# Plasma Orbital — Brand DNA (portable prompt)

This is a single, self-contained brief. Paste the whole document into any AI tool — ChatGPT, Claude, Gemini, Google Slides' Gemini, Microsoft Copilot, or similar — and instruct it to design, write, or build in the Plasma Orbital brand. It needs no other files. When real logo, icon, or image files are required, download them from the Brand Hub or the design-system repository and supply them to the tool separately.

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## How to use this prompt

- **Writing (ChatGPT, Claude, Gemini):** paste this document, then ask for the copy you need. Example — "Using the Plasma Orbital brand DNA above, write a 60-word product paragraph for a coast-guard audience."
- **Slides (Google Slides via Gemini, or any AI deck tool):** paste this document, then ask for a deck. Example — "Build a six-slide investor deck in the Plasma Orbital brand DNA above. Warm paper background, near-black text, one vermilion accent, square corners, no shadows, sentence-case headlines, no exclamation marks, no emoji." Apply the palette hex values and type rules manually where the tool allows.
- **UI or HTML (any coding AI):** paste this document, then ask for a page or component. Example — "Build a landing-page hero in the Plasma Orbital brand DNA above." Use the CSS variable block at the end as a drop-in token set.

---

## 1. Identity in one line

Plasma Orbital builds sovereign AI-microsatellite fleets that give allied nations persistent, near real-time awareness of their maritime zones. The satellites see every vessel, think (classify it, with or without an AIS transponder), and tell operators — including the dark vessels that sail with transponders off. The brand line is "Sovereign maritime intelligence, engineered from orbit." The flagship pathfinder mission is EdisonSat.

---

## 2. Voice and tone

The voice is Apple product-marketing meets defence dossier — benefit before technology, total confidence, restraint. Two registers coexist:

- **Evocative** (home, EdisonSat, master plan): short declarative fragments. "The ocean just ran out of hiding places." "Dark vessels. Meet daylight." "Sees. Thinks. Tells."
- **Institutional** (partners, investors, capability claims): precise, sourced, procurement-friendly. "Detects vessels regardless of AIS status, validated in staged trials."

**The core rule:** the wordplay is the headline; the sober capability claim sits directly underneath it, in that order. Never let the wordplay touch the capability claim.

**Mechanics:**
- Second person, handing the reader power — "Your waters. Your satellites. Your call."
- Verbs over adjectives — "It understands them," not "advanced AI-powered analysis."
- One idea per section. If a sentence needs a comma and an "and," it is two sections.
- Numbers are staged, never listed. One numeral, huge (25%, $150bn); the context arrives after the impact.
- Name the magic. "Sees. Thinks. Tells." is a feature name, not a description.
- Em-dashes are intentional brand style — spaced, like this.
- Sentence case for headlines and body. UPPERCASE only for mono dossier labels and the wordmark (PLASMA ORBITAL ®).
- Dossier framing — number sections (01 — The problem), tag with file numbers (FILE NO. EO-001) and figure refs (FIG. 04). It reads like a declassified technical file.

**Hard rules — never break:**
- No exclamation marks. Ever.
- No emoji.
- No multicoloured icons.
- No hand-wringing first-person ("we have a problem").

---

## 3. Colour — "paper / ink / vermilion"

Warm bone paper ground, near-black ink for type and inverted panels, a single signal vermilion for accents. That is the whole palette — restraint is the point. All depth and hierarchy come from ink-on-paper opacity ramps, not new hues.

| Role | Hex | Use |
|---|---|---|
| Paper | `#EFEDE4` | Default page ground |
| Paper 2 | `#E7E4D9` | Blueprint / inset panels |
| White | `#FFFFFF` | Rare — data marks on dark |
| Ink | `#15140F` | Type, inverted panels, footer |
| Vermilion | `#E8401C` | The one accent — actions, eyebrow numbers, links, one full-bleed break |
| Vermilion ink | `#C2330F` | Pressed / deep vermilion |

**Opacity ramps (instead of greys):**
- Ink on paper: 90 / 75 / 55 / 45 / 25 / 15 / 10 percent. Body text sits around ink 75; muted at 55; hairlines at 15.
- Paper on ink or vermilion: 80 / 60 / 45 / 20 / 15 / 10 percent.

**Selection:** vermilion ground, paper text.

---

## 4. Typography

Three families:
- **Space Grotesk** — display. Headlines and giant words. Weights 600 and 700, tight tracking around -0.04em. Giant display words anchor sections at 0.8 line-height.
- **Inter** — body and UI. 15 to 17px, line-height 1.6.
- **Space Mono** — the signature uppercase "dossier label." Around 11px, letter-spacing 0.15em, UPPERCASE.

Headlines run big and tight. Body runs calm and readable. The mono label is the connective tissue of the whole system.

**Scale (CSS clamp values):**
- Display mega: `clamp(4rem, 18vw, 15rem)`
- Display xl: `clamp(2.75rem, 6vw, 5.5rem)`
- Display lg: `clamp(2.25rem, 4.5vw, 3.5rem)`
- Display md: `clamp(1.75rem, 3vw, 2.5rem)`
- Display sm: `1.5rem`
- Body lead: `1.0625rem` · base: `0.9375rem` · small: `0.8125rem`
- Label: `0.6875rem`, tracking `0.15em` (wide variant `0.18em`)

If Space Grotesk is unavailable, fall back to Inter, then system sans. If Space Mono is unavailable, fall back to a system monospace.

---

## 5. Layout and grid

- A wide 12-column hairline grid, max width around 110rem.
- Sections separated by 1px borders, not boxes or shadows.
- Numbered eyebrows in the left column, content in the right.
- Generous vertical rhythm — 5 to 8rem section padding.
- Spacing scale is a 4px base: 0.25 / 0.5 / 0.75 / 1 / 1.25 / 1.5 / 2 / 2.5 / 3 / 4 / 5 / 6 / 8 rem.

---

## 6. Corners, borders, shadows

- **Square. Everything is `border-radius: 0`** — cards, buttons, inputs, panels. The only rounded elements are circular avatars and tiny status dots.
- Borders are always 1px hairlines at 15% ink (or 20% paper on dark).
- **No drop shadows on paper.** Depth is hairline borders plus inverted ink panels. One optional float shadow exists solely for overlays such as a dialog or toast.
- Backgrounds are flat paper. No gradients, no textures, no decorative imagery behind text. The one chromatic break is a full-bleed vermilion section.

---

## 7. Imagery

Two kinds:
- **Technical blueprint line-drawings** of the satellite, rendered `mix-blend-multiply` onto paper, annotated with mono callouts 01 to 05.
- **Photography** (hardware, team portraits) shown desaturated — `grayscale(1)` plus `mix-blend-multiply` — resolving to full colour on hover over 0.5s. Portraits are circular; everything else square.

---

## 8. Motion

Restrained. Colour transitions only, around 150 to 200ms, standard ease — no bounce, no parallax, no entrance animations. The grayscale-to-colour photo reveal is the one expressive flourish. Solid buttons flip ink to vermilion on hover; outline buttons fill ink with paper text; links and ghost buttons go vermilion; inputs get a vermilion border on focus. No scale or shrink on press.

---

## 9. Iconography

A proprietary line-icon set of 17 marks at 20 to 22px, 1.25 to 1.375 stroke, rounded joins, normalised to `currentColor` so they inherit ink on paper or paper on dark. Prefer mono numerals and arrow glyphs (→ ↓ ↗ ▶ ▾) over icons as affordances ("Our story →", "See how it works ↓"). For anything outside the proprietary set, fall back to Tabler Icons at matching weight. Icons inherit currentColor — ink, or vermilion when active. Hierarchy leans on type, numerals, and hairlines first; icons are used sparingly.

---

## 10. Dossier motifs

These small marks make any artifact read as Plasma Orbital:
- Numbered sections — `01 — The problem`.
- File tags — `FILE NO. EO-001`.
- Figure references — `FIG. 04`.
- The registered wordmark — `PLASMA ORBITAL ®`.
- One staged giant number per idea.
- A single full-bleed vermilion break — the "Your waters. Your call." sovereignty move.

---

## 11. Component shorthand

- **Button** — square; solid (ink fill, vermilion on hover) for the main action, outline for secondary, ghost for inline links. Never round.
- **Dossier label** — uppercase Space Mono, wide tracking. The signature element.
- **Badge** — square mono tag or status chip.
- **Card** — hairline panel, optional FIG. header strip. No shadow.
- **Spec table** — inverted ink panel, two-column readout.
- **Section header** — numbered eyebrow plus display headline.
- **Numbered row** — hairline roadmap or list row.
- **Input / Checkbox** — square field, mono label, vermilion focus border.

---

## 12. Do and don't

**Do:** keep corners square; get hierarchy from ink opacity ramps; stage one big number; lead with the wordplay and put the sober claim beneath it; use sentence case; use spaced em-dashes; desaturate photos; keep one accent.

**Don't:** use exclamation marks or emoji; add a second accent colour; add drop shadows on paper; round corners; use gradients or textures; let wordplay touch a capability claim; list numbers in a row.

---

## 13. Drop-in CSS tokens

```css
:root {
  /* Colour */
  --po-paper: #EFEDE4;
  --po-paper-2: #E7E4D9;
  --po-white: #FFFFFF;
  --po-ink: #15140F;
  --po-vermilion: #E8401C;
  --po-vermilion-ink: #C2330F;

  /* Ink opacity ramp (on paper) */
  --po-ink-90: rgba(21, 20, 15, 0.90);
  --po-ink-75: rgba(21, 20, 15, 0.75);
  --po-ink-55: rgba(21, 20, 15, 0.55);
  --po-ink-45: rgba(21, 20, 15, 0.45);
  --po-ink-15: rgba(21, 20, 15, 0.15);
  --po-ink-10: rgba(21, 20, 15, 0.10);

  /* Paper opacity ramp (on ink / vermilion) */
  --po-paper-80: rgba(239, 237, 228, 0.80);
  --po-paper-45: rgba(239, 237, 228, 0.45);
  --po-paper-20: rgba(239, 237, 228, 0.20);

  /* Type */
  --font-display: 'Space Grotesk', 'Inter', system-ui, sans-serif;
  --font-sans: 'Inter', system-ui, -apple-system, sans-serif;
  --font-mono: 'Space Mono', ui-monospace, 'SF Mono', monospace;
  --tracking-display: -0.04em;
  --label-tracking: 0.15em;
  --leading-body: 1.6;
  --leading-mega: 0.8;

  /* Structure */
  --container-max: 110rem;
  --grid-cols: 12;
  --radius-none: 0;
  --border-hairline: var(--po-ink-15);
  --duration-base: 200ms;
  --ease-standard: cubic-bezier(0.4, 0, 0.2, 1);
}
```

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Built from the Plasma Orbital design system. Keep corners square, borders hairline, copy declarative — and stage your one big number.
