{
  "schemaVersion": 1,
  "name": "Heddle",
  "legalName": "Heddle",
  "url": "https://heddle.pro",
  "brandPage": "https://heddle.pro/brand",
  "brandPageMarkdown": "https://heddle.pro/brand.md",
  "manifest": "https://heddle.pro/brand/kit/brand.json",
  "archive": "https://heddle.pro/brand/kit/heddle-brand-kit.zip",
  "readme": "https://heddle.pro/brand/kit/README.txt",
  "colorsCss": "https://heddle.pro/brand/kit/heddle-colors.css",
  "generated": "2026-10-11",
  "contact": "hello@heddle.pro",
  "founded": null,
  "permissions": "These files may be used to refer to Heddle in an article, a talk, a partner listing or a comparison, and to link to heddle.pro, without asking first, provided the rules below are kept. Putting the mark on a product or service that is not Heddle needs written permission from the contact address.",
  "description": {
    "canonical": "Heddle is the method and tooling we use to launch products in search and answer engines. It measures what buyers type before anything is written, builds families of pages from sourced data, checks every built page for repeated sentences, unsupported claims and machine-written prose, and runs agents that keep the site current under a named person's approval. We set it up in the client's own repository and accounts, so the client keeps everything.",
    "short": "Heddle is a team of AI marketing agents that gets a business found in Google and AI answers, and makes sure every lead gets a fast reply.",
    "oneLine": "AI marketing agents that bring a business more qualified leads from Google and AI answers, every page checked first, set up and run with you.",
    "tagline": "Pages buyers search for. Checked before they ship.",
    "note": "Quote the canonical paragraph verbatim wherever it fits. Use the shorter forms only where a field is too small for it. Do not write a new one."
  },
  "nameUsage": {
    "correct": "Heddle",
    "legalEntity": "Heddle",
    "avoid": [
      "HEDDLE",
      "Heddle AI",
      "Heddle SEO",
      "heddle.pro, in prose"
    ],
    "note": "One word, capital H, in the wordmark and in a sentence alike."
  },
  "howToChoose": {
    "logo": "Decide by the ground the logo will sit on. Dark ground: use an on-dark file. Light ground: use an on-light file. Never recolour a file to make it work on the other ground.",
    "wordmarkOrMark": "Use the wordmark unless the space is narrower than 96 px or roughly square, in which case use the mark.",
    "format": "Prefer SVG wherever the tool accepts it. Use PNG only where it will not.",
    "banners": "The banners and avatar are finished compositions. Use them unchanged rather than rebuilding them from the parts.",
    "background": "The ground: cotton with warp threads on the right and the mark, its madder thread rising across. Put a headline on the clear left half."
  },
  "clearSpace": "At least the width of one warp thread in the mark, on every side. Nothing else goes inside that space, including the edge of the page.",
  "minimumSize": {
    "appliesTo": "wordmark width",
    "screenPx": 96,
    "printMm": 24,
    "why": "Below that the gaps in the weave close up and the mark reads as a block; use the mark on its own instead."
  },
  "colors": [
    {
      "name": "Cotton",
      "hex": "#F5F2EB",
      "use": "The default ground: undyed cotton. Pages sit on it."
    },
    {
      "name": "Ink",
      "hex": "#17150F",
      "use": "Headlines, body text, the wordmark, the warp threads in the mark and the main button."
    },
    {
      "name": "Indigo",
      "hex": "#2B3A9F",
      "use": "The one strong colour: one accent phrase per headline, section labels, links, the closing band."
    },
    {
      "name": "Madder",
      "hex": "#C2412B",
      "use": "The second thread, used sparingly: the rising thread in the mark, the woven divider, small markers."
    },
    {
      "name": "Linen",
      "hex": "#ECE7DC",
      "use": "Tinted sections that alternate with cotton."
    },
    {
      "name": "Hairline",
      "hex": "#E3DDD0",
      "use": "Rules and borders. Hairlines carry structure; there are no drop shadows."
    },
    {
      "name": "Night",
      "hex": "#12131A",
      "use": "The dark ground, when a reader chooses dark."
    }
  ],
  "typography": {
    "display": {
      "family": "Archivo",
      "weight": 700,
      "source": "https://fonts.google.com/specimen/Archivo",
      "stack": "\"Archivo\", system-ui, sans-serif"
    },
    "body": {
      "family": "Inter",
      "weight": 400,
      "source": "https://fonts.google.com/specimen/Inter",
      "stack": "\"Inter\", system-ui, sans-serif"
    },
    "labelsTimesStatusTagsAndCode": {
      "family": "JetBrains Mono",
      "weight": 500,
      "source": "https://fonts.google.com/specimen/JetBrains+Mono",
      "stack": "\"JetBrains Mono\", ui-monospace, monospace"
    }
  },
  "voice": [
    {
      "do": "Say what was measured, where and when.",
      "dont": "Promise a ranking, a traffic multiple or a result nobody has read yet."
    },
    {
      "do": "Name the mistake a rule came from, with its date.",
      "dont": "State a rule as if it had always been obvious."
    },
    {
      "do": "Write headlines that say what happens, and end them with a period.",
      "dont": "Call anything powerful, seamless or robust, or say it will unlock or empower."
    },
    {
      "do": "Use contractions and plain words, the way a person explains their own work.",
      "dont": "Use em dashes, three-item colon lists or a stack of short sentences for effect."
    }
  ],
  "files": [
    {
      "id": "heddle-wordmark-on-dark",
      "file": "heddle-wordmark-on-dark.svg",
      "url": "https://heddle.pro/brand/kit/heddle-wordmark-on-dark.svg",
      "kind": "wordmark",
      "format": "svg",
      "mime": "image/svg+xml",
      "ground": "dark",
      "transparent": true,
      "width": 429,
      "height": 100,
      "use": "The logo for black and dark grounds. Vector, scales to any size. First choice for print, slides and the web."
    },
    {
      "id": "heddle-wordmark-on-dark",
      "file": "heddle-wordmark-on-dark.png",
      "url": "https://heddle.pro/brand/kit/heddle-wordmark-on-dark.png",
      "kind": "wordmark",
      "format": "png",
      "mime": "image/png",
      "ground": "dark",
      "transparent": true,
      "width": 2048,
      "height": 478,
      "use": "The same logo as a transparent PNG for tools that will not take SVG."
    },
    {
      "id": "heddle-wordmark-on-light",
      "file": "heddle-wordmark-on-light.svg",
      "url": "https://heddle.pro/brand/kit/heddle-wordmark-on-light.svg",
      "kind": "wordmark",
      "format": "svg",
      "mime": "image/svg+xml",
      "ground": "light",
      "transparent": true,
      "width": 429,
      "height": 100,
      "use": "The logo for white and light grounds. Vector."
    },
    {
      "id": "heddle-wordmark-on-light",
      "file": "heddle-wordmark-on-light.png",
      "url": "https://heddle.pro/brand/kit/heddle-wordmark-on-light.png",
      "kind": "wordmark",
      "format": "png",
      "mime": "image/png",
      "ground": "light",
      "transparent": true,
      "width": 2048,
      "height": 478,
      "use": "The same logo as a transparent PNG."
    },
    {
      "id": "heddle-mark-on-dark",
      "file": "heddle-mark-on-dark.svg",
      "url": "https://heddle.pro/brand/kit/heddle-mark-on-dark.svg",
      "kind": "mark",
      "format": "svg",
      "mime": "image/svg+xml",
      "ground": "dark",
      "transparent": true,
      "width": 100,
      "height": 100,
      "use": "The mark alone, for dark grounds. Only where the wordmark will not fit or the space is square."
    },
    {
      "id": "heddle-mark-on-dark",
      "file": "heddle-mark-on-dark.png",
      "url": "https://heddle.pro/brand/kit/heddle-mark-on-dark.png",
      "kind": "mark",
      "format": "png",
      "mime": "image/png",
      "ground": "dark",
      "transparent": true,
      "width": 1024,
      "height": 1024,
      "use": "The mark alone as a transparent PNG, for dark grounds."
    },
    {
      "id": "heddle-mark-on-light",
      "file": "heddle-mark-on-light.svg",
      "url": "https://heddle.pro/brand/kit/heddle-mark-on-light.svg",
      "kind": "mark",
      "format": "svg",
      "mime": "image/svg+xml",
      "ground": "light",
      "transparent": true,
      "width": 100,
      "height": 100,
      "use": "The mark alone, for light grounds."
    },
    {
      "id": "heddle-mark-on-light",
      "file": "heddle-mark-on-light.png",
      "url": "https://heddle.pro/brand/kit/heddle-mark-on-light.png",
      "kind": "mark",
      "format": "png",
      "mime": "image/png",
      "ground": "light",
      "transparent": true,
      "width": 1024,
      "height": 1024,
      "use": "The mark alone as a transparent PNG, for light grounds."
    },
    {
      "id": "heddle-background-2400x1260",
      "file": "heddle-background-2400x1260.webp",
      "url": "https://heddle.pro/brand/kit/heddle-background-2400x1260.webp",
      "kind": "background",
      "format": "webp",
      "mime": "image/webp",
      "ground": "any",
      "transparent": false,
      "width": 2400,
      "height": 1260,
      "use": "The background at full size. The ground: cotton with warp threads on the right and the mark, its madder thread rising across. Put a headline on the clear left half."
    },
    {
      "id": "heddle-background-1920x1080",
      "file": "heddle-background-1920x1080.jpg",
      "url": "https://heddle.pro/brand/kit/heddle-background-1920x1080.jpg",
      "kind": "background",
      "format": "jpg",
      "mime": "image/jpeg",
      "ground": "any",
      "transparent": false,
      "width": 1920,
      "height": 1080,
      "use": "The same background at 1080p as JPEG, for slide templates."
    },
    {
      "id": "heddle-banner-1200x630",
      "file": "heddle-banner-1200x630.png",
      "url": "https://heddle.pro/brand/kit/heddle-banner-1200x630.png",
      "kind": "banner",
      "format": "png",
      "mime": "image/png",
      "ground": "any",
      "transparent": false,
      "width": 1200,
      "height": 630,
      "use": "Share card with the wordmark already placed. Use as is for Open Graph, LinkedIn, Slack and X unfurls."
    },
    {
      "id": "heddle-banner-1584x396",
      "file": "heddle-banner-1584x396.png",
      "url": "https://heddle.pro/brand/kit/heddle-banner-1584x396.png",
      "kind": "banner",
      "format": "png",
      "mime": "image/png",
      "ground": "any",
      "transparent": false,
      "width": 1584,
      "height": 396,
      "use": "LinkedIn company cover with the wordmark already placed, clear of the corner where LinkedIn draws the profile picture. Use as is."
    },
    {
      "id": "heddle-avatar-1024",
      "file": "heddle-avatar-1024.png",
      "url": "https://heddle.pro/brand/kit/heddle-avatar-1024.png",
      "kind": "avatar",
      "format": "png",
      "mime": "image/png",
      "ground": "any",
      "transparent": false,
      "width": 1024,
      "height": 1024,
      "use": "Square profile picture, the mark on black. Use as is for any social or directory avatar."
    }
  ],
  "rules": [
    "Use the wordmark wherever it fits; the mark on its own is for square or tiny spaces.",
    "Use the light files on dark grounds and the dark files on light ones.",
    "Keep the rising thread in madder on every ground, and the warps in ink on light grounds, cotton on dark ones.",
    "Say Heddle is set up and run with you. Don't describe it as open source or self-serve software.",
    "Quote the description as it is written below, without editing it."
  ]
}