Style guide
The Accretion Digital brand.
Everything partners, press and our team need to present Accretion Digital consistently: our logo, colors, typography, interface and voice.
Logo
Our mark
Use it like this
Keep clear space around the logo equal to the height of the letter “a.” Minimum width 120px on screen. Use the navy version on light backgrounds and the ivory version on dark ones.
Never
Use the retired orange version or recolor it, stretch or rotate it, add shadows or glows, or place it on busy photos without a solid backdrop.
Color palette
Heritage colors
Six colors inspired by heritage American brands: deep navy, warm neutrals and a single camel accent.
RGB 14, 20, 32Hero, footer and the deepest areas
RGB 20, 33, 61Main brand color, headlines and text on light
RGB 220, 213, 200Borders, dividers and quiet details
RGB 245, 241, 232Light sections
RGB 251, 249, 244Cards, forms and page background
RGB 184, 146, 95Accent only: buttons, labels and thin rules
60% ink and navy · 30% ivory, bone and stone · 10% camel. Avoid navy on navy: pair dark sections with light cards, and light sections with navy accents.
Typography
Typefaces and type scale
Our fonts are called typefaces. Two of them, used the same way everywhere, create the hierarchy.
Playfair Display
A classic high-contrast serif for headlines and key numbers. Free from Google Fonts. Weight: SemiBold.
Jost
A clean geometric sans for body text, labels and buttons. Free from Google Fonts. Weights: Regular and Medium.
72px / 1.06
54px / 1.1
38px / 1.15
21px / 1.3
12px / .22em
19px / 1.6
16px / 1.75
13px / 1.6
Interface elements
Buttons, cards and forms
Buttons
Square corners, small caps with wide spacing. One primary button per section. Hover over them.
Text linkCards and labels
Eyebrow label
Cards use bone with a 1px stone border and no rounded corners. Eyebrows always sit above headings with a short camel rule.
Iconography
Icons
Thin line icons with a 1.6 stroke, in camel on a navy square or in navy on light backgrounds. One icon per idea, never decorative clutter.
Photography
Imagery
Use
Warm, natural light. Real people, our real office and real client work. Calm compositions with room to breathe. Device mockups of client sites on neutral surfaces.
Avoid
Generic stock photos, neon or saturated filters, heavy gradients, busy collages, and mockups made for prospects who are not clients.
Voice and tone
How we sound
Clear
Short sentences, one idea at a time, plain words. Say what the client gets.
Confident
Thinkers, not just doers. We lead with research, proof and a plan, never hype.
Respectful
Warm and nonpartisan. Candidates from every party feel welcome.
“One team, one plan, measurable growth.”
“We’re the cheapest!” or “Unlock explosive growth!!!”
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