The PTR Design Kit & brand guidelines

Content fundamentals

Voice — competitive, plain-spoken, results-driven

The brand pulls from team-sports vocabulary and writes with the confidence of a team that has been on the field — never apologetic, never selling pity. The audience is anxious and shopped-around, so the writing meets them with steadiness, not flash. Tone shifts by audience: warm and plain with prospects; blunt, athletic and urgent with staff.

No excuses. No blame. We own the outcome. Full preparation. Full focus. No jargon. No black boxes. Straight answers. If it matters, we move now.The canonical rhythm — Values page

• Sentence structureShort. Stacked. Declarative. Periods do the rhythm work; no em-dashes.
• CasingSentence case for headlines and body. Title Case for named values and button labels ("Protect the Client"). All-caps only for tiny Outfit technical labels.
• "We" and "you"First-person plural about the firm, second-person to the prospect. Never "I", never "the company".
• Numbers brag plainly"$165 million in Tax Debt Saved in 2024". "140+ Employees". The figures are the marketing — no fluff around them.
• Jargon is bannedWhen tax terminology is unavoidable (Offer-in-Compromise, CSED), define it in plain language nearby.
• EmojiOff-limits in production copy and UI.

Visual foundations

A weighted color palette

The colors are intentionally not equal: 70% black, white and warm-grey carry every page; 25% PTR Green anchors trust, mission and values; 5% PTR Orange. The brand doc's own words: "It's a referee flag — it's used to draw attention and then gets out of the way." In product, DaisyUI semantic roles and eight case-status colors carry the information.

Visual foundations

Type — four families, one job each

Inter does everything from 96px display to 12px meta. Newsreader italic gives the prospect-voice a softer, human register in pull-quotes. Source Code Pro handles code and technical readouts. Outfit is reserved for tiny industrial labels at 1em tracking.

Visual foundations

Spacing, radii & elevation

Brand-deck pages are 1920×1080 with a 36px outer margin; product surfaces run an 8-pt scale. Radii come straight from the tokens — 4px fields, 8px boxes; anything bigger reads off-brand. Shadows are restrained and flat-ish: three steps, no glow, no color.

Product

Components — DaisyUI, themed PTR

Component shapes follow DaisyUI v5's class API and are themed entirely by tokens — zero hardcoded values, hovers derived with color-mix. The full interactive product surface (PTR Tax Prep case workspace) lives at ui_kits/product; its roadmap is Product Surface Plan.

Accessibility

Contrast — measured, not estimated

WCAG 2.1 AA is the bar: 4.5:1 for normal text, 3:1 for large text and non-text. Three rules carry it. Text is ink, graphite, base-400 for meta, or PTR Green — never orange (3.3:1), never coral (2.1:1). Orange fills always carry dark text (ink on orange 5.1:1; white on orange 3.3:1 fails). Status text uses the eight --case-{group}-bg/-fg pairs, which all clear AA — the raw DaisyUI success (3.58:1) and info (4.45:1) pairs are for fills and large text only. On dark, green text is --ptr-green-bright (8.9:1), never --color-primary (2.38:1). The card below recomputes every ratio from the live tokens, so it cannot go stale.

Brand

Logo & brand assets

One mark: the single-stroke flag glyph, in horizontal, stacked, wordmark and symbol lockups. Clear-space is A/3 — a third of the cap-height — on all four sides. Single-color flat is the default. Photography is real, warm and grainy; never stock-shiny.

Brand

Download logo assets

The official logo kit, consumed from PriorityTaxRelief-Development/ptr_logo. The four vector masters ship in the npm package (assets/logo-kit/svg/); the high-res PNG exports, favicon set, BIMI mark and social covers live in this repo (assets/logo-kit/) so the package stays lean. Click any tile to download.

Templates

Brand-deck slides

1920×1080 layouts recreating the Brand Guides deck — headlines top-left, 36px margins, footer rule with section name. Open any slide full-screen from the slide gallery.

Iconography

The flag, then Lucide

• The flag glyph is the only branded markBullet, list-marker, milestone callout, wayfinding chip — package/assets/logo/ptr-flag-*.svg.
• All other UI icons: LucideDefault 1.5–2px stroke; harmonizes with Inter's geometry. Color with currentColor.
• Orange is not for iconsIt's reserved for the flag and for drawing attention, then getting out of the way.
• No emoji, no unicode-character icons▼ ▲ ★ ✕ are banned — use real SVG.

Consumption

One package, everything in it

Everything above is generated from one canonical token file and is served straight from the public design-kit repo via jsDelivr — pin a tag, link a layer; no registry, no auth. Full docs in the package README; rollout and worklog in the Consumption & Source-of-Truth Plan.

<!-- pin a tag — no install, no auth -->
<link rel="stylesheet" href="https://cdn.jsdelivr.net/gh/PriorityTaxRelief-Development/design-kit@v0.2.0/package/theme.css">