THE BRAND IDENTITY CARD · the visual system, held to its own rules
WAKES WHEN an identity system is built or checked, or a site has drifted from its palette
THE LOOP
palette <file> · what each pair carries
contrast <fg> <bg> · the reading lines
scale --base --ratio · the type steps
audit <folder> · on, near or off palette
write the guidelines from what holds
NEVER
Pass text under the reading line
Call a near colour the palette colour
Make a mark of someone else's
IT MAKES contrast — the ratio and the lines it clears; palette — every pair, its ratio, and what it can carry; scale — the type scale in px and rem; audit — every colour used: ON, NEAR or OFF; the fonts declared.
THE STANDARD a system, not a logo; the reading lines are the published ones; every pair is named for what it can carry; near is not on; the scale is an interval; original marks only.
PROOF SELFTEST 12/12 · witnessed in Claude 2026-10-10 · Edition 1.
THE SEAL 98 of 100 · LEGENDARY · WITNESSED · Trigger 5 · Machinery 5 · Law 5 · Portability 5 · Proof 5
IT CAN BE WRONG an AI reading a text file: it can be wrong and can invent a number, a rule, a name or a date; check what matters against your own records and the source; the risk is yours. THE-CLAUSES.md rides in the packet and is part of the licence.
THE PUNCH · SHA-256 OF SKILL.MD · 82542F70AB8C9AA37C0FDB02
CITE THIS CARDTHE BRAND IDENTITY CARD, Edition 1. Lund Studio LLC, Westminster, Colorado. https://lundr.tech/?view=brand-identity-card. Punch 82542F70AB8C9AA37C0FDB02. Retrieved 2026-10-10.
What it is.
Holds a visual identity to its own rules: contrast gives the ratio of any two colours and which published reading lines it clears (4.5 to 1 for body text, 3 to 1 for large text and marks, 7 to 1 for the stricter line); palette reads every pair of a palette file and names each pair for what it can carry — body text, large text and marks, or decoration only — and any colour that carries text with nothing; scale steps a type scale from a base size on a named musical interval (minor third, major third, perfect fourth, perfect fifth and others) in pixels and rem; audit reads a folder of stylesheets and pages for every colour used — on the palette, near it (drift), or off it — and the fonts declared.
It carries a machine that shows its working: contrast — the ratio and the lines it clears; palette — every pair, its ratio, and what it can carry; scale — the type scale in px and rem; audit — every colour used: ON, NEAR or OFF; the fonts declared — 12 checks in its selftest, every command on the record. It will never pass text under the reading line; never call a near colour the palette colour; never make a mark of someone else's.
Six laws, written into the card.
They are in the card itself, so the AI follows them.
A SYSTEM, NOT A LOGOThe identity is the palette, the type, the marks and the rules for using them; the card holds each to its rule.
THE READING LINES ARE THE PUBLISHED ONES4.5 to 1 for body text, 3 to 1 for large text and marks, 7 to 1 for the stricter line; the ratio is computed, never eyeballed.
EVERY PAIR IS NAMED FOR WHAT IT CAN CARRYA pair under 3 to 1 is decoration only, and is used as decoration only.
NEAR IS NOT ONA colour a step from the palette is drift, named NEAR with the colour it nearly is; the fix is the palette colour.
THE SCALE IS AN INTERVALType steps from a base on a named ratio, so every size is related to every other; the steps are printed in pixels and rem.
ORIGINAL MARKS ONLYThe card helps build the owner's own identity; it does not copy or imitate another's mark, character or trade dress.
What rides in the card.
In the card’s own voice, with a machine that shows its working.
THE GUIDEreferences/THE-DISCIPLINE.md
THE MACHINEidentity.py · four commandscontrast — the ratio and the lines it clears; palette — every pair, its ratio, and what it can carry; scale — the type scale in px and rem; audit — every colour used: ON, NEAR or OFF; the fonts declared. Every command prints its working and refuses a bad input; 12 checks in its selftest, every command on the record.
What it does once your AI has it.
contrast The ratio and the lines it clears
palette Every pair, its ratio, and what it can carry
scale The type scale in px and rem
audit Every colour used: ON, NEAR or OFF; the fonts declared
On the record The grey that just clears body text on white, and a yellow that carries nothing; every pair of a four-colour palette named for what it can carry; a major-third scale from 16 pixels; and a site read for its colours — three on the palette, one a step off named NEAR, one OFF.
What it will never do.
It will never pass text under the reading line; never call a near colour the palette colour; never make a mark of someone else's.
Contrast is computed from the colours as written; a colour on an image, a gradient or a transparent layer is not what the formula sees, and must be checked where it sits. The audit reads hexadecimal and rgb() colours in .css, .scss, .html, .liquid and .svg files; colours set by script or named colours (red, navy) are not read. A system can clear every line and still be ugly — the eye decides that. It is an AI reading a text file: it can be wrong, so check what matters against your own records and the source.
What’s in the buy.
CARD.md — the whole card: who it is, its laws, when it says no, what it carries · SKILL.md — the door your AI reads first · START-HERE.md — the first five minutes, for you
THE-DISCIPLINE.md — the guide in references/, in the card's own voice
scripts/identity.py — the machine: contrast · palette · scale · audit, standard library only, selftest 12/12
WITNESS.md + SELFTEST.md — every command on the record, as it printed · MANIFEST.md, every file hashed · AUDIT.md, the twelve checks
MY-LEDGER.md — the card's memory, on your own machine · TIN.md · LICENSE-NOTE.md · THE-CLAUSES.md · HOSTS.md
card.svg + card-machine.svg + card.json · card.html, the card as one offline file · the doors for ChatGPT, Gemini, Cursor, Claude Code and MCP hosts (rules/, system/, mcp/)
PROOF · SELFTEST 12/12 · 4 COMMANDS ON THE RECORD · WITNESSED IN CLAUDE 2026-10-10 · EDITION 1 · PUNCH 82542F70AB8C9AA37C0FDB02
ON EVERY DOOR · A CARD FOR YOUR AI, A FILE FOR YOUR COMPUTER
In Claude: turn on code execution under Settings › Capabilities, then Customize › Skills › + › Create skill, and upload the zip as it is — START-HERE.md in the box walks you through it, and tells you how to keep the ledger. In ChatGPT, Gemini and the rest: a Project, a GPT or a Gem with the card’s files attached and the short door in the box pasted as its instructions. The words run anywhere an AI reads Markdown; the machines run wherever the host runs Python. Witnessed in Claude only. The host marks →
Take it.
Nº 1088 PROPOSED — LAUNCHING SOON
Sold as is under the term printed. A card instructs an AI you operate; results depend on your model, your files and your judgement. Not medical, legal, tax or financial advice, never the person’s boss, and not a licence to practise. The terms →
One payment. The file is yours to keep and keeps working at its edition; new editions issued in the year after you buy reach you by email as replacement files. Tax is added at checkout where it applies. Nothing auto-renews.
A TERM, NOT A SUBSCRIPTION: NOTHING RENEWS ITSELF AND NOBODY IS CHARGED AGAIN. WHEN A TERM ENDS THE FILES STAY ON YOUR COMPUTER AND STAY READABLE — FREEZE, NOT LOSS.
THE MACHINE · IN THE OPEN · FROM THE WITNESSED RUN OF 2026-10-10
identity.py, every command showing its working.
A small Python program, standard library only. Your AI runs it; you can too. Every block below is pasted from the card’s own WITNESS.md, as printed.
contrast
the ratio and the lines it clears
palette
every pair, its ratio, and what it can carry
scale
the type scale in px and rem
audit
every colour used: ON, NEAR or OFF; the fonts declared
selftest
12 checks that prove the machine; it must print 12/12
contrast · THE RATIO AND THE LINES IT CLEARS
$ python3 scripts/identity.py contrast #767676 #FFFFFF
#767676 on #FFFFFF · 4.54 to 1 · carries BODY TEXT
body text AA CLEARS
large text AA CLEARS
marks and icons CLEARS
body text AAA BELOW
large text AAA CLEARS
contrast · THE RATIO AND THE LINES IT CLEARS
$ python3 scripts/identity.py contrast #F5C542 #FFFFFF
#F5C542 on #FFFFFF · 1.62 to 1 · carries DECORATION ONLY
body text AA BELOW
large text AA BELOW
marks and icons BELOW
body text AAA BELOW
large text AAA BELOW
(a palette of four written)
$ (a palette of four written)
palette · EVERY PAIR, ITS RATIO, AND WHAT IT CAN CARRY
$ python3 scripts/identity.py palette palette.txt
ink on paper 18.58 BODY TEXT
ink on accent 2.40 DECORATION ONLY
ink on sun 11.46 BODY TEXT
paper on accent 7.74 BODY TEXT
paper on sun 1.62 DECORATION ONLY
accent on sun 4.77 BODY TEXT
4 colours · 6 pairs · 4 carry body text
(a small site written with one drifted colour and one stranger)
$ (a small site written with one drifted colour and one stranger)
audit · EVERY COLOUR USED: ON, NEAR OR OFF; THE FONTS DECLARED
$ python3 scripts/identity.py audit site --palette palette.txt
ON #131313 (ink) · used 1 · first at a.css:1
ON #FFFFFF (paper) · used 1 · first at a.css:1
ON #4A3BC4 (accent) · used 1 · first at b.html:1
NEAR #4A3BC5 (near accent) · used 1 · first at a.css:2
OFF #FF0000 · used 1 · first at a.css:3
fonts: DM Sans ×1
5 colours used · 3 on the palette · 1 near it · 1 off it
THE NUMBERS, NAMES AND DATES IN THESE RUNS ARE THE STUDIO’S OWN EXAMPLES, INVENTED FOR THE RECORD; NO REAL COMPANY, PERSON OR PROPERTY IS NAMED.
QUESTIONS AT THE TABLE
Asked before the wire.
What does it need from me?
Palette <file> · what each pair carries. It asks first for the palette (name = #RRGGBB a line), the base type size, and the folder of the site or templates if there is one.
Does it send anything anywhere?
No. The machine is a standard-library Python program that runs on your own computer and sends nothing anywhere; the words run wherever an AI reads Markdown. No server, no account, no key.
What is on the record?
The self-test (12/12) and every command run on real example inputs, pasted into WITNESS.md as they printed; the punch on the face is the SHA-256 of SKILL.md, so a downloaded copy can be checked against this room.
Can it be wrong?
Yes — it is an AI reading a text file. Contrast is computed from the colours as written; a colour on an image, a gradient or a transparent layer is not what the formula sees, and must be checked where it sits. The audit reads hexadecimal and rgb() colours in .css, .scss, .html, .liquid and .svg files; colours set by script or named colours (red, navy) are not read. A system can clear every line and still be ugly — the eye decides that.
What will it never do?
It will never pass text under the reading line; never call a near colour the palette colour; never make a mark of someone else's.
