Asset Language

Documentation for BrandBuilder 3.0.1. Official release and exact skill asset.

Use the name on each download card to choose the artwork. Open the card for its available file types and sizes. The preferred descriptive filename and the existing filename contain the same approved image bytes.

Packages and words

A brand kit is the downloadable package of approved artwork, platform assets, tokens, and implementation files. A brand guide is its PDF usage reference; guidelines are the portable HTML and hosted reference pages. A slogan is the short approved phrase used in a social share image or campaign. A description is the supporting longer text when the brand has approved one. Neither text element changes the logo.

Logo forms

Brand mark is the symbol without accompanying brand name. The older term logomark means the same symbol, while icon is reserved for an application or platform destination. A lettermark is a brand mark built from letters, where one has been approved. A wordmark is the brand name rendered as approved artwork, when that brand supplies one. A logo lockup, or lockup, combines approved elements. A wide lockup lays them out horizontally; a stacked lockup places them vertically. These layouts are separate designs. A brand without an approved standalone wordmark has no wordmark delivery.

Full and reduced identify source detail. The reduced mark is approved for smaller placements according to that brand's minimum-size rule. They do not identify file resolution.

Color and background

Full color uses the approved multicolor treatment. Monochrome uses one ink color. Black ink and white ink name that ink, not the background. Clear background means the image is transparent; opaque background means the file contains a filled plate. For light backgrounds and for dark backgrounds tell you where the artwork is intended to appear; they do not mean the file contains a light or dark card. Keep the declared viewing surface when placing transparent artwork.

Other deliveries

Social share image is a separate, opaque composition for link previews. It is not a logo lockup. Platform icon names a destination, such as browser favicon, Apple touch icon, installable web icon, Android, iOS, macOS, or Windows. Size and file type are choices within a card when the artwork matches. If the same web artwork serves several destinations, each listed file keeps its own role and destination.

Filenames and compatibility

Preferred logo filenames describe form, layout, detail, treatment, transparency, viewing surface, and size. logos/asset-aliases.json maps every approved legacy logo path to its preferred path and SHA-256. Old direct paths remain published. The alias is a byte-for-byte copy of the approved derivative and does not replace its provenance or approval record. Platform icons keep their established filenames because their destination-specific structures are part of the integration contract.