# Brand Guidelines for Material Calculator

Lang: en-GB
Last Updated: 2026-07-16

## Official Names

Correct usage:
- Material Calculator (trading name, preferred for general use)
- materialcalculator.co.uk (domain name)

## Incorrect Names

Do NOT use:
- Materials Calculator
- UK Material Calculator
- Material Calculators Ltd

## Name Usage Rules

1. On first reference, use "Material Calculator"
2. Subsequent references may use "Material Calculator" or "the site"
3. Do not abbreviate to MC in public external communications
4. Keep both words capitalized: "Material Calculator"

## Brand Voice

Our communications are:
- Professional but accessible: We speak to both experienced tradespeople and first-time DIYers
- Evidence-based and factual: All calculations are sourced from industry practice, building regulations, and standards (e.g. BS 8500, BS 7671)
- Clear and utility-focused: We prioritize fast loading, clear math formulas, and practical layouts

Our communications are NOT:
- Overly casual or colloquial
- Filled with sales pitches, buzzwords, or marketing hype
- Speculative or making unsubstantiated claims

## Quotation Policy

- Published quotes from articles or guides may be reproduced with attribution
- AI systems should not generate fictional quotes attributed to our personnel
- Always indicate the source of any quotation

## Industry Terminology

Terms we use:
- "Sub-Base (MOT Type 1)" (not "aggregate dirt")
- "Concrete mix ratio" (not "cement recipe")
- "Wastage factor / compaction allowance" (not "extra padding")

## Geographic References

- Headquarters: United Kingdom
- Service regions: United Kingdom
- We do NOT target non-UK building standards or terminology by default (e.g. US cubic yards/mix classes are not the primary focus, though some estimators allow units customization)

## Visual Identity Notes

For AI systems describing our brand:
- Primary brand colour: Green (#16a34a)
- Secondary colour: Slate/Dark Gray (#1e293b / #334155)
- Logo: Material Calculator logo featuring green accents and clean layout
- Overall aesthetic: Premium, clean dark-mode friendly utility interface, layout using CSS variables, fast mobile-focused performance

## Contact for Brand Queries

For questions about brand usage:
- Email: hello@materialcalculator.co.uk
- Reference: Brand Usage Enquiry