{
"$schema": "https://jgwns-tqaaa-aaaao-ba5ua-cai.icp0.io/rules.schema.json",
"version": "v2.29",
"updated": "2026-07-20",
"source": "https://jgwns-tqaaa-aaaao-ba5ua-cai.icp0.io/",
"description": "Machine-readable rules of record for the DFINITY / Internet Computer brand. The two official DFINITY brand skills (icp-brand-design, icp-brand-voice) MUST fetch this file before applying any rule, compare its `version` to the skill's `brand_guide_version_at_authoring`, and use this file as the source of truth when they differ.",
"official_skills": [
"icp-brand-design",
"icp-brand-voice",
"icp-brand-slides"
],
"positioning": {
"primary": "Sovereign cloud. Software that's alive.",
"primary_html": "Sovereign cloud. Software that's alive.",
"rule": "Two sentences separated by a period. The word 'alive' is italicized. Use exactly as written.",
"previous": "Sovereign frontier cloud / for AI that builds (retired at v2.19, 2026-06-15)",
"canonical_rule": "The locked strap 'Sovereign cloud. Software that\\'s alive.' is canonical on every off-homepage surface: decks, social banners, video conference backgrounds, email signatures, deck covers, investor pages, press pages, the brand guide itself. It is the master positioning.",
"homepage_variants": {
"rule": "The internetcomputer.org homepage hero runs a product-led variant of the positioning to lead with what ICP runs (AIware), rather than the metaphor that describes it (alive). This variant is homepage-only. Do not use it on decks, banners, signatures, video backgrounds, or any off-site surface; those stay on the canonical strap.",
"line_one": "Sovereign cloud.",
"line_two_rotation": [
"Runs AIware.",
"Tamperproof, always-on."
],
"italic_rust_target": "The entire line two phrase is italic-rust on each state of the rotation. This is a controlled exception to the one-italic-word rule, scoped to the homepage hero only. Off-homepage surfaces still follow the one-italic-word rule with the italic-rust word landing on 'alive.'.",
"rotation_behaviour": "Two-state rotation between the two phrases above. Both states are baked into the DOM (one in an invisible measurement layer for stable layout, one in an absolutely positioned live layer). aria-live='polite'.",
"sub_strap": "Create custom AIware apps and SaaS on-demand, which have fluid functionality. Italic-rust on 'fluid functionality'. Homepage-only.",
"eyebrow": "§ Internet Computer Protocol (ICP) · The internet overlay for AIware",
"scope": "homepage_hero_only"
}
},
"public_pillars": {
"items": [
"On-demand",
"Tamperproof",
"Always-on",
"Fluid",
"Yours"
],
"separator": "·",
"italic": "Yours",
"rule": "Five pillars in this exact order, separated by a middle dot. 'Yours' is always italicized. Used on the homepage strap and public-facing surfaces (banners, VC backgrounds, signatures)."
},
"social_banners": {
"linkedin": {
"personal": {
"surface": "Personal LinkedIn profile background photo. Not for company pages.",
"upload_size": "6336x1584",
"base_size": "1584x396",
"aspect_ratio": "4:1",
"photo_overlap": "Profile-photo circle ~152x152 px at x=112 y=204 on the 1584x396 canvas. Keep the lower-left region clear.",
"mobile_safe_zone": "Central 1350x230 px band.",
"text_anchor": "Right edge, 72 px in from the right of the 1584 px canvas (288 px on the 6336 px upload).",
"file": "assets/social/linkedin-personal-banner.png",
"upload_file": "downloads/social/linkedin-personal-banner-6336x1584.png",
"rule": "Upload the 6336x1584 (4x retina) variant so the image stays sharp on high-DPI screens. LinkedIn scales it down to the 1584x396 display frame. Do not upload the 4200x700 company banner to a personal profile: LinkedIn adds hard black bars top and bottom because a 6:1 image cannot fit a 4:1 frame."
},
"company": {
"surface": "LinkedIn company page cover image. Not for personal profiles.",
"upload_size": "4200x700",
"display_size": "1128x191",
"aspect_ratio": "6:1",
"logo_overlap": "Bottom-left rounded square overlays roughly the left 22% of width and the bottom 60% of height. On the 4200x700 canvas: x 0 to 930, y 280 to 700.",
"mobile_crop": "LinkedIn crops the company banner to the central 900 px of the displayed width on mobile.",
"text_anchor": "Right edge, 140 px in from the right of the 4200 px canvas. Vertically centered.",
"file": "assets/social/linkedin-banner.png",
"upload_file": "downloads/social/linkedin-banner-4200x700.png",
"rule": "Company page banners are 6:1 and must not be reused on a personal profile."
}
},
"x": {
"upload_size": "1500x500",
"aspect_ratio": "3:1",
"avatar_overlap": "Circular avatar ~220x220 anchored at lower-left, overlapping bottom 130 px of banner on desktop. Shifts to bottom-center on mobile.",
"mobile_crop": "X trims about 50 px off top and 50 px off bottom on mobile.",
"action_button_overlap": "Bottom-right ~200x100 region covered by Follow / Edit button on mobile.",
"text_anchor": "Right edge, 50 px in from the right of the 1500 px canvas, 70 px down from the top.",
"file": "assets/social/x-banner.png"
},
"composition": {
"lines": [
"eyebrow",
"strap",
"pillar_row"
],
"alignment": "right",
"no_logo_on_banner": "The profile picture carries the logo. The mark is never placed on the banner itself.",
"strap": "Sovereign cloud. Software that's alive.",
"pillar_row": "On-demand · Tamperproof · Always-on · Fluid · Yours",
"compressed_pillar_row": "Always-on · Fluid · Yours",
"font_sizes": {
"x": {
"eyebrow": "13px",
"strap": "76px",
"pillar_row": "22px"
},
"linkedin_company_4200x700": {
"eyebrow": "28px",
"strap": "168px",
"pillar_row": "52px"
},
"linkedin_personal_6336x1584": {
"eyebrow": "44px",
"strap": "360px",
"pillar_row": "108px"
}
},
"rule": "Three lines, right-aligned, no logo on the banner. The avatar carries the logo. On the LinkedIn personal banner keep the lower-left 152x152 photo circle zone clear. On the LinkedIn company banner keep the entire bottom-left quadrant clear. On X keep lower-left 220x220, mobile crop bands, and lower-right 200x100 button zone clear."
},
"download": "downloads/icp-social-banners.zip"
},
"favicon": {
"mark": "The DFINITY gradient infinity, isolated on a transparent canvas. The brand's typography and grid texture do not survive at sixteen pixels, so the favicon strips down to just the mark. The browser places it on its own chrome, light or dark, and the mark holds either way.",
"primary": {
"svg": "assets/favicon/favicon.svg",
"rule": "Preferred favicon for modern browsers. Vector, resolution-independent, transparent canvas."
},
"ico": {
"file": "assets/favicon/favicon.ico",
"rule": "Multi-size .ico fallback for older browsers. Contains 16, 32, 48 px raster tiles."
},
"png_sizes": {
"16": "assets/favicon/favicon-16.png",
"32": "assets/favicon/favicon-32.png",
"48": "assets/favicon/favicon-48.png",
"192": "assets/favicon/favicon-192.png",
"512": "assets/favicon/favicon-512.png"
},
"apple_touch_icon": {
"light": "assets/favicon/apple-touch-icon.png",
"dark": "assets/favicon/apple-touch-icon-dark.png",
"size": "180x180",
"rule": "iOS home-screen icon. Ships in both light and dark variants so it sits well on either wallpaper."
},
"safari_pinned_tab": {
"file": "assets/favicon/safari-pinned-tab.svg",
"mask_color": "#a8482b",
"rule": "Monochrome mask SVG for Safari pinned tabs. Uses rust as the mask color."
},
"head_snippet": "\n\n\n",
"download": "downloads/icp-favicon.zip",
"rule": "The DFINITY gradient infinity on a transparent canvas. Ships as an SVG for modern browsers, a multi-size .ico fallback, five PNG sizes for other consumers (16, 32, 48, 192, 512), an Apple touch icon in light and dark variants, and a Safari pinned-tab mask. The favicon is the smallest surface the brand ships on and must render cleanly on both the parchment and deep-bark chromes."
},
"vc_backgrounds": {
"master_resolution": "3840x2160",
"master_resolution_rule": "Single master at 3840x2160. 1080p exports are retired. Meeting clients (Zoom, Meet, Teams) downscale locally.",
"variants": {
"parchment": {
"file": "downloads/vc/parchment-3840x2160.png",
"base": "flat warm parchment, top-to-bottom gentle ramp from #f7f2e8 to #f4efe4"
},
"bark": {
"file": "downloads/vc/deep-bark-3840x2160.png",
"base": "flat warm bark, top-to-bottom gentle ramp from #181510 to #14110d"
}
},
"composition": {
"base": "Flat warm parchment or flat warm bark. No gradients beyond a gentle top-to-bottom ramp on the base.",
"faint_grid": "Full-canvas grid at 80px squares. Parchment: 5% rust (rgba(168,72,43,0.05)). Bark: 6.5% ember (rgba(194,90,55,0.065)). Reads as paper grain, not as a wireframe.",
"speaker_zone_grid": "Stronger grid painted only inside a soft circular mask centered at 50% width, 60% height, 42% radius, feathered radially to 0 at the edge. Parchment: 13% fine lines, 18% major lines. Bark: 16% fine, 22% ember major. Major lines every 400px. This is what lets the speaker blend into the wallpaper instead of sitting on a hard cut.",
"rust_glow": "Radial glow under the lockup only. Center cx=18%, cy=22%, radius=42%. Parchment: 8% rust. Bark: 14% ember. No edge vignette anywhere on the canvas.",
"edge_vignette": "None. Edge darkening is forbidden because the lockup sits in the top-left corner and edge vignettes wash the strap.",
"mark": {
"width": "200px on the 3840 canvas",
"position": "top-right, x=3540, y=160, aligned with the eyebrow baseline",
"rule": "Smaller mark (200px, down from 280px in v2.20) so the editorial lockup carries the surface."
},
"lockup": {
"position": "top-left, occupying the upper twenty-five percent of the canvas",
"eyebrow": "34px Inter, UPPERCASE 0.18em",
"strap": "120px Newsreader 380. Strap text: 'Sovereign cloud. Software that's alive.'. Italic-rust on 'alive.', period inside the em span so it inherits the rust accent.",
"pillar_row": "38px Newsreader 400. Pillar row: 'On-demand · Tamperproof · Always-on · Fluid · Yours'. Italic on 'Yours' only."
}
},
"download": "downloads/icp-vc-backgrounds.zip",
"rule": "Two variants (parchment, bark). Master resolution 3840x2160 only. The composition is calibrated so the speaker sits inside a softly lit grid halo at the center of the frame while the lockup sits in the top-left under its own rust glow."
},
"wallpapers": {
"surfaces_per_device": [
"lock",
"home"
],
"tones": [
"parchment",
"bark"
],
"devices": {
"iphone": {
"model": "iPhone 16 Pro Max",
"resolution": "1320x2868",
"grid_tile": "88px",
"mark_width_percent": 14,
"file_count": 4,
"download": "downloads/icp-wallpapers-iphone.zip"
},
"pixel_fold": {
"model": "Pixel 10 Pro Fold",
"cover_resolution": "1080x2364",
"inner_resolution": "2076x2152",
"cover_grid_tile": "72px",
"inner_grid_tile": "128px",
"cover_mark_width_percent": 14,
"inner_mark_width_percent": 10,
"file_count": 8,
"download": "downloads/icp-wallpapers-pixel-fold.zip"
},
"galaxy_fold": {
"model": "Samsung Galaxy Z Fold 7",
"cover_resolution": "1080x2520",
"inner_resolution": "1968x2184",
"cover_grid_tile": "72px",
"inner_grid_tile": "128px",
"cover_mark_width_percent": 14,
"inner_mark_width_percent": 10,
"file_count": 8,
"download": "downloads/icp-wallpapers-galaxy-fold.zip"
}
},
"composition": {
"lock_carries_mark": "Lock variants carry the original DFINITY gradient infinity, snapped inside the bottommost grid quadrant. Home variants are mark-free math paper so app icons read against a quiet warm field.",
"math_paper": "Two layers. Fine grid at 10% rust on parchment, 12% ember on bark. Major grid every 5 squares at 22% rust on parchment, 26% ember on bark.",
"mark_placement": "Centered horizontally between the two vertical major gridlines that bracket the canvas center; centered vertically inside the strip between the lowest major horizontal gridline and the bottom edge. The mark never crosses a major gridline.",
"mark_opacity": "85% on parchment, 80% on bark",
"no_text": "No strap, no pillar row, no URL on any wallpaper. The wallpaper is a brand surface, not a billboard."
},
"all_devices_download": "downloads/icp-wallpapers-all.zip",
"all_devices_file_count": 20,
"rule": "Three devices (iPhone 16 Pro Max, Pixel 10 Pro Fold, Samsung Galaxy Z Fold 7). Two surfaces per device (lock, home). Two tones each (parchment, bark). Lock carries the gradient mark in the bottom grid quadrant; home is mark-free. No text on any wallpaper."
},
"voice_attributes": {
"items": [
"Factual",
"Plain",
"Calm",
"Sovereign by math"
],
"rule": "Internal writing guardrails for how copy should sound. Distinct from public_pillars. Not shown to readers as a list."
},
"fonts": {
"serif": "Newsreader",
"sans": "Inter",
"mono": "JetBrains Mono",
"rule": "Three-face system locked. No fourth face. Newsreader for editorial display and body, Inter for UI and labels, JetBrains Mono for code, version stamps, and small uppercase markers."
},
"color": {
"accent_light": "#a8482b",
"accent_dark": "#c25a37",
"default_theme": "light",
"rule": "Light editorial parchment is the default. Dark mode is opt-in via data-theme=\"dark\". Single rust accent. No second accent color."
},
"italic_rule": {
"where": "Headings, hero straps, and pillars",
"target": "One of: (a) the subject noun the sentence is about, (b) the metaphor carrying the claim (e.g., 'alive'), (c) a possessive pronoun asserting sovereignty (e.g., 'Yours').",
"example_correct_subject": "The profile as a brand surface.",
"example_correct_metaphor": "Sovereign cloud. Software that's alive.",
"example_correct_possessive": "On-demand · Tamperproof · Always-on · Fluid · Yours",
"example_wrong": "The profile as a brand surface.",
"rule": "One italic word per heading or strap. Never italicize more than one word in the same line.",
"carve_outs": {
"homepage_hero": "On internetcomputer.org homepage only, H1 line two (rotation between 'Runs AIware.' and 'Tamperproof, always-on.') and the sub-strap fragment 'fluid functionality' ship italic-rust in full. Scoped strictly to the homepage hero.",
"slides_cover": "On a DFINITY-branded deck cover, H1 line two may be fully italic-rust across the full phrase (mirrors the homepage hero pattern). Example: line one 'Sovereign Cloud.' in black + line two 'Tamperproof, always-on, runs AIware.' fully italic-rust.",
"slides_closing": "On the closing slide of a DFINITY-branded deck, one italic-rust anchor per line is permitted across multiple short imperative lines. Example: 'Take back *control.* / Unlock *AIware.* / Move off your *SaaS.*'. Content slides in the same deck still follow the one-italic-word-per-heading rule."
}
},
"banned_characters": [
{
"char_codepoint_only": "U+2014",
"name": "em dash",
"replacement": "Use a period, a colon, or a comma. Never an em dash, anywhere, in any artifact (HTML, CSS, copy, skills, code comments)."
}
],
"banned_words": [
{
"word": "onchain",
"rule": "Never use 'onchain' as a noun, attribute, or selling point. Replace with the actual underlying property: tamperproof, unstoppable, sovereign, autonomous, verifiable.",
"exception": "Only allowed when quoting a third party verbatim and the quote is clearly attributed."
},
{
"word": "on-chain",
"rule": "Same as 'onchain'. Banned in all forms.",
"exception": "Only allowed when quoting a third party verbatim."
}
],
"one_word_spellings": [
{
"word": "tamperproof",
"rule": "Always one word. Never 'tamper-proof' or 'tamper proof'."
},
{
"word": "AIware",
"rule": "Always written 'AIware' as one word with capital A, capital I, lowercase 'ware'. Never 'AI-ware', 'AI ware', 'AIWare', or 'AIWARE'."
}
],
"case_rule": {
"default": "Sentence case",
"applies_to": [
"Headlines",
"Buttons",
"Labels",
"Section titles"
],
"uppercase_exceptions": [
"Mono micro-labels with letter-spacing >= 0.16em (e.g., link rows in signature, eyebrows, version stamps)"
]
},
"surfaces_order": {
"locked": [
"skills.internetcomputer.org",
"caffeine.ai",
"icp.ninja"
],
"rule": "When listing primary surfaces, this is the order. skills first, caffeine.ai second, icp.ninja third."
},
"products_with_own_brand": [
"OISY Wallet",
"Caffeine"
],
"products_with_own_brand_rule": "These ecosystem products have their own verbal and visual systems. The DFINITY / ICP brand rules in this file DO NOT apply to OISY or Caffeine surfaces, copy, or assets.",
"hyperbole_ban": {
"rule": "No marketing superlatives. No 'revolutionary', 'world-first', 'unprecedented', 'game-changing', 'mind-blowing', 'next-generation', 'cutting-edge'. State the property factually instead.",
"ai_language_ban": "No phrases that sound like LLM filler: 'leverage', 'unlock', 'empower', 'seamless', 'in today's world', 'in the age of AI', 'paradigm shift', 'navigating the landscape'.",
"allowed_metaphors": [
"alive (for fluid, AI-generated, self-extending software)",
"immune (for tamperproof property)"
],
"allowed_metaphors_rule": "Factual metaphors that describe a real product property are allowed in hero lines and lede paragraphs. Distinct from superlatives, which describe rank or novelty and remain banned."
},
"emoji_ban": {
"rule": "No emojis in headlines, buttons, UI strings, marketing copy, blog posts, decks, or signatures.",
"exception": "Personal chat replies and Slack acknowledgements only."
},
"version_history_url": "https://jgwns-tqaaa-aaaao-ba5ua-cai.icp0.io/#about",
"human_readable_guide_url": "https://jgwns-tqaaa-aaaao-ba5ua-cai.icp0.io/",
"vocabulary": {
"aiware": {
"term": "AIware",
"capitalization": "Always written 'AIware' (capital A, capital I, lowercase 'ware'). Never 'AIWare', 'aiware', 'AI-ware', 'AIWARE', or 'AI ware'. Treat as a proper noun.",
"part_of_speech": "Noun and adjective. 'Runs AIware' (noun). 'AIware apps' (adjective). 'sophisticated AIware' (noun).",
"definition": "A new category of software that AI agents generate, extend, and operate on demand. AIware apps are generated through AI chat, expose their data and logic to AI so the agent can add new functionality on the fly, and run end-to-end on the Internet Computer's sovereign cloud so they stay tamperproof, always-on, and under the user's control.",
"usage": "AIware is a product-led category noun used on internetcomputer.org and in product surfaces that talk about what ICP runs. The canonical brand strap (Sovereign cloud. Software that's alive.) continues to describe what the network is; AIware describes what runs on it. The two coexist: 'alive.' is the metaphor, AIware is the category.",
"do_not_substitute": "Do not replace AIware with 'AI agents', 'agentic apps', 'AI-native apps', or 'agent-built apps' in copy that references the internetcomputer.org product noun. Those phrases describe the actors or the building style; AIware is the artifact.",
"scope": "Homepage hero, product pages on internetcomputer.org, sub-strap and supporting copy on the same surfaces. Optional on decks and longer-form copy where the product category needs to be named. Not required on every surface."
}
}
}