ref.duolingo.design · brand
Duolingo Design (Brand Guidelines hub)
Public brand bible SPA covering identity, writing, illustration, marketing assets. Excellent for personality→production systems; not a product component library. Content contains historical product fossils — revalidate product facts.
What this source teaches
- Personality must propagate across words, shapes, imagery, and production constraints.
- Document with principle → rule → good/bad → production limit → related links.
- Character systems need anatomy, emotion limits, and verbal contracts.
Where AwesomeDS applied it
rule.brand.content-design— Content design is a product surfacerule.brand.cross-medium-coherence— Brand personality must propagate across mediarule.brand.illustration-grammar— Illustration is a production grammarrule.brand.personality-system— Brand personality spans UI, voice, and illustration
Implementations and artifacts
artifact.doc.brand-coherence— Cross-medium brand coherenceartifact.doc.brand-system— Brand system moduleartifact.doc.brand-workbench— Interactive Brand Workbenchartifact.script.brand-contract— Brand manifest and Product Lexicon validator
Caveats & anti-imitation
Never copy Duo, green owl geometry, feather type, or proprietary assets. Transfer process only.