THE WELL HOME — BRAND KIT
Version 2.0 · July 2026

WHAT IS IN HERE
  assets/logos/        logomark, lever tints, badge, favicon set, wordmarks, lockups
  assets/icons/        7 Levers of BioHarmony, 12 Home Determinants of Health
  assets/schematics/   the Seven Levers wheel, The Oculus dial, The Anatomy of a Home
  assets/applications/ stationery, social, presentation templates, colour and type sheets
  assets/color/        swatch cards, chroma and neutral
  assets/archive/      superseded concepts, reference only, NOT for live use
  assets/fonts/        the three web fonts, woff2
  docs/                the logomark spec, the full brand voice document, and the
                       complete guide as searchable Markdown and plain text
  the-well-home-brand-guidelines.pdf   the 64 page print brand book

WHICH FILE DO I USE
  SVG   anything that will be resized, recoloured or printed. This is the master.
  PDF   print suppliers, InDesign, Illustrator.
  PNG   slides, documents, anywhere vector will not paste. Pick the size above your target.
  ICO   favicon.ico for web servers.

FILE NAMING
  twh-<what>-<variant>-<colourway>[-<size>].<ext>
  Colourways: ink (dark on light), bone (light on dark), stone, chroma, chroma-light, terracotta.
  A file with "-on-<colour>" has a solid background baked in. Everything else is transparent.

THE RULES THAT MATTER MOST
  1. Ink on Bone, or Bone on Ink. That is the default pairing.
  2. Clear space: one stroke-gap on every side of the mark. Never less.
  3. Minimum size: 36px for the full mark. Never below 16px outside a favicon.
  4. Never recolour all seven strokes. One stroke may carry a Chroma colour in
     Lever-specific data contexts only.
  5. Never put a container around the free-standing mark. The badge is the only
     exception, and only for locked square or circle placements.
  6. Zero em dashes in copy. This is the clearest AI tell.
  7. No metallic. No gold, copper or silver in foil, thread or ink. Ink or Bone.

STILL OPEN
  · Contact details on the stationery are placeholders. Replace before print.
  · The four emblem studies in the archive are reconstructions from a written
    description. The original files were not in the source folders.

FONTS
  Cormorant Garamond, Hanken Grotesk and JetBrains Mono are all open source and
  free for commercial use under the SIL Open Font License. Anyone on the team can
  install them from Google Fonts. Well Sans is retired; nothing here depends on it.
