---
name: JEI South Africa — brand-spec
description: Locked brand values for JEI South Africa (angular cutters and magbase machines). Source: brand-colors image + JEI UK product taxonomy.
---

# JEI South Africa — brand spec

## Source provenance
- Brand colours: `mqchaqen-image.png` (213×160, RGBA). Sampled directly with PIL; primary pixels reported below.
- Product taxonomy: `https://www.jeiuk.com/` (used for *what we sell*, not the visual language — user explicitly said "I don't want to copy their site").

## Colour tokens (locked, OKLch + sRGB)
- **--bg (navy)**: `oklch(28% 0.025 235)` ↔ `#2C3A45` — dominant background, hero, dark sections. Sampled: rgb(44, 58, 69).
- **--surface (white)**: `oklch(99% 0 0)` ↔ `#FFFFFF` — page surface, cards, datasheet tables.
- **--fg (ink)**: `oklch(20% 0.02 240)` ↔ `#1B2A33` — body copy on white, slightly darker than the navy to keep contrast clean.
- **--muted**: `oklch(50% 0.012 235)` ↔ `#5A6770` — metadata, captions, supporting copy.
- **--border**: `oklch(88% 0.008 235)` ↔ `#D7DCE0` — hairlines, table rules, card outlines.
- **--accent (gold)**: `oklch(90% 0.155 100)` ↔ `#FBE35B` — the "i" in JEI, "Built for Industry" tagline, key callouts. Sampled: rgb(251, 227, 91). Used at most twice per screen.

## Typography
- **Display + body**: system sans stack — `-apple-system, "Segoe UI", "Helvetica Neue", system-ui, sans-serif`. Industrial / engineering tone; no decorative serif.
- **Mono (specs, codes, model numbers)**: `ui-monospace, "JetBrains Mono", "SF Mono", Menlo, monospace`. Used in datasheet tables and in product code chips.
- **Scale**: clamp-driven. Display headings 56–96px, section H2 32–44px, body 16–18px, captions 12–13px, mono spec lines 13–14px.

## Voice
- Plain, technical, B2B. "Engineered for South African fabrication." No emoji, no superlatives without a source, no "revolutionary / unleash / unleash the power" copy.
- South African spelling and context: ZAR pricing on request, +27 phone, Johannesburg / Cape Town / Durban / Gqeberha / eThekwini as service nodes, ISO 9001, SARS customs-friendly documentation.

## Logo posture
- Wordmark: white **JE** + yellow **i** + white **Solutions** (Instrument-Serif-style slab optional, but the lockup reads fine in system sans for engineering context).
- Tagline: **Built for Industry** in yellow on navy, mono uppercase tracking 0.22em.
- No shadow, no rounded card, no gradient frame.

## Layout posture (industrial / engineering)
- Hairline borders (`1px solid var(--border)`), no shadows except dropdowns.
- Tabular-nums everywhere numerics appear.
- Tables for specs, no row striping, dense.
- Inline status pills (In stock / On order / Bespoke) with restrained tint, not colour floods.
- One decisive flourish: the gold accent on the JEI "i" + the "Built for Industry" tagline. Don't echo it on every section.

## What we are NOT doing
- No purple, no gradient wash, no warm beige, no emoji icons.
- No invented specs. Real values where we have them; honest `—` or "Datasheet on request" where we don't.
- No copying of jeiuk.com visual language. The UK site is a reference for *what we sell*, not how it looks.