# Brand guidelines

**KUDIMI · A World of Imagination.** Assets are generated by `python -m kudimi brand` into `brand/`.

## Mascot: Kudimi, the imagination sprite
The face of the brand: logo, app icon, channel art, intros/outros, book covers, merchandise later. An original creature (plump
teal bean body, leaf ears, imagination swirl with a yellow star, star freckle). Invented species = stronger, ownable trademark
than a real animal. Joyful, curious, encouraging. Never sells to kids. Bible: `universe/characters/kudimi.json`.

## Story cast
Chiku (red panda, curious counter), Tara (firefly, calm bedtime friend). New characters only with a strong story reason.

## Logo
- Primary: mascot waving above the multicolour wordmark + tagline (`logo_primary.png`)
- On dark: `logo_on_night.png` · Mono: `logo_mono_ink.png` · Horizontal: `logo_horizontal.png` · Icon: `app_icon_1024.png`
- Clear space: the height of the "K" on all sides. Never stretch, recolour letters, add effects or place on busy photos.

## Colour
| Name | Hex | Use |
|---|---|---|
| Teal | #1fb5a6 | Mascot, primary brand colour |
| Sun | #ffc93c | Stars, highlights, CTAs for parents |
| Coral | #ff6b5a | Warmth, accents |
| Berry | #b23a8a | Wordmark accent |
| Sky | #3a86ff | Wordmark accent, learning content |
| Night | #24245e | Dark backgrounds, bedtime content |
| Cream | #fff6e5 | Light backgrounds |
| Ink | #2a1a12 | Outlines, text |

## Type
Wordmark: Inter Black with thick rounded ink outline and bounce. Video text: Inter Bold. Print: DejaVu Sans (embedded).
Upgrade path: a commissioned rounded display face once revenue allows.

## Voice
Warm, simple, playful, never sarcastic. Parents: trustworthy, honest about learning goals, no hype.

## Clearance status
KUDIMI name: **not yet cleared**. Web search found no KUDIMI mark; Indian TM registry, domains and handle checks need owner
action (see OPERATIONS_STATUS.md). Note: "Red Panda" is an existing Indian children's book imprint; Chiku is a story character,
not the brand face.