Category Label
Service Name
Short card description explaining the service in one sentence.
Learn moreNaked Tech — Brand v2.1 · August 2026
Brand Identity & Guidelines
Naked Tech combines transparency, distinctive personality, calm competence, designed outcomes and local expertise for people who want technology that works without the sales pitch. This living system governs language, commercial expression, visual design and customer journeys across both light and dark themes.
01. Brand Positioning
Transparent
No hardware markups. No hidden call-out fees. What you see is what you pay. Pricing is stripped down to the service and the hardware — shown separately.
Distinctive
We use cheeky confidence to be memorable, then support it with plain-English scope, calm competence and practical next steps.
Local
Ivanhoe and Eaglemont are our patch. We know the streets, the housing stock, and the typical NBN pain points. No call-out fees for either suburb.
Outcome-led
Named, bounded offers combine judgement, implementation, education and a useful handover. Time is a delivery boundary, not the product.
Who we help
Naked Tech serves households in Ivanhoe (3079) and Eaglemont (3084) that value their time and want technology that works. They choose clear scope, calm competence and respectful help from a technician they feel comfortable welcoming into their home. Renters, home-office workers and families managing technology they did not set up themselves are welcome too.
What makes it Naked Tech
Clear outcomes. Your technology stays yours.
Each service brings together careful diagnosis, practical judgement, implementation and plain-English education. You know the starting scope, remain involved in important decisions and receive a clear next step.
Defined from the start
Named offers, visible prices and honest boundaries make it easier to choose the right starting point without open-ended billing.
Control stays with you
Your equipment, accounts, credentials and decisions remain in your hands, supported by explanation rather than hidden behind jargon.
02. Logo & Mark System
Graphic Mark
Rectangle + angular path
NAKED TECH
Wordmark — Inter Extra Bold, tracking-tight
NAKED TECH
Horizontal Lockup (Header Default)
NAKED TECH
Stacked Lockup (Dark Surfaces)
Clearspace
Maintain a minimum clearspace equal to the height of the rectangle in the graphic mark (the dark block) on all sides of the logo. No text, graphics, or interface elements should intrude into this zone.
Minimum Size
The graphic mark should never appear smaller than 40px tall. The wordmark alone should never appear smaller than 14px (text-sm equivalent). The horizontal lockup is preferred for most applications at 32–40px mark height.
Do Not
- ✗ Stretch, squash, or distort the mark
- ✗ Change the mark colors outside the defined palette
- ✗ Add drop shadows, gradients, or outlines to the mark
- ✗ Rotate the mark or place it on a busy background
- ✗ Use the wordmark without the mark as a primary identifier
- ✗ Place the mark on a background that reduces contrast (use the dark-surface variant on dark backgrounds)
03. Color Palette
Skin Bone
#F7F4EF
Background. Warm off-white. The primary page surface.
Ivanhoe Slate
#2D3035
Text & headings. Dark charcoal with subtle warmth. Hero section backgrounds.
Electric Peach
#FF8C69
Accent. Coral-peach. CTAs, highlights, interactive elements, the path in the logo mark.
Peach Ink
#B84424
Accessible accent. Terracotta. Accent text and icons on light backgrounds. Meets WCAG AA on skin-bone.
Usage Ratios
Skin Bone should dominate (~70% of visible surface). Ivanhoe Slate is the primary text and dark-section background (~20%). Electric Peach is used sparingly (~8%) as the accent — if everything is peach, nothing stands out. Peach Ink is used only for accent text on light backgrounds (~2%).
04. Typography
Font Stack
'Inter', ui-sans-serif, system-ui, sans-serif
Weights
400Body text, paragraphs, descriptions
500Medium emphasis, sub-labels
600Navigation, section labels, small headings
700Card titles, sub-headings, CTAs
800Hero headings, h1, key numbers
Scale
text-xs — Fine print, legal footnotes
text-sm — Body captions, card metadata
text-base — Primary body, form labels
text-lg — Lead paragraphs, feature descriptions
text-xl — Subtitles, section intros
text-2xl — Card headings
text-3xl — Section headings (mobile)
text-4xl — Section headings (desktop)
text-5xl — Hero headings (mobile)
text-6xl — Hero headings (desktop)
Tracking (Letter Spacing)
tracking-tight — All headings. Pulls the letterforms closer for a tighter, modern feel.
tracking-wide — Navigation links, brand wordmark.
tracking-widest — Uppercase labels, category tags, section kickers.
05. Brand Voice
Tone Principles
- ▪ Cheeky but professional. The brand uses double-entendre and confidence to stand out from the beige IT crowd, but always lands on competence — never crassness.
- ▪ Transparent about everything. Pricing, process, hardware costs. If it can be shown, show it. The "naked" metaphor is not just a gag — it is the operating principle.
- ▪ Confident, not arrogant. We know what we are doing and say so directly. We do not overpromise or pretend problems do not exist.
- ▪ Outcome-led and specific. Lead with the change, decision or capability the client receives. Mention time, tools and device limits as scope boundaries rather than the reason to buy.
- ▪ Local, not generic. References to Ivanhoe, Eaglemont, 3079 and 3084 — these are not SEO keywords. They are the actual places we serve and the actual people we talk to.
- ▪ Context determines tone. Routine technology can be playful. Scam, security, loss and urgent situations require calm, factual, non-judgemental language.
The "Naked" Metaphor — Rules of Engagement
The brand name is a double-entendre. It works because it is both descriptive (naked = transparent, nothing hidden) and playful. The line is: playful, never sleazy.
Do ✓
- "We turn things on."
- "Total transparency. Our clothes-off policy."
- "We handle your hardware with care."
- "Lock it in."
- "Secure your slot."
Don't ✗
- Anything that implies sexual availability of staff
- Jokes about "happy endings" or "extras"
- Objectifying language about technicians' bodies
- "We'll make your hardware happy" (too far)
- Any reference to clients undressing
Voice Spectrum
Playful
Brand moments, routine setup and everyday frustrations. Personality may lead.
Practical
Pricing, process and technical choices. Clarity leads; humour is restrained.
Calm
Scams, security, money or loss. Safety and non-judgemental guidance lead; jokes stop.
06. Imagery
Photo Direction
- ▪ Sun-drenched, warm, natural light — Australian residential interiors
- ▪ Technician-forward: the person is the subject, not the hardware
- ▪ Locations should feel like real Ivanhoe homes — not sterile showrooms
- ▪ Avoid: stock-photo "IT guy in server room" tropes
Treatment
- ▪ Slight warmth boost — pull the temperature toward the peach/gold range
- ▪ Natural contrast — avoid heavy HDR or over-sharpening
- ▪ No heavy filters, no monochrome, no desaturation
- ▪ Hero images: 16:9 or similar landscape ratio, WebP format, optimized for 2x displays
07. Components
Primary CTA Button
The rounded-full electric-peach button is the primary action element. Used in the header, hero sections, and bottom-of-page CTAs.
BOOK A VISIT
rounded-full bg-accent shadow-lg shadow-electric-peach/30 hover:scale-105 hover:bg-[#FF7A50]
Dark Section
Used for hero headers and high-contrast content blocks. Ivanhoe Slate background with Skin Bone text, Electric Peach accents.
Total Transparency.
We believe in showing you everything.
bg-inverse text-inverse-ink + electric-peach accent bar
Service Card
White rounded-2xl cards with subtle border, icon circle, category label, title, description, and text link. Subtle hover lift.
Structured Footer
The footer is a compact final routing surface: brand and contact first, two grouped help paths, then a short Explore list. Legal, corporate, tracking and theme controls sit in the utility bar rather than creating another long content column.
Find the right help
Fix a problem
Wi-Fi, slow computers, security, printers and email
Set something up
Computers, printers, backups, mobile devices and passwords
08. Light & Dark Theme System
Light theme
Warm and open.
Skin Bone canvas, white elevated surfaces and Ivanhoe Slate text create a domestic, approachable default.
Primary actionDark theme
Warm, not cyberpunk.
Deep charcoal replaces pure black, with warm bone text and restrained peach accents preserving the residential character.
Primary actionSemantic colour roles
- canvas
- Primary page background
- surface
- Cards, menus and elevated panels
- ink / muted
- Primary and secondary copy
- line
- Borders and separation
- inverse
- High-contrast sections and footer
- accent / accent-ink
- Actions and accessible emphasis
Behaviour
- Follow the operating-system preference on first visit.
- Offer System, Light and Dark controls in navigation and footer.
- Persist an explicit user choice without a theme flash.
- Update browser chrome and embedded content colour scheme.
- Never use theme changes to reduce contrast or hide focus states.
09. Experience Principles
Problem first
Use the customer’s language.
Lead with “Wi-Fi keeps dropping” or “My computer is slow,” then introduce the assessment and branded service name. Internal categories never outrank the visitor’s problem.
Contextual navigation
Keep people where the answer is.
Global navigation may adapt its destination to the page. “How it works” targets the local process on service pages and the overview on the homepage.
Progressive detail
Route first. Explain second.
The homepage helps visitors choose a path. Service hubs compare offers. Landing pages carry the detailed scope, exclusions and decision support.
Accessible restraint
Motion and personality never block the task.
Maintain keyboard access, visible focus, 44px minimum targets, reduced-motion support and readable contrast in both themes.
Designed value
Make the method visible.
Show the judgement, safeguards, education and handover that make an offer distinct. A list of technical tasks alone cannot carry the story.
Client sovereignty
Leave people more capable and in control.
Credentials, ownership and informed decisions remain with the client. Good service reduces confusion and dependence without withdrawing useful support.
10. Brand Stewardship
One living system
Strategy and expression stay in step.
New pages and collateral are checked against this public guide and the private marketing strategy before release. Material decisions are then reflected back into the relevant document so the brand evolves deliberately rather than by accident.
Sanctum Core access is restricted to authorised users.