Pure neutral grays. No warmth, no yellow. Golden Gate red as the single real color. Moss for protocol/spec surfaces. Amber for live/active states.
02
Typography
Three voices. Strict roles.
Sans
Instrument Sans
400 / 500 / 600 / 700
Brand fidelity is infrastructure, not guidelines.
Headlines, body, card titles, descriptions. The primary voice. Emphasis via weight (400 → 600) and color (black → red).
Serif
Instrument Serif
400 regular + italic
Standalone editorial moments only.
Manifesto blocks, pull quotes, footer. Always its own line. Never inline with sans.
Mono
IBM Plex Mono
400 / 500 / 600 / italic
mydomain.com/.well-known/brand.md
Eyebrows, buttons, nav, code, protocol paths, wordmark. The infrastructure voice.
Scale
Display 48–80 / 500 / -0.035
Express and protect
H1 36–56 / 500 / -0.025
One Brand. Every agent.
H2 24–36 / 500 / -0.02
Brand fidelity at machine scale
H3 18–22 / 600 / -0.01
A spec, not a SaaS
Body 16–17 / 400 / 1.6
AI agents are writing your copy, buying your media, and describing you to your customers. None of them know who your brand is.
Eyebrow 10–11 / mono 500 / 0.12
What you get · How it works · BCP v0.4
Code / path 14 / mono 400 / 0.02
.well-known/brand/voice.md
Emphasis — no serif needed
Color
Brand fidelity is infrastructure, not guidelines.
Weight
Brand fidelity is infrastructure, not guidelines.
Line break + scale
Brand fidelity is infrastructure. Not guidelines.
Color + weight
Brand fidelity is infrastructure, not guidelines.
03
Identity
Mark + wordmark.
Wordmark
encoded_brands
encoded_brands
encoded_brands
8-dot braille "E" mark. Dots r=34 on a 3×3 grid (minus one). Works on white, black, red, and contained (favicon). Red underscore in wordmark = structural punctuation.
04
Components
The grid is the design.
Navigation
encoded_brands
DocsPricingRegistryEncode your brand →
ƒ
How it works · Encoded
Unpacking...
Nav spec: Height 52px. Flex row, space-between. Logo: mark 20px + mono 13px/600. Links: mono 11px/400, color #6B6B6B. CTA: mono 11px/500, bg #0A0A0A, no radius. Red rule: 2px #C03614 full width.
Hero
Encoded Brands · Est. 2026
Encoder is live · BCP v0.4
Express and protect
your brand
in the age of the agent.
AI agents are writing your copy, buying your media, and describing you to your customers. None of them know who your brand is.
Start for $499/mo →Read the protocol
Hero spec: Flex row. Left rail: 56px, bg #0A0A0A, vertical text mono 9px. Red bar: 3px × 40px. Main: padding 40px 36px. Headline: sans 48px/500, -0.035em, line-height 0.92. Emphasis line: weight 600 + color #C03614. Body: sans 15px/400, color #6B6B6B, max-width 380px. Buttons: mono 12px/500, no radius.
Section header
02
What you get
One Brand. One voice. Every agent.
Section header spec: 0.5px border, no radius, padding 40px 36px. Ghost numeral: mono 64px/600, color #EBEBEB, decorative only. Eyebrow: mono 10px/500, 0.12em, uppercase, #9C9C9C. Headline: sans 36px/500, -0.025em, line-height 1.0. Emphasis: color #C03614 only. Mobile: stack vertically.
Three-column grid
01 — Your brand
Your brand, encoded.
A versioned, machine-readable expression of your voice, values, boundaries, claims, and positioning.
02 — Where agents look
Published where agents look.
Hosted on your domain or through our Registry runtime. Agents get one source of truth.
03 — From day one
Working from the moment it ships.
Internal agents, media platforms, vendor tools, and consumer AIs reference the same source.
Grid spec: CSS grid 1fr 1fr 1fr, gap 0. Single outer border 0.5px #EBEBEB, no radius. Column dividers: border-right 0.5px. Eyebrow: mono 10px/500, 0.1em, uppercase, color #C03614, format "01 — Label". Title: sans 20px/600. Rule: 0.5px #EBEBEB. Body: sans 13px/400, #6B6B6B. Mobile: stack to 1 column.
Manifesto block
The brand deck rotting on a shared drive is the antagonist of this decade. Your agents can't read it. So your customers can't feel it.
Manifesto spec: Bg #0A0A0A, no radius. Red bar: absolute, left 0, width 4px, height 100%, #C03614. Padding: 56px 48px 56px 52px. Text: Instrument Sans 30px/500, white, line-height 1.25, -0.02em. One paragraph. Turn phrase colored #C03614 via span. No font change, no weight change — color only.
Process steps
01
Run the Encoder
Pay once, upload what you have, and answer a focused interview. Encoder extracts the signal and writes your first BCP file tree.
02
Sharpen against the corpus
The draft is scored, refined, and checked for weak claims, vague voice rules, and missing boundaries before you trust it.
03
Connect your AI tools.
Your BCP is ready to use. Point your AI tools to it and they'll read your brand context before they write, classify, support, or summarise. Experiment, see what improves, and come back to refine as your brand evolves. There's no final version — monthly plan members can update or re-encode whenever they need to.
Steps spec: Outer border 0.5px, no radius. Each step: flex row. Number column: flex 0 0 80px, centered, border-right 0.5px. Number: mono 11px/500, #C03614. Content: flex 1, padding 24px 28px. Title: sans 20px/600, -0.02em. Body: sans 14px/400, #6B6B6B. Dividers: border-bottom 0.5px.
Protocol block
BCP file tree
brand.md
voice.md
values.md
boundaries.md
claims.md
representation.md
Hosted at
yourdomain.com/.well-known/brand.md
Seven markdown files. Versioned in Git. Served at a well-known URI. The same pattern as robots.txt, security.txt, and AGENTS.md — but for brand.
Code blocks
BCP authoring promptfree · any AI
You are helping me author a Brand Context Protocol (BCP) for my brand. A BCP is a set of markdown files that describe my brand in a way AI agents can read.
Your job: interview me for about 15 minutes, then produce a complete BCP tree as seven markdown files I can publish at mydomain.com/.well-known/brand.md.
brand.mdmarkdown
---
name:Encoded Brands
tagline:Express and protect your brand in the age of the agent.
spec:BCP v0.4
---
# Brand Context Protocol
Encoded is a brand consultancy and protocol company.
File tree/.well-known/
brand.md
brand/
voice.md
values.md
boundaries.md
claims.md
representation.md
Code block spec: Red offset shadow (featured + standard): Wrapper: position relative, padding-right 12px, padding-bottom 12px. Shadow layer: position absolute, top 12px, left 12px, right 0, bottom 0, background #C03614. Code block: position relative (sits on top of shadow). This creates a solid-color offset that gives dimensionality without drop shadows — the red peeks out on the right and bottom edges.
Header bar: Background #1A1714 (slightly lighter than body). Padding 8–10px 20px. Left label: mono 10–11px, weight 500–600, letter-spacing 0.1em, uppercase. Amber (#B87A1A) for featured prompts, gray-600 for standard. Right label: mono 10px, gray-600. Divider: border-bottom 0.5px solid #333.
Body: Background #0A0A0A, padding 20–28px 24px. Font: IBM Plex Mono 13–14px, line-height 1.75–1.8. Colors: white for filenames/headings, #D4D4D4 for body, #9C9C9C for secondary, #6B6B6B for delimiters, #B87A1A for YAML keys. Indent: 20px per level.
Minimal variant (no shadow): For inline/embedded code in split layouts or docs pages where the shadow would compete. Same header + body, no wrapper offset.
Buttons
Start for $499/mo →Read the protocolUse the free prompt →
CopywritingCreative genMedia buyingReview and approval
05
Design principles
The rules.
No border-radius
Square corners everywhere. Buttons, cards, containers. Rounded corners signal friendly. Square corners signal precision.
Red as structure
Golden Gate red (#C03614) is a structural element — nav rule, manifesto bar, section accents, the underscore. Not decoration.
Grid lines, not shadows
Shared borders define containers. No card isolation, no drop shadows, no hover puffs. The structure is the design.
Serif never shares a line
Instrument Serif in standalone blocks only — manifesto, pull quotes, footer. Never inline with sans. The inline serif italic accent is the #1 Claude design tell.
Three voices, strict roles
Sans = information. Serif = argument, standalone. Mono = protocol, infrastructure, UI. Never more than two in one block.