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WE ARE ARK

Brand

A manual that is the website.

Everything below is rendered from the same tokens and components the rest of the site uses. Change a token and this page changes with it — so it can't drift out of date.

Positioning

One ARK. Different expertise.

We Are ARK is a group identity, not a trading brand. Its job is to make the group credible and to get people to the right business quickly.

ARK Assist, ARK Computer Repair and ARK Home are principal businesses. ARK Connect, ARK Care and ARK Backup are propositions offered through them, and must never be described as separate companies.

Colour

Paper, ink and one ember red.

The same palette the ARK Assist brand guide sets out. Paper is the background, ink is the text, and a single red does all the emphasis. If everything is highlighted, nothing is.

  • --ark-ember#DA2A1A

    Buttons, links, eyebrows, key emphasis. Never a page background.

  • --ark-ink#1A1816

    Body and heading text on light backgrounds.

  • --ark-paper#FBFAF8

    Default page background everywhere.

  • --ark-surface#F2F1EE

    Quiet alternating bands and hero backdrops.

  • --ark-muted-text#615D59

    Supporting copy, captions, labels.

  • --ark-ink-band#151312

    Dark emphasis bands: closing CTAs and the footer.

Brand accents

  • ARK Assist

    --ark-assist-accent

  • ARK Computer Repair

    --ark-repair-accent

  • ARK Home

    --ark-home-accent

  • ARK Connect

    --ark-connect-accent

  • ARK Care

    --ark-care-accent

  • ARK Backup

    --ark-backup-accent

Typography

Sora for headings, Manrope for everything else.

Headings — Sora 600, -0.02em

One ARK. Different expertise.

Body — Manrope 400, 65 character measure

Body copy is set at a comfortable measure and never justified. Sentences are short enough to read out loud. If a sentence can't be read out loud, it gets rewritten.

Eyebrow — Manrope 12px/600, 0.18em, ember

Section label

Logo

A shared construction.

Interim typographic marks until the official SVGs are supplied. The bar carries the brand accent; the wordmark stays consistent across the group.

WE ARE ARKARK ASSISTARK COMPUTER REPAIRARK HOME

Tone of voice

Say the thing plainly.

Write as if explaining it to the customer in the room. If a sentence would embarrass you said out loud, it doesn't go on the site.

Do

  • Describe the customer's situation in their words.
  • Explain the reasoning, including what wasn't done.
  • Use specific nouns instead of category language.
  • Admit limits and uncertainty where they exist.

Never publish

  • industry-leading
  • bespoke
  • passionate
  • cutting-edge
  • world-class
  • seamless
  • synergy
  • solutions provider
  • revolutionary
  • one-stop shop

Where this comes from

People first. Plain language. Explain the reasoning.

These are not lines invented for a brand guide. They come from the way ARK developed: fixing real problems for people, learning when we did not yet know the answer, and building processes so the next person gets a better experience than the last.

The group's founder, Rob King, describes ARK simply as “people helping other people”. That is the test for the brand too. If the language makes the company sound more important but makes the customer's problem harder to understand, it is the wrong language.

Read the founder story →

Components

The pieces this site is made of.

Rendered live. What you see here is exactly what appears elsewhere on the site.

Brand card

For business

ARK Assist

Technology that keeps the business working.

IT support, Microsoft 365, cybersecurity, phones, broadband, backup, networks and technology projects for businesses.

Visit ARK AssistWhat ARK Assist does

Proposition card

ARK Connect

Phones & communications

Business communications without needing to become a phone-system expert.

arkconnect.co.uk

Buttons

Primary actionSecondary action