Executive Summary
This document provides comprehensive guidelines for using the Smartbound brand consistently across all touchpoints. It covers logo usage, color application, typography rules, voice and tone, and dos/don'ts for brand expression.
1. Brand Overview
Brand Promise
Your sales team knows who to call and why.
What We Do
Smartbound builds custom signal engines — bespoke monitoring systems that track primary data sources and deliver weekly feeds of prospects with verifiable reasons to talk.
Brand Personality
| Attribute | Description |
|---|
| Expert | Deep knowledge of signal sourcing and primary data |
| Craft-focused | Every engine is hand-built, not templated |
| Practical | We deliver actionable intelligence, not theory |
| Hungry | We find signals others don't bother looking for |
| Honest | If signals don't exist, we say so |
2. Logo Usage
Logo Versions
Use the appropriate logo version for each context:
| Version | When to Use |
|---|
| Primary (Navy) | Light backgrounds, white backgrounds, most applications |
| Inverse (White) | Dark backgrounds, navy backgrounds, photography overlays |
| Icon Only | Favicons, app icons, social avatars, very small spaces |
| Wordmark Only | Established brand contexts, co-branding |
Logo Clear Space
Maintain minimum clear space around the logo equal to the height of the "S" in Smartbound.
┌─────────────────────────────┐
│ │
│ [S]MARTBOUND │
│ ↑ │
│ Clear space = height of S│
│ │
└─────────────────────────────┘
Logo Minimum Size
| Format | Minimum Width |
|---|
| Digital | 120px |
| Print | 1 inch (25.4mm) |
| Icon only | 24px |
Logo Dos and Don'ts
Do
| Do | Example |
|---|
| Use provided logo files | Export from brand assets |
| Maintain clear space | Leave breathing room |
| Use appropriate version | Navy on light, white on dark |
| Keep proportions consistent | Don't stretch |
Don't
| Don't | Why |
|---|
| Don't stretch or distort | Breaks brand consistency |
| Don't change colors | Undermines recognition |
| Don't add effects | Shadows, glows, etc. dilute clarity |
| Don't rotate the logo | Lockup is designed as-is |
| Don't place on busy backgrounds | Reduces legibility |
| Don't use outdated versions | Always use current assets |
Incorrect Logo Usage Examples
WRONG: Stretched horizontally
WRONG: Colors changed to match background
WRONG: Drop shadow added
WRONG: Placed on busy photo without contrast
WRONG: Logo elements rearranged
3. Color Application
Primary Colors
Use Navy Dark as the dominant color for text, headers, and structural elements.
| Color | Hex | Use For |
|---|
| Navy Dark | #0f172a | Headers, primary text, logo |
| Navy Medium | #1e293b | Dark backgrounds, depth |
Accent Colors
Use Signal Orange sparingly for CTAs, highlights, and emphasis. Maximum 10% of any design.
| Color | Hex | Use For |
|---|
| Signal Orange | #f97316 | CTAs, highlights, accent elements |
| Signal Yellow | #fbbf24 | Secondary accents (use rarely) |
Neutral Colors
Use neutrals for backgrounds, borders, and secondary text.
| Color | Hex | Use For |
|---|
| White | #ffffff | Backgrounds, text on dark |
| Off-White | #f8fafc | Card backgrounds, subtle backgrounds |
| Gray 100 | #f1f5f9 | Borders, dividers |
| Gray 400 | #94a3b8 | Secondary text, disabled states |
| Gray 600 | #475569 | Body text on light backgrounds |
Color Proportions
Standard Application:
- 70% Navy/Neutrals
- 20% White/Off-White
- 10% Accent Orange
High-Impact Application (landing pages, ads):
- 60% Navy/Neutrals
- 25% White/Off-White
- 15% Accent Orange
Color Dos and Don'ts
Do
- Use Signal Orange for CTAs and key highlights
- Maintain high contrast for text (4.5:1 minimum)
- Use color consistently across touchpoints
Don't
- Don't use Signal Orange for body text (contrast too low)
- Don't create new colors outside the palette
- Don't use gradient backgrounds with brand colors
4. Typography Rules
Typeface: Inter
Inter is our primary typeface. It's modern, readable, and works across all applications.
Typography Hierarchy
| Level | Weight | Size | Usage |
|---|
| H1 | Bold (700) | 48px | Page headlines only |
| H2 | Semibold (600) | 32px | Section headlines |
| H3 | Semibold (600) | 24px | Subsection headlines |
| H4 | Medium (500) | 20px | Card headlines, labels |
| Body | Regular (400) | 16-18px | Paragraphs, descriptions |
| Small | Regular (400) | 14px | Supporting text |
| Caption | Regular (400) | 12px | Legal, metadata |
Typography Dos and Don'ts
Do
- Use hierarchy consistently
- Maintain generous line height (1.5-1.6)
- Use bold for emphasis, not decoration
Don't
- Don't use italics for emphasis (use bold instead)
- Don't mix multiple typefaces
- Don't use all caps for more than 2-3 words
- Don't go below 14px for body text
Text Color Rules
| Background | Text Color |
|---|
| White | Navy Dark (#0f172a) or Gray 600 (#475569) |
| Navy Dark | White (#ffffff) |
| Signal Orange | Navy Dark (#0f172a) for large text only |
| Off-White | Navy Dark (#0f172a) or Gray 600 (#475569) |
5. Voice and Tone
Brand Voice
We sound like:
- Confident but not arrogant
- Expert but accessible
- Direct but not blunt
- Practical but not boring
We do NOT sound like:
- Corporate jargon ("leverage", "synergize", "best-in-class")
- Overly clever or punny
- Apologetic about our value
- Generic SaaS marketing speak
Tone by Context
| Context | Tone |
|---|
| Website copy | Confident, clear, benefit-focused |
| Sales emails | Direct, specific, personalized |
| Social media | Conversational, insightful, not salesy |
| Technical docs | Clear, precise, helpful |
| Error messages | Helpful, not blaming |
Writing Guidelines
Headlines
| Do | Don't |
|---|
| "Your team knows who to call" | "Revolutionize your sales process" |
| "Custom-built signal engines" | "AI-powered GTM solutions" |
| "10% response rates vs. 1-2%" | "Industry-leading performance" |
Body Copy
| Do | Don't |
|---|
| "We monitor government filings" | "We leverage cutting-edge AI" |
| "Every prospect has a reason" | "Hyper-personalized outreach at scale" |
| "$2,000/month" | "Competitive pricing" |
Calls to Action
| Do | Don't |
|---|
| "See Sample Signal Feed" | "Learn More" |
| "Start Building Your Engine" | "Get Started" |
| "Scope Your Market" | "Request Demo" |
6. Visual Element Guidelines
Buttons
Primary Button:
- Background: Signal Orange
- Text: White, Semibold
- Border-radius: 8px
- Padding: 12px 24px
Secondary Button:
- Background: Transparent
- Border: 2px Navy Dark
- Text: Navy Dark, Semibold
- Border-radius: 8px
- Padding: 10px 22px
Cards
Standard Card:
- Background: White
- Border: 1px Gray 100
- Border-radius: 12px
- Padding: 24px
Elevated Card:
- Background: White
- Shadow: 0 4px 6px rgba(0,0,0,0.1)
- Border-radius: 12px
- Padding: 24px
Icons
- Style: Line icons (Lucide or Phosphor)
- Stroke: 2px
- Size: 24px standard, 16px small, 32px large
- Color: Navy Dark or Signal Orange
Photography
Do
- Use real signal examples and data screenshots
- Show process and product in action
- Use clean, minimal backgrounds
Don't
- Don't use generic stock photos
- Don't use staged "team meeting" photos
- Don't use abstract tech backgrounds (circuits, binary)
7. Application Examples
Website
Header:
- Logo: Primary (Navy) on white
- Navigation: Navy Dark text
- CTA: Primary button (Orange)
Hero Section:
- Background: White or subtle Off-White
- Headline: H1, Navy Dark
- Subhead: Body Large, Gray 600
- CTA: Primary button
Footer:
- Background: Navy Dark
- Text: White
- Links: White, underline on hover
Social Media
LinkedIn Company Page:
- Banner: Navy Dark background, accent elements
- Logo: Icon only or wordmark
- Posts: Brand colors, signal card graphics
LinkedIn Personal (Founders):
- Headline: "Building Custom Signal Engines at Smartbound"
- Banner: Brand-aligned (not personal photo)
- Content: Share signal examples, insights
Email
Email Header:
- Logo: Primary, small
- Background: White
Email Body:
- Text: Navy Dark on white
- Links: Signal Orange
- CTA button: Primary style
Email Signature:
- Name: Bold
- Title: Regular
- Company: "Smartbound" with logo
- Links: Gray 600, underline
Sales Collateral
One-Pager:
- Header: Logo + tagline
- Background: White
- Accent: Orange for key metrics
- Footer: Contact info, website
Pitch Deck:
- Title slide: Navy Dark background, white text
- Content slides: White background, Navy text
- Accent: Orange for key points and CTAs
8. Dos and Don'ts Summary
Brand Expression
| Do | Don't |
|---|
| Lead with the outcome | Lead with features |
| Use specific examples | Use vague claims |
| Be confident and direct | Be apologetic or hesitant |
| Reference primary sources | Reference "AI" generically |
| Show real signal cards | Show abstract data visualizations |
Visual Design
| Do | Don't |
|---|
| Use navy as dominant color | Use orange as dominant color |
| Maintain clear space | Crowd elements |
| Use high contrast | Use low contrast combinations |
| Keep designs clean and minimal | Add decorative elements |
| Use approved icons | Create custom icons |
Messaging
| Do | Don't |
|---|
| "Your team knows who to call and why" | "AI-powered GTM intelligence" |
| "Custom-built for your market" | "Personalized at scale" |
| "Government filings, regulatory databases" | "Multiple data sources" |
| "$2,000/month" | "Competitive pricing" |
9. Brand Governance
Who Can Approve What
| Element | Approver |
|---|
| Logo changes | Devon + Kevin |
| Color palette changes | Devon + Kevin |
| Messaging changes | Devon |
| Individual campaign creative | Devon or Kevin |
| Social media content | Devon or designated person |
| Sales collateral | Kevin or Devon |
Brand Review Process
- Create — Design or write content
- Check — Review against these guidelines
- Submit — Send to appropriate approver
- Revise — Address feedback
- Approve — Final sign-off
- Deploy — Publish or distribute
When to Update Guidelines
- Quarterly review of effectiveness
- When adding new brand elements
- When competitive landscape shifts
- When market feedback suggests changes
10. Resources
Brand Asset Location
All brand assets are stored in:
C:\Users\Devon\sos\executives\ceo\projects\rebrand-2026\assets\
File Naming Convention
[asset-type]-[version]-[size].[format]
Examples:
logo-primary-2000px.png
logo-icon-512px.png
color-palette.css
typography-scale.pdf
Contact for Brand Questions
- Strategy/Positioning: Devon Keller
- Sales Applications: Kevin Hopp
- Design Implementation: Devon Keller
11. Version History
| Version | Date | Changes |
|---|
| 1.0 | 2026-02-23 | Initial guidelines created |
These guidelines ensure brand consistency. When in doubt, refer to this document or contact Devon for clarification.