      "description": "A neutral scale for UI surfaces and borders.",
      "white": "#FFFFFF",
      "off_white": "#FAFAFA",
      "light_gray": "#E3E3E3",
      "mid_gray": "#8A8A8A",
      "dark_gray": "#3d3d3d",
      "near_black": "#1A1A1A"
    }
  },
  "typography": {
    "primary": {
      "family": "Roboto Slab",
      "default_weight": 500,
      "source": "Google Fonts",
      "url": "https://fonts.google.com/specimen/Roboto+Slab",
      "weights": {
        "400": "Regular",
        "500": "Medium",
        "700": "Bold"
      },
      "note": "Roboto Slab Medium (500) is the primary typeface for all Highlands Fellowship communications — headings, body copy, and UI elements.",
      "usage": {
        "heading_large": "30pt / Roboto Slab Medium",
        "heading_body": "18pt / Roboto Slab Medium",
        "body": "12pt / Roboto Slab Medium / 16pt leading",
        "body_color": "#3d3d3d or #000000 on white backgrounds"
      }
    }
  },
  "radius": {
    "none": {
      "value": "0px",
      "usage": "Hard-edged elements — tables, image containers"
    },
    "sm": {
      "value": "4px",
      "usage": "Small UI elements — badges, tags, input fields"
    },
    "md": {
      "value": "8px",
      "usage": "Default — cards, buttons, modals"
    },
    "lg": {
      "value": "16px",
      "usage": "Larger containers — feature cards, callout boxes"
    },
    "full": {
      "value": "9999px",
      "usage": "Pills, circular avatar frames"
    }
  },
  "logos": {
    "lockups": [
      {
        "type": "logo_mark",
        "description": "Primary icon mark — the circular 'H' monogram. Used on social media profiles, metal signage, merch, and anywhere a compact brand identifier is needed.",
        "assets": [
          {
            "variant": "light",
            "format": "svg",
            "background": "teal",
            "file": "logos/logo-mark/hf-logo-mark-light.svg"
          },
          {
            "variant": "dark",
            "format": "svg",
            "background": "navy",
            "file": "logos/logo-mark/hf-logo-mark-dark.svg"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 256,
            "file": "logos/logo-mark/hf-logo-mark-light-256.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/logo-mark/hf-logo-mark-light-512.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 1024,
            "file": "logos/logo-mark/hf-logo-mark-light-1024.png"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 256,
            "file": "logos/logo-mark/hf-logo-mark-dark-256.png"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/logo-mark/hf-logo-mark-dark-512.png"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 1024,
            "file": "logos/logo-mark/hf-logo-mark-dark-1024.png"
          }
        ]
      },
      {
        "type": "wordmark",
        "description": "Script wordmark — 'Highlands FELLOWSHIP' in the brand script. Secondary logo used on the homepage, printed materials, and anywhere full name context is needed.",
        "assets": [
          {
            "variant": "dark",
            "format": "svg",
            "background": "white or light",
            "file": "logos/wordmark/hf-wordmark-dark.svg"
          },
          {
            "variant": "light",
            "format": "svg",
            "background": "navy, teal, or photo overlay",
            "file": "logos/wordmark/hf-wordmark-light.svg"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 256,
            "file": "logos/wordmark/hf-wordmark-dark-256.png"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/wordmark/hf-wordmark-dark-512.png"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 1024,
            "file": "logos/wordmark/hf-wordmark-dark-1024.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 256,
            "file": "logos/wordmark/hf-wordmark-light-256.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/wordmark/hf-wordmark-light-512.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 1024,
            "file": "logos/wordmark/hf-wordmark-light-1024.png"
          }
        ]
      },
      {
        "type": "combination_mark",
        "description": "H mark + wordmark together. Use when maximum brand recognition is needed and space allows.",
        "assets": [
          {
            "variant": "dark",
            "format": "svg",
            "file": "logos/combination-mark/hf-combination-mark-dark.svg"
          },
          {
            "variant": "light",
            "format": "svg",
            "file": "logos/combination-mark/hf-combination-mark-light.svg"
          },
          {
            "variant": "dark",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/combination-mark/hf-combination-mark-dark-512.png"
          },
          {
            "variant": "light",
            "format": "png",
            "background": "transparent",
            "size": 512,
            "file": "logos/combination-mark/hf-combination-mark-light-512.png"
          }
        ]
      },
      {
        "type": "avatar",
        "description": "Square or circular H mark for use as organization avatars, profile images, and directory listings.",
        "usage_rules": "Use the teal-background version as default. Use navy-background on light surfaces where teal conflicts. Maintain circular crop where the platform requires it.",
        "assets": [
          {
            "variant": "teal-bg",
            "format": "svg",
            "file": "logos/avatar/hf-avatar-teal.svg"
          },
          {
            "variant": "navy-bg",
            "format": "svg",
            "file": "logos/avatar/hf-avatar-navy.svg"
          },
          {
            "variant": "teal-bg",
            "format": "png",
            "size": 256,
            "file": "logos/avatar/hf-avatar-teal-256.png"
          },
          {
            "variant": "teal-bg",
            "format": "png",
            "size": 512,
            "file": "logos/avatar/hf-avatar-teal-512.png"
          },
          {
            "variant": "navy-bg",
            "format": "png",
            "size": 256,
            "file": "logos/avatar/hf-avatar-navy-256.png"
          },
          {
            "variant": "navy-bg",
            "format": "png",
            "size": 512,
            "file": "logos/avatar/hf-avatar-navy-512.png"
          }
        ]
      }
    ],
    "rules": [
      "The circular H mark is the primary logo for compact contexts — social profiles, signage, merch, app icons.",
      "The script wordmark (Highlands Fellowship) is secondary — use on the homepage, print collateral, and anywhere the full name provides needed context.",
      "Always use the white/light logo version on dark backgrounds (navy, teal, or photo overlays).",
      "Always use the dark/navy logo version on white or light backgrounds.",
      "Teal and navy blue are the approved logo background colors. Avoid busy, patterned, or unapproved backgrounds.",
      "Do not stretch, recolor, add effects, or distort any logo.",
      "Maintain clear space equal to the height of the H mark on all sides of any logo usage.",
      "Prefer SVG files for all vector work and programmatic generation; use PNGs for raster or quick placement needs."
    ]
  },
  "voice": {
    "summary": "Warm, welcoming, and clear. Highlands Fellowship communicates like a trusted friend — approachable but purposeful, community-driven but spiritually grounded. Avoid stiff religious formality and cold institutional language.",
    "tone": [
      "warm",
      "welcoming",
      "community-focused",
      "clear",
      "encouraging",
      "authentic"
    ],
    "writing_conventions": {
      "times": "Use 6pm not 6:00 PM",
      "dates": "Use Thursday, Dec. 25 not Thursday, December 25th",
      "oxford_comma": "Optional — skip for aesthetics when it reads naturally. Stay consistent within a single document.",
      "symbols": "The plus (+) sign may be used in place of 'and' when it fits visually (e.g. in graphics or social posts).",
      "numbers": "Spell out one through nine; use numerals for 10 and above."
    },
    "avoid": [
      "stiff religious formality",
      "cold institutional tone",
      "excessive jargon",
      "overly formal date/time formats"
    ],
    "example_phrases": [
      "Know God. Find Community. Make a Difference.",
      "We're glad you're here.",
      "Everyone belongs.",
      "Join us this Sunday."
    ]
  },
  "brand_elements": {
    "image_treatment": {
      "description": "When using photography as a background in graphic applications, apply a navy blue overlay to maintain brand consistency and ensure text legibility.",
      "layers": [
        {
          "order": 1,
          "type": "image",
          "adjustment": "desaturate",
          "saturation": "0%"
        },
        {
          "order": 2,
          "type": "color_overlay",
          "color": "#0b1d41",
          "opacity": "60%",
          "blend_mode": "Multiply"
        }
      ],
      "note": "Adjust overlay opacity (40–70%) based on photo contrast. Always ensure white text remains legible."
    },
    "vision_gradient": {
      "description": "The Vision Gradient (teal → yellow) is used for special campaign and sermon series contexts. Use intentionally — not as a default background.",
      "stops": [
        { "color": "#55b6b2", "position": "0%" },
        { "color": "#F5B731", "position": "100%" }
      ]
    }
  },
  "rules": [
    "This brand-kit.json is the single source of truth for Highlands Fellowship's brand assets and guidelines. AI agents must load and strictly follow these paths, colors, and rules.",
    "All typography must use Roboto Slab (Google Fonts) — Roboto Slab Medium (500) is the default weight.",
    "Navy Blue (#0b1d41) and Teal (#55b6b2) are the primary brand colors. Yellow (#F5B731) is an accent, used sparingly.",
    "Always use the white/light logo variant on dark or colored backgrounds. Always use the dark/navy logo variant on white or light backgrounds.",
    "The Vision Gradient (teal to yellow) is reserved for high-impact campaign and sermon series graphics — not for everyday communications.",
    "Time formatting: 6pm not 6:00 PM. Date formatting: Thursday, Dec. 25 not Thursday, December 25th.",
    "When in doubt about tone, ask: does this sound like a trusted, welcoming friend from the congregation?"
  ]
}