# NASA: brand book and build spec

NASA's published standards guard one protected mark (the Insignia) and two colors; its website runs on the open Horizon Design System (Inter, Public Sans, DM Mono) and lets mission photography carry all the color, framed by black and white bands, a red arrow on every link and tracked mono metadata.

From unfairly.ai/brand-guidelines/nasa, checked 2026-10-30. Unofficial study; not affiliated with NASA.

Every value is labelled with where it came from: **published** (the brand says it), **observed** (measured or seen on its live site, with the date), **our reading** (inferred from the evidence) or **our recipe** (how we apply the system). Files beside this one: tokens.css, tokens.json (DTCG 2025.10), kit.json.

**Thesis (our reading):** The picture is the brand. NASA keeps its interface almost colorless and square so that the most striking photographs anyone publishes do the work; the marks are protected by law, so the system is recognisable from the photographs, the bold sans and the red arrows alone. Based on: Guide: only Insignia colors published, strict mark rules, open web fonts. Site (observed 2026-10-30): black and white bands, photos in every slot, color only in two action reds.

## Purpose

Mission: Explore the unknown in air and space, innovate for the benefit of humanity, and inspire the world through discovery (paraphrase of the footer line). (observed; https://www.nasa.gov/ (2026-10-30))

Story: 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. (published)

## Fixed and flexible

Never changes:
- 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

The one thing that varies: which photographs, and how many card rows

## Positioning

- **Statement**: The United States civil space and aeronautics agency, showing the public what it is exploring right now. (our reading)
- **Category**: U.S. government agency for aeronautics and space (the agency name itself). (published)
- **Audience**: The general public, students and educators, media, and partners (Brand Center addresses partners, brands and vendors). (our reading)
- **Problem**: Not published. Our reading: space science is remote and technical; the site makes it immediate through imagery and plain headlines. (our reading)
- **Promise**: Discovery, shared openly: imagery and data that are generally free to use for education and information. (published)
- **Differentiators**: Imagery that generally is not subject to U.S. copyright, made public for educational and informational use.; Primary source: missions, data and images come from the agency itself.; Breadth: Earth, the Solar System, the Universe, aeronautics, technology and human spaceflight in one place.
- **Alternatives**: Not published.

## Messaging

Boilerplate (observed): NASA explores the unknown in air and space, innovates to benefit humanity and inspires the world through discovery (paraphrase of the footer mission line).

Taglines:
- Explore the Universe from your Inbox (newsletter sign-up band headline (a call to action, not a corporate tagline))

| Pillar | Claim | Proof | Label |
|---|---|---|---|
| Explore | Exploring the unknown in air and space: missions to the Moon, Mars, Titan and beyond. | Homepage mission cards: Hubble Space Telescope, James Webb Space Telescope, Perseverance Rover, Eyes (observed 2026-10-30).; Hero campaign: send your name to Titan on the Dragonfly mission (observed 2026-10-30). | observed |
| Innovate | Technology and aeronautics research for the benefit of humanity. | Topic hubs for Aeronautics and Technology sit beside Missions, Earth and the Universe (observed 2026-10-30). | observed |
| Inspire | Sharing discovery with the public: daily imagery, open galleries, newsletters and live video. | Image Of The Day, with a browsable image archive (observed 2026-10-30).; Great Observatories galleries: Hubble 422 images, Webb 39, Chandra 24 (counts as shown 2026-10-30). | observed |

They never claim:
- Never state or imply NASA endorses a product, service or activity.
- References to NASA in an advertisement must be factually accurate.
- Never claim copyright or other rights in NASA material.

Real lines, as they wrote them:
| Line | Channel | Source |
|---|---|---|
| "Journey to Titan" | homepage hero | https://www.nasa.gov/ (2026-10-30) |
| "Explore the Universe from your Inbox" | homepage newsletter band | https://www.nasa.gov/ (2026-10-30) |
| "More Topics from NASA" | homepage section | https://www.nasa.gov/ (2026-10-30) |

## Voice

Tone words: Plain, Curious, Factual, Invitational.

Traits:
- Plain, but not Bureaucratic (our reading)
- Curious, but not Sensational (our reading)
- Factual, but not Dry (our reading)
- Invitational, but not Salesy (our reading)

- 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 a copy check enforces:
- Title case headlines
- At most one exclamation mark per piece
- American spelling
- Write in the third person
- Never: NASA approved, official NASA, genuine NASA, original NASA, authentic NASA, NASA collection, trusted by. Say "NASA-themed" or "NASA-inspired" instead
- Never set the organisation name in decorative or novelty fonts, or in lettering that resembles the Insignia typeface or the Worm logotype (NASA rule).
- Metadata labels (type, read time, date, count) in DM Mono 500 uppercase, 3.5px tracking; never sentences in mono.
- Every text link ends with the round red arrow badge; link labels are 1-4 words (Learn More, Discover More, Sign Up).
- Credit NASA imagery (NASA/Name) under the photo; NASA asks to be acknowledged as the source.

Never: NASA approved, official NASA, genuine NASA, authentic NASA, trusted by.

## Color

| Name | Hex | Role | Use |
|---|---|---|---|
| NASA Blue | #0032A0 | accent_secondary | Published Insignia blue (PMS 286). Not a web UI color on the homepage. |
| NASA Red | #E4002B | brand red | Published Insignia vector and Worm red (PMS 185). |
| CTA Red | #D83933 | accent | Solid button fill (observed). |
| Arrow Red | #F64137 | link badge | Round arrow badge after every link (observed). |
| Black | #000000 | night | Nav, hero, video band, footer. |
| Carbon 90 | #17171B | night alt | Missions band. |
| Ink | #1B1B1B | ink | Text on light. |
| Spacesuit White | #F6F6F6 | surface | Story band, figure frames. |
| White | #FFFFFF | paper | Page ground; text on dark. |

## Typography

| Role | Their face | Licence | Open stand-in (Google Fonts) | Fallback |
|---|---|---|---|---|
| display | Inter | SIL Open Font License 1.1 (Google Fonts) | Inter | "Helvetica Neue", Helvetica, Arial, sans-serif |
| body | Public Sans | SIL Open Font License 1.1 (Google Fonts) | Public Sans | -apple-system, "Helvetica Neue", Arial, sans-serif |
| mono | DM Mono | SIL Open Font License 1.1 (Google Fonts) | DM Mono | Menlo, Consolas, monospace |

| Role | Token | Face | Desktop | Phone | Line height | Tracking | Weight |
|---|---|---|---|---|---|---|---|
| Hero H1 | --text-display-xl-* | display | 72px | 35.2px | 1.05 | 0px | 700 |
| Subscription H2 | --text-display-l-* | display | 56px | 36px | 1.1 | 0px | 700 |
| Featured News H2 / feature story H2 | --text-display-m-* | display | 48px | 33.6px | 0.95 | 0px | 700 |
| Image Of The Day H2 | --text-display-iotd-* | display | 41px | 29px | 0.95 | 0px | 700 |
| Section H2 (NASA Missions, More NASA Images, More Topics) | --text-heading-l-* | display | 40px | 24px | 1 | 0px | 700 |
| Featured video H2 | --text-heading-m-* | display | 36px | 29px | 1.05 | 0px | 700 |
| Topic card title | --text-card-title-* | display | 29px | 22px | 1.05 | 0px | 700 |
| Header link (Recently Published, Discover More, Sign Up) | --text-link-l-* | display | 22.4px | 22.4px | 1 | 0px | 700 |
| Nav item | --text-nav-* | display | 17.6px | 17.6px | 1 | 0px | 600 |
| Text link (Mission Overview, Learn More) | --text-link-* | display | 16px | 16px | 1 | 0px | 600 |
| Footer link | --text-footer-link-* | display | 14.4px | 14.4px | 1.2 | 0px | 400 |
| News card title | --text-news-title-* | body | 22px | 18px | 1.05 | 0px | 700 |
| Lead | --text-lead-* | body | 18px | 16px | 1.25 | 0px | 700 |
| Body | --text-body-* | body | 16px | 14.4px | 1.65 | 0px | 400 |
| Small news title | --text-small-title-* | body | 14px | 12px | 1.25 | 0px | 700 |
| Footer legal and meta | --text-legal-* | body | 14.4px | 14.4px | 1.2 | 0px | 400 |
| Mono label | --text-label-* | mono | 11.2px | 11.2px | 1 | 3.5px | 500 |

## Layout

Measured on https://www.nasa.gov/: 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.

| Measure | Desktop (1440) | Phone (390) |
|---|---|---|
| Page margin | 72px | 24px |
| Section padding | 72px | 72px |
| Container max width | 1296px | full |
| Hero text width | max 696px | full |
| Grid columns | 4 | 1 |
| Gutter | 20px | 16px |
| Card gap | 16px | 16px |
| Navigation height | 86px | 86px |

Breakpoints weren't measured. tokens.css switches to the phone values at 600px; that number is our default, not NASA's.

Homepage bands, top to bottom (observed):
1. Navigation
   - Desktop: 86px
   - Phone: 84px: hamburger, logo, search icon
   - Not sticky in the capture
2. Hero carousel
   - Desktop: 640px; text at left from y 245
   - Phone: 640px; controls top-left
   - Skrim 65.99deg black to transparent
3. Featured News
   - Desktop: 793px incl. 72px padding
   - Phone: about 1990px
   - Cards 640x400, 312x400, 312x192 x2
4. Featured Video
   - Desktop: 644px
   - Phone: 640px
   - Frame renders black
5. NASA Missions
   - Desktop: 761px: 72px top, 112px bottom
   - Phone: stacked cards
   - Cards 310x465
6. Image Of The Day
   - Desktop: 737px
   - Phone: stacked
   - Frame #F6F6F6
7. More NASA Images
   - Desktop: 508px: 0 top, 72px bottom
   - Phone: stacked
   - Counts in mono #717173
8. Newsletter sign-up
   - Desktop: 645px
   - Phone: 535px
   - No form field
9. Feature story
   - Desktop: 595px
   - Phone: 855px
   - Two columns 608px
10. More Topics from NASA
   - Desktop: 1267px: 72px top, 112px bottom
   - Phone: 8 stacked cards
   - Same card as Missions
11. Footer
   - Desktop: 594px (y 6676-7270), padding 56px 24px
   - Phone: one column
   - Hairline #58585B

## Page anatomy

How NASA's own landing pages are built, part by part (observed; https://www.nasa.gov/, 2026-10-30). A homepage pattern, not a brand law: follow it for landing pages.

**Navigation**
- 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

**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

**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

**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

**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

**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

**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

**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

**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

**On dark grounds**
- 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)

## Components

- **button primary** (observed): 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. The only solid button on the page
- **arrow link** (observed): 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). Every call to action except the hero button
- **news card** (observed): 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
- **news item small** (observed): 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)
- **topic card** (observed): 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
- **gallery card** (observed): 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
- **search input** (observed): fill #000000, border 1px solid #565C65, radius 0, size 200x32, text Public Sans 15px #FFFFFF
- **social button** (observed): fill #2E2E32, radius pill, size 32x32, glyph #FFFFFF, about 16px
- **carousel control** (observed): 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

States (hover, focus, pressed, disabled) weren't measured; define them before you build.

## Motion tokens

| Name | Easing | Duration | Use | Label |
|---|---|---|---|---|
| hero-carousel |  |  | 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. | observed |

## Icon tokens

Grid not published, stroke not published (observed).
| Name | Size | Use |
|---|---|---|
| arrow-badge | 20px | red round arrow after every link |
| type-icon | 16px | circled content-type icon before mono type labels |
| social | 32px | footer social circles |

## Signature moves

### Photo under a black skrim

Where: hero, news cards, mission and topic cards.
Do: 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.
Don't: round the corners, tint the photo blue or red, or use stock imagery.
Example: "Journey to Titan".

### Red arrow badge

Where: every text link and card.
Do: 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. One badge per link.
Don't: use it as a bullet or without a label.
Example: "Recently Published".

### Mono metadata

Where: eyebrows, content types, read times, dates, counts.
Do: DM Mono 500, 11.2px, uppercase, 3.5px tracking.
Don't: set sentences or headlines in mono.
Example: "4 MIN READ".

### Black and white rhythm

Where: band order.
Do: 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.
Don't: fill bands with NASA Blue or NASA Red.
Example: "NASA Missions".

## Messaging: rules

NASA publishes no messaging framework. On nasa.gov the message is the work itself: a mission headline in the hero, then news, video, missions and imagery. The footer carries one mission line: explore, innovate, inspire.

Why it works: A public agency earns attention with what it is doing now; plain mission names carry more weight than slogans.

- Lead with a mission or a discovery, named
- State what happened, with the mission name, not how great it is
- Never imply NASA endorses a product, service or activity (published)
- References to NASA must be factually accurate (published)
- Don't use "NASA approved", "official NASA" or similar (published)

Sources: https://www.nasa.gov/ (2026-10-30), https://www.nasa.gov/nasa-brand-center/advertising-guidelines/, https://www.nasa.gov/nasa-brand-center/

## Voice: rules

No voice guide is published. The homepage hero invites the reader directly ("your name can!"), while news and the footer stay third person and factual; labels are terse mono metadata.

Why it works: Wonder in one line, facts everywhere else keeps a government voice credible and still human.

- Title case headlines (observed)
- At most one exclamation mark, and only in an invitation
- Third person for the institution; "you" only in calls to action
- Link labels of 1-4 words ending in the arrow badge
- Credit imagery as NASA/Name (published: acknowledge NASA as the source)
- Don't use superlatives about the agency
- Don't write labels as sentences

Not published: a voice or tone guide.

Sources: https://www.nasa.gov/ (2026-10-30), https://www.nasa.gov/nasa-brand-center/images-and-media/, https://www.nasa.gov/nasa-brand-center/advertising-guidelines/

## Logo: rules

The Insignia ("meatball", James Modarelli, 1959; reinstated 1992) is NASA's official identifier and must appear on all agency publications. It has four versions: full-color, one-color, one-color with white rule, mono-color with white rule. The Logotype ("worm", Danne and Blackburn, 1975) is a supplemental graphic for large, bold uses, always with the Insignia nearby except on merchandise. The Seal is reserved for the Administrator.

Why it works: One protected mark with strict construction keeps a federal identifier unmistakable; the worm returns as a nostalgic supplement.

|  |  |
|---|---|
| Protected space | 1N from the sphere |
| Configuration clear space | 2N |
| Versions | full-color, one-color, one-color with white rule, mono-color with white rule |
| Minimum size | see the guide image (value not given in text) |

- Protected space: at least 1N (the height of the N) from the sphere edge; nothing inside it
- Centre the Insignia on its sphere, not on its bounding box
- Full-color Insignia: never with a white rule, never reversed; preferred on white, black, grey or silver (PMS 877)
- Identifier configuration: Insignia at the upper right of the border, agency name left-aligned on one line in Helvetica; 2N clear space around configurations
- Worm: only NASA Red, white or black, on white, black or very light grounds; never red on dark or mid grounds, never in NASA Blue
- The Seal and the Insignia never appear together; crew emblems never next to the Insignia
- Insignia, Logotype and Seal may not be used without explicit permission, nor as branding devices or trade dress by others
- Don't delete, add or distort elements
- Don't add a glow, shadow or effect
- Don't change the full-color colors or add colors to the one-color version
- Don't reverse the Insignia
- Don't change its typeface or combine it with the Logotype
- Don't reuse its elements in other graphics

Sources: https://www.nasa.gov/nasa-brand-center/brand-guidelines/, https://www.nasa.gov/nasa-brand-center/, https://www.nasa.gov/nasa-brand-center/merchandise-approvals/

## Color: rules

The guide publishes two colors, both for the Insignia: NASA Blue #0032A0 (PMS 286) and NASA Red #E4002B (PMS 185), plus preferred grounds of white, black, grey or silver PMS 877. The website (Horizon Design System) is almost colorless: black, white, near-black #17171B and greys, with color supplied by photography and two UI reds, #D83933 for the solid button and #F64137 for arrow badges.

Why it works: Keeping the interface neutral lets mission photography be the color; the reds mark only the actions.

|  |  |
|---|---|
| NASA Blue | #0032A0 · RGB 0 50 160 · CMYK 100/80/0/12 · PMS 286 |
| NASA Red | #E4002B · RGB 228 0 43 · CMYK 0/100/100/0 · PMS 185 |
| Silver ground | PMS 877 (no hex published) |
| Site action reds | #D83933 button, #F64137 arrow badge (observed) |

- NASA Blue and NASA Red are the Insignia's colors; reproduce them exactly in PANTONE, CMYK or RGB
- Full-color Insignia on white, black, grey or silver (PMS 877); other grounds only with enough contrast and no clashing saturation
- Worm only in NASA Red, white or black (published)
- On the web: black and white bands, color from photos, red only for actions (observed)
- Don't fill bands with NASA Blue or NASA Red on the web (observed: never done)
- Don't use the Worm in NASA Blue (published)

Not published: color proportions; a UI or web palette (the site colors are observed); a hex for PMS 877.

Do and don't:
- Do: "Join the Mission". Actions in red: the one solid button (observed).
- Don't: "Featured News". NASA Blue headlines: the blue belongs to the Insignia, not the interface.

Real examples, to look at on NASA's own pages (not for reuse):
- The published NASA Blue and NASA Red color guide: https://www.nasa.gov/nasa-brand-center/brand-guidelines/

Sources: https://www.nasa.gov/wp-content/uploads/2023/07/nasa-insignia-colorguide.png, https://www.nasa.gov/nasa-brand-center/brand-guidelines/, https://www.nasa.gov/ (2026-10-30)

## Typography: rules

Print: Helvetica and Garamond are recommended; Helvetica is required for the identifier configuration and the web address. Digital: the Horizon Design System uses Inter for display and headings, Public Sans for body and DM Mono for numbers and small labels, all open Google Fonts. On nasa.gov, Inter 700 sets headings, Public Sans 400/700 sets body and news titles, DM Mono 500 uppercase with 3.5px tracking sets metadata.

Why it works: Three open faces with clear jobs: a tall-x-height screen sans for hierarchy, a readable neutral body face, and a mono that makes numbers and labels feel technical.

|  |  |
|---|---|
| Display | Inter 700 |
| Body | Public Sans 400 / 700 |
| Labels | DM Mono 500 uppercase, +3.5px |
| Print | Helvetica, Garamond |

- Inter for display and headings; Public Sans for body; DM Mono for numbers and small labels (published)
- The agency name and acronym always in a clean sans-serif (published)
- NASA rule: no text in fonts or styles resembling the Insignia typeface or the Worm (published)
- Never set the agency name in decorative or novelty fonts (published)
- Headings Bold 700, tracking 0 (observed)
- Mono labels 11.2px 500 uppercase +3.5px (observed)
- Don't imitate the Worm's letterforms or the Insignia's serif NASA
- Don't use a decorative or novelty face for the name

Do and don't:
- Do: "Journey to Titan". Inter Bold, clean sans (published rule).
- Don't: "NASA". Red NASA lettering styled like the Worm: not permitted (published rule).

Real examples, to look at on NASA's own pages (not for reuse):
- Inter specimen in the guide: https://www.nasa.gov/nasa-brand-center/brand-guidelines/
- Public Sans specimen in the guide: https://www.nasa.gov/nasa-brand-center/brand-guidelines/
- DM Mono specimen in the guide: https://www.nasa.gov/nasa-brand-center/brand-guidelines/

Sources: https://www.nasa.gov/nasa-brand-center/brand-guidelines/, https://www.nasa.gov/ (2026-10-30)

## Graphic elements: rules

Without the logo, NASA's web pages read through four moves: full-bleed space and flight photography under a diagonal black skrim, white Inter Bold titles on the dark corner, a small red round arrow badge after every link, and tracked caps mono metadata. Bands alternate black, white and near-black.

Why it works: The imagery is unmatched, so the system frames it and gets out of the way.

- Photo cards are square-cornered, cover-cropped and skrimmed from the lower left
- One red arrow badge per link
- Mono only for metadata
- Don't add rounded cards, shadows or gradients in brand colors
- Don't use the Insignia's vector, orbit or stars as decoration (published: don't reuse Insignia elements)

Sources: https://www.nasa.gov/ (2026-10-30), https://www.nasa.gov/nasa-brand-center/brand-guidelines/

## Iconography: rules

Icons are small utility glyphs: a 20px red circle with a white arrow for links, 16px circled content-type icons, chevrons in menus and white social glyphs in 32px dark circles.

Why it works: Icons stay functional so photography carries the emotion.

- Arrow badge 20px #F64137, white arrow
- Type icons 16px, same color as their mono label

Not published: an icon grid, stroke or library.

Sources: https://www.nasa.gov/ (2026-10-30)

## Photography: rules

NASA's own mission imagery fills every slot: telescope images of nebulae, rovers, spacecraft, astronauts, aircraft and Earth. Photos are cropped to fill, never framed or rounded; captions credit NASA/Name.

Why it works: Primary-source imagery is the agency's strongest proof and needs no styling.

- Use real mission or agency imagery; credit it NASA/Name
- Clearance may be needed when images show NASA logos or employees in promotional use (published)
- NASA content used factually without implying endorsement needs no explicit permission (published)
- Third-party copyrighted images on NASA sites are marked and need the holder's permission (published)
- Don't use NASA imagery to imply endorsement (published)
- Don't use images of current astronauts or employees in advertising (published)

Sources: https://www.nasa.gov/nasa-brand-center/images-and-media/, https://www.nasa.gov/nasa-brand-center/advertising-guidelines/, https://www.nasa.gov/ (2026-10-30)

## Motion: rules

The only motion on the homepage is the hero carousel: slides advance on a timer shown as a ring around a round thumbnail, with a pause button.

Why it works: Motion is a control, not decoration.

- Give users a pause control on any auto-advancing carousel (observed)

Not published: motion principles, durations or easing.

Sources: https://www.nasa.gov/ (2026-10-30)

## Interface and layout: rules

A 1296px content width with 72px margins at 1440, 72px vertical padding on every band, 4-column card grids with 20px gaps and a 640px full-bleed hero. Phone stacks everything in one column with 24-40px gutters.

Why it works: A steady grid and equal band padding let very different content (news, video, galleries) feel like one publication.

- 72px band padding top and bottom
- Cards 310x465 portrait in rows of four
- Section H2 at left, its arrow link right-aligned on the same line

Sources: https://www.nasa.gov/ (2026-10-30)

## Rules: rules

NASA's published rules protect its marks and its neutrality as a government agency more than they style pages.

- Insignia, Logotype and Seal require explicit permission; others may not use them as branding or trade dress
- Never imply NASA endorsement; "NASA-themed" and "NASA-inspired" are acceptable wording
- No text resembling the Insignia typeface or the Worm
- Agency name always in a clean sans-serif
- Insignia protected space 1N; configuration clear space 2N
- Full-color Insignia never reversed or with a white rule
- Seal never with the Insignia
- Credit NASA as the source of imagery
- Don't use the marks on third-party products or pages
- Don't claim copyright in NASA material
- Don't use NASA material for NFTs

Sources: https://www.nasa.gov/nasa-brand-center/brand-guidelines/, https://www.nasa.gov/nasa-brand-center/, https://www.nasa.gov/nasa-brand-center/advertising-guidelines/, https://www.nasa.gov/nasa-brand-center/images-and-media/, https://www.nasa.gov/nasa-brand-center/merchandise-approvals/

## Campaigns

### Send your name to Titan (Dragonfly) (2026)

The homepage hero invites the public to put their name on a microchip aboard the Dragonfly mission and get a digital boarding pass (paraphrase, observed 2026-10-30).

How the system shows: Full-bleed mission art under the black skrim, one 72px Inter Bold line, a single red button and three mono-labelled mission links.
Why it works: Participation turns a distant mission into a personal one with one action.
Channels: homepage hero, web. Source: https://www.nasa.gov/ (2026-10-30)

## Applications

| Format | What | Source |
|---|---|---|
| vehicles | The Worm logotype on a bus, a bold application the guide shows. | https://www.nasa.gov/nasa-brand-center/brand-guidelines/ |
| architecture | The Insignia assembled on the exterior of a Langley Research Center building (Brand Center photo). | https://www.nasa.gov/nasa-brand-center/ |

## By format

How our engine applies NASA's web system to each format. This is our recipe from their published rules and observed site, not something NASA publishes. Level = how much photography and red the format carries (0 plain, 5 full-bleed photo everywhere). Loudness runs 0 (nothing but the essentials) to 5 (the signature moves at full volume).

| Format | Loudness 0–5 | Must appear | What varies |
|---|---|---|---|
| Landing page | 4 | 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 | which bands and how many cards |
| Deck | 3 | Black or white slides, one full-bleed photo per section opener with the black skrim, Inter Bold titles, mono labels | charts in white and greys with red highlights |
| Social post | 4 | Full-bleed photo, skrim, white Inter Bold line, mono label | crop |
| Email | 2 | Black header, white body, Public Sans text, one red button | one hero photo |
| Article page | 1 | White page, Inter Bold title, Public Sans body, mono meta line, credited photos | image count |

## Checks before anything ships

- **Logo hidden**: 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.
- **No borrowed marks**: No meatball, worm, seal, orbit, vector or star motif, and no lettering that resembles the Insignia typeface or the Worm.
- **No endorsement**: No wording that implies NASA approval ("official NASA", "NASA approved").
- **Color from photos**: If the page is colorful without its photos, remove color from the UI.

## Make it your own

Keep the system: color roles and proportions, type, layout, components, the signature moves, the voice traits and rules. Replace everything that is NASA's own: name and logo, positioning, pillars, proof, taglines, boilerplate and any real line quoted above. kit.json lists these under make_it_yours.

## Not published

- Color proportions: not published.
- A web/UI palette: not published (site colors are observed 2026-10-30).
- Hex for silver PMS 877: not published.
- Insignia minimum size in text: not published (only in a guide image).
- Voice or tone guide: not published.
- Motion principles, durations, easing: not published.
- Icon grid or library: not published.
- Layout grid and spacing scale: not published (measured from nasa.gov).
- Illustration style: not published.
- Breakpoints: not measured.
- Logo slot: NASA's Insignia is deliberately excluded (protected mark); a borrowed build uses the org's logo or plain text.
- Image Of The Day download button size and color: not measured.

Logos and reference images belong to NASA. Look at them on NASA's own pages; don't reuse them.