Brand guidelines

The Plotbook brand

Plotbook is the map of who owns the wealth around you. The brand is meant to feel like that map: grounded, precise and calm. This page covers the logo, colour, type and social assets, and how to use them so everything we put out looks like it came from the same place.

Download the brand kitEvery logo, avatar and banner as PNG, plus fonts and colour tokens.

The mark

A folded map with two pins and the route between them. It is the product in one drawing: a territory, the places in it that matter, and the path from one to the next. The mark works on its own wherever the name is already present, such as app icons, favicons and social avatars.

Forest on Cream PNG SVG

Cream on Forest PNG SVG

The wordmark

“Plotbook” set in Geist SemiBold, in sentence case. It is deliberately plain so the mark can carry the character. Always use the supplied files rather than typing the name out in a font, and never set it in capitals or as “PlotBook”.

Ink on White PNG SVG

Lockups

The mark and wordmark together. The horizontal lockup is the default logo for headers, documents, decks and signatures. Use the stacked lockup in square or tall spaces such as title slides and posters.

Horizontal, primary PNG SVG

Stacked, primary PNG SVG

Clear space and size

Give the logo room. Keep empty space around it at least half the height of the mark on every side, and keep other type, images and edges out of that zone. On screen, don't set the horizontal lockup smaller than 24px tall; below that, use the mark alone.

½ mark½ mark

Contrast versions

Pick the version that stays legible on the background it sits on. Forest and Ink on light backgrounds, Cream or Gold and Cream on Forest, White on dark photography, and Black for single-colour print.

Primary, on light PNG SVG

Gold and Cream, on Forest PNG SVG

White, on dark PNG SVG

Black, single colour PNG SVG

Colour

Money Forest: a deep green and a warm cream, with gold used sparingly. Most of any page is Cream and White with Ink for text. Forest goes on the one thing that matters most, and Gold is a garnish, never body text.

Forest

#064e3b

RGB 6, 78, 59

Primary brand colour. Logo, primary buttons, italic accent words in headlines, links.

Cream

#fbfaf5

RGB 251, 250, 245

Default page background for marketing, and text on Forest.

Ink

#18181b

RGB 24, 24, 27

Headlines and body text.

Gold

#c9a961

RGB 201, 169, 97

Accent only. Parcel boundary lines in artwork, trial urgency, small highlights on Forest. Never body text on cream.

Supporting colours

Forest Deep

#053d2e

RGB 5, 61, 46

Mint Wash

#e6efea

RGB 230, 239, 234

White

#ffffff

RGB 255, 255, 255

Parchment

#f5f2ea

RGB 245, 242, 234

Slate

#71717a

RGB 113, 113, 122

Mist

#a1a1aa

RGB 161, 161, 170

Hairline

#e8e4d9

RGB 232, 228, 217

Hairline Strong

#d4cfc0

RGB 212, 207, 192

Brick

#a8261c

RGB 168, 38, 28

Harbor

#1e4d6b

RGB 30, 77, 107

Map colours

Parcels on the map are shaded blue by assessed value, so they read as data rather than brand. Use this ramp when drawing a map in artwork.

Unknown

#FFDBBB

Under $500K

#ADD8E6

$500K to $1M

#93C5FD

$1M to $5M

#60A5FA

$5M to $10M

#3B82F6

Over $10M

#1E40AF

Typography

Two families. Fraunces, a soft old-style serif, sets every headline, with one key phrase in italic Forest. Geist, a clean grotesque, carries everything else, and Geist Mono sets the small uppercase eyebrows and figures. All three are free on Google Fonts.

Headlines

Aa Aa

Regular and Italic

FrauncesGoogle Fonts

Body and interface

AaAa

Light, Regular, Medium, SemiBold

GeistGoogle Fonts

Eyebrows and figures

Regular, tabular figures

Geist MonoGoogle Fonts

Eyebrow · Geist Mono 11px · uppercase · +15% tracking

Territory intelligence

Display · Fraunces 56px · -2.5% tracking

Own the ground you already cover

Heading · Fraunces 28px

Who owns the wealth around you

Body · Geist Regular 16px · 1.6 line height

Every parcel is coloured by assessed value and labelled with the owner on the deed, so you can read a street instead of a list.

Figure · Geist Mono · tabular

150M+ US parcels

Things to avoid

The logo only works if it looks the same everywhere. Use the supplied files as they are.

Voice

Plotbook sounds the way the brand looks: plain, calm and specific. Our audience is professionally sceptical, so we explain how things work, use real numbers over adjectives, and say plainly what the product does not do.

We are

Grounded, not hyped
Precise, with real numbers
Candid about limits
Unhurried and quietly technical

We don't

Promise results or speed we can't show
Call research “leads”
Give a single net-worth figure; estimates are ranges
Use em dashes in customer-facing copy

Consistency in every detail

Every time the brand shows up the same way, it gets a little easier to recognise and a little easier to trust. If something you need isn't covered here, or you want to use the logo alongside another brand, email contact@plotbook.io.

Download the brand kit