--- # Premier Paws Pet Care — machine-readable brand tokens # Served verbatim at brand.premierpawspetcare.com/DESIGN.md # Companion data: /tokens.json (canonical values), /assets.json (downloads) # Interpretation: status "canon" = settled (Questionnaire Parts 1-2, locked). # status "proposed" = a concrete proposal awaiting the owner's decision — # usable as a default, but check the /decisions page before treating as final. brand: name: Premier Paws Pet Care legalName: Premier Paws LLC founder: "Jessie Mey, BS, CVT, LVT" serviceArea: "Middletown-Odessa-Townsend (MOT) and Bear, Delaware" differentiator: "Licensed veterinary technicians ('vet nurses') providing in-home care for medically and behaviorally complex pets" colors: status: proposed # Part 5, Q5.2 — unified palette proposal purple: { hex: "#7C3AED", name: Premier Violet, role: "flagship — buttons, links, brand accents", textOnWhite: true } ink: { hex: "#1E1B2E", name: Ink, role: "body text on light; the brand near-black", textOnWhite: true } paper: { hex: "#FFFFFF", name: Paper, role: "cards, print stock, knockout type" } canvas: { hex: "#F5F3FF", name: Lavender Canvas, role: "page backgrounds" } tint: { hex: "#EDE9FE", name: Violet Tint, role: "tinted surfaces, card borders on white" } lavender: { hex: "#C4B5FD", name: Lavender, role: "quiet labels on dark; decorative only on white", textOnWhite: false } violetLight: { hex: "#A855F7", name: Bright Violet, role: "gradient partner; large text only on white", textOnWhite: false } royal: { hex: "#42216F", name: Royal Purple, role: "deep headings/accents on light", textOnWhite: true } gray: { hex: "#6B7280", name: Muted Gray, role: "secondary text on light", textOnWhite: true } midnight: { hex: "#0D0B1A", name: Midnight, role: "large dark UI fields (nav, heroes) only — not a text color" } gradient: { css: "linear-gradient(135deg, #7C3AED, #A855F7)", rule: "max one per card/form, two per page" } retired: ["#290BFC", "#7C3FB5", "#9B6CC8", "#C8A8E8", "#DFCEEF", "#592A8B", "#150F17", "#150039", "#000000"] # mapping in tokens.json typography: family: Plus Jakarta Sans weights: { body: 400, secondary: 500, label: 600, heading: 700, display: 800 } forbidden: [300, 900] logoScript: "artwork, not a font — never typeset" iconography: library: Lucide stroke: { light: 1.5, dark: 2 } sizes: [14, 16, 20, 24] emoji: "never in UI; allowed in social posts, replies, casual 1:1 texts, and quoted specimens" radii: { card: 16px, input: 12px, button: 9999px } voice: status: canon (registers), proposed (attribution rule Q4.1) personality: "nurse-friend x enthusiastic animal person" registers: [educator, playful, reply, founder-long-form] toneTest: "Would a licensed vet tech who runs a premium, trust-first pet care business be comfortable sending this to a client anxious about their dog's post-surgery recovery?" --- # Premier Paws — Design & Voice Spec (for AI consumers) This file is the AI-consumable companion to the human brand guide. Values in the front matter are canonical (mirrored from `/tokens.json`). Rules below are stated tersely for generation contexts. **Canon rules are settled; anything marked PROPOSED has an open `[DECISION NEEDED]` flag on the site's /decisions page — use the proposal as the default, flag your output if it leans on one.** ## Overview Premier Paws Pet Care is a founder-led (Jessie Mey, BS, CVT, LVT), licensed, insured in-home pet care business in Delaware whose specialty is **medically and behaviorally complex pets** — post-op recovery, medication administration, SubQ fluids, desensitization, senior support — plus professional everyday pet care. Client-facing translation of the credential: **"vet nurse."** Emotional product: **"less stress and more peace — that's the Premier Paws effect."** ## Colors — usage rules 1. Reach for **Premier Violet `#7C3AED`** first; it is the flagship on every surface (PROPOSED as the unified digital+print anchor, Q5.2). 2. Text on light surfaces is **Ink `#1E1B2E`** (never pure black) or **Muted Gray `#6B7280`** for secondary. **Lavender `#C4B5FD`** and **Bright Violet `#A855F7`** fail normal-text contrast on white — use them decoratively or on dark fields. 3. One **signature gradient** (`135deg, #7C3AED → #A855F7`) per card or form, max two per page. 4. **Midnight `#0D0B1A`** is only for large dark UI fields (nav, heroes). 5. The nine retired hexes in the front matter must not appear in new work; their replacement mapping is in `/tokens.json`. ## Typography Plus Jakarta Sans everywhere, weights 400/500/600/700/800 only. Headers "confident, not loud." The retro script in the logo is artwork — never typeset script anywhere (PROPOSED to stay digital-pure, Q5.3). ## Voice — generation rules **Canon (settled, Parts 1–2):** - Say "medically and behaviorally **complex** pets" — never "quirky." - Translate on first mention: "licensed veterinary technician ('vet nurse')"; then "vet tech" / "vet nurse" freely. - Client-facing copy names the pet ("Bruno," "Pepper") — never "your pet" (fallback only), never "patients." Vet-facing documents DO say "patients" — that register split is deliberate. - Real clinical detail, never watered down; escalate with "call a vet med professional"; never diagnose or prescribe. - Sign-offs: personal = "Jessie Mey, BS, CVT, LVT"; team = "The Premier Paws Team." - "Welcome to Premier Paws." — never "welcome to the family." Never "we're honored you've chosen us." The anniversary/emotional frame is the Premier Paws effect ("less stress and more peace"), not "calm, consistent, and a little warmer." - Complimentary meet-and-greet: required for pet sitting; NOT for LVT appointments. - Soft CTAs only ("Message us to chat!") — no urgency manufacturing. - No emoji in portal UI, transactional email, print, or formal documents. Emoji are on-brand in social posts, comment replies, and casual texts. - No published pricing on site/portal/social/print. Exact menu-style prices in 1:1 replies are correct practice (rule wording PROPOSED, Q4.4). **Vocabulary:** - Always: pet's name · "vet nurse" translation · "peace of mind" · "complimentary meet-and-greet" · "fear-free" / "low-stress handling" · "cooperative care" · "pet parents" - Sometimes: "more than a pet sitter" (positioning contexts) · "That's the Premier Paws effect" (signature closer) · "patients" (vet-facing only) - Never: "quirky pets" · "welcome to the family" · "we're honored" · "fur baby" / "pawrents" / "doggo" / "hooman" (PROPOSED ban, Q3.6) · diagnosis language · "book now before slots fill" **Registers** (full spec in /content/voice.md): educator (structured clinical teaching), playful (short pet-forward warmth), reply (first-name + gratitude + emoji), founder long-form (Jessie only, "I," full-credential sign-off). Portal register: warm-professional team voice. Hard-moments register (decline / incident / memorial): **BLOCKED — Part 3 unanswered; do not generate memorial/decline/incident copy without human review.** ## Photography Real candid photos only — actual client pets, comfortable body language, real home/outdoor settings; no stock, no staged studio pets, and no AI-generated pets presented as real. Never show client addresses, house numbers, or home-security context. Cat photography does not yet exist in the archive (status: to-create) — do not fake it with stock. V1 public surfaces use only already-published photos; formal consent policy is PROPOSED (Q5.6). ## Decision flags — how to interpret Content files carry flags in this exact format: ``` [DECISION NEEDED: → Questionnaire Part X, QY — proposed: …] ``` Each is a real open decision owned by Jessie, with a concrete proposal attached. AI consumers should (1) prefer the proposal as the working default, (2) avoid hard-committing outputs that would be expensive to reverse if the decision goes the other way, and (3) never generate content for the blocked hard-moments register. The /decisions page aggregates all flags; Parts 1–2 canon listed above is NOT flagged and is safe to build on.