Brand Guidelines

A comprehensive guide to maintaining consistency across all WealthGuard communications, products, and experiences.

Version: 2.1
Last Updated: January 15, 2025
Maintained by: Brand Team

Overview

Welcome to the WealthGuard Brand Guidelines. This document serves as the single source of truth for our brand identity. Our goal is to build trust, inspire confidence, and empower financial freedom for our clients.

Our Mission
To democratize wealth management by providing expert, transparent, and accessible financial solutions for everyone.
Our Vision
A world where every individual has the tools, knowledge, and confidence to achieve lasting financial security.
Our Values
Integrity, Innovation, Inclusivity, and Impact. We put our clients first in everything we do.

Color Palette

Our color palette reflects growth, trust, prosperity, and stability. Use these colors consistently across all touchpoints.

WealthGuard Green
#0D6E3F
Primary brand color for CTAs, headers, and key elements
Trust Navy
#0A1628
Text, dark backgrounds, and professional accents
Prosperity Gold
#F0B90B
Highlights, badges, and secondary CTAs
Growth Teal
#11995A
Success states, positive indicators, gradients
Light Gray
#F3F4F6
Backgrounds, cards, subtle separators
Neutral Gray
#6B7280
Body text, captions, secondary info
White
#FFFFFF
Primary background, text on dark
Alert Red
#EF4444
Errors, warnings, critical actions

Typography

We use Inter for its excellent readability, modern appearance, and extensive weight options. Pair with JetBrains Mono for code and data displays.

Display
48px / 900
Financial Freedom
H1
36px / 800
Take Control of Your Money
H2
28px / 700
Smart Investing Strategies
H3
22px / 600
Budget Planning Made Easy
Body
16px / 400
WealthGuard provides comprehensive financial solutions that help you budget, invest, and grow your wealth with confidence and clarity.
Small
14px / 500
Last updated: January 15, 2025 • Read time: 3 min
Code Font

Use JetBrains Mono for monetary values, data tables, and technical documentation to maintain consistency with our financial dashboard aesthetic.

Voice & Tone

Our voice is the personality of WealthGuard. We are expert yet approachable, empowering without being prescriptive, and always transparent.

We Are
Empowering
We inspire confidence and show people they can take control of their finances.
We Are
Transparent
We use clear language, avoid jargon, and always disclose fees and risks upfront.
We Are
Expert
We share deep financial knowledge in an accessible, digestible way.
We Avoid
Fear-Based
We don't use anxiety or threats to motivate. We focus on positive outcomes.
We Avoid
Complex
We simplify, not complicate. If it can be explained simply, we do.
We Avoid
Elitist
We welcome everyone, regardless of income level or financial experience.

Instead of:

"Leverage synergistic tax optimization mechanisms for maximum capital appreciation."

Say:

"Use smart tax strategies to keep more of your money and grow your wealth faster."

Instead of:

"Don't risk losing everything in the market crash."

Say:

"Protect your portfolio with diversified strategies that weather market changes."

Imagery & Icons

Visual content should feel authentic, diverse, and professional. Avoid clichés and stock photo stereotypes.

Photography Style
  • • Candid, authentic moments over posed shots
  • • Diverse representation of age, ethnicity, and lifestyle
  • • Warm, natural lighting
  • • Modern, clean environments
  • • Focus on people achieving goals, not just talking about money
Iconography
  • • Rounded corners (8px radius)
  • • 2px stroke width
  • • Outline style with optional fill on hover
  • • Consistent visual weight
  • • Use our custom icon set from the design system

Use imagery that shows:

Real people in real situations, celebrating milestones, planning for the future, and feeling confident about their finances.

Avoid imagery that shows:

Stacks of cash, stereotypical "rich" lifestyles, overly staged boardrooms, or anxiety-inducing scenarios.

Accessibility Standards

WealthGuard is committed to WCAG 2.1 AA compliance. Every design and content decision must prioritize inclusivity.

Color Contrast

Ensure minimum contrast ratios for all text:

Pass White on #0D6E3F → 4.8:1
Pass #111827 on #FFFFFF → 16.1:1
Fail #6B7280 on #FFFFFF → 4.1:1 (Body)
Best Practices
  • • All images must have descriptive alt text
  • • Forms must have clear labels and error messages
  • • Interactive elements must be keyboard accessible
  • • Videos must include captions and transcripts
  • • Maintain focus indicators on all clickable elements