# Red Eagle Tech Brand Guidelines

## 1. Overview

This document outlines the brand guidelines for Red Eagle Tech, ensuring consistency in how we present ourselves across all communications, products, and interfaces. These guidelines should be followed alongside our coding standards to maintain a unified brand experience.

## 2. Our Vision

**To be the most trusted tech partner that people love to work with, freeing our clients to focus on what they do best – running their business.**

## 3. Our Brand Promise

### 3.1 Giving Enjoyable Experiences
Technology is for all of us – we make it accessible, straightforward and enjoyable.

### 3.2 Building Strong Partnerships
We understand our clients better and partner with them to achieve their business objectives.

### 3.3 Delivering Expertise
We're knowledgeable, up-to-date and if we don't already know the answer – we'll find out.

## 4. Brand Personality

Our brand personality shapes how we communicate and interact:

- **Approachable** - We're friendly and easy to work with
- **Trustworthy** - We deliver on our promises
- **Collaborative** - We work together to achieve the best outcomes
- **Resourceful** - We find solutions to challenges
- **Knowledgeable** - We're experts in our field
- **Energetic** - We bring enthusiasm to everything we do

## 5. Visual Identity

### 5.1 Logo Usage
The Red Eagle Tech logo should be used consistently across all materials. Ensure adequate clear space around the logo and maintain proper proportions.

### 5.2 Colour Palette

#### Primary Colours
- `#6F7379` - Primary Grey
- `#ECEFF0` - Light Grey
- `#95292A` - Primary Red
- `#913338` - Dark Red
- `#98555A` - Muted Red

#### Secondary Colours
- `#CFB264` - Gold
- `#5B95D5` - Blue
- `#262626` - Dark Grey
- `#83C190` - Green
- `#81868C` - Mid Grey
- `#B69538` - Dark Gold
- `#3B81CD` - Dark Blue
- `#6BB57B` - Light Green
- `#A43A3F` - Alternative Red
- `#BC4248` - Bright Red

### 5.3 Typography

#### Primary Typeface: Noto Sans
- Use for headings, body text, and general communications
- Clean, modern, and highly readable
- Available in multiple weights

#### Secondary Typeface: Lato
- Use for accents, subheadings, or alternative layouts
- Complementary to Noto Sans
- Good for digital interfaces

## 6. Language and Tone

### 6.1 Voice Principles
We're approachable, friendly, lively and genuine. We communicate like real people and allow our personalities to shine through. We use natural, conversational language that shows we're human.

### 6.2 Word Choices
Prefer simple, clear language:
- Use **"start"** instead of "commence"
- Use **"let's talk"** instead of "please schedule a consultation"
- Use **"grab a copy"** instead of "download"
- Use **"we'll"** instead of "we will"

### 6.3 Setting the Right Tone

**❌ Too formal:**
"Jo Smith provides a demonstration of how to create a Power BI report in an efficient manner."

**✅ Just right:**
"Jo Smith shows us how to craft a quick Power BI report."

**❌ Overdoing it:**
"Everyone's fave engineer Jo Smith gives the lowdown on bossing an awesome Power BI report."

### 6.4 Language Dialect
We're based in London, United Kingdom. We cater for a global audience, and at the same time, we're proud of our British roots, so we:

#### Use British English Spellings
- Write **"categorise"** not "categorize"
- Write **"colour"** not "color"
- Write **"centre"** not "center"
- Write **"programme"** not "program" (except for computer programs)

#### Include Appropriate British Expressions
Mix in occasional British expressions that are both distinctly British and internationally understood:
- "spot on"
- "give us a shout"
- "cheers"
- "sorted"

### 6.5 Writing Style
We write in a friendly, engaging and confident way. Yes, we're professional, but not in a stuffy corporate way. We're human, lively and spirited. We're not afraid to be bold, sassy, playful and humorous. We're engaging and we write in a way that normal people can relate to.

### 6.6 Capitalisation Style (Sentence Case)
We use **sentence case** for all headings, titles, and buttons to maintain a modern, approachable style:

#### Use Sentence Case For:
- **Headings and titles**: "The true cost of technical debt" not "The True Cost of Technical Debt"
- **Button text**: "Process now" not "Process Now"
- **Navigation items**: "About us" not "About Us"
- **Form labels**: "Enter your email" not "Enter Your Email"
- **Menu items**: "View all products" not "View All Products"

#### Why Sentence Case?
- More conversational and friendly
- Easier to read
- Reflects modern design trends
- Consistent with our approachable brand personality

#### Examples:
- ✅ "Book your free consultation"
- ❌ "Book Your Free Consultation"
- ✅ "Download the complete guide"
- ❌ "Download The Complete Guide"

## 7. Application in Code and Documentation

### 7.1 Code Comments
Share a little bit of happiness with your fellow engineers by making code comments informative and human rather than dull and formal:
```csharp
// Let's grab the latest stock data from our supplier
// rather than: Retrieve inventory information from external source

// Sorted! We've successfully updated the product
// rather than: Product update operation completed successfully
```

### 7.2 User Interface Text
- Error messages should be helpful and human
- Success messages can be celebratory but professional
- Instructions should be clear and encouraging

### 7.3 Documentation
- Technical documentation should be clear but not dry
- Include examples that relate to real-world scenarios
- Use "we" and "you" to create a conversational tone

## 8. Brand Guidelines for Different Contexts

### 8.1 Client Communications
- Maintain professionalism whilst being approachable
- Use the client's language (avoid excessive jargon)
- Be solution-focused and positive

### 8.2 Internal Communications
- Can be more relaxed and playful
- Encourage team spirit and collaboration
- Celebrate successes enthusiastically

### 8.3 Marketing Materials
- Lead with benefits, not features
- Use case studies and real examples
- Keep energy high and tone optimistic

### 8.4 Technical Documentation
- Balance accuracy with accessibility
- Use diagrams and examples liberally
- Don't assume prior knowledge

## 9. Common Mistakes to Avoid

- **Being too formal** - We're not a faceless corporation
- **Using American spellings** - We're proudly British
- **Overusing technical jargon** - Make technology accessible
- **Being boring** - Technology should be exciting and joyful to use
- **Forgetting our personality** - Let it shine through

## 10. Quick Reference Checklist

When creating any content, ask yourself:
- [ ] Is it written in British English?
- [ ] Does it sound like a real person wrote it?
- [ ] Is it clear and easy to understand?
- [ ] Does it reflect our brand personality?
- [ ] Would our clients find it helpful and engaging?

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*These brand guidelines work alongside our coding standards to ensure consistency across all Red Eagle Tech outputs. When in doubt, choose the option that's more human, more helpful, and more distinctly us.*