Digital Products — Brand and Positioning¶
Brand name status: finalized¶
"Devonside Labs" is this venture's public, customer-facing brand name, per ADR-0009 (approved 2026-07-12) and DD-DIGPROD-ADR-0001 (approved 2026-07-17). "Digital Products" remains the internal working name and repository slug only — it must not be presented to customers. A standalone mark (the "B3" mark, plus a square badge/favicon composite) and its wordmark lockup (horizontal and stacked, single-line "DEVONSIDE LABS," Montserrat Medium) are both approved as of 2026-07-17 — see ../brand-assets.md. A full color palette (Ledger Teal / Audit Amber, distinct from the inherited navy) and marketing typography (Inter body copy, tabular monospace for figures) were approved 2026-07-30 — see DD-DIGPROD-ADR-0004.
Any document, product listing, or AI-generated content that refers to this venture
publicly should use "Devonside Labs." Because "Devonside Labs" and "Devonshire Digital
LLC" sound similar, be deliberate about which entity is being referenced, particularly
in legal-disclosure contexts (e.g. an Etsy seller/legal field) — see ADR-0009 and
docs/company/brand-architecture.md.
Positioning direction (provisional)¶
A tentative positioning direction — not yet validated with customers — is that this venture's products should read as structured, trustworthy, and auditable tools, in contrast to purely decorative templates common in template marketplaces. This direction is consistent with the product philosophy (product-philosophy.md): calculations customers can trust, clear separation between input and output, and documentation that shows the tool was built with care.
This positioning direction is provisional for two reasons:
- It has not been tested against actual customer preference or purchasing behavior.
- It may need to flex per product category — a lighthearted household tracker may warrant a different tone than a retirement planning tool, even under a shared brand.
What is explicitly not decided yet¶
To avoid downstream documents or AI agents inventing brand assets that don't exist, the following are explicitly not decided and should not be fabricated:
- Tagline or brand voice guidelines
Brand color palette and marketing typography are decided — see DD-DIGPROD-ADR-0004 and ../brand-assets.md — do not describe them as open.
The mark, its square badge/favicon composite, and both wordmark lockup orientations are
approved (see ../brand-assets.md) — do not describe the logo as
undecided. Domain name is also decided: devonsidelabs.com, registered and connected
(root and www both live) 2026-07-20 to the devonside-labs-site marketing site — see
portfolio/repository-registry.json. Legal trade name is also decided: "Devonside Labs"
is registered in the State of Michigan as a d/b/a of Devonshire Digital LLC — see
DD-DIGPROD-ADR-0001's
2026-07-27 amendment. It is acceptable to state publicly that Devonside Labs is part of
Devonshire Digital LLC.
Any of these that are needed for a specific deliverable (e.g., a mockup) should be labeled as placeholder/illustrative and never presented as final.
Relationship to venture standards¶
The visual design standard for products (../standards/workbook-visual-design-standard.md) describes product-level visual conventions (input/output color coding, font choices, number formatting) that are independent of the eventual public brand identity. Product visual design can and should proceed under those standards even while the brand name remains unresolved; the two are not blocking dependencies of each other.
Open question¶
The public brand name is resolved (see above). Visual identity and the remaining items in "What is explicitly not decided yet" are tracked in venture-brief.md.