Criteria

Ratified

What is every brand decision judged against, and in what order?

Specification

1. Trust of a regulated buyer: every claim traceable, every document auditable.
2. One coherent, expandable family: ten members that read as one company and can be told apart; an eleventh can join without breaking the system.
3. Register: a precise scientific-instruments maker; never a software start-up, never a consumer brand.
4. Accessibility: WCAG 2.2 AA is the floor on every surface; APCA is reported and decides when the two disagree in a way that matters.
5. Works beyond the screen: print, Office and documents are first-class.
6. Recognition: what people already recognise changes by the smallest amount the criteria above require: the letterforms; AKRIBIS's teal; AKRIMET's orange; SOLFARMA's blue, more loosely.
7. Three languages: Spanish (es-AR), Portuguese and English, each first-class.
8. Open licences: typefaces and tools every unit and site may use without a per-seat cost.
9. Generated and tested: values come from code and data in this repository; a rule that cannot be checked in the build is not a rule yet.

Who the audience is: industrial, pharmaceutical and regulated buyers, and what they need to see before they trust.
The register the brand speaks in, and what it must never look like.
How family resemblance is weighed against each unit being distinguishable.
How accessibility, print and Office, licences and the recognised value of what already exists rank against each other.
What counts as evidence, and who ratifies.

AKRIBIS-Group/design@main · brand/decisions/01-criteria.md (draft, never agreed)