Brand guidelines.
The design system, identity and voice for Cadtracker. For internal design, product and marketing teams.
Positioning, personality and audience.
Cadtracker sells precision positioning technology to police, prisons, defence and industrial buyers. The brand has to look and read like enterprise software — measured, technical, evidence-led.
Cadtracker combines multiple positioning technologies to deliver accurate indoor tracking in environments where GPS does not work.
Enterprise SaaS · Defence technology
Consumer · Gaming · Sci-fi · Catalogue
Logo system
The wordmark is the primary identity. The CAD monogram and the TRACKER wordmark are used together as a single lockup.
cadtracker-primary.svg
120 px / 30 mm
Light backgrounds
cadtracker-inverse.svg
Navy / imagery
Minimum protected margin equals the height of the CAD monogram (x). Never crowd the wordmark.
Colour
Navy dominates. Orange is a signal, not a wash. Off-white keeps the surface open and procurement-friendly.
Two typefaces, one monospace.
Space Grotesk sets headlines. DM Sans handles body copy and interface text. JetBrains Mono is used for data, labels and metadata.
0123456789 · ± % °
A neutral geometric sans, tuned for the density of enterprise interfaces. Optimised for tables, forms and long-form specifications.
Cadtracker's positioning engine fuses UWB, inertial and RF signals. Each modality is weighted continuously to produce a single, verifiable position — even in the absence of any one input.
Spacing & grid
A 12-column grid on an 8-point spacing scale. Thin technical hairlines and small orange ticks give layouts their engineered feel.
Thin-line, technical, subtle.
Icons are drawn on a 32 px grid at 1.25 px stroke. Small orange fills mark the active element only — never entire icons.
- 32 × 32 grid
- 1.25 px stroke
- 2 px safe margin
- Square line caps
Real environments. Real infrastructure.
Cadtracker photography documents where the technology actually operates — tunnels, mines, custodial estates, command centres. Never stock, never staged office scenes, never AI faces.
- — Photograph real deployments, environments and hardware
- — Favour deep shadow, restrained highlights, cinematic wide framing
- — Use natural or industrial light sources
- — Colour grade toward navy / warm amber
- — Smiling office workers with laptops
- — Handshake / meeting stock imagery
- — AI-generated people
- — Over-saturated or HDR looks
Technology illustration
A consistent visual language for floor plans, signal propagation, tracking paths and hardware. Line-first. Orange is used only for signal and active positions.
Components
Enterprise-grade primitives. Restrained motion, clear hierarchy, tabular data-friendly.
Positioning fabric — a technical reference for critical estates.
A 42-page brief covering signal fusion, deployment topology, integration and assurance.
Motion
Motion is used to show what the technology is doing — signals pulsing, counters resolving, positions updating.
Tone of voice
Write in short sentences. State the measurement. Avoid buzzwords and superlatives.
- Lead with the measurement.'Sub-metre accuracy across 46 sites' — not 'incredibly precise.'
- Say what it does.Verbs before adjectives.
- Short sentences.Cut clauses. Cut adverbs.
- Use the technical terms.UWB, INS, RF. Define once, then use.
- Don't oversell.No 'revolutionary'. No 'game-changing'. No 'disruptive'.
"Cadtracker maintains sub-metre positioning across custodial estates, even when radio infrastructure fails."
"A revolutionary, game-changing platform that reimagines what indoor tracking can be."
"Deployed in 14 weeks. 1,240 officers tracked. Zero missed man-down events across the 2025 audit period."
Do's and don'ts
- Let navy dominate. Reserve orange for signal only.
- Use hairlines and orange ticks to give layouts an engineered feel.
- Ground every claim in a number, a site, or a certification.
- Photograph real environments — tunnels, mines, control rooms.
- Use technical labels (monospace, uppercase) for metadata.
- Keep motion functional — signal, position, resolution.
- Flood the page with orange — it stops being a signal.
- Use consumer-tech gradients, glows or sci-fi lens flare.
- Show stock imagery of laptops, handshakes or grinning teams.
- Generate people with AI. Ever.
- Reach for buzzwords: 'revolutionary', 'disruptive', 'next-gen'.
- Ship entirely dark websites — always break dark with light.