Foundation Package
Brand Guidelines
Vertex Creative — Version 1.0 · June 2026
Foundation Tier
01 — Logo
Primary
Secondary / Icon
Reversed (Dark BG)
02 — Color Palette
Charcoal
#1C1C1E
Primary text, backgrounds, logo mark
Cream
#FAF9F7
Page background, light surfaces
Amber Gold
#E8A427
Accent, CTAs, highlights, brand mark
Muted
#6E6E73
Secondary text, captions, meta info
Border
#E5E5EA
Dividers, card borders, input outlines
03 — Typography
Display / Headlines
Playfair Display
The quick brown fox
Body / UI
DM Sans — The quick brown fox jumps over the lazy dog.
Light 300 · Secondary captions
Medium 500 · Navigation, labels, CTAs
04 — Usage Rules
Do
- Maintain clear space equal to the height of the logo mark on all sides
- Use the reversed logo on dark or photographic backgrounds
- Scale the logo proportionally — never stretch or skew
- Use the secondary icon for app icons, favicons, and small-format uses
- Pair with ample white space to maintain premium feel
Don't
- Do not recreate or redraw the logo from scratch
- Do not apply drop shadows, gradients, or effects to the mark
- Do not use the logo on busy photographic backgrounds without a clear space zone
- Do not change the brand colors (amber gold is #E8A427 — never alter)
- Do not use the logo at sizes below 24px height
05 — Brand Voice
Tone
- Confident but not arrogant — we know our craft, we don't need to prove it loudly
- Direct — short sentences, clear recommendations, no hedging
- Warm — genuine care for the client's success is visible in every word
- Slightly irreverent — a bit of personality, never cruel or dismissive
Example Copy
- Strong: "Your brand deserves to look like a team built it."
- Strong: "Good design isn't a luxury. It's a competitive advantage."
- Avoid: "We are passionate about delivering excellence."
- Avoid: "Let us help you maximize your brand potential."
Looking for More?
Growth Tier Package
Expanded logo system, 8-color palette, 4-typeface system, full brand voice guide, social media templates, and a printable brand summary sheet.