# Sunday Brand Guidelines

Sunday is the collaborative assistant for modern parenthood. It makes the invisible list visible, helps the whole family carry it and acts with permission. This Sunday edition uses DM Sans throughout, bright yellow and charcoal, with a near white canvas and pale sky and leaf surfaces.

This is a proposed system dated 2 October 2026. The illustrated DOCX is the main guideline document. This file and `tokens.css` are editable implementation references. Previous outputs remain separate. Product conversations and the included generated family image are concepts, not verified service outcomes or customer testimonials.

## 1 Positioning and principles

Primary headline, exactly:

**The collaborative assistant for modern parenthood**

Subheading, exactly:

**Sunday handles the to-dos, so you can enjoy the moments of chaos, joy and love**

Audience: parents and carers carrying the remembering, researching, coordinating and following up behind family life. Include partners, grandparents and carers. Do not assume a gender, family shape or default parent. Use parent inclusive Australian English.

Five value propositions:

1. **Creates your list.** Voice or text turns the invisible list into tasks with owners and next steps. Capture the thought without asking people to organise it first.
2. **Handles it.** Research, calls, emails, bookings and orders become useful choices and approved actions, followed by a receipt.
3. **Stays a step ahead.** Family preferences and authorised dates help Sunday notice what is coming. Arrive with preparation already done and allow the family to defer.
4. **Built for the family.** Partners, grandparents and carers can participate within their roles. Everyone with shared access sees what is done. Either authorised partner may approve.
5. **Village recommendations.** Useful advice comes from what other parents have tried and tested. Explain that basis and distinguish it from provider confirmed availability.

Principles: make the list lighter; do useful work before asking; share responsibility; keep permission visible; confirm the actual result. The practical outcome is a smaller next decision and a finished task. The emotional outcome is more room for ordinary family life.

## 2 Colour and contrast

These are proposed digital colours, not measured matches or Pantone specifications. Keep the hex values consistent and approve print proofs separately.

| Colour | Hex | Role |
|---|---|---|
| Sunday Yellow | #FFE23F | Brand fields, selected emphasis and completed action receipts |
| Charcoal | #222321 | Core text, identity, icons, outlines and primary controls |
| Canvas | #FAFBF7 | Default product and page background |
| Pale Sky | #E2EEF8 | Human replies and quiet supporting surfaces |
| Pale Leaf | #E5ECD7 | Secondary panels and gentle category distinction |
| White utility | #FFFFFF | Research and proposal message surfaces |

Computed sRGB WCAG relative luminance ratios:

| Text on surface | Ratio | Use |
|---|---:|---|
| Charcoal on Canvas | 15.19:1 | Body and large text |
| Charcoal on Sunday Yellow | 12.18:1 | Body and large text |
| Charcoal on Pale Sky | 13.39:1 | Body and large text |
| Charcoal on Pale Leaf | 13.01:1 | Body and large text |
| Canvas on Charcoal | 15.19:1 | Body and large text |
| White on Charcoal | 15.78:1 | Body and large text |
| White on Sunday Yellow | 1.30:1 | Avoid for text |
| Sunday Yellow on Canvas | 1.25:1 | Avoid for text |

Body target 4.5:1; large text target 3:1. Use Charcoal on the light palette. Use Canvas or white on Charcoal. Yellow is a background or accent, not low contrast body text. Keep focus rings, control boundaries and icons visible. Combine status colour with words or symbols. Use bright flat yellow without glows or heavy grading. The canvas carries most reading surfaces.

## 3 Type and identity

DM Sans is the only typeface for identity, display, body and UI. Use 400 for body, 500 or 600 for labels and 600 or 700 for display. The proposed Daybreak wordmark is lowercase sunday in DM Sans 600, with genuine outlined letters. Arial is the fallback for every role. Recheck wrapping when a fallback appears.

| Role | Weight | Digital scale | Leading and tracking |
|---|---:|---|---|
| Wordmark | 600 | 48–88 px | Optical spacing; keep the full word |
| Marketing hero | 600 or 700 | 56–84 px desktop, 42–60 px mobile | 1.04–1.10, −0.035 em |
| Section heading | 600 | 36–56 px desktop, 32–40 px mobile | 1.10–1.18, −0.025 em |
| Lede | 400 | 20 px desktop, 18 px mobile | 1.45, 0 |
| Body | 400 | 16–18 px | 1.45–1.55, 0 |
| Dense message UI | 400 | 14 px minimum | 1.45–1.55, 0 |
| Control | 600 | 16 px | 1.2, 0 |
| Label and meta | 500 or 600 | 12–14 px | 1.3, +0.02 em |

Use sentence case, open space and natural line breaks. Scale and weight give headlines their character. Do not tighten small text or make whole paragraphs heavy.

The proposed Daybreak mark is a filled sunrise half disc above a separate rounded horizontal horizon, with a clear gap. It is an identifier, not a character. Clear space equals the height of the lowercase o. Minimum wordmark width: 96 px or 24 mm. Minimum standard mark: 24 px; the supplied small mark widens the gap for 16 px use. Use Charcoal on Yellow or Canvas, or Canvas on Charcoal. Use a single colour for the complete mark and lettering; a yellow app tile may carry the Charcoal mark. Do not replace the o with the mark, stretch letters, add a face, rays, gradients or logo shadows.

`sunday-wordmark.svg` and `sunday-lockup.svg` use genuine outlined DM Sans 600 lettering. The mark is a vector shape; product headings remain live text. Daybreak is the proposed baseline; the separate logo exploration board retains the other alternatives for review. On a 64 unit mark canvas, the semicircle spans x10–54 with its baseline at y37, and the rounded horizon spans x7–57 from y43–49, leaving a 6 unit gap. The small mark widens this gap for 16 px use. The included DM Sans fonts are licensed under SIL OFL 1.1; retain the licence notice when distributing them.

Official sources: [DM Sans on Google Fonts](https://fonts.google.com/specimen/DM+Sans) and [SIL OFL licence](https://github.com/google/fonts/blob/main/ofl/dmsans/OFL.txt).

## 4 Layout and photography

Baseline desktop container: 1296 px including 40 px gutters, leaving 1216 px usable content. Mobile gutters: 16–24 px, one column. Spacing rhythm: 4, 8, 12, 16, 24, 32, 48, 64, 96 px. Cards and panels use 24 px corners and 16–24 px padding. Message bubbles use 15 px corners. Primary buttons are 52 px high with a pill radius; tabs use 14 px type and at least 44 px height. These shared tokens form the baseline; explicitly chosen page variations may change composition while preserving readability and the identity.

Primary control: Charcoal with Canvas text. Secondary: Canvas with Charcoal outline. Research messages use White; replies use Pale Sky; confirmed completions use Sunday Yellow, all with Charcoal text. Use one task per card and one main action per decision. A subtle charcoal shadow may separate a floating message from a photograph.

Photography is candid and editorial: natural skin, real blue skies and green surroundings. Show park afternoons, kitchen conversations, school bags, reading, friends and nights out. Include different parents, grandparents, carers and family structures across a campaign. Seek life in the image, including the small ordinary chaos, rather than only perfect portraits or milestones.

Crop for the relationship between people. Protect faces and hands. Put a desktop notification only in open quiet space; move it below the image on mobile. Avoid heavy filters. Yellow clothing may echo the brand naturally. The included generated image is a concept, not a real customer family or endorsement.

## 5 Conversation and permission

The voice is warm, capable, specific and permission aware. Ask one question at a time, put the useful answer first and use concrete dates. Australian spelling and contractions are welcome. Avoid guilt, pet names, fake celebration and assumptions about who should own a task.

Sequence:

1. **Capture** an intention from voice or text, with a visible task and owner.
2. **Prepare** a short, useful result within the agreed scope.
3. **Agree** the action, cost, recipient and relevant conditions. Either authorised partner may approve.
4. **Act** on the approved booking, payment, order or message. Ask again if scope changes.
5. **Finish** with the actual outcome, owner, receipt destination and outstanding work. Update shared task status.

You approve bookings, payments and outgoing messages. Family roles determine what can be viewed and approved. A shared task list does not mean every family member can access private health, financial or credential information. Approval to share an appointment time is not approval to share medical history or policy details.

Proposed privacy policy: **your data is yours; credentials remain private; family data is never used to train third party AI.** This is a product policy proposal to validate before launch, not a verified backend claim. The production checklist must confirm technical and contractual support before it is published as a live promise.

“I called” requires a real call. “Booked” requires provider confirmation. “Prepared” requires an actual result. Write pending, failed or partially complete status plainly rather than showing an unearned completion tick.

## 6 Tasks and connection sources

Illustrative categories:

| Category | Example intention | Useful output |
|---|---|---|
| Life admin | Add school forms and car registration | A list with dates, owners and next steps |
| Childcare | Find childcare for Sully on Tuesdays and Thursdays | A shortlist, parent feedback basis and checked availability |
| Health | Use dental extras before reset | Relevant details, appointment options and approval |
| Supplies | Sully is nearly out of nappies | Preferred item, quantity and price for order approval |
| Social | Organise dinner with friends | Suitable dates and a draft invitation to approve |

Bring intentions from notes, WhatsApp, iMessage, daycare updates and calendars. The actual implementation may use a shared item, a message, voice or an authorised connection. Let people review captured tasks and grant or remove access. State the supported connection accurately. Approve outgoing messages and calendar changes. Do not ask people to formalise every thought before they can get help.

Sully comes from the supplied outline. Sarah and Alex are scenario personas. All providers, prices, availability, ratings and outcomes in the example journeys are illustrative.

## 7 Example journeys

**Swimming:** Harbour Swim is a fictional provider. Local parent feedback leads to Thursday 10 am or Saturday 9 am options at an example $210 for 12 weeks. Sarah chooses Saturday. Sunday explains the mobile number is for the school’s confirmation and asks for booking approval. Sarah explicitly approves before Sunday confirms the booking and SMS receipt.

**Dental extras:** An example $600 unused allowance resets on 31 December. Banksia Dental is fictional; the example appointment is Wednesday 4 November at 11:40 am. Sunday states the confirmed fee and out of pocket cost using visible placeholders, then asks to book, update the calendar and share the appointment time with Alex. Sarah approves those actions and the fee before the done receipt. Policy and medical details remain private. The supplied $3,500 annual saving is not a verified quote; any use requires an illustrative label or a current comparison with changed benefits and conditions.

**Parents collaborating in one shared chat:** Sunday offers Thursday 10 am or Saturday 9 am swimming for Sully at an example $210 for 12 weeks. Sarah says Saturday works and asks Alex to take Sully. Alex agrees, asks what to bring and supplies his mobile for SMS. Sunday checks swimsuit and towel, then requests approval for Saturday booking, mobile sharing and the shared calendar update. Alex explicitly approves. Sarah asks Sunday to let them both know. Sunday confirms the booking, SMS to Alex and updated shared calendar in the same conversation. Both parents contribute; permission and ownership stay visible.

**Village childcare:** Little Grove is fictional. Sunday explains the local parent recommendation basis, says what the provider confirmed and offers a tour for approval. Distinguish parent opinion, source date and review context from verified availability.

**Returning to work:** Six weeks before an authorised date, Sunday offers prepared childcare options and the requested part time work comparison. The person chooses what to inspect first. Allow deferral and separate policy facts from eligibility questions for an employer or Services Australia. Do not present unassessed paid parental leave eligibility as fact.

A receipt should show the confirmed action, provider, time and place, cost and conditions, owner, receipt destination and anything still outstanding when relevant.

## 8 Messaging and the founder story

Outcome headline: **The help parents actually need**

More time for friends, nights out, reading and family activities. Show small real moments and connect the emotional outcome to useful task evidence. Do not imply that enjoying family life requires perfect organisation.

About story: the years with young kids are often called the golden years. They bring chaos, joy and love alongside a constant list of things to remember and do. Sunday recognises that the mental load is work. Its vision is practical support with the to-dos, and a collaborative assistant that helps the family hold context, prepare choices and share responsibility.

| Founder | Role |
|---|---|
| Samantha Callender | Creator |
| Richard Eve | Guardian |
| Inga Pflaumer | Builder |
| Hugo Welke | Designer |

Closing line, exactly: **Because it really does take a village.**

Sunday is the brand name throughout this edition. Use the supplied headline, subheading, outcome and closing consistently across introductions, landing pages and the story.

## 9 Production checklist and provenance

Approve the identity and rights; retain font licences; test contrast, focus, zoom and touch targets; approve real device and print colour; protect mobile photo crops. Verify the advertised research, calls, emails, bookings, orders, calendar updates and shared status. Verify all connections and permission controls. Validate the data ownership, credentials and AI training policy technically and contractually before publication. Record who can approve actions and view private information. Replace fictional providers and example data; check insurance and parental leave comparisons against current sources. Use licensed imagery and releases. Test failure, partial completion, receipts, owner handoff, shared visibility, reminders, deferral and opt out.

Clear Sky informed the numbered guideline depth: principles, palette, type, identity, layout, imagery, components and practical usage rules. The Sunday edition follows the supplied modern direction and outline with its own colours, identity and family service behaviour. The generated photograph and conversation scenarios are illustrative. The earlier outputs are preserved separately.


## 10 Founder portraits

Use authentic verified founder portraits in a uniform black and white editorial contrast treatment. Keep faces and hair intact, use square framing with a similar eye line and do not generate or reshape faces. Show names and supplied roles: Samantha Callender Creator; Richard Eve Guardian; Inga Pflaumer Builder; Hugo Welke Designer. Source links remain with the portraits. Verify usage rights before a public campaign; a public profile is not a campaign licence.