# Theodore Roosevelt Presidential Library — brand guide (full text)

Source: https://github.com/Theodore-Roosevelt-Presidential-Library/Brand
Site: https://brand.labs.trlibrary.com
Generated: 2026-10-27


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# How this guide works

This is the working brand guide for the Theodore Roosevelt Presidential Library.
It is written for staff, agencies, partners and AI tools. Everything here is
plain text so people and machines can both read it.

## Who to ask

Marketing & Communications owns the brand. Staff, agencies and partners go
through their Library contact; if you don't have one, write to
[hello@trlibrary.com](mailto:hello@trlibrary.com). "Ask Marketing &
Communications" anywhere in this guide means that.

## What governs what

| Area | Authority | Where |
|------|-----------|-------|
| Visual identity: logo, marks, color, type, graphic elements | **Brand Style Guide** (v0.1, September 2026) | [trlibrary.com/brand](https://www.trlibrary.com/brand) |
| Tone, terminology, naming, formatting | **Story Guide** (2022) | [trlibrary.com/storyguide](https://www.trlibrary.com/storyguide) |
| Historical fact: dates, names, quotes, image IDs | **Historical accuracy rules** in this guide, checked by [HistorianPanel](https://github.com/Theodore-Roosevelt-Presidential-Library/HistorianPanel) | [Accuracy and approvals](accuracy-and-approvals.md) |
| Everyday editorial decisions | **Editorial style guide** in this repository | [Editorial style guide](editorial-style-guide.md) |

Where this guide and the Brand Style Guide or Story Guide disagree, those
documents win. Flag the conflict so this guide gets corrected (see
[Keeping the guide current](#keeping-the-guide-current)).

Two documented exceptions:

- **"Teddy."** The Story Guide allows it occasionally. Current standard is
  stricter: never in prose. See the editorial style guide.
- **The Story Guide is not a source for historical fact.** It governs how the
  Library tells the story, not what happened. Verify every date, name, quote and
  event independently before publishing.

## The pages

- [Brand foundation](brand-foundation.md): mission, vision, values, pillars, tenets, audiences
- [Voice and tone](voice-and-tone.md): how the Library sounds
- [Editorial style guide](editorial-style-guide.md): word-by-word rules, A to Z, including gratitude
- [Visual identity](visual-identity.md): logo, marks, color, type, graphic elements
- [Imagery and media](imagery-and-media.md): photography, AI imagery limits, and where to find historical images and film of T.R.
- [Theodore Roosevelt essentials](tr-essentials.md): orientation, names and titles, common traps
- [Accuracy and approvals](accuracy-and-approvals.md): the accuracy rule and what needs review
- [Channels](channels.md): web, social, email, press, letters, print and signage

## Keeping the guide current

The guide is maintained in this repository. Anyone can propose a change; a
member of Marketing & Communications approves it.

- **Staff using Claude:** say "add a rule to the style guide" (or "change the
  rule on ..."). The `update-style-guide` skill drafts the change, checks it
  against the rest of the guide, and opens a pull request.
- **Everyone else:** open an issue in this repository describing the rule and
  an example.

Every accepted change is logged in [CHANGELOG.md](../../../CHANGELOG.md).


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# Brand foundation

Source: Brand Style Guide v0.1, Part I ([trlibrary.com/brand](https://www.trlibrary.com/brand)).

## Brand story

The Library is rooted in a place, a person and a purpose. In Medora, the
landscape that shaped Roosevelt becomes the setting for a new kind of
presidential library, one that looks to the past to help people face the future.

It is a **people's library**. Roosevelt is not the destination; he is a guide.
It is a place to learn **with and from** T.R., not only **about** him.

## Mission

> Explore TR's life, legacy, and enduring relevance.

His life becomes a lens for exploring leadership, citizenship and conservation,
and for asking what it means to live with purpose.

*The mission is quoted as written in the Brand Style Guide. In running copy,
apply house style: T.R. with periods.*

## Vision

> Inspire action and fearless participation in the arena.

Move people from reflection to action: off the sidelines and into the arena.

## Values

**Dare Greatly. Think Boldly. Live Passionately. Care Deeply.**

- **Dare Greatly:** the courage to try.
- **Think Boldly:** looking beyond the immediate, imagining what is possible.
- **Live Passionately:** embracing life with energy and purpose.
- **Care Deeply:** taking responsibility for people, places and ideas beyond ourselves.

These are the Library's official Values. **They are not T.R. quotations.** Never
put them in quotation marks or attribute them to him.

## Pillars

- **Leadership:** not holding authority, but stepping forward and taking
  responsibility. The Library does not prescribe a model of leadership; it helps
  participants find their own.
- **Citizenship:** a responsibility, not a title, practiced every day.
- **Conservation:** Roosevelt's conservation legacy, carried forward through
  prairie restoration, sustainable systems and a building designed to work with
  its environment.

Conservation figures (acres, numbers of forests, refuges, monuments) are
historical claims. Source each one before publishing; see
[Accuracy and approvals](accuracy-and-approvals.md).

## Ten storytelling tenets

Not every tenet applies to every story, but consider all of them.

1. **Inspire action in the arena.** Equip people to learn, care, think and act.
   The end of a visit is the beginning of their journey.
2. **The participant is the hero.** Roosevelt is the guide.
3. **Stories come to life.** Beyond "show, don't tell" to "do, don't tell."
4. **Nature is fundamental.** Draw people inside to encourage them to go outside.
5. **Engage head, hands and heart.** Learning, action, and love and loss.
6. **The people's library.** Home to many stories, not one.
7. **Lessons are for today and tomorrow.** Engage the positive and the problematic.
8. **Worthy of its presidential stature.** Engaging, never an amusement park.
9. **Celebrate the old, embrace the new.** New technology alongside analog craft.
10. **Humanize, don't lionize.** Face the contradictions directly. There is no
    "their side" or "our side."

## Audiences

Global and intergenerational, with the local community at the heart of the work.
The Library aims to be part of the fabric of Medora and to support local
businesses and partners.

Key audiences: families and travelers planning trips to Medora; educators and
students; Benefactors and prospective Benefactors; corporate and nonprofit
partners; media; government officials; and the Roosevelt scholarly community.

**"Participant" is intentional.** It describes an active role, not a passive
audience. See the [editorial style guide](editorial-style-guide.md#participants).


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# Voice and tone

**A knowledgeable park ranger who is excited to share what they know, not a
professor behind a podium.** Friendly, welcoming, plainspoken. Intellectually
serious without being inaccessible. Warm tone, serious mission.

The Library's voice does not imitate Roosevelt's. It aims to make people feel
what he made audiences feel: energized, included and ready to act. Before
writing, ask "How do I want the reader to feel?" rather than "What do I want to
say?"

## The voice is

Action-oriented · decisive · open-minded · heartfelt · good-humored · humble ·
optimistic · resilient · accessible · inspiring.

## Principles

- **Lead with story, not institution.** T.R.'s life is dramatic. Start with the
  person, the moment or the place, then give the institutional detail.
- **Be concrete.** Specific, checkable detail that lets people picture
  themselves here. Not "world-class experience" or "transformative journey."
- **Embrace the Badlands.** The landscape, the remoteness and the sense of
  adventure are the Library's greatest storytelling assets.
- **Connect past to present** honestly, through shared values, never through
  current political debates.
- **Respect the weight of the institution.** Conversational, never flippant.
- **Lead with strength.** Never open with a negative. State the good news, then
  acknowledge timing or limits.
- **Keep "we," "our," "I" and "us" to a minimum.** Write about what happened and
  what is there, not about the institution's journey.
- **Shorter is better.** Cut anything that does not earn its place.
- **Make the point. Don't announce it.** Cut throat-clearing: "it is worth
  noting," "it bears mentioning," "to put it plainly," "simply put."

## Practical tips

- Use precise language, the active voice and short sentences.
- Avoid jargon and museum-speak.
- Use inclusive language, accessible to every education level.
- Use stories to make things memorable.
- Fact-check everything. See [Accuracy and approvals](accuracy-and-approvals.md).
- Stay nonpartisan.
- Measure what matters: action consistent with Leadership, Citizenship and
  Conservation, not clicks alone.

## Tone by audience

Stay inside the voice; adjust depth and formality.

| Audience | Adjust toward |
|----------|---------------|
| Families and travelers | Practical, inviting, specific about what to do and how long it takes |
| Educators and students | Clear, structured, curiosity-driven; age-appropriate |
| Benefactors | Composed and personal; gratitude stated plainly and once (see [Gratitude](editorial-style-guide.md#gratitude)) |
| Partners and sponsors | Confident and concise; what the partnership makes possible |
| Media | Factual, quotable, lead with the news |
| Officials | Formal, nonpartisan, shared values |
| Scholars | Precise, sourced, open about uncertainty and debate |
| Executive and institutional letters | Composed and formal, never folksy or familiar |

## Before and after

**Institution-first → story-first**

> ~~The Theodore Roosevelt Presidential Library is proud to offer a world-class
> experience celebrating the legacy of our 26th president.~~
>
> In 1883 a young New Yorker stepped off the train in the Dakota Badlands to
> hunt bison. The Library stands in the same country, and tells what happened
> next.

*Every historical detail in an example like this still goes through the accuracy
check before it is published.*

**Throat-clearing → the point**

> ~~It is worth noting that tickets are timed.~~
>
> Tickets are timed. Choose an entry time when you book.

**Leading with a negative → leading with strength**

> ~~Unfortunately, the Library is a long drive from most airports.~~
>
> The drive is part of the trip: the Library sits in the Badlands, an easy stop
> on the way to Theodore Roosevelt National Park.


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# Editorial style guide

The rules most often needed when writing for the Library. Entries are A to Z.
Each entry gives the rule, then the reason or an example where it helps.

**Rule levels.** **Always** and **Never** are fixed rules. **Prefer** is the
default, and you can depart from it with a reason. Anything not covered here:
follow the [voice](voice-and-tone.md), flag the question to Marketing &
Communications, and propose a rule (see [How this guide works](README.md#keeping-the-guide-current)).

## Quick reference

| Use | Not |
|-----|-----|
| participants | visitors, guests, audience |
| Trustees | board members |
| Benefactors | donors |
| the Library, the Foundation | the library, the foundation |
| T.R. | TR, Teddy |
| buttes | mesas |
| Kettle Hill; the San Juan Heights | San Juan Hill |
| the Boardwalk | the Cultural Loop |
| independently operated | privately funded |
| pursuing (a certification) | certified, achieved (until confirmed) |
| a specific detail | world-class, transformative, unforgettable experience |

---

## A

### Accessibility

**Always** write alt text for every meaningful image. Describe what is shown and
why it matters in context. For historical photographs, the alt text follows the
same accuracy rules as the caption: no date, place or sitter that the holding
institution's record does not support. Captions and transcripts accompany video
and audio.

### AI-generated images

**Never** use AI-generated images of people, of the Library, or of any real,
identifiable building or landmark. See [Imagery and media](imagery-and-media.md#ai-generated-imagery).
**Never** present an AI image as a photograph.

### Ampersand (&)

**Prefer** "and" in running text. Use "&" only in proper names that use it (for
example, a named gallery or partner) and in tight design layouts.

### Attribution

**Always** attribute quotations and historical images. See [Quotations](#quotations)
and [Credits and captions](#credits-and-captions).

## B

### Benefactors

**Always** "Benefactors," capitalized, for people and organizations that give
to the Library. **Never** "donors" in public copy.

> Benefactors made the Library possible.

### The Boardwalk

**Always** "the Boardwalk" for the elevated walkway. **Never** "the Cultural
Loop," the name used in early design documents.

### Buttes

**Always** "buttes" for North Dakota landforms. **Never** "mesas." Proper nouns
keep their names (Mesa Verde).

## C

### Capitalization

- **Always** capitalize **the Library** and **the Foundation** when they refer
  to this institution.
- **Always** capitalize **Trustees** and **Benefactors**.
- **Always** capitalize the four Values when used as the Values: Dare Greatly,
  Think Boldly, Live Passionately, Care Deeply.

### Certifications and sustainability claims

**Always** "pursuing" Living Building Challenge certification (or any other
certification) until certification is formally confirmed. **Never**
"certified," "achieved" or "net-zero building" as a completed fact.
Performance figures (energy, water, carbon) need approval before publishing;
see [Accuracy and approvals](accuracy-and-approvals.md#what-needs-review).

### Counting

**Never** count items when introducing links or lists ("Four pages follow
Alice..."). Give each link a title and a short teaser that invites the reader to
go deeper.

### Credits and captions

- Historical images: caption facts (date, place, people, photographer) must
  match the holding institution's catalog record. Credit the institution as it
  asks to be credited.
- Press photos in social posts: add a credit line (`Photos: Name`).
- Material from the Theodore Roosevelt Association (TRA) is credited to the TRA.
- Captions use Frutiger Next in design (see [Visual identity](visual-identity.md#typography)).

## D

### Dates and seasons

- **Never** put the current or a future year in evergreen visitor copy ("the
  2027 season"). It goes stale. Write seasons as months ("May through
  September").
- Historical dates: month day, year (October 27, 1858). Verify every date.

## E

### Email

- **Always** use "Theodore Roosevelt Presidential Library" as the From name, for
  every email and automation. Not "...Foundation."
- Subject lines: plain and specific. Say what is inside.

### "Experience"

**Never** use "experience" as aspirational filler ("a world-class experience,"
"an unforgettable experience"). Say what people do, see or learn.

## F

### Filler and superlatives

**Never** use unverifiable superlatives (world-class, best, unmatched,
transformative journey). Historical "firsts," "onlys," "youngests" and
"largests" are factual claims: each needs a source, or it is cut.

### First reference

**Prefer** "Theodore Roosevelt" on first reference, then "T.R." or "Roosevelt."
For the period-correct title (Governor, President, Colonel), see
[Names and titles for T.R.](#names-and-titles-for-tr).

### Funding

**Always** "independently operated." **Never** "privately funded."

## G

### Gratitude

Thanks to Benefactors, partners, volunteers and staff should be **plain,
specific and said once.** Gratitude spread through every sentence reads as
insincere, and stacked adjectives say less than one specific fact.

**Always**

- Thank once, near the top or at the close, not in every paragraph.
- Name what the person or organization did and what it makes possible. The
  specific outcome carries the thanks.
- Use the name the Benefactor asked to be recognized by. Confirm it with
  Development before publishing.
- Keep executive and institutional letters composed and formal.

**Never**

- Stack intensifiers: "deeply and sincerely grateful for your incredibly
  generous support."
- Repeat "thank you" in several forms in one short piece.
- Publish a gift amount or donor figure without Development's approval.
- Use folksy or familiar language in letters from leadership.

**Before**

> We are so incredibly grateful and truly humbled by your amazingly generous
> gift. Thank you, thank you, thank you! Your support means the world to us, and
> we couldn't be more thankful to have you on this journey with us.

**After**

> Thank you for your gift to the Library's education fund. It brings school
> groups from across western North Dakota to Medora this spring, many for their
> first visit to a presidential library.

*(Use the real program and outcome. Never invent an impact.)*

**In social posts and public acknowledgments:** one line of thanks, tag the
partner where the platform allows, then the substance.

**In press releases:** thank sponsors and Benefactors in a single sentence or a
standard closing paragraph, not throughout.

## H

### Hashtags

- **#DareGreatly** is evergreen. **#TR250** is the campaign hashtag.
- **#TeddyRoosevelt** is allowed as a hashtag for search discovery. It is the
  only place "Teddy" may appear.
- Verify every handle before tagging.

### Hours

**Never** restate operating hours in other copy. Link to
[trlibrary.com/visit/hours](https://www.trlibrary.com/visit/hours), the one
place hours live. The Library is open **year-round with seasonal hours**;
never describe it as summer-only.

### Hyphenation

**Never** use automatic hyphenation to break words at line ends, in any layout.
Adjust line breaks, tracking or copy instead.

## I

### Indigenous peoples and nations

Use the name each nation uses for itself. Content about Indigenous history,
people or places, including the Mandan, Hidatsa and Arikara (MHA) Nation, is
always reviewed before publishing. See [Accuracy and approvals](accuracy-and-approvals.md#what-needs-review).

## K

### Kettle Hill and the San Juan Heights

**Always** "Kettle Hill" for the Rough Riders' charge and "the San Juan Heights"
for the wider battle. **Never** "San Juan Hill" in prose. It may appear only
inside a proper name or a published title.

## L

### Library, Foundation

- **The Library:** the public-facing name of the institution and the place.
  Use it in nearly all copy.
- **The Foundation:** the Theodore Roosevelt Presidential Library Foundation,
  the organization. Use it for legal, financial and governance contexts.
- The Library is **not** part of the National Archives (NARA) presidential
  library system. Roosevelt's presidency predates that system. Describe this
  neutrally. **Never** say the Library "bypassed" NARA or that NARA
  "constrains" anyone.

### Links

- Link text says where the link goes ("Plan your visit"), never "click here."
- Every public post or email includes a way to visit: trlibrary.com/visit or a
  ticket link. Press-coverage posts are the exception; see [Channels](channels.md#social-media).

## M

### Mesa

See [Buttes](#buttes).

## N

### Names and titles for T.R.

- **Always** "T.R." with periods in prose.
- **Never** "Teddy" in prose, headlines, captions or alt text. Hashtag exception: #TeddyRoosevelt. The common noun "teddy bear"
  is fine when the subject is the toy.
- Use the title correct for the period discussed: **Governor Roosevelt** for his
  governorship of New York, **President Roosevelt** for his presidency, and
  **Colonel Roosevelt** for the years after the presidency (the Story Guide's
  convention). "Theodore" and "T.R." work in any period.

### Nonpartisan

**Always** nonpartisan. Roosevelt's legacy belongs to no party. Ground
contemporary connections in shared values, not current political debates.
**Never** name recent or current political figures in Library copy without
review. See [Accuracy and approvals](accuracy-and-approvals.md#what-needs-review).

### Numbers

Specific figures (attendance, finances, gifts, sustainability performance) need
approval before they appear in writing. See
[Accuracy and approvals](accuracy-and-approvals.md#what-needs-review).

## P

### Participants

**Always** "participants" for people who visit or take part in the Library's
programs. **Never** "visitors," "guests" or "audience" in Library copy.

**Why.** The brand foundation casts people in an active role. Participants step
into the arena; visitors watch from the sidelines.

**Exceptions.** Proper names keep their wording (a park's "Visitor Center"), and
quotations are never changed.

> ~~Guests can explore three galleries.~~
>
> Participants explore three galleries.

The rule is about the noun for people. "Visit" as a verb or a call to action
("Plan your visit," "Visit the Library") is fine.

Where "participants" feels stiff, rewrite around the person: "you," "families,"
"students," "everyone who comes through the doors."

### Present tense

The Library is open. **Never** use pre-opening or future-tense language about
the Library itself ("will open," "will feature").

## Q

### Quotations

T.R.'s words are quoted **verbatim. Always.**

- **Never** paraphrase, modernize, shorten without ellipses, or reconstruct a
  Roosevelt quotation.
- **Always** cite the source (speech, letter or book, with the date). In design,
  historic T.R. quotes carry their location and year.
- **Always** check [Misquotes](https://www.trlibrary.com/tr/quotes/misquotes) and
  [Did TR Really Say That?](https://www.trlibrary.com/tr/fake-quotes) before
  using any quotation.
- If the wording cannot be verified, describe the idea without quotation
  marks, or cut it.
- **Never** use: *"I never would have been President if it had not been for my
  experiences in North Dakota"* or its variants. It is widely repeated, and
  its exact wording has not been verified.
- The four Values are not quotations. See [Brand foundation](brand-foundation.md#values).

Every quotation goes through the accuracy check. See
[Accuracy and approvals](accuracy-and-approvals.md).

## R

### Renderings

**Never** use the Library's architectural renderings. The building is open: use
real photographs.

## S

### San Juan Hill

See [Kettle Hill and the San Juan Heights](#kettle-hill-and-the-san-juan-heights).

### Signatures

The Teddy Regular typeface (from T.R.'s handwriting) is **never** used as, or
presented as, his signature. See [Visual identity](visual-identity.md#typography).

## T

### T.R.

See [Names and titles for T.R.](#names-and-titles-for-tr).

### Throat-clearing

**Never** announce what is about to be said. Cut "it is worth noting," "it
bears mentioning," "to put it plainly," "simply put," "let's be clear." Lead with
the fact.

### Trustees

**Always** "Trustees," capitalized. **Never** "board members."

## V

### Values

See [Brand foundation](brand-foundation.md#values). Not T.R. quotations.

### Visit length

A standard visit is **about three and a half hours**. **Never** suggest a
shorter visit is typical or enough, in copy, itineraries or tools.

## W

### We, our, us

**Prefer** minimal first person in institutional copy. Write about the place,
the story and the participant.

---

## Open questions

These are not yet decided. Until a rule is set, be consistent within a piece and
flag the choice to Marketing & Communications:

- Base style manual for points this guide does not cover (AP or Chicago)
- Serial (Oxford) comma
- Time format (10 a.m. or 10:00 AM)
- Numerals versus words for numbers under ten


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# Visual identity

Source: Brand Style Guide v0.1 ([trlibrary.com/brand](https://www.trlibrary.com/brand)).
The PDF is the authority and is highly visual. This page states every rule that
can be put in words. For how something should *look*, check the PDF.

## Logo

| Version | Use |
|---------|-----|
| **Primary logo (stacked)** | First choice whenever space allows: signage, publications, merchandise, social |
| **Horizontal logo** | Only when the layout makes stacked impractical, or vertical space is needed for photography or messaging: website headers, digital interfaces, sponsorship placements |
| **Boxed lockup** | Secondary. Busy backgrounds, stickers, patches, labels, small standalone graphics. Dark Gray, Dark Forest, Night Sky or White only |
| **Favicon / app icon** | The TR monogram in Dharma Gothic E Bold, all caps, on a solid brand background color |

Marketing & Communications makes the final call between stacked and horizontal.

**Files:** see [`assets/`](../../../assets/README.md). Use only supplied artwork.

### Clear space and minimum size

- Clear space on all sides: the width of **two "T" characters** from "Theodore" in the wordmark.
- Minimum width: **0.85 in** stacked, **1.25 in** horizontal.
- The supplied SVGs have no clear space built in. Add it in your layout.

### Logo color by background

| Background | Logo color |
|------------|------------|
| White | Dark Gray, Dark Forest or Night Sky. Black when appropriate |
| Dark Gray, Dark Forest, Night Sky | White preferred; a grounding or accent color in specific applications, with enough contrast |
| Grounding or accent color | Dark Gray. Black in select applications |
| Photography | Complement the image; keep contrast |

Use the colorway files supplied. **Do not recolor a logo file yourself.**

### Never

Recolor · use multiple colors · distort · rotate · curve · crop · outline ·
reverse · add elements, type or effects · change transparency · remove parts ·
recreate it in another typeface · place it over a complex background · use it
without enough contrast.

### Co-branding

Library logo first, then a thin vertical divider, then the partner logo, unless
the partner is the primary organizer. Divider and partner logo each sit two "T"
widths apart. On dark backgrounds the Library logo and divider reverse to white.
Prefer the stacked logo.

## Supporting marks

- **TR Brand Mark:** TR initials encircled by the institution's name. Social,
  merchandise, seals, stamps.
- **TR Values Mark:** the TR initials ringed by the four Values. Publications,
  environmental graphics, merchandise, apparel.
- **Elkhorn Mark:** drawn from T.R.'s Elkhorn Ranch cattle brand, ringed by the
  Values. Merchandise, environmental and lifestyle uses.

Unlike the logo, marks are **meant to overlap** imagery and large type.

- Minimum size **0.75 in** (measure the visible mark, not the file's bounding box).
- Rotate up to **±25°**. Keep **more than 50%** visible when cropped, with as
  many full words as possible.
- Marks may be recolored in any approved brand color with enough contrast.
  White is decorative only on grounding and accent colors.

## Color

The palette "should behave more like a landscape than a rainbow."

### Background colors (one per composition, plus white)

| Name | Hex | RGB | CMYK | Pantone C (U) |
|------|-----|-----|------|---------------|
| Dark Forest | `#1B4532` | 27, 69, 50 | 100, 35, 73, 51 | 7484C (7484U) |
| Night Sky | `#092A4D` | 9, 42, 77 | 100, 83, 38, 33 | 654C (541U) |
| Dark Gray | `#25282A` | 37, 40, 42 | 74, 65, 62, 67 | 426C (4280U) |
| White | `#FFFFFF` | 255, 255, 255 | 0, 0, 0, 0 | — |

### Grounding colors (support and structure)

| Name | Hex | RGB | CMYK | Pantone C (U) |
|------|-----|-----|------|---------------|
| Sand | `#D1CCBD` | 209, 204, 189 | 14, 12, 18, 2 | 7534C (7534U) |
| Deep Orange | `#E7805D` | 231, 128, 93 | 6, 61, 67, 0 | 4011C (158U) |
| Bright Forest | `#8FC895` | 143, 199, 149 | 46, 2, 53, 0 | 2255C (2255U) |
| Gray Sky | `#99ADC5` | 153, 173, 197 | 38, 20, 11, 0 | 536C (536U) |

### Accent colors (emphasis, sparingly)

| Name | Hex | RGB | CMYK | Pantone C (U) |
|------|-----|-----|------|---------------|
| Sunset Pink | `#F36079` | 243, 96, 121 | 0, 83, 33, 0 | 709C (191U) |
| Sunset Orange | `#FC924E` | 252, 146, 78 | 0, 61, 100, 0 | 2025C (2018U) |
| Sunset Yellow | `#F9D635` | 249, 214, 53 | 0, 16, 93, 0 | 128C (107U) |
| Spring Green | `#87BB41` | 135, 187, 65 | 60, 1, 100, 0 | 368C (2293U) |

Use CMYK for standard print, RGB and hex on screen, Pantone C for spot color,
screen printing and embroidery, and Pantone U only on uncoated stock.

**Sunset Pink is reserved** for the Values and select moments of emphasis.

**Deep Orange means "act."** On screen it marks things people can click. Don't
put it on decorative pills, badges or labels that only look like buttons.

### Principles

1. Start with **one** background color.
2. Build with purpose: a background and one supporting color is usually
   strongest. Add a third only when it helps communication.
3. Grounding colors support; accent colors emphasize.
4. Limit the palette to **two color families**.
5. Favor contrast over quantity.
6. When a photograph is the main visual, treat it as the background color and
   add **one** grounding **or** one accent color.

**Proportions** (across a whole piece or campaign): 75–85% background or white ·
15–25% one supporting color · 5–10% a third color only if needed.

### Approved pairings

- Night Sky + Deep Orange
- Night Sky + Gray Sky
- Dark Forest + Sunset Yellow
- Dark Gray + Gray Sky
- Three colors: Night Sky + Deep Orange + Gray Sky · Dark Forest + Sunset Yellow + Sand

### Never

- Black as a neutral. Use **Dark Gray**. Black only for body copy or when
  production requires it.
- Deep Orange and Sunset Orange in the same composition.
- Two background colors together (Night Sky with Dark Forest).
- Dark Forest with Sunset Pink (fails contrast).
- Four or five colors just because they exist.

### Contrast

Computed from the hex values (WCAG 2.x). **AAA** ≥ 7 · **AA** ≥ 4.5 ·
**AA large** ≥ 3 (18 pt and up, or 14 pt bold) · **Fail** below 3.

<!-- contrast-table:start -->

| Text color | on Dark Forest | on Night Sky | on Dark Gray | on White |
|---|---|---|---|---|
| Dark Forest | — | 1.3 Fail | 1.4 Fail | 10.8 AAA |
| Night Sky | 1.3 Fail | — | 1.0 Fail | 14.5 AAA |
| Dark Gray | 1.4 Fail | 1.0 Fail | — | 14.8 AAA |
| White | 10.8 AAA | 14.5 AAA | 14.8 AAA | — |
| Sand | 6.7 AA | 9.0 AAA | 9.2 AAA | 1.6 Fail |
| Deep Orange | 3.9 AA large | 5.3 AA | 5.4 AA | 2.7 Fail |
| Bright Forest | 5.6 AA | 7.5 AAA | 7.7 AAA | 1.9 Fail |
| Gray Sky | 4.7 AA | 6.3 AA | 6.5 AA | 2.3 Fail |
| Sunset Pink | 3.5 AA large | 4.7 AA | 4.8 AA | 3.1 AA large |
| Sunset Orange | 4.8 AA | 6.5 AA | 6.6 AA | 2.2 Fail |
| Sunset Yellow | 7.6 AAA | 10.1 AAA | 10.4 AAA | 1.4 Fail |
| Spring Green | 4.7 AA | 6.4 AA | 6.5 AA | 2.3 Fail |

<!-- contrast-table:end -->

What this means:

- On white, set text in **Dark Gray, Night Sky or Dark Forest** only. No
  grounding or accent color passes as body text on white.
- Deep Orange on Dark Forest passes for large text only.
- Sunset Yellow and Sand are the most legible accents on dark backgrounds.

Use this table for contrast decisions. It is calculated directly from the hex
values, so it stays exact if a color changes.

## Typography

**Dharma shouts, Clearface speaks, Frutiger whispers.**

| Typeface | Role | Rules |
|----------|------|-------|
| **Dharma Gothic** (E Bold, E ExBold, M Bold) | Headlines, titles, calls to action | ALL CAPS only. Tracking 0 to +30. Leading 80–85%. No italics, never slanted or stretched. Never body copy |
| **ITC Clearface** (Regular, Bold, Heavy, Black) | Body, subheads, pull quotes | Body 9–11 pt. Sentence or title case. Italics for titles, quotations, emphasis |
| **Frutiger Next** (Light, Regular, Medium, Bold + italics) | Captions, credits, citations, labels, footnotes | 10 pt or smaller; 8 pt standard. Leading 125–130% |
| **TRPL Gothic** | Wayfinding, donor recognition, environmental signage headlines only | Custom Dharma variant. All caps, tracking +20 to +30. Match existing signage mechanicals |
| **Teddy Regular** | From T.R.'s handwriting. One or two words, short textural phrases | Marketing & Communications approval required. Custom-track every letter. Never a signature, never body or headlines |

### Fonts and substitutes

The brand font files are in [`assets/fonts/`](../../../assets/fonts/README.md).
**They are licensed commercial fonts. Downloading them from this repository does
not give you a license.** Anyone using them must hold a license for their own
use (or work under the Library's license as a contracted partner, confirmed by
Marketing & Communications). Read the font README before installing.

Only when the brand fonts are unavailable, use the approved substitutes and
**say that you substituted:**

| Brand font | Substitute |
|------------|------------|
| Dharma Gothic | Impact |
| ITC Clearface Regular, Italic, Bold, Bold Italic | Georgia Regular, Italic |
| ITC Clearface Heavy, Heavy Italic | Georgia Bold, Bold Italic |
| Frutiger Next (all weights) | Arial |

For Frutiger Next Bold, check the current Brand Style Guide; until it is
confirmed there, ask Marketing & Communications.

### Typesetting

- **No hyphenation**, anywhere.
- Left aligned, ragged right. Center only short headlines and invitations.
  Never center or right-align body copy. Avoid justified text.
- **No first-line indents.** Space between paragraphs.
- Hang quotation marks outside the text block on pull quotes. Give historic T.R.
  quotes their location and year.
- Avoid widows and orphans, especially single words on the last line of a headline.

## Graphic elements

- **Ephemera:** monochrome cut-outs drawn from T.R.'s journals, letters and
  specimen collecting (leaves, plants, wildlife, objects, documents), with a
  gradient map in one grounding color. Source images at least 3000 px per side.
  They should feel collected, not decorative.
- **Values as texture:** cropped, layered, enlarged or repeated, as a set, in
  Dharma Gothic E Bold (or Teddy Regular with approval).
- **Textures:** sparingly. Layered imagery, ephemera, type and color create most of the depth; when more is needed, architectural textures tied to the Library's physical and historical character, used photographically.
- **Patterns:** special use (retail, apparel) only, drawn from authentic sources
  (T.R.'s cattle brands, North Dakota botanicals, Badlands forms). Never generic
  Western or Americana motifs.
- **Frames and borders:** generally don't. Imagery layers and overlaps.
- **Icons:** support only, at small scale, on the established grid, with a 10 pt stroke.
- **Illustration:** historic, handcrafted, organic (linocut, engraving). Never
  cartoonish, overly modern, or changing the historical character of what it
  shows.


---

<!-- plugins/trpl-brand/guide/imagery-and-media.md -->


# Imagery and media

## Two lanes

- **Contemporary imagery is nature and place:** the Badlands, the Little
  Missouri River, big sky, prairie, wildlife, and the Library itself.
- **Historical imagery is Roosevelt:** his life, his family and his world.

Don't mix the lanes carelessly. When you layer old and new (which the brand
encourages), make the juxtaposition deliberate.

## Photography rules

- **Real photographs only** for the Library, its buildings and its people.
  **Never** use the architectural renderings; the building is open.
- **Start with the Library's own library.** Images in the Library's digital
  asset library (Acquia DAM) are cleared for Library use. Staff and approved
  partners request access through Marketing & Communications.
- **Otherwise use public-domain or properly licensed images**, credited as the
  source asks, and only with a catalog record you can point to (see below).
- **Text over photos:** for legibility, place a Night Sky gradient (solid to
  transparent) behind the text, as in the Library's presentation template.
- When a photo is the main visual, it acts as the background color. Add one
  grounding **or** one accent color, not both. See [Visual identity](visual-identity.md#principles).

## AI-generated imagery

**Allowed only for landscape and wildlife:** Badlands, buttes, prairie, bison,
wild horses, elk, rivers, canyons. Even then, prefer a real photograph.

**Never:**

- People, including T.R., his family or anyone historical.
- The Library, the North Dakota State Capitol, Mount Rushmore, Devils Tower,
  ranch buildings, or **any** identifiable building or structure. Image models
  invent architecture with confidence and get it wrong. Add "no buildings, no
  architecture, no monuments, no structures of any kind" to every prompt.
- Anything presented as a historical photograph or document.
- Illustrations that change the historical character of what they depict.

## Historical images and film of Theodore Roosevelt: where to look

Start with the holding institution. Every caption fact (date, place, people,
photographer) must match the institution's catalog record. A Wikipedia or
Pinterest copy is not a record; use a reverse image search to find the original.

### Photographs, prints and documents

| Source | What is there | Link |
|--------|---------------|------|
| **Library of Congress, Prints & Photographs** | Thousands of T.R. photographs, prints and cartoons; many with no known restrictions (check each record) | [loc.gov/photos](https://www.loc.gov/photos/?q=theodore+roosevelt) |
| **Library of Congress, Theodore Roosevelt Papers** | The largest body of his papers: letters, diaries, speeches | [loc.gov/collections/theodore-roosevelt-papers](https://www.loc.gov/collections/theodore-roosevelt-papers/) |
| **Harvard, Theodore Roosevelt Collection** (Houghton Library) | Thousands of photographs of his public and private life, family and homes; cartoons; ephemera | [library.harvard.edu/collections/theodore-roosevelt-collection](https://library.harvard.edu/collections/theodore-roosevelt-collection) |
| **Theodore Roosevelt Center**, Dickinson State University | Digital Library of digitized T.R. material drawn from many collections, searchable in one place | [theodorerooseveltcenter.org/digital-library](https://www.theodorerooseveltcenter.org/digital-library/) |
| **National Park Service** | Sagamore Hill, Theodore Roosevelt Birthplace and Theodore Roosevelt National Park; much NPS-made imagery is public domain | [nps.gov/sahi](https://www.nps.gov/sahi/) · [nps.gov/thrb](https://www.nps.gov/thrb/) · [nps.gov/thro](https://www.nps.gov/thro/) |
| **National Archives Catalog** | Federal records, executive documents, photographs | [catalog.archives.gov](https://catalog.archives.gov/) |
| **Library of Congress research guide** | A map of T.R. material across the Library of Congress | [guides.loc.gov/theodore-roosevelt](https://guides.loc.gov/theodore-roosevelt) |
| **NYPL Digital Collections** | Prints, photographs, ephemera | [digitalcollections.nypl.org](https://digitalcollections.nypl.org/) |
| **Smithsonian** | Objects, specimens from his expeditions, portraits | [si.edu/collections](https://www.si.edu/collections) |

### Film and sound

| Source | What is there | Link |
|--------|---------------|------|
| **Library of Congress, *Theodore Roosevelt: His Life and Times on Film*** | 104 motion pictures and four sound recordings; most of the films come from the Theodore Roosevelt Association Collection. Read the collection's rights page before use | [loc.gov/collections/theodore-roosevelt-films](https://www.loc.gov/collections/theodore-roosevelt-films/) |
| **Library of Congress, audio** | Sound recordings of Roosevelt's speeches | [loc.gov/audio](https://www.loc.gov/audio/?q=theodore+roosevelt) |
| **Library's film collection** (Acquia DAM) | Clean masters of T.R. films for Library use, without archive title cards | Request through Marketing & Communications |

### Film rules

- Use the highest-resolution copy available.
- **Remove every archive-made title card**, including archive re-creations of
  original titles and cards added at later restoration. Keep only what is
  original to the film.
- Reels that hold several unrelated events are split into separate clips
  (A, B, C in original reel order). Each clip still cites the parent reel.
- Material from the Theodore Roosevelt Association is credited to the TRA.
- Footage from the Spanish-American War era includes staged and re-enacted
  scenes. Check what a film actually shows before captioning it.

### Identifying who and what is in an image

Treat every identification as a claim. Ask HistorianPanel to check the image
and caption before publishing ("Is this caption right?"). It has specialists for
photograph identification, film and cartoons, and period-appropriate visuals.
See [Accuracy and approvals](accuracy-and-approvals.md).

## Credits

- Credit the holding institution as its rights statement asks
  (for example "Library of Congress, Prints & Photographs Division").
- Press photos in social posts carry a credit line: `Photos: Name`.
- Never crop a credit or watermark out of an image you do not have rights to.


---

<!-- plugins/trpl-brand/guide/tr-essentials.md -->


# Theodore Roosevelt essentials

Orientation for writers and designers new to the subject. **This page is a
starting point, not a source.** Every historical claim in published work is
checked independently; see [Accuracy and approvals](accuracy-and-approvals.md).

## Anchor facts

| Starting point (verify before use) | Check it at |
|------|-------------|
| Born October 27, 1858, in New York City | [NPS: Theodore Roosevelt Birthplace](https://www.nps.gov/thrb/) |
| First came to the Dakota Badlands in September 1883, to hunt bison; later ranched at the Maltese Cross and Elkhorn ranches | [NPS: Roosevelt and conservation](https://www.nps.gov/thro/learn/historyculture/theodore-roosevelt-and-conservation.htm) · [NPS: Roosevelt the rancher](https://www.nps.gov/thro/learn/historyculture/theodore-roosevelt-the-rancher.htm) |
| 26th President of the United States, 1901–1909 | [White House Historical Association](https://www.whitehousehistory.org/bios/theodore-roosevelt) |
| Nobel Peace Prize, 1906 | [NobelPrize.org](https://www.nobelprize.org/prizes/peace/1906/roosevelt/facts/) |
| Died January 6, 1919, at Sagamore Hill, Oyster Bay, New York | [NPS: Sagamore Hill](https://www.nps.gov/sahi/) |

## Names and titles

- **T.R.** (with periods) or **Theodore Roosevelt**. Never "Teddy" in prose.
- Period-correct titles: **Governor Roosevelt** (New York), **President
  Roosevelt**, and **Colonel Roosevelt** after the presidency, following the
  Story Guide's conventions.

## Why the Badlands matter to the Library

The Library stands in the country where Roosevelt ranched in the 1880s. The
Badlands years are central to the Library's story: grief, hard work, the
landscape, and the beginnings of his conservation thinking. Tell that story
through verified detail, not legend. Many Badlands anecdotes come from later
reminiscences; HistorianPanel has specialists who judge how reliable each one is.

## The pillars in his life

- **Leadership:** stepping forward and taking responsibility.
- **Citizenship:** his call to be "in the arena." (Quote it only from a verified
  text, with its source; see [Quotations](editorial-style-guide.md#quotations).)
- **Conservation:** national forests, parks, monuments, bird and game
  reservations. Every number and designation is a sourced claim.

## The hard chapters

The Library's tenet is **humanize, don't lionize.** Roosevelt's record includes
race and civil rights, Indigenous peoples and land, empire and war, immigration,
and eugenics-era views. Do not avoid these subjects, and do not take sides in
present-day politics about them.

- Describe what happened and what he said, accurately and with sources.
- Present real scholarly disagreement as disagreement.
- Content about Indigenous peoples is always reviewed before publishing.

## Traps that catch new writers

| Trap | Instead |
|------|---------|
| "Teddy" | T.R. |
| "San Juan Hill" | Kettle Hill; the San Juan Heights |
| "mesa" | butte |
| A great quote from a website or a meme | Check the [misquotes pages](https://www.trlibrary.com/tr/quotes/misquotes) and verify the exact wording at its source |
| The "never would have been President without North Dakota" line | Don't use it (wording unverified) |
| Offices, ranks and careers of his children and grandchildren | Verify each one; family members are often credited with offices they never held |
| "Before him" / "succeeded him" sequences | Verify the sequence; it is easy to skip an officeholder |
| Generations in the family tree (great-grandson versus great-great-grandson) | Verify the chain one generation at a time |
| Photo captions copied from the web | Match the holding institution's catalog record |
| "First," "only," "youngest" | Source it or cut it |
| Conservation acreage and counts | Source each figure; totals vary by how they are counted |

## Where to learn more

- [trlibrary.com/tr](https://www.trlibrary.com/tr): the Library's pages on his life (good reading; not a citable source for Library copy)
- [Theodore Roosevelt Center Digital Library](https://www.theodorerooseveltcenter.org/digital-library/): primary sources from many collections
- [Library of Congress: Theodore Roosevelt Papers](https://www.loc.gov/collections/theodore-roosevelt-papers/)
- [Library of Congress research guide](https://guides.loc.gov/theodore-roosevelt)
- [Theodore Roosevelt Association](https://www.theodoreroosevelt.org/)
- [National Park Service sites](https://www.nps.gov/thro/)

For any specific question ("When did T.R. first come to Dakota?"), ask
HistorianPanel. It answers with sources.


---

<!-- plugins/trpl-brand/guide/accuracy-and-approvals.md -->


# Accuracy and approvals

## The accuracy rule

**Nothing historical carries the Library's name until every claim in it has two
independent sources.** As a presidential library, the Library's credibility
depends on getting the facts right, and a misattributed quote is the most likely
way to embarrass it in public.

This applies to everyone (staff, agencies, partners and AI tools) and to every
channel: web pages, captions and alt text, social posts, newsletters, press
releases, decks, scripts and narration, exhibit text, quizzes, grant and donor
materials, merchandise and datasets.

**A claim** is anything a reader could check: a quote; a date, number, name or
place; an office held; a sequence ("before," "succeeded"); a superlative
("first," "only"); who is in a picture, and when and where it was taken; an
anecdote told as fact.

### What counts as a source

- At least one should be **primary** (the T.R. Papers, Library of Congress,
  Houghton Library, NPS, the Congressional Record, period newspapers) or an
  **authoritative reference** (the Biographical Directory of the U.S. Congress,
  White House or National Archives lists, the Theodore Roosevelt Center, a
  standard scholarly biography).
- The two sources must be **independent**: two websites repeating the same
  article count as one.

### What never counts as a source

- Any AI output, including Claude, ChatGPT or the Library's own AI assistants
- trlibrary.com itself, and tools the Library built
- The Story Guide (it governs tone, not fact)
- Wikipedia on its own

### Quotes and images

- Quotes must match a verified source word for word. Check the
  [misquotes](https://www.trlibrary.com/tr/quotes/misquotes) and
  [Did TR Really Say That?](https://www.trlibrary.com/tr/fake-quotes) pages first.
- Image captions must match the holding institution's catalog record. No record
  means no specific date or list of people in the caption.
- When reputable sources disagree, say so, or use the narrower claim. Never pick
  one silently.

## How to check: HistorianPanel

[HistorianPanel](https://github.com/Theodore-Roosevelt-Presidential-Library/HistorianPanel)
is the Library's panel of AI accuracy specialists. It breaks copy into claims,
checks each against two independent sources, re-checks blind, and marks each
claim keep, fix, hedge or cut, with sources. It finds sources; it is never a
source.

Installing this brand kit offers to install HistorianPanel too. Then ask, in
plain words: "Is this caption right?", "Check this page for accuracy," "When did
T.R. first come to Dakota?"

**Accuracy and brand are separate checks.** HistorianPanel checks whether
something is true. This kit checks whether it sounds, reads and looks like the
Library. Most pieces need both.

## What needs review

All external work for the Library goes through **Marketing & Communications**,
which routes it to the right reviewers. Allow extra time when a piece:

| Contains | Reviewed by |
|----------|-------------|
| Historical claims, quotes, artifact or image identifications | Curatorial |
| References to a sitting or former President, or presidential visits | Leadership and counsel |
| Elected officials, policy or anything politically adjacent | Leadership and external communications counsel |
| Sustainability or Living Building Challenge performance figures | The Library's sustainability lead and consultants |
| Financial figures, gift amounts, Benefactor names | Development |
| Indigenous history, people, places or nations, including the MHA Nation | The Library's designated reviewers, with tribal partners |
| Attendance or visitation figures | Marketing & Communications (use total tickets sold, never partial counts) |

Specific figures belong in conversation more than in documents that can
circulate. When in doubt, leave a number out and ask.


---

<!-- plugins/trpl-brand/guide/channels.md -->


# Channels

The [voice](voice-and-tone.md) and the [editorial style guide](editorial-style-guide.md)
apply everywhere. These are the extra rules for each channel.

## Website (trlibrary.com)

- **Every page has an SEO title, a meta description and an Open Graph image**
  (a real photograph, with alt text).
- **Hours live only at** [/visit/hours](https://www.trlibrary.com/visit/hours). Link; don't restate.
- No current or future years in evergreen visitor copy. Write seasons as months.
- A visit is about three and a half hours. Never suggest less is typical.
- Introduce links with a title and a short teaser for each, not a count.
- Write for AI search as well as people: answer the question in the first
  sentence, use specific names and places, and keep facts consistent with the
  rest of the site.

## Social media

- **Every post carries a way to visit** (trlibrary.com/visit or a ticket link),
  except press-coverage posts.
- Long-form set: Facebook, Instagram, LinkedIn, X. Short-form (under 300
  characters): Threads, Bluesky.
- **Hashtags:** #DareGreatly (evergreen), #TR250 (campaign). #TeddyRoosevelt is
  allowed as a hashtag only.
- Verify every handle before tagging.
- **Press-coverage posts:**
  - Tag the outlet and author wherever the platform allows.
  - Link **only** to the article. A second link breaks automatic article previews.
  - Instagram: include the article link in the caption, and use the article's
    photos with a credit line (`Photos: Name`).
  - Threads doesn't pull preview images; attach the photo.
- On This Day (#OTD) posts follow the accuracy rule like everything else.

## Email

- From name: **Theodore Roosevelt Presidential Library**, always.
- One primary call to action.
- Plain, specific subject lines.

## Press

- Lead with the news. Put the most important fact first.
- Never lead with a negative.
- Thank sponsors and Benefactors once, in a sentence or a standard paragraph.
- Quotes from Library leadership are approved by the person quoted.
- See [Accuracy and approvals](accuracy-and-approvals.md#what-needs-review)
  for what needs review.

## Letters from leadership

- Composed and formal; never folksy or familiar.
- Gratitude said once, plainly and specifically. See [Gratitude](editorial-style-guide.md#gratitude).
- Direct and factual about vision. Skip flowery language.

## Presentations

- Start from the Library's master presentation template in Canva (request
  access from Marketing & Communications).
- Covers use the real logo.
- Real photographs, not renderings. For text over photos, use a Night Sky
  gradient behind the text.

## Design work

- Build Library designs in **Canva** with the Library's brand kit (fonts and
  colors), unless Marketing & Communications agrees otherwise.
- Use real photographs from the Library's asset library. See [Imagery and media](imagery-and-media.md).
- Follow [Visual identity](visual-identity.md) for logo, color and type.

## Print, merchandise and signage

- Use Pantone C values for spot color and embroidery, Pantone U on uncoated stock.
- Wayfinding, donor recognition and environmental signage use **TRPL Gothic**,
  matched to existing signage mechanicals. Signage is coordinated through
  Marketing & Communications, which supplies the typeface and mechanicals.
- Patterns are for retail and apparel only, and drawn from authentic sources.


---

<!-- assets/fonts/README.md -->

# Brand fonts

> **These are licensed commercial fonts. Downloading them from this repository
> does not give you a license to use them.**
>
> The Theodore Roosevelt Presidential Library holds licenses for its own use.
> Anyone else (agencies, partners, freelancers, vendors) must either buy their
> own license from the foundry, or confirm in writing with the Library's
> Marketing & Communications team that their work for the Library is covered.
> Each font's license terms, embedded in the font files, govern. If you are
> unsure, ask before installing.

| Family | Use | Files | Foundry / license |
|--------|-----|-------|-------------------|
| **Dharma Gothic** (E Bold, E ExBold, M Bold, M ExBold) | Headlines, titles, calls to action. ALL CAPS only | `desktop/dharma-gothic/` · `web/DharmaGothic*.woff2` | Dharma Type ([MyFonts](https://www.myfonts.com/fonts/flat-it/dharma-gothic/)) |
| **ITC Clearface** (Regular, Italic, Bold, Heavy, Black + italics) | Body copy, subheads, pull quotes | `desktop/itc-clearface/` | Monotype / ITC |
| **Frutiger Next** (Light, Regular, Italic, Bold + italics) | Captions, credits, labels, footnotes | `desktop/frutiger-next/` · `web/FrutigerNextCom-*.woff2` | Linotype / Monotype |
| **Teddy Regular** | From T.R.'s handwriting. One or two words at a time | `desktop/teddy/` | Custom face. **Use requires Marketing & Communications approval in every case** |

**Not here:** TRPL Gothic, the custom signage face, and Frutiger Next Medium.
Marketing & Communications supplies them for signage work.

## Desktop fonts (`desktop/`)

For design and office apps. Install the `.otf` files. In Canva, use the
Library's brand kit, which already carries these fonts, rather than uploading
them to a personal account.

## Web fonts (`web/`)

Licensed for the Library's own websites, including sites agencies build for the
Library. Do not use them on other organizations' sites or in apps. [`fonts.css`](web/fonts.css) has the `@font-face` rules and the
approved fallbacks:

```html
<link rel="stylesheet" href="https://brand.labs.trlibrary.com/assets/fonts/web/fonts.css">
```

```css
h1 { font-family: var(--trpl-font-display); text-transform: uppercase; }
body { font-family: var(--trpl-font-body); }
figcaption { font-family: var(--trpl-font-caption); }
```

ITC Clearface has no web license in this kit, so Georgia is the standard web
body face. It needs no substitution note.

## When you can't use the brand fonts

Use the approved substitutes and say that you substituted them:

| Brand font | Substitute |
|------------|------------|
| Dharma Gothic | Impact |
| ITC Clearface | Georgia |
| Frutiger Next | Arial |


---

## Design tokens (tokens.json)

```json
{
  "$description": "Theodore Roosevelt Presidential Library design tokens (W3C Design Tokens format). Source: Brand Style Guide v0.1. Do not edit generated files; edit this one.",
  "color": {
    "background": {
      "$type": "color",
      "dark-forest": {
        "$value": "#1B4532",
        "$description": "Dark Forest",
        "$extensions": {
          "org.trlibrary": {
            "name": "Dark Forest",
            "cmyk": "100,35,73,51",
            "pantoneCoated": "7484C",
            "pantoneUncoated": "7484U",
            "role": "background"
          }
        }
      },
      "night-sky": {
        "$value": "#092A4D",
        "$description": "Night Sky",
        "$extensions": {
          "org.trlibrary": {
            "name": "Night Sky",
            "cmyk": "100,83,38,33",
            "pantoneCoated": "654C",
            "pantoneUncoated": "541U",
            "role": "background"
          }
        }
      },
      "dark-gray": {
        "$value": "#25282A",
        "$description": "Dark Gray. The primary neutral. Use instead of black.",
        "$extensions": {
          "org.trlibrary": {
            "name": "Dark Gray",
            "cmyk": "74,65,62,67",
            "pantoneCoated": "426C",
            "pantoneUncoated": "4280U",
            "role": "background"
          }
        }
      },
      "white": {
        "$value": "#FFFFFF",
        "$description": "White",
        "$extensions": {
          "org.trlibrary": {
            "name": "White",
            "cmyk": "0,0,0,0",
            "pantoneCoated": null,
            "pantoneUncoated": null,
            "role": "background"
          }
        }
      }
    },
    "grounding": {
      "$type": "color",
      "sand": {
        "$value": "#D1CCBD",
        "$description": "Sand",
        "$extensions": {
          "org.trlibrary": {
            "name": "Sand",
            "cmyk": "14,12,18,2",
            "pantoneCoated": "7534C",
            "pantoneUncoated": "7534U",
            "role": "grounding"
          }
        }
      },
      "deep-orange": {
        "$value": "#E7805D",
        "$description": "Deep Orange. The action color: on screen, use it for things people can click. Never pair with Sunset Orange.",
        "$extensions": {
          "org.trlibrary": {
            "name": "Deep Orange",
            "cmyk": "6,61,67,0",
            "pantoneCoated": "4011C",
            "pantoneUncoated": "158U",
            "role": "grounding"
          }
        }
      },
      "bright-forest": {
        "$value": "#8FC895",
        "$description": "Bright Forest",
        "$extensions": {
          "org.trlibrary": {
            "name": "Bright Forest",
            "cmyk": "46,2,53,0",
            "pantoneCoated": "2255C",
            "pantoneUncoated": "2255U",
            "role": "grounding"
          }
        }
      },
      "gray-sky": {
        "$value": "#99ADC5",
        "$description": "Gray Sky",
        "$extensions": {
          "org.trlibrary": {
            "name": "Gray Sky",
            "cmyk": "38,20,11,0",
            "pantoneCoated": "536C",
            "pantoneUncoated": "536U",
            "role": "grounding"
          }
        }
      }
    },
    "accent": {
      "$type": "color",
      "sunset-pink": {
        "$value": "#F36079",
        "$description": "Sunset Pink. Reserved for the Values and select moments of emphasis.",
        "$extensions": {
          "org.trlibrary": {
            "name": "Sunset Pink",
            "cmyk": "0,83,33,0",
            "pantoneCoated": "709C",
            "pantoneUncoated": "191U",
            "role": "accent"
          }
        }
      },
      "sunset-orange": {
        "$value": "#FC924E",
        "$description": "Sunset Orange. Never pair with Deep Orange.",
        "$extensions": {
          "org.trlibrary": {
            "name": "Sunset Orange",
            "cmyk": "0,61,100,0",
            "pantoneCoated": "2025C",
            "pantoneUncoated": "2018U",
            "role": "accent"
          }
        }
      },
      "sunset-yellow": {
        "$value": "#F9D635",
        "$description": "Sunset Yellow",
        "$extensions": {
          "org.trlibrary": {
            "name": "Sunset Yellow",
            "cmyk": "0,16,93,0",
            "pantoneCoated": "128C",
            "pantoneUncoated": "107U",
            "role": "accent"
          }
        }
      },
      "spring-green": {
        "$value": "#87BB41",
        "$description": "Spring Green",
        "$extensions": {
          "org.trlibrary": {
            "name": "Spring Green",
            "cmyk": "60,1,100,0",
            "pantoneCoated": "368C",
            "pantoneUncoated": "2293U",
            "role": "accent"
          }
        }
      }
    }
  },
  "font": {
    "$type": "fontFamily",
    "display": {
      "$value": [
        "Dharma Gothic E",
        "Impact",
        "Arial Narrow",
        "sans-serif"
      ],
      "$description": "Headlines, titles, calls to action. ALL CAPS only. Tracking 0 to +30; leading 80-85%."
    },
    "body": {
      "$value": [
        "ITC Clearface",
        "Georgia",
        "Times New Roman",
        "serif"
      ],
      "$description": "Body copy (9-11 pt), subheads, pull quotes."
    },
    "caption": {
      "$value": [
        "Frutiger Next",
        "Arial",
        "Helvetica",
        "sans-serif"
      ],
      "$description": "Captions, credits, labels, footnotes. 10 pt or smaller; 8 pt standard; leading 125-130%."
    },
    "handwriting": {
      "$value": [
        "Teddy Regular"
      ],
      "$description": "From T.R.'s handwriting. One or two words. Marketing & Communications approval required. Never a signature."
    }
  },
  "pairing": {
    "$description": "Approved color pairings (background first).",
    "two-color": {
      "$value": [
        [
          "night-sky",
          "deep-orange"
        ],
        [
          "night-sky",
          "gray-sky"
        ],
        [
          "dark-forest",
          "sunset-yellow"
        ],
        [
          "dark-gray",
          "gray-sky"
        ]
      ],
      "$type": "other"
    },
    "three-color": {
      "$value": [
        [
          "night-sky",
          "deep-orange",
          "gray-sky"
        ],
        [
          "dark-forest",
          "sunset-yellow",
          "sand"
        ]
      ],
      "$type": "other"
    },
    "never": {
      "$value": [
        [
          "deep-orange",
          "sunset-orange"
        ],
        [
          "night-sky",
          "dark-forest"
        ],
        [
          "dark-forest",
          "sunset-pink"
        ]
      ],
      "$type": "other"
    }
  }
}
```