Heddle brand kit
================

Generated 2026-10-11 from https://heddle.pro/brand,
which is the page to check for the current version of everything in here.
brand.json is the same information in a form a script can read.

What is in the folder
---------------------

heddle-wordmark-on-dark.svg                  The logo for black and dark grounds.
heddle-wordmark-on-dark.png                  The same logo as a transparent PNG for tools that will not take SVG.
heddle-wordmark-on-light.svg                 The logo for white and light grounds.
heddle-wordmark-on-light.png                 The same logo as a transparent PNG.
heddle-mark-on-dark.svg                      The mark alone, for dark grounds.
heddle-mark-on-dark.png                      The mark alone as a transparent PNG, for dark grounds.
heddle-mark-on-light.svg                     The mark alone, for light grounds.
heddle-mark-on-light.png                     The mark alone as a transparent PNG, for light grounds.
heddle-background-2400x1260.webp             The background at full size.
heddle-background-1920x1080.jpg              The same background at 1080p as JPEG, for slide templates.
heddle-banner-1200x630.png                   Share card with the wordmark already placed.
heddle-banner-1584x396.png                   LinkedIn company cover with the wordmark already placed, clear of the corner where LinkedIn draws the profile picture.
heddle-avatar-1024.png                       Square profile picture, the mark on black.
brand.json                                   Colours, fonts, rules and links.
heddle-colors.css                            The colours as CSS custom properties.

The PNGs marked transparent look empty in a file browser with a white
background. They are not.

How to describe Heddle
----------------------

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.

Shorter: 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.

One line: 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.

Name
----

One word, capital H, in the wordmark and in a sentence alike.
Not: HEDDLE; Heddle AI; Heddle SEO; heddle.pro, in prose.

Colours
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Cotton             #F5F2EB   The default ground: undyed cotton. Pages sit on it.
Ink                #17150F   Headlines, body text, the wordmark, the warp threads in the mark and the main button.
Indigo             #2B3A9F   The one strong colour: one accent phrase per headline, section labels, links, the closing band.
Madder             #C2412B   The second thread, used sparingly: the rising thread in the mark, the woven divider, small markers.
Linen              #ECE7DC   Tinted sections that alternate with cotton.
Hairline           #E3DDD0   Rules and borders. Hairlines carry structure; there are no drop shadows.
Night              #12131A   The dark ground, when a reader chooses dark.

Type
----

Archivo 700   https://fonts.google.com/specimen/Archivo
Inter 400   https://fonts.google.com/specimen/Inter
JetBrains Mono 500   https://fonts.google.com/specimen/JetBrains+Mono

Voice
-----

Do: Say what was measured, where and when.
Don't: Promise a ranking, a traffic multiple or a result nobody has read yet.

Do: Name the mistake a rule came from, with its date.
Don't: State a rule as if it had always been obvious.

Do: Write headlines that say what happens, and end them with a period.
Don't: 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.
Don't: Use em dashes, three-item colon lists or a stack of short sentences for effect.

Rules
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1. Use the wordmark wherever it fits; the mark on its own is for square or tiny spaces.
2. Use the light files on dark grounds and the dark files on light ones.
3. Keep the rising thread in madder on every ground, and the warps in ink on light grounds, cotton on dark ones.
4. Say Heddle is set up and run with you. Don't describe it as open source or self-serve software.
5. Quote the description as it is written below, without editing it.

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.

Questions, or a file you need that is not here: hello@heddle.pro
