CoreThe red signal
Rule One per surface: marker square, red field or red numeral. 2.4% of width as a square.
When Always — it is the brand’s punctuation.
Never Two red events; bullets; decoration.
CoreLight → Bold type
Rule Light lead-in, one Bold phrase.
When Every headline.
Never All-bold, all-caps, two bold phrases.
CoreLight sign-off
Rule Symbol (on a plate on dark/photo) + one short line, bottom-start.
When Organic posts, hero photos, editorial.
Never Next to an info block (one signature only).
OptionalInfo block
Rule Symbol · service · place · detail · CTA on the bottom edge.
When Ads, service posts, carousel cover/CTA, documents, signage bases.
Never Photo hero, occasion greetings, inner slides.
OptionalInformation chips
Coffee cornerLoungeAvailable now
Rule Rectangular, 2 px radius, max 3–4, one “● available”.
When Amenities and availability on photos, UI, video.
Never Invented amenities; over faces or key architecture.
OptionalSpec cells
Rule 2–4 cells of real facts; one may carry the marker.
When Service and pricing facts, proposals.
Never Brand, mood and occasion posts.
SpecialistDimension line + service plan
Rule Real values only (seats, people, m², hours). One per surface.
When Capacity, layout, size or route is the message (Mode C).
Never As texture, background, or on branch mood content.
SpecialistFrame / title block
A title block, on documents.
Rule Hairline at the 1/20 margin.
When Documents, proposals, signage panels, specific editorial sets.
Never As a default on social posts.