> Brand and claims for an agent writing about the product — from The Handover, the-handover.org/docs/brand-and-claims
> Authors: Leon Mallett (captivated.online) with Claude Code · Last confirmed working: 2026-10-19 on Claude Code 2026-10
> © Captivated Ltd — free to use in your own work, not to redistribute as a collection. the-handover.org/licence

The brand decisions an agent cannot read from the code. Voice and spelling live
in the editorial guide; colour, type and components live in the design system.
This file holds what neither covers: what the product is called, what it may
claim, and how it may refer to anybody else.

## The name

**Always:** {{name_form}}

Use it exactly, wherever a person will read it — copy, metadata, error messages,
store listings, and commit messages that end up in release notes. Repository
names, package names and identifiers are not the brand. Never let one leak into
public copy because it was the nearest thing to hand.

## Claims

{{forbidden_claims}}

Every public claim is a commitment somebody can hold the business to. Drafting
copy, the strongest available word is what persuasive writing sounds like — and
the strongest word is usually the one with legal weight. Prefer a specific,
checkable statement to a superlative: what the product does, not how good it is.

**Never state a number that was not measured** — users, speed, uptime, savings —
and keep the source of any number that was. **Never imply an endorsement,
partnership, certification or award** that does not exist in writing.

## Other companies' names and marks

**Use another company's name only descriptively**, to say what the product works
with or runs on. Never in the product's own name, logo, domain or icon, and never
styled to resemble theirs. "Works with X" is a fact; "X Assistant" is a trademark
problem.

**Do not name a competitor in a comparison** without a decision from a person.
Comparative claims about somebody else's product are the claims most likely to be
challenged.

Use another company's logo only from its official brand resources, under its
rules, and never altered.

## Our own assets

Use logos, icons and marks from the project's supplied assets, unmodified.
**Never redraw, regenerate, recolour or approximate the logo.** An approximation
in public is worse than its absence, because it looks deliberate.

## What needs a person

- Any new claim about security, privacy, compliance, accessibility or performance.
- Naming or comparing with a competitor.
- Any use of a third-party name or mark beyond a plain factual mention.
- Changing the name, its form, or the logo anywhere public.