01 · Voice
Plain, calm and kind.
We write the way you'd talk to a store owner over the counter. Simple words, short sentences, no scare tactics.
Do
- Say what it does in everyday words: "checks card readers for hidden skimmers"
- Lead with the places people know: gas pumps, grocery and convenience stores, small shops, ATMs
- Keep the honest limit: it finds skimmers that send a wireless signal, and an all-clear is not a guarantee
- Name the source whenever you use a number
- Write "SkimGuard" as one word, with a capital S and G. The company is "SkimGuard, Inc."
Don't
- Suggest a store that finds a skimmer did something wrong
- Use fear, countdowns or alarm language
- Make up a number, or use one without a source
- Name laws, rules or regulations in marketing copy
- Use technical terms when a plain word will do
02 · Color
The palette.
Royal Blue leads. Ink anchors. Light, cool backgrounds carry the rest.
Royal Blue
#4169E1
Main color. Logo, links, buttons. RGB 65, 105, 225. CMYK 71, 53, 0, 12.
Ink
#16181D
Headlines, body text, dark panels. RGB 22, 24, 29. CMYK 24, 17, 0, 89.
Paper
#F7F9FC
Page background. RGB 247, 249, 252. CMYK 2, 1, 0, 1.
Blue Deep
#2F4FC7
Hover and pressed states.
Blue Soft
#6F8AE8
Accents on dark backgrounds.
Blue Tint
#EEF2FD
Panels and highlights.
Ink Soft
#3D424D
Body text and subheads.
Ink Light
#73798A
Captions and small labels.
Rule
#E2E7F0
Borders and dividers.
03 · Type
Manrope, plus JetBrains Mono.
Manrope for everything people read. JetBrains Mono only for small labels like the ones above each heading. Both are free on Google Fonts.
Your staff check each card reader with a phone in about 30 seconds. Every check is saved in a simple log.
Card skimmer detection
04 · Logo
The logo and when to use each file.
The mark is a shield holding a card in motion, with a circle sweeping around it. Use the full logo the first time people see us. Use the icon alone where the name already appears nearby, like avatars and app icons.
Full logo
Icon only
PNG files: full logo, 2048 px · blue icon, 1024 px · black icon, 1024 px · black icon, 512 px
05 · Space and size
Give the logo room.
Keep empty space around the logo at least as tall as the shield. Call that height X. Nothing else should come inside X: no text, pictures, edges or other logos. More space is fine.
| Where | File | Smallest size |
|---|---|---|
| Screen | Full logo | 120 px wide |
| Screen | Icon only | 24 px wide |
| Full logo | 1 inch (25 mm) wide | |
| Icon only | 0.25 inch (6 mm) wide | |
| Favicon or app icon | Icon only | 16 x 16 px (start from 32 px or larger) |
06 · Please don't
Keep the logo looking right.
Make new color versions
Use one of the eight files above.
Stretch or squash it
Keep the shape when resizing.
Tilt or rotate it
The logo always sits level.
Put it on a busy photo
Use the all-white version, or place it on a solid panel.
Put blue on clashing colors
Avoid red, orange or similar blues behind the blue logo.
Recolor it
No green, purple, gold or other tints.
07 · Quick answers
Which file do I use?
A news article
The blue-on-light SVG. If your system needs a PNG, use the 2048 px full logo. Company descriptions are in the media kit.
A social media avatar
The blue icon (1024 px PNG), centered on white.
An email signature
The blue-on-light SVG, or the 2048 px PNG shown no wider than 120 px.
Next to a partner's logo
Put a thin #E2E7F0 line between the two logos, with space X on each side. Make the two look about the same visual weight.
Print and signs
Use the SVG and let the printer size it. For one-color print, use the all-black version.
Not sure? Just ask.
We'd rather answer a quick question than see the logo used in a way that doesn't look right.
Email hello@skimguard.io