# NotSquat brand direction

## Core idea
NotSquat turns existing camera infrastructure into privacy-preserving spatial intelligence for gyms. The identity should feel like an instrument panel: stark, exact, and useful.

## Visual system
- **Pure Black** `#000000` — field, confidence, focus
- **Pure White** `#FFFFFF` — type, contrast, legibility
- **Carbon** `#111111` — surfaces and cards
- **Deep Teal** `#00B8C8` — live system state and movement
- **Signal Blue** `#236BFF` — data, links, and active paths

## Themes observed on notsquat.org
- Oversized black-and-white wordmark treatment
- Monospace telemetry labels and compact status badges
- Hard-edged cards, subtle borders, little ornament
- Teal/cyan and blue reserved for live data and calls to action
- Technical visualization paired with an irreverent, human fitness product

## Logo direction
Start with a compact `NS` monogram and a wordmark set in a heavy grotesk. Keep the mark legible at favicon size. Avoid gradients, mascots, and decorative effects.

## Image direction
Use severe contrast, architectural geometry, top-down spatial diagrams, sparse cyan/blue signals, and generous black negative space. Imagery should support the product story rather than compete with the interface.