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DD-SHELFERY-ADR-0002: Logo Mark and Wordmark Lockup Formally Approved

Status

approved — ratified by the Founder on 2026-07-30.

Date

2026-07-30

Context

../brand-assets.md registered the jar-on-shelf mark and the Spectral SC "SHELFERY" wordmark lockup (horizontal and stacked variants) as candidates only, per the Founder's own framing when the mark was first produced ("a pretty good read," not an approval instruction) and per ADR-0011 (an agent may only mark something approved on an explicit, specific instruction). The Founder gave that explicit instruction in a 2026-07-30 session in the shelfery implementation repository ("we have just made some amendments to brand information - we now have an approved mark and word mark"), confirmed on follow-up to mean the mark and both lockups (horizontal and stacked) exactly as currently built — no further changes requested.

Decision

The jar-on-shelf mark and the Spectral SC wordmark lockup (both horizontal and stacked variants), as built and registered in ../brand-assets.md's Asset register, are formally approved as Shelfery's brand identity:

This does not approve any future revision to these files — a subsequent geometry, color, or typeface change would need its own approval per the same ADR-0011 convention.

Consequences

  • Unblocks wiring the mark and wordmark into the shelfery implementation repository's UI (in progress alongside this ADR — see that repo's docs/ai/implementation-blueprints.md App Rename Runbook §0 for the resulting favicon/PWA-icon/in-app-lockup changes).
  • Resolves the last open item from ADR-0001's follow-up actions ("vectorize and evaluate the candidate jar-on-shelf logo mark").
  • ../brand-assets.md's "Not decided" sections for the mark and wordmark lockup, and its Asset register's status column, are updated to Approved as part of this same change.
  • Does not resolve the separate open question of visible Devonshire Digital LLC endorsement on Shelfery-facing surfaces — still open per ../strategy/assumptions-and-open-questions.md Q7.

Alternatives Considered

  • Request a further revision pass before approving (e.g. the noted shoulder-taper simplification or bottom-corner-radius estimate in brand-assets.md's "Known simplifications"). Rejected — the Founder's approval instruction was unqualified; no specific change was requested, and re-opening the geometry without a concrete complaint would just delay shipping a working brand identity for a hypothetical, unspecified improvement.

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