/assets · only what the brand may use
Their own material first: their photos, videos and voice prove more than any stock file. Stock is for b-roll that cannot be
filmed (a city, an ingredient field, a texture), illustrations for explanations, and sound.
What is in the kit (no download, no credit needed unless noted)
| need | use | licence |
|---|
| icons | "icon": "cake" (Lucide), "tabler:cake", "tabler:cake:filled", "phosphor:cake:duotone", "hero:cake:solid" · search: node tools/render/icons.mjs cake --sheet /tmp/i.png | ISC / MIT |
| illustrations | "illustration": "doodle:<name>" (Open Doodles, 32, recoloured to the brand) or "peep:<any word>" (Open Peeps people; same word = same person), "notionists:…", "lorelei:…", "thumbs:…" on carousel covers, tips, CTAs and tip/question stories | CC0 |
| emoji | typed normally; renders use Noto Color Emoji (installed by tools/install.sh) | OFL |
| fonts | 51 families in fonts/ (fonts/gallery.html) | OFL |
| a map | story template location with an address: drawn in the brand colours from OpenStreetMap data, credit printed on it | ODbL (credit required, already on the map) |
What to fetch (node tools/assets/fetch.mjs)
| need | command | licence |
|---|
| photo | openverse "<query>" or commons "<query>" (no key) · pexels / pixabay / unsplash "<query>" --portrait (free keys in .env, typed by them) | CC0 / public domain · Pexels / Pixabay / Unsplash licences |
| video b-roll | pexels "<query>" --type video --portrait · pixabay "<query>" --type video | Pexels / Pixabay licences |
| music | openverse "<mood, genre>" --type music | CC0 |
| sound effects | openverse "<sound>" --type sfx (Freesound CC0 among them) | CC0 |
| Pixabay is tested and the easiest key to get (sign in, the key shows on pixabay.com/api/docs). Pexels paused new API keys | | |
(checked 2026-10-12); Unsplash needs a developer app (unsplash.com/oauth/applications). Files land in reels/<slug>/stock/ (pass --out) with CREDITS.md; keep it with the reel. --allow-by adds CC BY (then the | | |
| credit line from CREDITS.md goes in the caption or the description). | | |
Rules
- Never: CC BY-NC (non-commercial), CC BY-SA (share-alike), "free for personal use", anything from Google Images, Pinterest,
another page's post, a film, a TV show or a song from the radio. Instagram's own music library works only when posting from
the app; a track added in the edit must be cleared (CC0, a licence they bought, or music they own).
- Stock with a recognisable person, a logo or private property: fine for posts; for paid ads check the model/property release
on the source page.
- Never present a stock photo as their product, their shop or their customer. Stock is "a cake", never "our cake".
- Look at every file before using it (watermarks, wrong subject, text in the image). Record the licence in the reel's folder.
- A paid font, music or photo licence they bought: note what it covers (social media? ads? how many views?) in
brand/BRAND.md.