Canonical — ADR-0001

The Bobby Link brand system

Signal Junction is the canonical direction. Blue is fixed routing infrastructure; coral is the active signal being routed.

Principle and decision

Selected by Alex (Product Owner) on 2026-08-26: Refinement 2 — Signal Junction.

The idea

A junction is where routing is decided. Two blue rails converge on a blue platform bar — fixed infrastructure that does not move. A solid coral triangle leaves that platform: the signal being routed. Bobby Link is the infrastructure; your link is the signal.

Coral is structural, not decoration: remove it and the mark loses the thing being routed, leaving only track.

Superseded work (kept as evidence)

Candidate 1 — The Junction (superseded by its refinement round)
Candidate 2 — Relay (rejected)
Candidate 3 — Threshold (rejected)
Junction Refinement 1 — Dual Route Junction (rejected)
Junction Refinement 3 — Unified Junction (rejected)

Original candidates Refinement round 1

The mark

One geometry, four renditions. Nothing is redrawn per context.

Lockup — light

Lockup — reversed

Stacked

Legibility down to 16px

48px

32px

24px

16px

32px ink

24px ink

16px ink

Clear space and minimum sizes

Minimum clear space on all four sides equals the height of the coral signal head (X). For the horizontal lockup X = 62.5% of the symbol height; for the symbol alone X = 62.5% of its height.

Minimum reproduction sizes by context
Context	Minimum	Note
Symbol, screen	16px	Verified legible in full colour and true monochrome.
Symbol, print	6mm	Below this the signal channel closes up.
Horizontal lockup, screen	120px wide	Below this use the symbol alone.
Horizontal lockup, print	32mm wide	—
Stacked lockup, screen	96px wide	—
Email header PNG	160–200px rendered width	180px recommended.

Correct and incorrect use

Do

Use the horizontal lockup as the default; reach for the symbol only when width is constrained.
Keep the coral signal head coral in every full-colour rendition — it carries the meaning.
On dark surfaces use the reversed rendition, not the full-colour one.
Use a single-ink rendition when the reproduction cannot hold two colours.
Respect the clear space and the minimum sizes.
Always ship an alt text of "Bobby Link" (or "Bobby Link symbol" for the mark alone).

Do not

Do not recolour the signal head to blue, or the rails to coral — it inverts the brand principle.
Do not add gradients, shadows, glows, outlines or bevels to the mark.
Do not rotate, skew, stretch or re-space the lockup; scale it proportionally.
Do not place the full-colour mark on a mid-tone or busy photographic background.
Do not rebuild the wordmark in live text — use the outlined asset.
Do not use the retired candidates or refinements 1 and 3 anywhere in product.

Palette

Every colour has one job. Derived values exist only where a base value failed WCAG AA as text.

Link Blue
#245BFF
Fixed routing infrastructure. Rails, platform, primary action.
Link Blue Light
#5B8CFF
Derived. Blue for text and marks on Near Black.
Signal Coral
#FF4D35
The routed signal. Structural accent, never decoration.
Signal Coral Ink
#D32B14
Derived. Coral used as text on Cold White.
Near Black
#080A0F
Primary ink and dark surface.
Cold White
#F5F7FB
Primary surface and reversed ink.
Steel
#778197
Non-text structure: hairlines, dividers, disabled shapes.
Steel Ink
#5A6478
Derived. Secondary text on Cold White.
Steel Ink Dark
#8A94A8
Derived. Secondary text on Near Black.

Semantic tokens

Product UI references these token names. Raw hex never appears in components.

Semantic design tokens
Token	Value	Role
--bl-surface	#F5F7FB	Default page surface
--bl-surface-raised	#FFFFFF	Cards and raised panels
--bl-surface-inverse	#080A0F	Inverted sections, footer, dark proofs
--bl-text	#080A0F	Primary text on light surfaces
--bl-text-secondary	#5A6478	Secondary text on light surfaces
--bl-text-inverse	#F5F7FB	Primary text on inverse surfaces
--bl-text-inverse-secondary	#8A94A8	Secondary text on inverse surfaces
--bl-action	#245BFF	Primary action, links, focus ring
--bl-action-text	#F5F7FB	Text on the primary action
--bl-signal	#FF4D35	Routed-signal accent shapes
--bl-signal-text	#D32B14	Signal colour when used as text on light
--bl-border	rgb(119 129 151 / 34%)	Hairlines and card borders
--bl-structure	#778197	Non-text structural shapes

Contrast evidence

Ratios computed with the WCAG 2.1 relative-luminance formula against the exact hex values, not sampled from pixels.

Measured contrast ratios and AA outcomes
Foreground	Background	Ratio	AA normal	AA large	Note
Near Black #080A0F	Cold White #F5F7FB	18.46:1	Pass	Pass	Primary body text.
Steel Ink #5A6478	Cold White #F5F7FB	5.55:1	Pass	Pass	Secondary text.
Link Blue #245BFF	Cold White #F5F7FB	4.88:1	Pass	Pass	Links and action text.
Signal Coral Ink #D32B14	Cold White #F5F7FB	4.75:1	Pass	Pass	Coral as text on light.
Signal Coral #FF4D35	Cold White #F5F7FB	3.08:1	Fail	Pass	Fails AA for normal text. Clears AA large text mathematically, but brand policy still prohibits coral as text on light — use Signal Coral Ink #D32B14. Shapes only.
Steel #778197	Cold White #F5F7FB	3.65:1	Fail	Pass	FAILS as normal text. Structure only.
Cold White #F5F7FB	Near Black #080A0F	18.46:1	Pass	Pass	Inverse body text.
Steel Ink Dark #8A94A8	Near Black #080A0F	6.49:1	Pass	Pass	Inverse secondary text.
Link Blue Light #5B8CFF	Near Black #080A0F	6.26:1	Pass	Pass	Links on dark.
Signal Coral #FF4D35	Near Black #080A0F	6.00:1	Pass	Pass	Coral is usable as text on dark.
Cold White #F5F7FB	Link Blue #245BFF	4.88:1	Pass	Pass	Primary button label.
Near Black #080A0F	Signal Coral #FF4D35	6.00:1	Pass	Pass	Ink on a coral chip.

Typography

Bobby Link loads no external webfont. The interface uses the platform sans stack so that type renders instantly, survives offline and email contexts, and never introduces a third-party font request.

The wordmark is not live text. It is outlined vector geometry generated once from Noto Sans (Regular for 'Bobby', ExtraBold for 'Link', −3.5% tracking), so no exported asset depends on a font being installed.

Display — Bobby Link
clamp(2.5rem, 6vw, 4rem) · 600 · Homepage hero heading
H1 — Bobby Link
clamp(2rem, 4vw, 3rem) · 600 · Page title, one per page
H2 — Bobby Link
1.5rem · 600 · Section heading
H3 — Bobby Link
1.125rem · 600 · Sub-section heading
Body — Bobby Link
1rem · 400 · Default body copy, min 16px
Small — Bobby Link
0.875rem · 400 · Secondary and metadata text

If a future brand webfont is introduced it must be declared with font-display: swap and the platform stack must remain the final fallback. Email and receipt output must never depend on a downloaded font.

Asset library

62 generated assets, every one produced from the same vector geometry. Manifest version 2.0.0.

Download the PDF brand book · Download the machine-readable manifest (JSON)

Lockups

Default identity. Use these unless width forces the symbol alone.

/images/bobby-link-logo-mono-black.png

Single-ink logo for documents, stamps and fax-grade output.

PNG · 960×220px · mono-black · transparent

Path	Size	Use
/images/bobby-link-email-logo-dark.png	360×83px	Email header for dark-mode clients and dark email templates.
/images/bobby-link-email-logo-dark.svg	scalable	Email header for dark-mode clients and dark email templates.
/images/bobby-link-email-logo-dark@2x.png	720×165px	Email header for dark-mode clients and dark email templates.
/images/bobby-link-email-logo-light.png	360×83px	Email header on a light card background.
/images/bobby-link-email-logo-light.svg	scalable	Email header on a light card background.
/images/bobby-link-email-logo-light@2x.png	720×165px	Email header on a light card background.
/images/bobby-link-email-logo-mono.png	360×83px	Monochrome fallback where brand colour is stripped.
/images/bobby-link-email-logo-mono.svg	scalable	Monochrome fallback where brand colour is stripped.
/images/bobby-link-email-logo.png	360×83px	Email header logo. Render at 180 CSS px wide (max 200).
/images/bobby-link-email-logo.svg	scalable	Email header logo. Render at 180 CSS px wide (max 200).
/images/bobby-link-email-logo@2x.png	720×165px	Email header logo. Render at 180 CSS px wide (max 200).
/images/bobby-link-receipt-logo-grayscale.png	600×119px	Grayscale proof: legibility check when colour is dropped.
/images/bobby-link-receipt-logo-mono-print.png	2400×474px	True-black single-ink receipt logo for thermal and laser output.
/images/bobby-link-receipt-logo-mono.png	600×119px	True-black single-ink receipt logo for thermal and laser output.
/images/bobby-link-receipt-logo-mono.svg	scalable	True-black single-ink receipt logo for thermal and laser output.
/images/bobby-link-receipt-logo-print.png	2400×474px	Receipts and invoices on white stock or PDF.
/images/bobby-link-receipt-logo-reversed.png	600×119px	Reversed receipt logo for dark receipt templates.
/images/bobby-link-receipt-logo-reversed.svg	scalable	Reversed receipt logo for dark receipt templates.
/images/bobby-link-receipt-logo.png	600×119px	Receipts and invoices on white stock or PDF.
/images/bobby-link-receipt-logo.svg	scalable	Receipts and invoices on white stock or PDF.

The Bobby Link brand system

Principle and decision

The idea

Superseded work (kept as evidence)

The mark

Legibility down to 16px

Clear space and minimum sizes

Correct and incorrect use

Do

Do not

Palette

Semantic tokens

Contrast evidence

Typography

Asset library

Lockups

Symbols

Wordmarks

Email logos

Receipt and print logos

Icons

Social

Email and receipt logos

Governance and editability

Decision record

Future writable settings