Eagers Branding Guidelines

Scope: Brand name spelling, capitalisation, colour palette, logo usage, and tone rules for easyauto123 and sub-brands.

Brand usage rules for easyauto123 and related sub-brands. Source: EA123 Brand Usage Guidelines v1.1 (2024).

Brand Name Casing (CRITICAL)

All "easy" brand names are always lowercase with no spaces or capitals:

This applies everywhere: code comments, PR descriptions, work item titles/descriptions, documentation, UI text, commit messages.

When used in prose, aim to use bold text if the design/format allows.

Font

• Primary font family: Greycliff — chosen for legibility, openness, and clean lines
• Greycliff must not be distorted, squashed, or stretched in any way
• Weights: Extra Bold (headlines), Medium (reversed/legibility), Light (body text)
• Body text: Greycliff Light, accented text in Greycliff Extra Bold
• Headlines: Greycliff Extra Bold
• Reversed text: Use Greycliff Medium when legibility is required on reversed (light-on-dark) text
• Leading: 4pt (e.g. 10/14pt), spacing 'Optical', tracked to -20ems
• Paragraphs: Keep short, preferably spaced by a line break. If space is limited, use a 3mm first-line indent instead. Do not mix these styles.
• Email font: Arial (Bold and Regular)

Colours

Primary Palette

• Yellow — #FFDE3F · RGB 255, 222, 63 · CMYK 0, 10, 85, 0
• Red — #ED1C24 · RGB 237, 28, 36 · CMYK 0, 100, 100, 0
• Dark Blue — #28477C · RGB 40, 71, 124 · CMYK 95, 80, 25, 10
• Grey — #4D4D4F · RGB 77, 77, 79 · CMYK 0, 0, 0, 85

Secondary Palette

Secondary colours support the primary palette and should never dominate or be used alone.

• Pale Blue — #4BA6DD · RGB 75, 166, 221 · CMYK 65, 20, 0, 0
• Pale Orange — #FDB913 · RGB 253, 185, 19 · CMYK 0, 30, 100, 0
• Green — #A3CF62 · RGB 163, 207, 98 · CMYK 40, 0, 80, 0
• Pink — #E57AB1 · RGB 229, 122, 177 · CMYK 5, 65, 0, 0
• Aqua — #56C5D0 · RGB 86, 197, 208 · CMYK 60, 0, 20, 0

Logo

Variants

Landscape (preferred — use whenever possible):

• EA123-LOGO-NEW-Landscape-Master (dark blue lozenge/keyline on white or light backgrounds)
• EA123-LOGO-NEW-Landscape-for yellow background (white lozenge/keyline on yellow background)

The lozenge and keyline should contrast with the background used.

Spacing

The easyauto123 logo must command its own space. The clear space area around the logo is defined by the height of the '123' at the same scale as the logo. No other design elements should enter this space.

Dos & Don'ts

• Logos must always be used complete — never compressed, distorted, recoloured, or tinted
• Never stretch, squash, or alter the proportions
• The brand name in text is always written as easyauto123 — no capital letters or spaces
• It is never EasyAuto123, easyauto, or ea123
• Aim to use bold text and colour if the design allows

Tone

When writing customer-facing content (email templates, notifications, SMS, UI copy):

• Friendly and professional
• Succinct, to the point, and relevant to the topic
• Clear and professional subject lines for emails
• Spell-check all content before use