{
  "name": "FareRx Brand Identity",
  "version": "2.0",
  "date": "2026-04",
  "tagline": {
    "text": "Food is Medicine.",
    "rules": ["The period is required.", "Set in Playfair Display Italic.", "Never bold.", "Never all-caps."]
  },
  "overview": {
    "headline": "Member hospitality is the engine.",
    "description": "FareRx delivers medically tailored groceries and clinical nutrition services to health plan members. We treat every member like family. That emotional connection builds trust. Trust drives adherence. Adherence delivers outcomes.",
    "principles": ["Food First", "Member Hospitality", "Outcomes Over Everything", "Clinical Credibility"]
  },
  "logo": {
    "concept": "A rounded rectangle containing a stylized F, referencing a prescription label, a cutting board, and a doorstep.",
    "canonicalWordmarkFont": "Charoe Bold",
    "webSubstitute": "DM Sans",
    "rules": ["Use the full lockup wherever space allows.", "Use the mark alone at 20px or larger in tight spaces.", "Maintain clear space equal to the mark width.", "Do not rotate, distort, shadow, cover, or rebuild the mark.", "Do not place the full-color logo directly on photography."]
  },
  "colors": {
    "brandYellows": {
      "gold": "#FCE38A",
      "goldDeep": "#FBD758",
      "goldLight": "#FDEFBC",
      "goldMist": "#FEF8E0"
    },
    "brandDarks": {
      "black": "#000000",
      "ink": "#111111",
      "inkSoft": "#2A2A2A"
    },
    "warmNeutrals": {
      "cream": "#EDEBE4",
      "creamLight": "#F5F3EE",
      "border": "#D8D4CC",
      "graphite": "#4A4540",
      "ash": "#8B8680"
    }
  },
  "typography": {
    "display": { "family": "Playfair Display", "uses": ["headings", "tagline", "pull quotes", "hero text", "deck titles"] },
    "body": { "family": "Plus Jakarta Sans", "uses": ["paragraphs", "UI text", "descriptions", "navigation", "buttons"] },
    "wordmark": { "family": "Charoe Bold", "webSubstitute": "DM Sans", "uses": ["logo wordmark", "lockup"] },
    "mono": { "family": "JetBrains Mono", "uses": ["CPT codes", "section labels", "metadata", "tokens", "badge text"] }
  },
  "voice": {
    "principles": ["Hospitality over clinical", "Lead with the proof", "Direct, never soft", "The system is broken. Say it.", "Food is personal", "Respect people’s intelligence"],
    "avoid": ["leverage", "delve", "it’s worth noting", "in today’s landscape", "revolutionize", "utilize", "synergy", "holistic", "stakeholder", "optimize", "seamless"],
    "terminology": "Use patient on patient-facing care journeys. Use member for enrolled plan participants and member-reported program data."
  },
  "components": {
    "buttons": "Always pill-shaped. Three variants. One primary CTA per page.",
    "outcomesCard": "Muted mono metrics in the left column; full-weight human-readable results in the right column."
  },
  "copyCompliance": {
    "approvedCoverageModel": "Fresh groceries included. Expert care, covered by your insurance.",
    "benefitsQualifier": "We verify your benefits before you begin.",
    "rules": ["Never promise personalized coverage, eligibility, price, $0 cost, or pay nothing before verification.", "Use HIPAA-compliant, never HIPAA-safe.", "Use offers for capabilities when active contracts or enrollment are not established.", "Do not use bill or billing in member-facing copy.", "Verify outcomes, operational, service-speed, partner, and clinical claims before publishing."]
  },
  "verifiedFacts": ["120,000+ grocery bags delivered", "15,000+ members served", "99.7% delivery success rate", "4.9 / 5 member satisfaction", "SOC 2 Type II certified", "HIPAA-compliant"],
  "links": {
    "humanGuide": "https://farerx.com/brand",
    "plainText": "https://farerx.com/brand-context.txt"
  }
}