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Why This Style Guide Matters

A consistent visual identity strengthens the DETARC brand and makes our content instantly recognizable across our website, social media, presentations, and printed materials. By following this guide, every image reinforces the same message of community, service, education, and professionalism. Consistency builds trust, creates a polished appearance, and ensures that regardless of who creates the artwork, it feels like it came from a single creative vision.

Overall Philosophy

Every image should answer one question:

“What if amateur radio were the hero of an epic East Texas adventure?”

The DETARC visual identity should feel:

Warm
Hopeful
Natural
Professional
Authentic

The artwork should inspire people to become part of amateur radio—not simply admire the equipment.

Color Palette

Primary Colors

Deep Pine Green — #1B3B1E
Forest Green — #2E5A2E
Warm Gold — #D4AF37
Sunrise Gold — #F0C55A
Cream — #F4EBD0
Charcoal — #1A1A1A

Accent Colors

Soft RF Gold Glow
Morning Mist Gray
Dark Evergreen Shadows

Avoid neon colors or highly saturated modern palettes.

Lighting

Lighting is one of the defining characteristics of DETARC artwork.

Preferred

Early morning
Golden sunrise
Warm golden-hour light
Soft atmospheric haze
Long shadows

Avoid

Harsh midday sun
Night scenes
Cold blue lighting
Overcast skies

The lighting should always feel hopeful and inviting.

Environment

Every scene should immediately evoke East Texas.

Preferred Locations

Pine forests
Country roads
Volunteer fire departments
Emergency Operations Centers
Parks
Lakes
Trailheads
Rural repeater sites
Campsites
Community events

Avoid

Large cities
Skyscrapers
Deserts
Snow-covered landscapes
Beaches

Camera Style

The artwork should resemble a cinematic film frame.

Eye-level perspective
28–50mm lens feel
Natural perspective
Foreground objects for depth
Smooth cinematic framing

Artwork Style

The artwork should resemble cinematic concept art, not photography.

Think:

Painterly realism
Movie concept artwork
AAA video game environment art
High-end digital illustration

Avoid:

Cartoon styles
Anime
Comic-book effects
Heavy AI surrealism
Hyper-photorealism

Brand Logos

Three approved DETARC logos exist.

Primary Badge

Best for:

Featured article images
Posters
Club branding
Stickers

Horizontal Logo

Best for:

Website headers
Wide banners
YouTube thumbnails
Hero graphics

Minimal Tower Logo

Best for:

Educational graphics
Infographics
Watermarks
Subtle branding

Tower Design

The communications tower has become the visual mascot of DETARC.

Preferred

Self-supporting lattice tower
Clean silhouette
No guy wires
No dishes
No commercial cellular appearance

Preferred Antennas

Use one of the following depending on the subject:

Short 2m/70cm vertical antenna with one horizontal cross element

RF Effects

RF should be subtle.

Use:

Warm gold
Transparent glow
Soft concentric waves

Avoid:

Bright blue energy
Lightning bolts
Sci-fi effects

Recurring Props

These instantly communicate amateur radio.

Handheld radios
HF transceivers
Laptop
Notebook
Clipboard
Maps
Compass
Coffee mug
Signalink
Microphone
ICS forms
Headphones
Field equipment

Composition

Every image should have a clear visual hierarchy.

Strong hero subject
Obvious focal point
Foreground depth
Balanced composition
Room for titles when appropriate
Natural framing

Typography

Typography should be:

Large
Bold
Simple
High contrast
Professional

Avoid decorative fonts.

Overall Mood

Every image should communicate:

Community
Preparedness
Education
Service
Discovery
Optimism

The viewer should feel:

“I could do this.”

Things to Avoid

Cyberpunk aesthetics
Neon lighting
Military combat
Tactical overload
Futuristic cities
Oversized antennas
Busy radio shacks
Commercial cell towers
Satellite dishes
Dystopian imagery

The DETARC Formula

East Texas pine forest + Golden sunrise + Cinematic concept art + Warm painterly realism + Professional amateur radio equipment + Subtle RF glow + Clean composition + DETARC branding + Hopeful atmosphere