Use when writing any user-facing text for OpenCharm (README, OPENCHARM.md, docs, website, CLI output, issue and PR text). Covers voice, naming, claims we never make, the disclaimer and the sell-nothing rule.
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---
name: opencharm-brand-voice
description: Use when writing any user-facing text for OpenCharm (README, OPENCHARM.md, docs, website, CLI output, issue and PR text). Covers voice, naming, claims we never make, the disclaimer and the sell-nothing rule.
---
# OpenCharm brand voice
## Voice
- Plain, short sentences. Name things by what people recognise ("the key", "the face", "your agent").
- The first time charmd appears in a document: "charmd (the charm daemon)".
- Mark estimates ("about", "estimate") and anything unconfirmed ("unverified"). Never state a price or spec without a source and a date.
## Naming
- "OpenCharm" (one word, capital O and C); "charm" is fine.
- Never use "Muse" in names, handles, topics, paths or visuals. Comparisons with Meta's product live in one comparison section only. Not affiliated with Meta, Nous Research, OpenClaw, Waveshare or Espressif.
## Truths that every surface keeps
- No warranty: open source, provided as is; you build and use it at your own risk (full text in README).
- A serious project, never called a "hobby" project (maintainer, 2 October 2026).
- We sell and ship nothing: no waitlist, no pre-orders, no kits. Copy points people to building their own.
- The charm holds no API keys; the agent runs on your machine.
## Look (for pages and images)
Full visual identity (tokens, components, do's and don'ts): `DESIGN.md` at the repo root. In short:
White and black like a technical drawing: off-white `#F6F6F4` ground, faint grid, black ink, Geist / Geist Mono, pill buttons. Colour only on the device. Tokens: `packages/design/tokens.json`. The app icon: white shell, black squircle screen, `^ ^`; generated by `brand/build_icon.py`, never edit the PNGs.
