{ "schema": "brand-kit@2", "palette": { "paper": "#FFFFFF", "surface": "#F6F6F6", "ink": "#1B1B1B", "ink_muted": "#58585B", "accent": "#D83933", "on_accent": "#FFFFFF", "accent_secondary": "#0032A0", "night": "#000000", "on_night": "#FFFFFF", "extras": [ { "name": "NASA Blue", "hex": "#0032A0", "role": "Published Insignia color: the sphere of the full-color Insignia. RGB 0 50 160, CMYK 100/80/0/12, PMS 286. Not used as a UI color on the homepage (observed); in a borrowed kit it is the secondary brand color for grounds and data, never for the org's own logo imitation.", "site_use": "not on the homepage UI (observed 2026-10-30)", "prov": "published", "source": "https://www.nasa.gov/wp-content/uploads/2023/07/nasa-insignia-colorguide.png" }, { "name": "NASA Red", "hex": "#E4002B", "role": "Published Insignia color: the vector (red chevron) of the full-color Insignia; also the Logotype (Worm) color. RGB 228 0 43, CMYK 0/100/100/0, PMS 185.", "site_use": "not on the homepage UI; the site uses the two reds below (observed 2026-10-30)", "prov": "published", "source": "https://www.nasa.gov/wp-content/uploads/2023/07/nasa-insignia-colorguide.png" }, { "name": "CTA Red", "hex": "#D83933", "role": "Solid primary button fill on the homepage (Join the Mission). White Inter Bold text.", "site_use": "hero primary button", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Arrow Red", "hex": "#F64137", "role": "Fill of the 18-20px round arrow badge that ends every text link (white arrow inside); also the red of the NASA+ LIVE badge as seen.", "site_use": "every arrow link, section header links, card titles", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Heading Ink", "hex": "#1B1B1B", "role": "Headings and body text on light grounds (Featured News, Image Of The Day, MAX POWER).", "site_use": "light-ground text", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Black", "hex": "#000000", "role": "Nav bar, hero base, featured-video band, subscription band base, footer; link text on light grounds (Recently Published, View full image page, card titles in lists).", "site_use": "dark bands and some link text", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Carbon 90", "hex": "#17171B", "role": "Ground of the NASA Missions card band (a near-black that separates it from the pure-black bands around it).", "site_use": "NASA Missions band", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Carbon 80", "hex": "#2E2E32", "role": "Fill of the 32px round social buttons in the footer.", "site_use": "footer socials", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Spacesuit White", "hex": "#F6F6F6", "role": "Light grey ground of the MAX POWER feature band and of the Image Of The Day figure frame; Privacy Policy link color on the subscription band.", "site_use": "feature band, figure frame", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Muted Ink", "hex": "#58585B", "role": "Dates and type icons in the small news list; footer legal hairline.", "site_use": "meta text on light, footer hairline", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Count Grey", "hex": "#717173", "role": "Gallery image counts (422 IMAGES) in DM Mono.", "site_use": "gallery counts", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Label Grey", "hex": "#959599", "role": "FEATURED VIDEO eyebrow, Follow NASA heading, footer meta (Page Last Updated).", "site_use": "muted labels on black", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Footer Grey", "hex": "#B9B9BB", "role": "Footer description text and legal links on black.", "site_use": "footer secondary text", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Lead Grey", "hex": "#D1D1D1", "role": "Body text in the featured-video band; phone search icon.", "site_use": "muted body on black", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Rule Grey", "hex": "#565C65", "role": "1px border of the header search field.", "site_use": "search input border", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "name": "Page White", "hex": "#FFFFFF", "role": "Page ground; all text on photos and black bands; arrow glyphs.", "site_use": "page ground, text on dark", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } ] }, "typography": { "display": { "family": "Inter", "weight": 700, "tracking": 0, "line_height": 1.05, "fallback_stack": "\"Helvetica Neue\", Helvetica, Arial, sans-serif", "real": "Inter (Horizon Design System display and headings face; open, SIL OFL 1.1, Google Fonts)", "stand_in": false, "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/", "site": { "weight": "700 headings, 600 nav items and text links", "size_px": "72 hero H1 (35.2 phone); 48 Featured News (33.6 phone); 40 section H2 (24-29 phone); 56 subscription H2 (36 phone); 29 card titles (22 phone)", "line_height": "1.05 hero; 0.95 Featured News and Image Of The Day; 1.0 section H2; 1.1 subscription; 1.05 card titles", "tracking": "normal (0) everywhere", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } }, "body": { "family": "Public Sans", "weight": 400, "tracking": 0, "line_height": 1.65, "scale": 1, "fallback_stack": "-apple-system, \"Helvetica Neue\", Arial, sans-serif", "real": "Public Sans (Horizon Design System body face; open, SIL OFL 1.1, Google Fonts; served on nasa.gov as \"Public Sans Web\")", "stand_in": false, "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/", "site": { "weights": "400 body; 700 news-card titles, leads and the subscription lead; 600 footer meta values", "sizes_px": "16 (14.4 phone) body; 22 news-card titles (18 phone); 18 lead; 14 small-list titles (12 phone); 14.4 footer legal", "line_height": "1.65 body (26.4px at 16); 1.05 card titles; 1.25 small titles", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } }, "mono": { "family": "DM Mono", "weight": 500, "fallback_stack": "Menlo, Consolas, monospace", "real": "DM Mono (Horizon Design System face for numbers and small labels; open, SIL OFL 1.1, Google Fonts)", "stand_in": false, "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/", "site": { "weights": "500", "sizes_px": "11.2 everywhere (desktop and phone)", "case": "uppercase", "tracking": "3.5px (0.3125em)", "use": "eyebrows (DRAGONFLY, TODAY, FEATURED VIDEO), content types (NEWS RELEASE, BLOG, ARTICLE), read times (4 MIN READ), dates (OCTOBER 28, 2026), counts (422 IMAGES)", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } } }, "style": { "button_shape": "rounded", "button_note": "Solid buttons have a 4px radius (observed); every other link is a text link ending in a red round arrow badge.", "corners": "square: cards, photos, figure frames and bands all have 0 radius; only buttons (4px) and the round badges/controls (50%) are curved", "linework": "1px hairlines: rgba(255,255,255,0.2) column rules in the hero, #58585B footer rule, #565C65 search border", "motion": "hero carousel autoplays with a progress ring and pause control; no motion guidance published", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "voice": { "tone": [ "Plain", "Curious", "Factual", "Invitational" ], "notes": [ "No voice guide is published in the NASA Brand Center; the tone words and notes are our reading of nasa.gov (observed 2026-10-30).", "Two voices: the homepage hero speaks to the reader as \"you\" with one exclamation of wonder; news, cards and the footer are third-person and factual (\"NASA explores...\").", "Headlines are short noun phrases or the mission name itself (Journey to Titan, Image Of The Day, More Topics from NASA), set in title case.", "The science does the persuading: claims are what a mission did, with the mission name, never superlatives about NASA.", "Labels are terse metadata in caps mono: content type, read time, date, count.", "For anyone outside NASA: never imply endorsement. NASA bans \"NASA approved\", \"official NASA\" and similar wording (published, advertising guidelines).", "Science captions may open with one lyrical image (\"Like a spectral form rising out of a cold mist\", observed) before the facts." ], "rules": [ { "id": "headline-case", "kind": "headline_case", "value": "title", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "id": "exclamations", "kind": "exclamations", "value": "at_most_one", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "id": "spelling", "kind": "spelling", "value": "en-US", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "id": "person", "kind": "person", "value": "third", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "text": "Institutional copy names NASA in the third person; only hero calls to action address \"you\"." }, { "id": "no-endorsement", "kind": "avoid", "terms": [ "NASA approved", "official NASA", "genuine NASA", "original NASA", "authentic NASA", "NASA collection", "trusted by" ], "instead": "\"NASA-themed\" or \"NASA-inspired\"", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/advertising-guidelines/" }, { "id": "no-novelty-type", "kind": "custom", "text": "Never set the organisation name in decorative or novelty fonts, or in lettering that resembles the Insignia typeface or the Worm logotype (NASA rule).", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/" }, { "id": "labels-mono", "kind": "custom", "text": "Metadata labels (type, read time, date, count) in DM Mono 500 uppercase, 3.5px tracking; never sentences in mono.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "id": "link-arrow", "kind": "custom", "text": "Every text link ends with the round red arrow badge; link labels are 1-4 words (Learn More, Discover More, Sign Up).", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "id": "credit-images", "kind": "custom", "text": "Credit NASA imagery (NASA/Name) under the photo; NASA asks to be acknowledged as the source.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/images-and-media/" } ], "approved": { "phrases": [ "NASA-themed", "NASA-inspired", "Learn More", "Discover More" ], "words": [] }, "banned": [ "NASA approved", "official NASA", "genuine NASA", "authentic NASA", "trusted by" ], "is_not": [ [ "Plain", "Bureaucratic" ], [ "Curious", "Sensational" ], [ "Factual", "Dry" ], [ "Invitational", "Salesy" ] ], "prov": "inferred", "source": "https://www.nasa.gov/ (2026-10-30)" }, "spec": { "source": "https://www.nasa.gov/", "how": "NASA Brand Center guideline pages read 2026-10-30; the Insignia palette read from the published color guide image (https://www.nasa.gov/wp-content/uploads/2023/07/nasa-insignia-colorguide.png); homepage measured with computed styles at 1440 and 390 on 2026-10-30", "provenance": "published guide + observed homepage", "motion": [ { "name": "hero-carousel", "use": "Hero slides advance automatically; a white ring around the round thumbnail shows progress and a pause button stops it. Durations and easing were not measured.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } ], "icons": { "grid": "not published", "sizes": [ { "name": "arrow-badge", "px": 20, "use": "red round arrow after every link" }, { "name": "type-icon", "px": 16, "use": "circled content-type icon before mono type labels" }, { "name": "social", "px": 32, "use": "footer social circles" } ], "stroke": "not published", "color": "white glyphs on #F64137 badges; #58585B type icons on light; white on dark", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "signature": [ { "id": "photo-skrim", "name": "Photo under a black skrim", "where": "hero, news cards, mission and topic cards", "spec": "full-bleed NASA photography, object-fit cover, 0 radius, under linear-gradient(65.99deg, #000000 0, rgba(0,0,0,0) 99.04%); white Inter Bold titles sit bottom-left (cards) or left (hero) on the dark corner", "dont": "round the corners, tint the photo blue or red, or use stock imagery", "example": { "ground": "photo-dark", "text": "Journey to Titan" } }, { "id": "red-arrow-badge", "name": "Red arrow badge", "where": "every text link and card", "spec": "a #F64137 circle with a white right arrow after the link label: 19px on text links (6px gap after 16px labels, 9px after 22.4px labels); 26px on desktop portrait cards (20px phone), placed 15px right of the title block and centred on it", "once": "one badge per link", "dont": "use it as a bullet or without a label", "example": { "ground": "paper", "text": "Recently Published" } }, { "id": "mono-metadata", "name": "Mono metadata", "where": "eyebrows, content types, read times, dates, counts", "spec": "DM Mono 500, 11.2px, uppercase, 3.5px tracking", "dont": "set sentences or headlines in mono", "example": { "ground": "night", "text": "4 MIN READ" } }, { "id": "black-white-rhythm", "name": "Black and white rhythm", "where": "band order", "spec": "black nav and hero, white news, black video, near-black #17171B missions, white image bands, photo band, #F6F6F6 story, white topics, black footer; color comes from the photographs, not from UI fills", "dont": "fill bands with NASA Blue or NASA Red", "example": { "ground": "night", "text": "NASA Missions" } } ], "page": { "source": "https://www.nasa.gov/", "date": "2026-10-30", "prov": "observed", "nav": { "summary": "Black bar: Explore menu and a search field at left, the logo slot centred, three menu items at right (News & Events, Multimedia, NASA+ with a LIVE badge). Phone: hamburger left, logo slot centred, search icon right.", "ground": "#000000", "height": "86px desktop, 84px phone", "border": "none", "logo": { "variant": "the org's own logo, centred (NASA places its Insignia here; the kit carries no NASA mark). For a build, set the word NASA as plain text in Inter 700 22px white, centred in the slot; never styled on the Worm or the Insignia lettering", "px": "60x50 slot", "position": "desktop x 690 y 16 (horizontally centred); phone x 165 y 16 (centred)" }, "links": { "count": 4, "labels": "Explore (left); News & Events, Multimedia, NASA+ (right)", "size": "17.6px/17.6px Inter", "weight": 600, "color": "#FFFFFF", "alignment": "Explore at x 32 with a 15px circled chevron at x 114; right group News & Events x 980, Multimedia x 1159, NASA+ x 1303 (right edge x 1412); 11px down-chevrons 8px after News & Events and Multimedia" }, "actions": [ "Search field: 200x32 at x 161 y 29, #000000 fill, 1px solid #565C65 border, radius 0, padding 0 8px, placeholder \"Search\" Public Sans 15px white", "NASA+ is followed by a small LIVE badge: 1px red outline, red uppercase text about 9px (badge colour as seen; build with #F64137)" ], "sticky": "not measured", "phone": "84px black: 24px hamburger at x 24, logo slot 60x50 centred, 22px search magnifier #D1D1D1 at x 344; no visible menu labels" }, "hero": { "summary": "Full-bleed 640px photo carousel slide under a left-to-right black skrim: a 72px white headline, a short paragraph and one solid red button at left; a row of three ruled link columns near the bottom; a round thumbnail and a black pause button at bottom right.", "desktop": { "section": "y 86-726 (640px), full bleed, ground #000000 under the photo", "column_split": "text column x 24, max 696px wide; bottom link row: 3 columns 332px wide at x 24, 372, 720 (16px gaps)", "vertical_anchors": "H1 top y 245 (159px below hero top), 1 line, 76px tall; paragraph y 337 (3 lines at 640px width); button y 432; column rules y 604; mono labels y 632; links y 668 (text)", "text_max_width": "H1 696px; paragraph 640px", "media": "photo covers the whole slide (object-fit cover, 1440x640); skrim layer on top: linear-gradient(65.99deg, #000000 0, rgba(0,0,0,0) 99.04%)", "cta_size": "216x46" }, "phone": { "order": "carousel controls (top left), H1, paragraph, full-width button, three stacked link rows", "alignment": "left, 24px gutter", "sizes": "section y 84-724 (640px); controls 50px circles at x 16 and 86, y 92; H1 35.2px/37px at y 162 (1 line); paragraph 14.4px/23.8px y 214 (6 lines, 342px); button 342x43 at y 371 (text 18.9px); link rows 83px each with a top rule at y 461, 543, 626, padding 8px 0: label then link" }, "at_rest": "first slide shown (Journey to Titan); progress ring around the thumbnail is animation only; skrim and photo static", "media": "Desktop: hero-dragonfly.jpg, object-fit cover, object-position 82% 53%. Phone: hero-dragonfly-phone.jpg, the site's own 400x163 rendition, upscaled to cover 390x640 at the same 82% 53% (it renders soft and blurry behind the text; that softness is part of the look)", "type": "H1 Inter 72px/75.6px 700 #FFFFFF; paragraph Public Sans 16px/26.4px 400 #FFFFFF; mono labels DM Mono 11.2px 500 uppercase +3.5px #FFFFFF; links Inter 16px 600 #FFFFFF + arrow badge (19px #F64137 circle, white arrow; 6px after 16px labels, 9px after 22.4px labels)", "cta": "Join the Mission: solid #D83933, white Inter 22.1px 700, radius 4px, padding 12px 20px, 216x46", "proof": "none in the hero", "controls": "bottom right: 50px round thumbnail of the slide (x 1288 y 636) with a white progress ring, and a 50px black circle with a white 18px pause glyph (x 1358 y 636)", "rules": "each link column has a 1px top border rgba(255,255,255,0.2) and padding-top 16px", "content": [ "Journey to Titan (1 line)", "Paragraph (paraphrase, about 240 characters: 3 lines at 640px desktop, 6 lines at 342px phone): you may never fly to Titan, but your name can, etched on a microchip aboard Dragonfly with a personal digital boarding pass", "Button: Join the Mission", "Columns: DRAGONFLY · Mission Overview | DRAGONFLY BLOG · Mission Updates | EXPLORING TITAN · Mission Science" ] }, "sections": [ { "name": "Featured News", "summary": "White band: a 48px H2 at left, a Recently Published arrow link at right, a mosaic of four photo news cards, then a row of four small round-thumbnail news items.", "ground": "#FFFFFF", "desktop": { "band": "y 726-1519, padding 72px top and bottom", "content": "x 72-1368 (1296px)", "header": "H2 Featured News Inter 48px/45.6px 700 #1B1B1B at x 72 y 798; Recently Published Inter 22.4px 700 #000000 + arrow badge (19px #F64137 circle, white arrow; 6px after 16px labels, 9px after 22.4px labels), right-aligned (x 1129-1368) at y 830", "mosaic": "y 908-1308: card A 640x400 at x 72; card B 312x400 at x 728; cards C and D 312x192 stacked at x 1056 (y 908 and 1116); 16px gaps", "small_row": "y 1349: 4 items in 324px columns at x 72, 396, 720, 1044: 80x80 circular thumbnail, then a 204px text column at +104px" }, "phone": { "band": "y 724-2711, padding 72px 40px", "header": "H2 33.6px/31.92px on ONE line at y 796 (310px column, never width-capped); Recently Published link below it at y 872", "cards": "one column 310px wide at x 40: A 310x400, B 310x400, C 310x200, D 310x200, 16px gaps, starting y 918; titles 18px/18.9px", "small_list": "one column; items start y 2212, 2344, 2468, 2593 (about 125px pitch): 80x80 circle thumb at x 40, text at x 144 (206px), title 12px/15px; band ends y 2711" }, "anatomy": [ "News card: photo cover, 0 radius, skrim linear-gradient(65.99deg, #000000 0, rgba(0,0,0,0) 99.04%), padding 24px", "Card top-left: 16px circled type icon + type label (NEWS RELEASE, BLOG, ARTICLE) DM Mono 11.2px 500 uppercase +3.5px #FFFFFF", "Card bottom-left: read time (4 MIN READ) in mono, its box 7px above the title box; title Public Sans 22px/23.1px 700 #FFFFFF; the stack is bottom-aligned with 24px padding (title bottom 24px above the card bottom), so on the 192px cards it fills from just under the type label", "Small item text column, top to bottom: read time mono #1B1B1B; title Public Sans 14px/17.5px 700 #000000 (3 lines); date mono #58585B (OCTOBER 28, 2026); type icon 16px #58585B + type label mono #58585B" ], "components": [ "news_card", "news_item_small", "arrow_link" ], "content": [ "Captured 2026-10-30 (NASA news rotates daily; use these as the build copy):", "Card A: NEWS RELEASE · 4 MIN READ · NASA Releases MAX POWER Key Events for Media, Participants", "Card B: BLOG · 3 MIN READ · Space Crops and Advanced Tech Wrap Up Week Following Spacewalk", "Card C: ARTICLE · 5 MIN READ · NASA-funded Study Details One of Oldest Mars Meteorites Ever Found", "Card D: BLOG · 4 MIN READ · NASA's TRACERS First Results Offers Peek into Violent Magnetic Process", "Item 1: 3 MIN READ · NASA's Lucy Reaches Trojan Asteroid Region 5 Years After Launch · OCTOBER 28, 2026 · BLOG", "Item 2: 6 MIN READ · NASA's Perseverance Offers Clues to Protect Crews From Mars Dust · OCTOBER 26, 2026 · ARTICLE", "Item 3: 3 MIN READ · Sunshade for NASA's NEO Surveyor Mission Ready for Its Day in Sun · OCTOBER 26, 2026 · BLOG", "Item 4: 2 MIN READ · November's Night Sky Notes: Light-Day Away · OCTOBER 30, 2026 · ARTICLE" ] }, { "name": "Featured Video", "summary": "Full-bleed black band: a vertically centred text column at left (mono eyebrow, 36px title, grey paragraph, arrow link) and a 16:9 video frame at right.", "ground": "#000000", "desktop": { "band": "y 1519-2163 (644px), padding 72px 24px", "text": "x 24, 424px wide, vertically centred: FEATURED VIDEO eyebrow y 1701 (#959599), H2 y 1728 (2 lines), paragraph y 1820 (5 lines), Learn More y 1960", "video": "888x500 16:9 frame at right (x 528-1416), vertically centred; an embedded YouTube player that renders as a plain #000000 rectangle in screenshots: build it as an empty #000000 frame" }, "phone": { "band": "640px, padding 72px 24px", "order": "eyebrow, H2 29px/30.5px (2 lines), paragraph, Learn More, then the 342x192 video frame" }, "anatomy": [ "Eyebrow DM Mono 11.2px 500 uppercase +3.5px #959599", "H2 Inter 36px/37.8px 700 #FFFFFF", "Paragraph Public Sans 14px/23.1px 400 #D1D1D1", "Learn More: Inter 16px 600 #FFFFFF + arrow badge (19px #F64137 circle, white arrow; 6px after 16px labels, 9px after 22.4px labels)" ], "components": [ "arrow_link" ], "content": [ "FEATURED VIDEO · Ghostly Cat's Head Nebula (2 lines at 424px)", "Paragraph (5 lines at 424px): opens with the lyrical line \"Like a spectral form rising out of a cold mist,\" then, in paraphrase, Hubble and Webb capture a star-forming scene in the Carina Nebula about 7,500 light-years away", "Link: Learn More" ] }, { "name": "NASA Missions", "summary": "Near-black band: a 40px white H2 at left and Discover More at right, then four tall portrait photo cards with white titles and arrow badges.", "ground": "#17171B", "desktop": { "band": "y 2163-2924: 72px top, 112px bottom (cards end y 2812)", "header": "H2 Inter 40px/40px 700 #FFFFFF at x 70 y 2234; Discover More Inter 22.4px 700 #FFFFFF + arrow badge (19px #F64137 circle, white arrow; 6px after 16px labels, 9px after 22.4px labels), right edge x 1370", "cards": "4 cards 310x465 at x 70, 400, 730, 1060 (20px gaps) from y 2347" }, "phone": { "header": "band top y 3423; H2 24px at x 30 y 3495 (72px padding); Discover More at y 3555; cards from y 3617", "cards": "stacked 330x495 at x 30, 48px apart (y 3617, 4160, 4703, 5246); titles 22px/23.1px" }, "anatomy": [ "Topic card: photo cover, 0 radius, same 65.99deg black skrim", "Title block (max 221px, wraps normally) at 24px left padding, its bottom 53px above the card bottom; 26px badge 15px right of the block, centred on it. Phone: 46px above the bottom, 20px badge", "Cards: Hubble Space Telescope, James Webb Space Telescope, Perseverance Rover, Eyes" ], "components": [ "topic_card", "arrow_link" ] }, { "name": "Image Of The Day", "summary": "White band: text column at left (TODAY eyebrow, 41px H2, a bold image title, body and an arrow link) and a large image in a light grey frame at right with a link under it.", "ground": "#FFFFFF", "desktop": { "band": "y 2924-3661: 72px top, about 82px below View full image page", "text": "x 64, 397px wide: TODAY y 3007; H2 Inter 41px/38.9px 700 #1B1B1B y 3030; image title Public Sans 22px/23.1px 700 #1B1B1B y 3149 (2 lines); body Public Sans 16px/26.4px #1B1B1B y 3211 (4 lines); Browse Image Archive Inter 16px 600 #000000 + arrow y 3333", "figure": "#F6F6F6 frame 835x557 at x 541 y 2996; image 805x557 inside (x 556), cover; a small round blue download button (about 28px, hex not measured) inset at its top right", "below": "View full image page Inter 16px 600 #000000 + arrow, right-aligned under the figure (y 3563)" }, "phone": { "order": "TODAY, H2 29px/27.6px, image 342x237, View full image page (right-aligned), image title 18px/18.9px, body 14.4px/23.8px, Browse Image Archive", "gutter": "24px" }, "anatomy": [ "TODAY: DM Mono 11.2px 500 uppercase +3.5px #1B1B1B", "Image title is bold Public Sans, not Inter" ], "components": [ "arrow_link" ], "content": [ "TODAY · Image Of The Day", "Image title (2 lines): NASA's James Webb Space Telescope Captures Eerie Cat's Head", "Body (paraphrase, 4 lines): Webb's mid-infrared view traces the Cat's Head Nebula through warm dust and carbon-based molecules lit by starlight", "Links: Browse Image Archive; View full image page" ] }, { "name": "More NASA Images", "summary": "White band: a 40px H2, then three gallery cards in a row, each a three-photo mosaic with a bold title and a mono image count.", "ground": "#FFFFFF", "desktop": { "band": "y 3661-4169: 0 top padding (follows Image Of The Day directly), 72px bottom", "header": "H2 Inter 40px/40px 700 #1B1B1B at x 70 y 3661", "cards": "3 cards 420px wide at x 70, 510, 950 from y 3774: mosaic = one 265x206 photo + two 151x101 photos stacked at its right (4px gaps); title Inter 16px/16.8px 700 #000000 at y 3997 (2 lines); count DM Mono 11.2px #717173 at y 4046" }, "phone": { "cards": "one column 330px at x 30, 288px apart: mosaic 207x169 + two 119x83; title 14px/14.7px" }, "anatomy": [ "Titles span the full 420px card width (2 lines), never narrowed", "Counts as shown on 2026-10-30" ], "components": [ "gallery_card" ], "content": [ "Great Observatories: Hubble Space Telescope Gallery · 422 IMAGES", "Great Observatories: James Webb Space Telescope Gallery · 39 IMAGES", "Great Observatories: Chandra X-ray Observatory Gallery · 24 IMAGES" ] }, { "name": "Newsletter sign-up", "summary": "Full-bleed space photograph band with a three-line 56px white headline, a bold lead, a privacy line and a Sign Up arrow link at left.", "ground": "photo-dark", "desktop": { "band": "y 4169-4814 (645px), padding 72px 24px; photo cover over #000000", "text": "x 72, 500px wide: H2 top at band top + 167px (y 4336), Inter 56px/61.6px 700 #FFFFFF, 3 lines; lead Public Sans 16px/16.8px 700 #FFFFFF (2 lines) at +398; privacy line Public Sans 16px/20.8px #FFFFFF at +440 with Privacy Policy #F6F6F6 and a 1px dashed #F6F6F6 underline; Sign Up Inter 22.4px 700 #FFFFFF + arrow at +502", "photo": "image box 1584x709 at x -46, y -24 relative to the band (about 110% of the band, overflow hidden), object-fit cover, object-position 32% 38%: the bright star and cavity sit right of centre, the left behind the text stays dark" }, "phone": { "band": "535px", "sizes": "H2 36px/39.6px (3 lines); lead 14px; privacy line 14.4px with Privacy Policy on its own line", "photo": "image box 429x588 at x -12, y -20 relative to the band, cover, object-position 32% 38%" }, "anatomy": [ "No skrim: the photo (subscribe-ground.jpg) is dark enough on the left; no form field shows, only the Sign Up link" ], "components": [ "arrow_link" ], "content": [ "Explore the Universe from your Inbox", "Lead (paraphrase, 2 lines): the latest NASA news, from Earth to the Moon, the Solar System and beyond", "We will never share your email address. Privacy Policy", "Sign Up" ] }, { "name": "Feature story (MAX POWER)", "summary": "Light grey band: a two-column story with eyebrow, 48px H2, bold lead, body and arrow link at left, and a captioned landscape photo at right.", "ground": "#F6F6F6", "desktop": { "band": "y 4814-5409, padding 72px 32px", "text": "x 72, 608px wide: eyebrow Inter 19.2px/18.2px 700 #1B1B1B y 4905; H2 Inter 48px/50.4px 700 #1B1B1B y 4963; lead Public Sans 18px/22.5px 700 #1B1B1B y 5053 (3 lines); body Public Sans 16px/26.4px #1B1B1B y 5139 (6 lines, two paragraphs); Learn More Inter 22.4px 700 #1B1B1B + arrow y 5313", "media": "608x342 photo at x 760 y 4886, 0 radius; caption below at y 5228, Public Sans 12px #1B1B1B (2 lines), then the credit line NASA/Jim Ross in the same style" }, "phone": { "band": "855px, padding 72px 32px", "order": "eyebrow, H2 29px, lead 16px/20px, body 14.4px/23.8px, Learn More, photo 326x183" }, "anatomy": [ "Eyebrow is Inter Bold sentence case here (not mono)" ], "components": [ "arrow_link" ], "content": [ "Eyebrow: Two-Day Aerospace Festival", "H2: MAX POWER", "Lead (paraphrase, 3 lines): an exposition of air and space technology at Kennedy Space Center in Florida, Nov. 7-8", "Body (paraphrase, two short paragraphs, 6 lines): air shows, technology demonstrations, spaceflight hardware and behind-the-scenes access, with event partners", "Link: Learn More", "Caption (paraphrase): a NASA F-15 flies beside a NASA F/A-18 on a cross-country flight, July 2, 2026; credit NASA/Jim Ross" ] }, { "name": "More Topics from NASA", "summary": "White band: a 40px H2, then eight portrait topic cards in two rows of four, white titles with arrow badges.", "ground": "#FFFFFF", "desktop": { "band": "y 5409-6676: 72px top, 112px bottom", "header": "H2 Inter 40px/40px 700 #1B1B1B at x 70 y 5481", "cards": "2 rows of 4 cards 310x465 at x 70, 400, 730, 1060; rows at y 5594 and 6099 (40px row gap)" }, "phone": { "cards": "8 stacked cards 330x495 at x 30, 48px apart; titles 22px" }, "anatomy": [ "Same topic card as NASA Missions (title block bottom 53px above the card bottom, 26px badge 15px right of the block, centred on it): Missions, Humans In Space, Earth, Our Solar System, Universe, Science Missions, Aeronautics, Technology" ], "components": [ "topic_card" ] } ], "footer": { "summary": "Black footer: the logo slot, a two-line agency name with a grey mission line and two links at left, three link columns, a Follow NASA block with four round social buttons at right, then a hairline, the legal links and a page meta line.", "ground": "#000000; footer y 6676-7270 (594px), padding 56px 24px", "anatomy": [ "Logo slot 64x54 at x 24 y 6732 (NASA puts its Insignia here; use the org's own logo, or plain \"NASA\" in Inter 700 white for a build)", "Grid y 6814: column 1 x 24, 352px: agency name Inter 22px/27.5px 700 #FFFFFF, always white, never grey (2 lines: National Aeronautics and Space / Administration); mission line Public Sans 14px/23.1px #B9B9BB (3 lines); About NASA's Mission Inter 14.4px #FFFFFF; Join Us Inter 16px 600 #FFFFFF + arrow", "Link columns at x 528, 741, 954, Inter 14.4px/17.28px 400 #FFFFFF, 33px row pitch from y 6822:", "Column 2: Home, News & Events, Multimedia, NASA+ (with LIVE badge), Missions", "Column 3: Humans in Space, Earth, The Solar System, The Universe, Science", "Column 4: Aeronautics, Technology, Learning Resources, About NASA, NASA en Español", "Column 5 at x 1225: Follow NASA Inter 16px 700 #959599; four 32px circles #2E2E32 with white glyphs (Facebook, Instagram, X, YouTube), 12px apart; More NASA Social Accounts; NASA Newsletters (Inter 14.4px #FFFFFF)", "Legal row: 1px solid #58585B top rule at y 7093, padding-top 24px; links Public Sans 14.4px #B9B9BB in one line about 32px apart: Sitemap, For Media, Privacy Policy, FOIA, No FEAR Act, Office of the IG, Budget & Annual Reports, Agency Financial Reports, Contact NASA, Accessibility", "Meta row y 7187: Page Last Updated: Oct 30, 2026 (the build date) — leave the editor and official names out; labels Public Sans 14.4px 400 #959599, values 600 #959599" ], "phone": "Everything in one 342px column at x 24: name 18px/22.5px, mission line, links; the three link columns become one list; Follow NASA and socials; legal links stacked one per line; meta lines stacked" }, "dark_ground": { "secondary_button": "none: on dark grounds calls to action are white text links with the red arrow badge", "link": "#FFFFFF, Inter 600 or 700, no underline, red arrow badge", "muted_text": "#D1D1D1 (body), #B9B9BB (footer), #959599 (labels)", "hairline": "1px rgba(255,255,255,0.2) in the hero, 1px #58585B in the footer", "logo_variant": "the org's own logo in full colour on black (NASA: full-color Insignia on black is a preferred ground)" } }, "bands": [ { "label": "Navigation", "ground": "#000000", "content": "Explore + search, centred logo slot, 3 menus", "desktop": "86px", "phone": "84px: hamburger, logo, search icon", "anatomy": [ "Not sticky in the capture" ] }, { "label": "Hero carousel", "ground": "photo-dark", "content": "photo, skrim, H1, paragraph, red button, 3 ruled link columns, controls", "desktop": "640px; text at left from y 245", "phone": "640px; controls top-left", "anatomy": [ "Skrim 65.99deg black to transparent" ] }, { "label": "Featured News", "ground": "#FFFFFF", "content": "H2 + Recently Published, 4-card mosaic, 4 small items", "desktop": "793px incl. 72px padding", "phone": "about 1990px", "anatomy": [ "Cards 640x400, 312x400, 312x192 x2" ] }, { "label": "Featured Video", "ground": "#000000", "content": "text column + 16:9 frame", "desktop": "644px", "phone": "640px", "anatomy": [ "Frame renders black" ] }, { "label": "NASA Missions", "ground": "#17171B", "content": "H2 + Discover More, 4 portrait cards", "desktop": "761px: 72px top, 112px bottom", "phone": "stacked cards", "anatomy": [ "Cards 310x465" ] }, { "label": "Image Of The Day", "ground": "#FFFFFF", "content": "text column + framed image", "desktop": "737px", "phone": "stacked", "anatomy": [ "Frame #F6F6F6" ] }, { "label": "More NASA Images", "ground": "#FFFFFF", "content": "H2 + 3 gallery mosaics", "desktop": "508px: 0 top, 72px bottom", "phone": "stacked", "anatomy": [ "Counts in mono #717173" ] }, { "label": "Newsletter sign-up", "ground": "photo-dark", "content": "space photo, 56px H2, lead, privacy line, Sign Up", "desktop": "645px", "phone": "535px", "anatomy": [ "No form field" ] }, { "label": "Feature story", "ground": "#F6F6F6", "content": "eyebrow, 48px H2, lead, body, link | captioned photo", "desktop": "595px", "phone": "855px", "anatomy": [ "Two columns 608px" ] }, { "label": "More Topics from NASA", "ground": "#FFFFFF", "content": "H2 + 8 portrait cards (2x4)", "desktop": "1267px: 72px top, 112px bottom", "phone": "8 stacked cards", "anatomy": [ "Same card as Missions" ] }, { "label": "Footer", "ground": "#000000", "content": "logo slot, name + mission, 3 link columns, socials, legal, meta", "desktop": "594px (y 6676-7270), padding 56px 24px", "phone": "one column", "anatomy": [ "Hairline #58585B" ] } ], "layout": { "page_margin": { "desktop": 72, "phone": 24 }, "section_padding": { "desktop": 72, "phone": 72 }, "container_max": 1296, "hero_text_max": 696, "columns": 4, "columns_phone": 1, "gutter": 20, "gutter_phone": 16, "card_gap": 16, "nav_height": 86, "note": "Left content edge by band at 1440 (observed): hero, featured video and footer x 24; Image Of The Day x 64; Featured News and feature story x 72; card grids (NASA Missions, More NASA Images, More Topics) x 70 with 310px cards 20px apart. page_margin 72 is the news/story value; use the band's own x. Measured on https://www.nasa.gov/ (2026-10-30) at 1440 and 390. Content x 72-1368 (1296px) for news and story bands; card grids x 70-1370 with 20px gaps (310px cards); the hero and the featured-video and footer bands use a 24px edge margin. Vertical padding 72px on every band (desktop and phone). Phone gutters: 24px (hero, video, image of the day, footer), 30px (card grids), 40px (featured news), 32px (feature story). Bottom padding is 112px on the two portrait-card bands (NASA Missions, More Topics) and 0 top on More NASA Images. Phone breakpoint not measured; 600px is our default.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "type": [ { "role": "Hero H1", "id": "display-xl", "face": "display", "size": { "desktop": 72, "phone": 35.2 }, "line_height": 1.05, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Subscription H2", "id": "display-l", "face": "display", "size": { "desktop": 56, "phone": 36 }, "line_height": 1.1, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Featured News H2 / feature story H2", "id": "display-m", "face": "display", "size": { "desktop": 48, "phone": 33.6 }, "line_height": 0.95, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "note": "MAX POWER H2 is 48px/50.4px desktop, 29px phone" }, { "role": "Image Of The Day H2", "id": "display-iotd", "face": "display", "size": { "desktop": 41, "phone": 29 }, "line_height": 0.95, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Section H2 (NASA Missions, More NASA Images, More Topics)", "id": "heading-l", "face": "display", "size": { "desktop": 40, "phone": 24 }, "line_height": 1, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Featured video H2", "id": "heading-m", "face": "display", "size": { "desktop": 36, "phone": 29 }, "line_height": 1.05, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Topic card title", "id": "card-title", "face": "display", "size": { "desktop": 29, "phone": 22 }, "line_height": 1.05, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Header link (Recently Published, Discover More, Sign Up)", "id": "link-l", "face": "display", "size": { "desktop": 22.4, "phone": 22.4 }, "line_height": 1, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Nav item", "id": "nav", "face": "display", "size": { "desktop": 17.6, "phone": 17.6 }, "line_height": 1, "tracking_px": 0, "weight": 600, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Text link (Mission Overview, Learn More)", "id": "link", "face": "display", "size": { "desktop": 16, "phone": 16 }, "line_height": 1, "tracking_px": 0, "weight": 600, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Footer link", "id": "footer-link", "face": "display", "size": { "desktop": 14.4, "phone": 14.4 }, "line_height": 1.2, "tracking_px": 0, "weight": 400, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "News card title", "id": "news-title", "face": "body", "size": { "desktop": 22, "phone": 18 }, "line_height": 1.05, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Lead", "id": "lead", "face": "body", "size": { "desktop": 18, "phone": 16 }, "line_height": 1.25, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Body", "id": "body", "face": "body", "size": { "desktop": 16, "phone": 14.4 }, "line_height": 1.65, "tracking_px": 0, "weight": 400, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Small news title", "id": "small-title", "face": "body", "size": { "desktop": 14, "phone": 12 }, "line_height": 1.25, "tracking_px": 0, "weight": 700, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Footer legal and meta", "id": "legal", "face": "body", "size": { "desktop": 14.4, "phone": 14.4 }, "line_height": 1.2, "tracking_px": 0, "weight": 400, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "role": "Mono label", "id": "label", "face": "mono", "size": { "desktop": 11.2, "phone": 11.2 }, "line_height": 1, "tracking_px": 3.5, "weight": 500, "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "case": "uppercase" } ], "components": { "button_primary": { "fill": "#D83933", "text": "#FFFFFF", "radius": 4, "padding": "12px 20px", "height": 46, "padding_x": 20, "font_size": 22.1, "weight": 700, "face": "display", "example": "Join the Mission (216x46); phone full width 342x43 at 18.9px", "note": "The only solid button on the page", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "arrow_link": { "text": "#FFFFFF", "text_on_light": "#000000 (Recently Published, View full image page, Browse Image Archive) or #1B1B1B (Learn More in the story band)", "badge": "19px circle #F64137 with a white right arrow; gap after the label 6px for 16px links, 9px for 22.4px links; vertically centred on the label", "sizes": "Inter 16px 600 (in-band links) or 22.4px 700 (section header links)", "note": "Every call to action except the hero button", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "news_card": { "radius": 0, "skrim": "linear-gradient(65.99deg, #000000 0, rgba(0,0,0,0) 99.04%)", "padding": "24px", "type_label": "16px circled icon + mono label, top left", "title": "Public Sans 22px/23.1px 700 #FFFFFF, bottom left, read time above it", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "news_item_small": { "thumb": "80x80 circle (border-radius 50%)", "text_column": "204px at thumb + 24px", "stack": "read time (mono #1B1B1B), title (Public Sans 14px 700 #000000), date (mono #58585B), type (icon + mono #58585B)", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "topic_card": { "size": "310x465 desktop, 330x495 phone", "radius": 0, "skrim": "linear-gradient(65.99deg, #000000 0, rgba(0,0,0,0) 99.04%)", "title": "Inter 29px/30.5px 700 #FFFFFF in a shrink-to-fit box, max 221px wide (normal word wrapping: \"James Webb / Space / Telescope\", \"Humans In / Space\", \"Our Solar / System\"), left at 24px padding; the title block's bottom sits 53px above the card bottom on desktop, 46px on phone", "badge": "26px #F64137 circle with a white arrow, 15px to the right of the title BLOCK and vertically centred on the whole block (so it sits right after one-word titles like \"Eyes\" and beside multi-line titles); 20px on phone. Never inside the text flow, never pinned to the card edge", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "gallery_card": { "mosaic": "265x206 + two 151x101 stacked, 4px gaps", "title": "Inter 16px/16.8px 700 #000000, spanning the full 420px card width (wraps to 2 lines), never narrowed", "count": "DM Mono 11.2px #717173 uppercase", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "search_input": { "fill": "#000000", "border": "1px solid #565C65", "radius": 0, "size": "200x32", "text": "Public Sans 15px #FFFFFF", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "social_button": { "fill": "#2E2E32", "radius": "pill", "size": "32x32", "glyph": "#FFFFFF, about 16px", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" }, "carousel_control": { "size": "50x50 circles", "thumb": "slide thumbnail in a circle with a white progress ring", "pause": "#000000 circle (as rendered) with an 18px white pause glyph", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } } }, "system": { "fixed": [ "Black and white bands; color comes from photography", "Inter Bold headings, Public Sans body, DM Mono metadata", "Square photo cards under a diagonal black skrim", "A red round arrow badge after every link", "No NASA mark and no Worm-like or Insignia-like lettering in a borrowed kit" ], "flex": "which photographs, and how many card rows", "traits": [ { "is": "Plain", "not": "Bureaucratic", "text": "Short noun-phrase headlines and mission names.", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "inferred" }, { "is": "Curious", "not": "Sensational", "text": "Wonder carried by the images, not adjectives.", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "inferred" }, { "is": "Factual", "not": "Dry", "text": "What happened, which mission, when.", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "inferred" }, { "is": "Invitational", "not": "Salesy", "text": "One direct invitation in the hero; links say Learn More.", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "inferred" } ] }, "formats": [ { "format": "Landing page", "level": 4, "must": "Build it the way nasa.gov is built (kit.spec.page): black nav with centred logo slot, 640px full-bleed photo hero under the 65.99deg black skrim with a 72px Inter Bold headline and one #D83933 button, black/white/#17171B bands with 72px padding, square photo cards, red arrow badges on every link, DM Mono metadata; the org's own logo, no NASA mark", "flex": "which bands and how many cards" }, { "format": "Deck", "level": 3, "must": "Black or white slides, one full-bleed photo per section opener with the black skrim, Inter Bold titles, mono labels", "flex": "charts in white and greys with red highlights" }, { "format": "Social post", "level": 4, "must": "Full-bleed photo, skrim, white Inter Bold line, mono label", "flex": "crop" }, { "format": "Email", "level": 2, "must": "Black header, white body, Public Sans text, one red button", "flex": "one hero photo" }, { "format": "Article page", "level": 1, "must": "White page, Inter Bold title, Public Sans body, mono meta line, credited photos", "flex": "image count" } ], "checks": [ { "name": "Logo hidden", "text": "Cover the logo. It should still read as this system: photography in square cards under a black skrim, white Inter Bold, red arrow badges, caps mono labels." }, { "name": "No borrowed marks", "text": "No meatball, worm, seal, orbit, vector or star motif, and no lettering that resembles the Insignia typeface or the Worm." }, { "name": "No endorsement", "text": "No wording that implies NASA approval (\"official NASA\", \"NASA approved\")." }, { "name": "Color from photos", "text": "If the page is colorful without its photos, remove color from the UI." } ], "examples": [ { "chapter": "color", "do": { "ground": "paper", "text": "Join the Mission", "button": true, "button_fill": "#D83933" }, "do_caption": "Actions in red: the one solid button (observed).", "dont": { "ground": "paper", "text": "Featured News", "ink": "#0032A0" }, "dont_caption": "NASA Blue headlines: the blue belongs to the Insignia, not the interface." }, { "chapter": "type", "do": { "ground": "night", "text": "Journey to Titan" }, "do_caption": "Inter Bold, clean sans (published rule).", "dont": { "ground": "night", "text": "NASA", "ink": "#E4002B" }, "dont_caption": "Red NASA lettering styled like the Worm: not permitted (published rule)." } ], "make_it_yours": { "note": "Everything above transfers. These are NASA's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.", "replace": [ "identity", "purpose", "positioning", "messaging.pillars", "messaging.proof_points", "messaging.taglines", "messaging.boilerplate" ], "reference": { "purpose": { "mission": { "text": "Explore the unknown in air and space, innovate for the benefit of humanity, and inspire the world through discovery (paraphrase of the footer line).", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "paraphrase": true }, "story": { "text": "The agency was created under the National Aeronautics and Space Act of 1958. Its Insignia (\"meatball\") was designed by NASA employee James Modarelli and adopted in 1959; the Logotype (\"worm\") by Richard Danne and Bruce Blackburn replaced it from 1976 to 1992, when the Insignia was reinstated as the official identifier.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/" }, "values": [] }, "positioning": { "statement": { "text": "The United States civil space and aeronautics agency, showing the public what it is exploring right now.", "prov": "inferred", "source": "https://www.nasa.gov/ (2026-10-30)" }, "category": { "text": "U.S. government agency for aeronautics and space (the agency name itself).", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/brand-guidelines/" }, "audience": { "text": "The general public, students and educators, media, and partners (Brand Center addresses partners, brands and vendors).", "prov": "inferred", "source": "https://www.nasa.gov/nasa-brand-center/", "also": [ "https://www.nasa.gov/ (2026-10-30)" ] }, "problem": { "text": "Not published. Our reading: space science is remote and technical; the site makes it immediate through imagery and plain headlines.", "prov": "inferred", "source": "https://www.nasa.gov/ (2026-10-30)" }, "promise": { "text": "Discovery, shared openly: imagery and data that are generally free to use for education and information.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/images-and-media/" }, "differentiators": [ { "text": "Imagery that generally is not subject to U.S. copyright, made public for educational and informational use.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/images-and-media/" }, { "text": "Primary source: missions, data and images come from the agency itself.", "prov": "inferred", "source": "https://www.nasa.gov/ (2026-10-30)" }, { "text": "Breadth: Earth, the Solar System, the Universe, aeronautics, technology and human spaceflight in one place.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)" } ], "alternatives": [ { "text": "Not published.", "prov": "inferred", "source": "https://www.nasa.gov/ (2026-10-30)" } ] }, "messaging": { "taglines": [ { "text": "Explore the Universe from your Inbox", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "where": "newsletter sign-up band headline (a call to action, not a corporate tagline)" } ], "attributes": [ "exploration", "discovery", "public service" ], "key_messages": [], "boilerplate": { "text": "NASA explores the unknown in air and space, innovates to benefit humanity and inspires the world through discovery (paraphrase of the footer mission line).", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "paraphrase": true }, "pillars": [ { "name": "Explore", "claim": "Exploring the unknown in air and space: missions to the Moon, Mars, Titan and beyond.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "proof": [ "p-missions", "p-dragonfly" ] }, { "name": "Innovate", "claim": "Technology and aeronautics research for the benefit of humanity.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "proof": [ "p-topics" ] }, { "name": "Inspire", "claim": "Sharing discovery with the public: daily imagery, open galleries, newsletters and live video.", "prov": "observed", "source": "https://www.nasa.gov/ (2026-10-30)", "proof": [ "p-iotd", "p-galleries" ] } ], "proof_points": [ { "id": "p-missions", "kind": "fact", "text": "Homepage mission cards: Hubble Space Telescope, James Webb Space Telescope, Perseverance Rover, Eyes (observed 2026-10-30).", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "observed" }, { "id": "p-dragonfly", "kind": "fact", "text": "Hero campaign: send your name to Titan on the Dragonfly mission (observed 2026-10-30).", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "observed" }, { "id": "p-topics", "kind": "fact", "text": "Topic hubs for Aeronautics and Technology sit beside Missions, Earth and the Universe (observed 2026-10-30).", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "observed" }, { "id": "p-iotd", "kind": "fact", "text": "Image Of The Day, with a browsable image archive (observed 2026-10-30).", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "observed" }, { "id": "p-galleries", "kind": "stat", "text": "Great Observatories galleries: Hubble 422 images, Webb 39, Chandra 24 (counts as shown 2026-10-30).", "source": "https://www.nasa.gov/ (2026-10-30)", "prov": "observed" } ], "claim_boundaries": [ { "text": "Never state or imply NASA endorses a product, service or activity.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/" }, { "text": "References to NASA in an advertisement must be factually accurate.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/advertising-guidelines/" }, { "text": "Never claim copyright or other rights in NASA material.", "prov": "published", "source": "https://www.nasa.gov/nasa-brand-center/images-and-media/" } ] } } } }