CoachScript — Brand Guidelines

01

Logo

Primary — Light Background

Horizontal lockup. Use on white, light grey, or surface-coloured backgrounds.

Reversed — Dark Background

White lettering. Use on navy, dark, or image backgrounds.

Stacked

Square layout for posters and social profiles.

Stacked — Reversed

Square layout for dark backgrounds.

Icon Mark

Speech bubble mark for avatars and tight spaces.

App Icon

Navy tile for app icons and favicons.

02

Colour Palette

Primary & Accent

#1B2B5E

Deep Navy Primary

HEX #1B2B5E RGB 27, 43, 94

Used for primary buttons, navigation, headers, and dominant brand expressions. Conveys trust, authority, and professionalism.

#00BFA5

Vibrant Teal Accent

HEX #00BFA5 RGB 0, 191, 165

Used for CTAs, interactive highlights, links, and progress indicators. Communicates momentum, clarity, and positive action.

Supporting Colours

Warm White Surface HEX #F8FAFC RGB 248, 250, 252

Page backgrounds, card surfaces, input fields.

Slate Body Text HEX #334155 RGB 51, 65, 85

Body copy, paragraphs, form labels.

Emerald Success HEX #10B981 RGB 16, 185, 129

Positive feedback, success states, SBI outputs.

Amber Warning HEX #F59E0B RGB 245, 158, 11

Warnings, coaching tips, attention-needed states.

Colour Usage Proportions

Navy 40%

Teal 20%

White 25%

Slate 10%

Primary Accent Surface Text Utility

03

Typography

Primary Typeface

Inter

Google Fonts · Free & Open Source

Light 300 Regular 400 Medium 500 SemiBold 600 Bold 700 ExtraBold 800

Alphabet Sample

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9 ! @ # $ % &

Token Sample Size Weight Use

H1 Give Better Feedback 36px 800 ExtraBold Hero headings

H2 Your SBI Script 28px 700 Bold Section titles

H3 Situation Overview 22px 600 SemiBold Sub-headings

H4 Behaviour Observed 17px 600 SemiBold Card titles

Body During the Monday morning briefing, you clearly outlined the day's priorities and checked in with each team member individually. 15px 400 Regular Paragraphs

Caption Generated by CoachScript AI · Reviewed by Manager 12px 400 Regular Meta, captions

Label SITUATION · BEHAVIOUR · IMPACT 11px 700 Bold Labels, tags

04

UI Components

Buttons

Primary Action

Generate SBI Script

Accent CTA

Start Feedback Session

Secondary / Outlined

Preview Script

Ghost / Subtle

Copy to Clipboard

Destructive

Discard Session

Form Inputs

Team Member Name

Default state

Situation *

Focused state

Behaviour Observed

Textarea input

Impact

This field is required

SBI Feedback Card — Core UI Component

SBI Feedback Constructive

Jordan Lee — Monday Briefing

Generated 2 minutes ago · Ready to deliver

S — Situation

During the Monday morning briefing on 14 July, with the full sales floor team present before the store opened…

B — Behaviour

…you clearly outlined the day's priorities, assigned team roles with specific targets, and personally checked in with each team member one by one…

I — Impact

…which meant the team felt confident and focused from the start. We hit 94% of our morning KPI by 11am — the best result this quarter.

Positive Feedback Team Leadership

Deliver Feedback

Status Chips & Badges

SBI Feedback AI Generated Delivered Needs Review Draft Coaching

05

Brand Voice & Tone

“

CoachScript speaks like a trusted senior colleague — one who knows retail inside-out, respects a manager's time, and helps them say the right thing at the right moment.

Brand Positioning Statement

Professional & Credible

We communicate with the confidence of a seasoned HR professional, grounded in established coaching frameworks. Every word earns trust. We never over-promise or use hollow buzzwords — our language is evidence-based and industry-appropriate.

In practice

✓ "Your SBI script is ready — structured, specific, and ready to deliver."

✗ "Wow! Your amazing feedback is generated!"

Empowering & Action-Oriented

We put managers in the driver's seat. CoachScript doesn't do the managing — it gives managers the words and structure they need to lead with confidence. Language is direct, active, and forward-looking. We celebrate capability, not dependency.

In practice

✓ "You've got this — here's your script when you're ready to deliver."

✗ "Let AI handle your difficult conversations for you."

Clear & Jargon-Free

Retail managers are busy. We value their time by being immediately understandable — no management theory lecture, no unnecessary acronyms. The SBI framework is always explained in plain language. Clarity is kindness.

In practice

✓ "Describe what happened, what they did, and why it mattered."

✗ "Facilitate behavioural attribution and stakeholder-impact mapping."

Retail-Rooted

We speak the language of the shop floor, not the boardroom. Our examples reference real retail moments — floor briefings, KPIs, customer interactions, shift handovers. Managers should feel immediately seen and understood, not talked down to.

In practice

✓ "During yesterday's peak trade, when the queue hit 15 customers…"

✗ "In a high-traffic consumer throughput scenario…"

Tone Dial

Warm

Not cold or clinical

Confident

Not arrogant

Practical

Not theoretical

Encouraging

Not patronising

06

Logo Usage Rules

Clear Space

x

Always maintain a minimum clear space of 1× the height of the logo icon on all sides. This zone must remain free of all other graphic elements, text, and photography.

Minimum Sizes

Digital minimum 120px wide

Print minimum 30mm wide

Icon only (min) 24px / 8mm

Below these sizes, use the icon mark only. Never use the full lockup below minimum dimensions — legibility of the wordmark must always be preserved.

Do

Use the logo on approved backgrounds: white, Warm White (#F8FAFC), Deep Navy (#1B2B5E), or photography with sufficient contrast.

Maintain proportions — always scale the logo uniformly from a corner handle. The icon and wordmark always appear at their designed ratio.

Use the reversed (white) version on dark or photographic backgrounds where the primary navy version would not be legible.

Use the standalone icon mark in space-constrained contexts: app icons, profile photos, browser favicons, and circular avatar crops.

Don't

Do not stretch, squash, skew, or rotate the logo. The lockup must always appear at 0° and in its correct proportions.

Do not change the colours of any logo element. Never apply gradients, patterns, or unauthorised tints to the wordmark or icon.

Do not place the logo on a busy or low-contrast background where the mark becomes difficult to read. Always ensure a minimum 4.5:1 contrast ratio.

Do not add drop shadows, outlines, glows, or any other effects to the logo. Do not recreate it in a different typeface or redraw the icon freehand.