Bobby ID Brand Book

Product definition

Bobby ID is the identity account used across Bobby websites. A person creates one Bobby ID, completes the verification steps a site actually needs, and then approves — per site, per visit — exactly which details are shared. Bobby ID is not yet operational; this brand book governs how it is presented once it is.

Brand purpose

Bobby ID exists so a person can prove who they are once, keep control of what they share, and move between Bobby websites without creating another account.

Brand promise

You verify once. You decide what is shared. You can see and withdraw what you approved.

Core messages

• One identity for every Bobby website.
• Continue with Bobby ID.
• Verify once. Share only what is needed.
• Your identity, under your control.

Read as a whole: one person, securely connected across approved websites.

What the mark is not

• Not facial recognition, biometric scanning or surveillance.
• Not a crop frame or scan target — the brackets close along the outer edge as a held container rather than four detached corner ticks.
• Not a head-and-body figure or an eye — the counters sit on one centred axis with equal top and bottom mass.
• Not a code symbol, seal, crest or certification device.

A1.1 — Balanced Original — master beeldmerk

Stroke

3.0u

Arm

5.0u

Corner treatment

1.0u corner radius on the outer bracket corners

Counters

6.0u wide × 7.5u tall, 2.2u radius, 3.8u gap, on the centre axis

Edge inset

3.4u from each edge

Use

64px and larger. Lockups, print, display, credential surfaces.

A1.2 — Compact Digital — mandatory small-size cutdown

Stroke

3.4u

Arm

5.6u

Corner treatment

0.6u corner radius

Counters

8.0u wide × 7.8u tall, 2.6u radius, 3.2u gap

Edge inset

2.8u from each edge

Use

48px and smaller. Favicons, app icons, UI chrome, button glyph, badges.

Clear space

Clear space on all four sides is X, where X = 1/4 of the mark height. For lockups, X = 1/4 of the beeldmerk height. Nothing — type, rule, image edge or another logo — may enter that area.

Minimum sizes

Beeldmerk A1.2

16px on screen · 5mm in print

Beeldmerk A1.1

64px on screen · 16mm in print

Horizontal lockup

120px wide on screen · 32mm in print

Stacked lockup

88px wide on screen · 24mm in print

Wordmark only

96px wide on screen

W3-a colour

Horizontal lockup

Stacked lockup

Compact navigation (A1.2)

OAuth consent header

Beeldmerk A1.1 master

Beeldmerk A1.2 compact

Approved pairings

• Deep Navy text on White, Cool Paper or Pale Security Blue (12.1–15.5:1).
• White text on Deep Navy (15.5:1) or Identity Blue (6.8:1).
• Identity Blue text on White or Cool Paper (6.4–6.8:1).
• Text Cyan for small cyan text on White or Cool Paper only (4.8–5.0:1).
• Muted Blue Grey secondary text on White or Cool Paper only (4.3–4.6:1).
• Cyan on Deep Navy: use #7FC8DA for text; #2A8FA3 for graphics only.

Forbidden pairings

• Security Cyan #2A8FA3 as small text on any surface (max 4.11:1, fails AA).
• Text Cyan #24798B as text on Deep Navy (3.09:1) or Pale Security Blue (3.92:1).
• Muted Blue Grey on Pale Security Blue (3.55:1) or Deep Navy (3.42:1).
• Identity Blue on Deep Navy (2.30:1) in any role, including icons.
• Any cyan value on Identity Blue.
• The guilloché pattern behind body text at any opacity.

Dark-mode mapping

Surface

Deep Navy #0A2540

Raised surface

#0E2F50

Primary text

White

Secondary text

#A9BCCC

Interactive

#7FB2E2 (Identity Blue is too dark on navy at 2.30:1)

Cyan text

#7FC8DA

Cyan graphics

Security Cyan #2A8FA3

Borders

White at 14%

Print limitations

• CMYK values are guidance for coated stock; always proof before a production run.
• Pantone references are visual approximations and must be confirmed against a physical guide.
• Deep Navy on uncoated stock gains and can read black — consider a lighter build or a spot colour.
• The guilloché hairline is 0.7u; below 40mm width it fills in on offset and must be omitted.
• Never print the two cyans adjacent at small size — they will read as a printing error.

Safe opacity ranges

Large background

22–28%

Compact panel

26–32%

Section divider

28–34%

Social background

24–30%

Approved combinations

• Text Cyan on White or Cool Paper.
• #7FC8DA on Deep Navy.
• Identity Blue on Cool Paper for editorial dividers.
• Security Cyan on Cool Paper for security and privacy pages.

Variants

Light

White field, Pale Security Blue 1px border, Deep Navy ink and mark. Default on light relying-party pages.

Dark

Deep Navy field, White ink and mark. Default on dark relying-party pages.

Primary

Identity Blue field, White ink. Only when Bobby ID is the primary or single sign-in route.

Outline

Transparent field, Deep Navy 1px border and ink. For secondary placements.

Compact

40px height, 14px label. Dense forms and modals.

Mobile

52px height, full-width. Native and mobile web.

Icon only

Square, mark only. Permitted only where a labelled Bobby ID control is already visible on the same screen.

States

Hover

Cool Paper field, Identity Blue border. No movement, no shadow.

Focus

3px Cool Paper ring plus 3px Identity Blue ring, offset 3px. Never remove the focus ring.

Active

Pale Security Blue field, Identity Blue border.

Disabled

Cool Paper field, Muted Blue Grey ink at 60% opacity, aria-disabled, no pointer events.

Loading

Mark stays, label becomes Connecting…, with an Identity Blue arc spinner and aria-busy.

Unavailable

Label becomes Bobby ID is unavailable, with an explanatory sentence beneath the button.

Metrics

Height

48px default · 40px compact · 52px mobile · minimum touch target 44px

Corner radius

10px — deliberately unlike Google's 4px and Apple's pill

Horizontal padding

20px default · 16px compact

Icon size

50% of button height (24px at 48px)

Icon-to-label gap

12px default · 10px compact

Label

IBM Plex Sans Medium 500, 16px, +0.004em tracking

Minimum width

212px default · 178px compact · icon-only equals its height

Accessibility

• The control is a real <button> or <a>, never a bare div.
• Accessible name is exactly Continue with Bobby ID, including the icon-only variant.
• Contrast: label ≥ 4.5:1, mark and border ≥ 3:1 against the button field.
• Focus is visible in both light and dark relying-party themes.
• Loading sets aria-busy; disabled sets aria-disabled and keeps the label readable.

Distinct from other providers

• Bracket beeldmerk, not a coloured G, an apple, a four-square grid, an f, or a national crest.
• 10px radius and a credential-register navy-on-paper palette rather than Google's white/blue or Apple's black pill.
• The label names the identity product in full — Bobby ID — with no provider logotype inside the button.
• No coloured icon tile, no vertical divider rule between icon and label.

Incorrect use

• Do not translate or reword the label.
• Do not shorten the label to Continue with Bobby, and do not append Account, Login or Sign in.
• Do not recolour the field outside the approved variants.
• Do not place the mark on the right of the label.
• Do not stretch the button so the icon-to-label gap exceeds 24px.
• Do not stack the Bobby ID button below the fold when competing providers sit above it.

Verification

A verification badge is a statement about identity assurance: what Bobby ID checked, how, and when. It is earned through a check and can be revoked when the evidence expires or fails.

Membership

A membership badge is a statement about a paid commercial relationship. It is bought, renewed and cancelled, and it says nothing about who a person is.

V1 — Contact Verified

Shape

Passport arch, outline only, Identity Blue, two counter bars, no check stroke.

What it means

At least one email address or telephone number has been verified as reachable and controlled by this account.

What it does not mean

It does not prove real-world identity, does not prove age, and does not prove that the profile name is real.

Tooltip

Contact Verified — at least one email address or telephone number has been verified. This does not prove identity, age or that the profile name is real.

Accessible label

Contact Verified, Bobby ID verification level one of three

Revocation

Revoked automatically when the last verified contact point is removed, bounces persistently, or fails re-verification.

V2 — Age Verified

Shape

Passport arch, lower third filled, white threshold rule with an upward marker crossing it. No date of birth is ever shown.

What it means

The approved Bobby ID age-verification process confirmed that the account meets the applicable age threshold at a point in time.

What it does not mean

It does not necessarily establish full legal identity, and it never exposes or implies a date of birth.

Tooltip

Age Verified — the approved age-verification process confirmed the applicable age threshold. It does not necessarily establish full legal identity and never exposes a date of birth.

Accessible label

Age Verified, Bobby ID verification level two of three

Revocation

Revoked when the underlying evidence expires, when the provider withdraws the result, or when a re-check fails.

V3 — Identity Verified

Shape

Passport arch, solid Deep Navy, white A1.2 beeldmerk above the Bobby check stroke. This is the Bobby Verified master symbol.

What it means

Bobby ID completed the approved full identity-verification process, which may include a supported identity document, a selfie, a liveness check and an identity match.

What it does not mean

It does not guarantee that a person is honest, safe, qualified, solvent or trustworthy. It is a statement about identity assurance, never a judgement of character.

Tooltip

Identity Verified — Bobby ID completed the approved full identity-verification process. It is a statement about identity assurance, not a judgement of character.

Accessible label

Identity Verified, Bobby ID verification level three of three

Revocation

Revoked on document expiry, on a failed re-verification, on confirmed fraud, or where a legal obligation requires it.

Bobby Silver — status membership

Positioning

Entry status membership — a first step above the free account.

Visual character

Quiet, restrained, cool. The lightest metal in the family.

Emblem

Notched medallion with one rank bar.

Indicative launch price

€4.99/month · €49/year

Pricing note

Indicative launch pricing, excluding tax.

Access

Open to purchase at launch.

Bobby Gold — status membership

Positioning

Mid status membership — the mainstream paid tier.

Visual character

Warm metal, still institutional. Confident, never flashy.

Emblem

Notched medallion with two rank bars.

Indicative launch price

€9.99/month · €99/year

Pricing note

Indicative launch pricing, excluding tax.

Access

Open to purchase at launch.

Bobby Platinum — status membership

Positioning

Top status membership — the highest openly purchasable status tier.

Visual character

Cool, precise, technical. Pale metal with an Identity Blue accent.

Emblem

Notched medallion with three rank bars.

Indicative launch price

€19.99/month · €199/year

Pricing note

Indicative launch pricing, excluding tax.

Access

Open to purchase at launch.

Bobby Travel — concierge membership

Positioning

Concierge membership for travel service, delivered by BobbyTravel.com. Bobby ID sells and holds the entitlement; it does not deliver the travel service.

Visual character

Identity Blue service plate with a Security Cyan service arc. Calm, operational.

Emblem

Cut-corner service plate with a service arc.

Indicative launch price

€39/month · €390/year

Pricing note

Indicative launch pricing, excluding tax. Travel services are billed separately by BobbyTravel.com.

Access

Open to purchase at launch, subject to service availability.

Bobby Business — concierge membership

Positioning

Concierge membership for professional and business use.

Visual character

Deep institutional navy, squared and administrative.

Emblem

Cut-corner service plate with a desk rule.

Indicative launch price

€79/month · €790/year

Pricing note

Indicative launch pricing, excluding tax.

Access

Open to purchase at launch.

Bobby Black — concierge membership

Positioning

Invitation-only concierge membership at the top of the catalogue.

Visual character

Near-black plate, one cool-metal hairline, no ornament. Restraint is the signal.

Emblem

Cut-corner service plate, mark only, cool-metal hairline.

Indicative launch price

€2500/year

Pricing note

Indicative annual launch pricing, excluding tax. By invitation only; never publicly purchasable.

Access

Invitation only. Never listed with a buy button.

Bobby ID owns

• Owns identity, verification levels, membership catalogue, billing, entitlements and the badge system.
• Sells memberships and records what an account is entitled to.
• Exposes entitlements to other Bobby platforms through an authorised API.

BobbyTravel.com owns

• Owns travel and concierge service delivery, itineraries, bookings, supplier relationships and travel support.
• Consumes Bobby ID entitlements; it never issues, upgrades or revokes them.
• Bills travel services separately from the Bobby ID membership fee.

Administrative model

• Every verification level and membership is a server-side entitlement record with an issuer, an evidence reference, a granted timestamp, an expiry and a revocation reason.
• Badges are rendered from entitlements at read time; no badge state is ever stored on a profile row or trusted from the client.
• Verification grants are only ever written by the verification pipeline; membership grants are only ever written by the billing pipeline. Neither may write into the other's table.
• Every grant, renewal, downgrade and revocation is written to an append-only audit log with the acting administrator.
• Administrative override requires an explicit reason and is itself audited; it can never fabricate a verification level from a payment event.

API and MCP model

• A future read API exposes verification level and membership as separate, independently-scoped fields — never a single merged “status”.
• Scopes are separated: reading assurance and reading commercial entitlement are distinct permissions with distinct consent copy.
• Responses carry the level identifier, the label, the tooltip text and the accessible label so consumers cannot invent their own wording.
• A future MCP surface exposes the same fields read-only, with no tool able to grant, upgrade or revoke anything.
• Badge artwork is served only from the canonical Bobby ID image layer so third parties cannot substitute their own artwork.

Definitions

Anonymous placeholder

Neutral silhouette at 35% ink on Pale Security Blue. Used before any profile data exists.

Initials avatar

One or two initials, IBM Plex Sans SemiBold, Deep Navy on Pale Security Blue.

No-photo account

Same silhouette at 55% ink — a real account that simply has no picture.

Verified profile

Initials or photo plus the Identity verified hexagon at the lower-right, on its own knock-out disc.

Organization placeholder

Outlined rounded rectangle. Reserved for future organisation accounts; not in use yet.

Rules

• Circular and rounded-square presentations are both official; one presentation per surface.
• Photographs are centre-cropped to a square; the face must sit inside the central 80% safe area.
• The verification badge occupies 32% of the avatar width at the lower-right, with a 2px knock-out ring in the surface colour.
• A ring, glow or border is never the only indicator of assurance — the badge shape and the text label carry it.
• Alt text describes the person or account, never the assurance state: 'Profile picture of Sam Rivers', with verification exposed as text.

Relying-party sign-in block

Tone

Plain

Short sentences. Everyday words. No security theatre.

Precise

Say what was verified, when, and by what means — never 'trusted'.

Calm

No urgency, no scare tactics, no countdowns.

Non-coercive

Consent language offers a real choice, including declining.

Accountable

Every claim on a surface must be true of the current product.

Photography and illustration

• Prefer diagram, document and interface imagery over stock photography.
• If people appear, show ordinary people in ordinary settings — never handcuffs, hoodies, padlocks, glowing shields or matrix code.
• No biometric close-ups, iris scans, fingerprints or facial-recognition overlays.
• Illustration is flat, two-tone (Deep Navy plus one cyan), hairline-weight, no gradients.
• Never illustrate a government document, passport page or ID card that could be mistaken for a real one.

What the card is

• A Bobby ID Card is a presentation of a Bobby ID. It is never a government identity document, passport, driving licence, payment card, travel document or event ticket.
• The printed or stored card proves nothing on its own. Only the live Bobby ID presentation, reached by scanning the code, shows current status.
• The card shows the minimum needed to recognise the holder: handle, avatar or verified photo, verification level and — where the holder allows it — membership.
• No legal name, date of birth, address, document number, email address or telephone number is ever printed on a Bobby ID Card.
• Verification and membership keep their canonical separation on the card exactly as they do everywhere else: arch family lower right, membership upper right.
• The holder can revoke a card at any time. A revoked card resolves to a revoked live presentation, never to a blank or ambiguous page.

Information disclosure

Handle

Always shown. It is the public identifier of a Bobby ID.

Avatar or verified photo

Photo only on a V3 card; otherwise the avatar, labelled as not a verified photo.

Verification level

Exactly one level is shown, with its own wording. Never merged with membership.

Membership

Shown only when the holder chooses to show it, and never described as verification.

Presentation ID

An opaque identifier for this presentation only. It is not an account ID and cannot be enumerated.

Presentation number

A human-readable grouping of the same opaque identifier, for reading aloud at a desk.

Live status

Never printed as a fact. The card states when the status was last checked and points to the live presentation.

Legal name

Never shown on any card variant.

Date of birth

Never shown. Age assurance is expressed as a threshold badge only.

Address, document number, contact detail

Never shown, never encoded in the QR, never returned by the live presentation.

QR destination and design

• The QR encodes one opaque presentation URL and nothing else — no personal data, no membership, no verification claim, no signed assertion the reader could misread.
• Presentation identifiers are random and opaque. Sequential or guessable identifiers are forbidden because they would allow enumeration of Bobby IDs.
• Every demonstration asset encodes a reserved demonstration destination. No concept asset points at a live Bobby ID.
• The branded QR reserves a centred clear area for the A1.2 beeldmerk and uses the error-correction budget that reserve consumes; the code is validated after generation.
• Minimum printed module size and a four-module quiet zone are mandatory. The incorrect-use reference shows what is rejected: cropped quiet zone, low contrast, stretched modules, decorated modules.
• A scan is a read. Scanning never grants, upgrades, extends or revokes anything.

Print production

Format

ID-1, 85.60 × 53.98 mm

Bleed

3 mm on all sides

Safe zone

4 mm inside the trim

Corner radius

3.18 mm

QR minimum

18 mm with a four-module quiet zone

Colour

P3 Digital Passport Blue; Security Cyan for non-text graphics only

Live presentation — /id/{presentation_guid}

• Active — The presentation is current and the stated assurance holds.
• Expired — The presentation lapsed. Nothing here confirms an identity today.
• Revoked — The holder withdrew this presentation. Ask for a current Bobby ID.
• Suspended — Bobby ID suspended the presentation pending review.

Verifier console — /console/id-verifier

• Results are distinguished by shape and wording first, colour second, so the console works in bright light and for colour-blind staff.
• The console shows only what the presentation already discloses. It never reveals fields the card withholds.
• Every scan states who is scanning, for which event, which fields are read, what is recorded and how long the record is kept, before the first scan.
• The console registers entrance. It never sells, never issues tickets and never confirms a ticket purchase.

Light and dark use

On light fields use Deep Navy. On Deep Navy or Identity Blue fields use White. Identity Blue ink is permitted on White and Cool Paper only. Never place Identity Blue ink on Deep Navy (2.30:1).

Monochrome and print

One ink, full black or full white, with all counters preserved. The W3-b wordmark carries the same metrics as W3-a so monochrome and colour lockups never re-flow.

Print from the PDF or SVG masters. Convert RGB to CMYK at the plate stage using the CMYK guidance in the colour system. Pantone references are approximate and must be confirmed against a physical guide. Below 16mm, use the A1.2 cutdown; below 5mm do not print the mark at all.

Identity providers — risk Medium

Okta, Auth0, Ping Identity, ForgeRock, Clerk, WorkOS, Stytch, itsme, Yoti

Blue-dominant palettes are near-universal in this category; several use geometric abstract marks. Bobby ID's colour alone does not separate it. Separation currently rests on the bracket construction, the credential register and the single-word Bobby label.

Password managers — risk Low

1Password, Bitwarden, Dashlane, LastPass, Proton Pass

That category leans on locks, shields and keyholes. Bobby ID uses none of those, so structural confusion is unlikely.

Authentication platforms and 2FA — risk Low–Medium

Authy, Duo, Twilio Verify, Google Authenticator

Duo's abstract mark and several checkmark-based marks share the assurance idiom. Bobby ID's badges avoid a bare checkmark as the top state; the hexagon carries the brand glyph instead.

Verification companies — risk Medium

Onfido, Jumio, Veriff, Persona, Sumsub, ID.me

Some use face frames, crop-corner brackets or scan targets. Bobby ID's brackets close along the outer edge as a held container rather than four detached corner ticks — this is the single most important optical difference and must not be softened in future revisions.

Developer tools and bracket-based technology brands — risk Medium–High

Bracket/console marks in API, terminal, CI and IDE tooling

Square brackets are common shorthand for code. At 16px in a crowded tab strip, the mark can still read as punctuation. A1.2's wider counters and thicker stroke reduce but do not remove this.

Government identity schemes — risk Low

National eID and digital identity wallets

No crest, flag, seal, rosette, star ring or civic typography is used, and no wording implies state authority. This distance must be maintained deliberately.

Ownership and approval

Bobby ID brand owner (project owner of record).

Any change to the mark, wordmark, palette, button or badge system requires a written decision record appended to BOBBYID-SITE-GOVERNANCE.md before assets are regenerated.

brand@bobbyid.com (address not yet provisioned — placeholder pending Phase 2 infrastructure).

Known limitations

• No trademark clearance has been performed. Visual review only.
• P3 is the closest of the four explored palettes to generic technology blue; separation depends on the mark and the credential register.
• The brand carries two cyan values with different jobs. Any drift toward treating them as interchangeable breaks accessibility.
• Pantone references are visual approximations and must be confirmed against a physical guide before printing.
• brand@bobbyid.com is a placeholder; no mailbox exists yet.