# One identity, multiple expressions

Blankout · September 2026
Companion: https://blankout.co/notes/one-brand-two-visual-expressions

Why a second expression is useful:
Who chooses it (context, editor, visitor):
What additional production and maintenance it requires:
Owner / revision / next review:

| Decision | Shared invariant | Allowed variation | Owner / evidence |
|---|---|---|---|
| Name and mark | | | |
| Offer and factual content | | | |
| Colour roles | | | |
| Imagery | | | |
| Composition | | | |
| Motion | | | |
| Practical state | | | |
| Metadata and sharing | | | |

## Completed Blankout boundary

Shared: name, source letter outlines, content records, route addresses, factual claims, authorship, form state and independent motion preference.
Variable: material, colour roles, image expression, composition and editorial rhythm.
Default: Tactile. Preference: Tactile or Modular. Sharing: one stable default image, independent of a visitor choice.

## Check in the actual implementation

- [ ] Initial visit uses the intended default without a late replacement.
- [ ] Switching preserves route, typed text and focused choice.
- [ ] Reload preserves the preference where storage is available.
- [ ] Motion choice stays independent; the quiet state remains useful.
- [ ] Core content remains readable without JavaScript.
- [ ] Every important crop and page family has been inspected in each expression.
- [ ] A shared change has an owner for checking all affected expressions.

This is a working implementation contract, not evidence that two expressions improve recognition or conversion. If their purpose does not justify upkeep, choose one.