# Spoki Brand Guidelines — prompt for Claude

Attach this file when asking Claude (or any model) to design UI, marketing layouts, landing pages, social assets, video or mockups for Spoki.

This pack covers **Brand Essentials** and **Content Creation** from the official Brand Guidelines. Follow it as the source of truth. Do not invent a parallel visual system. Use only official Spoki assets — do not substitute icons or illustrations from other libraries.

---

# Part A — Brand Essentials

## 1. Logo

The logo represents communication as the engine of connection and growth. The name “spoki” comes from “spoken”. The speech-bubble symbol is the brand’s conversational DNA — dialogue that turns into relationships and revenue.

### Approved color treatments (only these three)

1. **Positive — Black on white** (primary). Use on white or light backgrounds.
2. **Brand background — Black on green** (`#16D46D`). On Spoki green the logo is always black.
3. **Negative — White on dark**. Use on black or dark (`#06351B` / `#040504`) when the positive version is not suitable.

### Safe zone

- No graphic element may enter the border around the logo.
- Clear space is **60% of the logo height** on every side.
- For the primary mark, measure free space by the height of the letter **S**.

### Icon (speech-bubble only)

- The icon may stand alone as avatar or favicon when space is tight.
- It works in **circular** and **semi-square** containers, in the same three color treatments.
- Do **not** reorder the icon before the wordmark.

### Chip / compact lockup

- Full wordmark inside a **pill**.
- Black logo on green and light chips; white logo on the black chip.

### Logo do’s

- Black on white
- Black on green
- White on dark

### Logo don’ts

- No green logo on white
- No white logo on green
- Do not distort, recolor, outline, add shadows, or rotate the mark
- Do not reorder the icon before the text

Official files (use these, do not redraw):

- Logo black: `/images/shared/brand-assets/spoki-logo-black.svg`
- Logo white: `/images/shared/brand-assets/spoki-logo-white.svg`
- Symbol only: `/images/shared/brand-assets/spoki-icon-mark.svg`

---

## 2. Color

Primary surfaces: Spoki green, deep green, black, off-white, light green. Channel colors are accents for badges only — never primary page surfaces. Do not introduce random blues, extra greens, or one-off brand colors.

### Primary tokens

| Name | Hex | Role |
|---|---|---|
| Spoki Green | `#16D46D` | Brand / primary fill |
| Deep green | `#06351B` | Dark brand surface |
| Black | `#040504` / `#191919` | Text and secondary fills |
| White | `#FFFFFF` | Light surface |
| Off-white | `#F4F4F4` | Page / card background |
| Light green | `#DCF7C0` | Soft brand tint |

### Text on surfaces

- On Spoki green or approved green gradients → **black text**
- On photography or solid dark / saturated color → **white text**
- Titles are always **black**. Green is for **one highlight word** only — never a whole headline.

### Approved pairings

- Black on green (`#040504` on `#16D46D`)
- Black on white
- White on black
- Black on off-white (`#F4F4F4`)
- Black on light green (`#DCF7C0`)

### Brand green scale

`800 #06351B` · `700 #0B6A36` · `600 #119F51` · `500 #16D46D` (base) · `400 #51DF91` · `300 #8AE9B5` · `200 #C5F4DA` · `100 #E7FAF0`

### Gray neutral scale

`800 #0D100E` · `700 #1A1F1D` · `600 #262F2B` · `500 #333E39` (base) · `400 #666F6B` · `300 #999E9C` · `200 #CCCFCD` · `100 #EAEBEB` · `50 #F4F4F4`

### Secondary families (accents only — 500 is the base)

| Family | 800 | 500 (base) | 100 |
|---|---|---|---|
| Purple | `#241D35` | `#8E72D5` | `#F3F0FA` |
| Mint | `#343D30` | `#D1F4C1` | `#FBFFF7` |
| Yellow | `#403A2E` | `#FFE9B7` | `#FFFCF7` |
| Blue | `#2E3C3F` | `#B6F1FA` | `#F7FDFE` |
| Turquoise | `#263B39` | `#98ECE2` | `#F4FDFC` |
| Red | `#3F2729` | `#FC9CA4` | `#FEF5F5` |

Full purple scale: `800 #241D35` · `700 #47396B` · `600 #6B56A0` · `500 #8E72D5` · `400 #AB96E0` · `300 #C6B8EA` · `200 #E3DCF4` · `100 #F3F0FA`

### Channel colors (badges, tags, icons — not page backgrounds)

Order: Voice → WhatsApp → SMS → SMS two-way → Mail → RCS.

| Channel | Hex | Usage |
|---|---|---|
| Voice | `#C6B8EA` | Color badge, on-white badge, or outline glyph |
| WhatsApp | `#16D46D` | Same three variants |
| SMS (one-way) | `#AED8FF` | Same three variants |
| SMS (two-way) | `#CCF0FF` | Same three variants |
| Mail | `#87B9B4` | Same three variants |
| RCS | `#AAB3C2` | Same three variants |

Channel icon variants:

1. **Color** — rounded square in the channel hex + black glyph
2. **On white** — white rounded square + black glyph
3. **Outline** — black line icon, no background

Keep the rounded-square format. Do not redraw Meta/WhatsApp logos, do not use unofficial glyphs, do not recolor the badges. Do not crop into circles unless an official circular asset exists.

### Gradients (only these three)

- **Soft:** `linear-gradient(135deg, #F9FFF5 0%, #DCF7C0 100%)` — black type
- **Dark:** `linear-gradient(225deg, #DCF7C0 0%, #16D46D 100%)` — black type
- **AI:** `linear-gradient(225deg, #81F6D1 0%, #16D46D 100%)` — black type; optional green-to-mint title for AI headlines (`90° #16D46D → #A5FFDB`) plus the AI sparkle

---

## 3. Typography

- Typeface: **Plus Jakarta Sans** only. Geometric, friendly, high legibility.
- Approved weights: **Light 300**, **Regular 400**, **Bold 700**.
- Headlines: Bold or Regular. Body: Regular; Bold for emphasis.
- Titles are always black. Brand green is reserved for highlight words.
- Body emphasis: Bold black + Bold green + Regular black.

### Typography don’ts (mandatory)

- **No all caps.** Sentence case only. Never set headlines, CTAs, labels or body in uppercase.
- **No ExtraBold.** Never use weight 800, 900, `font-extrabold` or `font-black`. Stop at Bold 700.
- **No underlines.** Never underline titles, body or CTAs. Emphasise with color or weight, not decoration.

### Type on backgrounds

- Solid green → black type
- Approved green gradients → black type
- Photography → white type
- Solid dark / saturated color → white type

### AI highlight on gradients

For AI-themed surfaces, the headline may use the brand green-to-mint gradient. Pair it with a solid black supporting line and the AI sparkle icon.

Example:

- Line 1 (gradient bold): AI Agents
- Line 2 (black bold): for WhatsApp and Voice

---

## 4. Channel’s brand (Spoki Voice)

The Spoki Voice mark is the **product brand for Voice**. Use only official logo versions and icons on approved backgrounds.

### Color mark

- Black wordmark **Spoki** + green **Voice**.
- Use on light, brand green, or dark backgrounds (vertical and horizontal).

### Black & white

- **Negative:** black on white
- **Positive:** white on black
- Only these two backgrounds — **no brand green** in the mono set.

### Voice icons

Three shapes × three tones:

- Shapes: standalone icon, square, circle
- Tones: color, black, white
- Match the icon to the surface.

### Voice don’ts

- In the color mark, **VOICE must never be the same tone as Spoki**. Keep Voice a distinct color so the two words stay contrasty.

---

## 5. Buttons and CTAs

All marketing CTAs and UI action buttons use the shared button system.

- Always **pill** (`rounded-full`). Never `rounded-lg`, `rounded-xl` or square corners.
- **Primary:** green fill (`#16D46D`) + **black text** (never white on green). Same on dark sections.
- **Secondary:** black fill (`#191919`) + white text. On dark sections invert: white fill + `#191919` text.
- **Outline:** transparent + `#191919` border/text. On dark sections: white border/text.
- Sizes: `sm` | `md` | `lg` only.
- If a page needs two CTAs, default pair is **primary + secondary**.

---

## 6. Layout tone

- Friendly, geometric, high contrast. Plenty of white space.
- Page background: `#F4F4F4`. Cards: large radius (`rounded-3xl`), white.
- Do not invent one-off button styles or competing palettes.

---

# Part B — Content Creation

## 7. Formats

Use the right aspect ratio for each placement. Always export at **2×** for retina.

| Format | Ratio | Use |
|---|---|---|
| Instagram Feed | 4:5 | Feed posts & carousels |
| Ads | 1:1 | Square feed ads & placements |
| Stories & Reels | 9:16 | Stories, Reels covers & vertical ads |
| Horizontal 16:9 | 16:9 | YouTube thumbnails, web & presentations |
| Horizontal 3:2 | 3:2 | Landscape posts & photo exports |

### Grid

- **12-column** grid with **24px** gutters (shown as 4 visual groups of 3).
- Keep key elements in the central **86%** of the frame.
- Leave the outer **7%** as breathing space.
- Align to columns; use horizontal thirds for hierarchy.
- Video: keep the subject on a third; reserve the opposite side for titles or graphics. Do not put essential content in the outer margin.

### Logo size in format

- Position: **top right**
- Width: **3 columns**

### Safe area

- Keep all text and key visuals inside the safe area.
- **64px** from every edge on standard formats.
- **120px** on Stories.
- Anything outside may be cropped.

Per-format notes:

- **4:5 Feed:** platform UI can crop edges on small screens.
- **1:1 Ads:** 10% outer margin.
- **9:16 Stories & Reels:** platform UI overlays sit at top and bottom.
- **16:9:** keep titles inside a 10% title-safe inset.
- **3:2:** same grid + 10% outer margin.

---

## 8. Subtitles style

Typeface: **Plus Jakarta Sans Bold**. Sentence case. No all-caps captions.

### Standard video (16:9)

Color:

- Primary subtitle color: **white `#FFFFFF`**
- Highlight **only one** key word in Spoki green `#16D46D`
- Strong but soft shadow for contrast

Dimension:

- Minimum **48px** on 1080p (1920 × 1080) — about 4% of frame height
- Scale proportionally for other resolutions
- Max **32 characters** per line
- Max **2 lines** on screen at once

### Reels (9:16)

Color:

- **White only** for every Reels subtitle
- Do **not** introduce highlight colors in animated captions
- Plus Jakarta Sans Bold + soft shadow

Dimension:

- Frame 1080 × 1920
- Size about **80–112 px** (4–6% of frame height)
- Show **one word**, or a maximum of two, at once
- Place captions in the **lower safe area**, above the Reels UI

Timing:

- Reveal words one by one in sync with speech
- Keep each word readable (~**200 ms** minimum)
- Do not flash multiple long sentences
- Advance as soon as the previous word is spoken

### Motion / outro type

- Light or green background → **black** Plus Jakarta Sans Bold
- Dark background → **white** Plus Jakarta Sans Bold
- Standard Spoki green frame: black logo centered

---

## 9. Edition styles

Keep a consistent rhythm and feel across all Spoki video.

### Transitions

- Subtle, tech-inspired, modern motion.
- Pan / swipe up, down, left or right are good references — not a closed list.
- Keep movement smooth, controlled and purposeful.
- **Avoid** bouncing, shake, pop, wiggle and playful or childish effects.

### Pacing

- Social: **2–4 seconds** per shot
- Long-form: **4–8 seconds** per shot
- Cut on action to keep energy
- Every cut should feel intentional

### Color grading

- Keep natural skin tones. Avoid heavy filters.
- Brand green `#16D46D` only for accent graphics and lower-thirds.
- Starting point to give white captions contrast (preserve skin):
  - Exposure **−10**
  - Luminosity **−10**
  - Saturation **−14**

### Music & sound

- Soft, modern, tech-inspired, fluid. Voice stays primary.
- Loudness: balance music **under the voice** — do not lock a fixed LUFS.
- Subtle SFX on transitions and key beats only.
- **Avoid** heavy music, techno, rock and metal.

---

## 10. Self-tape (talking-head clips)

For influencers and contributors recording clips we edit into Spoki social.

- Format: **vertical 9:16**
- Framing: **half-body**, head fully in frame
- Audio: **microphone**, kept close
- You film the take — we add logos, motion and the final cut.
- Centre yourself and leave **headroom and side space** for animations.
- If seated: mid-torso up — **no legs**.

### Framing

Do: half-body, head fully in, centred, space on top and sides.  
Don’t: crop the top of the head, sit full-body, hug the edges.

### Background

Do: clean wall, soft blur, simple home/office; natural side light.  
Don’t: busy patterns, competing logos, colours that clash with Spoki green.  
Don’t: use Spoki green as the backdrop (it fights overlays).

### Outfit

Do: simple solid neutrals — white `#F5F5F5`, grey `#9CA3AF`, navy `#1E3A5F`, beige `#D6C4A8`, soft black `#2A2A2A`.  
Don’t: Spoki green `#16D46D`, neon, busy prints, large logos, hot red `#E11D48`.

### Eye contact & audio

Do: eyes on camera the whole take; mic close for consistent level.  
Don’t: look away for long stretches; let the mic drift.

### Delivery / files

Do: send only correct takes, renamed clearly; start and end each sentence cleanly.  
Don’t: unused drafts or incomplete sentences; unclear file names.

File name: `Name_Topic_Take01.mp4`

### Self-tape checklist

- Vertical 9:16, half-body, head fully in frame
- No legs visible if seated
- Subject centred with space at top and sides
- Clear, uncluttered background
- Simple solid outfit (no Spoki green / neon / big logos)
- Eyes on camera throughout
- Mic audio, kept close
- Only correct clips, renamed, clean sentence start and end

---

## 11. Creator playbook

Create content that feels like the creator and proves Spoki’s value.

- One video = **one use case** = **one niche**
- Vertical **9:16**
- Cut every **2–3 seconds**
- Real **screen recording** of the product — no fake mockups

### Structure (in this order)

1. Hook
2. Benefit + social proof
3. One specific use case
4. Product demo
5. Remove objections
6. CTA

### Structure and pace

Do: follow the structure; cut every 2–3s; change angle, add B-roll or screen recording so the image never stands still.  
Don’t: cover five features at once; deliver a flat 90s talking-head monologue.

### Product demo

Do: show Spoki working (chat booking, agent being built, calendar receiving the booking). Use a real demo account. Lean into “no coding / in minutes”.  
Don’t: promise anything the demo does not show; use invented screens; describe a feature you can show.

### Tone

Do: sound like yourself; first person (“I’m going to show you a trick that…”); high, approachable energy.  
Don’t: read a corporate script; adopt an advertising brand voice; force jargon.

### Captions

Do: sync captions with speech; burn them in; highlight keywords per the Subtitles guide (standard video only).  
Don’t: publish without captions; let music overpower the voice.

### CTA

Value first, CTA second.

1. Deliver value
2. Ask for a unique keyword (`SPOKI`, `AGENT`, `BOT`)
3. Send the benefit (“comment X and I’ll send you the link”)

Save the CTA for the end. Do not close with a generic “follow me”.

Example: *Comment “SPOKI” and I’ll send you the link to create your agent in minutes.*

### Publish checklist

- Movement + hook line in the first 2 seconds
- One use case / niche only
- Real Spoki demo on screen
- Cuts every 2–3 seconds with B-roll
- Burned-in captions with highlighted keywords
- Vertical 9:16, good light, clear audio
- “Comment [keyword]” CTA at the end
- No promise the demo does not prove

---

## 12. Video materials (branded open/close)

- **Intro:** opens Spoki-branded video at the start of every edit (horizontal, vertical and square).
- **Outro:** closes on the full green frame with the **centered black logo**.
- Use official intro/outro packs only. Do not invent a custom sting.