# Scripter Brand Identity

**Version:** 1.0  
**Date:** April 24, 2026  
**Owner:** CMO

---

## Product Name: Scripter

### Name Rationale

**Scripter** is the definitive name for our screenwriting platform. The name:

- **Clear category signal**: Immediately communicates "screenplay writing software"
- **Professional credibility**: Matches industry terminology (screenwriters are "scripters")
- **Memorable & concise**: One syllable, easy to spell, globally pronounceable
- **Domain availability**: scripter.app, scripter.io, getscripter.com available
- **Trademark clear**: No direct conflicts in software category

### Positioning Statement

**"Write screenplays faster, collaborate better, ship anywhere."**

Scripter is the modern screenwriting platform for professionals who demand speed, collaboration, and creative freedom. Built on a single codebase (Tauri + SolidJS) delivering native-feeling desktop apps and a blazing-fast web experience.

---

## Tagline

### Primary Tagline

**"Write Faster."**

Short, memorable, and speaks directly to the core benefit. Works across all channels:

- Website hero: "Scripter — Write Faster."
- Social bio: "The modern screenwriting platform. Write Faster."
- App store: "Scripter: Write Faster."

### Secondary Taglines (Context-Specific)

| Context | Tagline |
|---------|---------|
| Collaboration features | "Write together, in real-time." |
| Performance messaging | "Faster than Final Draft. Smarter than WriterDuet." |
| AI features | "Your AI co-writer, built in." |
| Pricing page | "All the power. None of the bloat." |

---

## Logo Specification

### Existing Logo Asset

**File:** `/home/mike/code/scripter/src/assets/logo.svg`

**Description:** Abstract geometric mark featuring layered shapes in blue gradient tones, suggesting:
- Pages of a screenplay
- Forward momentum (upward angle)
- Creative flow (organic curves within geometric structure)

### Color Palette

| Name | Hex | Usage |
|------|-----|-------|
| Scripter Blue (Primary) | `#518ac8` | Primary brand color, CTAs, links |
| Sky Blue (Light) | `#76b3e1` | Gradients, backgrounds, highlights |
| Deep Blue (Dark) | `#1a336b` | Text, borders, dark mode backgrounds |
| Light Cyan (Accent) | `#dcf2fd` | Hover states, subtle backgrounds |

### Typography

**Primary Font:** System stack (SF Pro on macOS, Segoe UI on Windows, Inter fallback)

**Rationale:**
- No web font loading = faster perceived performance
- Native feel on each platform
- Excellent readability for long-form writing

**Fallback Stack:**
```css
font-family: -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Helvetica, Arial, sans-serif;
```

### Logo Usage Rules

1. **Clear space:** Minimum 1x logo height on all sides
2. **Minimum size:** 24px height for digital, 0.5" for print
3. **Backgrounds:** Use white or Deep Blue backgrounds only
4. **No effects:** No drop shadows, gradients, or distortions

### File Formats

| Format | Location | Usage |
|--------|----------|-------|
| SVG | `/src/assets/logo.svg` | Web, app, scalable print |
| PNG (transparent) | `/public/logo.png` | Social media, presentations |
| ICO | `/public/favicon.ico` | Browser favicon |
| ICNS | Tauri build | macOS app icon |

---

## Brand Voice

### Personality Traits

| Trait | Description | Example |
|-------|-------------|---------|
| **Confident** | We know our product is better | "The last screenwriting tool you'll need." |
| **Direct** | No marketing fluff | "$7.99/month. Cancel anytime." |
| **Creative** | Speak to writers' aspirations | "Your next great scene starts here." |
| **Technical** | Respect our audience's expertise | "Built on Tauri + SolidJS for native performance." |

### Tone by Channel

| Channel | Tone | Example |
|---------|------|---------|
| Website | Professional, benefit-focused | "Real-time collaboration. Zero latency." |
| Social Media | Conversational, witty | "Final Draft costs $199. We cost less than your monthly coffee habit. ☕" |
| Email | Helpful, personal | "Here's how to get the most out of Scripter." |
| Documentation | Clear, technical | "Import Final Draft XML: File → Import → Select .fdx" |

---

## Messaging Framework

### Competitive Positioning

| Competitor | Our Advantage | Message |
|------------|---------------|---------|
| Final Draft | $199 one-time vs $7.99/month | "All the power, none of the price tag." |
| WriterDuet | Modern stack, faster, more features | "Built for 2026, not 2012." |
| Celtx | Professional tools, not freemium bait | "Pro tools for pro writers." |

### Core Value Propositions

1. **Speed:** "Native performance from a single codebase."
2. **Collaboration:** "Write together in real-time, with video chat built in."
3. **Affordability:** "Less than $8/month. Unlimited projects."
4. **AI-Powered:** "Your AI co-writer helps you break through writer's block."
5. **Cross-Platform:** "Mac, Windows, Linux, web. Your scripts go everywhere."

---

## Brand Applications

### Website

- **Hero:** "Scripter — Write Faster." + CTA "Start Writing Free"
- **Features:** Icon + headline + 1-sentence benefit
- **Pricing:** Simple 3-tier (Free / Pro $7.99 / Premium $10.99)
- **Blog:** "The Scripter Blog" — screenwriting tips, feature updates

### App

- **Splash screen:** Logo on Deep Blue background
- **Empty states:** Encouraging copy ("Your next masterpiece starts here.")
- **Onboarding:** "Welcome to Scripter. Let's write something great."

### Social Media

- **Twitter/X:** @ScripterApp
- **Instagram:** @scripterapp
- **YouTube:** Scripter
- **Reddit:** u/ScripterApp (r/Screenwriting, r/FinalDraft)

### Email

- **From:** "Scripter Team" <hello@scripter.app>
- **Subject lines:** Benefit-focused, under 50 chars
- **Signature:** "— The Scripter Team"

---

## Next Steps

1. **Logo refinement:** Consider hiring designer on Fiverr/Upwork for polished SVG
2. **Domain registration:** Secure scripter.app, getscripter.com
3. **Social handles:** Reserve @ScripterApp across platforms
4. **Brand guidelines PDF:** Expand this doc for external partners
5. **Merch:** T-shirts, stickers for launch swag

---

## Related Issues

- [FRE-577](/FRE/issues/FRE-577) — Marketing website with pricing, features, and blog
- [FRE-575](/FRE/issues/FRE-575) — Marketing expectations for WriterDuet competitor
