Executable brand system
Brand Workbench
Duolingo's transferable lesson, made brand-neutral: personality becomes governed identity, language, expression, and assets — with schemas and checks.
Brand manifest
One personality. Every medium.
01Identity
marks · color · type · imagery
02Language
narrative · voice · tone · lexicon
03Expression
illustration · character · motion · sound
04Operations
assets · rights · owner · versions
Product Lexicon · live contract
warning“work zone” is deprecated. Use “workspace”.
errorDo not use “guaranteed”.