RUACH.IO/BRANDING · THE BRAND CANON
One brand.One source of truth.
Doctrine, voice, the mark, colour, type and the documents that govern them — held in one place, under one numbering standard, so every surface stays in step.
What Ruach is, before how it looks.
Ruach is a residential peace of mind system. Not a builder that sells houses — a system that removes the weight of building one. Every expression of the brand serves that single promise.
Calm, resolved living — delivered.
Everything is already resolved.
A home that asks less of you.
The home gives time back.
One mark. Three finishes.
The Ruach mark is the brand's quiet signature. Gold on Patina for the primary voice, cream on champagne for warm surfaces, copper on Lumen for print and paper. Never redrawn, never stretched, never recoloured outside these three.
Keep a margin of at least the mark's wing-width on all sides. The mark breathes; nothing crowds it.
Never smaller than 24 px on screen or 8 mm in print. Below that, use the wordmark alone.
RUACH set in Cinzel, letter-spaced .38em, always uppercase. It may stand alone; the mark may stand alone; together the mark leads.
Two palettes. One temperament.
Lumen carries daylight surfaces — paper, web pages, documents. Patina carries evening surfaces — hero moments, film, the app. Champagne is the only voice of authority in both. Click any swatch to copy its hex.
THE 60 · 30 · 10 RULE — CANVAS CARRIES, SURFACE LIFTS, CHAMPAGNE SPEAKS ONCE.
Four voices, one conversation.
Cinzel speaks for the brand. Cormorant Garamond carries the headlines. Inter does the everyday work. JetBrains Mono keeps the records. No other faces, no exceptions.
The home gives time back.
TYPE YOUR OWN LINE ABOVE — SWITCH VOICES WITH THE BUTTONS.Say less. Mean it.
The Ruach voice is calm, plain and certain. It never sells; it resolves. Full doctrine lives in the Messaging & Tone Playbook — these are the rules that never bend.
Always
- Plain language. Short, declarative sentences. One idea each.
- Benefit before feature. Say what it gives, then how.
- Calm certainty. "It is handled." Never "we'll try".
- Specifics. A date, a price, a name — not "soon" or "premium".
- The reader's life as the subject — not our company.
Never
- Hype. No exclamation marks, no "amazing", no "!!!".
- Industry jargon. No "turnkey solutions", no "DA-ready".
- Pressure. No countdowns, no "only 2 left", no urgency theatre.
- Hedging. No "subject to", no asterisks in headline claims.
- Internal language in public. Codenames and mantras stay inside.
Standing guardrail (Consistency Audit RPT-0005): the internal mantra "Master Every Build. Effortlessly." must not appear as a public tagline. It currently survives on legacy letterhead and proposal footers — replace with the master line on next print run.
The brand at work.
Live, self-hosted templates first — open one, type your details, print or copy. Then the wider template library. Every asset opens in its own window.
Every document. One register.
The full brand register, live from manifest.json. The hub carries timeless canon; point-in-time logs archive out; other-domain knowledge moves to the knowledge base.
The hub governs itself.
Every document carries a conformant number. Machines read the same truth people do.
The numbering standard
Every formal Ruach document is numbered once, at birth, and revised in place:
RUA · {ENTITY} · {DISC} · {TYPE} · {SEQ} · R{REV}ENTITY BRD brand / KB knowledge base · DISC BRD / COM · TYPE DOC, RPT, PPT, REG, SCR, SBD, SYS (+ CAP, PRO, TPL pending registration) · SEQ four digits · REV two digits.
The register of record is REG-0001; drift is caught by the Consistency Audit before each print release.
Machine-readable
AI agents and RAG pipelines read the hub through three governed endpoints: