# Incrementic Brand
Source: https://incrementic.com/brand
Legal name: Incrementic Limited, Kingston, Jamaica

## Identity
Tagline: the shortest distance to your next big thing
Mantra: Learn. Build.
Philosophy: people over pixels — technology in service of human outcomes

## Colours
- Incrementic Red: #EA5148 (primary, PMS 3556 U)
- Charcoal: #4C4E56 (neutral, PMS Black 6 U)
- White: #FFFFFF (ground)
Only these three are permitted on brand marks.

## Logo
Three variations: main (red on light), dark (charcoal on light), white (on dark).
Minimum width: 100px / 30mm. Clear space: width of the letter "t" on all sides.
Minimum contrast: 3:1. Never recolour, squash, stretch, rotate, box, or use inline in text.
Files: assets/incrementic-main-logo.svg/.png, assets/incrementic-dark-logo.svg/.png, assets/incrementic-white-logo.svg/.png

## The signal (symbol)
Name: Incrementic signal. Colour: #EA5148.
Min width on colour: 300px / 46mm. Min width on white: 16px / 6mm.
Clear space: half the symbol width.
File: assets/incrementic-signal.svg / .png

## Shortest Distance Mark (slogan lockup)
Slogan: "the shortest distance to your next big thing"
Min width: 490px / 75mm. Clear space: height of "shortest".
Never below 70% opacity when used as watermark/pattern.
Files: assets/incrementic-mark-red.svg, assets/incrementic-mark-white.svg, assets/incrementic-mark-charcoal.svg

## CSS tokens
--incrementic-red: #EA5148
--incrementic-charcoal: #4C4E56
--incrementic-white: #FFFFFF
--color-accent: var(--incrementic-red)
--color-text: var(--incrementic-charcoal)
--color-bg: var(--incrementic-white)

## Voice rules
- Plain over clever. Say the thing directly.
- Curious and forward-moving. Point at the next step.
- Brief. Short sentences. Cut filler.
- Honest. Direct critique is a feature.
- People over pixels. Lead with the human outcome, not the tech.
Avoid: hype words, hedging filler, jargon walls.

## Naming
- Company: Incrementic (legal: Incrementic Limited)
- Sub-brands: "{Product} by Incrementic" pattern (e.g. Brute by Incrementic)
- Products: QRtick, Member Access OS, Smart Park OS (stand alone once established)
- Methodology: Shape & Ship
- Symbol name: Incrementic signal
- Slogan lockup name: Shortest Distance Mark

## Machine-readable data
brand.json — full structured brand data (colours, tokens, asset paths, voice, naming)
incrementic-assets.zip — all brand files
incrementic-brand-skill.zip — SKILL.md for AI coding agents