The C.L. Bailey Guidelines Engine

The Blueprint

Eleven Modules, One Standard

Every brand decision resolves back to these modules. If a creative choice can't be traced to one of them, it is off-brand by definition. Click through to the full specification.

Module 01

Brand Foundation — The Strategic Anchor

We do not compete on the showroom floor. We compete on the timeline of a home.

The Three Pillars

The Three Personas

Module 02

Visual Identity — The Creative Assets

Three marks, three jobs. They are not interchangeable — choosing the wrong mark for the context is a brand violation, not a style preference.

Logo Hierarchy

The Primary Mark — the heritage badge. Black filigree frame, Heritage Green lettering (#006840 — the only green in the system, shared with the felt), Tomball, Texas ribbon. Never recolored, stretched, outlined, or rebuilt. On Deep Charcoal or wood grounds it sits on a Warm White plate — the mark itself is never reversed.

Exclusion Zone & Minimum Sizes

1×C 1×C 1×C 1×C

Mark	Digital min	Print / physical min
Primary Wordmark	180px wide	1.25 in (32mm)
Secondary Lockup	120px wide	0.875 in (22mm)
Crest (screen)	16px, single color	—
Crest — brass nameplate	—	1.5 in, 1.0mm relief
Crest — embroidery	—	2.0 in, 12mm stitch detail

Imagery Direction

Asset File Naming Framework

[Brand]-[Module]-[AssetType]-[Color]-[Version].[Ext]

CLB-LOGO-PrimaryMark-Full-v01.svg
CLB-LOGO-Crest-Bronze-v02.eps
CLB-POS-TableTent-Skylar-v01.pdf
CLB-CAD-Viking-Full-v03.dwg

Web-res derivatives append -web before the version. Latest approved versions mirror to /_CURRENT/ (version stripped) so dealer links never break; superseded files move to /_ARCHIVE/, never deleted. Unnamed or ad-hoc files are purged on the monthly vault audit.

Module 02 · Live

Brand Color Architecture

Mirrored token-for-token from the live clbailey.com build: warm paper whites, graphite ink, deep charcoal iron, aged bronze hardware, and sand. Wood enters layouts through photography, never as flat fills. Heritage Green appears only in the mark and the felt. Click any swatch to copy its HEX. Proportion law: Warm White/Cloud 60 / Charcoal + Photography 30 / Sand + Bronze 10. Bronze never exceeds 5%.

Module 02 · Type

Typographic Hierarchy

Four families, mirrored from the live build: Le Jour Serif (400, never bolded) for every headline; Roboto for body; Roboto Condensed for data and condensed subheads; Raleway (uppercase, +2px tracking) for labels and buttons. A hard-coded fallback stack governs uncontrolled environments like dealer email.

Module 02 · Motion

The Motion Law — Heritage Doesn't Dart

Motion is the room settling, never the interface performing. These tokens mirror the live build — 300ms button transitions, staggered fade-up entrances — and are law for every animated surface: web, video overlays, digital signage.

Module 03

Editorial Identity — The Copy & Voice

Timeless, honest, authoritative — yet approachable, like a master carpenter explaining their work across the bench. We state facts plainly and let the material do the bragging. We never oversell, because the spec sheet already won.

The "This, Not That" Matrix

Mechanical Rules — Absolute

Brand Lexicon

Module 3-B

Editorial Identity: Español — The Spanish Voice

clbailey.com/es is live. Spanish is a first-class brand voice, not a translation pass — the same master carpenter, in Spanish, addressing the reader as usted, always. Canonical strings below are harvested from the live site and are locked: never re-translated, paraphrased, or "improved."

Locked Canonical Translations

Spanish Mechanics — Absolute

Banned Terms — Spanish

Module 04

Digital Marketing & Social Media

A rolling 9-tile rhythm of three content types — finished-room hero, craft/material macro, family-in-use lifestyle — never two of the same type adjacent. Feed 4:5 (1080×1350); Reels/Stories 9:16 with text clear of the top 220px and bottom 420px.

The Caption Blueprint — every caption, no exceptions

Module 05

Environmental & Physical Touchpoints

The brand in the room: showroom signage, point of sale, packaging, and the installer-delivered Owner's Care Kit.

Module 06

Paid Media & Direct Response

Co-op rules that protect the heirloom positioning and the dealer network. Headlines lead with the spec or the heirloom promise — never a discount.

C.L. Bailey & Co. products sold through Authorized Dealers. MSRP shown;
dealer pricing may vary. Lifetime Structural Guarantee subject to terms
at clbailey.com/guarantee.

Module 07 · Web Standards

Accessibility & Alt-Text Law

This portal and clbailey.com hold WCAG AA minimum on every text pair (4.5:1 normal, 3:1 large ≥24px); pairings marked AAA also clear 7:1 and are preferred for long-form reading. These verified pairings are law.

Alt-Text Pattern — Absolute

[Collection] [piece type] in [finish] finish — C.L. Bailey & Co., [setting]

Skylar pool table in Warm Chestnut finish — C.L. Bailey & Co.,
lamp-lit family game room

Lead with the collection name. Always name the finish. Always sign "C.L. Bailey & Co." Decorative images get empty alt="". Missing product alt fails the monthly portal audit. Never keyword-stuff; never "best cheap pool table."

Module 07 · Downloads

Brand Typeface & Logos

Quick downloads for Authorized Dealers. Logos are C.L. Bailey property — use them per Module 02, and never recolor, stretch, outline, or rebuild a mark. Typefaces are governed by their own licenses: download only what each license permits.

Logos

Specified —
not yet built

Typeface

Module 07 · Asset Vault

Dealer File Download Vault

Authenticated dealers retrieve current logos, photography, CAD blocks, and pricing here. Every file follows the naming framework [Brand]-[Module]-[AssetType]-[Color]-[Version].[Ext]. Links resolve through /_CURRENT/ so a saved link never breaks on a version bump.

Module 08

AI Operations & Prompt Engineering

The brand voice, encoded. Prepend this system prompt to any AI copy task — it is the enforceable version of Modules 1 and 3.

You are the copywriter for C.L. Bailey & Co., a handcrafted game room
furniture brand established in Tomball, Texas in 1999. Your tagline is
"Built for Homes That Endure."

VOICE: Write like a master carpenter explaining their work across the
bench — timeless, honest, authoritative, and approachable. State facts
plainly and let the material brag for you. Never oversell; the spec
sheet already won the argument.

NON-NEGOTIABLE FACTS (keep exact):
- Solid hardwood only — never MDF or particle board.
- 1-inch diamond-honed slate.
- 8 signature hand-applied multi-coat finishes.
- Matched-family collections (Skylar, Viking, Tunbridge), plus the
  Dutchess pool-table collection. Collection names are never translated.
- Dual-purpose convertible dining/buffet tops.
- Lifetime Structural Guarantee; re-levelable; built to be inherited.
- Sold through Authorized Dealers (CTA is always "Find a Dealer").
- The brand publishes in English and Spanish. For Spanish output, apply
  the Module 3-B addendum: usted register, locked translations only.

MECHANICS: Oxford comma always. Maximum ONE exclamation point per
piece, zero in spec or warranty copy. Spell out one–nine; figures for
10+ and always for measurements and prices. Capitalize collection names.

POSITIONING: premium not elitist · traditional not antiquated · durable
not industrial · confident not arrogant · warm not folksy.

BANNED WORDS: MDF/particle board (except the sanctioned "No MDF"
contrast claim), veneer substrate, cheap, budget, affordable,
"man cave," "bar," "game room toys," "unit," disposable.

If a requested claim is not in the facts above, do not invent it — ask
for the spec or omit it.

AI-Cliché Ban List

Append to any AI request: "Do not use any of the banned AI-cliché words. Write plainly, as a craftsperson would speak."

Image Generation Guardrails

--no plastic, glossy plastic finish, warped perspective, melting wood,
extra legs, floating table, impossible proportions, distorted pockets,
oversaturated, white seamless studio background, cartoon, CGI sheen, fisheye

Module 09

Co-Branding & Brand Interoperability

When a retailer features our mark beside its own, these rules protect trademark integrity. Binding on every co-op and co-branded asset.

RETAILER
AUTHORIZED DEALER

Family of Brands — Sold Alongside C.L. Bailey

These marks share retail floors, the site, and co-op creative with C.L. Bailey. All Module 09 rules — parity, isolation, exclusion zones, trademark integrity — apply to every one of them.

Module 10

Photography & Image Governance — The Image Standard

Extends §2.6 imagery direction, §2.7 naming, and §8.3 AI parameters into one governing standard for every image on every surface — web, social, paid, dealer portal, print.

The Shot Taxonomy — Every Image Is Exactly One of Six

Light, Color & the Felt Law

One Collection, One House

Each collection lives in one architectural world, documented in a one-page room bible before any shoot or generation. A new world requires the same written approval as a new brand color.

AI-Generated Imagery — The Governed Tiers

Photography File Naming — Extends §2.7

CLB-[Collection|Module]-[ShotType]-[Subject]-[Source]-vNN.[ext]

Collection: Skylar · Viking · Tunbridge · Dutchess · Brand
ShotType:   Hero · Lifestyle · Macro · Demo · Shop · Study
Source:     Ph (photograph) · Gen (generated)

CLB-Skylar-Hero-Library-Gen-v02.jpg
CLB-Viking-Demo-DiningTop-Ph-v01.jpg

Library hygiene: no spaces, no parentheses, no duplicate suffixes, no prompt text, no missing extensions. Folder mirror /CLB_Library/[Collection]/[ShotType]/. Request the rendered size — w-800 cards, w-1920–w-2560 heroes — with f-auto; q-75 heroes, q-80 macros so grain survives. Every slot ships a low-quality placeholder. Non-conforming files are renamed or purged on the monthly audit.

The Publish Gate — No Image Ships Until Every Row Passes

Module 11

Machine Readability & AI Search — The Crawlable Brand

AI assistants — ChatGPT, Perplexity, Gemini, AI Overviews — cite whoever states facts most clearly, consistently, and crawlably. Module 08 governs what AI writes for us; this module governs what AI says about us.

The Canonical Entity Facts — Byte-Identical Everywhere

One stale address or wrong founding year degrades machine trust in all the others. The vault holds the master fact sheet; the site footer, JSON-LD, Google Business Profile, directories, and press boilerplate mirror it exactly.

Required Infrastructure