{
  "contract": "aesthetary.record/1.0",
  "record_spec": "1.1.0",
  "semantics": {
    "vocabulary": "aesthetary.public-evidence/1.0",
    "definitions": "vocabulary.json"
  },
  "slug": "seventies-revival",
  "name": "Seventies Revival",
  "identity": {
    "definition": {
      "state": "resolved",
      "text": "Burnt orange and avocado, bulbous rounded type, film grain, sun-arch motifs"
    },
    "scope": {
      "state": "resolved",
      "text": "A contemporary revival register of the 1970s, as Aesthetary's reading: the attested appliance palette (harvest gold, burnt orange, avocado, brown) with a revived 1922 display serif; grain and sun-arches are ours, unevidenced.",
      "ruling": "D0-1"
    },
    "aliases": [
      "earth tone",
      "groovy",
      "avocado",
      "harvest gold"
    ],
    "layer_verdict": {
      "state": "ruled",
      "value": "belongs_at_another_layer",
      "ruling": "D0-1"
    }
  },
  "native_medium": {
    "state": "owed",
    "owed": "judgment",
    "why": "A judgment on the material the record already holds is still owed."
  },
  "research": {
    "line": "partly_sourced",
    "text": "Partly sourced",
    "sentence": "7 sources attached."
  },
  "areas": [
    {
      "area": "layout",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "typography",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "color",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "imagery",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "surface",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": null,
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "interface",
      "state": "owed",
      "owed": "research",
      "why": "No source has been examined for this yet."
    },
    {
      "area": "motion",
      "state": "resolved",
      "canon": "open_question",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Open question"
      }
    },
    {
      "area": "motif",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": null,
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "technique",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": null,
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "form",
      "state": "owed",
      "owed": "research",
      "why": "No source has been examined for this yet."
    },
    {
      "area": "hierarchy",
      "state": "resolved",
      "canon": "specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Specified"
      }
    },
    {
      "area": "density",
      "state": "resolved",
      "canon": "not_canonically_specified",
      "importance": "unknown",
      "posture_basis": "synthesis",
      "label": {
        "text": "Not specified by the source"
      }
    }
  ],
  "claims": [
    {
      "id": "layout-3",
      "text": "CURATORIAL: horizontal banding with the sun-arch as the organising device. Reasoned from the motif — an arch implies a horizon and a band structure above it.",
      "role": "rule",
      "area": "layout",
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "typography-4",
      "text": "Typography: token rule: display_custom, blobby, rounded terminal.",
      "role": "rule",
      "area": "typography",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "hierarchy-13",
      "text": "CURATORIAL: rank by band order and hue warmth, warmest leading. No contrast ramp is available, since contrast is compressed by claim.",
      "role": "rule",
      "area": "hierarchy",
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "imagery-7",
      "text": "Imagery: film grain over flat colour.",
      "role": "rule",
      "area": "imagery",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "surface-8",
      "text": "Form / motif / surface / technique: sun-arch, grain.",
      "role": "rule",
      "area": null,
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "sr-r1",
      "text": "Warm but compressed: brightness is withheld. The room's separator from Mid-Century Modern is that MCM permits brightness and this does not.",
      "role": "rule",
      "area": "color",
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [
          "mass-01:seventies-revival:WP_HARVEST_GOLD"
        ],
        "contested": true
      },
      "label": {
        "kind": "reading",
        "mark": "disputed",
        "text": "Our reading · disputed"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "intent",
      "text": "Warmth without brightness. A deliberately narrowed earth palette and softened forms recall a decade at second hand, producing comfort and familiarity rather than any claim to authenticity.",
      "role": "argument",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "gestalt",
      "text": "Burnt orange, avocado, mustard and brown held together with no bright accent anywhere, bulbous rounded display lettering with soft terminals, film grain over flat colour, and sun-arch motifs — concentric bands rising from a horizontal. The diagnostic condition is the absent accent: warmth carried entirely by hue with the contrast range deliberately compressed, so nothing on the surface is bright. Disco shares the era but is high-contrast, glossy and built on metallic sheen. Earthy Modern uses a similar palette for contemporary restraint rather than for period reference.",
      "role": "diagnostic",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-1",
      "text": "No bright accent colour.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-2",
      "text": "No high contrast.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-3",
      "text": "No gloss or metallic.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-4",
      "text": "No sharp terminals.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-5",
      "text": "No clean digital flatness without grain.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-7",
      "text": "Not open: introducing a bright accent.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "failure-8",
      "text": "Not open: raising contrast..",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "intent-negation",
      "text": "Refuses bright accent colour, high contrast, and the sharpness that would make it read as contemporary.",
      "role": "argument",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "intent-cost",
      "text": "Costs accepted: Energy; Contrast; Distinction from every other seventies revival",
      "role": "argument",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "intent-audience",
      "text": "Audience: A viewer who reads the palette as nostalgic even without having lived through it.",
      "role": "argument",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "v1-distinguishing",
      "text": "Earth palette with no bright accent; warmth without brightness",
      "role": "diagnostic",
      "area": null,
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "v1-era",
      "text": "Era: 1970s",
      "role": "context",
      "area": null,
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "v1-mood",
      "text": "Mood: warm, nostalgic",
      "role": "context",
      "area": null,
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "v1-cross-library",
      "text": "Cross-library: Typography: bulbous rounded display · Color: earthy",
      "role": "context",
      "area": null,
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "typography-block",
      "text": "Typography: bulbous rounded display; class display_custom; role display",
      "role": "rule",
      "area": "typography",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": "D0-3 C2 typo"
    },
    {
      "id": "surface-8.motif",
      "text": "Motif: sun-arch",
      "role": "rule",
      "area": "motif",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "surface-8.surface",
      "text": "Surface: grain",
      "role": "rule",
      "area": "surface",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "declared-freedom",
      "text": "Declared freedom: which earth hues dominate; grain intensity; arch proportions.",
      "role": "context",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:technique-1",
      "text": "Many unusual versions of Cooper Black, including distorted variants, were made in the phototypesetting period of the 1960s and 1970s, a period of explosion in display faces; phototype let width and orientation be manipulated precisely.",
      "role": "context",
      "area": "technique",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S1",
          "kcc-seventies-revival-S2"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "historical subject, 1960s-70s; not automatically a rule of the revival"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:technique-2",
      "text": "Souvenir (1914) was redrawn by Benguiat for Photo-Lettering in 1967 and issued by ITC from 1971, with a soft appearance and rounded serifs; Cooper Black dates from 1922.",
      "role": "context",
      "area": "technique",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S3",
          "kcc-seventies-revival-S1"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "historical subject"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:technique-3",
      "text": "Phototype suppliers offered display lettering on a massive scale; the most prolific supplier's 470-page compendium held 6,500 display typefaces.",
      "role": "context",
      "area": "technique",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S2"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "historical subject"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:technique-4",
      "text": "One contemporary redesign of Cooper Black aimed to align it with modern font technology as a restored, full type family.",
      "role": "context",
      "area": "technique",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S6"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "contemporary revival; one type family"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:interface-1",
      "text": "Brands have moved towards softer, rounder typefaces and logos; brands generally now also live on social media, digital ads and apps alongside storefronts, websites and print.",
      "role": "context",
      "area": "interface",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S4",
          "kcc-seventies-revival-S5"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "S5's sentence is about rebrands generally, not seventies revival specifically"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "kcc:form-1",
      "text": "Harvest gold was popular for kitchen and other appliances in the 1970s.",
      "role": "context",
      "area": "form",
      "basis": "documentary",
      "support": {
        "state": "cited",
        "for": [
          "kcc-seventies-revival-S8"
        ],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "documented",
        "mark": "attached",
        "text": "Documented · Source attached"
      },
      "scope": {
        "practice": "historical domestic subject"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "sr-no-bright-accent",
      "text": "Earth palette with no bright accent.",
      "role": "negative",
      "area": "color",
      "basis": "inherited",
      "support": {
        "state": "inherited",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "catalogue",
        "text": "From our catalogue entry"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "dcc:failure-6",
      "text": "Against Disco: compressed warmth versus high-contrast gloss. Same decade, opposite treatment. Against Earthy Modern *(deprecated)*: period reference versus contemporary restraint. Historical. Anti-signature: one bright accent makes it Disco. Remove the grain and sharpen the type and it becomes contemporary earthy minimalism.",
      "role": "negative",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    },
    {
      "id": "dcc:gestalt-boundary",
      "text": "Against Disco: compressed warmth versus high-contrast gloss. Same decade, opposite treatment. Against Earthy Modern *(deprecated)*: period reference versus contemporary restraint. Historical. Anti-signature: one bright accent makes it Disco. Remove the grain and sharpen the type and it becomes contemporary earthy minimalism.",
      "role": "boundary",
      "area": null,
      "basis": "synthesis",
      "support": {
        "state": "none",
        "for": [],
        "against": [],
        "contested": false
      },
      "label": {
        "kind": "reading",
        "text": "Our reading"
      },
      "derives_from": [],
      "ruling": null
    }
  ],
  "web_translations": [],
  "standard_practice": [],
  "sources": [
    {
      "id": "mass-01:seventies-revival:WP_HARVEST_GOLD",
      "kind": "source",
      "title": "Harvest gold",
      "url": "https://en.wikipedia.org/wiki/Harvest_gold",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S1",
      "kind": "source",
      "title": "Cooper Black",
      "url": "https://en.wikipedia.org/wiki/Cooper_Black",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S2",
      "kind": "source",
      "title": "From the Collection: The Women of Photo-Lettering",
      "url": "https://letterformarchive.org/news/from-the-collection-the-women-of-photo-lettering/",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S3",
      "kind": "source",
      "title": "Souvenir (typeface)",
      "url": "https://en.wikipedia.org/wiki/Souvenir_(typeface)",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S4",
      "kind": "source",
      "title": "The Hottest Design Trend of the Year is... Nostalgia?",
      "url": "https://eyeondesign.aiga.org/how-design-treads-the-fine-line-between-trendy-and-tired/",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S5",
      "kind": "source",
      "title": "The Rebrand Trend of 2021? Acting Your Age",
      "url": "https://eyeondesign.aiga.org/the-rebrand-trend-of-2021-acting-your-age/",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S6",
      "kind": "source",
      "title": "Cooper Black Never Went Out of Style - So Why Does It Need a Redesign?",
      "url": "https://eyeondesign.aiga.org/cooper-black-never-went-out-of-style-so-why-does-it-need-a-redesign/",
      "status": "verified",
      "retrieval": "retrieved"
    },
    {
      "id": "kcc-seventies-revival-S8",
      "kind": "source",
      "title": "Harvest gold",
      "url": "https://en.wikipedia.org/wiki/Harvest_gold",
      "status": "verified",
      "retrieval": "retrieved"
    }
  ],
  "relations": [
    {
      "slug": "mid-century-modern",
      "kind": "confused_with",
      "status": "proposed"
    },
    {
      "slug": "disco",
      "kind": "confused_with",
      "status": "proposed"
    },
    {
      "slug": "earthy-modern",
      "kind": "confused_with",
      "status": "proposed"
    }
  ],
  "open": [
    {
      "kind": "open_question",
      "question": "Is there documented motion for the seventies revival?"
    },
    {
      "kind": "missing_research",
      "question": "Is film grain a documented device of the contemporary seventies revival?"
    },
    {
      "kind": "missing_research",
      "question": "What is the revival's native medium?"
    }
  ],
  "aesthetary_build": {
    "note": "Values Aesthetary built with. Not claims about the Aesthetic.",
    "measured": {
      "note": "Read from the page's own stylesheet at build time. Values Aesthetary built with, not claims about the Aesthetic.",
      "slug": "seventies-revival",
      "stylesheet": "seventies-revival.css",
      "bytes": 14855,
      "colours": [
        "#9A4318",
        "#56641F",
        "#C99A2E",
        "#4A2E1C",
        "#EFE2C4"
      ],
      "radii": [
        "2px",
        "8px",
        "20px",
        "24px",
        "28px",
        "50%",
        "999px"
      ],
      "fontSizes": [
        "13px",
        "14px",
        "16px"
      ],
      "faces": [
        "FrauncesSV",
        "DMSansSV"
      ],
      "tokens": [
        {
          "name": "--sv-or",
          "value": "#9A4318"
        },
        {
          "name": "--sv-av",
          "value": "#56641F"
        },
        {
          "name": "--sv-mu",
          "value": "#C99A2E"
        },
        {
          "name": "--sv-br",
          "value": "#4A2E1C"
        },
        {
          "name": "--sv-cr",
          "value": "#EFE2C4"
        },
        {
          "name": "--sv-display",
          "value": "\"FrauncesSV\", \"Cooper Black\", Georgia, serif"
        },
        {
          "name": "--sv-body",
          "value": "\"DMSansSV\", \"Helvetica Neue\", Arial, sans-serif"
        },
        {
          "name": "--sv-grain-dark",
          "value": "url(\"data:image/svg+xml"
        },
        {
          "name": "--sv-grain-light",
          "value": "url(\"data:image/svg+xml"
        },
        {
          "name": "--sv-bleed",
          "value": "var(--s4)"
        },
        {
          "name": "--sv-bg",
          "value": "var(--sv-br)"
        },
        {
          "name": "--sv-fg",
          "value": "var(--sv-cr)"
        },
        {
          "name": "--sv-line",
          "value": "var(--sv-mu)"
        },
        {
          "name": "--sv-g1",
          "value": "var(--sv-or)"
        },
        {
          "name": "--sv-g2",
          "value": "var(--sv-mu)"
        },
        {
          "name": "--sv-g3",
          "value": "var(--sv-cr)"
        },
        {
          "name": "--sv-tile",
          "value": "var(--sv-or)"
        }
      ],
      "animates": false,
      "absent": [
        "no text-shadow anywhere",
        "nothing animates"
      ]
    },
    "design_grammar": {
      "note": "Aesthetary's translation of this record into web primitives. Every value carries a basis: \"record\" is a rule the record holds (cites names it), \"translation\" is our choice derived from the cited rules (because says how), \"not_recorded\" means the record is silent (guidance says what to do). A \"record\" value restates a claim the record holds; its standing is that claim's own kind in the record (a requirement, period practice, modern practice, or our interpretation), which the cited rule states. \"record\" does not by itself make a value a property of the language.",
      "slug": "seventies-revival",
      "version": "2026-09-29",
      "summary": "A starting grammar for a website in Seventies Revival: warm earth hues with brightness withheld, soft rounded display type of the kind phototype revived, and bands of grained colour under a sun-arch.",
      "color": {
        "roles": [
          {
            "role": "cream",
            "value": "#EFE2C4",
            "use": "The lightest ground and the text on dark bands. The palette's ceiling: nothing is brighter.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1"
            ]
          },
          {
            "role": "brown",
            "value": "#4A2E1C",
            "contrast": "10.4:1",
            "use": "The horizon, the ground, text on light bands.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1"
            ]
          },
          {
            "role": "orange",
            "value": "#9A4318",
            "contrast": "5.4:1 (cream on it)",
            "use": "The warmest band; leads.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1",
              "token_rule:hierarchy-13"
            ]
          },
          {
            "role": "mustard",
            "value": "#C99A2E",
            "contrast": "5.3:1 (brown on it)",
            "use": "A band and a line colour. Never text.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1",
              "claim:kcc:form-1"
            ]
          },
          {
            "role": "avocado",
            "value": "#56641F",
            "contrast": "5.6:1 (cream on it)",
            "use": "The coolest band.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1"
            ]
          }
        ],
        "alternates": [
          {
            "label": "harvest gold",
            "recorded": "harvest gold, 1970s kitchen appliances",
            "value": "#C99A2E",
            "basis": "translation",
            "cites": [
              "claim:kcc:form-1"
            ]
          }
        ],
        "rules": [
          {
            "rule": "Keep warmth and withhold brightness: no hue on the page is bright.",
            "basis": "record",
            "cites": [
              "token_rule:sr-r1"
            ]
          },
          {
            "rule": "Use no bright accent anywhere, including states and links.",
            "basis": "translation",
            "cites": [
              "token_rule:sr-r1",
              "claim:failure-1",
              "claim:failure-7"
            ],
            "because": "One bright accent turns the page to Disco; the record rules it out."
          },
          {
            "rule": "Use a mustard for harvest gold.",
            "basis": "translation",
            "cites": [
              "claim:kcc:form-1"
            ],
            "because": "Harvest gold is documented as a popular 1970s appliance colour; the value is this room's."
          },
          {
            "rule": "Which earth hues dominate is left open.",
            "basis": "not_recorded",
            "cites": [
              "claim:declared-freedom"
            ],
            "guidance": "The record declares the hues free; keep them warm and compressed.",
            "silence": "source"
          }
        ]
      },
      "typography": {
        "family": {
          "stack": "\"FrauncesSV\", \"Cooper Black\", Georgia, serif",
          "class": "soft rounded display (the record's class); Cooper Black and Souvenir are the documented period faces; this room uses Fraunces Soft with DM Sans"
        },
        "roles": [
          {
            "role": "display",
            "size": "clamp(52px, 10vw, 132px)",
            "weight": 900,
            "lineHeight": "0.92",
            "case": null,
            "tracking": "-0.02em",
            "measure": null,
            "use": "The name and band headings."
          },
          {
            "role": "heading",
            "size": "clamp(34px, 5vw, 56px)",
            "weight": 900,
            "lineHeight": "1",
            "case": null,
            "tracking": null,
            "measure": null,
            "use": "Band titles."
          },
          {
            "role": "body",
            "size": "18px",
            "weight": 400,
            "lineHeight": "1.6",
            "case": null,
            "tracking": null,
            "measure": "70ch",
            "use": "Reading text, in DM Sans."
          }
        ],
        "tokens": {
          "font-body": "\"DMSansSV\", \"Helvetica Neue\", Arial, sans-serif"
        },
        "rules": [
          {
            "rule": "Set display type bulbous and blobby, with rounded terminals.",
            "basis": "record",
            "cites": [
              "token_rule:typography-4"
            ]
          },
          {
            "rule": "The revival draws on phototype-era rounded faces: Cooper Black (1922) and Souvenir (1914, reissued by ITC from 1971).",
            "basis": "record",
            "cites": [
              "claim:kcc:technique-2"
            ]
          },
          {
            "rule": "Squeeze or stretch display type only as phototype did: precise changes of width.",
            "basis": "translation",
            "cites": [
              "claim:kcc:technique-1"
            ],
            "because": "Phototype let width and orientation be manipulated precisely, and distorted Cooper Black variants are documented."
          },
          {
            "rule": "The sources name no single revival face.",
            "basis": "not_recorded",
            "cites": [
              "claim:kcc:technique-3"
            ],
            "guidance": "Phototype offered display lettering by the thousand; choose a soft rounded face and say which.",
            "silence": "source"
          }
        ]
      },
      "gridLayout": {
        "summary": "Horizontal bands of flat colour stacked under a sun-arch, each band full width, warmest leading.",
        "tokens": {
          "band-pad": "clamp(48px, 8vw, 96px)",
          "measure": "900px"
        },
        "rules": [
          {
            "rule": "Organise the page in horizontal bands with the sun-arch as the organising device.",
            "basis": "record",
            "cites": [
              "token_rule:layout-3"
            ]
          },
          {
            "rule": "Rank bands by order and hue warmth, warmest leading.",
            "basis": "record",
            "cites": [
              "token_rule:hierarchy-13"
            ]
          },
          {
            "rule": "The sources do not specify a column grid.",
            "basis": "not_recorded",
            "cites": [],
            "guidance": "Keep one centred measure inside each band.",
            "silence": "source"
          }
        ]
      },
      "shapeGeometry": {
        "tokens": {
          "radius-soft": "24px",
          "radius-pill": "999px",
          "arch": "concentric half-discs on a horizon"
        },
        "rules": [
          {
            "rule": "Use the sun-arch: concentric bands rising from a horizontal.",
            "basis": "record",
            "cites": [
              "claim:surface-8.motif"
            ]
          },
          {
            "rule": "Round every corner; nothing on the page is sharp.",
            "basis": "translation",
            "cites": [
              "claim:failure-4",
              "token_rule:typography-4"
            ],
            "because": "The record rules out sharp terminals and the sharpness that reads as contemporary."
          }
        ]
      },
      "imagery": {
        "rules": [
          {
            "rule": "Lay film grain over flat colour.",
            "basis": "record",
            "cites": [
              "token_rule:imagery-7"
            ]
          },
          {
            "rule": "Put grain behind text as a background layer, never over it.",
            "basis": "translation",
            "cites": [
              "claim:surface-8.surface"
            ],
            "because": "Grain is the record's surface reading; behind text it can only raise contrast."
          },
          {
            "rule": "Grain as a revival device is not documented.",
            "basis": "not_recorded",
            "cites": [
              "token_rule:imagery-7"
            ],
            "guidance": "It stays our reading; keep it light and never let it carry meaning.",
            "silence": "source"
          }
        ]
      },
      "components": {
        "button": {
          "name": "Button",
          "becomes": "A soft, fully rounded slab of burnt orange with its label in the rounded display face.",
          "anatomy": [
            "burnt-orange field with grain",
            "label in the display face, sentence case",
            "fully rounded ends"
          ],
          "tokens": {
            "background": "#9A4318",
            "color": "#EFE2C4",
            "radius": "999px",
            "height": "48px"
          },
          "states": {
            "default": "Burnt orange, cream label.",
            "hover": "The field deepens to brown. Swapped, not faded.",
            "focus": "3px cream-then-brown outline, 3px out.",
            "active": "Avocado field.",
            "disabled": "Cream field, brown dashed edge."
          },
          "accessibility": [
            "Cream on burnt orange at 5.4:1.",
            "At least 48px tall.",
            "No state relies on a bright colour."
          ],
          "values": [
            {
              "rule": "Round the button fully and set its label in the soft display face.",
              "basis": "translation",
              "cites": [
                "token_rule:typography-4",
                "claim:failure-4"
              ],
              "because": "The record's display is blobby with rounded terminals, and the revival refuses sharpness."
            },
            {
              "rule": "Change state by moving to another earth hue, never to a brighter one.",
              "basis": "translation",
              "cites": [
                "token_rule:sr-r1",
                "claim:failure-1"
              ],
              "because": "No bright accent is allowed anywhere; hover is warmth, not brightness."
            }
          ]
        },
        "card": {
          "name": "Card",
          "becomes": "A band in miniature: a flat, grained field in one earth hue, headed by a small arch.",
          "anatomy": [
            "small three-band arch glyph",
            "title in the display face",
            "one line of body text",
            "flat grained field"
          ],
          "tokens": {
            "radius": "24px",
            "padding": "24px",
            "grain": "behind text only"
          },
          "states": {
            "default": "One earth hue, grained.",
            "hover": "The title underlines, 3px, in the band's line colour.",
            "focus": "3px outline outside the card."
          },
          "accessibility": [
            "The whole card is one link.",
            "Grain sits behind text and only ever raises its contrast."
          ],
          "values": [
            {
              "rule": "Head each card with a small arch and fill it with one flat, grained earth hue.",
              "basis": "translation",
              "cites": [
                "token_rule:layout-3",
                "token_rule:imagery-7"
              ],
              "because": "The record reads the page as bands under a sun-arch, with grain over flat colour."
            },
            {
              "rule": "Order a set of cards warmest first.",
              "basis": "translation",
              "cites": [
                "token_rule:hierarchy-13"
              ],
              "because": "The record ranks by band order and hue warmth, warmest leading."
            }
          ]
        },
        "input": {
          "name": "Input",
          "becomes": "A cream well with rounded corners, a brown rule and its label above in the body face.",
          "anatomy": [
            "cream field",
            "2px brown rule",
            "16px radius",
            "label above",
            "error line below"
          ],
          "tokens": {
            "background": "#EFE2C4",
            "border": "2px solid #4A2E1C",
            "radius": "16px",
            "height": "48px"
          },
          "states": {
            "default": "Cream well, brown rule.",
            "focus": "3px burnt-orange outline.",
            "error": "Message below beginning \"Error:\", in brown on cream; the rule turns burnt orange.",
            "disabled": "Dashed rule."
          },
          "accessibility": [
            "Brown on cream at 10.4:1.",
            "The label is real text above the field.",
            "Errors are words, not colour alone."
          ],
          "values": [
            {
              "rule": "Round the field's corners and rule it in brown on cream.",
              "basis": "translation",
              "cites": [
                "token_rule:typography-4",
                "token_rule:sr-r1"
              ],
              "because": "Softened forms and compressed contrast carry into the form."
            },
            {
              "rule": "Period form conventions are not researched yet.",
              "basis": "not_recorded",
              "cites": [],
              "guidance": "Do not dress the field as a vintage coupon.",
              "silence": "source"
            }
          ]
        },
        "navigation": {
          "name": "Navigation",
          "becomes": "A brown horizon strip: links in cream, the current one sitting under a small rising arch.",
          "anatomy": [
            "brown band",
            "links in the body face",
            "current page marked by an arch glyph and underline"
          ],
          "tokens": {
            "background": "#4A2E1C",
            "color": "#EFE2C4",
            "current": "arch glyph + 3px mustard underline"
          },
          "states": {
            "default": "Cream links on brown.",
            "hover": "Underline, 3px, mustard.",
            "focus": "3px cream outline.",
            "current": "Arch glyph above the label, underline held."
          },
          "accessibility": [
            "aria-current on the current page.",
            "Cream on brown at 10.4:1; mustard is a line, never text."
          ],
          "values": [
            {
              "rule": "Set navigation as a horizon band and mark the current page with the arch.",
              "basis": "translation",
              "cites": [
                "token_rule:layout-3",
                "claim:surface-8.motif"
              ],
              "because": "The arch is the record's organising device, and an arch implies a horizon."
            }
          ]
        }
      },
      "motion": {
        "spec": null,
        "rules": [
          {
            "rule": "Motion for the revival is not researched.",
            "basis": "not_recorded",
            "cites": [],
            "guidance": "The room is still. If a page moves, say that the motion is yours.",
            "silence": "source"
          }
        ]
      },
      "notRecorded": [
        {
          "category": "color",
          "what": "Exact hues",
          "why": "Which earth hues dominate is a declared freedom; only harvest gold is documented as a period colour."
        },
        {
          "category": "typography",
          "what": "One revival face",
          "why": "The record gives a class; Cooper Black and Souvenir are documented period faces, not a requirement."
        },
        {
          "category": "components",
          "what": "Interface conventions",
          "why": "The research record does not establish them. Softer, rounder type in brands generally is documented, not a revival UI."
        },
        {
          "category": "motion",
          "what": "Any motion",
          "why": "An open question on the record."
        }
      ],
      "silence": {
        "color": "source",
        "typography": "source",
        "gridLayout": "source",
        "shapeGeometry": "source",
        "imagery": "source",
        "components": "source",
        "motion": "source"
      }
    }
  }
}