# 18points.de Brand Voice

> Technical, utilitarian, and strictly functional.

## Positioning
A technical platform or service currently in a development or deployment phase. It communicates primarily with a developer or system-oriented audience through raw status codes and system logs.

## Voice principles
*   **System-Centric:** Uses raw machine output and snake_case constants rather than natural language.
*   **Functional:** Focuses entirely on the "what" and "why" of a technical state without decorative prose.
*   **Unembellished:** Avoids marketing adjectives, greetings, or brand personality in favor of data strings.

## Tone by context
| Context | Tone |
|---|---|
| Error states | Logical, diagnostic, and blunt. |
| System status | Transparent and code-heavy. |

## Lexicon
- **Use:** NOT_FOUND, DEPLOYMENT, Code, ID, documentation.
- **Avoid:** "Oops", "Sorry", "We couldn't find that", "Welcome".

## Messaging do's and don'ts
*   **Do:** Use uppercase for system constants (e.g., NOT_FOUND).
*   **Do:** Provide specific system IDs for troubleshooting.
*   **Do:** Link directly to documentation for resolution.
*   **Don't:** Use conversational fillers or apologetic language.
*   **Don't:** Hide technical details behind friendly metaphors.
*   **Don't:** Use exclamation points or emotional punctuation.

## Evidence
- "404: NOT_FOUND"
- "Code: DEPLOYMENT_NOT_FOUND"
- "This deployment cannot be found. For more information and troubleshooting, see our documentation."