# ENTIA Branding Guide

Canonical guide for any creative or product surface that carries the ENTIA brand. Aligned with `CLAUDE.md` sections 7, 8, 11, and 15 (regla absoluta).

## Identity

| Field | Value |
|---|---|
| Legal name | **PrecisionAI Marketing OÜ** |
| Commercial brand | **Entia** (display: `ENTIA` in headings, `Entia` in prose) |
| Founded | 2024 |
| Founder / CEO | Fernando Vilches |
| Country | Estonia |
| Registered address | Lootsa tn 5, Tallinn 11415, Estonia |
| EU VAT | EE102780516 |
| DUNS | 565868914 |
| Primary domain | entia.systems |
| Secondary domains | dahe.store · mcp.entia.systems · api.entia.systems |
| Tax / e-Residency | Estonia e-Residency, EU Trust List participant via SK ID Solutions (eIDAS) |

Use the **legal name** in: contracts, invoices, GDPR / DPA documents, JSON-LD `Organization.legalName`, website footer fine print.
Use the **brand name** in: headlines, product copy, navigation, emails, social, anywhere conversational.

The wordmark is `ENTIA` with `IA` colored brand-blue when on dark backgrounds, to highlight the AI suffix.

## Brand promise (one-liner)

> **ENTIA defines what AI can trust — and therefore what it can recommend.**

Category line: *Eligibility is the new visibility.*

## Tone

**Infrastructure tone, not kiosko.** ENTIA speaks like AWS, Stripe, Cloudflare — calm, technical, evidence-led. Not like a consumer SaaS pitch.

| Do | Don't |
|---|---|
| Use plain numbers (`52M`, `99.5%`, `3.7s`) | Use vague intensifiers ("massive", "incredible", "amazing") |
| Cite the source (BORME, VIES, GLEIF) inline | Hide where data comes from |
| Lead with the verb ("Verify", "Search", "Connect") | Lead with the brand ("ENTIA helps you...") |
| Write short, declarative sentences | Stack adjectives |
| Use English by default for international surfaces, Spanish for ES-only landings | Mix languages mid-page |
| Quote the exact tool / endpoint / response shape | Hand-wave with "powerful AI" |

## Cero emojis

Per memory rule (`feedback_no_emojis.md`): **no emojis** anywhere — code, landings, emails, templates, instructions, nudges, internal docs. Including no theatrical signatures like "Fer Vilches (CEO) 🚀".

## Cero fabricación

Per `D11` (immutable): never display data that does not exist in BQ / a verified source. NULL fields must be omitted, never filled with defaults. An empty space is honest. An invented stat destroys all of ENTIA's value.

## Visual identity

| Element | Spec |
|---|---|
| Primary color | `#3B82F6` (Tailwind blue-500). One brand color only. |
| Background | `#010409` page base, `#08081A` surface, `#0d1117` cards, `#161b22` code |
| Text | `#FFFFFF` h1/h2, `#F0F0F8` h3, `#c9d1d9` body, `#8b949e` muted, `#A0A0C0` labels |
| Status | `#22C55E` success, `#FBBF24` warning, `#EF4444` error |
| Type primary | Inter (Google Fonts), weights 300-900 |
| Type mono | JetBrains Mono, weights 400-500 |
| Borders | `rgba(255,255,255,.08)` default, `rgba(59,130,246,.30)` blue active |
| Border radius | 5 px CTA, 10 px code, 16 px cards, 18 px plan tiers, 50% step circles |
| Wordmark | `ENT` white + `IA` blue, weight 800, `letter-spacing:.06em` |
| Brand mark | Inline SVG `>>|` (two chevrons + bar). See `01_LOGOS/USAGE.md`. |

The brand is **dark-first**. There is no light theme.

## Voice samples

| Surface | OK | Not OK |
|---|---|---|
| Hero | "Connect ENTIA to your AI in 60 seconds." | "Unleash the power of verified data!" |
| Stat | "52M+ verified records · 34 countries" | "Tons of data from everywhere" |
| CTA | "Launch Score →" / "Buy Now" / "Verify a Company" | "Get Started Free!" / "Try Now Limited Time" |
| Error | "Entity not found. Try a CIF, EU VAT, LEI, or company name." | "Oops! Something went wrong 😢" |
| Trust line | "EU-registered. eIDAS-aligned. Audit trail in `fact_audits_v2`." | "Trusted by thousands of businesses" |

## Pricing tiers (current, source: `core/mcp/plans.py`)

ENTIA does NOT discount. Brand prefers premium positioning over accessible pricing. Source-of-truth ladder:

| Tier | EUR / month | Limit |
|---|---|---|
| TRACE | 0 | 5 / day |
| SIGNAL | 7.99 | 500 / mo |
| BUILD | 39 | 2,500 / mo |
| INTEGRATE | 149 | 10,000 / mo |
| OPERATE | 799 | 100,000 / mo |
| SCALE | 2,500 | 500,000 / mo |
| ENTERPRISE | Custom | Unlimited |

Note: as of 2026-04-29, paid tiers are **temporarily locked (private GA)**. SIGNAL is still listed publicly; BUILD / INTEGRATE / OPERATE / SCALE redirect to a waitlist. Design must reflect this status on `mcp-setup` and `mcp-docs` until lock is lifted.

## Compliance & references

- GDPR / Reg. 2016/679
- eIDAS Reg. (EU) 910/2014
- ETSI EN 319 421 (TSA)
- RFC 3161 (timestamping)
- EU AI Act 2024/1689

These appear in product footers and trust-center copy. Always cite verbatim.

## Co-branding rules

- **Cloud providers** — Google Cloud, AWS badges go in footer ("Built on …"). Never use them as primary trust marks.
- **LLM logos** — ChatGPT, Claude, Gemini, Perplexity, Grok, DeepSeek shown grouped, never isolated. Maximum height 28 px.
- **Stripe** — payment-flow surfaces only. Never on hero.
- **EU / Estonia flag** — footer trust block. Never with the verified seal next to it (avoid implication of EU endorsement).

## Don'ts (carryover from `CLAUDE.md` sec. 8)

| Forbidden phrase | Replacement |
|---|---|
| "Without ENTIA you are invisible" | "With ENTIA, AI finds you first" |
| "dominance in the Knowledge Graph" | "source of truth in the Knowledge Graph" |
| "displacement shields against competitors" | "cross-source coherence of your data" |
| "cannot outrank" | "the answer the AI gives first" |
| "97% invisible" or any unsupported stat | actual measured number with source |
| "exclusion for YMYL safety" | "improved reliability for LLMs" |

Reason: ENTIA is positioned as an **accelerator, not a gatekeeper**. Like Stripe for payments or D&B for credibility — does not block who doesn't pay, makes who pays more verifiable. EU AI Act anti-trust risk is real (Google Shopping was fined €2.4B for similar patterns).

## Asset checklist for any new landing

- [ ] Glass-header from `04_HEADER_FOOTER/glass-header.html` or `entia-nav.js`
- [ ] Footer via `entia-footer.js`
- [ ] Inter + JetBrains Mono loaded (no DM Sans / Outfit / Orbitron)
- [ ] `colors.css` tokens used (no hardcoded blues)
- [ ] Patterns from `landing.css` (`.client-card`, `.code-block`, `.stats-bar`, `.try-section`, `.badge-*`)
- [ ] JSON-LD `@graph` with `Organization.legalName = "PrecisionAI Marketing OÜ"`
- [ ] Cero emojis verified
- [ ] Cero fabricated stats verified
- [ ] Verified seal not adjacent to third-party logos
- [ ] All numbers cited with source
