# BMC Brand, Source of Truth

> Single reference for the BMC brand. Machine-readable values live in [`tokens.json`](./tokens.json); the viewable guide is [`guidelines/brand-book.html`](./guidelines/brand-book.html); asset files and the manifest are in [`assets.json`](./assets.json) and `dist/`. If a value here disagrees with `tokens.json`, `tokens.json` wins. Do not hand-sync derived files; edit `tokens.json` and regenerate.

**Version 1.0 · 2026-06-15**

## Essentials
- **Name:** BMC (three caps, or the mark). Never "BM Consulting", "Blue Mountain Consulting", or "B.M.C." Consulting is the service, not the name.
- **Legal entity:** Blue Mountain Asesores, S.L.U. · NIF B42985432 · Calle Maestro Alonso, 4, entreplanta, 30005 Murcia · Inscrita en el RM de Murcia, tomo 3501, folio 189, hoja MU-104343. This is the registered office (domicilio social) and the line that identifies the company in contracts, engagement letters, powers of attorney, legal pages and email and document footers (art. 24 Código de Comercio). C/ Castelló 36, Madrid, is an office, never the registered office. The address for correspondence, the website, the schema and email signatures is Avda. Marqués de los Vélez 13, entresuelo, 30008 Murcia (MJ, 23-10-2026); the registered office above stays until the deed moving it is registered (Legal, 23-10-2026), and signatures close their small print with it. The tax address for invoice headers comes only from platform/apps/admin/src/lib/brand/domicilio.ts.
- **Descriptor (locked to the mark):** Tax, Legal & Strategy
- **Slogan:** **Counsel that endures.**
- **Positioning line:** Clarity, across borders.
- **Domain:** bm.consulting

## Language rule
Spanish is the primary content language. The **mark, descriptor, slogan and service names stay in English in every locale.** Body copy localizes: ES (primary), EN, FR, DE. Transcreate, never machine-translate. The slogan does not transcreate.

## Architecture
**One master mark.** No per-practice sub-logos, no per-practice colours. Practices (Strategy, Tax, Legal, Business Services, Compliance incl. Digital/Data/EU AI Act) differ only by URL, page H1, nav active state and breadcrumb.

## The mark
`B|M|C`, three Playfair Display 800 letters parted by two bronze-gold bars.
- **Bars:** single bronze-gold **#C0922E on every ground** (light and dark, no two-value system). Width 0.10em, height **0.60em**, centred on the cap height, clean ends (radius 1px). Gap 0.13em between a letter and a bar, the bar's own width, at every size (geometry B, MJ 01-11-2026). The traced masters in `brand/masters/` are the originals; the CSS `.mk` system reproduces them.
- **Letters:** navy-800 #1A365D on light, white on dark.
- **Construction:** `brand/masters/*.svg` (geometry B) are the originals; the CSS `.mk` flexbox system reproduces them and `brand/scripts/kit/` derives every export (logos, favicon, OG).
- **Descriptor:** DM Sans 600, uppercase, 0.22em of the mark, tracking 0.22em, the same ink as the letters (navy-800 on light, white on dark), centred 0.30em under the mark. The same rule sets ONE and RESEARCH: only the word changes (MJ, 01-11-2026).
- **BMC One (MJ, 01-11-2026):** the same mark with the word **ONE** beneath it, in the descriptor's slot and with its exact rule (DM Sans 600, caps, 0.22em of the mark, tracking 0.22em, same ink as the letters, never below 9px, from 40px of mark). The mark never changes and the word is never beside it, never italic, never gold. Source: `tokens.json` → `mark.one`.
- **Favicon:** "BMC, ruled in bronze", three letters over a single bronze rule, white on navy rounded-rect.
- **Mark reading:** the two bars are the line itself; in tax and law everything turns on where the permitted ends.

## Colour (exact values in tokens.json)
- **Navy** (structure, headings, mark, dark grounds), primary = navy-800 `#1A365D`.
- **Gold / bronze** (the only accent), `#C0922E`. **Gold is never a UI or body-text colour** (reads orange, fails AA at 2.84:1); its one text use is the mark descriptor on dark grounds (gold-400). For any other gold-coloured text use gold-700 `#7D5108` (AA, ~6.9:1) or gold-800 `#5C3D06` (AAA); gold-600 `#A86A0A` (~4.4:1) is focus-ring and large-text only, never body text. Otherwise gold is structure only: the mark bars, a section/bleed rule, an active-nav underline, the focus ring (gold-600), one featured-callout border, one data-viz highlight, a single active icon, and the toast action link on navy.
- **Warm slate** neutrals, body text warm-700 `#2D3748`.
- **Hero gradient:** `linear-gradient(162deg, #0B1C33, #0F2440 42%, #16304f)`.

## Typography
Two families only. **Playfair Display** (700/800) for display, headings and the mark. **DM Sans** (400-700) for body, UI, captions, the descriptor. Fluid `clamp()` scale (see tokens.json). Body measure 65-75ch. No ALL-CAPS headlines.

## Voice
Confident without being imposing, rigorous without being cold. Principles: Strategic · Analytical · Advisory.
- **Use:** advise, analysis, strategy, recommendation, due diligence, counsel, jurisdiction.
- **Avoid:** help, review, plan, suggestion, investigation, cheap, simple.
- **Rules:** no em dashes; no AI attribution in public output (no tool or vendor credits), except the AI Disclosure below; never invent pricing, testimonials or track-record stats; fact-check legal/fiscal claims before publishing.

## AI Disclosure (legal notice, MJ 2026-10-31)
**One BMC email signature, in English**, for everyone: Manuel Jiménez, Bárbara Botía, every specialist and every platform automatic email. **Every legal notice goes in English and Spanish**, each English paragraph followed by its Spanish version. It never says which team member is or is not an AI agent. The slogan stays **Counsel that endures.**

The signature's legal block, in this order:
1. Entity statement.
2. Confidential: for the addressee only. If you received it in error, please tell us and delete it. Blue Mountain Asesores, S.L.U. processes your data to manage this exchange; your rights: bbotia@bm.consulting · bm.consulting/en/privacy
   Confidencial: solo para su destinatario. Si lo ha recibido por error, avísenos y bórrelo. Blue Mountain Asesores, S.L.U. trata sus datos para gestionar esta comunicación; sus derechos: bbotia@bm.consulting · bm.consulting/es/privacidad
3. **AI Disclosure. BMC is an AI-native firm: we apply artificial intelligence across all our processes, including but not limited to the processing and preparation of this email.** (bm.consulting/en/privacy-and-ai)
   **Aviso sobre IA. BMC es una firma AI-native: aplicamos inteligencia artificial en todos nuestros procesos, incluidos, entre otros, el tratamiento y la preparación de este correo.** (bm.consulting/es/privacidad-y-ia)
4. Registered office / Domicilio social.

Client portal footer and chat use the portal text, in the portal's language:
- **ES:** Aviso sobre IA. BMC es una firma AI-native: aplicamos inteligencia artificial en todos nuestros procesos, incluidos, entre otros, el tratamiento y la preparación de los contenidos de esta plataforma.
- **EN:** AI Disclosure. BMC is an AI-native firm: we apply artificial intelligence across all our processes, including but not limited to the processing and preparation of the content on this platform.
- **FR:** Information sur l'IA. BMC est un cabinet AI-native : nous appliquons l'intelligence artificielle à l'ensemble de nos processus, y compris, sans s'y limiter, le traitement et la préparation des contenus de cette plateforme.
- **DE:** Hinweis zur KI. BMC ist eine AI-native Beratungsgesellschaft: Wir setzen künstliche Intelligenz in allen unseren Prozessen ein, einschließlich, aber nicht beschränkt auf die Bearbeitung und Erstellung der Inhalte dieser Plattform.

Website (bm.consulting): footer of every page in the page's language, and next to the piece on the BOE hub, the insights and the DGT ruling pages (/es/consultas-vinculantes/[id], /en/tax-rulings/[id], /fr/rescrits-fiscaux/[id], /de/verbindliche-auskuenfte/[id]) and the daily DGT briefs (/es/consultas-vinculantes/analisis/[slug] and its EN/FR/DE routes). On the BOE hub the notice next to the piece is the BoeMasthead seal (Legal text, live since #9097); do not add a second one. A «reviewed by» statement only where a person actually reviewed that piece.
- **EN:** AI Disclosure. BMC is an AI-native firm: we apply artificial intelligence across all our processes, including but not limited to the processing and preparation of the content on this website.
- **ES:** Aviso sobre IA. BMC es una firma AI-native: aplicamos inteligencia artificial en todos nuestros procesos, incluidos, entre otros, el tratamiento y la preparación de los contenidos de este sitio web.
- **FR:** Information sur l'IA. BMC est un cabinet AI-native : nous appliquons l'intelligence artificielle à l'ensemble de nos processus, y compris, sans s'y limiter, le traitement et la préparation des contenus de ce site web.
- **DE:** Hinweis zur KI. BMC ist eine AI-native Beratungsgesellschaft: Wir setzen künstliche Intelligenz in allen unseren Prozessen ein, einschließlich, aber nicht beschränkt auf die Bearbeitung und Erstellung der Inhalte dieser Website.

**Platform automatic emails** end with the same signature as Gmail. A named sender keeps their own; when the platform sends on its own, the area team signs, with no personal name or email: Tax Team, Legal Team, HR Team, Accounting Team, Billing Team, Client Service Team.

## Signature v7 and emails (MJ, 31-10 and 01-11-2026)
- **Signature v7**, one for everyone, in English: mark 22px with navy letters on white and bars as table cells (no background block), name DM Sans 600, role and area, nine site links with trailing slash, offices, legal block (entity and NIF, rights mailbox bbotia@bm.consulting, AI disclosure EN/ES, Registered office / Domicilio social: Avda. Marqués de los Vélez 13, Murcia). Reply variant (name, role, one line, 9px-bar mark) for replies and automatic notices. Loaded by the Gmail API, never pasted; the same HTML signs the platform's emails. Reference: `guidelines/templates/email-signature-v7.html` and `-reply.html`.
- **Automatic emails look like emails written by a person:** no header, boxes, buttons or card; one template for every sender in the contact's language (ES/EN/FR/DE); greeting, one or two paragraphs, facts as «Label: value» lines, one bold navy text link ending in ›, attachment line, sign-off, the area team's reply signature. DM Sans 15/1.55 #2D3748, 560px measure, identical text/plain. Reference: `guidelines/templates/email-plain.html`.

## Social cards
- **Static (`/og/v2/`)**: 1200×630, navy gradient, light lockup at 210px and the section word (DM Sans 600 20px, tracking 0.30em, white 82 %); generated by `scripts/kit/og.py`. `logo.png` 512², `logo-wide.png` 298×94 and `logo-email@2x.png` 440×112 for schema, feeds and the email header.
- **Dynamic (`/api/og`)**: eyebrow in the page's language, Playfair 700 title at 60/50/44px (from 90 and 130 characters), three lines max, block centred; second line DM Sans 26px (BOE id, DGT organism and date); white mark 40px cap height bottom left; `bm.consulting` bottom right. Proper names untranslated.

## The guide (viewable)
`guidelines/brand-book.html`, 19 sections: Foundation, Practices, Mark, Colour, Type, Spacing & Grid, Iconography, Motion, Imagery, Data-viz, Tokens, Components, Voice, Languages, Documents, Stationery & Signatures, Presentations, Legal Lockups, Governance. Plus modular sources in `guidelines/sections/`, marketing templates in `guidelines/templates/`, and draft translations in `guidelines/i18n/`.

## Assets
See `assets.json` for the manifest and `dist/` for generated files (mark light/dark/mono, favicon set, OG, in SVG + PNG at standard sizes). Regenerate with `node brand/scripts/build-brand-assets.mjs`.

## Governance
`tokens.json` is the source of truth. A change there regenerates the CSS, guide, assets and this file in the same PR. Branch + PR, never direct to main. Mark and colour changes: MJ only.