# Scripter Brand Identity Guide

**Version:** 1.0
**Date:** April 22, 2026
**Author:** CMO

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## Product Name

**Scripter**

Rationale: Short, memorable, action-oriented. Directly communicates what the product does. Available as a domain (scripter.app recommended). Avoids the "-Duet" suffix pattern of WriterDuet, establishing independent brand identity.

---

## Tagline

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

**Alternatives:**
- "The screenwriting platform that keeps up with you."
- "Where scripts come alive."
- "Professional screenwriting. Modern tools."

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## Brand Voice

| Trait | Description | Examples |
|-------|-------------|----------|
| **Confident** | We know screenwriting; we speak the language | "Industry-standard formatting, zero learning curve" |
| **Approachable** | Professional without being stuffy | "Start writing in 30 seconds" |
| **Modern** | We're the new standard | "Built for how screenwriters actually work" |
| **Helpful** | We want you to succeed | "Your script, your way, your team" |

**Avoid:** Corporate jargon, over-promising, condescension toward legacy tools.

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## Color Palette

### Primary
| Color | Hex | Usage |
|-------|-----|-------|
| Scripter Blue | `#2563EB` | Primary actions, links, headers |
| Deep Navy | `#1E293B` | Body text, dark backgrounds |

### Secondary
| Color | Hex | Usage |
|-------|-----|-------|
| Accent Amber | `#F59E0B` | CTAs, highlights, badges |
| Success Green | `#10B981` | Confirmations, positive states |
| Error Red | `#EF4444` | Errors, warnings |

### Neutral
| Color | Hex | Usage |
|-------|-----|-------|
| White | `#FFFFFF` | Backgrounds |
| Light Gray | `#F8FAFC` | Card backgrounds, sections |
| Mid Gray | `#94A3B8` | Secondary text, borders |
| Dark Gray | `#475569` | Placeholder text |

**Rationale:** Blue conveys trust and professionalism (industry standard for creative tools). Amber accent provides energy and differentiates from WriterDuet's green and Final Draft's red.

---

## Typography

### Primary Font: Inter
- **Why:** Clean, modern, highly legible at all sizes. Free/open-source (no licensing cost). Excellent for both UI and marketing copy.
- **Weights:** 400 (body), 500 (labels), 600 (subheadings), 700 (headings)

### Monospace: JetBrains Mono
- **Why:** Used in the screenplay editor for formatting codes, page numbers, and metadata. Familiar to developers (aligns with tech-forward positioning).

### Scale
| Element | Size | Weight | Line Height |
|---------|------|--------|-------------|
| H1 | 48px | 700 | 1.1 |
| H2 | 36px | 700 | 1.2 |
| H3 | 24px | 600 | 1.3 |
| Body | 16px | 400 | 1.6 |
| Small | 14px | 400 | 1.5 |
| Caption | 12px | 500 | 1.4 |

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## Logo Concept

### Primary Logo
- **Wordmark:** "Scripter" in Inter Bold, with a stylized "S" that doubles as a page/film strip icon
- **Icon mark:** Abstract "S" formed by overlapping screenplay pages (two rectangles offset at an angle)
- **Lockup:** Icon left, wordmark right, 2:3 ratio

### Variants
1. **Full logo** (icon + wordmark) — primary usage
2. **Icon only** — favicon, app icon, social avatars
3. **Wordmark only** — narrow spaces, email signatures
4. **Stacked** — icon above wordmark for square formats

### Minimum Size
- Full logo: 120px width
- Icon only: 32px
- Wordmark only: 100px width

### Clear Space
- Minimum clear space = height of the "S" in Scripter on all sides

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## Logo Usage Guidelines

**Do:**
- Use on white, dark navy, or light gray backgrounds
- Scale proportionally
- Use approved color variants

**Don't:**
- Change colors outside the palette
- Add effects (shadows, gradients, outlines)
- Rotate, stretch, or distort
- Place on busy backgrounds without sufficient contrast

---

## Visual Language

### Photography
- Real screenwriters at work (not stock-model poses)
- Natural lighting, candid moments
- Diverse representation (age, gender, ethnicity)
- Settings: home offices, co-working spaces, film sets

### Illustrations
- Flat, geometric style with subtle depth
- Use brand colors exclusively
- Rounded corners (8px radius) on all shapes
- Consistent character style if used

### Icons
- Outline style, 2px stroke
- Rounded caps and joins
- 24px grid, scalable to 16px-48px

---

## Competitive Positioning Statements

| Competitor | Positioning |
|------------|-------------|
| **Final Draft** | "All the power of Final Draft, none of the $199 price tag. Collaborate in real-time from any device." |
| **WriterDuet** | "The screenwriting platform that keeps up with you. Faster, smarter, and more affordable." |
| **Celtx** | "Professional tools without the bloat. Focused on writing, not production management." |

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## Brand Assets Checklist

- [ ] Logo files (SVG, PNG, ICO) — all variants
- [ ] Favicon set (16x16, 32x32, 48x48, 180x180)
- [ ] App icon (macOS, Windows, Linux, Web PWA)
- [ ] Social media profile images (Twitter/X, LinkedIn, Reddit, Discord, YouTube)
- [ ] Social media cover images
- [ ] Email signature template
- [ ] Presentation template
- [ ] Press kit
- [ ] Brand style guide PDF
