Brand voice & canonical phrasing¶
Source of truth: Figma file
Secrets Bridge — Brand and
skills/ui/design/BRAND_VOICE.md.
When writing for any public surface — README hero text, PR descriptions, social cards, error messages, blog posts, conference slides, docs pages — match these. Don't paraphrase the tagline; it's the brand.
Wordmark¶
| Use | Spelling |
|---|---|
| Logo / wordmark / brand identity | SecretsBridge (one word) |
| Body copy, prose, headings, repo descriptions | Secrets Bridge (two words) |
| Diagram callouts | SECRETS BRIDGE (uppercase, no space) |
The Figma logo art renders SecretsBridge; everywhere else we
write "Secrets Bridge". Don't mix.
Tagline (canonical)¶
The brain behind your secrets.
This is the brand line. Use it verbatim including the trailing period when used as a sentence. Drop the period when used as a heading. Never paraphrase ("the brain for your secrets", "your secrets' brain", etc. — all wrong).
Eyebrow / category label¶
UNIFIED SECRETS CONTROL PLANE
All caps, used above the wordmark on landing pages, social cards,
and the website hero. Tailwind class: text-eyebrow (rendered
uppercase via CSS).
Subhead (long form)¶
Two interchangeable variants:
- Short: "Unified secrets control plane for cloud-native teams."
- Long: "A distributed secrets control plane that connects and governs secrets across every provider — without replacing the tools your teams already use."
Use the short one in PR descriptions, README intros, and social-card subtitles. Use the long one when the audience is product / business / sales.
Metaphor family¶
The brand metaphor is "the brain". Reinforce it consistently.
| Element | Phrasing |
|---|---|
| What the control plane is | "The brain — governance, approvals, RBAC, audit" |
| Cross-provider reach | "One brain, every provider" |
| What providers are | "Where secret values actually live" |
| What the control plane does not do | "Values stay inside your providers" |
The brain metaphor is also why the mascot is named Bridgey (the brain itself, anthropomorphized). Use the mascot sparingly — for delight moments, error pages, blog posts, social cards. Not in production dashboard UI chrome.
Voice rules¶
| Do | Don't |
|---|---|
| Lead with the tagline | Lead with feature lists |
| Frame as "the brain" + "the providers" | Frame as "the secrets manager" |
| Emphasize "values stay inside your providers" | Imply we mirror or replicate secret values |
| Use semi-colons + em-dashes for rhythm | Bullet-cascade everything |
| Sentence case for body | Title case for body |
Example surfaces¶
```markdown
Secrets Bridge¶
The brain behind your secrets.
Unified secrets control plane for cloud-native teams. Approvals, RBAC, audit, and least-privilege agent execution across Vault, AWS Secrets Manager, Azure Key Vault, GCP Secret Manager, and Kubernetes / GitOps — without your developers ever holding raw provider credentials. ```
```markdown
Summary¶
Closes the workflow loop start in the UI — dev team no longer
has to curl POST /requests to begin the flow.
... ```
Note: PR descriptions are technical, not marketing. Don't shoehorn the tagline. The brand voice rule for PRs is "be precise; be specific; be honest about what didn't ship."
[Eyebrow] UNIFIED SECRETS CONTROL PLANE
[Wordmark] SecretsBridge
[Tagline] The brain behind your secrets.
[Subhead] One brain. Every provider. Values stay home.
The error pages and 404s are one of the few places Bridgey gets to appear. Keep the tone helpful, never cute-to-the-point-of- annoying. The brain mascot says "I couldn't find that page" — not "Oopsie!".
What to avoid¶
| Anti-pattern | Why |
|---|---|
| "Our solution" / "Our platform" | Reads like a sales deck. The product name is the subject. |
| "Cutting-edge" / "next-gen" / "AI-powered" | We don't make those claims. We're a control plane, full stop. |
| "Effortless secrets management" | Effortless is a marketing lie when a SOC2 audit is in your future. |
| "Forget about Vault / AWS / your provider" | We augment providers, we don't replace them. The whole architecture depends on this. |
| Mascot in production dashboard chrome | The mascot is for delight surfaces (errors, blog posts, social cards), not for the workhorse UI an operator sees every day. |