Navet brand system

Navet already has an identity. This system documents it so that product UI, documentation, marketing, releases, community material, and official assets continue to feel like the same product as Navet grows.

Use these documents to preserve and apply the established brand. They are not a brief for a rebrand.

Start Here

• Brand foundations defines Navet’s durable purpose, promise, positioning, principles, audiences, and brand architecture.
• Voice and messaging defines the message hierarchy, voice, tone by context, terminology, examples, and claims discipline.
• Visual identity defines how the established logo, color, type, composition, imagery, motion, and accessibility system are expressed.
• Product card grammar defines how Navet’s product cards communicate identity, live state, actions, semantic color, and responsive behavior.
• Brand asset system defines source and distribution ownership for official brand assets. The working asset index lives in assets/brand/README.md, with reusable layouts in assets/brand/templates/.
• Brand governance defines ownership, change classes, review gates, maintenance, and deprecation.
• Brand and trademark policy defines permitted use of the Navet name and marks.

The legacy brand reference and asset quick reference remain useful quick references for the name, logo, and existing files. When a quick reference and a specialized document differ, use the specialized document for that concern.

Preservation Charter

The following parts of Navet are established and must be preserved unless the maintainers explicitly commission a rebrand:

• the Navet name, capitalization, Swedish origin, and established pronunciation
• the existing hub mark, wordmark, geometry, proportions, and orange gradient
• orange as the identifying brand accent, supported by neutral canvases and restrained warm and cool atmosphere
• system UI typography and the current theme families: glass, dark, light, and black
• the room-first, local-first, self-hosted, open-source product character
• calm, direct, concise language focused on what a person can understand or do
• product cards as an essential expression of the brand, with live state, semantic color, tactile controls, and household language
• the visual and behavioral continuity already present across navet.app, docs.navet.app, and demo.navet.app

Do not add a new logo, tagline, typeface, palette, radius system, shadow language, personality, or positioning simply to make the system feel more complete. Completeness comes from documenting and operating the identity Navet already has.

One Brand, Three Reference Surfaces

The website, docs, and product are co-equal evidence of Navet’s identity. Each expresses the same brand for a different job:

Surface	What it contributes	What not to infer
navet.app	Public promise, product framing, atmospheric composition, and the path to demo or installation	Marketing composition is not a dashboard layout recipe
docs.navet.app	Clear explanation, quiet navigation, helpful sequencing, and restrained product storytelling	Documentation structure is not permission to make the product feel like a content site
demo.navet.app	The operational voice of Navet: real state, semantic color, touchable controls, compact hierarchy, and room-level language	Card colors are semantic, not a palette to apply decoratively to every public surface

When the surfaces differ, preserve the job of each surface and look for the common principle: clear hierarchy, restrained expression, real product state, familiar geometry, and a direct next action.

Brand Layers

Keep three kinds of information separate. This prevents release facts from becoming permanent brand claims.

1. Durable identity

Changes rarely and only through explicit brand review:

• name and marks
• purpose, promise, positioning, and principles
• personality and voice
• visual foundations
• card communication principles

The specialized documents in this directory own this layer.

2. Expression

Evolves while remaining recognizably Navet:

• page layouts and campaigns
• screenshots, photography, illustrations, and release graphics
• documentation patterns
• product compositions built from established primitives
• examples of copy and motion

Expression must follow the durable layer and the design system. A new expression does not create a new brand rule by itself.

3. Product truth

Can change with every release:

• supported providers and capability depth
• installation paths and deployment requirements
• counts of cards, widgets, sections, themes, languages, or integrations
• roadmap status, version numbers, performance results, and adoption metrics
• screenshots of current functionality

Verify these facts in current product and release sources before publishing them. Never copy a dated number or provider claim into a durable brand rule.

Source Map

Use the source that owns the question instead of choosing whichever wording is easiest to find.

Question	Canonical source	Supporting evidence
What does Navet stand for?	Brand foundations	Product marketing context
How should Navet sound?	Voice and messaging	Current product, website, and docs copy
How should Navet look?	Visual identity	UI guidelines and current public surfaces
How should a card communicate?	Product card grammar	demo.navet.app, current app cards, and Storybook
Which asset should be used?	Brand asset system	Asset source reference and assets/public/ distributions
Which recurring layout should be used?	Brand templates	Visual identity and current product captures
May the name or logo be used?	Brand and trademark policy	Brand quick reference
What can the product do today?	Integration capability matrix and current implementation	Repository overview, user guide, installation guides, and release notes
What is planned?	Public roadmap	Current project and issue status
How should shared UI be implemented?	UI guidelines	AI design context, Storybook, and product neighbors
What may marketing claim?	Claims discipline	Current product truth and a dated primary source

.agents/product-marketing.md is a working context document for marketing tasks. It may summarize current product facts and known evidence gaps, but it does not replace this brand system or the capability matrix.

Decision Rules

Before publishing or implementing a brand expression:

1. Identify whether the decision concerns durable identity, expression, or product truth.
2. Read the canonical source for that concern.
3. Name the current Navet surface being used as the expression reference.
4. Verify every capability, privacy, security, comparison, and numeric claim against a current primary source.
5. Check that the result still communicates like the product: identity, live state or user outcome, primary action, then supporting detail.
6. Review the result in its real context, including light and dark backgrounds, narrow screens, reduced motion, and realistic content where relevant.

If evidence conflicts, do not average the sources. Resolve the conflict in the owning document or product source, then update dependent material.

Governance

Use brand governance for the complete approval matrix, review checklist, maintenance cadence, and deprecation process.

Self-service changes

These normally do not require a new brand decision:

• using an approved asset in an approved context
• writing within the message hierarchy and tone matrix
• updating a verified product fact while preserving its caveat and date
• replacing an outdated screenshot with an accurate current screenshot
• composing a new page or card from established patterns

Brand review required

Ask the maintainers responsible for brand and product design before:

• altering the name, mark, wordmark, gradient, clear space, or proportions
• introducing a new tagline, descriptor, font, palette, icon style, illustration style, or motion language
• changing the core positioning, personality, audience priority, or message hierarchy
• creating a sub-brand, certification mark, partnership lockup, merchandise range, or app-store identity
• treating a one-off campaign or component as a new system-wide rule

Product, security, or legal review required

• Product owners review provider support, feature, roadmap, and compatibility claims.
• Security maintainers review privacy, credential, data-flow, and public-deployment claims.
• Trademark owners review co-branding, forks, redistribution, sponsorship, and use of the Marks.
• Quantitative or customer claims require a named source, collection date, permission where applicable, and a clear scope.

Maintenance

• Review product-fact links and standard descriptions before a major release or campaign.
• Review logo distributions, manifests, metadata images, and asset dimensions when an official asset changes.
• Update the owning document first; then update summaries and templates that depend on it.
• Keep examples illustrative. Do not silently promote one example into a permanent rule.
• Record intentional brand-system changes in the pull request and name the reference surfaces used to evaluate them.

The standard for consistency is not visual sameness. It is that every official Navet surface feels calm, direct, useful, and grounded in the real product.