---
name: Demme Learning
slug: demme
version: 0.9.0-beta
lastUpdated: 2024-08-31
canonicalUrl: /brand/demme
---

# Demme Learning Brand Spec

> Design system delivered to Demme Learning between November 2023 and August 2024. The live build paused before launch; the system itself is the deliverable. Reactivated 2026-04-30 as the productization pilot for /system/[slug].

This is the agent-optimized brand spec. It mixes the human-authored brand book with structured sections from the JSON tokens. Use it to author on-brand copy, generate assets, or wire tokens into a client repo.

## How to use this spec

If you are an AI agent (Cursor, Claude Code, ChatGPT, internal Workhorse session agent, or other) generating copy or assets for this brand, treat this document as canonical:

1. **Read the Voice section first.** Tone words, guidelines, banned terms, preferred terms.
2. **Match the surface.** When you write a hero, CTA, newsletter intro, social caption, press quote, or any other surface, find that surface under "Surface do/don't" and follow the do/don't pattern explicitly.
3. **Call prompts by id.** When the user asks for something that maps to a `promptKit` entry (e.g. `newsletter-intro`, `hero-line`, `agency-pitch`), use that prompt's template structure and example output.
4. **Cite the spec.** When you produce on-brand copy, end with a short footer like `(brand · v0.9.0-beta)`.
5. **Never use banned terms.** Prefer `preferredTerms`. The list at the bottom of the Voice section is opinionated for a reason.
6. **Spec.json is also available.** Same content, structured as JSON, at `/brand/demme/spec.json`. Use it when you need programmatic access to a specific section.

---

## Foundation

**Position.** A homeschool curriculum publisher building software around the products families already trust.

**Founding belief.** Math is learned in sequence. Skip a step and the next one wobbles. The product respects that order.

**Mission.** Help families and schools teach math, language arts, and science with curriculum that respects how children actually learn.

**Tagline.** Curriculum first, software second.

**Homepage line.** Designing the system, not the skin.

**Descriptor.** Homeschool curriculum publisher. Math-U-See. Spelling You See. Building Faith Families.

**Value proposition.** Demme Learning helps families and schools teach math, language arts, and science with curriculum that meets students where they are. The Digital Toolbox extends those products into a connected portal for parents, instructors, and students.

**Origin.** Founded by Steve Demme around the Math-U-See manipulative-based math curriculum. Two decades of homeschool trust earned the slow way: building blocks, video lessons, and a teaching method that respects how children actually learn. The Digital Toolbox is the bridge into the next era.

## Audience

Four customer types. Two markets. One IA. Demme serves the homeschool home leader, the homeschool community leader, the education administrator, and the young learner — on a single account architecture without code-switching.

- Parents teaching their own kids at home using Math-U-See
- Co-op and pod organizers running shared learning across multiple families
- Charter, district, and school administrators evaluating K-8 math curriculum
- K-8 students who touch the Digital Toolbox surface most often

### Homeschool Home Leader
*Parent and daily teacher*

A parent at home running curriculum across one or two grade levels. Found Math-U-See because it is tactile, sequential, and works for kids who froze on traditional math. Wants the digital toolbox to support that rhythm, not replace it.

**Needs:** Lesson clarity; Progress at a glance; Light-weight admin

**Avoids:** Heavy onboarding; School-style dashboards; Anything that feels like surveillance

### Homeschool Community Leader
*Co-op and pod organizer*

Runs a co-op or learning pod. Teaches multiple families' children at once, often across grade levels. Cares about scaling the same Math-U-See experience across students without becoming an LMS administrator.

**Needs:** Multi-student views; Shared lesson notes; Lightweight reporting

**Avoids:** Per-seat pricing friction; Permissions that block a parent; Mandatory school taxonomy

### Education Administrator
*School, charter, or district decision-maker*

Evaluates curriculum at the institutional level. Needs SSO, FERPA-aligned data handling, classroom-shaped reporting, and a path to roll Math-U-See into existing K-8 math sequencing without a full vendor procurement cycle.

**Needs:** SSO and roster sync; Compliance-ready reporting; Pilot-then-scale pricing

**Avoids:** Homeschool-only positioning; Anything that reads as consumer software; Surprise per-student fees

### Young Learner
*Student, K-8*

The student. Touches the Digital Toolbox surface most often. Cares about whether the lesson feels doable and whether progress feels real. The dashboard had to read warm, not corporate, without being childish.

**Needs:** Clear next step; Visible progress; A reason to come back tomorrow

**Avoids:** Grades-as-judgment UI; Cluttered nav; Any moment that feels like a test

## Voice

**Tone:** Warm, Direct, Trusted

### Guidelines

1. **Speak like a teacher who respects parents as the actual experts on their kids.** *(from Respect)*
   Twenty years of homeschool trust came from treating parents as decision-makers, not customers. The voice never lectures the parent. It supports the parent.

1. **Math-U-See is tactile and sequential. The voice should feel the same way: concrete, step-by-step, never academic.** *(from Tactile)*
   If a sentence sounds like a textbook, cut it. Demme writes the way the curriculum teaches: one block at a time, with concrete examples.

1. **Honor the homeschool base while making schools feel welcome. Never code-switch into corporate.** *(from Welcome)*
   The same product surface speaks to a parent at home and a school administrator. Both should feel met. Avoid 'enterprise solution' language for school audiences and avoid 'lifestyle' language for homeschool audiences.

1. **No leapfrogging. Every sentence earns the next.** *(from Sequential)*
   Curriculum-first means the prose builds the same way the math does. State the foundation. Add the next concept. Don't skip steps to land a flashier hook.

### Surface do/don't

#### `hero`
*Hero copy must feel like a teacher introducing the day's lesson. Concrete, warm, never marketing-shaped.*

**Do:**
- Math, taught the way it makes sense.
- Curriculum first, software second.
- A digital toolbox for the families who already trust Math-U-See.

**Don't:**
- Empowering homeschool families to achieve learning excellence.
- The future of homeschool education, today.
- Transforming how children learn math.

#### `cta`
*CTAs are verbs the parent or admin can actually do. No 'discover' or 'unlock.'*

**Do:**
- Open the lesson
- See the next step
- Try the Toolbox
- Talk to our team

**Don't:**
- Get started today
- Discover Math-U-See
- Unlock your child's potential

#### `newsletter`
*Parent-facing newsletter intros lead with the practical, not the inspirational.*

**Do:**
- A new lesson surface launches this week. Here is what changed and how to find it.
- Three small additions to the Toolbox this month, each requested by parents in the last conversation cycle.
- Spelling You See now ships with audio support. Same voice, same lessons, optional ear.

**Don't:**
- We are excited to share our latest updates with our amazing community!
- Big things are happening at Demme Learning this month.
- Did you know Math-U-See has been transforming education for over thirty years?

#### `press_quote`
*Pull-quote lines stand alone, hold weight, and read as a thesis.*

**Do:**
- Designing the system, not the skin.
- Math-U-See works because the lessons stack.
- Curriculum first, software second.
- A trusted sequence, not a feed.

**Don't:**
- Demme Learning is a leader in homeschool curriculum.
- Our innovative approach helps families learn together.

### Prompt kit

Pre-baked prompts. Agents call by `id`.

#### `newsletter-intro` · Draft a parent-facing announcement
*Surfaces: `newsletter`, `email_body`*

```
Write a 60-90 word intro for the Demme Learning parent newsletter for {month}. Lead with one practical update or change in the curriculum or the Digital Toolbox. Voice: warm, direct, trusted. No 'we are excited.' No corporate language. End with one sentence on what's in the rest of the issue.
```

#### `about-blurb` · Write a 40-word about blurb
*Surfaces: `bio_short`*

```
Write a 40-word about blurb for Demme Learning tailored for {context} (e.g. partner directory, conference speaker bio, podcast intro). Mention Math-U-See, the homeschool base, and the new digital surface. Voice: warm, direct, trusted.
```

#### `project-announce` · Announce a new lesson surface
*Surfaces: `newsletter`, `announcement`*

```
Announce a new {feature} surface in the Digital Toolbox in 60-80 words. Lead with what the parent or student now sees on screen. End with where to find it in the Toolbox. No marketing wrapper.
```

#### `school-pitch` · Write a school-admin pitch line
*Surfaces: `press_quote`, `subhead`*

```
Write a 2-sentence pitch line for a school administrator evaluating Math-U-See for K-8 procurement. Reference SSO, classroom reporting, or the K-8 math sequence. Voice that respects institutional procurement language but stays plainspoken. No homeschool-only framing.
```

### Banned terms

`utilize`, `leverage`, `synergy`, `world-class`, `best-in-class`, `industry-leading`, `thought leader`, `passionate about`, `we strive to`, `transform`, `transformative`, `unleash`, `unlock your potential`, `discover the magic`, `click here`, `learn more`, `innovative solutions`

### Preferred terms

`Math-U-See`, `Spelling You See`, `Digital Toolbox`, `Lesson`, `Sequence`, `Step by step`, `Practice`, `Trusted`, `Homeschool`, `Charter`, `K-8`, `Curriculum`, `Tactile`, `Manipulatives`, `Mastery`

## Color

| Token | Hex | Role | Notes |
|---|---|---|---|
| `blue.200` | `#BFDBFE` |  | blue-200 — lighter |
| `blue.300` | `#93C5FD` |  | blue-300 — light |
| `blue.400` | `#60A5FA` |  | blue-400 — bright |
| `blue.500` | `#3B82F6` |  | blue-500 — primary default |
| `blue.800` | `#1E40AF` |  | blue-800 — primary focus / dark |
| `green.200` | `#B1E9CE` |  | demme-green-200 — light |
| `green.400` | `#44BB8D` |  | demme-green-400 — secondary default |
| `green.700` | `#19825F` |  | demme-green-700 — secondary focus / dark |
| `green.800` | `#125340` |  | demme-green-800 — deepest |
| `orange.100` | `#FFEDD5` |  | demme-orange-100 — lightest |
| `orange.200` | `#F3CEBF` |  | demme-orange-200 |
| `orange.300` | `#EAAF90` |  | demme-orange-300 |
| `orange.400` | `#E19060` |  | demme-orange-400 |
| `orange.500` | `#DA7F3E` |  | demme-orange-500 |
| `orange.600` | `#F76500` |  | demme-orange-600 — accent default |
| `orange.700` | `#C95502` |  | demme-orange-700 |
| `orange.800` | `#A12D0B` |  | demme-orange-800 — accent focus / dark |
| `orange.900` | `#82280C` |  | demme-orange-900 — deepest |
| `violet.300` | `#C4B5FD` |  | violet-300 — light |
| `violet.500` | `#8B5CF6` |  | violet-500 — default |
| `violet.900` | `#4C1D95` |  | violet-900 — dark |
| `neutral.50` | `#F9FAFB` |  | gray-50 — lightest surface, neutral-content |
| `neutral.100` | `#F3F4F6` |  | gray-100 — base-100 |
| `neutral.200` | `#E5E7EB` |  | gray-200 — base-200 |
| `neutral.300` | `#D1D5DB` |  | gray-300 — base-300 |
| `neutral.700` | `#374151` |  | gray-700 — neutral-focus |
| `neutral.800` | `#1F2937` |  | gray-800 — neutral / base-content |
| `neutral.900` | `#111213` |  | near-black — content / dark-9 |
| `status.info` | `#06B6D4` |  | cyan-500 — info |
| `status.info-content` | `#164E63` |  | cyan-900 |
| `status.success` | `#4ADE80` |  | green-400 — success |
| `status.success-content` | `#14532D` |  | green-900 |
| `status.warning` | `#EAB308` |  | yellow-500 — warning |
| `status.warning-content` | `#713F12` |  | yellow-900 |
| `status.danger` | `#F87171` |  | red-400 — danger |
| `status.danger-content` | `#7F1D1D` |  | red-900 |
| `white` | `#FFFFFF` |  |  |
| `black` | `#000000` |  |  |

## Typography

### Families

- **Inter** (`primary`): 'Inter', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif
  *Inter — primary face for UI, body, and headings*
- **Bree Serif** (`display`): 'Bree Serif', Georgia, 'Times New Roman', serif
  *Bree Serif — display alt for editorial-feel headings*

### Scale

| Token | Value | Use |
|---|---|---|
| `xxl` | `4rem` | 64px — Heading XXL |
| `xl` | `3rem` | 48px — Heading XL |
| `l` | `2.5rem` | 40px — Heading L |
| `m` | `2rem` | 32px — Heading M |
| `title-xl` | `1.75rem` | 28px — Title XL / Body XXL |
| `s` | `1.5rem` | 24px — Heading S |
| `xs` | `1.25rem` | 20px — Heading XS |
| `title-l` | `1.125rem` | 18px — Title L / Body LG |
| `xxs` | `1rem` | 16px — Heading XXS / Body MD |
| `sm` | `0.875rem` | 14px — Body SM |

## Spacing

| Token | Value | Use |
|---|---|---|
| `space.1` | `0.25rem` | 4px — micro |
| `space.2` | `0.5rem` | 8px — tight |
| `space.3` | `0.75rem` | 12px |
| `space.4` | `1rem` | 16px — base |
| `space.5` | `1.25rem` | 20px |
| `space.6` | `1.5rem` | 24px — comfortable |
| `space.8` | `2rem` | 32px — spacious |
| `space.10` | `2.5rem` | 40px |
| `space.12` | `3rem` | 48px — section gap |
| `space.16` | `4rem` | 64px — large section |
| `space.20` | `5rem` | 80px |
| `space.24` | `6rem` | 96px |
| `space.32` | `8rem` | 128px — hero breathing room |

## Motion

**Duration:** `fast`=150ms, `normal`=300ms, `slow`=500ms

**Easing:** `default`=cubic-bezier(0.4, 0, 0.2, 1), `in`=cubic-bezier(0.4, 0, 1, 1), `out`=cubic-bezier(0, 0, 0.2, 1), `linear`=cubic-bezier(0, 0, 1, 1)

## Sub-brands

### Math-U-See (`math-u-see`)
*Curriculum Brand*

The original Demme curriculum. Manipulative-based math taught in sequence. The foundation of the homeschool trust the brand has earned over two decades. The Digital Toolbox is built around Math-U-See lessons first.

### Spelling You See (`spelling-you-see`)
*Curriculum Brand*

Demme's language arts curriculum. Same teaching philosophy as Math-U-See: concrete, sequential, lesson-by-lesson. Extends the brand into language arts without diluting it.

### Digital Toolbox (`digital-toolbox`)
*Product Surface*

The LearnDash-backed lesson surface for parents, instructors, and students. One account architecture, role-aware navigation, lesson-shaped content model. Lesson 5 (the working frame) shows the dashboard pattern.

---

## Brand Book (human-authored prose)

# Demme Learning — Brand Book

Tokens documenting the design system Workhorse delivered to Demme Learning (Nov 2023 – Aug 2024). The work was delivered as a "Beta" PDF and Figma file but the live product never shipped; these tokens preserve the system as documentation.

For the engagement narrative, scope, and full asset inventory, see `docs/DEMME_LEARNING_ARCHIVE.md`.

## Source

- **Figma file:** `Demme Design System (Beta)` — file key `2ss7kDWzOQCC5mLkb54DoH`
- **Page key references:** Color (1596:39505), Typography (1596:39481), Buttons (1775:8265), App Components (1596:39310), Digital Toolbox (2466:3261)
- **Status:** Archive. Tokens captured from Figma on 2026-04-28.

## Color system

Layered DaisyUI-style semantic palette (primary / secondary / accent / neutral / status, each with a `*-focus` and `*-content` pair) over four named brand color buckets:

| Bucket | Role | Default | Focus | Description |
|--------|------|---------|-------|-------------|
| **blue** (Color 1) | Primary | `#3B82F6` | `#1E40AF` | Tailwind blue ramp (200/300/400/500/800). |
| **demme-green** (Color 2) | Secondary | `#44BB8D` | `#19825F` | Custom green ramp (200/400/700/800). |
| **demme-orange** (Color 3) | Accent | `#F76500` | `#A12D0B` | Custom 9-step orange ramp (100–900) — the most distinctive Demme color. |
| **violet** (Color 4) | Tertiary | `#8B5CF6` | `#4C1D95` | Tailwind violet (300/500/900). Used sparingly. |

Status colors use Tailwind-tinted cyan / green / yellow / red.

## Typography

- **Primary:** Inter (Regular 400 / Medium 500 / Semi Bold 600 / Bold 700)
- **Display alt:** Bree Serif (Regular) — used for editorial-feel headings at 32px+

Heading scale (px, with named scale in `typography.json`):

| Token | Size | Line height | Tracking |
|-------|------|-------------|----------|
| `xxl` | 64 | 64 | -3% |
| `xl`  | 48 | 48 | -3% |
| `l`   | 40 | 48 | -2% |
| `m`   | 32 | 40 | -3% |
| `title-xl` | 28 | 1.4 | -2% |
| `s`   | 24 | 32 | -2% |
| `xs`  | 20 | 1.4 | -2% |
| `title-l` | 18 | 1.4 | -2% |
| `xxs` | 16 | 1.5 | -1% |
| `sm`  | 14 | 1.45 | 0% |

## Radius

Two-tier system: 5–6px for small UI (inputs, buttons), 20–24px for cards and pill buttons. Plus `full` for circular avatars.

## Layout

4-pt spacing scale (4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128). Standard container widths: narrow 720px / max 1140px / wide 1440px.

## Motion

Conservative product-UI motion: 150ms / 300ms / 500ms with a Material-style standard ease. No bounce, no overshoot.

## Build

These files do not feed the Style Dictionary build (which sources only `tokens/core/`). They are reference documentation in DTCG W3C format, ready to be re-activated if Demme work resumes — at which point swapping `tokens/core/` over to read from `tokens/brands/demme/` (or duplicating into core) is straightforward.