# Neutral brand identity

The public guide is available at `https://computeneutral.com/brand/`. AI agents should start with `https://computeneutral.com/system/brand/agent.md` or the local [`agent.md`](agent.md), not infer implementation values from the presentation page.

## Current decision

- ID: `neutral-brand-logo-2026-09-07-poppins-midpoint`
- Scope: `project`
- Kind: `correction`
- Statement: Use the supplied Neutral Midpoint logo pack as the sole source of truth for new brand work from 2026-09-07 onward.
- Evidence: Manraj explicitly replaced the prior logo and supplied `neutral-logo.zip` on 2026-09-07.
- Source archive SHA-256: `4fafe8df73cc8b7bba0a78236a111cafcc17f2d6d894d916184bc7f3861bc3af`
- Provenance: `user-stated`
- Confidence: `high`
- Status: `approved`
- Created at: `2026-09-07`
- Reviewed at: `2026-09-07`
- Expires at: none

## Brand understanding

The identity is the lowercase wordmark **neutral** paired with the Midpoint icon: two compute-market sides with a distinct neutral node between them. The lockup uses Poppins Black and is supplied as an `800 × 240` transparent SVG in black and white.

The production logo remains black or white. The approved interface and communications palette is documented separately in [`colour-system.md`](colour-system.md).

## Approved logo system

Neutral uses a strict one-colour logo system. The icon and wordmark are always the same colour: black on light surfaces and white on dark or Cobalt surfaces. Cobalt belongs to the logo's context, never to part of the artwork.

The Midpoint symbol may stand alone only where the container already identifies Neutral, including a favicon, app icon, social avatar or compact product navigation. The wordmark does not stand alone.

Favicons, avatars and application tiles use a true square master with the white symbol centred on Carbon by default. The Cobalt square is reserved for the uncommon delivery context where neither black-on-light nor white-on-dark can be used. The square source has no baked corner radius; delivery platforms may apply their own mask.

- Complete specification: [`logo-system.md`](logo-system.md)
- Decision ID: `neutral-brand-logo-system-2026-09-08-monochrome`

## Approved typography

- Primary family: **Instrument Sans**
- Technical family: **Commit Mono**
- Wordmark: the supplied **Poppins Black** artwork only

Use Instrument Sans for brand, website, product and documentation. Use Commit Mono for evidence, metrics, identifiers, timestamps, logs and commands. The complete type scale and rules are in [`typography.md`](typography.md).

Canonical implementation tokens:

- [`fonts/fonts.css`](fonts/fonts.css)
- [`tokens/colours.css`](tokens/colours.css)
- [`tokens/typography.css`](tokens/typography.css)
- [`tokens/iconography.css`](tokens/iconography.css)

Self-hostable Instrument Sans and Commit Mono production files, provenance and licences are included in [`fonts/`](fonts/).

## Approved layout and geometry

Neutral uses the **Precision** direction: square structural surfaces, a strict four-pixel spacing foundation, one-pixel functional rules and no decorative shadows. Apple's relational layout logic is applied through purposeful grouping, shared alignment rails, adaptive density and concentric nested geometry without importing Liquid Glass or pervasive rounded forms.

- Complete system: [`layout-system.md`](layout-system.md)
- Canonical tokens: [`tokens/layout.css`](tokens/layout.css)

## Approved iconography

Neutral uses the **Precision** icon system: literal semantic names, dedicated 16, 20 and 24 pixel exports, a 1.75 pixel apparent stroke, square terminals and stable geometry through every interaction state. Interactive icons and motifs receive the approved rollover treatment through their enclosing control; static status and evidence glyphs remain still.

- Complete system and usage rules: [`iconography/README.md`](iconography/README.md)
- Machine-readable registry: [`iconography/manifest/icons.json`](iconography/manifest/icons.json)
- Visual inspection sheet: [`iconography/gallery.html`](iconography/gallery.html)
- Motion extensions: [`iconography/MOTION.md`](iconography/MOTION.md)

## Approved product and data system

Neutral's product uses the **Precision observability** direction: one dominant signal, exact technical labelling, restrained structural rules, explicit thresholds and continuous inspection across pointer, keyboard and touch input. Existing product behaviour is mapped to the system before presentation changes are applied.

- Data visualisation rules: [`data-visualisation.md`](data-visualisation.md)
- Product component contracts: [`product-components.md`](product-components.md)
- Machine-readable component catalogue: [`component-catalogue.json`](component-catalogue.json)
- Agent implementation contract: [`agent.md`](agent.md)
- Reusable installation prompt: [`INSTALL_PROMPT.md`](INSTALL_PROMPT.md)
- Machine-readable system: [`tokens/tokens.json`](tokens/tokens.json)
- Chart reference CSS: [`tokens/data-visualisation.css`](tokens/data-visualisation.css)
- Product component reference CSS: [`tokens/components.css`](tokens/components.css)

Validate the complete portable system with `node brand/validate-system.mjs` from the workspace root.

## Presentation templates and team workspaces

Start future PowerPoint and Google Slides presentations from the [Neutral presentation kit](presentations/README.md). It includes 17 reusable examples, branded layouts, editable charts and tables, desktop fonts and a Google Sheets chart library.

- [PowerPoint template](presentations/Neutral-template.potx)
- [Editable PowerPoint library](presentations/Neutral-presentation-library.pptx)
- [Complete presentation kit](presentations/Neutral-presentation-kit.zip)
- [Google Slides team template](https://docs.google.com/presentation/d/1uqG9ruT3I-oD1DLuxt4Qdb23sVahewXkTsl85-izQWI/edit)
- [Google Sheets chart library](https://docs.google.com/spreadsheets/d/12Guh-4raNj1_beTXPLraNH3d9i5rVTRbp7gGUd0TTbU/edit)
- [Machine-readable kit inventory](presentations/manifest.json)

Read the kit guide before copying: PowerPoint needs the included fonts installed; Google uses the approved Consolas fallback and independent chart data needs a copied and relinked spreadsheet. Google access permissions are unchanged. The guide records platform limits and the unresolved Ash/Stone chart-grid discrepancy.

## Approved verbal identity

Neutral uses independent accountability as the brand promise, productive compute as the commercial value and operational clarity as the product proof.

> **Every compute hour, accounted for.**

The approved positioning, descriptions, message pillars, voice, product-state grammar, vocabulary and claim boundaries are in [`verbal-identity.md`](verbal-identity.md). [`verbal-identity-directions.md`](verbal-identity-directions.md) is the decision record, not an alternative source of approved copy.

## Logo pack

Use the production files whenever the wordmark does not need editing:

- Light backgrounds: [`logo-pack/neutral-midpoint-black-outlined.svg`](logo-pack/neutral-midpoint-black-outlined.svg)
- Dark backgrounds: [`logo-pack/neutral-midpoint-white-outlined.svg`](logo-pack/neutral-midpoint-white-outlined.svg)

Approved symbol-only files:

- Light backgrounds: [`logo-pack/neutral-midpoint-symbol-black.svg`](logo-pack/neutral-midpoint-symbol-black.svg)
- Dark backgrounds: [`logo-pack/neutral-midpoint-symbol-white.svg`](logo-pack/neutral-midpoint-symbol-white.svg)

Approved square files:

- Default favicon, avatar and app tile: [`logo-pack/neutral-midpoint-square-carbon.svg`](logo-pack/neutral-midpoint-square-carbon.svg)
- Exceptional colour fallback: [`logo-pack/neutral-midpoint-square-cobalt.svg`](logo-pack/neutral-midpoint-square-cobalt.svg)

Editable sources:

- [`logo-pack/neutral-midpoint-black-poppins-editable.svg`](logo-pack/neutral-midpoint-black-poppins-editable.svg)
- [`logo-pack/neutral-midpoint-white-poppins-editable.svg`](logo-pack/neutral-midpoint-white-poppins-editable.svg)

The editable SVGs contain live lowercase text set in Poppins Black at 127 px with the font's native spacing. Install [`logo-pack/fonts/Poppins-Black.ttf`](logo-pack/fonts/Poppins-Black.ttf) before editing in desktop software. The font is distributed under the SIL Open Font License 1.1 in [`logo-pack/fonts/OFL.txt`](logo-pack/fonts/OFL.txt).

## Usage rules

- Keep the icon and wordmark together in their supplied proportions and spacing.
- Use only the black or white supplied artwork unless Manraj explicitly requests another approved variant.
- Use the full lockup by default. Use the symbol alone only in an already-branded container.
- Use the approved centred square asset for favicons, avatars and application tiles; do not improvise the canvas or bake in a corner mask.
- Do not use or typeset the wordmark alone.
- Keep the icon and midpoint square the same colour; Cobalt is not a logo colour.
- Do not stretch, crop, rotate, rearrange, typeset a replacement wordmark, or add effects.
- Use the outlined SVGs for production so the wordmark renders consistently without a font dependency.
- The SVG background is transparent; choose the black or white version for sufficient contrast.
- Keep the Swiss reference in the geometry and story. Do not remove the midpoint square or introduce a red logo treatment.