Brand guidelines
Brand Protection Tools, on one page
Positioning
Self-serve brand protection for small consumer brands: we find copies of your products and photos on the big marketplaces, you confirm the real ones, and we prepare the takedown notice with the evidence attached.
- Who it's for
- Small consumer brands, roughly $500k to $20M in revenue, selling on Shopify and the big marketplaces, who own their product photos.
- The feeling, in one line
- Relief: someone finally explained it, showed the price, and left the final click to me.
The name
Brand Protection Tools says what it is. A brand owner who has just found a copy of their product searches for exactly these words, and we'd rather match them than make them learn a made-up one.
The trade-off is that the phrase is generic, so the name always appears in full, with capitals, and is tied to one company record and one website: brandprotectiontools.com. Never shorten it to initials.
Taglines
Find the copies of your products. Confirm the real ones. Get them taken down.
Approved alternates
- Brand protection for small brands, with the price on the page.
- You confirm every takedown. Nothing is filed without your click.
Logo
- The mark is a shield with a search lens: we look, you decide.
- Clear space on every side equals half the mark's height. Smallest size: 16px for the mark, 120px wide for the full lockup.
- On light backgrounds use the light lockup; on dark ones use the dark lockup. Nothing else.
Colour
| Token | Light | Dark | Role |
|---|---|---|---|
| background | #ffffff | #0b1220 | Page background |
| surface | #ffffff | #111a2c | Cards, banners, the header |
| surfaceAlt | #f4f6fa | #16213a | Alternate bands, table stripes, code and notice blocks |
| foreground | #14213d | #e8edf5 | Headings and body text (ink) |
| muted | #4a5568 | #a3b0c4 | Secondary text, captions, help text |
| border | #dfe4ec | #24314b | Dividers, card and input borders |
| accent | #1d4ed8 | #7aa2ff | Links, primary buttons, step numbers |
| accentStrong | #1e3a8a | #a9c2ff | Button hover, emphasis on accent |
| accentSoft | #e8eefc | #1a2848 | Highlighted rows and callout backgrounds |
| onAccent | #ffffff | #0b1220 | Text on accent buttons |
| confirm | #15803d | #4ade80 | Confirmed copies, removed listings, success |
| warn | #b45309 | #fbbf24 | Needs review, counter-notice received |
| danger | #b91c1c | #f87171 | Came back, errors, destructive actions |
Blues carry the brand. Green, amber and red are status colours only: confirmed, needs review, came back. They never decorate.
Typography
display
Geist
Weights 600, 700
Headings, the wordmark, prices
body
Geist
Weights 400, 500, 600
Body text, forms, navigation
mono
Geist Mono
Weights 400, 500
Notice text, listing IDs, seller IDs, evidence hashes
Voice and tone
We sound like a calm, experienced friend who has filed a lot of these. Direct, a little dry, never alarmed. US English. Contractions. No em dashes.
Your click decides
Software finds and sorts. Only the brand owner confirms a copy, and nothing is filed without that click. We say this often because it's the thing people worry about most.
The price is on the page
Every plan, every limit, in dollars. If a page talks about cost, it shows the number.
Evidence you can file
We talk about what a platform will accept: the listing, the seller, the screenshot, the date. Not about threats, risk scores or dashboards for their own sake.
Plain English
Short sentences, real verbs, words an owner uses. Legal terms get explained the first time they appear.
Do and don't
Do
- Lead with what the owner gets: found, confirmed, taken down.
- Show the price wherever cost comes up.
- Say "you confirm" and mean it. The product never confirms on its own.
- Use US English and figures for numbers above nine: 50 products, $99, 3 days.
- Cite a source next to any number that isn't ours. Mark our own numbers as ours.
- Use the full name, Brand Protection Tools, in titles and the first mention on a page.
Don't
- No customer logos, testimonials or counts until real customers say yes to them.
- No promises about removal times or success rates we haven't measured.
- No fear-led openings. No stock photos of hooded hackers or padlocks.
- No em dashes, no smart quotes, no stock filler words that make copy sound machine-made.
- Don't call it legal advice, and don't call us lawyers. It's software.
- Don't abbreviate the name to initials in public copy.
- Don't recolour, stretch, outline or rotate the mark.
Imagery and icons
- Show the work: a listing next to the original, a seller grouped with their listings, a notice ready to file.
- Real product screenshots only. Any example data on screen is labelled as an example.
- Icons are simple line icons at a 1.5px to 2px stroke in ink or accent. No 3D, no gradients.
- Charts follow the house rules: a title that says what it shows, units, a legend when colour means something, and the data beside it.