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; variants like "the brain for your secrets" or "your secrets' brain" are 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¶
# 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.
## 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."
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. |