# Twincrest Brand Guide (v1.0)

Everything you need to represent Twincrest with confidence.

## Brand personality
- Precise but warm
- Modern but grounded
- Smart without showing off

## Colors
| Token    | Hex      | Role |
|----------|----------|------|
| Navy     | #0d1035  | Backgrounds, hero, primary CTAs |
| Purple   | #81499C  | Accents, hover states, gradient midpoint |
| Mulberry | #C24599  | Callouts and badges (max 10% of any composition) |
| Cyan     | #00B6EF  | Links, interactive indicators, data viz |

## Typography
- Family: **Plus Jakarta Sans** (Google Fonts)
- Weights used: 400 (Regular) and 700/800 (Bold)
- Body 16px min, headings sentence case, Bold for emphasis

## Voice
1. Talk to people, not at them. ("you'll find this in your settings")
2. Be direct. One idea per sentence.
3. Stay warm, not gushing.

## Retired words
leverage, synergize, synergy, circle back, robust, scalable, learnings, deep dive, bandwidth, utilize, onboard, ideate, ecosystem, best-in-class, cutting-edge, world-class, game-changer, seamless, holistic, impactful, going forward, at the end of the day, touch base.

## Writing rules at a glance
- Contractions: always
- Oxford comma: always
- Numbers: spell out 1–9, numerals 10+
- Em dash: no spaces around it
- Dates: "June 3, 2025"
- Time: "3:00 PM"

Questions? brand@twincrest.org