Brand

The brand is the contract we make with anyone who touches a Tradik surface — site, app, or doc.

Principles

Direct over decorative. If a sentence or a stroke does not earn its place, cut it.
Calm density. Let people scan; never overwhelm with chrome.
Accessible by default. WCAG 2.2 AA is the floor, not the ceiling.
One system, many products. A Tradik surface should be recognisable in 200 ms.

Logo

The mark is two interlocking chevrons forming a square — gray for the trailing edge, brand blue (#0050A6) for the leading. Use the production PNG below; do not redraw, recolour, or stretch.

Primary — light surfaces

On dark — keep ≥ 16 px clear-space all around

Clear-space equals the height of the inner notch. Minimum size: 24 px on screen. Source files on the Downloads page.

Voice

Plain, confident, useful. Write like you would talk to a competent colleague: no hedging, no marketing puff, no unexplained jargon. If a feature is in beta, say so. If something is broken, say what you are doing about it.

Tradik’s public voice already sets the tone — see the homepage strapline “Simple. Secure. Future-proof.”

Source of truth

Tokens documented here are reverse-extracted from the production CSS bundle of tradik.com. Where the public site and the PWA manifest disagree (the manifest currently declares theme_color: #0f766e), the production CSS — built from Tailwind tokens around #0050A6 — is treated as authoritative.