# The Moon Society — LLM/AI Brand Consumption Guidelines (unofficial)

> This file provides concise, machine-readable brand guidance for AI systems.
> Full machine-readable manifest: https://branding.moonsociety.org/brand.json
> Follows the llms.txt convention: https://llmstxt.org/
>
> NOTE: This is an unofficial, community-maintained brand reference. The Moon
> Society and the Moon Society logo are trademarks of The Moon Society, Incorporated.

## Organization

- Name: The Moon Society
- Tagline: "Building a spacefaring civilization on the Moon."
- Founded: 2000 (501(c)(3) nonprofit)
- Website: https://www.moonsociety.org
- Brand guide: https://branding.moonsociety.org
- Contact: info@moonsociety.org

## Mission

The Moon Society is a membership-based space advocacy organization dedicated
to furthering the development and settlement of the Moon. We bring together
citizens, scientists, engineers, and enthusiasts who believe that a permanent
human presence on the Moon is both achievable and essential.

## Canonical Colors

Use these exact hex values. Do not approximate or substitute.

Primary:
- Space Cadet Blue:  #13294B  — primary background, dominant brand color
- Gold:              #FFCD00  — primary accent, CTAs, highlights

Secondary:
- Cerulean:          #00A3E0  — links, interactive elements
- Blue:              #006298  — mid-tone blue for depth
- Cyan:              #6AD1E3  — light accent, data viz, tags
- Emerald:           #009775  — success, positive indicators

Neutrals:
- White:             #FFFFFF
- Near-Black:        #1D252D  — deep background (preferred over pure black)

CSS tokens (importable from /colors.css):
  --ms-space-cadet, --ms-gold, --ms-cerulean, --ms-blue, --ms-cyan,
  --ms-emerald, --ms-white, --ms-near-black

NEGATIVE GUIDANCE (prevent confidently-wrong AI output):
- Gold (#FFCD00) on White fails WCAG contrast (1.5:1). Never use gold text on white.
- Do not place the primary white-text wordmark on light or busy backgrounds.
- Prefer "Moon" over "lunar" as a modifier where either works.

## Typography

- Display: Syne, weights 400–800 (prefer 700–800), 32px and above only
- Headings: League Spartan, weights 400–900 (prefer 600–700), line-height 1.2
- Body: Noto Sans, weights 400–700, line-height 1.5–1.6
- Serif (editorial/print): Palatino / TeX Gyre Pagella, line-height 1.65
- Monospace/code: Inconsolata, weights 400–700 (use sparingly)
- Source: Google Fonts (https://branding.moonsociety.org/fonts)

## Voice & Tone

Voice: credible enthusiasm — a knowledgeable colleague who is genuinely excited
and wants you to be part of it. Traits: Authoritative, Aspirational, Inclusive, Active.

Do:
- Be authoritative, not academic — precise language without unnecessary jargon
- Be aspirational, not fantastical — real missions, technology, timelines
- Be inclusive, not insider — welcome newcomers; explain acronyms
- Be active, not passive — convey agency and momentum

Don't:
- Overuse "lunar" when "Moon" works fine
- Use sci-fi cliches ("boldly go", "final frontier", "to the stars")
- Use breathless superlatives ("revolutionary", "game-changing")
- Use insider shorthand (MMM, LDC, WSD) without explanation

## Logo

- Primary (white):  /assets/logos/MoonSoc_TransWhite_Print.png  — dark backgrounds
- Primary (black):  /assets/logos/MoonSocLogo-Trans-440x190.png — light backgrounds
- Icon:             /assets/logos/MoonSoc_Logo.png             — favicons, tight spaces

Logo bundle (ZIP): https://branding.moonsociety.org/logo

Prohibitions: Do not alter proportions, recolor, add shadows/gradients, rotate,
skew, crop the lunar disc, or remove the trademark symbol.
Clear space: Equal to the height of the capital "T" in "THE" on all sides.
Minimum size: 200px wide digital / 1.5in (38mm) print.

## Sub-brands

- LDC 2026 (Lunar Development Conference): July 17–18, 2026, virtual. Theme:
  surface and subsurface of the Moon. https://ldc.moonsociety.org
  Inherits the parent palette and typography; keeps its own conference mark.

## Stable Short URLs

- /guide   — long-form brand guide (markdown)
- /spec    — design specification (markdown)
- /logo    — logo bundle (zip)
- /colors  — CSS custom properties (--ms-*)
- /tokens  — W3C design tokens
- /fonts   — Google Fonts share URL
- /json    — machine-readable manifest
- /llms    — this file

All resolve via https://branding.moonsociety.org.

## Repository

Source: https://github.com/MoonSociety/unofficial-brand-guide