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+# Brand · Blocao
+
+## Name
+
+**Blocao**. Spanish word for "blockhouse" — a fortified outpost, often built at the edge of a frontier. The metaphor:
+
+- Outposts are placed at the edge, where action happens. Edge AI, edge compute.
+- Outposts are sovereign — they hold their ground, they don't depend on a distant capital.
+- Outposts watch and report — exactly what the platform does.
+- The word is Argentine, grounding the brand in the company's home market.
+
+## Tagline
+
+**"OUTPOST INTELLIGENCE"**. Three syllables, English-readable globally, captures the edge AI + sovereignty positioning without saying either word.
+
+Used in the status strip footer of every console view: `BLOCAO LABS · OUTPOST INTELLIGENCE`.
+
+## Logo
+
+A line drawing of a blockhouse / almena (battlement) with an antenna on top and a rectangular sensor grid beneath. Drawn in a single foreground color (usually `--brand` lime green, occasionally black on green for inverse use).
+
+The mark works at:
+
+- 16×16 favicon (loses detail but recognizable as a fortress shape).
+- 30-60px header chip (good readability).
+- Large hero placement (the grid pattern reads as "data" or "many sensors").
+- Embossed on hardware (single-color line art transfers to laser engraving cleanly).
+
+## Color
+
+Brand color: `#9FCB3A` — lime green.
+
+Why lime green:
+
+1. Doesn't collide with the cyan-dominant UI palette.
+2. Reads as "growth, opportunity, alive" rather than "warning" (would be amber) or "secure" (would be navy blue, overdone).
+3. Contrasts well against both white and black backgrounds.
+4. Distinctive in the surveillance vendor space — every competitor uses navy/charcoal.
+
+The brand color is **isolated** from semantic UI. It only appears on the logo, the brand chip in the status strip, and explicit brand moments (e.g., the `◆ DATA · SOVEREIGN ◆` tagline in SYNOPSIS).
+
+## Typography (brand)
+
+- **Headlines / hero**: Antonio Bold, large size, tight letterspacing.
+- **Body (in marketing material)**: Inter or system-sans (not part of the console).
+- **Console (operational)**: Antonio + JetBrains Mono per design tokens.
+
+Marketing material (web, decks) doesn't have to use the console's tokens, but should preserve the cyan + lime green pairing.
+
+## Voice
+
+- **Direct**. No marketing fluff. "Sovereign edge AI for video forensics." not "Empower your enterprise with next-generation insights."
+- **Technical**. Customers are technical. We respect their time and intelligence.
+- **Confident, not boastful**. "Blocao runs on EU sovereign infrastructure" not "Blocao is the most secure surveillance platform ever made".
+- **Bilingual-ready**. Spanish and English are both first-class. Don't write English material that translates awkwardly to Spanish.
+
+## What Blocao is not (in branding)
+
+- **Not "AI-powered"**. Every product is AI-powered now. The phrase is empty.
+- **Not "smart"**. Same.
+- **Not "next-generation"**. Same.
+- **Not "enterprise-grade"** unless precise (we'd say "available with mTLS" or "Keycloak-integrated", not "enterprise-grade auth").
+- **Not "revolutionary"**. We are a solid, opinionated, well-engineered product. That's enough.
+
+## Visual references
+
+The closest reference brands in spirit:
+
+- **Hetzner** — sober, technical, no marketing nonsense, generous specs. Their understated style is a model.
+- **Tailscale** — clear product positioning, friendly without being cute.
+- **Linode (legacy)** — when they were technical-first.
+
+We are deliberately **not** like:
+
+- Verkada / Rhombus marketing (overpolished SaaS aesthetic).
+- Hikvision (obsolete corporate vibes).
+- "Enterprise security vendor" generic look (gradients, stock photos of cybersecurity).
+
+## Hardware appearance
+
+When/if Blocao ships custom hardware (a Cell SKU, a router co-brand):
+
+- Matte black finish.
+- Lime green accent (logo and a thin lime stripe).
+- Front: power LED (white), status LED (green when nominal, amber when degraded).
+- Back: standard ports + an "evidence locker" status indicator (small lime LED).
+- Brand mark engraved (not printed) where space allows.
+
+Industrial design pending — these are aspirations.
+
+## Anti-counterfeiting (long-term)
+
+If we ship hardware, every device should ship with a signed cert and a serial number visible in the console under HEALTH → device identity. A customer can verify "this is genuine Blocao hardware" by checking the cert chain. Prevents grey-market clones eroding brand value.
+
+This is post-MVP and may never be needed if hardware partnership > custom hardware.