{
  "$schema": "public-imaging-brand-dna/v1",
  "version": "1.0",
  "date": "2026-04",

  "brand_identity": {
    "name": "public imaging",
    "type": "PR- und Marketing-Agentur",
    "sector": "Finanz-, Wirtschafts-, Immobilien-, Fintech-Kommunikation",
    "founded": 1996,
    "hq": "Hamburg (Goldbekhöfe)",
    "second_office": "Frankfurt am Main",
    "founders": "Peter Ehlers",
    "employees": "11-50",
    "approach": "360-Grad, datengetrieben, kanalübergreifend",
    "content_unit": "Studio One"
  },

  "brand_personality": {
    "core": "Hanseatische Souveränität trifft modernen Zeitgeist",
    "values": ["Substanz", "Relevanz", "Vertrauen", "Weitblick", "Haltung"],
    "tone": "Klar, souverän, warm, präzise",
    "not": "Laut, protzig, flapsig, überheblich, vage"
  },

  "color_system": {
    "primary": {
      "elb_gruen":     { "hex": "#15231E", "use": "Headlines, Hintergründe, Logo, Text" },
      "kontor_leinen": { "hex": "#F6F3ED", "use": "Hintergründe, Flächen, Papier" }
    },
    "accent": {
      "honig_gold":    { "hex": "#E6A23C", "use": "CTAs, Highlights, Linien — max 10% Fläche" }
    },
    "secondary": {
      "speicher_grau":  { "hex": "#6A6F6B", "use": "Fließtext, UI-Elemente" },
      "kuehler_salbei": { "hex": "#858C84", "use": "Dekorative Flächen" },
      "nardo_grau":     { "hex": "#838484", "use": "Captions, Metadaten" }
    },
    "forbidden": ["#000000", "neon_colors", "pastels", "gradients_between_brand_colors"],
    "ratio_by_weight": {
      "kontor_leinen": "40%",
      "elb_gruen": "25%",
      "white": "15%",
      "greys": "12%",
      "honig_gold": "8%"
    }
  },

  "typography": {
    "display_font": {
      "family": "Times New Roman",
      "style": "Italic ONLY — never Roman, never Bold",
      "use": "Headlines, Display, Pull-Quotes, Logo-Text",
      "letter_spacing": "-0.085em",
      "sizes_px": [80, 56, 36, 24]
    },
    "text_font": {
      "family": "Urbanist",
      "source": "https://fonts.google.com/specimen/Urbanist",
      "weights": [300, 400, 500, 600, 700, 800],
      "use": "Body, UI, Labels, Buttons, Navigation",
      "letter_spacing_body": "normal",
      "letter_spacing_labels": "0.2em (uppercase)",
      "logo_weight": 800,
      "logo_letter_spacing": "-0.075em"
    },
    "rules": [
      "NEVER use a third font",
      "NEVER use Times New Roman in Roman (upright)",
      "NEVER use Urbanist Italic for headlines",
      "Labels/Overlines: ALWAYS Urbanist uppercase with extended tracking"
    ]
  },

  "logo": {
    "structure": "'public' in Times New Roman Italic + 'imaging' in Urbanist ExtraBold",
    "case": "all lowercase",
    "variants": ["dark_on_light", "light_on_dark"],
    "clear_space": "minimum height of letter 'P' on all sides",
    "min_size_print": "40mm width",
    "min_size_digital": "120px width",
    "favicon": "lowercase italic 'p' (Times New Roman Italic), optically centered, descender cropped at bottom edge, Elb-Grün bg, Kontor-Leinen letter, no additional accents",
    "min_size_icon": "16px",
    "forbidden": ["stretch", "rotate", "add_shadows", "add_gradients", "recolor", "place_on_busy_backgrounds"]
  },

  "photography": {
    "signature_technique": "MOTION BLUR — sharp subject, blurred surroundings",
    "meaning": "Klarheit inmitten von Komplexität, Substanz inmitten von Rauschen",
    "frequency": "min 30% of image-based social posts",
    "color_grading": {
      "shadows": "tend toward Elb-Grün, never pure black",
      "highlights": "warm, golden undertone — never cool/blue",
      "midtones": "slightly desaturated, sage-gray",
      "whites": "tend toward Kontor-Leinen, never clinical white"
    },
    "subjects_do": [
      "architecture_hamburg", "authentic_people", "motion_blur", "editorial_style",
      "golden_hour", "window_perspectives", "bird_eye_views", "black_and_white_graphic",
      "professional_attire_casual_luxury", "negative_space_for_text"
    ],
    "subjects_dont": [
      "stock_photos", "handshakes", "fake_smiles", "neon_colors", "HDR",
      "sterile_offices", "startup_clichés", "cool_blue_light", "busy_details"
    ],
    "hamburg_anchors": ["Elbphilharmonie", "Speicherstadt", "Chilehaus", "Kontorhausviertel", "Hafen"]
  },

  "social_media": {
    "primary_platform": "LinkedIn",
    "format": "4:5 (1080 × 1350 px)",
    "templates": {
      "01_quote": "Image overlay + serif quote + attribution + logo bottom-left",
      "02_data": "Elb-Grün bg + large serif italic number + context + source",
      "03_storytelling": "Photo + gradient overlay + headline + teaser text",
      "04_atmospheric": "Strong photo + minimal gradient + short text + logo",
      "05_carousel": "Cover (Elb-Grün) + Content slides (Kontor-Leinen) + Gold accent line right"
    },
    "rules": {
      "logo_position": "bottom-left or bottom-right, 30-50% opacity",
      "overline": "top of every post, Honig-Gold, Urbanist SemiBold 9px uppercase 0.25em",
      "url_hint": "bottom-right, 8px, uppercase, 25% opacity, 'publicimaging.de'",
      "carousel_cover": "always Elb-Grün background",
      "carousel_content": "always Kontor-Leinen background",
      "carousel_accent": "4px Honig-Gold line on right edge of every slide",
      "hashtags_max": 5,
      "emojis_max": 2
    }
  },

  "tone_of_voice": {
    "spectrum_percent": {
      "formality": 70,
      "seriousness": 75,
      "confidence": 60,
      "tradition_vs_modern": 50,
      "factual": 65
    },
    "principles": [
      "Klar, nicht kompliziert — use jargon only for precision, not impression",
      "Souverän, nicht arrogant — confident partner, not lecturing professor",
      "Präzise, nicht trocken — vary sentence length for rhythm",
      "Warm, nicht weich — empathetic but decisive"
    ],
    "never_use": [
      "inflationäre Superlative (führend, weltweit einzigartig, revolutionär)",
      "Marketing-Sprech (Synergien heben, nachhaltig Mehrwert schaffen)",
      "Ausrufezeichen in professioneller Kommunikation",
      "Anglizismen wenn es ein gutes deutsches Wort gibt"
    ],
    "always": [
      "Aktive Sprache (Wir analysieren, nicht: Es wurde analysiert)",
      "Konkrete Zahlen und Fakten statt vager Behauptungen",
      "Kurze UND lange Sätze mischen für Rhythmus",
      "Den Leser direkt ansprechen — professionell, nicht distanziert"
    ]
  },

  "design_system": {
    "border_radius": "max 2px — never pills, never rounded",
    "buttons": "Elb-Grün on light, Kontor-Leinen on dark, 2px radius",
    "hover_states": "Honig-Gold underline or color shift, 0.3s ease transition",
    "background_default": "Kontor-Leinen (#F6F3ED)",
    "background_alt": "Kontor-Leinen tinted toward white for content areas",
    "dividers": "48px wide, 2px height, Honig-Gold",
    "shadows": "subtle, never harsh — rgba(21,35,30, 0.06-0.12)",
    "animations": "cubic-bezier(0.16, 1, 0.3, 1) — smooth, never bouncy",
    "spacing_philosophy": "generous whitespace — let the content breathe"
  },

  "print": {
    "business_card": "85×55mm, 400g/m² Cotton, Offset, Blindprägung Logo Rückseite",
    "letterhead": "DIN A4, 120g/m² Premium-Offset, 2-farbig (Elb-Grün + Honig-Gold)",
    "email_signature": "HTML, vertical Honig-Gold bar left, no graphics, system fonts fallback"
  }
}