Twenty-four things
the brand never does.
A consolidated reference of every misuse the system rejects. Cross-referenced to the relevant chapter. If you find one of these in the wild, it's a defect, not a stylistic choice.
The lockup is not a flexible mark.
Only legal grounds: paper, ink, peacock drenched band.
The italic axis is intentionally not loaded. Banned.
Only the i-tittle and trailing stop are clay. Never the word.
Top voice is lowercase, light, 34% cap-height. Period.
Without clay tittle and stop, it is not the wordmark.
The wordmark stands alone. Always.
Six combinations the system refuses.
Every neutral tints toward warm-earth. Cool greys read as a different brand.
Solid surfaces only. No mesh. No 3D blobs.
Clay is the accent. Type renders in a single colour.
A whole paragraph in clay reads as shouting in a library.
One Voice Rule: ≤10% of any screen.
One of the most-flagged AI-slop tells. Banned.
Peacock exists only as a full-bleed ground.
Five things that ruin the typography immediately.
The axis is not loaded. Emphasis = colour + weight.
An AI-slop tell. Use comma, colon, semicolon, period, or parens.
The brand is confident, not excited. Anywhere.
Overused. The brand has two licensed faces, by design.
Tabular numerals always. Misalignment in tables fails inspection.
Stroke-continuity rule: bump weight on coloured text.
Patterns the brand outgrew.
Eighteen feature tiles. The brand says one thing per section.
Big number / small label / supporting stats. Anywhere.
Colour and border do the work. Never scale, never rotate.
Wrong category. The brand is editorial-typographic.
Slow, exponential, never bouncy. The brand does not wink.
Backdrop-filter only on the Floating CTA and TopMark chip.
Words that signal a different category.
Don't write
- "Unlock the power of UGC."
- "Harness the voice of your customers."
- "Revolutionary AI-powered platform."
- "Game-changing review automation."
- "32 Best Strategies for Reviews in 2026."
- "At the intersection of AI and commerce."
Write instead
- "Reviews get quoted by ChatGPT."
- "Your customers' words, indexed."
- "Software that does loud work, quietly."
- "Sixty seconds to switch over."
- "Nine practices, none of them new."
- "Between the buyer and the answer engine."
One question, applied to every screen.
If a screen could appear unchanged on Yotpo, Trustpilot, or Stamped, it has failed.
The brand earns its space by refusing to look like its category. Editorial typography. Paper-on-ink restraint. A single accent used sparingly. Connective chrome set in tracked smallcaps. None of those are decorative; they are the brand's evidence that it is something different.