{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#FFFFFF",
    "surface": "#F6F6F6",
    "ink": "#1E1E1E",
    "ink_muted": "#656A71",
    "accent": "#3858E9",
    "on_accent": "#FFFFFF",
    "night": "#1E1E1E",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "Charcoal 0",
        "hex": "#1A1919",
        "role": "WordPress.org palette. Near-black text on the white community band",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Community band headings and copy on wordpress.org/ (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Charcoal",
        "hex": "#1E1E1E",
        "role": "WordPress.org palette. Default text color (styles.color.text) and the dark ground of the showcase band; button active fill",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Body and headings on white and light grey; 'One platform' and logo-wall bands (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Charcoal 2",
        "hex": "#23282D",
        "role": "WordPress.org palette. Deep ground for the closing 'Get started' band and the global footer (the classic Dark Gray, carried forward)",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Closing CTA band, footer, About page global header (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Charcoal 3",
        "hex": "#40464D",
        "role": "WordPress.org palette. Dark grey step for secondary text and borders",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Charcoal 4",
        "hex": "#656A71",
        "role": "WordPress.org palette. Muted text: search field label, meta text",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Muted text on the logos page (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Charcoal 5",
        "hex": "#979AA1",
        "role": "WordPress.org palette. Light-on-dark muted text; form field border",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Footer secondary text (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Light Grey",
        "hex": "#D9D9D9",
        "role": "WordPress.org palette. Hairlines and dividers",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Light Grey 2",
        "hex": "#F6F6F6",
        "role": "WordPress.org palette. Light section ground; search field fill",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Design/Build/Extend, release, news and swag bands (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "White",
        "hex": "#FFFFFF",
        "role": "WordPress.org palette. Page ground (styles.color.background); text and button text on Blueberry and Charcoal",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Header, intro and community bands (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Dark Blueberry",
        "hex": "#1D35B4",
        "role": "WordPress.org palette. Darkest blue step",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Deep Blueberry",
        "hex": "#213FD4",
        "role": "WordPress.org palette. Button hover fill (custom.button.hover)",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Blueberry",
        "hex": "#3858E9",
        "role": "WordPress.org palette. The brand blue: links (custom.link), button fill and border, focus border",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Every primary button, link and the hero brush stroke (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Blueberry 2",
        "hex": "#9FB1FF",
        "role": "WordPress.org palette. Light blue tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Blueberry 3",
        "hex": "#C7D1FF",
        "role": "WordPress.org palette. Lighter blue tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Blueberry 4",
        "hex": "#EFF2FF",
        "role": "WordPress.org palette. Palest blue wash",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Pomegranate",
        "hex": "#E26F56",
        "role": "WordPress.org palette. Warm accent",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Pomegranate 2",
        "hex": "#FFB7A7",
        "role": "WordPress.org palette. Warm tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Pomegranate 3",
        "hex": "#FFE9DE",
        "role": "WordPress.org palette. Palest warm wash",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Acid Green",
        "hex": "#33F078",
        "role": "WordPress.org palette. Bright green accent",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)",
        "site_use": "Release artwork tiles in the 'WordPress 7.1' band (observed https://wordpress.org/ 2026-10-31)"
      },
      {
        "name": "Acid Green 2",
        "hex": "#C7FFDB",
        "role": "WordPress.org palette. Green tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Acid Green 3",
        "hex": "#E2FFED",
        "role": "WordPress.org palette. Palest green wash",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Lemon",
        "hex": "#FFF972",
        "role": "WordPress.org palette. Yellow accent",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Lemon 2",
        "hex": "#FFFCB5",
        "role": "WordPress.org palette. Yellow tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Lemon 3",
        "hex": "#FFFDD6",
        "role": "WordPress.org palette. Palest yellow wash",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Purple 1",
        "hex": "#5300BE",
        "role": "WordPress.org palette. Deep purple accent",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Purple 2",
        "hex": "#7A00DF",
        "role": "WordPress.org palette. Purple accent",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Purple 3",
        "hex": "#D7A7FF",
        "role": "WordPress.org palette. Purple tint",
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.color.palette)"
      },
      {
        "name": "Classic WordPress Blue",
        "hex": "#0073AA",
        "role": "Classic Blues. The historic brand blue (rgb 0,115,170); most recognizable with the Grays. Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Medium Blue",
        "hex": "#00A0D2",
        "role": "Classic Blues (rgb 0,160,210); also listed among the auxiliary hues. Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Ultra Dark Gray",
        "hex": "#191E23",
        "role": "Classic Grays (rgb 25,30,35). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Dark Gray",
        "hex": "#23282D",
        "role": "Classic Grays (rgb 35,40,45); same hex as today's Charcoal 2. Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Base Gray",
        "hex": "#32373C",
        "role": "Classic Grays (rgb 50,55,60); the color of the dark logo files ('BaseGray/transparent'). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Dark Silver Gray",
        "hex": "#82878C",
        "role": "Classic Grays (rgb 130,135,140). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Silver Gray",
        "hex": "#A0A5AA",
        "role": "Classic Grays (rgb 160,165,170). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Light Silver Gray",
        "hex": "#B4B9BE",
        "role": "Classic Grays (rgb 180,185,190). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Accent Red",
        "hex": "#DC3232",
        "role": "Classic auxiliary hue (rgb 220,50,50). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Accent Orange",
        "hex": "#F56E28",
        "role": "Classic auxiliary hue (rgb 245,110,40). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Accent Yellow",
        "hex": "#FFB900",
        "role": "Classic auxiliary hue (rgb 255,185,0). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Accent Green",
        "hex": "#46B450",
        "role": "Classic auxiliary hue (rgb 70,180,80). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "Classic Accent Purple",
        "hex": "#826EB4",
        "role": "Classic auxiliary hue (rgb 130,110,180). Legacy (wp-admin era), shown under 'Classic colors'",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/ (Classic colors)"
      },
      {
        "name": "About ground (Linen)",
        "hex": "#F0EDE7",
        "role": "Warm off-white ground of every About page section; not in the theme palette",
        "prov": "observed",
        "source": "https://wordpress.org/about/ (observed 2026-10-31)"
      },
      {
        "name": "Footer strip (Charcoal 2 darkened)",
        "hex": "#1C2024",
        "role": "Ground of the 61px 'Code is Poetry' strip under the global footer",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      }
    ],
    "note": "Roles are from the WordPress.org theme tokens (text Charcoal, ground White, links and buttons Blueberry). The handbook's own Colors page lists only the classic palette and points to a Figma file for the new one.",
    "prov": "published",
    "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (styles.color, custom.link, custom.button)",
    "also": [
      "https://make.wordpress.org/design/handbook/design-guide/foundations/colors/"
    ]
  },
  "typography": {
    "display": {
      "family": "EB Garamond",
      "weight": 400,
      "tracking": 0,
      "line_height": 1.05,
      "fallback_stack": "\"EB Garamond\", Garamond, Georgia, serif",
      "real": "EB Garamond (SIL OFL 1.1, Google Fonts); the WordPress.org heading face",
      "stand_in": false,
      "license": "SIL Open Font License 1.1",
      "files": [
        "https://wordpress.org/wp-content/mu-plugins/pub-sync/global-fonts/EB-Garamond/EBGaramond-latin.woff2"
      ],
      "scale_px": {
        "h1": [
          70,
          74
        ],
        "h2": [
          50,
          60
        ],
        "h3": [
          36,
          46
        ],
        "h4": [
          30,
          40
        ],
        "h5": [
          26,
          34
        ],
        "h6": [
          22,
          28
        ]
      },
      "case": "Normal (sentence case as written); letter spacing 0",
      "prov": "published",
      "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (Typography (Desktop) chart)",
      "also": [
        "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.typography, custom.heading)"
      ],
      "site": {
        "size_px": "70 H1 on both widths (2 lines on phone), 50 H2 (30 phone), 36 H3 (26 phone)",
        "line_height": "1.05 H1 desktop, 1.08 phone; 1.2 H2 (1.07 phone); 1.28 H3 (1.15 phone)",
        "weight": 400,
        "text_wrap": "balance",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)",
        "also": [
          "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json"
        ]
      }
    },
    "body": {
      "family": "Inter",
      "weight": 400,
      "tracking": 0,
      "line_height": 1.875,
      "scale": 1,
      "fallback_stack": "Inter, -apple-system, \"Helvetica Neue\", Arial, sans-serif",
      "real": "Inter (SIL OFL 1.1, Google Fonts); the WordPress.org text face",
      "stand_in": false,
      "license": "SIL Open Font License 1.1",
      "files": [
        "https://wordpress.org/wp-content/mu-plugins/pub-sync/global-fonts/Inter/Inter-latin.woff2"
      ],
      "weights": "Light 300, Regular 400, Semi Bold 600, Bold 700, each with italic",
      "scale_px": {
        "paragraph_short": [
          16,
          26
        ],
        "paragraph_long": [
          16,
          30
        ],
        "small": [
          14,
          24
        ],
        "extra_small": [
          12,
          20
        ],
        "large": [
          20,
          34
        ],
        "extra_large": [
          24,
          38
        ],
        "huge": [
          32,
          48
        ],
        "button": [
          16
        ],
        "subtitle_uppercase": [
          14
        ],
        "large_cta": [
          120,
          118
        ]
      },
      "prov": "published",
      "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (Typography (Desktop) chart)",
      "also": [
        "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.typography.fontSizes, custom.body)"
      ],
      "site": {
        "sizes_px": "16 body (26 short text, 30 link paragraphs), 18 Inter card/post titles, 14 nav, meta and footer, 120 Light 300 closing CTA (52 phone)",
        "weights": "400 body, 600 buttons, 700 header button, 300 for the huge CTA",
        "text_wrap": "pretty",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)"
      }
    },
    "mono": {
      "family": "IBM Plex Mono",
      "weight": 400,
      "fallback_stack": "\"IBM Plex Mono\", Menlo, Consolas, monospace",
      "real": "IBM Plex Mono (SIL OFL 1.1) is the theme's monospace token; no file supplied with this job, load from Google Fonts",
      "stand_in": false,
      "license": "SIL Open Font License 1.1",
      "prov": "published",
      "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (settings.typography.fontFamilies, slug monospace)",
      "site": {
        "note": "The About page sets its body copy and small labels in Courier Prime 16px, a typewriter mono, on the warm #F0EDE7 ground",
        "prov": "observed",
        "source": "https://wordpress.org/about/ (observed 2026-10-31)"
      }
    },
    "logotype": {
      "family": "Mrs Eaves Small Caps + Dalliance",
      "real": "Emigre faces, proprietary; reserved for the logotype only. Never supplied, never set as text",
      "links": [
        "https://www.azfonts.net/fonts/mrseaves/small-caps-581",
        "https://fontsgeek.com/fonts/Dalliance-Roman"
      ],
      "prov": "published",
      "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (intro)",
      "also": [
        "https://make.wordpress.org/design/handbook/design-guide/foundations/identity/"
      ]
    },
    "calibration": "Published scale (typography chart): EB Garamond Regular for H1-H6 (70/74, 50/60, 36/46, 30/40, 26/34, 22/28), case normal, 0 tracking. Inter Regular for text: 16/26 short paragraphs, 16/30 long text such as blog posts, 14/24 small, 12/20 extra small, 20/34 large, 24/38 extra large, 32/48 huge; links 16/30 in Blueberry; button text 16 Semi Bold, Title Case; subtitles 14 Regular uppercase; Large CTAs 120 Light 300, 118 leading, -2px tracking. Fonts load from the files in fonts/ (exact wordpress.org woff2)."
  },
  "style": {
    "button_shape": "rounded",
    "button_radius_px": 2,
    "button_note": "Fill Blueberry #3858E9, white 16px Inter Semi Bold, 1px Blueberry border, 2px radius, padding 14px 32px, line height 1.3. Hover Deep Blueberry #213FD4; active Charcoal #1E1E1E. Outline variant: transparent with Blueberry text and a currentColor border. Small: 14px text, 7px 12px padding",
    "corners": "Near-square: 2px on buttons and form fields; cards and media are square-cornered",
    "linework": "Hand-made marks: a dry-brush paint stroke (16px tall as a rule element; large in the homepage hero) and pencil-style arrows and circles on About",
    "links": "Blueberry, underlined at rest, underline removed on hover",
    "motion": "not published",
    "prov": "published",
    "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button, custom.form, styles.elements.link, custom.brush-stroke)",
    "also": [
      "https://make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news/",
      "https://wordpress.org/"
    ]
  },
  "voice": {
    "tone": [
      "Welcoming",
      "Plain",
      "Open",
      "Quietly jazzy"
    ],
    "tone_note": "Tone words are our reading of the About page's mission statements and the redesign posts; WordPress publishes no tone-of-voice guide.",
    "notes": [
      "WordPress publishes no voice guide. These notes come from the About page, the trademark policy, core code and the copy on wordpress.org.",
      "Speak to everyone: the mission frames WordPress as designed for everyone, from first-time bloggers to enterprises.",
      "Plain and practical: copy says what the software lets you do (design, build, extend) without hype.",
      "Community first: the project is people collaborating; 'Everyone is welcome' closes the community copy.",
      "The About page writes its headings in lowercase ('our story', 'our mission'); product pages use sentence case. Keep each page to one convention.",
      "Em dashes are set closed, with no spaces ('worldwide—from creators').",
      "Homepage product copy (observed 2026-10-31, https://wordpress.org/) is plain and imperative: a verb, the object, one benefit, as in 'Create any website'. Release blurbs name concrete features; community copy leads with gathering and welcome, not contributor roles. The expressiveness lives in the visuals, never the prose."
    ],
    "rules": [
      {
        "id": "capital-p",
        "kind": "prefer",
        "term": "WordPress",
        "over": [
          "Wordpress",
          "wordpress",
          "Word Press"
        ],
        "text": "Always a capital P; core even auto-corrects it",
        "prov": "published",
        "source": "https://developer.wordpress.org/reference/functions/capital_p_dangit/"
      },
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)"
      },
      {
        "id": "spelling",
        "kind": "spelling",
        "value": "en-US",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)"
      },
      {
        "id": "we-you",
        "kind": "person",
        "value": "we_you",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)",
        "also": [
          "https://wordpress.org/about/"
        ]
      },
      {
        "id": "hosting-for-wordpress",
        "kind": "prefer",
        "term": "Hosting for WordPress",
        "over": [
          "Hosted WordPress",
          "Managed WordPress Hosting"
        ],
        "prov": "published",
        "source": "https://wordpressfoundation.org/trademark-policy/ (usage policy)"
      },
      {
        "id": "no-name-in-product",
        "kind": "guidance",
        "text": "Others may describe services 'for WordPress' but never name a product, company or domain with WordPress",
        "prov": "published",
        "source": "https://wordpressfoundation.org/trademark-policy/"
      },
      {
        "id": "wp-confusion",
        "kind": "guidance",
        "text": "Don't use 'WP' in any way that suggests an official WordPress product",
        "prov": "published",
        "source": "https://wordpressfoundation.org/trademark-policy/"
      },
      {
        "id": "no-ads",
        "kind": "guidance",
        "text": "The trademark may not be used in advertising (AdSense/AdWords included)",
        "prov": "published",
        "source": "https://wordpressfoundation.org/trademark-policy/"
      },
      {
        "id": "trademark-line",
        "kind": "guidance",
        "text": "Footer line: the WordPress® trademark is the WordPress Foundation's intellectual property",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)"
      },
      {
        "id": "em-dash",
        "kind": "guidance",
        "text": "Closed em dashes, no spaces",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)"
      },
      {
        "id": "button-case",
        "kind": "guidance",
        "text": "Button text in Title Case ('Get WordPress', 'Explore the Showcase')",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (Button Text: Title Case)"
      },
      {
        "id": "subtitles",
        "kind": "guidance",
        "text": "Subtitles 14px uppercase",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (Subtitles)"
      }
    ],
    "approved": {
      "words": [
        "open source",
        "publishing",
        "freedom",
        "community",
        "everyone",
        "blocks",
        "build",
        "share",
        "democratize"
      ],
      "phrases": [
        "democratize publishing",
        "the freedom to build",
        "Everyone is welcome",
        "open source publishing platform"
      ],
      "prov": "observed",
      "source": "https://wordpress.org/ (observed 2026-10-31)",
      "also": [
        "https://wordpress.org/about/"
      ]
    },
    "banned": [
      "Wordpress",
      "Hosted WordPress",
      "Managed WordPress Hosting"
    ],
    "banned_source": [
      "https://developer.wordpress.org/reference/functions/capital_p_dangit/",
      "https://wordpressfoundation.org/trademark-policy/"
    ]
  },
  "spec": {
    "icons": {
      "grid": "24x24px",
      "stroke": "1.5px, one edge hinted to the whole pixel",
      "corner_radius": "1px, 2px where appropriate",
      "style": "front-facing, flat, no faux 3D; simple, universal, consistent",
      "sizes": [
        {
          "name": "default",
          "px": 24,
          "use": "WordPress Icons (current)"
        },
        {
          "name": "dashicon",
          "px": 20,
          "use": "Dashicons (classic, deprecated): 2px lines, 1px corners"
        }
      ],
      "prov": "published",
      "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/iconography/",
      "also": [
        "https://developer.wordpress.org/resource/dashicons/"
      ],
      "header_glyphs": {
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, header inline SVGs, WordPress Icons set)",
        "search": "24x24 viewBox, filled path, lens upper-right with handle to lower-left: M13 5c-3.3 0-6 2.7-6 6 0 1.4.5 2.7 1.3 3.7l-3.8 3.8 1.1 1.1 3.8-3.8c1 .8 2.3 1.3 3.7 1.3 3.3 0 6-2.7 6-6S16.3 5 13 5zm0 10.5c-2.5 0-4.5-2-4.5-4.5s2-4.5 4.5-4.5 4.5 2 4.5 4.5-2 4.5-4.5 4.5z",
        "menu": "24x24, TWO bars only, 16x1.5 each at y 7.5 and y 15: M4 7.5h16v1.5H4z M4 15h16v1.5H4z",
        "close": "24x24 X: m13.06 12 6.47-6.47-1.06-1.06L12 10.94 5.53 4.47 4.47 5.53 10.94 12l-6.47 6.47 1.06 1.06L12 13.06l6.47 6.47 1.06-1.06L13.06 12Z",
        "chevron": "12x12 stroked 1.5: M1.5 4L6 8L10.5 4 (nav dropdowns)",
        "external": "compact ↗ set in the link's own color and size, not a lighter or longer arrow"
      }
    },
    "signature": [
      {
        "name": "The Blueberry brush stroke",
        "where": "Homepage hero beside 'Meet WordPress'; as a 16px rule element in content (custom.brush-stroke)",
        "spec": "One dry-brush paint stroke in Blueberry #3858E9 on white, painted left to right with ragged ends, as the one expressive gesture on a calm page; the jazz 'paint strokes' of the 2021 redesign",
        "dont": "add several strokes to one view, recolor it outside the palette, or replace it with a clean vector bar",
        "prov": "published",
        "source": "https://make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news/",
        "also": [
          "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.brush-stroke)",
          "https://wordpress.org/"
        ]
      },
      {
        "name": "Garamond headings, never bold",
        "where": "Every H1 to H6 on WordPress.org",
        "spec": "EB Garamond Regular 400 at the published scale (70/50/36/30/26/22), sentence case, balanced wrap, with Inter for everything else",
        "dont": "bold or letter-space the serif, or set body copy in it",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/",
        "also": [
          "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json"
        ]
      },
      {
        "name": "The huge Light CTA",
        "where": "Closing 'Get started' band on Charcoal 2 #23282D",
        "spec": "Inter Light 300 at 120px, 118px leading, -2px tracking, white, as the page's last word",
        "dont": "set it bold or use it more than once per page",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/typography/ (Large CTAs)",
        "also": [
          "https://wordpress.org/"
        ]
      },
      {
        "name": "Black-and-white people",
        "where": "Community photography on the homepage and the News redesign",
        "spec": "Documentary black-and-white photos of real WordPress people at events",
        "dont": "use stock, color-graded or staged photos for community",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)",
        "also": [
          "https://make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news/"
        ]
      },
      {
        "name": "Hand-drawn marks and typewriter text",
        "where": "The About page",
        "spec": "Pencil-style arrows, underlines and circles with a typewriter mono (Courier Prime) on a warm #F0EDE7 ground and huge lowercase Inter headings",
        "dont": "carry it onto product pages, which stay on white and Garamond",
        "prov": "observed",
        "source": "https://wordpress.org/about/ (observed 2026-10-31)"
      }
    ],
    "components": {
      "button_primary": {
        "height": 51,
        "padding_x": 32,
        "radius": 2,
        "fill": "#3858E9",
        "text": "#FFFFFF",
        "weight": 600,
        "font_size": 16,
        "face": "body",
        "border": "1px solid #3858E9",
        "line_height": 1.3,
        "states": {
          "hover": {
            "css": {
              "background": "#213FD4"
            },
            "prov": "published",
            "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.hover)"
          },
          "active": {
            "css": {
              "background": "#1E1E1E"
            },
            "prov": "published",
            "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.active)"
          },
          "focus": {
            "css": {
              "border-color": "#3858E9"
            },
            "prov": "published",
            "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.focus)"
          }
        },
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button)",
        "note": "Measured: 51px tall, padding 15px 33px, no visible border (0px), 16/20.8 Inter 600, radius 2. Phone: full column width (350x61, padding 20px 31px). Hover #213FD4 observed",
        "example": "Explore WordPress 7.1 (235x51), Explore the Showcase (237x51)"
      },
      "button_outline": {
        "height": 51,
        "padding_x": 32,
        "radius": 2,
        "fill": "none",
        "text": "#3858E9",
        "ring": "#3858E9",
        "ring_px": 1,
        "weight": 600,
        "font_size": 16,
        "face": "body",
        "states": {
          "hover": {
            "css": {
              "background": "#213FD4",
              "color": "#FFFFFF"
            },
            "prov": "published",
            "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.outline.hover)"
          },
          "active": {
            "css": {
              "background": "#1E1E1E",
              "color": "#FFFFFF"
            },
            "prov": "published",
            "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.outline.active)"
          }
        },
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.button.outline)",
        "note": "Measured: 204x51, padding 14px 32px, 1px #3858E9 border, radius 2; hover fills #213FD4 with white text (observed). Phone: full width 350x61",
        "example": "Shop new arrivals"
      },
      "button_header": {
        "height": 36,
        "padding_x": 19,
        "radius": 2,
        "fill": "#3858E9",
        "text": "#FFFFFF",
        "weight": 700,
        "font_size": 14,
        "face": "body",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31)",
        "note": "'Get WordPress' in the global header",
        "padding": "10px 19px",
        "line_height": 1.15,
        "example": "Get WordPress (141x36 at x 1279, y 17)",
        "states": {
          "hover": {
            "measured": {
              "fill": "#213FD4",
              "text": "#FFFFFF"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
          }
        }
      },
      "form_field": {
        "radius": 2,
        "border": "1px solid #979AA1",
        "fill": "#FFFFFF",
        "text": "#1E1E1E",
        "font_size": 14,
        "prov": "published",
        "source": "https://github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.json (custom.form)",
        "note": "Active border Blueberry; search field fills Light Grey 2 #F6F6F6 with no border"
      },
      "nav_link": {
        "font_size": 14,
        "weight": 400,
        "face": "body",
        "text": "#23282D",
        "padding": "23px 10px 22px",
        "height": 69,
        "radius": 0,
        "states": {
          "hover": {
            "measured": {
              "fill": "#F6F6F6",
              "text-decoration": "underline"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
          }
        },
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "The whole 69px-tall item fills Light Grey 2 on hover/open; Resources and About carry a 12px chevron-down; Swag carries ↗︎"
      },
      "nav_dropdown": {
        "fill": "#F6F6F6",
        "radius": 0,
        "border": "none, no shadow",
        "width": 200,
        "padding": "0 0 10px",
        "item": "14px Inter 400 #23282D, 44px tall, padding 10px",
        "motion": "opacity 0.1s linear",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "Opens flush under the 69px item at the item's left edge"
      },
      "text_link": {
        "text": "#3858E9",
        "font_size": 16,
        "weight": 400,
        "face": "body",
        "underline": "1px, offset 2.4px",
        "states": {
          "hover": {
            "measured": {
              "text-decoration": "none"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
          }
        },
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      "footer_link": {
        "text": "#FFFFFF",
        "font_size": 14,
        "weight": 400,
        "face": "body",
        "underline": "none at rest",
        "states": {
          "hover": {
            "measured": {
              "text-decoration": "underline"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
          }
        },
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      "feature_card": {
        "radius": 0,
        "fill": "none (sits on #F6F6F6)",
        "media": "360x230 PNG (the white frame and 1px #D9D9D9 outline are inside the image file)",
        "title": "18px Inter 400 #1E1E1E, 20px under the image",
        "body": "16/26, 19px under the title; optional text link 20px below",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      "news_item": {
        "title": "18/23.4 Inter 600 #1E1E1E, no underline",
        "meta": "14px: CATEGORY (uppercase, #3858E9) · date (#1E1E1E)",
        "gap": "13px title to meta",
        "radius": 0,
        "states": {
          "hover": {
            "measured": {
              "text-decoration": "underline"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31; post titles are links)"
          }
        },
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      "cta_arrow_heading": {
        "text": "#FFFFFF",
        "font_size": 120,
        "weight": 300,
        "face": "body",
        "radius": 0,
        "anatomy": "The whole H2 is one link laid out as a grid: text column (auto) + arrow column (1fr), gap 0.1em 0.5em. Arrow shaft = ::after, 1px #FFFFFF line filling column 2 (483px at 1440); head = ::before, an 85px square with 1px white top and right borders rotated 45deg, justified to the right end",
        "states": {
          "hover": {
            "measured": {
              "text-decoration": "underline",
              "arrow": "translateX(21px), 0.15s linear"
            },
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
          }
        },
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      "search": {
        "trigger": "24px magnifier button (56x70 hit area) left of Get WordPress",
        "open": "inline field 224x37, white, radius 2px 0 0 2px, placeholder 'Type to search…' 14px",
        "close": "button fills #F6F6F6",
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      }
    },
    "source": "https://wordpress.org/",
    "how": "Playwright on the live page at 1440x900 and 390x844 (2026-10-31): computed styles, bounding boxes, hover states and the theme's CSS rules",
    "date": "2026-10-31",
    "layout": {
      "page_margin": {
        "desktop": 140,
        "phone": 20
      },
      "section_padding": {
        "desktop": 80,
        "phone": 80
      },
      "container_max": 1160,
      "hero_text_max": 555,
      "columns": 3,
      "columns_phone": 1,
      "gutter": 40,
      "gutter_phone": 20,
      "card_gap": 40,
      "nav_height": 71,
      "note": "Full-bleed bands pad 80px left/right and constrain content to the 1160px 'wide' width (x 140-1300 at 1440). Two-column rows: hero 555 + 50 gap + 555; release 550 + 60 + 550; community 530 + 100 + 530; merch 565 + 30 + 565. Feature cards 3 x 360 with 40px gaps. News grid 3 x 353, 50px gaps. Header and footer use the global 'full' width: x 0/80-1360 (1280px). Phone: 20px gutter, 80px top and bottom on every padded band, every row stacks to one 350px column. Header 71px desktop, 61px phone.",
      "prov": "observed",
      "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
    },
    "breakpoints": {
      "phone_max": 781,
      "all": [
        480,
        600,
        700,
        782,
        890,
        960,
        1100,
        1280
      ],
      "note": "Columns stack below 782px (WordPress core columns rule); the global header collapses to icons + hamburger below 890px; the Get started arrow moves under the text below 960px; the news grid goes 2-up below 900 and 1-up below 700",
      "prov": "observed",
      "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
    },
    "type": [
      {
        "role": "Hero H1 'Meet WordPress'",
        "id": "display-xl",
        "face": "display",
        "size": {
          "desktop": 70,
          "phone": 70
        },
        "line_height": 1.05,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "line_height_phone": 1.08,
        "wrap": "balance",
        "color": "#1E1E1E",
        "note": "EB Garamond; 1 line desktop (555px column), 2 lines phone"
      },
      {
        "role": "Dark-band H2 (showcase)",
        "id": "display-l",
        "face": "display",
        "size": {
          "desktop": 50,
          "phone": 30
        },
        "line_height": 1.2,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "line_height_phone": 1.07,
        "wrap": "balance"
      },
      {
        "role": "Section H2 (release, community, news, merch)",
        "id": "display-m",
        "face": "display",
        "size": {
          "desktop": 36,
          "phone": 26
        },
        "line_height": 1.28,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "line_height_phone": 1.15,
        "wrap": "balance"
      },
      {
        "role": "Closing CTA 'Get started'",
        "id": "cta-xl",
        "face": "body",
        "size": {
          "desktop": 120,
          "phone": 52
        },
        "line_height": 1,
        "tracking_px": -2,
        "weight": 300,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "line_height_phone": 1.08,
        "note": "Inter Light; the guide publishes 120/118, the site renders 120/120"
      },
      {
        "role": "Card and sub-section title (Design, Build, Extend; Build for yourself)",
        "id": "title-s",
        "face": "body",
        "size": {
          "desktop": 18,
          "phone": 18
        },
        "line_height": 1.88,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "Inter Bold 700: the h2 is 400 but its text sits in <strong>, which renders 700; 33.84px leading"
      },
      {
        "role": "News post title",
        "id": "title-post",
        "face": "body",
        "size": {
          "desktop": 18,
          "phone": 18
        },
        "line_height": 1.3,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      {
        "role": "Body short text (ledes, card copy)",
        "id": "body",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.625,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "wrap": "pretty",
        "note": "26px leading; is-style-short-text"
      },
      {
        "role": "Link paragraph (stacked text links)",
        "id": "body-link",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.875,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "30px leading, Blueberry, underlined (2.4px offset, 1px)"
      },
      {
        "role": "Button label",
        "id": "button",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.3,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
      },
      {
        "role": "Nav link / header button",
        "id": "nav",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.71,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "24px leading; header button 14/16.1 Inter 700"
      },
      {
        "role": "News meta (category caps + date)",
        "id": "meta",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.875,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "category uppercase in Blueberry, ' · ' separator, date in #1E1E1E"
      },
      {
        "role": "Footer link",
        "id": "footer",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 16
        },
        "line_height": 1.9,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "14/26.6 desktop, 16/30.4 phone; trademark line 14/21 (16/24 phone) #979AA1"
      },
      {
        "role": "Phone menu item",
        "id": "menu",
        "face": "body",
        "size": {
          "desktop": 21,
          "phone": 21
        },
        "line_height": 1.95,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)",
        "note": "phone overlay only, 41px rows on a 46px pitch"
      }
    ],
    "fonts_observed": {
      "families": [
        "Inter (variable, weights 100-900 loaded; 300, 400, 600 and 700 used)",
        "EB Garamond (variable 400-700 loaded; 400 used)"
      ],
      "other": "No other text face. The WordPress.org logotype in the footer and 'CODE IS POETRY' are SVG drawings (not type); social icons are SVG. IBM Plex Mono (theme token) does not appear on the homepage.",
      "files": [
        "https://wordpress.org/wp-content/mu-plugins/pub-sync/global-fonts/Inter/Inter-latin.woff2",
        "https://wordpress.org/wp-content/mu-plugins/pub-sync/global-fonts/EB-Garamond/EBGaramond-latin.woff2"
      ],
      "letter_spacing": "normal everywhere except the 120px CTA (-2px at both widths)",
      "prov": "observed",
      "source": "https://wordpress.org/ (observed 2026-10-31, 1440 and 390, live computed styles)"
    },
    "motion": [
      {
        "name": "dropdown-fade",
        "easing": "linear",
        "duration_ms": 100,
        "use": "Header submenu opacity on open (only when motion is allowed)",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS: .wp-block-navigation .has-child .wp-block-navigation__submenu-container, 2026-10-31)"
      },
      {
        "name": "menu-overlay",
        "easing": "ease-out",
        "duration_ms": 100,
        "use": "Phone menu overlay fades in (overlay-menu__fade-in-animation)",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS: .wp-block-navigation__responsive-container.is-menu-open, 2026-10-31)"
      },
      {
        "name": "cta-arrow",
        "easing": "linear",
        "duration_ms": 150,
        "use": "Get started arrow slides 21px right on hover",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS: .is-style-with-arrow a::before/::after, 2026-10-31)"
      },
      {
        "name": "social-icon",
        "easing": "ease",
        "duration_ms": 100,
        "use": "Footer social icons: transform transition on hover",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS: .wp-block-social-link, 2026-10-31)"
      },
      {
        "name": "image-reveal",
        "easing": "ease",
        "duration_ms": 400,
        "use": "Core image show-content-image fade when lazy images arrive; animation only, the resting state is the plain image",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS: .wp-block-image img.show, 2026-10-31)"
      },
      {
        "name": "reduced-motion",
        "use": "Every transition above sits inside @media not (prefers-reduced-motion); nothing on the page scrolls, counts up or auto-plays",
        "prov": "observed",
        "source": "https://wordpress.org/ (CSS, 2026-10-31)"
      }
    ],
    "page": {
      "source": "https://wordpress.org/",
      "date": "2026-10-31",
      "prov": "observed",
      "voices": {
        "homepage": "Plain, institutional product voice: short declaratives about what the software does (Design / Build / Extend), sentence-case Garamond headings, no exclamation marks, links named for their action ('Find an event near you', 'Dig into the code').",
        "campaign": "The guide's and redesign posts' expressive register (brush strokes, 'jazz', the About page's lowercase headings, typewriter text and pencil marks) is for story and mission pages.",
        "landing_pages_follow": "homepage voice and homepage structure; borrow one expressive gesture only (the single brush stroke in the hero)."
      },
      "nav": {
        "summary": "White global header, one row: W mark at far left, eight Inter 14px links straight after it, then a search icon and a Blueberry 'Get WordPress' button at the far right. Not sticky.",
        "ground": "#FFFFFF",
        "height": "71px desktop (70px items + 1px border); 61px phone",
        "border": "1px solid rgba(0,0,0,0.15) bottom",
        "logo": {
          "variant": "WordPress W mark only (no wordmark), #23282D via currentColor",
          "px": "30x30 inside a 70x70 link with 20px padding",
          "position": "x 20, y 20 (phone y 15)",
          "file": "https://wordpress.org/"
        },
        "links": {
          "count": 8,
          "labels": "Showcase, Plugins, Themes, Hosting, News, Resources ▾, About ▾, Swag ↗︎",
          "size": "14px/24px",
          "weight": 400,
          "color": "#23282D",
          "alignment": "left group from x 70; item x 70, 158, 225, 298, 370, 427, 537, 618; padding 23px 10px 22px; no gap",
          "dropdowns": "Resources: Learn WordPress, Documentation, Education, Forums, Developers, Blocks, Patterns, Photos, Openverse ↗︎, WordPress.tv ↗︎. About: About WordPress, Make WordPress, Events, Five for the Future, Enterprise, Gutenberg ↗︎, Job Board ↗︎. Panels #F6F6F6, 200px wide, 44px rows"
        },
        "actions": [
          "Search: magnifier button 56x70 at x 1203; opens an inline 224x37 field 'Type to search…'",
          "Get WordPress: button_header, #3858E9 fill, white 14px Inter 700, padding 10px 19px, radius 2px, 141x36 at x 1279, 20px from the right edge"
        ],
        "sticky": "no: position relative, scrolls away",
        "phone": {
          "shows": "W mark x 20, search icon x 270, hamburger x 326 (64x60); no Get WordPress button in the bar",
          "menu": "Full-screen #F6F6F6 overlay, close X top right; rows 21px Inter 400 #23282D on a 46px pitch from y 102: Showcase, Plugins, Themes, Hosting, News, Resources (label in #656A71) then Learn WordPress, Documentation, Education, Forums, Developers, Blocks, Patterns, Photos, Openverse ↗︎, WordPress.tv ↗︎ indented 20px, About (label #656A71) then About WordPress, Make WordPress, Events, Five for the Future, Enterprise, Gutenberg ↗︎, Job Board ↗︎ indented, Swag ↗︎; Get WordPress button (14px/700) at the end",
          "cta": "Get WordPress lives only inside the menu on phone"
        }
      },
      "hero": {
        "summary": "Calm white intro band: 70px EB Garamond 'Meet WordPress' and a two-line Inter lede in the left half, one Blueberry dry-brush stroke image in the right half. No button, no photo, no proof.",
        "desktop": {
          "band": "y 71-381 (310px), padding 80px 140px",
          "column_split": "2 columns 555 + 555 with a 50px gap",
          "vertical_anchors": "H1 top y 153 (74px tall); lede y 247-299 (2 lines, 20px under the H1); brush image y 151-301",
          "text_max_width": "555px (lede wraps after 'websites')",
          "media": "brush.png 555x150 at x 745, no frame, no radius, no overlap",
          "cta_size": "none in the hero"
        },
        "phone": {
          "order": "H1, lede (brush hidden)",
          "alignment": "left, 20px gutter",
          "sizes": "band y 61-496, padding 80px 20px; H1 70/75.6 in 2 lines (y 141-292); lede 16/26 4 lines (y 312-416)"
        },
        "at_rest": "Static. Nothing animates; the brush is a flat PNG with transparent ragged edges on #FFFFFF.",
        "media": "https://wordpress.org/files/2024/04/brush.png (1198x323, transparent PNG, Blueberry)",
        "type": "H1 EB Garamond 400 70px #1E1E1E; lede Inter 400 16/26 #1E1E1E",
        "cta": "none; the first buttons appear in the release row",
        "proof": "none in the hero; the only number on the page is the word 'millions' in the lede (no stat or counter anywhere)"
      },
      "sections": [
        {
          "name": "Design / Build / Extend cards",
          "ground": "#F6F6F6",
          "summary": "Top of one Light Grey 2 band (y 381-1465) that also holds the release row: three equal feature cards, image on top, Inter 18 title, short copy, optional text link.",
          "desktop": {
            "band": "band padding 80px; cards y 461-919",
            "grid": "3 x 360px, 40px gaps, x 140 / 540 / 940",
            "card": "image 360x230 at the top; title 18/33.84 Inter 400 at +250; body 16/26 at +303 (4 lines); text link 'Try the Block Editor' under Build only"
          },
          "phone": {
            "grid": "1 column 350px; cards at y 576, 1018, 1509 (about 40px between)",
            "image": "350x224"
          },
          "anatomy": [
            "Card titles are Inter Bold 700 18px (text wrapped in <strong>), not Garamond",
            "Inline links (blocks, theme, plugins) are Blueberry and underlined inside the body copy",
            "Images are product UI crops on white with a 1px #D9D9D9 outline drawn inside the PNG; no CSS border, radius 0, no shadow"
          ],
          "components": [
            "feature_card",
            "text_link"
          ]
        },
        {
          "name": "Release row (WordPress 7.1)",
          "ground": "#F6F6F6",
          "summary": "Same grey band, 79px under the cards: text left (36px Garamond H2, 4-line lede, primary button), release collage image right.",
          "desktop": {
            "row": "y 998-1385",
            "columns": "text 550 at x 140, image 550x387 at x 750 (60px gap)",
            "anchors": "H2 y 1038 (2 lines, 46px leading, forced break after 'styling'); lede y 1151; button y 1275 (235x51)",
            "band_bottom": "80px under the image (y 1465)"
          },
          "phone": {
            "order": "H2 (26/29.9, 2 lines), lede (7 lines), full-width button 350x61, image 350x246 below",
            "y": "2031-2659"
          },
          "anatomy": [
            "The image is a 2x2 collage of release visuals in a white frame with a 1px #D9D9D9 outline, all inside the WEBP; radius 0"
          ],
          "components": [
            "button_primary"
          ]
        },
        {
          "name": "Showcase: One platform, a universe of possibilities",
          "ground": "#1E1E1E",
          "summary": "Charcoal band: white 50px Garamond H2, two-line lede, a row of six customer logos in white, a primary button, then three full-bleed rows of site screenshots to the band's bottom edge.",
          "desktop": {
            "band": "y 1465-2809, padding 80px top, 0 bottom",
            "h2": "y 1545, 50/60, one line, 1160 wide",
            "lede": "y 1635, max 696px, white 16/26",
            "logos": "y 1737-1833, six logos left to right at x 140, 401, 567, 751, 988, 1140 (justified across 1160): Rolling Stone 173x33, TIME 79x33, NASA 96x96, Microsoft 150x33, TechCrunch 64x32, Harvard 160x40; vertically centred on y 1785",
            "button": "Explore the Showcase y 1883 (237x51)",
            "rows": "three full-bleed 1440px images at y 2034 (262 tall), 2316 (264), 2600 (209), 20px #1E1E1E gaps; the last row ends at the band edge"
          },
          "phone": {
            "band": "y 2739-3747, padding 80px 20px top",
            "h2": "30/32.1, 2 lines",
            "logos": "3 rows of 2 (y 3068-3293)",
            "button": "full width 350x61 y 3347",
            "rows": "390px wide, 71/72/57 tall, 20px gaps, flush to the bottom"
          },
          "anatomy": [
            "Logos are supplied as light-grey/white PNGs; no CSS filter",
            "Screenshot rows are static images cropped at both screen edges, not a marquee"
          ],
          "components": [
            "button_primary"
          ]
        },
        {
          "name": "Dots divider",
          "ground": "#FFFFFF",
          "summary": "A 1160x60 strip of 5px dots on a 55px pitch in two rows, mostly #D9D9D9 with seven #1E1E1E dots, between the showcase and community.",
          "desktop": {
            "y": "2849-2909, margin 40px top and bottom",
            "image": "dots-banner.svg as background, repeat-x, centred top"
          },
          "phone": {
            "y": "3787-3847, 350 wide crop of the same SVG"
          },
          "anatomy": [
            "Decorative only; static"
          ],
          "components": []
        },
        {
          "name": "Community",
          "ground": "#FFFFFF",
          "summary": "White band: 36px Garamond H2 with two paragraphs and one text link on the left, a black-and-white crowd photo cut into a brush-stroke shape on the right; under it an Inter 18 sub-heading with four stacked text links.",
          "desktop": {
            "band": "y 2849-3829 incl. the dots, padding 0 80px 80px",
            "columns": "530 text at x 140 + 530 photo at x 770 (100px gap)",
            "anchors": "H2 y 2990; p y 3056 (5 lines) and 3206 (2 lines), 20px between; link 'Find an event near you' y 3288; photo y 2990, 530x258",
            "sub": "'Build for yourself, not by yourself' 18px Inter y 3438; p y 3492; links y 3600, 3640, 3680, 3720 (40px pitch)"
          },
          "phone": {
            "order": "H2, 2 paragraphs, link, photo (350x171), sub-heading, paragraph, 4 links",
            "y": "H2 3927, photo 4337, sub-heading 4628, links 4841-4961"
          },
          "anatomy": [
            "Links: Find an event near you; Learn how to use WordPress; Test WordPress out in your browser; Search documentation; Dig into the code",
            "Text color here is Charcoal 0 #1A1919, not #1E1E1E",
            "The photo's ragged brush-stroke silhouette is part of the transparent PNG"
          ],
          "components": [
            "text_link"
          ]
        },
        {
          "name": "Latest WordPress news",
          "ground": "#F6F6F6",
          "summary": "Grey band: 36px Garamond H2 left with a 'More news' text link right on the same line, then three post titles with category and date.",
          "desktop": {
            "band": "y 3830-4145, padding 80px",
            "header": "H2 y 3910; More news right-aligned at x 1217",
            "grid": "3 x 353px, 50px gaps, posts y 4005-4065"
          },
          "phone": {
            "band": "y 5091-5550",
            "grid": "1 column, posts at y 5232, 5321, 5411 (about 90px pitch)",
            "header": "More news stays on the H2 line, right"
          },
          "anatomy": [
            "Post: title 18/23.4 Inter 600 #1E1E1E; 13px below, CATEGORY uppercase 14px #3858E9, ' · ', date 14px #1E1E1E",
            "Live feed: titles, categories and dates change; build 3 slots"
          ],
          "components": [
            "news_item",
            "text_link"
          ]
        },
        {
          "name": "Merch: Wear the internet you make",
          "ground": "#F6F6F6",
          "summary": "Same grey continued under a 1px #D9D9D9 top rule: 36px Garamond H2 and an outline button left, a merch product cut-out right that sits on the band's bottom edge.",
          "desktop": {
            "band": "y 4145-4363 (218px), padding 0 80px (no vertical padding), columns aligned bottom",
            "columns": "565 + 30 gap + 565",
            "anchors": "H2 y 4196; outline button y 4262 (204x51); image 565x187 at x 735, y 4176, bottom flush with y 4363"
          },
          "phone": {
            "order": "H2 (26px), full-width outline button 350x61, image 350x116 flush to the band bottom",
            "y": "5550-5838"
          },
          "anatomy": [
            "The product image is cropped by the next band (the dark CTA starts right at its bottom edge)"
          ],
          "components": [
            "button_outline"
          ]
        },
        {
          "name": "Get started",
          "ground": "#23282D",
          "summary": "Charcoal 2 closing band: one giant Inter Light 'Get started' link with a thin white arrow running to the right edge of the container, and a two-line white lede.",
          "desktop": {
            "band": "y 4363-4755, padding 80px",
            "cta": "y 4443, 120/120 Inter 300 -2px white; arrow shaft 1px white 483px from the text's right +0.5em to x 1300, head an 85px chevron",
            "lede": "y 4623, max 580px, 16/26 white"
          },
          "phone": {
            "cta": "52/56.16, -2px; arrow on its own row under the text, full 350px width, head 0.354em",
            "lede": "y 6066, 4 lines",
            "band": "y 5838-6250, padding 80px 20px"
          },
          "anatomy": [
            "The whole heading is the link (to /download/); hover underlines the words and slides the arrow 21px right"
          ],
          "components": [
            "cta_arrow_heading"
          ]
        }
      ],
      "footer": {
        "summary": "Charcoal 2 global footer: five 4-link columns, then the white WordPress.org logotype with the trademark line at left and ten white social icons at right; a darker strip below holds 'CODE IS POETRY'.",
        "ground": "#23282D",
        "anatomy": [
          "Padding 69px 80px 58px; container x 80-1360. Five columns 240px wide at x 80, 340, 600, 860, 1120; links 14/26.6 Inter 400 #FFFFFF, about 31.5px pitch from y 4828; ↗ marks external links",
          "Column 1: About, News, Hosting, Privacy",
          "Column 2: Showcase, Themes, Plugins, Patterns",
          "Column 3: Learn, Documentation, Developers, WordPress.tv ↗",
          "Column 4: Get Involved, Events, Donate ↗, Swag ↗",
          "Column 5: WordPress.com ↗, Matt ↗, bbPress ↗, BuddyPress ↗",
          "Logo row y 5006: WordPress.org logotype (W mark + small-caps wordmark) white, 171x27 at x 80 (https://wordpress.org/)",
          "Trademark line verbatim: 'The WordPress® trademark is the intellectual property of the WordPress Foundation.' 14/21 #979AA1, y 5039",
          "Social icons, 24px, white (fill #FFFFFF), 44px pitch, right-aligned x 940-1360, in this order: X (formerly Twitter), Bluesky, Mastodon, Threads, Facebook, Instagram, LinkedIn, TikTok, YouTube, Tumblr",
          "Strip: #1C2024, 61px tall, padding 24px 80px; 'CODE IS POETRY' SVG 188x13 centred in #979AA1 (https://wordpress.org/)",
          "No address, phone number or copyright line on the page; no newsletter field"
        ],
        "phone": "Padding 44px 20px; columns become a 2-up grid (165px, x 20 and 205): rows (1,2), (3,4), then column 5 alone; links 16/30.4; logotype y 6817; trademark 16/24; social icons wrap 8 + 2 at 44px pitch; strip 61px at the bottom"
      },
      "dark_ground": {
        "secondary_button": "No secondary button on dark grounds: the showcase uses the Blueberry primary (#3858E9, hover #213FD4) on #1E1E1E",
        "link": "#FFFFFF, no underline at rest, underline on hover (footer); the Get started heading-link is white and underlines on hover",
        "muted_text": "#979AA1 (trademark line, Code is Poetry)",
        "hairline": "None drawn on the dark bands; the only line is the 1px #FFFFFF arrow. Use #40464D if a divider is unavoidable (palette Charcoal 3)",
        "logo_variant": "White WordPress.org logotype in the footer; customer logos as white/light PNGs; nav W mark stays #23282D on white"
      }
    },
    "bands": [
      {
        "label": "Global header",
        "ground": "#FFFFFF",
        "content": "W mark, 8 links, search, Get WordPress",
        "desktop": "1440x71, 1px rgba(0,0,0,0.15) bottom border, not sticky",
        "phone": "390x61: W mark, search, hamburger",
        "anatomy": [
          "Links verbatim: Showcase, Plugins, Themes, Hosting, News, Resources ▾, About ▾, Swag ↗︎"
        ]
      },
      {
        "label": "Hero: Meet WordPress",
        "ground": "#FFFFFF",
        "content": "H1, lede, brush stroke",
        "desktop": "y 71-381, 555/555 split, padding 80",
        "phone": "y 61-496, H1 2 lines, brush hidden",
        "anatomy": [
          "No button in the hero"
        ]
      },
      {
        "label": "Design / Build / Extend + release row",
        "ground": "#F6F6F6",
        "content": "3 feature cards; 7.1 release text + button + collage",
        "desktop": "y 381-1465, padding 80; cards 3x360; release 550/550",
        "phone": "y 496-2739, all stacked",
        "anatomy": [
          "One continuous grey band holding two rows, 79px apart"
        ]
      },
      {
        "label": "Showcase",
        "ground": "#1E1E1E",
        "content": "H2, lede, 6 logos, button, 3 screenshot rows",
        "desktop": "y 1465-2809, padding 80 top, rows full-bleed to the bottom",
        "phone": "y 2739-3747, logos 2-up",
        "anatomy": [
          "Screenshot rows are static PNGs, 20px apart"
        ]
      },
      {
        "label": "Dots divider + Community",
        "ground": "#FFFFFF",
        "content": "dots strip, H2 + 2 paragraphs + link, B&W brush-cut photo, sub-heading + 4 links",
        "desktop": "y 2809-3829, 530/530 with 100 gap",
        "phone": "y 3747-5091, photo after the first link",
        "anatomy": [
          "Text #1A1919"
        ]
      },
      {
        "label": "Latest news",
        "ground": "#F6F6F6",
        "content": "H2 + More news, 3 posts",
        "desktop": "y 3830-4145, 3 columns",
        "phone": "y 5091-5550, 1 column",
        "anatomy": [
          "Category caps in Blueberry"
        ]
      },
      {
        "label": "Merch",
        "ground": "#F6F6F6",
        "content": "H2, outline button, product cut-out",
        "desktop": "y 4145-4363, 1px #D9D9D9 top rule, no vertical padding, bottom-aligned",
        "phone": "y 5550-5838",
        "anatomy": [
          "Image sits on the band's bottom edge"
        ]
      },
      {
        "label": "Get started",
        "ground": "#23282D",
        "content": "120px Inter Light link with arrow, lede",
        "desktop": "y 4363-4755, padding 80",
        "phone": "y 5838-6250, 52px, arrow on its own row",
        "anatomy": [
          "Whole heading is the link"
        ]
      },
      {
        "label": "Global footer",
        "ground": "#23282D",
        "content": "5 link columns, logotype, trademark line, 10 social icons",
        "desktop": "y 4755-5117, padding 69 80 58",
        "phone": "y 6250-7020, 2-up columns",
        "anatomy": [
          "Column 1: About, News, Hosting, Privacy",
          "Column 2: Showcase, Themes, Plugins, Patterns",
          "Column 3: Learn, Documentation, Developers, WordPress.tv ↗",
          "Column 4: Get Involved, Events, Donate ↗, Swag ↗",
          "Column 5: WordPress.com ↗, Matt ↗, bbPress ↗, BuddyPress ↗"
        ]
      },
      {
        "label": "Code is Poetry strip",
        "ground": "#1C2024",
        "content": "'CODE IS POETRY' SVG in #979AA1",
        "desktop": "y 5117-5178, 61px",
        "phone": "y 7020-7081, 61px",
        "anatomy": [
          "Centred, 188x13"
        ]
      }
    ]
  },
  "system": {
    "fixed": [
      "The logotype and its W-based proportions",
      "Mrs Eaves and Dalliance only inside the logotype",
      "EB Garamond 400 headings with Inter text",
      "Blueberry #3858E9 for links and primary buttons",
      "'WordPress' with a capital P"
    ],
    "flex": "Where a page sits between jazzy/expressive and minimal/clean: the homepage and About page carry strokes and hand marks; download and documentation pages stay functional (published in the 2022 homepage post).",
    "traits": [
      {
        "is": "Welcoming and inclusive",
        "not": "exclusive",
        "text": "Built so anyone has a voice (paraphrase).",
        "prov": "published",
        "source": "https://wordpress.org/about/"
      },
      {
        "is": "Simple and predictable",
        "not": "complicated",
        "text": "Great software should work with minimal setup (paraphrase).",
        "prov": "published",
        "source": "https://wordpress.org/about/"
      },
      {
        "is": "Jazzy",
        "not": "decorative for its own sake",
        "text": "Playful strokes and type, balanced against content (paraphrase).",
        "prov": "published",
        "source": "https://make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news/",
        "also": [
          "https://make.wordpress.org/design/2022/07/27/project-update-wordpress-org-homepage-and-download-page-mockups/"
        ]
      },
      {
        "is": "Open",
        "not": "proprietary",
        "text": "GPL software with four freedoms (paraphrase).",
        "prov": "published",
        "source": "https://wordpress.org/about/"
      },
      {
        "is": "Friendly and reassuring",
        "not": "sharp",
        "text": "Dashicons favor slightly rounded edges over 90-degree angles (paraphrase).",
        "prov": "published",
        "source": "https://make.wordpress.org/design/handbook/design-guide/foundations/iconography/"
      }
    ]
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 2,
      "must": "Build it the way wordpress.org is built: white page, global header with the W mark and a Blueberry 'Get WordPress' button, EB Garamond 400 headline left-aligned with an Inter lede, one Blueberry brush stroke in the hero, sections alternating White and Light Grey 2, a Charcoal band, a closing 'Get started' band on Charcoal 2 with the 120px Inter Light CTA, Charcoal 2 footer with the trademark line; 2px-radius Blueberry buttons, square cards",
      "flex": "which sections and how many cards; the About-page register (Linen ground, lowercase Inter headings, typewriter text, pencil marks) for mission or story pages"
    },
    {
      "format": "Deck",
      "level": 2,
      "must": "White or Charcoal slides, EB Garamond titles, Inter text, Blueberry for the one highlight, logo with W/2 clear space",
      "flex": "a Blueberry title slide with a brush stroke; black-and-white photos"
    },
    {
      "format": "Social post",
      "level": 3,
      "must": "Blueberry or Charcoal ground, one Garamond line, white W mark or logotype",
      "flex": "brush stroke or release artwork tiles from the accent families"
    },
    {
      "format": "Email / newsletter",
      "level": 1,
      "must": "White ground, Garamond headline, Inter 16/30 body, Blueberry links underlined, one Blueberry button",
      "flex": "a Light Grey 2 news block"
    },
    {
      "format": "Blog post (News)",
      "level": 1,
      "must": "680px column, Inter 16/30 long-text setting, Garamond headings, Blueberry underlined links",
      "flex": "a brush-stroke rule between sections"
    },
    {
      "format": "Event / WordCamp page",
      "level": 3,
      "must": "Name and logo only with Foundation permission; never in a domain name",
      "flex": "black-and-white community photos and accent tints"
    }
  ],
  "checks": [
    {
      "name": "Capital P",
      "text": "Every 'WordPress' has a capital P."
    },
    {
      "name": "Logotype faces",
      "text": "No Mrs Eaves or Dalliance outside the logo."
    },
    {
      "name": "One blue",
      "text": "Links and primary buttons are Blueberry #3858E9; no other blue on WordPress.org pages."
    },
    {
      "name": "Garamond weight",
      "text": "Headings are EB Garamond 400, never bold."
    },
    {
      "name": "Logo space",
      "text": "W/2 clear space around the logo, official files only."
    },
    {
      "name": "Trademark",
      "text": "No WordPress in a product, company or domain name; no trademark in ads."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are WordPress'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": {
          "label": "Mission",
          "text": "Democratize publishing",
          "prov": "published",
          "source": "https://wordpress.org/about/ (our mission)"
        },
        "story": {
          "text": "Mike Little and Matt Mullenweg forked b2/cafelog in 2003 to make an elegant personal publishing system. It grew into the GPL-licensed platform of choice for millions of sites, built by developers, designers, scientists and bloggers, usable out of the box and deeply customizable.",
          "paraphrase": true,
          "prov": "published",
          "source": "https://wordpress.org/about/ (our story)"
        },
        "values": [
          {
            "name": "Freedom 0",
            "means": "Run the program for any purpose.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (the four freedoms)"
          },
          {
            "name": "Freedom 1",
            "means": "Study how it works and change it.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (the four freedoms)"
          },
          {
            "name": "Freedom 2",
            "means": "Redistribute it.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (the four freedoms)"
          },
          {
            "name": "Freedom 3",
            "means": "Distribute your modified versions.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (the four freedoms)"
          }
        ]
      },
      "positioning": {
        "statement": {
          "text": "The open source publishing platform of choice for millions of websites, from creators and small businesses to enterprises.",
          "prov": "observed",
          "source": "https://wordpress.org/ (observed 2026-10-31)"
        },
        "category": {
          "text": "Open source publishing platform; blog tool, publishing platform and CMS (page title)",
          "prov": "observed",
          "source": "https://wordpress.org/ (observed 2026-10-31)"
        },
        "audience": {
          "text": "Creators, small businesses and enterprises; entrepreneurs, professional developers and first-time bloggers (paraphrase).",
          "prov": "observed",
          "source": "https://wordpress.org/ (observed 2026-10-31)"
        },
        "problem": {
          "text": "Publishing on the web shouldn't need code or a gatekeeper (our reading of 'democratize publishing' and 'no code needed').",
          "prov": "inferred",
          "source": "https://wordpress.org/about/; https://wordpress.org/"
        },
        "promise": {
          "text": "Design, build and extend any site yourself, with a whole community behind you (paraphrase).",
          "prov": "observed",
          "source": "https://wordpress.org/ (observed 2026-10-31)"
        },
        "differentiators": [
          {
            "text": "Open source under the GPL: four freedoms nobody can take away.",
            "prov": "published",
            "source": "https://wordpress.org/about/"
          },
          {
            "text": "Blocks and flexible design tools: customize every detail with no code.",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "text": "An extensive plugin and theme library to extend any site.",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "text": "A worldwide community and regular events behind the software.",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          }
        ],
        "alternatives": [
          {
            "text": "Not published: WordPress.org names no competitors."
          }
        ]
      },
      "messaging": {
        "pillars": [
          {
            "name": "Designed for everyone",
            "claim": "Great software should work with minimal setup: accessible, fast, secure and easy, simple and predictable at its core (paraphrase).",
            "proof": [
              "p-freedoms",
              "p-millions"
            ],
            "prov": "published",
            "source": "https://wordpress.org/about/ (our mission)"
          },
          {
            "name": "Open source",
            "claim": "WordPress is GPL software, built and improved by a worldwide community of contributors (paraphrase).",
            "proof": [
              "p-gpl",
              "p-origin"
            ],
            "prov": "published",
            "source": "https://wordpress.org/about/ (our mission)"
          },
          {
            "name": "Welcoming and inclusive",
            "claim": "Contributors around the globe give their time so anyone has a voice (paraphrase).",
            "proof": [
              "p-community"
            ],
            "prov": "published",
            "source": "https://wordpress.org/about/ (our mission)"
          },
          {
            "name": "Design, build, extend",
            "claim": "Flexible design tools and blocks, real-time editing, and a plugin library for whatever a site needs (paraphrase).",
            "proof": [
              "p-showcase"
            ],
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          }
        ],
        "proof_points": [
          {
            "id": "p-freedoms",
            "kind": "fact",
            "text": "Licensed GPLv2 or later, giving four freedoms: run, study and change, redistribute, distribute modified copies.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (the four freedoms)"
          },
          {
            "id": "p-gpl",
            "kind": "fact",
            "text": "Built on PHP and MariaDB and licensed under the GPLv2.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (our story)"
          },
          {
            "id": "p-origin",
            "kind": "fact",
            "text": "Started in 2003 when Mike Little and Matt Mullenweg forked b2/cafelog.",
            "prov": "published",
            "source": "https://wordpress.org/about/ (our story)"
          },
          {
            "id": "p-millions",
            "kind": "claim",
            "text": "The publishing platform of choice for millions of websites (their wording, no number given).",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "id": "p-showcase",
            "kind": "logos",
            "text": "Showcase logo wall: Rolling Stone, TIME, NASA, Microsoft, TechCrunch, Harvard.",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "id": "p-community",
            "kind": "fact",
            "text": "Regular WordPress events worldwide to learn, connect and grow.",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          }
        ],
        "taglines": [
          {
            "text": "Democratize publishing",
            "where": "The mission line, About page hero",
            "prov": "published",
            "source": "https://wordpress.org/about/"
          },
          {
            "text": "the freedom to build. the freedom to change. the freedom to share.",
            "where": "About page hero, beside the mission, lowercase typewriter",
            "prov": "published",
            "source": "https://wordpress.org/about/"
          },
          {
            "text": "Meet WordPress",
            "where": "Homepage H1",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "text": "Build for yourself, not by yourself",
            "where": "Homepage learning band",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          },
          {
            "text": "Wear the internet you make",
            "where": "Homepage swag band",
            "prov": "observed",
            "source": "https://wordpress.org/ (observed 2026-10-31)"
          }
        ],
        "boilerplate": {
          "text": "WordPress is the open source publishing platform behind millions of websites, from creators and small businesses to enterprises. It began in 2003, is licensed under the GPL, and is built by a worldwide community of contributors.",
          "paraphrase": true,
          "prov": "observed",
          "source": "https://wordpress.org/ (observed 2026-10-31)",
          "also": [
            "https://wordpress.org/about/"
          ]
        }
      }
    }
  }
}