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is the app for booking home cleaning. This is an introduction to who we are, what we stand for, and how the brand shows up everywhere.","type":"intro","label":"Overview","placeholder":"We help small teams do their best work. This is an introduction to who we are, what we stand for, and how we show up in the world."},{"id":"n03LlyTb","text":"We started with a simple idea: a clean home should be easy to have. Gleam sends a vetted cleaner with everything needed, booked in two taps, for people who care about their homes.","type":"labelText","label":"Who we are","placeholder":"We started with a simple belief: good work should feel effortless. Today we make tools for teams who care about craft, used by people who would rather be making things than managing them."},{"id":"F9Z9D286","text":"Three beliefs sit behind the product and every decision in this guide.","type":"labelText","label":"What we stand for","points":[{"id":"hK-d1PGo","text":"People do not buy cleaning, they buy the feeling of a gleaming home. Every detail should carry that lift.","title":"The shine is the point","textPlaceholder":"We say and show things plainly. If it needs explaining, we simplify it.","titlePlaceholder":"Clarity over cleverness"},{"id":"vnxPWkKW","text":"Booking takes two taps. Anything that adds a step, a form or a doubt gets cut.","title":"Easy or it does not ship","textPlaceholder":"Small things add up. We sweat the spacing, the wording and the timing.","titlePlaceholder":"Craft in the details"},{"id":"xiUzhtjS","text":"We work in people's private spaces. The brand stays warm, tidy and trustworthy, never loud about it.","title":"Respect the home","textPlaceholder":"We design for the person using it, on their busiest day, not for ourselves.","titlePlaceholder":"People first"}],"placeholder":"Three beliefs sit behind everything we make and every decision in this guide."},{"id":"OVsn7CCQ","text":"This guide shows how Gleam looks, sounds and behaves. Use it whenever you make something in our name, from an app screen to a flyer, so everything feels like it came from the same bright place.","type":"labelText","label":"About this guide","placeholder":"This guide shows how the brand looks, sounds and behaves. Use it whenever you make something in our name, so everything we put into the world feels like it came from the same place."},{"id":"fzO1hwxB","text":"Questions about the brand, or need a file that is not here? Write to the brand team and we will help.","type":"labelText","label":"Contact","contacts":[{"id":"oG_fkM","value":"","placeholder":"brand@yourcompany.com"},{"id":"gr1K0Y","value":"","placeholder":"yourcompany.com/press"}],"placeholder":"Questions about the brand, or need a file that is not here? Write to the brand team and we will help."}],"headerColor":"lMTKQm_E","headerImage":null},{"id":"x5Is6NJ1","title":"Strategy","blocks":[{"id":"JK1dv7kz","text":"Gleam is built from one feeling outward: walking into a home that has just been cleaned. The light colors, the sparkle and the plain words all exist to bottle that moment.","type":"intro","label":"Overview","placeholder":"Memorable brands are built from the inside, out. Rooted in ideas around what our company stands for, it’s this vision that drives our visual identity, who we are and what we believe in."},{"id":"bY8nsJo2","text":"Our mission is to make a cared-for home something you can order, not something you have to find time for. We handle the vetting, the supplies and the schedule, so the only thing left for you is the moment you walk back in.","type":"labelText","label":"Mission","placeholder":"Our mission is to help small teams do their best work by removing the friction between having an idea and shipping it. We build tools that stay out of the way, so the people using them can focus on what matters."},{"id":"F2D_NHz4","text":"We believe a clean home clears your head. The brand works like the product: bright, light and finished, with nothing left lying around. If a design feels cluttered or heavy, it is not Gleam yet.","type":"labelText","label":"Brand","placeholder":"We believe good work should feel effortless. Everything we make, from the product to the way we write, is designed to be clear, calm and considered. This idea underpins the whole identity."}],"headerColor":"GWhP5dbS","headerImage":null},{"id":"LS2qad8z","title":"Logo","blocks":[{"id":"OGE0qMya","text":"The sparkle and the wordmark are drawn to share one cap height, so they lock together cleanly at every size. Use the files provided; never redraw or rebuild either part.","type":"logoConstruction","label":"Construction","placeholder":"The primary logo is drawn on a simple grid, so its parts line up and it holds together at every size. Use the files provided; never redraw or rebuild it."},{"id":"V9YCqdEQ","text":"The primary logo pairs the sparkle with the name: use it first, wherever there is room. The wordmark alone suits wide, quiet places. The sparkle stands on its own only where the name is already clear, like the app icon.","type":"logoGrid","label":"Logos","placeholder":"Our logo is the most visible expression of the brand. The primary logo comes first: use it wherever there is room. The other forms suit smaller or narrower spaces, and the symbol stands on its own only where the name is already clear."},{"id":"nAwBKlC2","text":"Give the logo room to breathe. Keep a clear area of half the logo's height on every side, and never let type, photographs or other marks cross into it.","type":"clearspace","label":"Clearspace","unitRatio":0.5,"placeholder":"Give the logo room to breathe. Keep a clear area around every side, measured with the symbol as the unit, and never let type, images or other marks cross into it."},{"id":"7Ky76KZ4","text":"The logo is Plum on every light ground and Paper on Plum. One ink at a time: never two colors inside the lockup, never a color outside the palette, never a ground it cannot be read against.","type":"logoColors","label":"Logo colors","pairs":[{"bg":"PT4DAltU","fg":"OeAJHbs5","id":"29XUGyP0"},{"bg":"lMTKQm_E","fg":"OeAJHbs5","id":"lI8zli9n"},{"bg":"OeAJHbs5","fg":"PT4DAltU","id":"-Mx6Zb-c"},{"bg":"84DWPNDv","fg":"W45QIigA","id":"hzmiHw78"},{"bg":"W45QIigA","fg":"84DWPNDv","id":"HlsJXb9L"},{"bg":"BQm2gwk7","fg":"gyn5pkLq","id":"H0Gp5H3N"},{"bg":"gyn5pkLq","fg":"BQm2gwk7","id":"QnGAyHzU"},{"bg":"doh52Fb5","fg":"55OgXf50","id":"ZebfMJlc"},{"bg":"55OgXf50","fg":"doh52Fb5","id":"cbL0z71P"},{"bg":"fCRcPBRn","fg":"wmH0_6fT","id":"YrGiKv83"},{"bg":"wmH0_6fT","fg":"-O3Wh9OQ","id":"y7tzVlR-"},{"bg":"6CFTmMyC","fg":"doh52Fb5","id":"Ibr9DIRa"}],"placeholder":"The logo appears in a single color taken from the palette, chosen for contrast against its background. Never recolor it outside the palette, and never place it on a background it can’t be read against."},{"id":"vAYcNBWl","text":"Keep the logo as it was drawn. Do not stretch, rotate, recolor or outline it, add shadows or other effects, or let it sink into a busy photograph.","type":"logoMisuse","label":"Misuse","placeholder":"Keep the logo as it was drawn. Don’t stretch, rotate, recolor, outline or add effects to it, and don’t place it where it can’t be read."}],"headerImage":null},{"id":"sejDJydp","title":"Color","blocks":[{"id":"HxDi04Qu","text":"Four families, each a ladder of three: a pale tint, the color, and its deep. Butter runs Custard to Toffee, Pink runs Blush to Raspberry, Lilac runs Haze to Violet, Blue runs Ice to Navy. Paper is the one white and Plum the one ink outside the families.","type":"palette","label":"Palette","layout":"bento","placeholder":"Our palette is small on purpose. The first color leads and appears most; the others support it. Use them in the proportions shown here, and take values from the tiles rather than sampling them from screen."},{"id":"frtFAAPg","text":"Roughly how much of each color appears across a piece. Paper carries most of the weight, the pastels take turns as the surface color, Plum is every word, and Blue appears about once per piece.","type":"proportion","label":"Proportion","placeholder":"Roughly how much of each color appears across a piece. The lead color carries most of the weight; the others are there to support and accent it."},{"id":"jrSJ5EDG","text":"Pairs live inside one family, and the value gap does the work: tint ground with the deep on it, deep ground with the tint or the color on it. Hue never changes within a surface, so nothing can clash, and the families take turns across a piece. Plum on Paper stays the reading pair.","type":"contrast","inner":"own","label":"Combinations","outer":"circle","pairs":[{"bg":"PT4DAltU","id":"frr4OEkU","fgs":["OeAJHbs5"]},{"bg":"lMTKQm_E","id":"CgQ6l1bN","fgs":["OeAJHbs5"]},{"bg":"OeAJHbs5","id":"4rC_ICqb","fgs":["lMTKQm_E"]},{"bg":"84DWPNDv","id":"QqujTT-c","fgs":["W45QIigA"]},{"bg":"-O3Wh9OQ","id":"1Tz0uvrE","fgs":["W45QIigA"]},{"bg":"W45QIigA","id":"yDKhAqy-","fgs":["84DWPNDv"]},{"bg":"BQm2gwk7","id":"q6R6Fssn","fgs":["gyn5pkLq"]},{"bg":"gyn5pkLq","id":"stevUMFx","fgs":["GWhP5dbS"]},{"bg":"doh52Fb5","id":"YqxPOsgp","fgs":["55OgXf50"]},{"bg":"6CFTmMyC","id":"lXhOqBWn","fgs":["doh52Fb5"]},{"bg":"fCRcPBRn","id":"5vALDdXW","fgs":["wmH0_6fT"]},{"bg":"wmH0_6fT","id":"5UYKtE7B","fgs":["-O3Wh9OQ"]}],"innerShape":"PZ6L9L9K","placeholder":"Contrast matters most here: type has to stay clear and legible. Each tile pairs a background with the color that sits on it. Stay with these and avoid low-contrast mixes."},{"id":"lSld9koc","text":"Combinations to avoid: pairs that cross families, and rungs that sit too close on the same ladder. If the hues differ or the values nearly match, it is not a Gleam pair.","type":"contrast","avoid":true,"label":"Misuse","pairs":[{"bg":"-O3Wh9OQ","id":"EiEMxNcb","fgs":["lMTKQm_E"]},{"bg":"GWhP5dbS","id":"HWnKn-QQ","fgs":["6CFTmMyC"]},{"bg":"lMTKQm_E","id":"DuhDU-fg","fgs":["PT4DAltU"]},{"bg":"W45QIigA","id":"NxqAJF86","fgs":["gyn5pkLq"]},{"bg":"6CFTmMyC","id":"HMpsdBuV","fgs":["55OgXf50"]}],"placeholder":"Combinations to avoid. Type is hard to read on these, or they work against the brand."},{"id":"har1F358","rows":[["","",""],["","",""],["","",""]],"text":"Each mode suits a medium. RGB gives the brightest Butter and Blue on screen, where this brand lives; CMYK covers everyday printing and will soften them a little, which is expected and fine.","type":"table","label":"Color modes","columns":["Color mode","Application","Notes"],"placeholder":"No color system shows the full range of what we see. Each mode suits a medium: RGB and Pantone give the most vibrant color on screen and in print, while CMYK covers everyday printing with some loss of range.","placeholderRows":[["RGB","Screen","Most vibrant, the truest depiction of the palette"],["Pantone","Print","Vibrant, the preferred method for printing"],["CMYK","Print","Less vibrant; printers should match Pantones where possible"]]}],"headerColor":"-O3Wh9OQ","headerImage":null},{"id":"-BTn7nQM","title":"Typography","blocks":[{"id":"_EhuWAzy","meta":{},"text":"Two voices, two jobs. Geist Serif carries every headline at minus three percent, with one italic word where the line earns it. Geist does everything else, from buttons to captions. Nothing in between: a line is either the serif moment or quiet sans.","type":"typeface","label":"Typeface","placeholder":"One family does the work across the brand. It is clean, clearly legible and made for screens, with enough character in the display sizes to feel like ours."},{"id":"cBZJvz05","text":"Set anything in Clash Grotesk. Change the size and weight to see how it behaves at every scale.","type":"typeTester","label":"Try it","sample":"","placeholder":"Set anything in the typeface. Change the size and weight to see how it behaves at every scale."},{"id":"03XTiXIg","text":"Hierarchy tells people what to read first. Two sizes do the work: the serif display moment and the quiet sans label, both in Plum, set tight and close to the edges. Use these steps and nothing in between.","type":"typeScale","label":"Hierarchy","roles":[{"id":"KYgDiM","name":"Display","size":64,"kerning":"Metrics","familyId":null,"tracking":-2.5,"lineHeight":1,"wordSpacing":null},{"id":"uZLOT2","name":"Heading","size":40,"kerning":"Metrics","familyId":null,"tracking":-1.5,"lineHeight":1.1,"wordSpacing":null},{"id":"puMu5G","name":"Subheading","size":24,"kerning":"Metrics","familyId":"text","tracking":0,"lineHeight":1.25,"wordSpacing":null},{"id":"gDRqyf","name":"Body","size":16,"kerning":"Metrics","familyId":"text","tracking":0,"lineHeight":1.4,"wordSpacing":null},{"id":"frEjT_","name":"Caption","size":12,"kerning":"Metrics","familyId":"text","tracking":1,"lineHeight":1.4,"wordSpacing":null}],"printRoles":[{"id":"2V1BuD","name":"Display","size":48,"kerning":"Metrics","familyId":null,"tracking":-2.5,"lineHeight":1.05,"wordSpacing":92.5},{"id":"NnI7pQ","name":"Heading","size":28,"kerning":"Metrics","familyId":null,"tracking":-1.5,"lineHeight":1.1,"wordSpacing":95},{"id":"JoWIUS","name":"Subheading","size":18,"kerning":"Metrics","familyId":"text","tracking":-1,"lineHeight":1.15,"wordSpacing":97.5},{"id":"WKwRfE","name":"Body","size":10,"kerning":"Metrics","familyId":"text","tracking":0,"lineHeight":1.25,"wordSpacing":100},{"id":"o2LA8-","name":"Caption","size":8,"kerning":"Metrics","familyId":"text","tracking":1,"lineHeight":1.25,"wordSpacing":100}],"placeholder":"Hierarchy tells people what to read first. We build it with size and weight, then position, capitals and color. Use these steps and nothing in between."}],"headerColor":"lMTKQm_E","headerImage":null},{"id":"HDLm7P4Q","title":"Motion","blocks":[{"id":"EjCi5K3_","text":"We move on one curve and three timings. Small things are quick, most moves take the base timing, and the big shine moments are slow. Keep to those and everything feels like Gleam.","type":"intro","label":"Overview","placeholder":"We move on one curve and three timings. Small things are quick, most moves take the base timing, and big moments are slow. Keep to those and almost everything will feel like us."},{"id":"UU_6qvZC","text":"Three ideas behind every move. Everything else in this section follows from them.","type":"motionPrinciples","items":[{"id":"0kBLEm","text":"Every move has a reason: to show where something came from or where it went.","title":"Clear"},{"id":"RovW-N","text":"Motion guides attention to what matters, then gets out of the way.","title":"Purposeful"},{"id":"Qnv61l","text":"The same kind of moment always moves the same way.","title":"Consistent"}],"label":"Principles","placeholder":"Three ideas behind every move. Everything else in this section follows from them."},{"id":"k7t6WdY7","text":"Our signature curve. Use it for anything that moves, in place of the defaults in your tools.","type":"motionCurves","label":"Curve","placeholder":"Our signature curve. Use it for anything that moves, in place of the defaults in your tools."},{"id":"5TTyM8Ke","text":"Our logo, and the components every screen has, each moving on our curve.","type":"motionInUse","label":"In use","placeholder":"Our logo, and the components every website and app has, each moving on our curve."},{"id":"y7B81XOx","text":"A few rules that keep motion feeling like us.","type":"dosDonts","label":"Do and don’t","pairs":[{"do":"Move things to show where they came from or where they went.","id":"sPR2Vj","dont":"Animate just to decorate.","context":"Purpose","placeholder":{"do":"Move things to show where they came from or where they went.","dont":"Animate just to decorate.","context":"Purpose"}},{"do":"Quick for small things, slow only for the shine moments.","id":"TY4_8B","dont":"Make anyone wait for an animation before they can book.","context":"Timing","placeholder":{"do":"Use our durations: quick for small things, slow for big moments.","dont":"Make anyone wait for an animation to finish.","context":"Timing"}},{"do":"Respect the reduced motion setting: fade instead of move.","id":"BlhUQs","dont":"Spin, flash or shake large areas of the screen.","context":"Comfort","placeholder":{"do":"Respect the reduced motion setting: fade instead of move.","dont":"Spin, flash or shake large areas of the screen.","context":"Comfort"}}],"placeholder":"A few rules that keep motion feeling like us."}],"headerColor":"GWhP5dbS","headerImage":null},{"id":"xqHsFoIn","title":"Layout","blocks":[{"id":"PPM4yTH9","text":"Our grid runs tight to the edges: a 3% margin, six columns, one subject per frame. Labels sit in the corners on the same inset everywhere, display type goes as big as the format allows, and nothing floats.","type":"intro","label":"Overview","placeholder":"Our grid gives every layout the same structure, from posters to slides. It sets where type, pictures and the logo sit, so every piece feels related even when it looks different."},{"id":"o5-096U6","text":"One grid for every format. Swipe through to see how the logo, headlines and photographs sit on it.","type":"layoutGrid","label":"Grid","slides":[{"id":"MZg05q","text":"Our margin is tight: 3% of the shortest side of the format, 6 mm on an A4 page. Inside it are six columns, with gutters half the size of the margin.","drawn":null,"image":"0GQJVY7g","title":"Setup"},{"id":"mVIQZo","text":"The margin follows each format's shortest side, so the grid scales with it: 6 mm on A4, 32 px on a square post or a 16:9 screen.","drawn":null,"image":"QFJ_nwff","title":"Formats"},{"id":"EEpDNc","text":"The logo sits on the bottom margin: a third of the width in layouts, up to margin to margin when it is the hero.","drawn":null,"image":"A5RfhHN_","title":"Logo"},{"id":"qUbWAQ","text":"Headlines start on the top margin and run from margin to margin. Set them as big as the layout allows, close to the edges.","drawn":null,"image":"xrKipCmC","title":"Headlines"},{"id":"2u3H-k","text":"Photographs run to the edge, across the whole format or half of it. Never crop or stretch them, and keep type on the paper, not on the photograph.","drawn":null,"image":"S5dCv7d5","title":"Photography"}],"placeholder":"One grid for every format. Swipe through to see how the logo, headlines and photographs sit on it."},{"id":"jrwHF4qi","text":"Examples of the grid at work across formats. They are not templates to copy: every layout starts from the grid and is adjusted by eye.","type":"gallery","label":"Examples","images":[],"layout":"carousel","captioned":true,"placeholder":"Examples of the grid at work across formats. They aren’t templates to copy: every layout starts from the grid and is adjusted by eye."},{"id":"0MWf84-_","text":"The rules that keep every Gleam layout tight. They apply to every surface, from a story to a billboard.","type":"dosDonts","label":"Do and don’t","pairs":[{"do":"Scale the headline and the image until the gap between them closes.","id":"di0CvH","dont":"Leave dead space in the middle, or float things with air on every side.","context":"Space","placeholder":{"do":"Start type and pictures on the grid’s lines.","dont":"Place things by eye.","context":"Alignment"}},{"do":"One axis per surface: the image sits on the same margin line as the type.","id":"mzsIgC","dont":"Center an image against left-set text.","context":"Alignment","placeholder":{"do":"Keep the margins clear.","dont":"Push type or the logo into the margins.","context":"Margins"}},{"do":"Two type sizes only: giant display or a small label in a corner.","id":"As1Hqp","dont":"Add in-between sizes that compete with the headline.","context":"Hierarchy","placeholder":{"do":"Break the grid on purpose, for one bold element.","dont":"Break it by accident.","context":"Structure"}}],"placeholder":"A few rules that keep every layout on the grid."}],"headerImage":null},{"id":"E-BijyHq","title":"Photography","blocks":[{"id":"g1BxOAHA","text":"Our photography is the result, not the chore. Bright rooms, crisp linens and people glad to be home, shot in daylight with calm compositions, so every image feels like walking in after the clean.","type":"intro","label":"Overview","placeholder":"Our photography is honest and unstaged. We shoot real people and real places in natural light, with calm compositions and room around the subject, so every image feels observed rather than arranged."},{"id":"M-6ish_v","text":"Three qualities make a photograph ours. Check a new image against each of them before it is used.","type":"labelText","label":"Principles","points":[{"id":"urTY8VJX","text":"Soft natural light from windows. No flash, no moody shadows, no filters.","title":"Daylight","textPlaceholder":"Daylight, from a window or outdoors. Soft shadows, no flash and no colored gels.","titlePlaceholder":"Natural light"},{"id":"EClk5GYq","text":"Rooms, linens and surfaces people are proud of. The work shows up in details, not in struggle.","title":"The home leads","textPlaceholder":"People doing what they actually do, in places they actually work. Nothing posed for the camera.","titlePlaceholder":"Real moments"},{"id":"lto8GKmO","text":"People at ease in their own space. Nothing posed, nothing grinning at the camera.","title":"Quiet joy","textPlaceholder":"One clear subject with space around it, so type and the logo have somewhere to sit.","titlePlaceholder":"Room to breathe"}],"placeholder":"Three qualities make a photograph ours. Check a new image against each of them before it is used."},{"id":"HEZZTeUh","text":"A small set of images that sets the tone. New photography should sit comfortably beside these.","type":"gallery","label":"Style","images":["kHrtsTFP","IPYan22b","kS3_Qnhx","e7nKW5CP","-_geyDBa","8Q1MDqI2","9xoBMYvW","-maeyoh3","TGrYY1Za","GpU5IeKj","qGBxxREx","8KlTtrKd","ZlnSQUU4","twNVTIuC"],"placeholder":"A small set of images that sets the tone. New photography should sit comfortably beside these."},{"id":"6XquEPTp","rows":[["Light","Daylight, soft and even, from windows"],["Color","True to life and airy, never filtered"],["Composition","Calm and frontal, with clear space for type"],["Depth","Shallow focus for details, deep focus for rooms"],["Crop","Full bleed to the edge, wide for headers, 4:5 for cards"]],"text":"How an image is framed and finished. Photographs sit inside the brand's own shapes wherever a crop is a choice: the sparkle and its diamond core are the windows, on a flat palette ground. Full bleed is for covers and headers only.","type":"table","label":"Treatment","columns":["Aspect","Guidance"],"placeholder":"How an image is shot and finished. These settings keep photographs from different shoots looking like one set.","placeholderRows":[["Light","Natural and soft, from one direction"],["Color","True to life, slightly warm, never filtered"],["Composition","Subject off center, with clear space on one side"],["Depth","Shallow focus for people, deep focus for places"],["Crop","Wide for headers at 2:1, portrait for cards at 4:5"]]},{"id":"ljDMZ8Bo","text":"The most common decisions when choosing or placing a photograph, with the right call beside the wrong one.","type":"dosDonts","label":"Do and don’t","pairs":[{"do":"Show the clean home and people enjoying it.","id":"isV02j","dont":"Show grime, mess or before-and-after shock shots.","context":"Subjects","placeholder":{"do":"Show people at work, looking at what they are doing.","dont":"Use models smiling at the camera.","context":"People"}},{"do":"Show the whole sparkle or diamond, with air around it, over a still life.","id":"OrqyBG","dont":"Crop the shape itself until it stops reading.","context":"Shaped windows","placeholder":{"do":"Correct exposure and white balance, then stop.","dont":"Add filters, vignettes or heavy contrast.","context":"Editing"}},{"do":"Give people clean rectangles.","id":"rIplqK","dont":"Let a shape's edges cut through a face.","context":"Faces","placeholder":{"do":"Place type on the calm part of the image.","dont":"Set type across faces or busy detail.","context":"Type on images"}},{"do":"Correct exposure and white balance, then stop.","id":"orrNeI","dont":"Add filters, vignettes or heavy contrast.","context":"Editing","placeholder":{"do":"Commission or shoot our own photography.","dont":"Use stock images that other brands also use.","context":"Sources"}}],"placeholder":"The most common decisions when choosing or editing a photograph, with the right call beside the wrong one."}],"headerColor":"-O3Wh9OQ","headerImage":null},{"id":"KnYKdb1W","title":"Applications","blocks":[{"id":"K8P2s9uz","text":"A selection of the brand in use, showing how the sparkle, the colors and the tight grid come together in the places people actually meet Gleam.","type":"intro","label":"Overview","placeholder":"Here you’ll find a selection of the brand in use, showing how the elements of our identity work together to create one clear, cohesive experience."},{"id":"xiEfnMHW","text":"","type":"gallery","label":"In use","images":["seKcKiFL","v7elF6kq","74Uhq-Ls","im-3AqNO","cujniUB_","_IK_AFdc","ij0MC1yq","X4_QOXe_","6m9Z5TcX","SDg1ORtk","PVZtMS2b"],"placeholder":""},{"id":"pJb6qWyn","text":"The brand on social media. The profile picture is the sparkle in Pink on Plum, the same on every network; the banner is cut to each network's own size, and the files are in Resources, ready to upload.","type":"social","label":"Social media","banner":"-maeyoh3","bannerSpot":{"x":0.5,"y":0.4662144844241372},"placeholder":"The brand on social media. The profile picture is the same on every network, the banner is cut to each network's own size, and the files are in Resources, ready to upload."},{"id":"6mbDBsoQ","text":"The sparkle in Paper on Plum is the app icon. It is what people see on their phone, in a browser tab and in the dock.","type":"appIcon","label":"App icon","placeholder":"Our symbol on the header color is the app icon. It is what people see in a browser tab and in the dock."},{"id":"OMXv-FHY","text":"One signature for everyone, drawn from the brand. Type your details into it, copy it, and paste it into Gmail, Outlook or Apple Mail.","type":"signature","label":"Email signature","placeholder":"One signature for everyone, drawn from the brand. Type your details into it, copy it, and paste it into Gmail, Outlook or Apple Mail."}],"headerColor":"wmH0_6fT","headerImage":null},{"id":"cuI3DVTx","title":"Illustration","blocks":[{"id":"JPX-SDb9","text":"Illustration explains what a photograph cannot: how booking works, what is included, why it is easy. Ours is flat and geometric, built from the sparkle's shapes and colored from the palette.","type":"intro","label":"Overview","placeholder":"Illustration explains what a photograph can’t. Ours is flat and geometric, drawn from the shapes in the symbol and colored from the palette, and used where an idea needs simplifying rather than decorating."},{"id":"UM1PIGJi","text":"A small set of illustrations that sets the style. New drawings should look like they belong to this family.","type":"gallery","label":"Style","images":["-flLtkf5","zy9erEce","YyQtqGU1","28ud6Lq5","QJEALqHK","G9PiuCsh","rKJlvhZe","LoG_Wqd8","t39hvCKO"],"layout":"grid","downloads":true,"placeholder":"A small set of illustrations that sets the style. New drawings should look like they belong to this family."},{"id":"zxgEbFMl","text":"Patterns are built from the sparkle, its diamond core and the G, always at giant scale: three or four modules visible on a surface, never a wallpaper repeat. One pattern wears one of the brand's color combinations, like Butter on Toffee or Pink on Plum, and patterns never sit behind body text.","type":"gallery","label":"Patterns","images":["MCTxd3pt","7PPFIUCn","h1s0KzTM"],"layout":"grid","downloads":true,"placeholder":"Patterns built from the illustration shapes, in palette colors. Use them as backgrounds and bands, never behind body text."}],"headerColor":"GWhP5dbS","headerImage":null},{"id":"rsSmRH4T","title":"Iconography","blocks":[{"id":"BShKiaLJ","text":"Icons help people book without reading twice. Ours are flat and friendly, drawn on one grid from the same rounded shapes as our illustration. Each icon lives inside one color family and flips its rungs — a pale body with the deep for detail — so a screen full of them still reads as one brand.","type":"intro","label":"Overview","placeholder":"Icons help people find their way. Ours are simple, drawn on one grid with one stroke, and used to support the words around them rather than replace them."},{"id":"fKwQb4ci","text":"Our icons are designed to sit beside the sparkle. They share its clean points and simple geometry, so a bucket, a calendar and a doorbell all feel like one family.","type":"iconLibrary","label":"Icons","placeholder":"Our icons are designed to complement the symbol. They share the same corners, clean lines and simple shapes, so they feel like part of one family wherever they appear."},{"id":"ZNtrdMtD","grid":24,"text":"Every icon is drawn on the same grid with the same stroke. The keylines guide consistent proportions across different shapes.","type":"iconGrid","label":"Icon grid","iconId":"_XS9wNz4","placeholder":"Every icon is drawn on the same grid with the same stroke. The keylines guide consistent proportions across different shapes."},{"id":"V7RgHUPx","text":"A few qualities run through the whole set. New icons should follow them so they sit comfortably next to the rest.","type":"iconPrinciples","items":[{"id":"oBZCpS","iconId":"oB_yEUPi","caption":"Simple shapes that read at a glance.","placeholder":"Simple shapes that read at a glance."},{"id":"CXEr86","iconId":"ckf9jZc2","caption":"One stroke weight across the whole set.","placeholder":"One stroke weight across the whole set."},{"id":"dk-ZkB","iconId":"9HP2kTlN","caption":"Sharp points where the sparkle has them, soft corners everywhere else.","placeholder":"Open forms and consistent corners."}],"label":"Principles","placeholder":"A few qualities run through the whole set. New icons should follow them so they sit comfortably next to the rest."},{"id":"zet_pQM9","text":"Icons are drawn for a small set of sizes. Use these sizes rather than scaling freely, so strokes stay crisp and consistent.","type":"iconSizes","label":"Sizes","sizes":[16,24,32,48],"placeholder":"Icons are drawn for a small set of sizes. Use these sizes rather than scaling freely, so strokes stay crisp and consistent."}],"headerImage":null},{"id":"SyYX_XRh","title":"Language","blocks":[{"id":"ln2bEeZC","text":"How we write is part of the shine. Gleam sounds like a friend who has their life together: clear about what happens next, warm about your home, and never precious about cleaning.","type":"intro","label":"Overview","placeholder":"How we write is as much a part of the brand as how we look. Our words should feel like they come from one person: someone clear, warm and sure of what they are saying."},{"id":"IkvHGORW","text":"Three qualities define how we sound, wherever we show up. Choose one to see what it means in practice.","type":"voice","label":"Voice","traits":[{"id":"0idQ3_","are":"Bright\nBrief\nFresh\nEasy","word":"Light","areNot":"Jokey\nCute\nShouty\nFlippant","description":"Cleaning is a chore; reading about it should not be. We keep sentences short and the mood bright.","placeholder":{"are":"Plain\nSpecific\nBrief\nConfident","word":"Clear","areNot":"Vague\nWordy\nTechnical\nClever for its own sake","description":"We say what we mean in as few words as it takes. One idea at a time, with the most useful thing first."}},{"id":"BPQrbM","are":"Clear\nSpecific\nHonest\nCalm","word":"Sure","areNot":"Vague\nHedging\nPushy\nCorporate","description":"People are letting us into their homes. We say exactly what will happen and stand behind it.","placeholder":{"are":"Friendly\nEncouraging\nPatient\nHuman","word":"Warm","areNot":"Overfamiliar\nGushing\nCute\nChatty","description":"We write to one person, not an audience. We are on their side, and it shows in how we explain things."}},{"id":"60N_S-","are":"Friendly\nPersonal\nRespectful\nHuman","word":"Warm","areNot":"Overfamiliar\nGushing\nSentimental\nChatty","description":"We write to one person about their home, not to a market about a service. It shows in the details we notice.","placeholder":{"are":"Honest\nDecisive\nUpfront\nHelpful","word":"Direct","areNot":"Blunt\nPushy\nCold\nHedging","description":"We make a recommendation and stand behind it. If something went wrong, we say so and say what happens next."}}],"placeholder":"Three qualities define how we sound, wherever we show up. Choose one to see what it means in practice."},{"id":"L9T1H85Z","text":"The voice is easiest to understand in real copy. Each line here shows one rule at work.","type":"examples","items":[{"id":"CoG2YF","line":"Booked. Friday, 9 am. We bring everything.","text":"After someone acts, tell them exactly what is now true. No celebration needed.","title":"Say what happens next","placeholder":{"line":"Your guidelines, live in one place.","text":"Lead with the claim, then explain it. If a reader stops after the first line, they should still have the answer.","title":"Say the thing first"}},{"id":"5nAOnk","line":"Your cleaner is Maria. Background checked, 4 years of homes like yours.","text":"Trust comes from details, not adjectives. Give the fact that earns it.","title":"Be specific about trust","placeholder":{"line":"Publish the change. Everyone sees it.","text":"Short sentences, one instruction each. A second idea gets a sentence of its own.","title":"One idea per sentence"}},{"id":"7myfNr","line":"Come home to a made bed.","text":"Talk about the result people walk into, not the work that got it there.","title":"Sell the shine, not the scrub","placeholder":{"line":"This color is used in 14 places.","text":"Use the word the reader already knows, and real numbers wherever you have them.","title":"Plain over clever"}},{"id":"N3BpKU","line":"We missed a spot? Tell us within 24 hours and we re-clean it free.","text":"When something goes wrong, drop the brightness. Say what happened and what we do about it.","title":"Calm when things break","placeholder":{"line":"Upload failed. The file is over 10 MB.","text":"When something goes wrong, drop the personality. Say what happened and what to do next.","title":"Calm when things break"}}],"label":"In practice","placeholder":"The voice is easiest to understand in real copy. Each line here shows one rule at work."},{"id":"KazMJ0kf","text":"The same rules, side by side, in the places our copy shows up most.","type":"dosDonts","label":"Do and don’t","pairs":[{"do":"Come home to it done.","id":"DrbLlg","dont":"Revolutionizing the home care experience.","context":"Headlines","placeholder":{"do":"Guidelines that stay up to date.","dont":"A unified ecosystem for brand expression at scale.","context":"Headlines"}},{"do":"Book Friday","id":"eUqDr0","dont":"Get started","context":"Buttons","placeholder":{"do":"Publish guide","dont":"Get started","context":"Buttons"}},{"do":"No cleans booked. Pick a day to begin.","id":"wpB1_M","dont":"Looks a little dusty in here.","context":"Empty states","placeholder":{"do":"No colors yet. Add one to begin.","dont":"Looks like it’s a bit lonely in here.","context":"Empty states"}},{"do":"We could not book that time. Pick another.","id":"OCGE7b","dont":"Oops, something went wrong on our end.","context":"Errors","placeholder":{"do":"We couldn’t save your changes. Try again.","dont":"Oops, something went wrong on our end.","context":"Errors"}}],"placeholder":"The same rules, side by side, in the places our copy shows up most."},{"id":"RtZtTP26","text":"A few habits keep the voice consistent, whoever is writing.","type":"labelText","label":"Writing tips","points":[{"id":"WSbpyCYd","text":"Read it out loud. If a sentence sounds stiff, rewrite it the way you would say it.","title":"Write like you speak","textPlaceholder":"Read it out loud. If a sentence sounds stiff, rewrite it the way you would say it.","titlePlaceholder":"Write like you speak"},{"id":"vFWf2YOU","text":"The made bed comes first. How we did it can follow.","title":"Lead with the result","textPlaceholder":"Put the most useful thing first. Background and detail can follow.","titlePlaceholder":"Lead with the point"},{"id":"7CUOevWU","text":"People are busy; that is why they hired us. Shorter is kinder.","title":"Cut what you can","textPlaceholder":"People are busy. If you can say the same thing in fewer words, do.","titlePlaceholder":"Cut what you can"},{"id":"JwWCsc_n","text":"Vetted means background checked. Say the checkable thing, not the adjective.","title":"Earn trust with facts","textPlaceholder":"No hedging. Readers should be able to rely on what we tell them.","titlePlaceholder":"Say it like you mean it"},{"id":"-ayLcCV5","text":"Never make fun of someone's mess. We clean it, we do not comment on it.","title":"Respect the home","textPlaceholder":"A launch and an error are different moments. 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