The uniforms of the Imperial Guard are camouflaged in order to protect their wearers by hiding them from sight. The principle is that what the enemy cannot see he cannot kill. This is not the way of the Adeptus Astartes. A Space Marine's armour is bright with heraldry that proclaims his devotion to his Chapter and the beloved Emperor of Mankind. Our principle is that what the enemy can see, he will soon learn to fear!
—Chaplain Aston, 10th Company, Firehawks Chapter, Warhammer 40,000
Camouflage is the colour of cowardice. I have no need to hide from my foes. I have no fear of death. My colours I wear openly, they proclaim louder than any words, "I am proud to live - I am proud to die".
—High Lord Commander Carab Culln, Red Scorpions Chapter, Warhammer 40,000
(After the heroine is scolded for disregarding "the four S's" of camouflage while on guard duty:)
"It's because of the one C, Sarge!" said Polly, still staring straight ahead.
"And that is?"
"Colour, Sarge! I'm wearing bleedin' red-and-white in a bleedin' grey forest, Sarge!"
She risked a sideways glance. In Jackrum's little piggy eyes there gleamed a gleam. It was the one they had when he was secretly pleased.
"Ashamed of your lovely, lovely uniform, Perks?" he said.
"Don't want to be seen dead in it, Sarge," said Polly.
"Hah. As you were, Perks."
—Terry Pratchett, Monstrous Regiment