Brand Guidelines

Voice & Tone

Our words shape perception. We speak as researchers, not hackers. Building trust through language that's precise, reassuring, and empowering.

Our Voice

We secure the digital world through expertise, not exploitation.

Triage exists to make organizations safer. Our language reflects this mission, we're scientific in our approach, protective in our purpose, and empowering in our partnership.

Protective

We shield organizations from threats

Scientific

We research with methodology and precision

Empowering

We partner with clients toward resilience

Voice Pillars

These three pillars define how Triage sounds across every touchpoint. They work together to create a voice that builds trust and inspires confidence.

1 of 3

Protective

We shield, we don't strike

Our language frames security as protection, not aggression. We're the guardians at the gate, not the wolves at the door. Every word reinforces that we exist to defend, safeguard, and secure.

We are

VigilantDefensiveReassuringPreventiveGuardian-minded

Not this

AggressiveThreateningAlarmistCombativeFear-mongering

Do this

"Our security researchers identified a vulnerability in your authentication flow that could expose user sessions."

Not this

"We hacked your login and found a way attackers could hijack user accounts."

2 of 3

Scientific

Precision over drama

We speak like researchers, not raiders. Our findings are discoveries, our methods are methodologies. We bring the credibility of the lab to the field of security.

We are

MethodicalEvidence-basedPreciseAnalyticalDocumented

Not this

SensationalVagueExaggeratedDramaticSpeculative

Do this

"Through systematic analysis, we discovered an input validation gap that could permit unauthorized data access."

Not this

"We broke into your system and could steal all your customer data."

3 of 3

Empowering

Partners, not adversaries

We're on the same team. Our language positions us as collaborators helping organizations achieve security excellence. We build confidence, not anxiety.

We are

CollaborativeSupportiveConstructiveSolution-focusedEncouraging

Not this

CondescendingAccusatoryDismissiveSuperiorPunitive

Do this

"We've prepared a remediation roadmap to help your team strengthen this authentication mechanism."

Not this

"You need to fix this critical flaw immediately or face serious consequences."

Language Transformation

Security has historically borrowed language from conflict. We consciously choose words that reflect our protective mission. This isn't just semantics, it shapes how we're perceived and how we think about our work.

Avoid
✓ Sandbox verification runs ✓ Evidence packs: screenshots, logs, traces ✓ Re-run verification + audit trail Request Beta Access Enterprise For organizations with advanced requirements Custom ✓ Everything in Verified ✓ SSO & SAML ✓ Custom integrations + webhooks ✓ Dedicated account manager ✓ Dedicated verification runners + SLA
Use Instead
Context
Hack
Security assessment
Describing our work
Attack
Test
Methodology descriptions
Exploit
Validate
Proving vulnerabilities
Penetration
Security evaluation
Service naming
Breach
Access
Describing findings
Attacker
Threat actor
Discussing adversaries
Hacker
Security researcher
Describing our team
Victim
Affected party
Incident discussions
Weapon
Security tool
Tool descriptions
Kill
Terminate / End
Process descriptions
Payload
Test data
Technical discussions
Malicious
Unauthorized
Behavior descriptions

Why language matters

The words we use don't just describe reality, they create perception. When we say "security researcher" instead of "hacker," we frame our professionals as scholars, not criminals. When we say "identified" instead of "exploited," we position ourselves as discoverers, not attackers. This linguistic intentionality builds the trust that's essential to our work.

Tone by Scenario

Our voice stays consistent, but our tone adapts to context. Here's how we modulate warmth, technical depth, and urgency across different situations.

First Contact

When a company first engages with us or learns about our services.

Warmth 85%
Technical 30%
Urgency 20%

Tone

Welcoming, professional, confidence-building

Example

"Welcome to Triage. We partner with organizations to discover and address security vulnerabilities before they become incidents. Our certified researchers bring methodical expertise to help you build a more resilient digital presence."

Key Words

PartnerWelcomeExpertiseResilientCertified

Discovery Report

When presenting security findings to a client.

Warmth 60%
Technical 75%
Urgency 45%

Tone

Clear, constructive, actionable

Example

"During our assessment, we identified an authentication bypass in the password reset flow. This finding is classified as high-priority based on potential impact. We've included detailed remediation steps and are available to support your team through the resolution process."

Key Words

IdentifiedAssessmentRemediationSupportResolution

Urgent Finding

When a critical vulnerability requires immediate attention.

Warmth 50%
Technical 70%
Urgency 85%

Tone

Direct, calm, solution-oriented

Example

"We've discovered a critical authentication vulnerability that requires prompt attention. Our team is standing by to assist with immediate mitigation steps. Here's what we recommend as a first response while a permanent fix is implemented."

Key Words

PromptStanding byMitigationRecommendDiscovered

Researcher Onboarding

When welcoming new security researchers to our platform.

Warmth 90%
Technical 40%
Urgency 15%

Tone

Inspiring, inclusive, professional

Example

"Welcome to the Triage research community. You're joining a network of skilled professionals dedicated to making the digital world safer. Your expertise helps protect millions of users and strengthens critical infrastructure worldwide."

Key Words

CommunityDedicatedProtectExpertiseWorldwide

Compliance Communication

When discussing regulatory or compliance-related security matters.

Warmth 55%
Technical 65%
Urgency 40%

Tone

Authoritative, reassuring, structured

Example

"Your security assessment has been completed in accordance with industry standards. All findings have been documented with full audit trails. This report supports your compliance requirements and demonstrates your commitment to proactive security measures."

Key Words

StandardsDocumentedComplianceProactiveCommitment

Success & Resolution

When vulnerabilities have been successfully remediated.

Warmth 95%
Technical 35%
Urgency 10%

Tone

Celebratory, validating, forward-looking

Example

"Excellent work. Your team has successfully resolved all identified vulnerabilities. Your systems are now stronger, and your users are better protected. We'll continue monitoring to ensure these improvements hold."

Key Words

ExcellentSuccessfullyStrongerProtectedContinue

Educational Content

When teaching security concepts or best practices.

Warmth 80%
Technical 50%
Urgency 20%

Tone

Clear, patient, encouraging

Example

"Input validation is your first line of defense. By verifying all user-submitted data before processing, you prevent many common vulnerability types. Think of it as checking ID at the door, a simple step that prevents bigger problems."

Key Words

DefensePreventVerifySimpleProtect

Public Disclosure

When publicly communicating about resolved security matters.

Warmth 60%
Technical 55%
Urgency 30%

Tone

Transparent, responsible, measured

Example

"Working collaboratively with [Company], our research team identified and helped resolve a security vulnerability affecting user authentication. The issue was addressed within 48 hours of discovery, and no user data was compromised."

Key Words

CollaborativelyResolvedAddressedDiscoveryProtected

Writing Principles

Five principles that guide every piece of content we create.

1

Lead with protection

Always frame findings in terms of what we're helping protect, not what could be attacked.

We're helping protect your customer data
Your customer data is vulnerable to attack
2

Use active partnership language

Position Triage and the client as allies working together toward security goals.

Together, we identified
We found your mistake
3

Quantify without alarming

Present data and metrics factually without sensationalism.

3 high-priority findings require attention
3 critical flaws could destroy your business
4

Offer paths forward

Every problem statement should be accompanied by a solution or next step.

This can be resolved by implementing rate limiting
This is broken
5

Respect technical expertise

Don't oversimplify for technical audiences or overcomplicate for non-technical ones.

Adapt depth to audience
One explanation fits all

Headlines & Taglines

Headlines should convey protection, expertise, and partnership. Never sensationalism or fear.

Launch a Bug Bounty
Program in Minutes

Research. Report.
Get Paid.

Guard smarter,
not harder.

Automating
Your Defense.

Headlines that work

  • • "Launch a Bug Bounty Program in Minutes"
  • • "Research. Report. Get Paid."
  • • "Guard smarter, not harder."
  • • "Get SOC2 Ready. Instantly."
  • • "Automating Your Defense."

Headlines to avoid

  • • "Hackers wanted" (we're researchers)
  • • "We'll expose your flaws" (fear-based)
  • • "Break in before the bad guys do"
  • • "Your security is broken" (negative)
  • • "Attack surface analysis" (aggressive)

How We Describe Ourselves

Consistent terminology reinforces our professional, protective identity.

What we are

  • Security research company
  • Vulnerability disclosure platform
  • Security assessment provider
  • Compliance partner

What we're not

  • Hacking firm
  • Penetration testing company
  • Cyber attack simulator
  • Threat actor

Our people are

  • Security researchers
  • Research analysts
  • Security engineers
  • Compliance specialists

Words build trust.
Choose them wisely.

Every word we write is an opportunity to reinforce that we're here to protect, not to threaten. When in doubt, ask: "Does this make our client feel safer?"