# ThyraGlow brand system · v1 · 2026-09-29

Chosen label direction: **04 Deep Kelp**. Tokens: `tokens.css`. Fonts saved locally in `fonts/` (for renders); pages load them from Google Fonts.

## Palette
| Role | Hex | Use / contrast |
|------|-----|----------------|
| Page background | #F0F2F5 | default page, white cards on top (Cody's standard). Text on it 13.1:1 |
| Card | #FFFFFF | all cards/buy boxes |
| Deep accent "Kelp" | #17423E | headings, title bands, label body. 9.9:1 on page, 11.1:1 with white text |
| Primary "Teal" | #2F7F78 (text version #1F6B64, 6.3:1 on white) | links, icons, secondary buttons outline, receipt lines |
| Sea glass / foam | #CDE6E0 / #EEF6F3 | soft section tints, price strips |
| Blush | #F6D5C8 | warm tint, label band, ribbon backgrounds |
| CTA "Coral-brick" | #C9461F (hover #B03C18) | BUY buttons on the best offer; white text 4.8:1 (AA). #E4694A is decorative only (3.3:1) |
| Save tag green | #1E7A4C on #E3F3EA (or white on #1E7A4C, 5.3:1) | "SAVE $" tags |
| Text / muted | #1D2B2A / #4A5D5B | body 13.1:1; muted 7.0:1 on white |
| Non-best buttons | #2B3332 charcoal | per Cody's buy-box anatomy |

Why the default #F0F2F5 page holds: kelp/teal/blush read cleanly on cool gray and keep the buy boxes white-card structured. Brand color lives in bands, ribbons, illustrations and hero blocks, not the page floor. Avoid: lavender/navy (old label), red/gold (Robert Love), purple/gold (Forgotten Health).

## Typography (font rotation checked 2026-09-29)
- Headings: **Instrument Serif** (fresh_pool serif_headings, unused by any build so far); italic for soft emphasis ("for Women", one word per headline).
- Body/UI: **Albert Sans** 400/500/600/700 (fresh_pool body, unused). Body 17px / 1.6, at least 16px on mobile. Prices, buttons and receipt rows in Albert Sans 600-700.
- Wordmark artwork only: Outfit 500 (logo is an image asset; never load Outfit on pages).
- Import: `https://fonts.googleapis.com/css2?family=Albert+Sans:wght@400;500;600;700&family=Instrument+Serif:ital@0;1&display=swap`
- Instrument Serif is narrow and single-weight: use at 32px and up only; keep H3 and smaller in Albert Sans 700.
- Rotation ledger: after first hub deploy append `{project: complete-thyroid, heading: Instrument Serif, body: Albert Sans}` to `docs/status/funnel-studio/font-rotation.json` (`builds` was empty on 2026-09-29).

## Shape, shadow, icons
- Radii: 8 (chips), 14 (cards), 22 (hero blocks), pill (tags/buttons ok at 12 for buy buttons).
- Shadows: soft kelp-tinted only (`--tg-shadow-1/2/best`). Best Value card raised with `--tg-shadow-best`.
- Icons: 2px-equivalent round-cap line icons at 48px box (energy bolt, metabolism flame, mood smile as on the label), teal or kelp; filled only for state.
- Divider motif: single thin coral rule or a soft wave line (3 waves, glass at 55%).

## Imagery style
- Product: matte white bottle, kelp-green wrap label, pure white seamless (see `images/gen/`); on white art panels use `mix-blend-mode:multiply`.
- Sea-plant story: kelp fronds and bladderwrack in line art (glass on kelp, or coral on sand); sunrise-over-water glow as the recurring hero graphic. No clip-art thyroid butterfly, no stock-photo smiling model claims, no before/after body images.
- People: only real, releasable photos (Linda: hub must confirm). Warm natural light, mirror/morning moments; no medical props.

## Logo
Files in `logo/`: `thyraglow-horizontal(.svg/.png)`, `thyraglow-stacked`, `-reversed` versions for dark (kelp) backgrounds, `favicon.svg`, `favicon-512.png`, `favicon-32.png`, `apple-touch-icon.png`. SVGs embed the wordmark font. Mark = ring + coral sunrise + waves + sea-plant sprig. Clear space = height of the "t". Min size: mark alone 24px; horizontal lockup 120px wide. Never recolor "glow" outside coral (light bg) or blush (dark bg). Mark sprig is small; refine to a bolder single-frond glyph before print/trademark filing.

## Badge and claim rules
- NO "FDA approved", NO "Most recommended by experts", no doctor/hospital/university endorsements, no fake scarcity.
- Allowed badges (client to confirm each): "Made in the USA", "GMP-certified facility", "Third-party tested", "Non-GMO", "Soy-free / Dairy-free / Gluten-free", "Vegetarian capsule", "180-day money-back guarantee", "One-time purchase, no subscription".
- Benefit icons carry the asterisk on every use; the footer/FDA line follows: "These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease."
- Iodine safety line where the formula is shown: talk with your healthcare provider before use if you have a thyroid condition, take thyroid medication, are pregnant or nursing.

## Buy-box anatomy (brand application)
Solid kelp title band (best offer: coral-brick ribbon "Best Value", raised); bottle art full card width on white; price strip in foam (#EEF6F3) with big per-bottle price + green Save tag; receipt rows; bold TODAY'S TOTAL; orange/coral-brick CTA on best offer, charcoal on others; equal-height cards on desktop.