Equation Brand Guidelines

Visual identity, design principles, and assets that shape how we communicate. If you're unsure about usage, ask us.

Wordmark & Logo

The symbol represents balance and connection. The wordmark combines it with typography designed for clarity at any scale.

Full Wordmark

The complete Equation identity combining symbol and typography. Use at minimum 24px height, maintaining clear space equal to the symbol height.

Symbol Mark

The standalone symbol for use when space is limited. Minimum size 32px × 32px, with equal clear space around all sides.

Size Variations

Large
120px height
Medium
64px height
Small
32px height
Minimum
24px height

Symbol Sizes

Large
120px × 120px
Medium
64px × 64px
Small
32px × 32px
Minimum
24px × 24px

Typography

Aeonik brings precision and warmth. It reads clearly at small sizes and commands attention when large.

Weights

Regular
The quick brown fox jumps over the lazy dog
Medium
The quick brown fox jumps over the lazy dog
SemiBold
The quick brown fox jumps over the lazy dog

Size Scale

96px
Aeonik
72px
Aeonik
48px
Aeonik
36px
Aeonik
24px
Aeonik
18px
Aeonik
16px
Aeonik

Usage

Heading

We sharpen story, structure capital, and connect founders

Subheading

Clarity, capital, and conversations that compound

Body

Growth is people. We cultivate trust and structure partnerships that compound. Every interaction builds on the last, creating momentum that accelerates outcomes.

Download

Download the Aeonik font family for use in your projects.

Download Regular (400)Download Medium (500)Download SemiBold (600)

Color System

Two palettes support both light and dark themes. Luxury is the default across the site.

Core

Original minimalist palette

Core

#F7F7F4
Canvas
#F7F7F4
color(display-p3 0.969 0.969 0.957)
Primary background
#26251E
Base
#26251E
color(display-p3 0.05 0.05 0.05)
Dark mode background
#26251E
Ink
#26251E
color(display-p3 0.05 0.05 0.05)
Light mode text
#F7F7F4
Paper
#F7F7F4
color(display-p3 0.99 0.99 0.98)
Dark mode text
#CDBEA9
Signal
#CDBEA9
color(display-p3 0.804 0.745 0.663)
Accent color
#007D3A
Growth
#007D3A
color(display-p3 0 0.5 0.25)
Highlight color

Luxury

Default palette — refined elegance

Luxury

#FAF7F0
Cream
#FAF7F0
color(display-p3 0.98 0.969 0.941)
Light mode background
#050505
Obsidian
#050505
color(display-p3 0.02 0.02 0.02)
Dark mode background
#1A1A1A
Charcoal
#1A1A1A
color(display-p3 0.1 0.1 0.1)
Light mode text
#EAE5D5
Parchment
#EAE5D5
color(display-p3 0.918 0.898 0.835)
Dark mode text
#1A2E22
Forest
#1A2E22
color(display-p3 0.102 0.18 0.133)
Primary accent
#D4AF37
Gold
#D4AF37
color(display-p3 0.831 0.686 0.216)
Secondary accent
#5C5446
Olive
#5C5446
color(display-p3 0.36 0.33 0.27)
Dark mode accent
#2EBD6B
Emerald
#2EBD6B
color(display-p3 0.18 0.74 0.42)
Dark mode highlight

Service Icons

Three distinct shapes representing our core services. Each icon maintains visual weight while expressing unique character.

Fundraising Strategy
The Right Rooms
Narratives

ASCII Animations

Dynamic visualizations that bridge digital and analog. Patterns emerge, transform, and dissolve through custom rendering.

Custom renderer converts images and patterns into animated ASCII art with multiple animation styles, backgrounds, and transitions.

Implementation Files

  • asciiRenderer.js - Core engine
  • emojiConverter.js - Emoji conversion
  • rotation3D.js - 3D effects
  • backgrounds.js - Background system
  • transitions.js - Transition effects
  • motiveGenerator.js - Pattern generation

Questions about the brand?