# Nexus ReGen — Brand & Design System

> Nexus ReGen is the UK's materials management platform for construction. One platform to plan, source, move and prove every material on every project — cutting costs, simplifying compliance, and making reuse the default.

This file is for LLMs and agents working with the Nexus ReGen brand. It contains the canonical brand identity, voice rules, colour tokens, and stable URLs for core assets. Pair with `/brand.json` for structured brand rules, `/assets.json` for the complete hosted asset manifest, and `/tokens.json` for W3C design tokens.

## Brand snapshot

- **Name**: Nexus ReGen (never "NexusReGen", "Nexus Regen", "Nexus-ReGen", or "NR" alone except as the monogram)
- **Tagline**: Materially smarter construction.
- **One-liner**: One platform to plan, source, move and prove every material on every project.
- **Category**: UK materials management platform for construction
- **Pillars**: Plan · Source · Move · Prove (always in that order)
- **Two-beat pitch**: Compliance opens the door. Cost closes the deal.
- **Headline proof points**: 26% average materials cost saving · 260+ organisations · 4,500+ live projects · £320B combined project value

## Colour tokens

Brand identity is two colours plus neutrals.

- **Penn Blue** — `#121541` — primary, anchor of the navy ramp (`--brand-600`)
- **Aureolin** — `#F7EC33` — accent, anchor of the yellow ramp (`--accent-400`)
- **Paper** — `#FFFFFF` — canvas

Supporting: Dodger Blue `#1E96FC` (data/links), Signal Red `#FF331F` (destructive), Pine Green `#17301C`, Humus `#484538`.
Semantic: Success `#17B26A`, Warning `#F79009`, Error `#F04438`.

The 60·30·10 rule: 60% paper/neutral, 30% Penn Blue, 10% Aureolin. Aureolin is a spotlight — one CTA, one highlight per view, never more.

## Typography

- **Body**: Inter, system fallback `-apple-system, 'Segoe UI', Roboto, Arial, sans-serif`
- **Mono**: JetBrains Mono, fallback `ui-monospace, SFMono-Regular, Menlo, monospace`
- **Display (Refine variant)**: Fraunces
- **Display (Horizon variant)**: Space Grotesk

## Voice

Confident, plain-English, construction-native — with enough wit to feel human, enough rigour to feel credible. Five voice principles: clear over clever, plain over corporate, specific over vague, confident over hedged, human over hollow.

Banned phrases include "leverage", "synergy", "best-in-class", "revolutionary", "disruptive", "next-generation", "unlock value", "circular economy" (use "reuse" instead), "stakeholders" (use "the people involved").

Say "materials movement" not "waste". Say "reuse" not "recycle". Say "every tonne tracked" not "comprehensive solution".

## Stable asset URLs

All assets are served from the public-assets R2 bucket, fronted at `assets.nexusregen.com`. SVG is the source; PNG / JPG mirrors exist for places vector isn't supported.

### Primary logos

Use these first. They have transparent backgrounds.

- Logo for light backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/nr-lockup-navy.svg
- Logo for light backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/nr-lockup-navy-2000.png
- Logo for dark backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/nr-lockup-yellow.svg
- Logo for dark backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/nr-lockup-yellow-2000.png
- Emblem for light backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/emblem-navy.svg
- Emblem for light backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/emblem-navy-1024.png
- Emblem for dark backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/emblem-yellow.svg
- Emblem for dark backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/emblem-yellow-1024.png
- Icon for light backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/emblem-navy.svg
- Icon for light backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/emblem-navy-1024.png
- Icon for dark backgrounds SVG: https://brand.nexusregen.com/downloads/marks-svg/emblem-yellow.svg
- Icon for dark backgrounds PNG: https://brand.nexusregen.com/downloads/marks-png/emblem-yellow-1024.png

The older `assets.nexusregen.com/nr/main/...` logo files include baked backgrounds and should not be the default for new work.

### Horizontal logotype (5 colourways × svg/png/jpg)

- Black base: `nr/logotype/nr-logotype-black` — formats: svg, png, jpg
- White base: `nr/logotype/nr-logotype-white` — formats: svg, png, jpg
- Light base: `nr/logotype/nr-logotype-light` — formats: svg, png, jpg
- Blue base: `nr/logotype/nr-logotype-blue` — formats: svg, png, jpg
- Dual (blue + yellow) base: `nr/logotype/nr-logotype-dual` — formats: svg, png, jpg

### Stacked logotype (vertical, 4 colourways × svg/png/jpg)

- Black base: `nr/stackedlogotype/nr-stackedlogotype-black` — formats: svg, png, jpg
- Blue base: `nr/stackedlogotype/nr-stackedlogotype-blue` — formats: svg, png, jpg
- White base: `nr/stackedlogotype/nr-stackedlogotype-white` — formats: svg, png, jpg
- Yellow & white base: `nr/stackedlogotype/nr-stackedlogotype-yellowwhite` — formats: svg, png, jpg

### Emblem variants (4 colourways × svg/png/jpg)

- Black base: `nr/emblem/nr-emblem-black` — formats: svg, png, jpg
- Blue base: `nr/emblem/nr-emblem-blue` — formats: svg, png, jpg
- White base: `nr/emblem/nr-emblem-white` — formats: svg, png, jpg
- Yellow base: `nr/emblem/nr-emblem-yellow` — formats: svg, png, jpg

### Favicons & app icons (svg + png)

- Favicon 1 base: `nr/icon/favicon1` — formats: svg, png
- Favicon 2 base: `nr/icon/favicon2` — formats: svg, png
- Favicon (filled) base: `nr/icon/favicon-filled` — formats: svg, png
- Favicon (thick blue) base: `nr/icon/favicon-thick-blue` — formats: svg, png
- Favicon (thick light blue) base: `nr/icon/favicon-thick-lblue` — formats: svg, png
- Favicon (thick yellow) base: `nr/icon/favicon-thick-yellow` — formats: svg, png
- Icon — blue rounded base: `nr/icon/nr-icon-blue-rounded` — formats: svg, png
- Icon — blue square (small) base: `nr/icon/nr-icon-blue-sq` — formats: svg, png
- Icon — square arrow (yellow on blue) base: `nr/icon/nr-icon-sq-arrow-yellow_on_blue` — formats: svg, png

### Backgrounds

- Background 1 base: `nr/bg/nr-bg-1` — formats: svg, png, jpg

### Legacy

- Legacy logo: https://assets.nexusregen.com/logo.png

## Boilerplates (ready to paste)

### Twitter / X bio (160 chars)

> Materially smarter construction — plan, source, move and prove every material.

### Short bio (under 280 chars)

> Nexus ReGen is the UK's materials management platform for construction. One place to plan, source, move and prove every material on every project.

### Standard bio

> Nexus ReGen is the UK's materials management platform for construction. We give teams one place to plan, source, move and prove every material on every project — cutting costs, simplifying compliance and making reuse the default. On average, our clients save 26% on materials costs while reducing carbon.

### Press boilerplate

> About Nexus ReGen. Nexus ReGen is the UK's materials management platform for construction. The platform gives teams one place to plan, source, move and prove every material on every project — cutting costs, simplifying compliance, and making reuse the default. Nexus ReGen is used by leading housebuilders, infrastructure programmes and 260+ organisations across 4,500+ live projects with a combined value of £320B. Clients save 26% on materials costs on average while becoming audit-ready and carbon-accountable from day one. For more information, visit nexusregen.com.

## Live references

- Brand & design system site: https://brand.nexusregen.com/
- Agent brief: https://brand.nexusregen.com/llms.txt
- Structured brand contract: https://brand.nexusregen.com/brand.json
- Hosted asset manifest: https://brand.nexusregen.com/assets.json
- W3C design tokens: https://brand.nexusregen.com/tokens.json
- Asset CDN: assets.nexusregen.com (R2 bucket; root has no index — fetch specific paths under /nr/ or /downloads/)
- Brand source repo: github.com/nexus-regen/nexus-brand (private — request access)
- Product (when applicable): https://app.nexusregen.com/
- Marketing site: https://nexusregen.com/

## When in doubt

- Default to navy on white. Navy carries authority. Yellow signals action.
- Don't put yellow on light grey — contrast fails. Use navy instead.
- Always pair the emblem with whitespace; padding 15% of the mark size minimum.
- The arrow points into the bottom-left. Don't flip, mirror, or rotate it.
- Numbers in copy: spell zero to nine, digits for 10+, always digits for tonnes / £ / percentages.