How Tyree Digital looks and sounds

The lockup

The lockup is the only mark. TYREE in bold capitals, DIGITAL beneath it in blue with wide tracking, and a short rule that runs from blue to green. Use it whole, every time. There is no single letter mark, no horizontal version and no icon.

How it is built

Everything is measured from S, the size of TYREE. Change S and the whole lockup scales with it.

In HTML the same lockup is four lines of CSS. The center variant adds padding so the tracking does not push the ink off centre.

.lock { display:inline-flex; flex-direction:column; align-items:flex-start; line-height:1; font-size:60px; }
.lock .t { font-weight:700; letter-spacing:.06em; text-transform:uppercase; font-size:1em; }
.lock .d { font-weight:600; letter-spacing:.22em; text-transform:uppercase; font-size:.56em;
           color:#5b94f5; margin-top:.28em; padding-left:.04em; }
.lock .r { height:.09em; width:1.4em; border-radius:.1em; margin-top:.42em;
           background:linear-gradient(90deg,#5b94f5,#22c55e); }
.lock.center { align-items:center; }  .lock.center .t { padding-left:.06em; }  .lock.center .d { padding-left:.22em; }

<div class="lock"><span class="t">Tyree</span><span class="d">Digital</span><span class="r"></span></div>

Live CSS lockup at 72, 44 and 32 pixels

Clear space and size

Keep clear space around the lockup equal to the height of the T in TYREE, which is 0.7S. Nothing sits inside it, not a strapline, not a photo edge, not a button.

The dashed box is the clear space

Minimum size

• On screen S is never below 20px, so DIGITAL stays at 11px or more and the tracking still reads. The site nav uses 20px.
• In print the lockup is never narrower than 25mm.
• Below those sizes use nothing. Write the name in text instead.

Never

Colour

Dark is the default. Light exists for print, documents and the light sections of tyree.uk. Never invent a colour or tint one by eye. Use the tokens below by name.

Dark

Light

The gradient

There is one gradient. Blue to green, left to right. It appears under the lockup, as the footer border and as the reading progress bar on tyree.uk. Nowhere else, and never on text.

Contrast

Measured with the WCAG 2 formula against the two backgrounds. Body text needs 4.5. Large text and shapes need 3.

Red #f84444 exists on tyree.uk for agency quote comparisons only. It is not a brand colour and does not appear in social or print.

Type

Figtree carries everything, from the lockup to the footer. It is a variable font, so every weight from 300 to 900 is one file. JetBrains Mono appears only inside code samples. Sentence case everywhere. Capitals belong to the lockup and to eyebrows, nowhere else.

Scale

Weights in use are 400 for body, 500 for captions, 600 for links, buttons and DIGITAL, 700 for headings and TYREE, 800 for eyebrows. Nothing lighter than 400 and nothing at 900.

Surfaces and shapes

Voice

Tyree Digital is a bespoke software studio in Killin, Perthshire. It finds the problems and optimisations an owner has not noticed, then designs and builds the one system that fixes them. AI and automation go inside that system where they belong. AI is mentioned in every piece and leads none.

The reader is an owner of a Scottish business with roughly 5 to 100 staff, strongest in hospitality, events, trades, construction and professional services. They have outgrown off the shelf tools and are weighing whether bespoke is worth it. They are cautious, busy and allergic to hype.

The lines

Rules, no exceptions

• UK English. Sentence case. Active voice. Present tense where it is true.
• Short sentences. Fragments when they land. A real number in almost every piece.
• No dashes of any kind, including hyphens inside words. Write off the shelf, no lock in, day to day.
• No colons or semicolons. Start a new sentence instead.
• No emojis. No hashtags in the body, at most two at the end of a LinkedIn post.
• No "it is not just X, it is Y".
• Plain words a chef or a joiner would use. If a word needs explaining, swap it.
• One metaphor, cars. AI inside the engine. Built in, not bolted on. Lifting the bonnet. Never plumbing.
• Ownership wording. Clients receive a perpetual, irrevocable licence to the code on final payment. Write "yours to keep" or "a perpetual licence to the code". Never "you own the code" or "yours to own".
• Name no client and quote nobody without written permission. Numbers are real and come from the build.

Words that never appear

Headline shapes that work

Two part headlines put the second half in blue. The first half states the problem, the second half the turn. "Most businesses have an AI subscription. Few have AI inside their engines."

Offers and prices

Every piece of copy that names a price uses these. They reuse the half day, three day and hosting rates on tyree.uk. If those change, these change.

Templates

Every image is built from HTML with the tokens above and screenshotted at exact size. Nothing is drawn in a design tool, so the lockup is always the lockup.

Downloads

The SVG files are outlines, so they need no font installed and scale to any size. The PNG files are for tools that cannot take SVG.

• tyree-lockup.svgCentred, for dark grounds
• tyree-lockup-left.svgLeft aligned, for dark grounds
• tyree-lockup-light.svgCentred, for light grounds
• tyree-lockup-light-left.svgLeft aligned, for light grounds
• tyree-lockup-mono.svgOne colour, light ink
• tyree-lockup-mono-dark.svgOne colour, navy ink
• tyree-lockup-2000.png2000px wide, transparent, for dark grounds
• tyree-lockup-light-2000.png2000px wide, transparent, for light grounds
• tyree-avatar-1080.pngProfile picture for every platform
• figtree.woff2The typeface, variable, weights 300 to 900
• Email signatureCopy it from the page

Questions about any of this go to hello@tyree.uk.