# THE JPB BRAND BIBLE ### The design baseline for the Jermaine Peguese brand ("The Jermaine Peguese Signature"). The logo, clear space, colors, type, co-branding, what to avoid, and where to download it. > **Hand this file to any AI or designer before it makes anything visual for Jermaine Peguese.** This is the DESIGN source of truth. The visual version is `The JPB Brand Bible.html`; the sendable version is `The JPB Brand Bible.pdf`. For the full brand (voice, identity, proof), see `THE JPB BRAND BRAIN.md` at the brand-folder root. > > Version 1.3 · July 2026 (added: social handles + QR, the digital business card, the OFFICIAL send-ready folder; contact refreshed to the brand phone + runit@ email). Prior: v1.2 made gold conditional and retired Sovereign. When in doubt: one blue, dark cover, clean type, room to breathe. --- ## 1. THE LOGO - **Wordmark** = the "Jermaine Peguese" signature. **White wordmark on dark is the primary mark.** Blue on white, black on white. - **JP seal** = the symbol / special-use mark. Use it for tight spaces where the full wordmark will not fit or read (footers, avatars, favicons). Blue seal is the standard; white on dark, black on light. - **Netflix-style blue logo** = the cinematic website only. **Do:** match the mark color to the background; use the seal below the wordmark's minimum size; keep it flat and single color. **Don't:** recolor, add a gradient/shadow/outline/glow; stretch, squash, rotate; **put a face, a photo, or a program name inside the mark**; box or badge it. --- ## 2. CLEAR SPACE & SIZE - **Clear space** = the height of the JP seal, on all four sides. Nothing (text, edges, other logos) enters that zone. - **Minimum size:** wordmark 120px / 1 inch; seal 24px. Below that, use the seal or scale up. If you cannot read it, it is too small. --- ## 3. IN CONTEXT & READABILITY The mark must hold on whatever sits behind it. Put it on a clean field with real contrast. - **Good:** white mark on ink navy; blue mark on white; white mark on a deep-blue field. - **Bad:** any mark on mid-grey or a busy field (it disappears); the blue mark on dark (too low contrast). When in doubt, ink navy or white. --- ## 4. COLOR **Brand Blue leads. Gold is conditional.** Blue is the working accent and carries the system: eyebrows, rules, links, the one blue word. **Gold is a second, conditional color, not a second system.** It earns its place by popping where blue would blend, and it ties back to the Pathworth shield. It is never dominant, and it never randomly shows up. No green, no anything else. **When gold is allowed** (the conditions, decided 2026-07-17): - The piece is **dark**, and a blue mark would sink into the blue field instead of standing out. - It is a **small mark**: a kit badge, a year stamp, a rank or tier marker. Never a headline, never body, never a fill. - **One gold element per piece.** If two things are gold, one of them is wrong. - If the answer is not obviously yes, use white. Blue stays the accent everywhere else. | Name | Hex | When to use | |---|---|---| | **Brand Blue** (anchor) | `#007BFF` | The one working accent: eyebrows, section numbers, rules, links, buttons, numbered squares, the one blue word. | | **Light Blue** | `#4DA3FF` | Kickers on dark, the "blue word" in a title. | | **Gold** (conditional) | `#FFC600` | **Pathworth Confidence Gold, the shield color.** The one small mark that has to pop on a dark cover, per the conditions above. Token: `--gold`. Sourced from the 2026 PWCS Brand Identity Kit, so it is a real brand color, not a decoration. | | **Ink Navy** | `#0A0E17` | Covers, contact pages, every dark surface. | | **Card (dark)** | `#131B2A` | Cards and boxes on dark. | | **Blue Card** | `#0E2238` | Callout boxes on dark. | | **Hairline (dark)** | `#24304A` | Dividers on dark. | | **White** | `#FFFFFF` | Content-page backgrounds; headlines on dark. | | **Body Ink** | `#1A1A1A` | Reading text on white. | | **Body Grey** (locked) | `#5A6675` | Secondary text on white. | | **Dim Grey** | `#67768A` | Footers, footnotes. | | **Muted** | `#9AA7B8` | Body text on dark. | | **Hairline (white)** | `#E3E8EF` | Dividers on content pages. | | **Faint Blue** | `#D9E6F2` | Hairlines, faded section numbers. | | **Tint** | `#F0F6FF` | Light callout fill. | --- ## 5. TYPE - **Outfit** (Bold) for everything that leads: titles, big words, section numbers, labels, eyebrows. - **Work Sans** (Regular) for everything you read: body, captions, quotes. - Eyebrows/labels: UPPERCASE, wide letter-spacing. - **What is yours, and what is rented:** Outfit and Work Sans are free, widely-used fonts. They are clean and safe, but not exclusive to this brand. The one piece of type this brand truly owns is the **signature wordmark**, drawn in **Stephen Type** and **Cristhyna Signature** (logo art only, never headings or body). For a fully owned voice in type later, license or commission a distinctive display face. - **Type scale (A4 doc):** cover title 56–64 · section title 31 · watermark number 120 · lead 14 · body 11.5 · eyebrow 9 (tracked). - Fonts must be installed or Office files fall back. TTFs: `brand-templates/build/fonts/`. --- ## 6. THE DEVICES (original to this brand, not a template) The building blocks are universal; the specific look is yours. - **Kicker + hairline** at the top of every content page. - **Ghost section number** beside each section title. - **Blue numbered squares** for lists (bold lead-in, grey detail). - **Callout** (tint box, blue left rule) for the one thing they cannot skip. - **Takeaway card** (dark) for the one idea worth keeping. - **Pull quote** (faded quote mark, italic, blue attribution). - **Footer** (seal, site, page number) and a **contact page** to close every public document. --- ## 7. CO-BRANDING Some partnerships may be approved for a Jermaine Peguese + partner lock-up. When approved: - **The JP mark appears first.** Both marks share **parity of size, placement, and prominence.** Clear space between them per the rules above. A handshake between equals, never a merge. - **Symbol vs wordmark:** if the partner uses their **symbol**, use the **JP seal**. If the partner uses their **full logo**, use the **full JP wordmark**. - **The separator is flexible** in form and color based on the partnership. **Default is the blue rule.** Other options: a thin line, a dot, a slash. - **Do:** JP first, sized to match; equal clear space both sides; let the partner keep their own color and shape. - **Don't:** merge/overlap the marks; make one bigger; recolor the partner to blue; drop the separator. --- ## 8. THINGS TO AVOID If a mark ever shows up like one of these, it is wrong. - Do not **stretch, squash, or distort**. - Do not **recolor** (blue, white, or black only). - Do not **rotate or tilt**. - No **glows, shadows, or outlines**. - Do not place on a **busy background** where it vanishes. - **Never a faint watermark** over content. - **Never a face or a photo inside the mark.** - **Never build a program or product name into the logo.** - **Never two accent words, never a second color** in a title. - No **low-resolution or pixelated** marks. - Do not use the **white mark on white** (match the background). - Do not **box, badge, or frame** the mark. --- ## 9. IN USE (applications) Social avatar (the profile picture, see Section 10) · website header (wordmark + one blue nav accent) · business card (dark, wordmark, one blue line) · **the digital business card / Chairman Card** (see Section 10) · apparel (seal on a dark garment) · presentation (dark slide, one idea, one blue word) · email signature (seal, name, one blue contact line). --- ## 10. SOCIAL, HANDLES & THE CARD `added v1.3` **One handle, every platform: `@runitbyjermaine`** (Instagram, Facebook, LinkedIn `/in/runitbyjermaine`, X, Threads). Name and handle match on purpose: *Run It By Jermaine*. The house is **JermainePeguese.com**. **Profile picture vs official headshot, two jobs, never swapped:** - **Profile picture** (all social) = the portrait in `Headshots & Photos/05 - Social Profile Picture`. A persona. It is fine that this one is a made image. - **Official headshot** (press, bios, program listings, print) = the real photograph in `01 - Official Headshot`. Anywhere the claim is "this is a photo of me," use this. **QR codes** live in `00 - OFFICIAL/03 - Social Media (links + QR codes)/QR Codes`. Rule: **decode every QR and confirm the handle before printing it.** A QR made before the 2026-07-15 handle change points at a dead account. Each comes two ways: **transparent** (light backgrounds) and **white background** (dark surfaces, so the scan quiet-zone survives). **The digital business card ("Chairman Card"):** his personal Apple / Google Wallet card. Name-first face (Jermaine Peguese, then Chairman of AI, then President & CEO), the promise line, phone (313) 631-9994, `runit@JermainePeguese.com`, the **official headshot** as the thumbnail. Dark ground, one blue accent, conditional gold per Section 4. "Work with me" points to `runitbyjermaine.com/lets-stay-connected`. Setup doc: `10 - Tech Tools`. - **Not the same as Plug Pass.** *Plug Pass* (Tech Tools, on PayMeGPT) is a **loyalty product he sells to businesses**. The Chairman Card is **his personal networking card**. Keep the two separate. --- ## 11. ASSET SHARE (where to get it) - **★ The OFFICIAL folder** (`02 - Brand Assets/00 - OFFICIAL (send-ready, no guessing)/`): **start here when you need "which one do I send."** One of each, verified, send-ready. Two tracks (**Personal Brand / Pathworth = default**, **NAACP = only in NAACP rooms**), the official headshot in every size, the official bios, the social links, the QR codes. - **01 · The Logo pack** (`downloads/01_JPB_Logo.zip`): the full wordmark in PNG, SVG, EPS, AI, PDF, PSD, across Blue / White / Black, plus a read-me. - **02 · The Symbol pack** (`downloads/02_JPB_Symbol.zip`): the JP seal in PNG, SVG, EPS, AI, PSD, across Blue / White / Black, plus a read-me. - **Fonts:** Outfit + Work Sans. Install before opening any Office file. `brand-templates/build/fonts/`. - **Color values:** the table in Section 4 (blue anchor + the conditional gold). - **Engines:** the kits, decks, and this report all render from `Projects/02 - Web Library/brand-templates/build/`. Every fresh render is kept light; run `slim-pdf.py` on anything photo-heavy before it ships. - **This Bible:** `.md` (for AI), `.html` (to look at), `.pdf` (to send). All in `02 - Brand Assets/Brand Bible/`. **Contact for closings:** JermainePeguese.com · runit@JermainePeguese.com · (313) 631-9994 · The Chairman of AI. *Canonical inbox: **Jpeguese@pathworthcs.com** (an alias on the `pathworthconsulting.com` Workspace account; `pathworthcs.com` and `pathworthconsulting.com` are two businesses run as one). Brand phone **(313) 631-9994**, A2P verified; the personal line stays off every asset.*