Brand Identity & Voice
On this page
Digital Sanctum is a founder-led technology business based in Ivanhoe. We help businesses understand their technology, reduce repeated work and gain practical control over the tools they depend on. This guidance reflects Peter’s story and our internally adopted Brand Identity & Voice Guidelines, SOP-004 v1.2.
Purpose, scope and maintenance
This guidance helps people represent Digital Sanctum consistently across its website, products, services and communications. It covers brand positioning, identity and voice; product terms and accessibility requirements are assessed separately.
Digital Sanctum owns and maintains the guidance. Before applying a visual specification or making a product claim, check the current approved assets, the relevant evidence and the canonical Core record, SOP-004. The accountable publisher records substantive changes and reviews; use the correction link below to flag an issue. Following this page is not a sitewide conformance certificate.
01. Brand Positioning
Tagline
Technology Strategy
for Ivanhoe Business.
Not enterprise overhead — enterprise capability. Built for the businesses that make Ivanhoe run.
Mission
Help small businesses use technology well, reduce repeated work and make informed choices about the systems they rely on.
We use practical sovereignty, reusable solutions and clear explanations to help useful work go further.
Purpose and principles
Start with the real business problem and people affected. Consider ownership and dependencies, simplify repeated work, and share what we learn so others can make informed decisions.
Before
"Victorian C-suites"
"Enterprise-Grade"
"Premium"
After
"Ivanhoe business owners"
"Enterprise capability"
"Local, practical, sovereign"
How AI and Sanctum fit
We use AI-assisted tools with human direction, review and accountability. Sanctum Chat supports assistant personas working through connected applications and relevant business processes, rules and approvals; Core holds business records and knowledge; CMS manages website content. Describe features only where they are available and supported by evidence.
Brand guidance describes our identity and voice. The UX/UI Design Standard addresses interaction and accessibility; it remains proposed until separately adopted. Explore our standards.
02. Logo & Mark System
Graphic Mark
Monogram DS mark + gold period
Wordmark
Horizontal lockup: The current website header shows “Digital” and the period in the foreground colour, with “Sanctum” in gold. Check the approved asset for each other context.
Stacked lockup: Used on printed materials, social cards, and vertical spaces. Monogram DS mark above wordmark.
Clear space: Keep the mark clear of nearby elements; confirm any precise clearance requirement against the approved asset specification.
03. Colour Palette
Navy
#1B2838
Primary brand colour — trust, depth, local authority
Gold
#C0A062
Accent — CTAs, links, interactive elements, highlights
Sage
#5C7A6A
Secondary — growth, grounding, decorative elements
Teal
#3D5A5C
Stability — muted accents, borders, secondary surfaces
Warm
#D4876A
Highlight — warm accents, callouts, featured content
Muted
#8B9BB5
Neutral — secondary text, metadata, subtle labels
Dark Theme Surface Palette
Deep Background
#0A0E17
Page canvas — darkest surface
Surface
#151D28
Card backgrounds, elevated surfaces
Surface Alt
#1F2937
Alternate surface, bordered elements
Text Light
#E8EDF5
Body text on dark backgrounds
04. Typography
Heading Font
Inter (Bold)
Weights: 600 (Semibold), 700 (Bold), 800 (Extrabold)
Sizes: 48px (H1 hero), 36px (H2), 24px (H3), 20px (H4)
Used for: Headings, hero titles, section headers, navigation
Body Font
Inter
Weights: 400 (Regular), 500 (Medium), 600 (Semibold)
Sizes: 18px (intro), 16px (body), 14px (small), 12px (caption)
Line-height: 1.7 for readability
Modular Type Scale
The examples below show the sizes and line heights used in this reference. Choose responsive sizes for the content and device.
| Level | Size | Line-height | Ratio | Usage |
|---|---|---|---|---|
| H1 Hero | 3rem / 48px |
1.1 | 1.33× | Homepage hero, landing page titles |
| H2 | 2.25rem / 36px |
1.2 | 1.5× | Section headers, page titles |
| H3 | 1.5rem / 24px |
1.3 | 1.2× | Card titles, section subtitles |
| H4 | 1.25rem / 20px |
1.4 | 1.25× | Minor headings, feature titles |
| Intro | 1.125rem / 18px |
1.5 | 1.125× | Lead paragraphs, hero subtext |
| Body | 1rem / 16px |
1.7 | — | Body text, paragraphs |
| Small | 0.875rem / 14px |
1.5 | — | Secondary text, metadata |
| Caption | 0.75rem / 12px |
1.4 | — | Labels, captions, footnotes |
05. Voice & Tone
Direct & Capable
Speak to people as capable peers. Use plain language and concrete examples; explain specialist terms when they help someone make a decision.
✓ "Let’s look at the steps your team repeats and where a tool could help."
✗ "Leverage enterprise-grade digital transformation initiatives."
Local & Grounded
We are based in Ivanhoe. Use local context where relevant without assuming that every client is local.
✓ "Based in Ivanhoe — we work with businesses up and down Upper Heidelberg Road."
✗ "Every client is based in Ivanhoe."
Sovereign & Practical
Explain ownership, data location, dependencies and costs for the actual product, deployment and agreement. Do not promise universal savings, residency or independence.
✓ "Understand who controls your information and what choices you have."
✗ "Subscription-based OPEX model with CAPEX optionality."
Honest & Transparent
Be clear about the scope, evidence, uncertainty and current terms. Check authoritative service details before quoting a price or credit.
✓ "We’ll explain what the service covers and its current terms."
✗ "Every client receives the same outcome and savings."
06. Visual Style
Purposeful, Readable Visuals
Use the existing identity thoughtfully. Choose light or dark surfaces and imagery for the content and context, with legible text and clear contrast.
- Do: Choose imagery with a clear purpose and strong composition.
- Do: Feature actual product screenshots and architecture diagrams.
- Do: Use gradient overlays for text readability on hero images.
- Don't: Use generic stock photography of call centres or server rooms.
- Don't: Choose a treatment solely because it is light or dark.
07. UI Patterns
Buttons
Primary: Gold fill on dark background. Secondary: Charcoal with gold border.
Service Cards
Strategic MSP
Beyond break/fix. Proactive infrastructure management for Ivanhoe businesses.
Inline Links
Learn more about our services →Use a visible non-colour cue such as an underline, plus a clear keyboard focus state. Check contrast and interaction for the actual context.
08. Logo Usage Guidelines
Website-style example — light background
Website-style example — dark background
Minimum size: The previous reference listed 120px on screen and 25mm in print; verify the current approved minimum for each asset.
Colour variants: On light backgrounds use Navy + Gold. On dark backgrounds use White + Gold.
Monochrome: A single-colour (white or black) version can be used in constrained spaces like favicons, watermarks, and social avatars.
Prohibited: Do not rotate, stretch, apply drop shadows, place on busy photography, or change the aspect ratio.
Digital Sanctum — Brand Identity & Voice
Core SOP-004 v1.2 adopted internally · Public brand guidance and visual reference