This page is the source of truth for AutoUncle's brand. It covers who we are, how we sound, how we look, and how the brand shows up across product, marketing, sales, and dealer-facing surfaces.
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The AutoUncle brand guidelines are organized into the umbrella (this page) plus two audience-specific sub-pages. This main page is the umbrella — AutoUncle as a company, the mother brand. The two sub-pages layer audience-specific execution on top.
Brand foundations that apply everywhere live here on this page. Audience-specific execution lives in B2B (dealer-facing) or B2C (consumer-facing).
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This is a living document. Comment inline, suggest edits, contribute to the sections below. Owner: Sofia Carvalho · [email protected]
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Dealer-facing execution — CoDriver dashboards, dealer admin, lead management, sales enablement, dealer marketing.
Use when: building anything shown to dealers. Deep Navy leads. Direct, peer-to-peer, business-savvy tone.
Do not use when: content will be seen by consumers → use B2C. External corporate content → use the corporate branding skill.
Consumer-facing execution — Deal Page, autouncle.com, trade-in, valuation, financing, consumer marketing, co-branding.
Use when: building anything shown to consumers. AU Blue leads. The Uncle voice (honest / direct / warm / sober).
Do not use when: content is only seen by dealers → use B2B. Corporate/investor content → use the corporate branding skill.
| Surface | Which guidelines to use |
|---|---|
| Any dealer-facing product UI (CoDriver dashboards, admin, lead management) | Common + B2B |
| Any consumer-facing product UI (Deal Page, autouncle.com, trade-in, financing) | Common + B2C |
| Dealer marketing (LinkedIn, sales collateral, dealer pitch decks) | Common + B2B (plus corporate skill for deck geometry) |
| Consumer marketing (paid social, editorial, consumer landing pages) | Common + B2C (plus autouncle-voice.skill for copy operations) |
| External corporate content (reports, decks, one-pagers, marketing PDFs) | Corporate au-org-g-org-guideline-branding-v112 skill (not these guidelines) |
| Internal AutoUncle content (Employee Handbook, internal decks) | Common only |
au-org-g-org-guideline-branding-v112 skillautouncle-voice.skill (word lists, approved price labels, character limits per surface, writing/reviewing tests)autouncle-product-design-rules.md in the AutoUncle Branding and Identity working folder (mirrors the product UI rules for Cursor / Claude Design / ChatGPT / v0)When any of these sources conflict, Notion wins.