# Caplifi BRAND.md v0.3.0
> Replace processes that depend on intermediaries or opaque paperwork with infrastructure you can verify.

## Identity
Name: Caplifi. Legal: Caplifi Technologies. Mission: Building sustainable civilizations for the public good. Founded: 2020. URL: caplifi.com. Contact: matthew@caplifi.com

## Color
| Name | Hex | Role |
| --- | --- | --- |
| Primary blue | #0B3A73 | Structure, links, wordmark |
| Ice blue | #D8EBF9 | Panels, backgrounds |
| Brass gold | #B6872A | Accents, sparingly |
| Signal green | #54A936 | Success, pass states |
| Ink navy | #121724 | Text, dark surfaces |
| Light gray | #E8E9EA | Page ground |

## Type
Display: Michroma, Orbitron, sans-serif. Body: IBM Plex Sans, system-ui, sans-serif. Mono: IBM Plex Mono, ui-monospace, monospace.

## Voice
Attributes: direct, precise, high-trust, practical, accountable, verifiable. Do state what the system proves and who can audit it. Don't claim outcomes the stack cannot verify. Do use plain words for complex infrastructure. Don't bury the point in buzzwords. Do keep each division opt-in and separate. Don't funnel visitors into unrelated initiatives. Banned: em dashes, delve, leverage, robust, seamless, unlock.

## Logo
brand/assets/caplifi-monogram.svg (mark), brand/assets/caplifi-wordmark.svg (primary). Dark: caplifi-lockup-dark.svg. Light: caplifi-lockup-light.svg. Never recolor the monogram outside the aurora gradient.

## Structure
Six divisions (Build, Tech Ops, Innovation Lab, Institute, Strategy, Asset Dashboard) under one engine. Products ship from Build: ALMI, Verify, dTrust.

## Load deeper
- brand/voice.md: writing tasks.
- brand/visual.md: design tasks.
- brand/strategy.md: positioning work.
- brand/usage.md: before publishing.
- brand/divisions.md: division logos and one-liners.
- brand/products.md: product tiers and Verify family.
- brand/print.md: CMYK, licensed fonts, signage.

## Integrity
Manifest: brand/assets.manifest.json. Spec: BRAND.md spec v0.1. Repo: github.com/caplifitechnologies/brandmd