Expression tokens

Shared expression-token properties plus verbal, visual, and audio identity properties.

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Sections

Section	Properties	Purpose
Brand expression properties	2	Shared properties for expression tokens and associated assets.
Verbal identity properties	11	Tone, voice, vocabulary, messaging, prompt, and writing-style properties.
Visual identity properties	9	Logo, colour, typography, imagery, motion, and visual-governance properties.
Audio identity properties	7	Voice, sonic logo, audio cue, pronunciation, and audio-guidance properties.

Properties

Brand expression properties

Shared properties for expression tokens and associated assets.

Property	Definition	Values	Used on
brando:assetPreview	Preview asset or preview URL used to visually represent the associated asset.	URL List of URL values	brando:BrandExpressionToken
brando:assetURL	Canonical URL of the associated asset file.	URL List of URL values	brando:BrandExpressionToken

Verbal identity properties

Tone, voice, vocabulary, messaging, prompt, and writing-style properties.

Property	Definition	Values	Used on
brando:approvedTerms	Terms that are explicitly approved for use in this verbal token.	Text List of Text values	brando:VerbalToken
brando:dialogueStyle	Rules for conversational pattern, pacing, and pronoun use.	Text List of Text values	brando:VerbalToken
brando:keyMessages	Core messages that should be repeated consistently in outputs.	Text List of Text values	brando:VerbalToken
brando:mustDo	Required behaviours and inclusions this verbal token must follow.	Text List of Text values	brando:VerbalToken
brando:mustNotDo	Behaviours and constructions this verbal token must never produce.	Text List of Text values	brando:VerbalToken
brando:namingConvention	Rules for naming and formatting products, features, dates, and other entities.	Text List of Text values	brando:VerbalToken
brando:prohibitedTerms	Terms that are explicitly prohibited in this verbal token.	Text List of Text values	brando:VerbalToken
brando:promptScaffold	Reusable prompt structure intended to prime or constrain model behaviour.	Text List of Text values	brando:VerbalToken
brando:tagline	Approved tagline or sanctioned tagline variants.	Text List of Text values	brando:VerbalToken
brando:toneOfVoice	Defined tonal qualities and attitude the brand should express.	Text List of Text values	brando:VerbalToken
brando:writingStyle	Rules for grammar, sentence construction, and clarity.	Text List of Text values	brando:VerbalToken

Visual identity properties

Logo, colour, typography, imagery, motion, and visual-governance properties.

Property	Definition	Values	Used on
brando:brandName	Approved display name of the brand for visual use.	Text List of Text values	brando:VisualToken
brando:colourPalette	Defined set of colours, roles, and values used by the brand.	Text List of Text values	brando:VisualToken
brando:imageryStyles	Rules or descriptors for approved photography, illustration, and composition styles.	Text List of Text values	brando:VisualToken
brando:logo	Canonical URL of the approved logo asset or logo set.	URL List of URL values	brando:VisualToken
brando:motionRules	Rules for approved motion, animation, and transition behaviour.	Text List of Text values	brando:VisualToken
brando:typography	Defined typographic system, including fonts, hierarchy, and usage rules.	Text List of Text values	brando:VisualToken
brando:visualToken	Set of reusable visual tokens such as spacing, radius, elevation, or similar design values.	Text List of Text values	brando:VisualToken
brando:visualReferenceLink	Reference URL for visual guidelines or design system documentation.	URL List of URL values	brando:VisualToken
brando:visualUsageGuidelines	Rules governing how visual identity elements may and may not be used.	Text List of Text values	brando:VisualToken

Audio identity properties

Voice, sonic logo, audio cue, pronunciation, and audio-guidance properties.

Property	Definition	Values	Used on
brando:audioCue	Named short-form audio cue used for states, actions, or transitions.	Text List of Text values	brando:AudioToken
brando:audioLogo	Canonical URL of the brand's sonic logo or audio mark.	URL List of URL values	brando:AudioToken
brando:audioReferenceLink	Reference URL for audio guidelines, repositories, or source materials.	URL List of URL values	brando:AudioToken
brando:audioUsageGuidelines	Rules governing when and how branded audio may be used.	Text List of Text values	brando:AudioToken
brando:pronunciationGuide	Pronunciation rules or phonetic guidance for brand names and key terms.	Text List of Text values	brando:AudioToken
brando:speechStyle	Rules for rhythm, pacing, pausing, and expressiveness in spoken output.	Text List of Text values	brando:AudioToken
brando:voiceSignature	Description of the characteristic voice profile the brand should use.	Text List of Text values	brando:AudioToken