Devil's Due has a clearly defined, core set of values represented by the brand colors.*
Companies eventually take on a mind of their own, and without a core set of values it is easy to lose their way. These values come directly from Josh's own personal introspection, intimately tied to his personal beliefs, and that therefore they must be the driving moral compass in business, written for all affiliates, partners and customers to see. Anyone who enters any arm of the Devil's Due endeavors MUST fully practice these values - even... no, ESPECIALLY those at the top.
In the course of day to day business, everyone makes mistakes, needs to keep the bottom line in the black... keep the "lights on"... and that leads to all sorts of trouble. Having the values in writing helps enforce them, and keeps things from getting too "gray".
Red represents the blood, sweat and elbow grease that goes into making our projects, and the devotion and determination that the process requires. Whether it be pitching in to help with someone else's task when necessary, pulling an all-nighter, or stopping what one is doing to help unload a skid of boxes from a delivery, putting in the extra effort is what will separate Devil's Due from so many other companies and prevent walls from developing within hierarchies, which creates dysfunction.
This symbolizes our transparency with our customers, peers and employees. It's representative of the commitment to tell it like it is and to maintain that integrity in all we do - in good times AND bad. Smoke and Mirrors and Cloak and Dagger business tactics are a waste of everyone's time, and frankly make it harder to sleep at night. Brutal transparency is always preferred to false comfort. As a wise man once said, "If you don't ever lie, you never have to remember anything."
* This was originally written after regaining complete control of my company and a simultaneous perfect storm of other problems in late 2009, and going through a serious review of what had gone right and also gone wrong in all the years since launching the old Devil's Due. Only circulated internally until now, revised for a new DD, I want these plastered for all the world to see for as long as we're here. - Josh Blaylock