---
name: brand-guidelines
description: Applies Datapath's official brand colors and typography to any sort of artifact that may benefit from having Datapath's look-and-feel. Use it when brand colors or style guidelines, visual formatting, or company design standards apply.
license: Complete terms in LICENSE.txt
---

# Datapath Brand Styling

## Overview

To access Datapath's official brand identity and style resources, use this skill.

**Keywords**: branding, corporate identity, visual identity, post-processing, styling, brand colors, typography, Datapath brand, visual formatting, visual design

## Brand Guidelines

### Colors

**Primary Colors:**

- Neon Mint: `#46B976` (Pantone 7479C) — Primary brand color; C70 M0 Y73 K0
- Gray Blue: `#435364` (Pantone 2168C) — Secondary; C77 M61 Y44 K25
- Gray: `#333333` (Pantone XXX) — Body text and dark backgrounds; C69 M63 Y62 K58
- White — Light backgrounds and text on dark

**Neon Mint Tints (when variation is needed):**
- 80% tint of Neon Mint
- 60% tint of Neon Mint

**Service Category Colors:**

- Security: `#05CE7C` + `#435364`
- Mobility: `#05CE7C` + `#E8C651` (gold) + `#303A65`
- Cloud: `#05CE7C` + `#1F5F7D` + `#4DECCC` (light teal)
- IT Management: `#05CE7C` + `#1B75BB` + `#20284C`

### Typography

- **Font Family**: Proxima Soft (7 weights available)
- **Primary weights**: Bold and Light
- **Section Headers**: All caps, bold, tracked (letter-spaced), in Neon Mint (`#46B976`)
- **Headers**: Light weight, roughly twice the size of body copy; White, Gray, or Gray Blue
- **Body Text**: Light weight, approximately half the size of headers; White, Gray, or Gray Blue
- **Link Style**: Same size as section headers, with mouseover arrow effect

### Logo Usage

- **Stacked logo**: Preferred version — emphasizes the iconic "D" element
- **Horizontal logo**: For websites or space-limited situations; icon height never smaller than 1/8 inch
- **Clear space**: Padding around the logo equals the wordmark's letter height
- **On dark/photo backgrounds**: Keep icon in Neon Mint; change wordmark to White
- **Icon-only usage**: Only when the audience is already familiar with the Datapath brand

### Iconography

- Icons contained in circles
- Simple, no fills; 1.5pt stroke weight (Illustrator)
- Consistent line weight throughout
- Rounded corners; sharp endcaps
- Icons support copy — not standalone except in textural applications

### Photography & Treatment

- Apply gradient map effects using brand colors
- Separate subjects from backgrounds before applying gradient maps
- Use images with clearly defined subjects
- Photos framed with angled edges matching the logo icon's angle

### The 5 Line Ribbon

- Five parallel lines that interact with people/subjects as a visual metaphor for Datapath's services
- Lines enter from one side and exit the opposite; turns are simple and sharp
- Can be used with imagery or sans imagery (best on white or dark backgrounds)
- Used texturally to frame content or as a background element

## Brand Voice & Tone

**Voice Attributes:**
- **Confident**: Strong, direct, positive — not arrogant or brash
- **Smart**: Experienced, sharp, decisive — not bossy or controlling
- **Genuine**: Authentic, open, helpful — not exclusive or distant
- **Approachable**: Sharp, helpful — not cold, slick, or reserved

**Messaging Rules:**
- "Datapath" is always title case, one word (except in logo or headers)
- Messages are simple, action-oriented, and straightforward
- External communications: clear, engaging, direct — avoid complexity or confusion
- Internal communications: straightforward and respectful

## Brand Platform

**Vision**: To be the most trusted IT solutions provider, improving lives with innovative solutions.

**Mission**: To be a world-class managed service provider.

**Brand Attributes**: Innovative, Trustworthy, Quality-Driven, Effortless, Approachable, Personal, Visionary

**5 Core Values** (represented by the 5 lines in the logo):
1. Do the Right Thing & Do The Thing Right
2. People Matter Most
3. Ninjas and Unicorns
4. Ideas Bring Value
5. Commit to Give

## Technical Details

### Color Application

- Uses hex values for precise brand matching
- Neon Mint (`#46B976`) is the primary differentiator — intentionally stands out from industry-standard blues and grays
- Blues and grays provide contrast for the green; green icon should always be preserved
- Applied via RGBColor class in python-pptx or equivalent CSS/hex values in web contexts

### Font Management

- Proxima Soft is the brand typeface; use bold and light weights primarily
- Maintain typographic hierarchy with proper weights for headers vs. body
- Fall back to system sans-serif if Proxima Soft is unavailable