# Cranky Old Bastard Motorsport brand guide

Version 1.0, 2026  
Mu Works LLC, New Albany, Indiana

## Brand architecture

- **Product:** Cranky Old Bastard Motorsport owns the customer-facing identity.
- **Technology:** Mu Works Optimization Engine explains the deterministic suggestion system in supporting copy.
- **Maker:** Built by mu works is the quiet family endorsement for footers, legal pages, press, and company contexts.

Approved family line: **Powered by the Mu Works Optimization Engine.**

## Logo

The heavy C is the product initial. The signal-orange arrow is the next move. Keep the two shapes locked together.

- Mark clear space: at least 25% of the mark diameter on all sides.
- Lockup clear space: at least one mark radius around the full lockup.
- Minimum mark: 24 px digital or 8 mm print.
- Minimum full lockup: 152 px digital or 32 mm print.
- Minimum compact lockup: 112 px digital or 24 mm print.
- Minimum crew chief mascot: 160 px wide. Below that, use the mark.
- Do not stretch, rotate, recolor, mute the orange arrow, add effects, or separate the arrow from the C.
- Use `COBMS` as the short product name. Never shorten the name to `COB` alone.

## Color

| Token | Hex | Role |
| --- | --- | --- |
| Ink | `#0A0A0A` | Primary field, mark, display type, high-contrast controls |
| Paper | `#F4F4F2` | Light surface and reversed type |
| Signal | `#ED5B2A` | Action, selected state, warning, and mark arrow |
| Asphalt | `#20201E` | Raised dark panels and secondary fields |
| Steel | `#767674` | Rules, diagrams, and non-text data marks |
| Fog | `#DEDEDC` | Hairlines, dividers, disabled controls |

Signal is a spot color. Use one clear orange focal point per composition. Do not use it for small body text on paper.

Steel does not meet normal-text contrast on Ink or Paper. For small labels and metadata, use Ink at 65% or stronger on Paper, and Paper at 60% or stronger on Ink.

## Character

The crew chief is a supporting character, not the primary mark. Use `cobms-crew-chief-mascot.svg` for campaigns, onboarding, editorial moments, and empty states. Do not use it as a substitute for the mark or repeat the character voice on every surface.

## Typography

- **IBM Plex Sans Condensed Bold 700:** uppercase display headlines, tight tracking, short statements.
- **IBM Plex Sans 400 to 700:** body, navigation, controls, and forms.
- **IBM Plex Mono 400 to 600:** labels, values, IDs, measurements, and specifications.

## Voice

- Cranky, not cruel.
- Specific, not mysterious.
- Conservative, not timid.
- Fast to use, not rushed.

Put the recommendation first. Every suggestion must include the change, why, expected effect, and exact undo.

Use: `Do this`, `Here's why`, `Expect`, `Undo`, `Paddock note`, and `Usually right`.

Avoid: `AI-powered race engineer`, `guaranteed faster`, `perfect setup`, insults, decorative profanity, or copy that makes safety sound optional.

## Implementation

Inside the COBMS app, use the shared `BrandLockup`, `CobmsMark`, and `MuWorksEndorsement` components. Do not paste duplicate SVGs into feature code.

The SVG lockups are editable live-text sources, not font-independent production artwork. Install IBM Plex Sans Condensed and IBM Plex Mono before opening them, then convert the wordmark text to paths before a production handoff. The mark, app icon, and crew chief mascot SVGs are self-contained.