Visual identity, voice, and usage standards for SLAKeeper communications.
v1.0—2025—Confidential
01 — Logo
The mark
The SLAKeeper logo consists of a shield mark containing a pulse waveform, paired with the wordmark "SLAKeeper". The shield communicates protection and trust; the pulse line signals live measurement and data. Together they say: we're watching your SLAs in real time.
Primary — dark background
SLAKeeper
Real performance. Not vendor promises.
Primary — light background
SLAKeeper
Real performance. Not vendor promises.
On teal tint
SLAKeeper
Real performance. Not vendor promises.
Icon only
Do
Use the logo on dark, white, or light teal backgrounds
Maintain the shield and wordmark as a locked unit
Use the icon-only mark below 32px or as a favicon
Keep clear space equal to the shield width on all sides
Don't
Recolour the shield or waveform in non-brand colours
Stretch, skew, or rotate the mark
Place on busy photographic backgrounds
Use the wordmark without the shield mark
02 — Voice
Tagline & tone
Real performance. Not vendor promises.
// Primary tagline — use with the logo or as a standalone statement
The tagline creates a direct contrast between observed benchmarks and marketed SLA claims. It positions SLAKeeper as the objective third party — the source of truth enterprise teams can trust over vendor self-reporting.
Technical & precise
We speak in data, not marketing language. Specific numbers beat vague claims. Percentiles, p95 response times, and uptime measurements are our native vocabulary.
We're not anti-vendor. We're pro-customer. The tone is calm and authoritative — we present facts, not accusations. Let the data do the talking.
"Benchmark data shows your instance is performing in the bottom quartile for this region."
Independent & credible
No affiliations, no bias. Emphasise the cross-customer, anonymised nature of benchmarks. Credibility comes from methodology transparency, not authority claims.
"Aggregated from 1,200+ enterprise tenants across 14 SaaS products."
Concise
Enterprise audiences are busy. We write in short declarative sentences. No jargon inflation. If a sentence needs a semicolon, it probably needs to be two sentences.
"Your SaaS is slower than you think. We have the receipts."
03 — Colour
Palette
Teal is the primary brand colour — it reads as both technical (data terminals, monitors) and trustworthy. The dark ink base keeps the dashboard aesthetic. Avoid adding secondary colours; let teal do the work.
Teal 900#04342C
Teal 800#085041
Teal 600#0F6E56
Teal 400 — Primary#1D9E75
Teal 200#5DCAA5
Teal 100#9FE1CB
Teal 50#E1F5EE
Ink#0E1512
Ink mid#2A3530
Ink mute#4D6158
Surface#F4FAF8
White#FFFFFF
PRIMARY ACTION
Teal 400 (#1D9E75) for buttons, links, highlights, active states.
DASHBOARD BASE
Ink (#0E1512) for primary dashboard background. Teal tints for cards.
DATA VIZ
Use the full teal ramp (50–900) for chart gradients and threshold bands.
04 — Typography
Type system
Display / Hero
Sora Bold
SLA data that holds vendors accountable.
44px / 700 −1.5px tracking
Heading 1
Sora SemiBold
Performance benchmarks by product
28px / 600 −0.5px tracking
Heading 2
Sora SemiBold
Atlassian Jira — p95 response times
20px / 600
Body
Sora Regular
SLAKeeper passively captures page load and API response timing from your SaaS products, then benchmarks your results against anonymised cross-customer data.