Practical specialist software
Retrace exists to create direct, useful tools for real problems without unnecessary burden.
Retrace Enterprises ยท Brand Style Guide
Brand Style Guide
A unified brand system for company websites, product interfaces, documentation, marketing and support. The goal is to make every Retrace product recognisable, credible and consistent while preserving appropriate product-level identity.
Brand positionPractical
VoiceDirect
Visual approachProfessional
GovernanceConsistent
Brand Foundation
The character Retrace should express everywhere.
Consistent, not generic
Capable and grounded
Confident, clear, technically competent and human without sounding corporate or artificial.
Respect the user
Respect time, privacy, device resources, money and the customer's right to understand what they are buying.
Show real work
Use genuine screenshots, accurate claims, transparent pricing and accountable support.
Visual System
Core presentation rules for the company and products.
| Element | Retrace Standard | Use | Avoid |
|---|---|---|---|
| Primary palette | Deep navy/charcoal with restrained green and blue accents | Company pages, dashboards, documentation | Random colour shifts between pages |
| Typography | Modern system sans-serif with strong hierarchy | Readable interfaces and marketing | Decorative fonts in core UI |
| Layout | Spacious cards, clear sections, strong alignment | Professional and accessible presentation | Overcrowding and novelty-first layouts |
| Imagery | Real product screenshots, diagrams and purposeful visuals | Evidence and explanation | Fake dashboards or irrelevant stock art |
| Product accents | Armarium neutral/green, BulkHound orange/blue as defined, Stone #10B981 / #34D399 | Distinct product identity within one ecosystem | Breaking overall family resemblance |
Voice & Messaging
How Retrace should speak to customers.
Direct language
- State the problem.
- Explain the result.
- Show the evidence.
- Be honest about limits.
Inflated marketing
- No fake AI claims.
- No fake urgency.
- No unsupported superlatives.
- No invented testimonials.
Accountable and respectful
Acknowledge the issue, explain the next action and avoid blaming the customer.
Brand Governance
Controls that keep the ecosystem coherent.
Shared foundations
Use common page, email, support and release templates.
Pre-release brand check
Check logo, colour, terminology, tone and claims before publication.
Connected ecosystem
Maintain shared navigation, footer, legal and support patterns.
Change deliberately
Update the guide when a repeated pattern is formally approved.
The brand guide should support product individuality without allowing every product to look like an unrelated company.