Capital Aid

📋 1 Guidelines

🔗 Connections

Sector

Finance

Region

Usa

Guideline Year

2021

Language

English

Tags

Financial

Brand Guidelines

2021

Brand Summary

Mission
  • Capital Aid aims to make the complex process of money lending simple for small businesses and startups by reducing the amount of paperwork required [^1].
Core Values
  • simplicity
  • support
  • assistance
  • diversity
  • professionalism
Target Audience
  • Small businesses and startups, particularly those based in Lakewood, New Jersey, as well as real estate investors and property owners seeking hard money loans [^2].
Personality Traits
  • modern
  • dynamic
  • professional
  • clean
  • approachable
Visual Identity Overview
  • The brand uses a modern, digital aesthetic with vibrant gradients of blue and purple, custom geometric typography, and clean, minimalistic layouts. The logo is a dynamic wordmark designed for legibility and optical balance, adaptable to light or dark backgrounds. Visual elements emphasize smooth curves, contrasting colors, and a professional, corporate identity [^3].

Categories

Brand Imagery
  • Gradient Circular Design - The image should feature a large, stylized circular logo or design element positioned centrally against a black background. The circle transitions from a darker purple hue at the top and bottom to a vibrant blue on the left side, creating a gradient effect. Attached to the left side of the circle is an oval or elliptical shape in a lighter purple, indicating a three-dimensional, shaded element that appears to be part of or overlaying the circle. The overall design emphasizes smooth curves and vibrant, contrasting colors with a modern, digital aesthetic. There are no other visible objects or text in the image, and the lighting and shading suggest a clean, minimalistic style.
  • The gradient where created specifically for the key visual element. They should NOT be used for backgrounds or on text. However, they can used on the webiste button & icons or on email campaigns for CTAs.
  • #8C58FF #6623AC #08E3FD #6A2EFD #2162F7 #3C66CC #382275 #382275 #382275 Page 11
  • KVl, KV2 & KV3 can be paired with Black (A,B & C). KV1 can also be paired with White (D) KV2 should be paired with the darker shade of purple (E) and KV3 should be paired with lighter shade.
  • The design of the key visual was inspired by the second word of the brand name-to aid is to support, back, help, stand by or assist. The mark is an abstract representation of two entities shaking hands combined with the ‘C’, It represents what Captial Aid wants to be and hopes to achieve.
Color Palette
  • Color is highly communicative and plays an important role within our identity. A range of curated colours are available which can be used to communicate in a wide range of tones. A consistency in approach to colour is integral.
  • Our Primary color should be used mainly for backgrounds, color fields and other graphic devices including brochure covers, page dividers, promotional folders and so on.
  • EERIE BLACK #1B1B1B
  • WHITE
  • PURPLE #5920B1
  • MEDIUMM SLATE BLUE #8C58FF
  • ULTRAMARINE BLUE #2162F7
  • SKY BLUE CRAYOLA #08E3FD
  • Secondary Palette The secondary colors should always be paried with the primary palette and should only be used in scenerios where the primary palette cannot be used. A link to the full palette can be found below: https://cool- ors.co/1b1b1b-ffffff-5920b1-8c58ff-2162f7-08e3fd
  • The gradient where created specifically for the key visual element.
  • They should NOT be used for backgrounds or on text. However, they can used on the webiste button & icons or on email campaigns for CTAs.
  • #8C58FF
  • #6623AC
  • #08E3FD
  • #6A2EFD
  • #2162F7
  • #3C66CC
  • #382275
  • #382275 Page 11
  • KVl, KV2 & KV3 can be paired with Black (A,B & C). KV1 can also be paired with White (D) KV2 should be paired with the darker shade of purple (E) and KV3 should be paired with lighter shade.
Typography
  • Typography plays a critical role in establishing a unified personality and plays a large role in our visual identity. For this reason, we have chosen Sharp Sans No.1
  • Sharp Sans Display No.1 is geometric display sans-serif inspired by Herb Lubalin’s original photo-lettering for Avant Garde magazine.
  • Light Book Medium Semi-Bold Bold
  • Chivo is our secondary font.
  • Chivo (Goat) is a new Omnibus-Type grotesque Sans Serif typeface family. The strength of Chivo Black makes it ideal for highlights and headlines. Chivo Regular’s elegance makes it ideal for combining with the strength of Chivo Black for continuous reading. Its design details make it an indispensable ally for any designer.
  • Light Regular Bold
    1. Heading: Sharp Sans- Bold
  • Leading: Auto
  • Tracking: 0 (Default)
    1. Sub-Heading or emphasised text: Sharp Sans- Bold
  • Leading: +1 the font size e.g 6pts font = 7pts Leading Tracking: 0 (Default)
    1. Body Copy: Chivo- Light, Regular & Bold
  • Line spacing: the use of automatic line spacing is recommended in all cases.
Logo Usage
  • The logo is a wordmark designed with custom geometric type. Each character is custom built, carefully spaced for legibility and optical balance.
  • The logo is a duchorome logo created to be dynamic, it should work on either light or dark backsground and can be flipped depending on which variation provides the most contrast.
  • A minimum area of surrounding space is required across all visual communication. The lowest exclusion zone must be relative to the size of the character ‘a’ of the wordmark.
  • Avoid using the wordmark at a size smaller than 27mm/100px.
  • Do not change the logo in an unspecified color or combination of colors.
  • Do not scale, scretch or disproportionately resize the logo.
  • Do not use the logo other than Horizontally.
  • Do not attempt to recreate the logo
  • Do not use the logo as a repeated pattern.
  • Do not apply graphical elements such as drop shadow or glow.
  • Do not change the composition of the logo.
  • Do use the wrong logo color on a background without proper contrast.
Visual Style
  • The logo is a wordmark designed with custom geometric type. Each character is custom built, carefully spaced for legibility and optical balance.
  • The logo is a duchorome logo created to be dynamic, it should work on either light or dark backsground and can be flipped depending on which variation provides the most contrast.
  • A minimum area of surrounding space is required across all visual communication. The lowest exclusion zone must be relative to the size of the character ‘a’ of the wordmark.
  • Avoid using the wordmark at a size smaller than 27mm/100px.
  • Do not change the logo in an unspecified color or combination of colors.
  • Do not scale, scretch or disproportionately resize the logo.
  • Do not use the logo other than Horizontally.
  • Do not attempt to recreate the logo
  • Do not use the logo as a repeated pattern.
  • Do not apply graphical elements such as drop shadow or glow.
  • Do not change the composition of the logo.
  • Do use the wrong logo color on a background without proper contrast.
  • Color is highly communicative and plays an important role within our identity. A range of curated colours are available which can be used to communicate in a wide range of tones. A consistency in approach to colour is integral.
  • Our Primary color should be used mainly for backgrounds, color fields and other graphic devices including brochure covers, page dividers, promotional folders and so on.
  • The gradient where created specifically for the key visual element.
  • They should NOT be used for backgrounds or on text. However, they can used on the webiste button & icons or on email campaigns for CTAs.
  • KVl, KV2 & KV3 can be paired with Black (A,B & C). KV1 can also be paired with White (D) KV2 should be paired with the darker shade of purple (E) and KV3 should be paired with lighter shade.
  • The composition should be 1500px by 1500px with a minimum resolution of 150.
Application
  • The Capital Aid Letterhead, Envelope and Business card design.
  • The Capial Aid Identity card design.
🐛 Report