Brand Specs

Brand Identity — Core Specification
pro.perty.ID
Sheet 01 · Wordmark · Palette · Usage
pro.perty.ID
pro.pertyone color — ink on light, white on dark; the object your identity attaches to
First dotplain round period, same color as pro.perty
.ID — always redthe second dot joins ID in red: reads as identity, and as a platform namespace (cf. .NET)

Two forms, one rule

Stylized pro.perty.ID — capital ID — for logos & marketing.

pro.perty.id · lowercase for URLs & code
Red is identity. It sits on .ID in the mark (second dot + letters) and the word ID in copy — never on “pro,” never on the first dot. One meaning, one place.
The red .ID reads three ways. It is a URL — .id is a real TLD, so the mark reads as a domain. To technical audiences that domain signals a platform with an API (cf. .NET). To members it says identity — your gear is your ID. One color, three true readings. (A future “PRO” campaign adds prefix emphasis, post-community.)
01  PALETTE
Identity Red
#C8102E
The ID, the word “ID,” accents — identity only
Ink
#1A1A1A
pro.perty, dots, headings, body (on light)
Mid Gray
#6B6B6B
Captions, metadata, secondary structure
Paper
#FCFCFB
Light ground — warm white, never stark #FFF
02  TYPOGRAPHY
Wordmark & Display
System stack · 800 · tracking -2%
-apple-system, system-ui, Segoe UI, Roboto…
Your gear is your ID
Body
Same system stack · 400/600 · 1.5 line
Registered, timestamped, provable — the record travels with the member, not the platform.
Why the system stack
Renders San Francisco on Mac/iPhone, Segoe UI on Windows, Roboto on Android — metrically compatible, native everywhere, zero font files.
perty.ID
The tribe layer · the hub
perty.id — a tribe of people sharing similar gear. Community, discovery, the shared board.
pro.perty.ID
The personal layer · the product
pro.perty.id — your own gear, registered and provable. Same brand, one elevation deeper.
pro.perty.ID
Primary · on paper
pro.perty.ID
Reversed · on ink
perty.ID
Tribe mark
pro.perty.IDbeta
With beta tag

✓ Do

  • Keep .ID red (second dot + letters), capitalized, on every ground
  • Set pro.perty one color: ink on light, white on dark
  • Keep dots round & plain; first dot inherits ink, second dot is red with ID
  • Set beta superscript, lowercase, muted

✗ Don’t

  • Don’t put red on “pro” or the first dot — red is the .ID unit only
  • Don’t lowercase the ID or capitalize the prefix
  • Don’t stretch, outline, gradient, or shadow the mark
  • Don’t use the stylized form in a URL or code — lowercase there
Your gear is your ID.
pro.perty.ID · Brand Sheet 01 · v2
Brand Identity — Verbal & Voice
pro.perty.ID
Sheet 02 · Voice · Tags · Certification
The anchor line
Your gear is your ID.
The one line that carries the whole thesis — property becomes identity. Always available, always on-brand. The red sits on ID exactly as it does in the mark. Use it as the default; everything else on this page is a register beneath it.
#YourGearIsYourIDprimary social tag
#SureIsPertyplayful social tag
YGIYIcompact utility mark — internal / tight spaces, not spoken
01  THE PLAYFUL REGISTER
Sure is perty.
Warm, knowing, community-facing. A wink at the name. Use in social, member moments, delight copy — a reply to a great gear photo, a caption, a sticker.
Perty good.
Understated approval. The everyday compliment — a listing, a kit, a clean inventory. Own the phrase and you own PertyGood (the handle/tag) for free.
02  WHEN TO USE WHICH

Anchor line — investor, insurer, first-touch, anywhere the brand is explaining itself. The serious promise.

Playful register — member-to-member, social, delight. Never in a legal, insurance, or trust-critical context — casual voice undercuts the credibility the registry is selling.

Hashtags — #YourGearIsYourID leads; #SureIsPerty for lighter community moments. One tag per post — don’t stack.

The rule — the further from money and trust, the more playful the voice can go. Near either, return to the anchor.

Perty
✓
CERTIFIED

Emerging certification mark

Perty Certified

Not a slogan — a seal. Applied to gear whose provenance is verified through the registry: a certified item is one a buyer, renter, or insurer can trust. This is the voice element with product weight — it ties verbal identity to the network-of-record thesis.

Requires a defined standard before public use — what “certified” verifies (ownership, provenance, condition, signed inventory) must be specified and consistent. Treat as a program, not a phrase.
Your gear is your ID.
pro.perty.ID · Brand Sheet 02 · v1