Brand

Guidelines
Version 1.0 | 2021
CONTENTS

2. Contents
4. Logo
9. Brand Colors
12. Key Visual
16. Typography
20. Photography
23. Application
26. Social Media
Page 2
INTRODUCTION

Capital Aid is an alternative funding

provider for small businesses and
startups based in Lakewood, New
Jersey. We aim to make the complex
process of money lending simple by
reducing the amount of paperwork
required.
Page 3
SECTION ONE

Logo Usage

Page 4
LOGO USAGE

Design

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.

Page 5
LOGO ON IMAGE LOGO ON DARK BG

LOGO ON BRIGHT BG
LOGO USAGE

Clear Space/
Minimum Size

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.

100PX OR 27MM

Page 7
LOGO USAGE

Incorrect usage

• 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
CapitalAid
without proper contrast.
SECTION TWO

Brand Colors

Page 9
BRAND COLORS EERIE BLACK PURPLE

#1B1B1B WHITE #5920B1

Primary Primary

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.
BRAND COLORS MEDIUMM SLATE BLUE ULTRAMARINE BLUE SKY BLUE CRAYOLA

#8C58FF #2162F7 #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
SECTION THREE

Key Visual Element

Page 12
KEY VISUAL ELEMENT
#8C58FF #6623AC #08E3FD

The Gradient

#6A2EFD #2162F7 #3C66CC

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.
#382275 #382275 #382275

Page 11
KEY VISUAL ELEMENT

The design

KV1. KV2. KV3.

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.

KV1. uses Gradient 1 (Upper)

& Gradient 2 (lower). KV2.
uses Gradient 1 without the
#382272 shade (Upper) &
Gradient 2 (lower). KV3. uses
same upper palette as KV2. &
Gradient 3 (lower)

Page 14
KEY VISUAL ELEMENT
A. B. C.

Usage

D. E. F.

KV1, 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.
SECTION FOUR

Typography

Page 16
TYPOGRAPHY

Sharp Sans No1

Typeface 1

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Typography plays a critical
role in establishing a unified
Vv Ww Xx Yy Zz
personality and plays a large

Aa
role in our visual identity. For

0123456789!@#$%^&*()_-+=
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

Page 17
TYPOGRAPHY

Typeface 2
Chivo

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Chivo is our secondary font.
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Chivo (Goat) is a new
Omnibus-Type grotesque Sans
Serif typeface family. The Vv Ww Xx Yy Zz
strength of Chivo Black makes
it ideal for highlights and

Aa
headlines. Chivo Regular's
elegance makes it ideal for
combining with the strength of
Chivo Black for continuous 0123456789!@#$%^&*()_-+=
reading. Its design details
make it an indispensable ally
for any designer.

Light Regular Bold

Page 18
TYPOGRAPHY

Typesetting

Raise capital for Main

1.

1. Heading: Sharp Sans- Bold 1.

1.

your business
Heading
Leading: Auto
Tracking: 0 (Default)

2. Sub-Heading or
emphasised text: Sharp Sans- in 6 hours. 2. Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
Bold sed diam nonummy nibh euismod tincidunt ut laoreet
Leading: +1 the font size
2.
The process of funding can be complex, but we dolore magna aliquam erat volutpat. Ut wisi enim ad
have made it simple for you. All you need is a minim veniam, quis nostrud exerci tation ullamcorper
e.g 6pts font = 7pts Leading suscipit lobortis
simple application and review of your
Tracking: 0 (Default) statements to get funded, in a matter of hours. 3. Paragraph Heading

3. Body Copy: Chivo- Light, Our Cash Advance options are limitless.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
Regular & Bold Capital Aid provides a wide variety of hard money loans for real estate nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat
Leading: Auto 3.
investors and property owners. Whether the real estate is residential nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit
or commercial, investment property or owner occupied, business praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Tracking: 0 (Default) purpose or consumer purpose, Capital Aid has hard money loan Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy
programs to help you accomplish your real estate goals. nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat.
Line spacing: the use of We can provide your business with a merchant cash advance against Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
its merchant account of up to $250,000. Our merchant cash advance nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
automatic line spacing is product works alongside the pace of your business. It’s simple; we
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
recommended in all purchase your business’s future credit card receipts, and your hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat
remittance is adjusted based on how your business’s revenue nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit
cases. fluctuates. praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Page 22
SECTION FIVE

Photography

Page 20
PHOTOGRAPHY

Style

1.

Professionally taken and

edited, making sure that the
subject is in focus.
Photogrphy style should be
dynamic, capturing detail,
depth, and dimension for a
2.

clean, modern professional

look that engages the eye.
Avoid execssive color

Incedental photography that

captures the natural
interaction where the 3.

subject(s) occasionally lacks

immediate interest should
always also be considered.

Images used should also

portray diversity.
PHOTOGRAPHY

What to aviod

1.

2.

• Steriotypical and staged

photography.
• Images without genuine
warmth. 3.

• Overly complicated
compositions
• Obvious stock images
• Low resolution images
• Images where the subject is
out of focus.

Page 22
SECTION SIX

Application

Page 23
APPLICATION

Stationery

1.

2.

3.

The Capital Aid Letterhead,

Envelope and Business card
design.

Page 24
APPLICATION

ID Card

1.

2.

3.

The Capial Aid Identity card

design.

Page 25
SECTION SEVEN

Social Media

Page 26
SOCIAL MEDIA

Posters

Sample application for socail

media communications, these
layouts and designs can also
be used for promotional,
digital or print materials
including newpaper and
magazine advertisement or
promotional materials like
notepads and calenders.
LOGO USAGE 1500PX

Design
LOGO PLACED AT THE
TOP-LEFT OR
BOTTOM-LEFT

MAIN CAPTION
SHARP SANS NO.1 (BOLD)
6OPTS OR 36 PTS

The design adheres to the

1500PX
photography, typography,
logo usage and key visual
element guide. The layout
should serve as a starting
point for all digital and print
communications.

The composition should be

1500px by 1500px with a CTA OR FOOTER
minimum resolution of 150. CHIVO (LIGHT OR BOLD)
18PTS

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SOCIAL MEDIA

In Use

Mockups of the brand

communications style in use.
We have a simple and modern
approach to design with an
empasis on clean and simple
layouts.

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©2021 Capital Aid. Lakewood, New Jersey. capitailaid.net