# Apple

> Generated by BrandSweets from the apple-com BrandDoc (v2, schema 1). Do not edit by hand.

## Identity

**Tagline:** Discover the innovative world of Apple and shop everything iPhone, iPad, Apple Watch, Mac, and Apple TV, plus explore accessories, entertainment, and expert …

**Sector:** consumer

**Domain:** apple.com

**Guidelines:** https://www.apple.com/newsroom/


Discover the innovative world of Apple and shop everything iPhone, iPad, Apple Watch, Mac, and Apple TV, plus explore accessories, entertainment, and expert device support.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Charcoal | `#221e1f` | — | Primary brand color: CTAs, links, active states. |
| `secondary` | Dodger Blue | `#2997ff` | — | Secondary brand color. |
| `accent` | Denim | `#0066cc` | — | Accent: highlights and secondary emphasis. |
| `surface` | White | `#ffffff` | — | Page and card background. |
| `text` | Near Black | `#111111` | — | Body text on surface. |

### Scales

- **primary:** 50 `#f5f4f5`, 100 `#e6e5e5`, 200 `#d4ced0`, 300 `#b9b1b3`, 400 `#a29699`, 500 `#8c7d81`, 600 `#77696d`, 700 `#615659`, 800 `#4c4345`, 900 `#363032`, 950 `#221e1f`
- **secondary:** 50 `#eff5fa`, 100 `#d7e6f4`, 200 `#a3d3ff`, 300 `#6bb8ff`, 400 `#2997ff`, 500 `#0a89ff`, 600 `#0074e0`, 700 `#005fb8`, 800 `#004a8f`, 900 `#08345e`, 950 `#05223d`
- **accent:** 50 `#eff5fa`, 100 `#d7e5f4`, 200 `#a3d1ff`, 300 `#6bb5ff`, 400 `#389cff`, 500 `#0a85ff`, 600 `#0066cc`, 700 `#005cb8`, 800 `#00478f`, 900 `#08335e`, 950 `#05213d`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f5f5f5`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#111111`

## Typography

### Families

#### Apple Legacy Chevron `apple-legacy-chevron`
- **Source:** custom
- **Weights:** 400 Regular, 600 Semibold, 700 Bold
- **Fallback stack:** `"Apple Legacy Chevron", sans-serif`
- **Licensing:** Auto-detected web font; provenance unconfirmed. Reference only — never rehost without a license.

### Role assignments

- **heading:** Apple Legacy Chevron (`apple-legacy-chevron`)
- **body:** Apple Legacy Chevron (`apple-legacy-chevron`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Gradients

Derived from the colour roles (perceptual interpolation; same tokens in brand.css / tokens.json):

- **--brand-gradient:** `linear-gradient(135deg in oklab, #221e1f 0%, #2997ff 100%)` — worst-case contrast white 3.02:1 AA-large, black 1.27:1
- **--brand-gradient-hero:** `linear-gradient(135deg in oklab, #0a0909 0%, #58779a 100%)` — ink #ffffff; worst-case contrast white 4.65:1 AA, black 1.06:1
- **--brand-gradient-button:** `linear-gradient(180deg in oklch shorter hue, #2c2829 0%, #191516 100%)` — ink #ffffff; hover `linear-gradient(180deg in oklch shorter hue, #332f30 0%, #201c1d 100%)`; active `linear-gradient(180deg in oklch shorter hue, #242021 0%, #120e0f 100%)`

## Logos

### primary
- **Formats:**
  - `png`: https://www.apple.com/v/home/images/logos/apple-card/a/promo_logo_apple_card__28vxrcexz0ia_large.png
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** any

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

- Tokens (JSON): /b/apple-com/tokens.json
- Tokens (CSS): /b/apple-com/brand.css
- This document: /b/apple-com/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/apple-com/mcp
- Agent integration guide: /agents.md