01 — Logo System
10-Variant Logo Suite
Every format needed for every possible application — from a LinkedIn profile header to a monument sign on the Chicago office. Nine logo formats plus app icon and favicon, each designed to work in its context.
Primary — Full Lockup
Horizontal Lockup
Primary Reversed
Stacked Lockup
Stacked Reversed
Monogram / Icon
Single-Color Mono
Favicon — 32×32
App Icon — 512×512
Clear space: Minimum clear zone = height of the shield mark. No text, imagery, or other graphic elements within this perimeter. Minimum digital width: 120px. Minimum print: 1.5 inches. Never stretch, rotate, recolor, or remove elements from any logo variant. For embossing, engraving, or single-color print, use the monochrome variant.
02 — Color System
10-Color Palette with Full Specifications
Deep navy anchors the brand in financial credibility. Warm gold communicates prosperity and warmth — approachable, not stuffy. Secondary colors support multi-channel applications from digital dashboards to printed proposals.
Primary Palette — 4 Colors
Midnight Navy
#1A2B4A
RGB 26, 43, 74
Primary backgrounds, headlines, shield mark fill. The dominant brand color — use for 40-60% of color area.
Deep Navy
#0F1A30
RGB 15, 26, 48
Dark section backgrounds, reversed logo surfaces, signange overlays. Use when depth or contrast is needed.
Warm Gold
#E8C86A
RGB 232, 200, 106
Primary accent — logo marks, highlights, CTAs, active states. Gold conveys prosperity without being garish.
Antique Gold
#C8A04A
RGB 200, 160, 74
Secondary accent — borders, strokes, dividers, supporting accent elements. Darker than Warm Gold for contrast.
Secondary / Accent — 4 Colors
Warm White
#F0EEE8
RGB 240, 238, 232
Primary page background, light surfaces. Warmer than pure white — reads as premium, not clinical.
Ivory
#FAF8F3
RGB 250, 248, 243
Card surfaces, print backgrounds, reversed logo text on dark surfaces. Slightly warmer for premium print.
Steel Blue
#4A5A7A
RGB 74, 90, 122
Secondary text on light backgrounds, subheadings, body copy. Softer than pure navy — works in dense layouts.
Slate Gray
#8A9BB5
RGB 138, 155, 181
Meta text, captions, placeholder text, disabled states. Light enough to use on dark backgrounds.
Neutrals — 2 Colors
Warm Gray
#E5E2DA
RGB 229, 226, 218
Dividers, borders, card outlines, subtle backgrounds. Warm undertone matches the ivory/cream palette.
Neutral Gray
#6B7280
RGB 107, 114, 128
Fallback text, secondary body copy on light backgrounds. For hierarchy within dense content blocks.
Accessibility — Contrast Compliance
AA ✓
Navy / Ivory — 14.3:1
AAA ✓
Ivory / Deep Navy — 16.7:1
Fail
Gray / Ivory — 3.1:1 (use for decorative only)
All primary text combinations meet WCAG 2.1 AA. Never use Slate Gray (#8A9BB5) for body text — use only for captions, meta, or decorative purposes.
03 — Typography System
4-Typeface Stack with Full Hierarchy
Four fonts that each earn their place. Display for moments of authority and warmth; serif headline for editorial depth; body for clarity and versatility; mono for data and specifications. Each has a distinct role and clear boundaries.
Display / Hero
Playfair Display
The quick brown fox jumps over the lazy dog.
Role: Hero headlines, section titles, brand voice moments
Weights: 400 (Regular), 600 (SemiBold), 700 (Bold)
Styles: Upright + Italic
Google Font: Playfair Display
Fallback: Georgia, 'Times New Roman', serif
Headline / Editorial
Libre Baskerville
The quick brown fox jumps over the lazy dog.
Role: Article headlines, investment summaries, long-form content headers
Weights: 400 (Regular), 700 (Bold)
Styles: Upright + Italic
Google Font: Libre Baskerville
Fallback: Georgia, 'Times New Roman', serif
Body / UI
DM Sans — The quick brown fox.
Light 300 · Secondary body copy, captions
Medium 500 · Navigation, labels, CTAs
Role: Body copy, UI, navigation, button text
Weights: 300, 400, 500, 600
Google Font: DM Sans
Fallback: Arial, Helvetica, sans-serif
Data / Specs
#E8C86A
RGB 232, 200, 106 · Pantone 7408 C
Role: Hex codes, RGB values, timestamps, financial figures
Weights: 400 (Regular), 500 (Medium)
Google Font: JetBrains Mono
Fallback: 'Courier New', Courier, monospace
Label
Sample
Font
Size / Weight
H1
Display
Brand Identity
Playfair Display Bold
36px / 700
H2
Headline
Brand Guidelines
Playfair Display Bold
28px / 700
H3
Sub-head
Visual Identity System
Libre Baskerville Bold
20px / 700
Body
Paragraph
Clear, direct language that earns trust.
DM Sans Regular
15px / 400
UI
Navigation
WEALTH PARTNERS
DM Sans Medium
13px / 500
Meta
Caption
VERSION 1.0 · JUNE 2026
DM Sans Light
11px / 300
04 — Brand Voice & Messaging
Voice That Belongs in the Room
Beacon & Bell's clients are sophisticated. They don't want cheerleading — they want clarity. The voice reflects that: warm but precise, confident without being arrogant, human without being casual.
01
Trustworthy Authority
We speak with the precision of advisors, not the enthusiasm of salespeople. Every word earns its place.
02
Human Clarity
Complex financial topics deserve simple language. We translate, we don't complicate. Short sentences, real words.
03
Confident Warmth
We care about outcomes — not just portfolios. The voice feels like someone who knows you, not someone who's selling.
Messaging Architecture
Tagline
"Plan with clarity. Grow with confidence."
Mission
"Independent advice. Aligned with your goals, not ours."
Differentiator
"Fee-only. Fiduciary. Transparent."
Homepage Hero
"Plan with clarity.
Grow with confidence."
Service Page
"Your wealth strategy,
built around your life."
Thought Leadership
"Good planning isn't about
more — it's about better."
Client Onboarding
"Your first meeting is
where the relationship starts."
Do
- Lead with the client's situation, not the firm's credentials
- Use specific numbers and concrete outcomes over vague promises
- Write "you/your" more than "we/our" — client-centered language
- Keep sentences under 20 words. Paragraphs under 5 lines
- Show, don't tell — let examples and case studies carry the message
- Match the client where they are — institutional tone when appropriate, accessible when not
Don't
- Don't use "cutting-edge," "best-in-class," or "synergy" — ever
- Don't lead with AUM figures unless directly relevant to context
- Don't write "our team of experts" — name roles or skip the modifier
- Don't use ALL CAPS for emphasis — it reads as shouting
- Don't hedge with "may," "might," or "could" when you have an answer
- Don't use financial jargon without immediately following with plain English
05 — Applications Gallery
Brand in Context
Six application mockups showing the system in real-world use — from a business card to a pitch deck. Each piece is designed to reinforce recognition and reinforce the brand position.
Margaret Chen
CFP®, Senior Advisor
m.chen@beaconandbell.com
+1 (312) 555-0184
Chicago Office · 1-888-BELL-WP
Business Card — Dark
3.5 × 2 inches · Deep Navy with gold accents
James Okafor
CFA, Managing Partner
j.okafor@beaconandbell.com
+1 (414) 555-0291
Milwaukee Office
Business Card — Light
3.5 × 2 inches · Ivory with navy accents
Letterhead
8.5 × 11 inches · Navy header, full brand treatment
BEACON & BELL
WEALTH PARTNERS
Chicago Office
333 West Wacker Drive, Suite 2200
Office Signage
Multi-location exterior/interior signage system
Margaret Chen, CFP®
Senior Advisor, Chicago Office
Email Signature
Standardized signature for all advisors firm-wide
INVESTMENT PHILOSOPHY
BEACON & BELL
Goal-Based Planning, Not Return-Chasing
Every portfolio starts with a conversation about what the money is actually for — not a model, not a target. We build around your life, not around market cycles.
Pitch Deck — Cover + Interior
18-slide investor presentation template
06 — Brand Book Preview
Multi-Page Brand Book
A structured brand book delivered as a 40+ page PDF — covers every element in this system in structured, referencable sections. Each page designed to be scannable and immediately actionable for any designer or developer who inherits the brand.
Brand Identity Guidelines
Version 1.0 — June 2026
Contents
01 — Logo System03
02 — Color Palette08
03 — Typography14
04 — Brand Voice20
05 — Applications26
06 — Digital Guidelines32
Logo Usage Rules
10 variants. Each designed for a specific context.
Minimum size: 120px digital, 1.5" print · Clear space: Height of shield mark on all sides
Primary Color Palette
10 colors. WCAG 2.1 AA compliant.
Pantone 7408 C
Primary gold — Warm Gold #E8C86A
Type System Overview
4 typefaces. Clear hierarchy. No exceptions.
Display — Playfair Display
Headlines, hero text, brand moments
Editorial — Libre Baskerville
Long-form content, article headlines
Body — DM Sans
Body copy, UI, navigation, all functional text
Mono — JetBrains Mono
Hex codes, specs, data, financial figures
Brand Voice
Three pillars. Every word earns its place.
01
Trustworthy Authority
Speak with the precision of advisors, not the enthusiasm of salespeople.
02
Human Clarity
Complex financial topics deserve simple language. We translate, not complicate.
03
Confident Warmth
We care about outcomes — not just portfolios. Someone who knows you, not selling.
