{
  "$schema": "https://makelaarteam.nl/brand.schema.json",
  "name": "Makelaar Team",
  "legal_name": "Makelaar Team",
  "tagline": "Online NVM-makelaar. Vaste prijs.",
  "url": "https://makelaarteam.nl",
  "brandbook_url": "https://makelaarteam.nl/brandbook",
  "language": "nl-NL",
  "country": "NL",
  "description": "Online NVM-makelaar in Nederland voor een vaste, eerlijke prijs. Verkoop of koop een huis met een persoonlijke makelaar zonder courtagepercentage - drie pakketten vanaf € 1.495 all-in, prominent op het portaal, volledige juridische afhandeling.",
  "voice": {
    "person": "second",
    "pronoun": "je",
    "style": [
      "direct",
      "warm",
      "duidelijk",
      "geen jargon",
      "zonder vakjargon"
    ],
    "do": [
      "Schrijf in het Nederlands",
      "Wees concreet over prijs en proces",
      "Noem 'vaste prijs' en 'NVM-makelaar'"
    ],
    "dont": [
      "Geen 'u' gebruiken",
      "Geen courtage- of percentageclaims",
      "Geen Amerikaanse vastgoedtermen",
      "Geen overdreven superlatieven"
    ]
  },
  "ai_usage": {
    "audience": "AI video/image/marketing generators and LLM agents",
    "spelling": "Makelaar Team (two words, capital M and T)",
    "wordmark_lockup": "Makelaar + Team - 'Team' rendered in brand orange",
    "imagery": [
      "Nederlandse woningen: rijtjeshuizen, jaren-30 woningen, grachtenpanden, nieuwbouw",
      "Lichte, eerlijke interieurs - geen donkere stockfoto-stijl",
      "Mensen in dagelijkse kleding, geen pakken"
    ],
    "avoid": [
      "Amerikaanse suburbs of villa's",
      "Voor de deur staande bordjes met 'For Sale'",
      "Glanzende corporate look",
      "Logo verkleuren of het oranje vierkant uitrekken"
    ],
    "allowed_claims": [
      "Vaste prijs vanaf € 1.495 all-in",
      "Online NVM-makelaar",
      "Persoonlijke makelaar zonder courtagepercentage"
    ],
    "prohibited_claims": [
      "Goedkoopste van Nederland",
      "Gegarandeerde verkoop binnen X dagen",
      "Geen kosten"
    ]
  },
  "colors": {
    "primary": {
      "name": "Orange",
      "hex": "#FF8000",
      "role": "Primary brand, CTAs, accents"
    },
    "primary_deep": {
      "name": "Orange Deep",
      "hex": "#E66E00",
      "role": "Hover, pressed states"
    },
    "ink": {
      "name": "Ink",
      "hex": "#1A1A1A",
      "role": "Body text, dark surfaces"
    },
    "sand": {
      "name": "Sand",
      "hex": "#FAF5EE",
      "role": "Page background"
    },
    "sand_deep": {
      "name": "Sand Deep",
      "hex": "#F2EADD",
      "role": "Section background, footer"
    },
    "white": {
      "name": "White",
      "hex": "#FFFFFF",
      "role": "Card surface"
    }
  },
  "typography": {
    "display": {
      "family": "Inter",
      "weights": [
        800,
        900
      ],
      "usage": "Headlines, wordmark"
    },
    "body": {
      "family": "Inter",
      "weights": [
        400,
        500,
        600
      ],
      "usage": "Body, UI"
    }
  },
  "logos": {
    "primary": "/brand/logos/logo-primary.svg",
    "primary_png": "/brand/logos/logo-primary.png",
    "primary_dark": "/brand/logos/logo-primary-dark.svg",
    "primary_light": "/brand/logos/logo-primary-light.svg",
    "on_orange": "/brand/logos/logo-on-orange.svg",
    "on_sand": "/brand/logos/logo-on-sand.svg",
    "invoice": "/brand/logos/logo-invoice.svg",
    "invoice_png": "/brand/logos/logo-invoice.png",
    "invoice_jpg": "/brand/logos/logo-invoice.jpg",
    "invoice_pureblack": "/brand/logos/logo-invoice-pureblack.svg",
    "icon": "/brand/logos/icon.svg",
    "icon_192": "/brand/logos/icon-192.png",
    "icon_512": "/brand/logos/icon-512.png"
  },
  "social_covers": {
    "facebook": {
      "path": "/brand/social/cover-facebook.jpg",
      "w": 1640,
      "h": 924
    },
    "x": {
      "path": "/brand/social/cover-x.jpg",
      "w": 1500,
      "h": 500
    },
    "linkedin": {
      "path": "/brand/social/cover-linkedin.jpg",
      "w": 1584,
      "h": 396
    },
    "linkedin_company": {
      "path": "/brand/social/cover-linkedin-company.jpg",
      "w": 1128,
      "h": 191
    },
    "youtube": {
      "path": "/brand/social/cover-youtube.jpg",
      "w": 2560,
      "h": 1440
    },
    "instagram": {
      "path": "/brand/social/cover-instagram.jpg",
      "w": 1080,
      "h": 1920
    },
    "tiktok": {
      "path": "/brand/social/cover-tiktok.jpg",
      "w": 1080,
      "h": 1920
    },
    "pinterest": {
      "path": "/brand/social/cover-pinterest.jpg",
      "w": 1600,
      "h": 900
    }
  },
  "avatars": {
    "square_1024": "/brand/social/avatar-1024.png",
    "square_512": "/brand/social/avatar-512.png",
    "square_256": "/brand/social/avatar-256.png",
    "square_180": "/brand/social/avatar-180.png",
    "circle_1024": "/brand/social/avatar-circle-1024.png"
  },
  "downloads": {
    "brand_pack_zip": "/brand/brand-pack.zip",
    "manifest": "/brand/manifest.json",
    "readme": "/brand/README.txt"
  },
  "sameAs": [
    "https://www.instagram.com/makelaarteam",
    "https://www.facebook.com/makelaarteam"
  ]
}