{
  "markdown": "# BRAND.md\n\nAn open standard for brand identity files.\n\n`BRAND.md` lives in a project and gives AI tools durable context about how a brand\nlooks, sounds, and behaves. Like `AGENTS.md` provides coding instructions,\n`BRAND.md` provides brand strategy, voice, approved identity primitives, and\ngovernance.\n\n## Install and run\n\nAdd the Claude Code marketplace, install the plugin, then invoke the skill:\n\n```text\n/plugin marketplace add caiopizzol/brand.md\n/plugin install brand-md@brand-md\n/brand-md:brand\n```\n\nTo test the plugin from a local clone:\n\n```bash\ngit clone https://github.com/caiopizzol/brand.md\nclaude --plugin-dir ./brand.md\n```\n\n## Example\n\nThis abbreviated excerpt is not a conformant file. See the\n[complete Marginalia example](examples/marginalia/BRAND.md) for every required\nsection.\n\n```markdown\n---\nname: \"Acme\"\ntagline: \"Build faster, break nothing\"\nspecVersion: \"0.3.0\"\nversion: 1\nlanguage: en\n---\n\n# Acme\n\n## Strategy\n\n### Positioning\nCategory: Zero-downtime deployment infrastructure.\nNot a CI/CD pipeline. Not a hosting provider. Not DevOps consulting.\n\n## Voice\n\n### Tonal Rules\n- Write like an engineer explaining to another engineer.\n- Never use \"revolutionary\" or \"game-changing.\"\n\n## Visual\n\n### Core Colors\n- Deep Navy `#0F172A` (mandatory): the brand's weight and steadiness\n\n### Art Direction\nVisual territory: an aircraft maintenance log. Plain, exact, no ornament.\n```\n\nThe format has four layers: Strategy, Voice, Visual, and optional Governance. It\nalso supports sparse product and sub-brand files that inherit from a parent. The\n[specification](spec/brand-md.md) defines all sections, hierarchy rules, and version\nbehavior. Files without `specVersion` continue to be interpreted as 0.2.\n\n## Relationship to DESIGN.md\n\n`BRAND.md` owns identity that should survive a complete visual redesign.\n[`DESIGN.md`](https://github.com/google-labs-code/design.md) owns the applied visual\nsystem for one surface, including tokens, type scales, layout, components, and\nmotion.\n\nOne brand can inform several separate design systems. Each `DESIGN.md` points to\nits brand with `brand: ../BRAND.md`; the brand file does not maintain a reverse\nlist. Read the [integration contract](spec/design-md-integration.md) or explore the\n[worked example](examples/marginalia).\n\n## License\n\nMIT\n\n## Contributors\n\n<a href=\"https://github.com/caiopizzol\"><img src=\"https://github.com/caiopizzol.png\" width=\"50\" height=\"50\" alt=\"caiopizzol\" title=\"Caio Pizzol\" /></a>\n",
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}