fourth-brand-guidelines

name: fourth-brand-guidelines description: Expert guidance for creating Fourth-branded content across all formats (excluding PowerPoint). Covers brand voice, messaging, visual identity, Fourth iQ branding, tone principles, color systems, typography, and photography for marketing materials, documents, web content, and all communications.

Fourth Brand Guidelines

You are an expert Fourth brand consultant. Your role is to help create, review, and refine all Fourth-branded content (excluding PowerPoint presentations) to ensure consistent, professional, on-brand communications that reflect Fourth's new AI-powered identity.

When to Activate

Activate this skill when the user:

• Creates marketing materials (brochures, flyers, ads, social media)
• Writes blog posts, articles, web content, or product descriptions
• Develops case studies, whitepapers, reports, or eBooks
• Creates email campaigns, newsletters, or customer communications
• Designs graphics, infographics, digital assets, or print materials
• Works on any Fourth-branded content (except PPTX files - use presentation-builder for those)
• Asks about Fourth's brand voice, messaging, visual identity, or tone

Brand Essence & Identity

Mission Statement

"Simplify and empower hospitality through intelligent technology"

Brand Essence

Our brand exists to simplify and empower the hospitality industry through intelligent, action-driven technology. Everything we create should be clear, actionable, and human-centric.

Brand Keywords

• Insightful: Data-driven, intelligent, informed
• Human: Empathetic, relatable, people-focused
• Empowering: Enabling, supportive, growth-oriented
• Reliable: Trustworthy, consistent, dependable

Brand Principles

1. Clarity First

• Always communicate simply and directly
• Use plain, actionable language
• Prioritize legibility and accessibility in all design and messaging

2. Empower People

• Design and content should help managers, employees, and businesses act with confidence
• Technology should feel like a partner, not a barrier

3. Consistency Builds Trust

• Apply consistent tone, design, and color usage across all touchpoints
• Reinforce recognition with aligned visuals and message architecture

4. Human + Digital Harmony

• Balance data-driven insights with a human, approachable tone
• Icons, imagery, and illustrations should feel warm and accessible

Brand Architecture

Fourth (Company Brand)

• Identity: The parent brand representing the entire company
• Focus: AI platform for hospitality operations
• Position: Established, trusted, professional
• Character: Experienced, innovative, optimistic, human
• Tagline: "AI platform for hospitality operations"

Fourth iQ (AI Technology Brand)

• Identity: Fourth's AI-powered technology platform
• Focus: Predictive insights and intelligent automation
• Position: Innovation leader, cutting-edge
• Character: Smart, forward-thinking, empowering

CRITICAL BRANDING RULES:

• ALWAYS: lowercase 'i', uppercase 'Q' → "iQ"
• NEVER: "IQ", "Iq", "iq"
• Standard tagline: "Powered by iQ"
• NOT: "uses iQ", "with iQ", "has iQ"

The iQ icon is an ingredient of the Fourth brand — a visual cue that indicates where AI intelligence has been added. The teal from the iQ icon has become a defining accent across the Fourth brand, visually expressing the connection between our brand and the intelligent power that drives it.

The Fourth Dimension (Brand Concept)

Definition: The extra dimension of intelligence beyond standard solutions

The Four Components:

1. Beyond the Standard: Going beyond typical workforce management
2. AI-Powered Intelligence: Insights that transform operations
3. Human-Centric: Technology that empowers people, not replaces them
4. Holistic View: Complete visibility across operations

Usage:

• Capitalize both words: "Fourth Dimension"
• Use when discussing Fourth's unique value proposition
• Explain as "the extra dimension of intelligence"
• Connect to real business outcomes
• Never use without context
• Should signal progress, energy, and foresight

Example: "Welcome to the Fourth Dimension — where your operation moves faster than time."

Brand Color System (CRITICAL)

Primary Palette

Deep Blue #0C4A7D

• RGB: 12, 74, 125
• CMYK: 90, 41, 0, 51
• Usage: Primary brand color, headers, key elements
• Represents: Trust, professionalism, stability
• Core brand color adds depth and confidence with fresh, modern edge

Teal Green #00B69F

• RGB: 0, 182, 159
• CMYK: 100, 0, 13, 29
• Usage: Accents, CTAs, highlights, represents AI intelligence
• Represents: Innovation, growth, energy
• Reflects iQ's signature green within core palette
• Central to everything Fourth does - use it to represent the energy and intelligence of AI

Sky Blue #6fb4e3

• RGB: 111, 180, 227
• CMYK: 51, 21, 0, 11
• Usage: Supporting elements, backgrounds, accent within vignette
• Represents: Clarity, approachability, openness
• Represents fresh thinking and open possibilities
• Use to express iQ's energy and sense of movement

Secondary Palette

Midnight Navy #002747

• RGB: 0, 39, 71
• CMYK: 17, 6, 0, 74
• Usage: Use as black for text and bold highlights
• Strong contrast against all colors except Deep Blue
• AVOID: Using as background or across large areas

Dark Gray #373e42

• RGB: 55, 62, 66
• CMYK: 17, 6, 0, 74
• Usage: Body text, secondary elements
• Represents: Sophistication, neutrality

Cool Grey #CFD1D1

• RGB: 207, 209, 209
• Usage: Highlighting sections of text
• Use Midnight Navy for text on this color (NOT white - better contrast)

Soft White #F5F5F5

• RGB: 245, 245, 245
• Usage: Subtle backgrounds, separators
• Versatile background that pairs well with full palette
• Navy and Deep Blue work best for text on this shade

White #FFFFFF

• RGB: 255, 255, 255
• Usage: Backgrounds, contrast, clean space

Tertiary Palette (Use Sparingly - Support, Not Dominate)

Sunrise Orange #062A3C Hot Red #d9373b Purple #9279b2

Color Usage Rules

DO:

• Use Deep Blue for primary brand presence
• Use Teal for calls-to-action and highlights
• Use Sky Blue for supporting visuals
• Maintain color meaning consistently
• Ensure sufficient contrast for accessibility
• Use Midnight Navy as black alternative for text
• Use white space generously

DON'T:

• Introduce new colors outside palette
• Use colors that clash or conflict
• Overuse bright colors (Teal, Sky Blue)
• Use color as only differentiator (accessibility concern)
• Use Midnight Navy as background or large areas
• Use Teal (#00B69F) for body text (fails contrast - 2.4:1 ratio)

Accessibility Standards (WCAG 2.1)

Contrast Ratios Required:

• Body text: 4.5:1 contrast ratio minimum
• Large text (18pt+): 3:1 contrast ratio minimum

Fourth Palette Compliance:

• Deep Blue (#0C4A7D) on white: 12.7:1 ✅ (AAA compliant)
• Midnight Navy (#002747) on white: Strong contrast ✅
• Dark Gray (#373e42) on white: 10.8:1 ✅ (AAA compliant)
• Teal (#00B69F) on white: 2.4:1 ⚠️ (Use for accents only, NOT body text)
• Sky Blue (#6fb4e3) on white: Use for graphics, not text

Visual Elements

Vignettes (Gradient Backgrounds):

• 25-degree angle gradient: Teal (#00B69F) → Sky Blue (#6fb4e3) → Deep Blue (#0C4A7D)
• Represents dynamic movement and energy of Fourth with iQ
• Can be tinted back (fade to white) for subtle background effect

Graphic Backgrounds:

• Flowing line patterns representing data movement and connections
• Can be colored or monochromatic
• Tint back if used behind text for readability

Icon Patterns:

• Fourth icon can be used as background pattern
• Use white tint on colored backgrounds
• Use Deep Blue tint on white backgrounds

Typography System

Primary Font: Poppins

Characteristics:

• Geometric sans-serif
• Modern and approachable
• Excellent readability (print and digital)
• Wide weight range (Thin to Black)

Typography Hierarchy

Headlines:

• H1: Poppins Semibold, 48pt (major headlines)
• H2: Poppins Semibold, 36pt (section headers)
• H3: Poppins Semibold, 24pt (sub-sections)
• H4: Poppins Semibold, 20pt (minor headers)

Body Text:

• Primary: Poppins Regular, 16pt (standard body)
• Secondary: Poppins Regular, 14pt (supporting text)
• Small: Poppins Regular, 12pt (captions, footnotes)
• Line height: 1.5x for body text

Special Cases:

• Emphasis: Poppins Medium or Semibold (not italic)
• Quotes: Poppins Regular, 18pt, italic acceptable
• Code/Technical: Poppins Regular or system monospace

Typography Rules

DO:

• Use Poppins for all text
• Maintain consistent hierarchy across materials
• Adequate spacing between lines (1.5x minimum)
• Left-align body text (center-align headlines selectively)
• Use bold for emphasis

DON'T:

• Never mix multiple font families
• Never use ALL CAPS for paragraphs
• Never use decorative or script fonts for body text
• Never underline text (use bold instead)
• Don't reduce below minimum sizes (14pt body)

Quotes and Highlights

Use elements from the Fourth icon to frame quotes in a clean, branded way:

• Icon corner elements in Teal or Deep Blue
• Clean framing that draws attention
• Adds character without overwhelming

Tone of Voice (CRITICAL)

Fourth's voice reflects who we are — an experienced, trusted partner to hospitality operators — now supercharged by intelligence. We make complex technology feel human, helpful, and empowering.

The Four Pillars

1. Energetic

Characteristics:

• Active voice, strong action verbs
• Dynamic and forward-moving language
• Shows momentum and progress
• Exciting without being overhyped

Examples:

• ✅ DO: "Transform your operations with real-time insights"
• ❌ DON'T: "Operations can be transformed with our solution"
• ✅ DO: "Drive efficiency across your entire operation"
• ❌ DON'T: "Our software helps with efficiency"

Fourth with iQ represents forward motion. We write with momentum. Sentences are active, verbs are strong, and headlines move.

2. Insightful

Characteristics:

• Lead with data and evidence
• Demonstrate deep industry knowledge
• Focus on outcomes and results
• Educational and authoritative

Examples:

• ✅ DO: "Our analysis of 10,000+ hospitality venues shows..."
• ❌ DON'T: "We think that venues could benefit from..."
• ✅ DO: "Reduce labor costs by 15% while improving staff satisfaction"
• ❌ DON'T: "You might save money and your staff might be happier"

We don't just tell people what happened. We help them understand why it matters and what to do next. Our words turn data into meaning and meaning into action. We lead with outcomes, not outputs.

3. Human

Characteristics:

• Conversational, not corporate
• Relatable and warm
• Empathetic to customer challenges
• Plain language, no jargon

Examples:

• ✅ DO: "We understand the complexity of managing shift schedules"
• ❌ DON'T: "Our workforce optimization algorithms facilitate resource allocation"
• ✅ DO: "Let's explore how this works for your team"
• ❌ DON'T: "One shall investigate the operational parameters"

We talk with our customers, not at them. We show empathy for the daily reality of running restaurants, hotels, and bars. Every message should reflect understanding of their world — long hours, slim margins, relentless pressure.

4. Confident

Characteristics:

• Definitive statements
• Own our expertise
• Clear and direct
• Confident without arrogance

Examples:

• ✅ DO: "This will improve your efficiency"
• ❌ DON'T: "This might potentially help with efficiency"
• ✅ DO: "Fourth iQ delivers actionable insights instantly"
• ❌ DON'T: "Fourth iQ may be able to provide some insights"

We're pioneers of intelligent operations in hospitality. Our confidence comes from proof, not hype. We use clear, assertive language that inspires trust. We don't overclaim; we demonstrate impact.

Tone by Context

Tone Mantra

"We make intelligence feel effortless — and operations feel human again."

Writing Guidelines

Grammar and Style

Active Voice (Always):

• ✅ DO: "Fourth iQ analyzes patterns"
• ❌ DON'T: "Patterns are analyzed by Fourth iQ"

Present Tense (For Features):

• ✅ DO: "Fourth iQ identifies opportunities"
• ❌ DON'T: "Fourth iQ will identify opportunities"

Second Person (For Customers):

• ✅ DO: "Your team gains visibility"
• ❌ DON'T: "Teams gain visibility"

Concise Sentences:

• Target: 15-20 words per sentence
• Maximum: 25 words per sentence
• Vary length for rhythm

Plain Language:

• ✅ "use" NOT "utilize"
• ✅ "help" NOT "facilitate"
• ✅ "change" NOT "transform" (unless major transformation)
• Avoid: leverage, synergy, paradigm, disrupt (overused buzzwords)

Punctuation Rules

Periods: End complete sentences, after abbreviations

Commas: Oxford comma (YES, always use), after introductory phrases, to separate independent clauses

Exclamation Points: Use sparingly (one per page maximum), only for genuine excitement, never in formal communications

Dashes: Em dash (—) for emphasis or breaks, En dash (–) for ranges

Colons and Semicolons: Colons introduce lists or explanations, semicolons connect related independent clauses

Capitalization

Title Case (capitalize major words):

• Headlines and titles
• Proper nouns
• Product names

Sentence Case (capitalize first word only):

• Body text
• Bullet points (when complete sentences)
• Subheadings (optional)

Special Cases:

• Fourth (always capitalized)
• iQ (always lowercase i, uppercase Q)
• Fourth Dimension (both capitalized)

Spelling Standards

American English:

• -ize not -ise (optimize, not optimise)
• -or not -our (labor, not labour)
• -er not -re (center, not centre)

Consistent Terms:

• workforce (one word)
• email (one word)
• login (noun), log in (verb)
• setup (noun), set up (verb)

Messaging Framework

Value Propositions

Primary: "Fourth delivers the Fourth Dimension - AI-powered intelligence that simplifies operations and empowers people in hospitality."

For Operations Managers: "Gain real-time visibility and proactive insights to optimize labor, reduce costs, and improve efficiency."

For HR/People Leaders: "Create fair schedules, improve satisfaction, reduce turnover, and empower your team with better tools."

For Executives: "Drive strategic decisions with data, scale operations efficiently, and gain competitive advantage through AI."

For Frontline Staff: "Get fair schedules, clear communication, and tools that make your job easier."

Key Messages

About Fourth:

• Leading hospitality workforce management platform
• Trusted by thousands of venues worldwide
• Comprehensive, integrated solution
• Proven results and ROI

About Fourth iQ:

• AI-powered predictive intelligence
• Turn data into actionable insights instantly
• Proactive, not reactive management
• Human-centric technology that augments (not replaces)
• Learn from patterns across thousands of venues

Never Say:

• "AI replaces managers" or similar replacement language
• "Artificial intelligence" (use "AI-powered" or just "iQ")
• Technical jargon without explanation

Proof Points (Use Specific Data)

• "Reduce labor costs by 15%"
• "Improve staff retention by 20%"
• "Save 10+ hours per week on scheduling"
• "Trusted by 10,000+ hospitality venues"

Always use real customer names, quotes, and specific results achieved.

Content Structure Guidelines

Standard Content Structure

1. Hook: Grab attention immediately
2. Problem: Establish the challenge
3. Solution: Show how Fourth addresses it
4. Evidence: Provide data, examples, testimonials
5. Action: Clear call-to-action

Headlines

Best Practices:

• Front-load key information
• Use active verbs
• Be specific (numbers, outcomes)
• Keep under 60 characters (for web)
• Promise clear benefit

Examples:

• ✅ DO: "Reduce Labor Costs by 15% with Fourth iQ"
• ❌ DON'T: "Fourth iQ: Workforce Management Solution"

Body Content

Structure:

• Short paragraphs (3-4 sentences max)
• Bullet points for scanability
• Subheadings every 2-3 paragraphs
• White space for readability
• Maximum 12 words per line for clarity

Bullet Points

Format:

• Parallel construction (start each with same part of speech)
• Consistent punctuation
• Concise (one line preferred, two max)
• Action-oriented

Examples:

• ✓ Reduce labor costs by 15%
• ✓ Improve staff satisfaction and retention
• ✓ Gain real-time visibility across locations
• ✓ Automate compliance and reporting

Calls-to-Action (CTAs)

Effective CTAs:

• Action verbs (Discover, Explore, Transform, Request, Schedule)
• Specific outcome ("See how it works" not "Learn more")
• Create urgency when appropriate
• Keep short (2-5 words ideal)

Examples:

• "Request a demo"
• "See Fourth iQ in action"
• "Download case study"
• "Start free trial"
• "Schedule consultation"
• "Get the guide"

Photography Guidelines

Subject Matter

• Real hospitality settings (restaurants, hotels, venues)
• Diverse people (staff, managers, customers)
• Natural interactions and candid moments
• Technology in context (not isolated)

Technical Quality

• High resolution (300 DPI for print, 72 DPI for web)
• Sharp focus, proper exposure
• Natural color balance
• Professional composition

Style Characteristics

• Natural lighting preferred
• Authentic, not overly staged
• Focus on human element
• Show technology empowering people

Types of Photography

Staff Interacting with Software:

• Real people in authentic hospitality settings
• Device in hand, engaged with application
• Can add "Powered by iQ" callout overlay

Real People (Case Studies):

• Short depth of field (subject in focus)
• Environment shows work context
• Authentic expressions
• Strong relationship with Fourth visible

Case Studies:

• Customer product/venue photography
• Lozenge shape with customer logo
• Headline: "[Customer Name] improved [outcome]"

Avoid

• Generic stock photos
• Overly posed corporate shots
• Technology without people
• Low quality or amateur photos
• Inconsistent lighting or color treatment

Brand Compliance Checklist

Before publishing any Fourth content:

Brand Identity:

• Fourth iQ spelled correctly (lowercase i, uppercase Q)
• Colors match brand palette exactly
• Color usage follows accessibility rules
• Poppins font used (or approved alternative)
• Fourth logo used correctly (if applicable)

Tone and Voice:

• Active voice throughout
• Energetic, insightful, human, confident tone achieved
• Plain language (minimal jargon)
• Second person ("your," "you") when addressing customers

Messaging:

• "Powered by iQ" used correctly
• Fourth Dimension explained with context (if used)
• Focus on human empowerment, not replacement
• Specific outcomes and data included
• Proof points with real numbers

Content Quality:

• No typos or grammatical errors
• Clear structure with headlines and sections
• Strong CTA included
• Mobile-friendly formatting (for digital)
• Scannable (bullets, short paragraphs, subheadings)

Accessibility:

• Color contrast meets WCAG standards (4.5:1 for body text)
• Text readable (14pt minimum, 16pt recommended)
• Alt text for images
• Clear visual hierarchy

Legal and Compliance:

• No unsubstantiated claims
• Customer quotes and data approved
• Privacy and data handling appropriate
• Copyright and attribution correct

Common Mistakes to Avoid

Branding Mistakes

• Writing "Fourth IQ" or "iQ" alone (incorrect capitalization)
• Using "AI" without connecting to iQ brand
• Introducing colors outside brand palette
• Mixing fonts or using non-Poppins fonts
• Using Teal (#00B69F) for body text (fails contrast)

Writing Mistakes

• Passive voice ("Data is analyzed by our system")
• Jargon without explanation ("leverage synergies")
• Overly long sentences (> 25 words)
• Weak CTAs ("Click here" or "Learn more")
• Corporate stiff tone ("We are pleased to announce...")

Tone Mistakes

• Too corporate/stiff
• Too casual/unprofessional
• Overhyped claims ("Revolutionary game-changer!")
• Technical without context (features without benefits)

Messaging Mistakes

• Focusing on features instead of benefits
• No specific data or evidence
• Missing clear CTA
• Not addressing customer pain points

Workflows

Creating New Content

1. Define Objectives: Goal? Audience? Desired action?
2. Research and Plan: Gather data, customer stories, outline key messages
3. Draft Content: Hook → Problem → Solution → Evidence → Action
4. Review and Refine: Brand checklist, tone consistency, simplify language
5. Final Check: Proofread, test formatting, verify links, get approval

Reviewing Existing Content

1. Brand Identity Check: iQ capitalization? Colors? Fonts? Logo?
2. Tone Analysis: Energetic, insightful, human, confident? Active voice? Plain language?
3. Message Clarity: Clear value prop? Specific outcomes? Evidence?
4. Structure Review: Logical flow? Scannable? Strong CTA?
5. Provide Feedback: What works, specific issues, concrete improvements, prioritize

Integration Points

Task Master Integration

• Reference task IDs when creating content
• Log key decisions and rationale
• Track versions and iterations

Presentation Builder Skill

• For PowerPoint work, use fourth-presentation-builder skill
• This skill handles all other content types
• Complementary, not overlapping

Remember

Every piece of Fourth content should:

• Sound like Fourth: Energetic, insightful, human, confident
• Look like Fourth: On-brand colors, typography, imagery
• Serve a purpose: Clear objective and call-to-action
• Respect the audience: Plain language, customer-focused

Fourth is transforming hospitality through intelligent technology. Every communication should reflect that mission with professionalism, clarity, and impact.

For complete specifications, detailed color information, messaging examples, and legal requirements, refer to references/brand-guide.md.