{
  "_meta": {
    "version": "1.0.0",
    "generated": "2026-04-05",
    "title": "TMC Group Brand Guidelines — Machine Readable",
    "description": "Authoritative brand token data for TMC Group Pty Ltd. For use by design tools, AI agents, and automated systems.",
    "source": "https://tmc-brand.teoh.co/",
    "brand_guidelines_url": "https://tmc-brand.teoh.co/",
    "logo_url": "https://tmcgroup.com.au/wp-content/uploads/2023/03/tmc_logo-300x98.png",
    "website_url": "https://tmcgroup.com.au",
    "contact": "brand@tmcgroup.com.au",
    "license": "Internal use only — TMC Group Pty Ltd"
  },
  "brand": {
    "name": "TMC Group",
    "full_name": "TMC Group Pty Ltd",
    "tagline": "Technology. Managed. Confidently.",
    "abn": "TMC Group Pty Ltd",
    "founded": 2004,
    "industry": "Managed IT Services",
    "headquarters": "Australia",
    "brand_personality": ["Confident", "Trustworthy", "Expert", "Approachable", "Forward-thinking"],
    "brand_values": ["Excellence", "Integrity", "Innovation", "Partnership", "Reliability"]
  },
  "colors": {
    "primary": {
      "tmc_blue": {
        "name": "TMC Blue",
        "hex": "#0080CC",
        "rgb": { "r": 0, "g": 128, "b": 204 },
        "hsl": { "h": 204, "s": 100, "l": 40 },
        "cmyk": { "c": 100, "m": 37, "y": 0, "k": 20 },
        "pantone": "Process Blue C",
        "usage": "Primary brand colour — buttons, links, key UI elements, logo background",
        "on_light": true,
        "on_dark": false,
        "wcag_on_white": {
          "ratio": "5.26:1",
          "AA": true,
          "AAA": false
        }
      },
      "tmc_blue_dark": {
        "name": "TMC Blue Dark",
        "hex": "#0065A3",
        "rgb": { "r": 0, "g": 101, "b": 163 },
        "usage": "Hover states, pressed states, dark UI variations"
      },
      "tmc_blue_light": {
        "name": "TMC Blue Light / Blue Tint",
        "hex": "#E0F2FF",
        "rgb": { "r": 224, "g": 242, "b": 255 },
        "usage": "Tint backgrounds, highlight areas, subtle accents",
        "wcag_blue_on_tint": {
          "ratio": "4.8:1",
          "AA": true,
          "AAA": false
        }
      }
    },
    "secondary": {
      "tmc_purple": {
        "name": "TMC Purple",
        "hex": "#6D28D9",
        "rgb": { "r": 109, "g": 40, "b": 217 },
        "usage": "Gradient midpoint, accent colour, innovation messaging"
      },
      "tmc_pink": {
        "name": "TMC Pink / Magenta",
        "hex": "#DB2777",
        "rgb": { "r": 219, "g": 39, "b": 119 },
        "usage": "Gradient endpoint, accent colour, bold callouts"
      }
    },
    "neutrals": {
      "tmc_charcoal": {
        "name": "TMC Charcoal",
        "hex": "#1A1A2E",
        "rgb": { "r": 26, "g": 26, "b": 46 },
        "usage": "Primary text, headings, dark backgrounds"
      },
      "tmc_charcoal_70": {
        "name": "TMC Charcoal 70%",
        "hex": "rgba(26,26,46,0.7)",
        "usage": "Secondary body text"
      },
      "tmc_charcoal_50": {
        "name": "TMC Charcoal 50%",
        "hex": "rgba(26,26,46,0.5)",
        "usage": "Captions, placeholders, tertiary text"
      },
      "tmc_charcoal_20": {
        "name": "TMC Charcoal 20%",
        "hex": "rgba(26,26,46,0.2)",
        "usage": "Dividers, subtle borders"
      },
      "tmc_white": {
        "name": "Pure White",
        "hex": "#FFFFFF",
        "rgb": { "r": 255, "g": 255, "b": 255 },
        "usage": "Backgrounds, reversed text on dark/brand"
      },
      "tmc_off_white": {
        "name": "Off White / Light Background",
        "hex": "#F7F8FC",
        "rgb": { "r": 247, "g": 248, "b": 252 },
        "usage": "Page background, card backgrounds, section alternates"
      },
      "tmc_border": {
        "name": "Border / Divider",
        "hex": "rgba(26,26,46,0.08)",
        "usage": "Card borders, dividers, input borders"
      }
    },
    "gradients": {
      "tmc_gradient": {
        "name": "TMC Signature Gradient",
        "css": "linear-gradient(135deg, #0080CC 0%, #6D28D9 50%, #DB2777 100%)",
        "stops": [
          { "position": "0%", "hex": "#0080CC", "name": "TMC Blue" },
          { "position": "50%", "hex": "#6D28D9", "name": "TMC Purple" },
          { "position": "100%", "hex": "#DB2777", "name": "TMC Pink" }
        ],
        "angle": 135,
        "usage": "Hero sections, premium CTAs, section accents, pyramid mark fill"
      },
      "tmc_gradient_subtle": {
        "name": "TMC Subtle Gradient",
        "css": "linear-gradient(135deg, #E0F2FF 0%, #EDE9FE 50%, #FCE7F3 100%)",
        "stops": [
          { "position": "0%", "hex": "#E0F2FF" },
          { "position": "50%", "hex": "#EDE9FE" },
          { "position": "100%", "hex": "#FCE7F3" }
        ],
        "usage": "Light backgrounds, tint sections, non-prominent accents"
      },
      "tmc_gradient_dark": {
        "name": "TMC Dark Gradient",
        "css": "linear-gradient(135deg, #0065A3 0%, #5B21B6 50%, #BE185D 100%)",
        "stops": [
          { "position": "0%", "hex": "#0065A3" },
          { "position": "50%", "hex": "#5B21B6" },
          { "position": "100%", "hex": "#BE185D" }
        ],
        "usage": "Hover states on gradient buttons, dark UI gradient variants"
      }
    },
    "semantic": {
      "success": { "hex": "#10B981", "name": "Success Green" },
      "warning": { "hex": "#F59E0B", "name": "Warning Amber" },
      "error": { "hex": "#EF4444", "name": "Error Red" },
      "info": { "hex": "#0080CC", "name": "Info — same as TMC Blue" }
    }
  },
  "typography": {
    "primary_font": {
      "family": "Inter",
      "provider": "Google Fonts",
      "import_url": "https://fonts.googleapis.com/css2?family=Inter:wght@300;400;500;600;700;800;900&display=swap",
      "fallbacks": ["-apple-system", "BlinkMacSystemFont", "Segoe UI", "Helvetica Neue", "Arial", "sans-serif"],
      "css_stack": "'Inter', -apple-system, BlinkMacSystemFont, 'Segoe UI', 'Helvetica Neue', Arial, sans-serif",
      "usage": "All body copy, UI text, labels, captions"
    },
    "display_font": {
      "family": "Sora",
      "provider": "Google Fonts",
      "import_url": "https://fonts.googleapis.com/css2?family=Sora:wght@700;800&display=swap",
      "fallbacks": ["Inter", "-apple-system", "sans-serif"],
      "css_stack": "'Sora', 'Inter', -apple-system, sans-serif",
      "usage": "Hero headlines, section titles, large display text"
    },
    "mono_font": {
      "family": "JetBrains Mono",
      "provider": "Google Fonts",
      "import_url": "https://fonts.googleapis.com/css2?family=JetBrains+Mono:wght@400;500&display=swap",
      "fallbacks": ["Fira Code", "Consolas", "Monaco", "monospace"],
      "css_stack": "'JetBrains Mono', 'Fira Code', Consolas, Monaco, monospace",
      "usage": "Code blocks, technical specifications, data display"
    },
    "scale": {
      "xs":   { "rem": 0.75,  "px": 12 },
      "sm":   { "rem": 0.875, "px": 14 },
      "base": { "rem": 1.0,   "px": 16 },
      "lg":   { "rem": 1.125, "px": 18 },
      "xl":   { "rem": 1.25,  "px": 20 },
      "2xl":  { "rem": 1.5,   "px": 24 },
      "3xl":  { "rem": 1.875, "px": 30 },
      "4xl":  { "rem": 2.25,  "px": 36 },
      "5xl":  { "rem": 3.0,   "px": 48 },
      "6xl":  { "rem": 3.75,  "px": 60 },
      "7xl":  { "rem": 4.5,   "px": 72 }
    },
    "weights": {
      "light":     300,
      "regular":   400,
      "medium":    500,
      "semibold":  600,
      "bold":      700,
      "extrabold": 800,
      "black":     900
    },
    "line_heights": {
      "tight":   1.2,
      "snug":    1.35,
      "normal":  1.6,
      "relaxed": 1.75,
      "loose":   2.0
    },
    "letter_spacing": {
      "tighter": "-0.04em",
      "tight":   "-0.02em",
      "normal":  "0em",
      "wide":    "0.05em",
      "wider":   "0.1em",
      "widest":  "0.15em"
    },
    "type_styles": {
      "hero_heading": {
        "font": "Sora",
        "size_mobile": "2.5rem",
        "size_desktop": "4rem",
        "weight": 800,
        "line_height": 1.1,
        "letter_spacing": "-0.02em"
      },
      "section_heading": {
        "font": "Sora",
        "size": "2rem",
        "weight": 700,
        "line_height": 1.2
      },
      "card_heading": {
        "font": "Inter",
        "size": "1.25rem",
        "weight": 700,
        "line_height": 1.3
      },
      "body_large": {
        "font": "Inter",
        "size": "1.125rem",
        "weight": 400,
        "line_height": 1.7
      },
      "body": {
        "font": "Inter",
        "size": "1rem",
        "weight": 400,
        "line_height": 1.6
      },
      "body_small": {
        "font": "Inter",
        "size": "0.875rem",
        "weight": 400,
        "line_height": 1.6
      },
      "label": {
        "font": "Inter",
        "size": "0.75rem",
        "weight": 600,
        "letter_spacing": "0.08em",
        "text_transform": "uppercase"
      },
      "caption": {
        "font": "Inter",
        "size": "0.75rem",
        "weight": 400,
        "line_height": 1.5
      },
      "button": {
        "font": "Inter",
        "size": "0.9rem",
        "weight": 600,
        "letter_spacing": "0.01em"
      }
    }
  },
  "logo": {
    "primary": {
      "name": "TMC Group Wordmark",
      "description": "Full colour horizontal wordmark — pyramid mark + TMC Group logotype",
      "url": "https://tmcgroup.com.au/wp-content/uploads/2023/03/tmc_logo-300x98.png",
      "format": "PNG",
      "dimensions": { "width": 300, "height": 98 },
      "aspect_ratio": "3.06:1",
      "usage": {
        "on_light": {
          "filter": "none",
          "background": "White or off-white backgrounds"
        },
        "on_dark": {
          "filter": "brightness(0) invert(1)",
          "css_filter": "brightness(0) invert(1)",
          "background": "Dark or brand colour backgrounds"
        }
      }
    },
    "pyramid_mark": {
      "name": "TMC Pyramid Mark",
      "description": "Standalone icon — the four-quadrant pyramid symbol only",
      "format": "SVG (inline)",
      "fill": "TMC Signature Gradient",
      "usage": "Favicon, app icon, standalone brand identifier, sidebar/mobile header icon"
    },
    "clearspace": {
      "description": "Minimum clearspace equal to the height of the letter M in the logotype on all sides",
      "rule": "No other elements within the clearspace boundary"
    },
    "minimum_sizes": {
      "print_mm": 25,
      "digital_px": 80
    },
    "incorrect_usage": [
      "Do not stretch or distort the logo",
      "Do not change the logo colours",
      "Do not add drop shadows or effects",
      "Do not place on busy photographic backgrounds without a clear background overlay",
      "Do not rotate the logo",
      "Do not use outdated logo versions"
    ]
  },
  "spacing": {
    "base_unit": 4,
    "scale": {
      "1":  { "px": 4,   "rem": "0.25rem" },
      "2":  { "px": 8,   "rem": "0.5rem" },
      "3":  { "px": 12,  "rem": "0.75rem" },
      "4":  { "px": 16,  "rem": "1rem" },
      "5":  { "px": 20,  "rem": "1.25rem" },
      "6":  { "px": 24,  "rem": "1.5rem" },
      "8":  { "px": 32,  "rem": "2rem" },
      "10": { "px": 40,  "rem": "2.5rem" },
      "12": { "px": 48,  "rem": "3rem" },
      "16": { "px": 64,  "rem": "4rem" },
      "20": { "px": 80,  "rem": "5rem" },
      "24": { "px": 96,  "rem": "6rem" },
      "32": { "px": 128, "rem": "8rem" }
    }
  },
  "border_radius": {
    "sm":   { "px": 4,   "rem": "0.25rem" },
    "md":   { "px": 8,   "rem": "0.5rem" },
    "lg":   { "px": 12,  "rem": "0.75rem" },
    "xl":   { "px": 16,  "rem": "1rem" },
    "2xl":  { "px": 20,  "rem": "1.25rem" },
    "3xl":  { "px": 24,  "rem": "1.5rem" },
    "full": { "px": 9999, "css": "9999px", "note": "Use for pill shapes" }
  },
  "grid": {
    "columns": 12,
    "gutter": { "mobile": "16px", "tablet": "24px", "desktop": "32px" },
    "max_content_width": "1280px",
    "container_padding": { "mobile": "16px", "tablet": "32px", "desktop": "48px" }
  },
  "breakpoints": {
    "mobile":   { "max": "767px",  "note": "Single column" },
    "tablet":   { "min": "768px",  "max": "1023px", "note": "Two column" },
    "desktop":  { "min": "1024px", "max": "1279px", "note": "Full layout" },
    "wide":     { "min": "1280px", "note": "Max-width content container" }
  },
  "voice_tone": {
    "brand_manifesto": "Technology should feel effortless. At TMC Group, we believe every business deserves IT that just works — powering growth, protecting your people, and freeing you to focus on what you do best.",
    "tone_principles": [
      {
        "name": "Confident, not arrogant",
        "description": "We speak with authority born from expertise. We let results speak."
      },
      {
        "name": "Clear, not corporate",
        "description": "Plain language. No jargon unless the audience expects it. Accessible to decision-makers."
      },
      {
        "name": "Human, not robotic",
        "description": "Real conversations. We acknowledge problems before pitching solutions."
      },
      {
        "name": "Proactive, not reactive",
        "description": "We anticipate needs. We bring insights to clients before they ask."
      }
    ],
    "writing_rules": [
      "Use active voice",
      "Write for the reader's benefit, not to showcase our features",
      "Headlines state an outcome, not a feature",
      "Keep sentences under 25 words where possible",
      "Use contractions in conversational contexts",
      "Numbers under 10: spell out; 10 and above: numerals"
    ],
    "words_to_avoid": ["synergy", "leverage (as a verb)", "paradigm shift", "disrupt", "best-in-class", "world-class", "seamless"],
    "preferred_terms": {
      "IT support": "Managed IT",
      "problems": "challenges",
      "cheap": "cost-effective",
      "vendor": "partner or provider"
    }
  },
  "components": {
    "buttons": {
      "primary": {
        "background": "#0080CC",
        "color": "#FFFFFF",
        "border_radius": "0.5rem",
        "padding": "0.75rem 1.5rem",
        "font_weight": 600,
        "font_size": "0.9rem",
        "hover_background": "#0065A3",
        "focus_ring": "0 0 0 3px rgba(0,128,204,0.3)"
      },
      "primary_gradient": {
        "background": "linear-gradient(135deg, #0080CC 0%, #6D28D9 50%, #DB2777 100%)",
        "color": "#FFFFFF",
        "border_radius": "0.5rem",
        "padding": "0.75rem 1.5rem",
        "font_weight": 600,
        "hover_background": "linear-gradient(135deg, #0065A3 0%, #5B21B6 50%, #BE185D 100%)"
      },
      "secondary": {
        "background": "transparent",
        "color": "#0080CC",
        "border": "2px solid #0080CC",
        "border_radius": "0.5rem",
        "padding": "0.75rem 1.5rem",
        "font_weight": 600,
        "hover_background": "rgba(0,128,204,0.08)"
      },
      "ghost": {
        "background": "transparent",
        "color": "#FFFFFF",
        "border": "2px solid rgba(255,255,255,0.4)",
        "border_radius": "0.5rem",
        "padding": "0.75rem 1.5rem",
        "font_weight": 600,
        "hover_border": "rgba(255,255,255,0.8)"
      }
    },
    "cards": {
      "default": {
        "background": "#FFFFFF",
        "border": "1px solid rgba(26,26,46,0.08)",
        "border_radius": "1rem",
        "padding": "1.5rem",
        "box_shadow": "0 1px 3px rgba(0,0,0,0.06)"
      },
      "hover": {
        "box_shadow": "0 8px 32px rgba(0,128,204,0.12)",
        "transform": "translateY(-2px)"
      },
      "feature": {
        "background": "#FFFFFF",
        "border_radius": "1.25rem",
        "padding": "2rem",
        "box_shadow": "0 4px 24px rgba(0,0,0,0.08)"
      }
    },
    "navigation": {
      "height_desktop": "72px",
      "height_mobile": "60px",
      "background": "#FFFFFF",
      "border_bottom": "1px solid rgba(26,26,46,0.08)",
      "box_shadow": "0 1px 3px rgba(0,0,0,0.06)",
      "sticky": true,
      "link_color": "rgba(26,26,46,0.7)",
      "link_active_color": "#0080CC",
      "link_font_weight": 500,
      "cta_style": "primary button"
    },
    "forms": {
      "input": {
        "border": "1.5px solid rgba(26,26,46,0.2)",
        "border_radius": "0.5rem",
        "padding": "0.75rem 1rem",
        "font_size": "1rem",
        "focus_border": "#0080CC",
        "focus_shadow": "0 0 0 3px rgba(0,128,204,0.12)",
        "placeholder_color": "rgba(26,26,46,0.4)"
      },
      "label": {
        "font_size": "0.875rem",
        "font_weight": 600,
        "color": "#1A1A2E",
        "margin_bottom": "0.375rem"
      }
    },
    "badges": {
      "default": {
        "background": "rgba(0,128,204,0.1)",
        "color": "#0065A3",
        "border_radius": "9999px",
        "padding": "0.25rem 0.75rem",
        "font_size": "0.75rem",
        "font_weight": 600
      }
    }
  },
  "accessibility": {
    "wcag_target": "WCAG 2.1 AA",
    "minimum_contrast_body": "4.5:1",
    "minimum_contrast_large": "3:1",
    "minimum_contrast_ui": "3:1",
    "focus_indicator": {
      "style": "outline",
      "offset": "2px",
      "width": "2px",
      "color": "#0080CC"
    },
    "touch_targets": {
      "minimum_px": 44,
      "recommended_px": 48
    },
    "colour_pairs": [
      {
        "foreground": "#FFFFFF",
        "background": "#0080CC",
        "ratio": "5.26:1",
        "AA": true,
        "AAA": false
      },
      {
        "foreground": "#0080CC",
        "background": "#FFFFFF",
        "ratio": "5.26:1",
        "AA": true,
        "AAA": false
      },
      {
        "foreground": "#0080CC",
        "background": "#E0F2FF",
        "ratio": "4.8:1",
        "AA": true,
        "AAA": false,
        "note": "Blue on Blue Tint — passes AA only"
      },
      {
        "foreground": "#1A1A2E",
        "background": "#FFFFFF",
        "ratio": "18.44:1",
        "AA": true,
        "AAA": true
      },
      {
        "foreground": "#1A1A2E",
        "background": "#F7F8FC",
        "ratio": "17.5:1",
        "AA": true,
        "AAA": true
      },
      {
        "foreground": "#FFFFFF",
        "background": "#1A1A2E",
        "ratio": "18.44:1",
        "AA": true,
        "AAA": true
      }
    ]
  },
  "applications": {
    "print": {
      "primary_colour_mode": "CMYK",
      "secondary_colour_mode": "Pantone",
      "minimum_logo_width_mm": 25,
      "safe_fonts": ["Helvetica Neue", "Arial"],
      "note": "Request print-ready assets from brand@tmcgroup.com.au"
    },
    "digital": {
      "primary_colour_mode": "HEX",
      "secondary_colour_mode": "RGB",
      "image_format_logo": "PNG (transparent)",
      "image_format_photos": "WebP with JPEG fallback",
      "minimum_logo_width_px": 80
    },
    "email": {
      "signature": {
        "name_color": "#0080CC",
        "title_color": "#1A1A2E",
        "link_color": "#0080CC",
        "font": "Arial, Helvetica, sans-serif",
        "note": "Use Arial for maximum email client compatibility"
      }
    },
    "social_media": {
      "profile_image": "Pyramid mark on white background, square crop",
      "cover_image": "TMC Signature Gradient with white logotype",
      "post_template": "White card on gradient background"
    },
    "presentations": {
      "title_slide": "Full bleed gradient background, white text",
      "content_slide": "White background, charcoal text, blue accents",
      "accent_color": "#0080CC",
      "heading_font": "Sora or substitute with Calibri",
      "body_font": "Inter or substitute with Calibri"
    }
  },
  "social_media": {
    "platforms": {
      "linkedin": {
        "handle": "tmc-group",
        "url": "https://linkedin.com/company/tmc-group",
        "primary_platform": true
      },
      "facebook": {
        "handle": "tmcgroupau",
        "url": "https://facebook.com/tmcgroupau"
      },
      "twitter_x": {
        "handle": "@TMCGroupAU",
        "url": "https://twitter.com/TMCGroupAU"
      }
    },
    "hashtags": {
      "brand": "#TMCGroup",
      "campaign": "#TechnologyManagedConfidently",
      "industry": ["#ManagedIT", "#ITSupport", "#CyberSecurity", "#CloudServices"]
    }
  }
}