# JOSHRIX Studio — Brand Guidelines

## Name

**JOSHRIX Studio**

- "JOSHRIX" is always uppercase.
- "Studio" is always title case.
- Never abbreviate to "JS" or "JRX" in user-facing copy. "JOSHRIX" alone is acceptable in headings where "Studio" appears nearby.

## Tagline

**Create Worlds. Build Games. Own the Future.**

- Three sentences, each capitalized, each ending in a period.
- Use the full tagline wherever it appears — do not shorten or reorder it.
- Placement: directly beneath the name or logo, or as a standalone hero line.

## Colors

| Role | Name | Hex |
|------|------|-----|
| Accent | Signal | `#D92D3F` |
| Accent (hover) | Signal Bright | `#E8455A` |
| Background | Ink | `#07080B` |
| Raised surface | Ink Raised | `#0F1117` |
| Hairline | Line | `#1D212B` |
| Text | Bone | `#EDEFF3` |
| Secondary text | Ash | `#A2A8B5` |
| Labels, captions | Slate | `#6A7180` |

**There is one accent and it is used sparingly.** Signal is the colour games
have used for threat, energy and the thing you must look at since Doom, and it
belongs on primary actions and live state. Everything else is neutral. A second
and third accent is how an interface stops looking designed and starts looking
generated.

`#D92D3F` rather than a brighter scarlet is deliberate: white text on it clears
4.7:1, so a primary button is readable as well as striking.

Signal is never a gradient in the interface, and never a glow. The only places
it graduates are the logo mark and the key-art rim light, where it runs bright
to deep within the one hue.

**The grade is cinematic: cool shadows, hot key.** The ground is a blue-black
rather than a neutral grey, because that is the colour a shadow actually is
once a scene is graded — and it is what makes the accent read as light falling
on something rather than as paint applied to it.

Depth comes from hairlines and honest black shadow. Semantic colour — green for
good, amber for caution, red for failure — is separate from the accent, carries
meaning rather than emphasis, and is deliberately desaturated so it never
competes with it.

## Typography

- **Everything:** **Archivo** — an industrial grotesk with real character at
  display sizes and no personality problems at 14px, which is why one family
  carries the whole interface. Weights 400/500/600/700. Self-hosted as a
  variable font at `frontend/assets/fonts/archivo-var.woff2`.
- **Data:** **JetBrains Mono**, for anything a person reads as a measurement —
  prices, counts, IDs, timestamps, file paths, code. A number set in a
  proportional face is a decoration; in mono it is a measurement.
- **Headings are sentence case**, tracked slightly tight (-0.02em). Uppercase is
  reserved for small labels that genuinely label something — a table header, an
  eyebrow — at 11px with 0.08em of tracking. A headline in caps with 0.3em of
  tracking is the loudest tell in the whole vocabulary.

## Voice

Confident, forward-looking, creator-first. The brand speaks to people who make things: worlds, games, futures. Short sentences. Active verbs — *create*, *build*, *own*.