Referencia5 min de lectura

brand.json

La proyección estable del Genoma para máquinas.

Actualizado el 1 de enero de 1970

Campos

Campo	Tipo	Siempre presente	Descripción
`format`	`"nomad-brand/1"`	Sí	Format identifier. Always `nomad-brand/1`.
`name`	`string`	Sí	Brand name (`metadata.displayName`).
`revision`	`integer ≥ 0`	Sí	Genome revision it was generated from; 0 when unknown.
`generatedAt`	`string`	Sí	When the Genome strategy was generated (ISO 8601); empty when unknown.
`language`	`string`	Sí	BCP 47 tag of the brand's primary language; empty when unknown.
`industry`	`string (enum) \| ""`	Sí	Industry code; empty when unknown.
`identity`	`object`	Sí	Who the brand is.
`identity.whatItSells`	`string`	Sí	What the brand sells.
`identity.essence`	`string`	Sí	Essence in one sentence.
`identity.purpose`	`string`	Sí	Why the brand exists.
`identity.positioning`	`string`	Sí	Positioning statement.
`identity.promise`	`string`	Sí	Brand promise.
`offer`	`object[]`	Sí	What the brand sells, by name.
`offer[].name`	`string`	Sí	Name the brand uses for it.
`offer[].description`	`string`	Sí	What it is and for whom.
`offer[].kind`	`string (enum) \| null`	Sí	Kind of offering. One of `product`, `service`, `subscription`, `experience`, `bundle`.
`offer[].role`	`string (enum) \| null`	Sí	Role in the offer. One of `flagship`, `core`, `complement`.
`offer[].price`	`string \| null`	Sí	Price exactly as published; null when not published.
`voice`	`object`	Sí	How to write as the brand.
`voice.signature`	`string`	Sí	The voice in one sentence.
`voice.address`	`string (enum) \| null`	Sí	Default form of address. One of `tu`, `usted`, `vos`, `mixto`.
`voice.addressNotes`	`string \| null`	Sí	Exceptions to the form of address.
`voice.tone`	`object`	Sí	Tone scales, integers from 1 to 10.
`voice.tone.formality`	`integer 1–10`	No	1 = street colloquial, 10 = institutional.
`voice.tone.closeness`	`integer 1–10`	No	1 = distant, 10 = intimate.
`voice.tone.energy`	`integer 1–10`	No	1 = calm, 10 = explosive.
`voice.tone.technical`	`integer 1–10`	No	1 = everyday language, 10 = specialist vocabulary.
`voice.tone.irony`	`integer 1–10`	No	1 = literal, 10 = sarcastic.
`voice.rules`	`string[]`	Sí	Writing rules.
`voice.conventions`	`string[]`	Sí	Style conventions.
`voice.sayDontSay`	`object[]`	Sí	Say X, not Y.
`voice.sayDontSay[].say`	`string`	Sí	What the brand says.
`voice.sayDontSay[].dontSay`	`string`	Sí	What it avoids instead.
`voice.forbiddenWords`	`string[]`	Sí	Words the brand never uses.
`voice.examples`	`object[]`	Sí	On-brand and off-brand examples.
`voice.examples[].context`	`string`	Sí	Situation.
`voice.examples[].onBrand`	`string`	Sí	How the brand writes it.
`voice.examples[].offBrand`	`string`	Sí	The generic version to avoid.
`voice.channels`	`object[]`	Sí	Voice per channel.
`voice.channels[].channel`	`string`	Sí	Channel.
`voice.channels[].guidance`	`string`	Sí	How the voice adapts there.
`voice.languages`	`object[]`	No	Voice per secondary language. Absent in exports made before it existed.
`voice.languages[].locale`	`string`	Sí	Language code (BCP 47).
`voice.languages[].address`	`string`	Sí	Form of address and register in that language.
`voice.languages[].tone`	`string`	Sí	How the voice moves in that language compared with the primary one.
`voice.languages[].signatureLine`	`string \| null`	Sí	Signature line transcreated for that language.
`voice.languages[].sayDontSay`	`object[]`	Sí	Substitutions specific to that language.
`voice.languages[].sayDontSay[].say`	`string`	Sí	What the brand says.
`voice.languages[].sayDontSay[].dontSay`	`string`	Sí	What it avoids.
`voice.languages[].culturalNotes`	`string[]`	Sí	Cultural codes the voice respects there.
`voice.languages[].avoid`	`string[]`	Sí	What sounds wrong or is misread there.
`voice.emoji`	`object`	Sí	Emoji use.
`voice.emoji.frequency`	`string (enum) \| null`	Sí	How often the brand uses emojis. One of `never`, `rare`, `moderate`, `frequent`.
`voice.emoji.preferred`	`string[]`	Sí	Emojis that represent the brand.
`voice.emoji.forbidden`	`string[]`	Sí	Emojis that do not fit the brand.
`claims`	`object`	Sí	What the brand may and may not claim.
`claims.allowed`	`string[]`	Sí	Claims the brand may make, with proof.
`claims.forbidden`	`string[]`	Sí	Claims the brand must not make.
`claims.sensitiveTopics`	`string[]`	Sí	Topics that need special review.
`visual`	`object`	Sí	How the brand looks.
`visual.colors`	`object[]`	Sí	Brand colours without duplicates.
`visual.colors[].name`	`string`	Sí	Colour name.
`visual.colors[].role`	`string (enum)`	Sí	Role in the palette. One of `primary`, `secondary`, `accent`, `background`, `foreground`, `neutral`, `unspecified`.
`visual.colors[].hex`	`string`	Sí	Upper-case sRGB hex, `#RRGGBB`. Pattern `^#[0-9A-F]{6}$`.
`visual.accessiblePairs`	`object[]`	Sí	Every brand colour against the others and against white and black, keeping pairs with a contrast of at least 3, highest first.
`visual.accessiblePairs[].foreground`	`string`	Sí	Name of the text colour.
`visual.accessiblePairs[].background`	`string`	Sí	Name of the background colour.
`visual.accessiblePairs[].ratio`	`number ≥ 3`	Sí	WCAG 2.2 contrast ratio, rounded to two decimals.
`visual.accessiblePairs[].level`	`string (enum)`	Sí	`AAA` (≥ 7), `AA` (≥ 4.5, body text) or `AA large` (≥ 3, large text and interface shapes).
`visual.typography`	`object[]`	Sí	Typefaces, one per family and role.
`visual.typography[].family`	`string`	Sí	Font family.
`visual.typography[].role`	`string \| null`	Sí	Role, for example `heading`; null when not set.
`visual.typography[].weights`	`string[]`	Sí	Weights available.
`visual.logos`	`object[]`	Sí	Logo files.
`visual.logos[].name`	`string`	Sí	File name.
`visual.logos[].url`	`string`	Sí	Delivery URL of the logo.
`visual.logos[].primary`	`boolean`	Sí	Whether it is the primary logo.
`visual.logos[].form`	`string \| null`	Sí	Logo form; null when unknown.
`visual.logos[].theme`	`string \| null`	Sí	Background it is meant for; null when unknown.
`visual.distinctiveAssets`	`object[]`	Sí	Distinctive assets with their Library files.
`visual.distinctiveAssets[].asset`	`string`	Sí	Description of the asset.
`visual.distinctiveAssets[].type`	`string (enum) \| ""`	Sí	Kind of asset; empty when unknown.
`visual.distinctiveAssets[].files`	`object[]`	Sí	Library files that embody it.
`visual.distinctiveAssets[].files[].id`	`string`	Sí	Library file id.
`visual.distinctiveAssets[].files[].name`	`string`	Sí	File name.
`visual.distinctiveAssets[].files[].url`	`string`	Sí	Delivery URL of the file.

Campo

Tipo

Siempre presente

Descripción

format

"nomad-brand/1"

Sí

Format identifier. Always nomad-brand/1.

name

string

Sí

Brand name (metadata.displayName).

revision

integer ≥ 0

Sí

Genome revision it was generated from; 0 when unknown.

generatedAt

string

Sí

When the Genome strategy was generated (ISO 8601); empty when unknown.

language

string

Sí

BCP 47 tag of the brand's primary language; empty when unknown.

industry

string (enum) | ""

Sí

Industry code; empty when unknown.

identity

object

Sí

Who the brand is.

identity.whatItSells

string

Sí

What the brand sells.

identity.essence

string

Sí

Essence in one sentence.

identity.purpose

string

Sí

Why the brand exists.

identity.positioning

string

Sí

Positioning statement.

identity.promise

string

Sí

Brand promise.

offer

object[]

Sí

What the brand sells, by name.

offer[].name

string

Sí

Name the brand uses for it.

offer[].description

string

Sí

What it is and for whom.

offer[].kind

string (enum) | null

Sí

Kind of offering. One of product, service, subscription, experience, bundle.

offer[].role

string (enum) | null

Sí

Role in the offer. One of flagship, core, complement.

offer[].price

string | null

Sí

Price exactly as published; null when not published.

voice

object

Sí

How to write as the brand.

voice.signature

string

Sí

The voice in one sentence.

voice.address

string (enum) | null

Sí

Default form of address. One of tu, usted, vos, mixto.

voice.addressNotes

string | null

Sí

Exceptions to the form of address.

voice.tone

object

Sí

Tone scales, integers from 1 to 10.

voice.tone.formality

integer 1–10

1 = street colloquial, 10 = institutional.

voice.tone.closeness

integer 1–10

1 = distant, 10 = intimate.

voice.tone.energy

integer 1–10

1 = calm, 10 = explosive.

voice.tone.technical

integer 1–10

1 = everyday language, 10 = specialist vocabulary.

voice.tone.irony

integer 1–10

1 = literal, 10 = sarcastic.

voice.rules

string[]

Sí

Writing rules.

voice.conventions

string[]

Sí

Style conventions.

voice.sayDontSay

object[]

Sí

Say X, not Y.

voice.sayDontSay[].say

string

Sí

What the brand says.

voice.sayDontSay[].dontSay

string

Sí

What it avoids instead.

voice.forbiddenWords

string[]

Sí

Words the brand never uses.

voice.examples

object[]

Sí

On-brand and off-brand examples.

voice.examples[].context

string

Sí

Situation.

voice.examples[].onBrand

string

Sí

How the brand writes it.

voice.examples[].offBrand

string

Sí

The generic version to avoid.

voice.channels

object[]

Sí

Voice per channel.

voice.channels[].channel

string

Sí

Channel.

voice.channels[].guidance

string

Sí

How the voice adapts there.

voice.languages

object[]

Voice per secondary language. Absent in exports made before it existed.

voice.languages[].locale

string

Sí

Language code (BCP 47).

voice.languages[].address

string

Sí

Form of address and register in that language.

voice.languages[].tone

string

Sí

How the voice moves in that language compared with the primary one.

voice.languages[].signatureLine

string | null

Sí

Signature line transcreated for that language.

voice.languages[].sayDontSay

object[]

Sí

Substitutions specific to that language.

voice.languages[].sayDontSay[].say

string

Sí

What the brand says.

voice.languages[].sayDontSay[].dontSay

string

Sí

What it avoids.

voice.languages[].culturalNotes

string[]

Sí

Cultural codes the voice respects there.

voice.languages[].avoid

string[]

Sí

What sounds wrong or is misread there.

voice.emoji

object

Sí

Emoji use.

voice.emoji.frequency

string (enum) | null

Sí

How often the brand uses emojis. One of never, rare, moderate, frequent.

voice.emoji.preferred

string[]

Sí

Emojis that represent the brand.

voice.emoji.forbidden

string[]

Sí

Emojis that do not fit the brand.

claims

object

Sí

What the brand may and may not claim.

claims.allowed

string[]

Sí

Claims the brand may make, with proof.

claims.forbidden

string[]

Sí

Claims the brand must not make.

claims.sensitiveTopics

string[]

Sí

Topics that need special review.

visual

object

Sí

How the brand looks.

visual.colors

object[]

Sí

Brand colours without duplicates.

visual.colors[].name

string

Sí

Colour name.

visual.colors[].role

string (enum)

Sí

Role in the palette. One of primary, secondary, accent, background, foreground, neutral, unspecified.

visual.colors[].hex

string

Sí

Upper-case sRGB hex, #RRGGBB. Pattern ^#[0-9A-F]{6}$.

visual.accessiblePairs

object[]

Sí

Every brand colour against the others and against white and black, keeping pairs with a contrast of at least 3, highest first.

visual.accessiblePairs[].foreground

string

Sí

Name of the text colour.

visual.accessiblePairs[].background

string

Sí

Name of the background colour.

visual.accessiblePairs[].ratio

number ≥ 3

Sí

WCAG 2.2 contrast ratio, rounded to two decimals.

visual.accessiblePairs[].level

string (enum)

Sí

AAA (≥ 7), AA (≥ 4.5, body text) or AA large (≥ 3, large text and interface shapes).

visual.typography

object[]

Sí

Typefaces, one per family and role.

visual.typography[].family

string

Sí

Font family.

visual.typography[].role

string | null

Sí

Role, for example heading; null when not set.

visual.typography[].weights

string[]

Sí

Weights available.

visual.logos

object[]

Sí

Logo files.

visual.logos[].name

string

Sí

File name.

visual.logos[].url

string

Sí

Delivery URL of the logo.

visual.logos[].primary

boolean

Sí

Whether it is the primary logo.

visual.logos[].form

string | null

Sí

Logo form; null when unknown.

visual.logos[].theme

string | null

Sí

Background it is meant for; null when unknown.

visual.distinctiveAssets

object[]

Sí

Distinctive assets with their Library files.

visual.distinctiveAssets[].asset

string

Sí

Description of the asset.

visual.distinctiveAssets[].type

string (enum) | ""

Sí

Kind of asset; empty when unknown.

visual.distinctiveAssets[].files

object[]

Sí

Library files that embody it.

visual.distinctiveAssets[].files[].id

string

Sí

Library file id.

visual.distinctiveAssets[].files[].name

string

Sí

File name.

visual.distinctiveAssets[].files[].url

string

Sí

Delivery URL of the file.

En esta sección

Campos