Brand guidelines · v1.0

The TaxRadar brand.

A calm, precise identity for a product that watches HMRC deadlines so accountants don't have to. Deep ink, one green signal, a radar that never stops sweeping.

A product by

01 · Logo

The mark leads. The word follows.

The radar mark carries the brand; the wordmark is Inter Bold at tight tracking. The mark may stand alone at small sizes. Never redraw either.

TaxRadarby

The mark

Concentric rings, a single sweep wedge, one blip. Used as favicon, app icon and signature mark.

Clear space & minimum size

Keep clear space equal to the mark's inner ring on all sides. Minimum: 20px mark, 96px full lockup.

Download

Logo · SVG (light)Logo · SVG (dark)Mark · SVG (colour)Mark · SVG (white)

Don't

Recolour the mark

Stretch or distort

Place on low-contrast grounds

TaxRadar

Restyle the wordmark

02 · Colour

Ink, one signal, honest status.

The page is ≥90% ink and neutral. Green is the single signal — CTAs, the sweep, live-status. Status colours are functional only, never decorative.

Ink & navy

Ink

#0E1B29 · hero, dark surfaces

Ink 2

#0B1723 · trust bar / deeper band

Navy

#1B2A3D · Bryxo navy

Text strong

#12212F · headings

Slate

#4A5A6B · body text

Muted

#8695A4 · captions

Signal green

#6ECB99 · CTA, sweep

Signal hi

#7ED6A6 · signal hover

Green mid

#2E9E68 · mark blip

Green deep

#1F8A57 · links, on-light

Green wash

#EAF7F0 · soft band

Neutrals

Surface

#FFFFFF · page ground

Surface 2

#FBFCFD · off-white cards

Cool grey

#F5F7FA · alt sections

Border

#E4E8EE · hairlines

Border 2

#D9DEE6 · input borders

Status

Paid · fg

#1F8A57 · on Paid bg

Paid · bg

#E7F5EE · Paid ground

Due · fg

#B7791F · on Due bg

Due · bg

#FCF3E3 · Due ground

Overdue · fg

#C4463B · on Overdue bg

Overdue · bg

#FBEBEA · Overdue ground

03 · Typography

Inter runs the system.

Every heading, label, table and button is Inter. Hierarchy is built from size and weight — not colour. Cormorant Garamond appears rarely, for a single editorial quote.

Deadlines, handled.Display · Inter 700 · -0.025em

Section headingH2 · Inter 700

Card title / subheadH4 · Inter 600

Body copy is Inter Regular at 15–18px with generous 1.65–1.7 line-height. Short, plain, structural sentences. British English throughout.

Body · Inter 400 · 1.7

Eyebrow labelEyebrow · Inter 600 · 0.18em

“If it's green, we're clear.”Accent quote · Cormorant · rare

04 · The radar motif

One idea, used consistently.

The sweep, the rings, the deadline timeline and the status pill are the brand's recurring devices. Use them sparingly and precisely — never as decoration for its own sake.

The sweep

7s linear, faint. Hero & CTA only.

Deadline timeline

A rolling 90-day strip. Colour = urgency.

Status pills

PaidDueOverdue

Radius 6px. Dot + label. Functional colour only.

05 · Iconography

Stroke-only. Quiet lines.

Lucide, 1.75px stroke, never filled, never duotone. Icons inherit text colour; green is reserved for status and radar markers.

radar

calendar

key

bell

list

shield

eye

lock

link

server

rotate-ccw

filter

clock

brush

file-text

mail

users

arrow-right

chevron-down

check

alert-triangle

06 · Badges & lockups

Ready-made marks for partners and product.

Use these verbatim. Keep the mark's colour and proportions; only the ground changes between light and dark.

On light

On dark

07 · Voice

Peer-to-peer. No hype. No hallucination.

TaxRadar talks to accountants like a trusted colleague — plain, specific, and honest about what the product can and can't do.

“Live status for VAT, Income Tax and Self Assessment.”
“It’s read-only. It can’t file or pay.”
“Free forever. No card.”
British English. Numerals over words above three.

Don't

“Revolutionise your workflow.” (hype)
“Live status for all taxes.” (untrue — CT/PAYE are tracked)
“Free trial.” (it’s free, not a trial)
Exclamation marks. Emoji. Invented stats.