Brand Guide · v1.0 · Datatechs Consulting Limited
The Datatechs
Identity System
A complete reference for applying the Datatechs brand consistently across website design, documentation, and presentation materials.
01 - Brand Foundation
What Datatechs stands for
Every design decision flows from a clear brand position. Visuals should reinforce these values - never contradict them.
Core position
Datatechs extends what MSPs can deliver - without competing with them.
In one sentence
We help managed service providers deliver Microsoft 365 projects with specialist depth they don't need to build in-house.
Brand personality
Professional but human. We speak plainly, earn trust through competence, and treat every partner relationship as a long-term investment. We never talk over people or dress capability up as a sales pitch.
What we bring
Microsoft 365 consulting depth, modern workplace and compliance expertise, Power Platform capability, and embedded project management - delivered as an extension of your team, not an outside vendor.
Who we work with
We support MSPs of all sizes and locations, with a growing international client base. Our speciality is regulated and compliance-sensitive environments, where structured delivery and deep Microsoft 365 expertise matter most.
Brand values
Partner-first - their success is our success.
Commercially aware - we understand delivery economics.
Straightforward - no jargon, no over-promising.
Capable - quiet confidence, not loud claims.
02 - Colour System
Palette & usage
Built around Datatechs Plum - a confident, distinctive colour that sets the brand apart from generic IT blue. Use it with discipline.
Primary
Datatechs Plum
#A4063E
Logo, CTAs, accent bars, badges, active states, slide accents, hyperlinks.
Text
Near Black
#161718
All headings, body text on light backgrounds, nav bars, footers.
Surface
White
#FFFFFF
Primary light surface. Cards, content panels, document and slide backgrounds.
Plum Light
#D2839F
Eyebrow text on dark backgrounds. Soft accent only.
Neutral Grey
#8B8C8C
Captions, metadata, placeholder text. Never for body copy.
BG
Light Mist
#F4F4F5
Page backgrounds, table alt rows, section separators.
Plum scale
050
100
200
400
600
800
900
Semantic colours
Brand / Active
Plum. All interactive states, links, badges, icons.
Success
#16A34A. Completion, positive status, approved.
Warning
#D97706. Caution, pending, items needing attention.
Error
#DC2626. Errors, alerts, destructive actions.
Colour rules
Plum is the differentiator. Never substitute it with generic blue. The plum establishes brand recognition - protect it.
Plum on white or near-black only. Do not place plum text on coloured backgrounds. Contrast and legibility always take priority.
Minimum contrast: 4.5:1 for body text, 3:1 for large headings and graphic elements. Verify every new application.
03 - Typography
Aptos type system
Aptos is used for all text - headings and body. It is a modern Microsoft typeface, clean, geometric, and highly legible at all sizes. Available natively in all Microsoft 365 applications.
Aptos - all headings and body textPrimary & only typeface
Aa Bb Cc Dd Ee Ff Gg
Partner with confidence. Deliver with expertise. Datatechs helps MSPs extend their capability without extending their headcount.
Light
300 - Intro / pull quotesSemibold
600 - Subheadings / labels
Web fallback stack: font-family: 'Aptos', 'Segoe UI', 'Trebuchet MS', system-ui, sans-serif
Type scale
Display
700 / 60px
-2.5% / 1.05
Hero Title
H1
700 / 40px
-2% / 1.1
Page Heading
H2
700 / 28px
-1.5% / 1.15
Section Heading
H3
600 / 20px
-1% / 1.2
Subsection or Card Title
Body Large
400 / 18px
0% / 1.65
Introductory paragraph text that opens a section with supporting context and sets the tone.
Body
400 / 16px
0% / 1.65
Standard body copy for documentation, website content, and proposals. Comfortable for sustained reading at this size and weight.
Caption / UI
400 / 13px
0% / 1.5
Supporting labels, metadata, timestamps, form hints, secondary UI text, table captions.
Label / Eyebrow
600 / 11px
+12% / 1
Section Label · Eyebrow · Badge
04 - Logo & Mark
Logo system
The Datatechs logo pairs a hexagonal node mark with the "Datatechs" wordmark. The icon communicates connectivity, data flow, and forward momentum simultaneously.
Logotype anatomy
IconHexagon + node network + solid play chevron
WordmarkAptos Bold (700), Near Black #161718
GapApprox. half the icon width
Min. size120px digital / 30mm print
On white - primary usage for documents and web content
On dark - place logo on a white or light surface. A transparent PNG or SVG version is needed for direct dark placement.
On mist - background section headers and panel headers
Icon only - minimum sizes. A transparent background version is recommended for dark contexts.
Logo don'ts
Don'tPlace on busy or low-contrast backgrounds.
Clear zone
Maintain clear space equal to the cap-height of the "D" on all four sides. No other elements enter this zone.
05 - Voice & Tone
How Datatechs communicates
Voice is consistent across all materials. Tone adapts to context - a proposal is more formal than a LinkedIn post - but the underlying character never changes.
Professional
Competent and credible - never stiff or cold.
Approachable
Plain language, human tone, no unnecessary jargon.
Partner-first
Their success is the subject. The MSP is always the hero.
Commercially aware
Speak in outcomes and delivery economics, not features.
Write like thisDO
"We work alongside your team to deliver M365 projects - so you can take on more without hiring more."
"Our embedded PM approach means your clients get structured delivery, and you keep full ownership of the relationship."
"If your team is stretched on compliance work, we can step in and get it done."
"We handle the specialist depth - you handle the client."
Avoid thisDON'T
"Datatechs is a leading Microsoft 365 consultancy delivering cutting-edge cloud transformation solutions."
"Leverage our best-in-class capabilities to synergise your go-to-market strategy."
"We are the premier partner for all your Microsoft needs across the full stack."
"Our proprietary methodology guarantees outcomes that exceed client expectations."
06 - UI Components
Reusable elements
Consistent building blocks for website, proposals, and internal tools. Use these established patterns - don't invent new ones.
Badges & Labels
Microsoft PartnerM365 ConsultingPower PlatformSecurity & ComplianceModern WorkplacePMaaS
Service Card
Microsoft 365
Modern Workplace Deployment
Structured M365 rollout with governance, security baselines, and user adoption - delivered as your team's capability extension.
4 - 8 weeksAvailable
Power Platform
Automation & App Development
Practical Power Apps and Power Automate solutions scoped to real client workflow problems - no over-engineering.
2 - 6 weeksAvailable
Metric Cards
Projects delivered
40+
and growing
MSP partners
12
active engagements
Focus
M365
Power Platform · PMaaS
Callouts
Partner note: Datatechs operates on a white-label basis by default. Your client relationship stays fully yours throughout any engagement.
07 - Spacing & Layout
Spatial rhythm
All spacing is based on an 8px grid. Never use arbitrary values - always use a step from the scale below.
Grid12-column. Max width 1100px. 48px gutters desktop, 24px mobile.
Border radius6px buttons/inputs · 10px cards · 16px feature cards.
BreakpointsMobile <768px · Tablet 768 - 1024px · Desktop >1024px.
08 - Quick Reference
At a glance
| Element | Specification | Usage / Notes |
|---|
| Primary colour | #A4063E - Datatechs Plum | Logo, CTAs, badges, active states, all accent elements |
| Text colour | #161718 - Near Black | All headings and body copy on light backgrounds |
| Backgrounds | #FFFFFF / #F4F4F5 | White for cards and content · Mist for page backgrounds |
| Plum light | #D2839F | Eyebrow text on dark backgrounds only |
| Neutral grey | #8B8C8C | Captions, metadata, secondary labels - never body copy |
| Typeface | Aptos (all text) | Headings 700 · Body 400 · Labels 600 uppercase +12% tracking |
| Logo wordmark | Aptos Bold alongside icon | Never separate icon and wordmark below 300px width |
| Logo min. size | 120px digital · 30mm print | Icon only: 20px digital minimum |
| Clear zone | Cap-height of "D" on all sides | No other elements within this zone |
| Spacing grid | 8px base unit | 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 80px |
| Border radius | 6px / 10px / 16px | Buttons & inputs / Cards / Feature cards |
| Legal name | Datatechs Consulting Limited | Short form in all informal contexts: Datatechs |
| Website | datatechs.co.uk | Include in all footers and proposal headers |
52px