Optimified Brand Guidelines

Logo

Three variants. Always from source files, never rebuilt.

Variants

Mark + wordmarkdefault

Mark onlytight spaces

Favicon256px

Backgrounds

Whiteapproved

Light neutralapproved

Navyneeds reversed lockup

Reversed lockup gap. The standard mark contains navy #192A41, so it loses definition on the navy ground. A white/knockout version is not yet produced. Until it exists, keep the logo on white or light neutral only.

Clear space & minimum size

clear space = inner arrow height

Keep clear space on all sides equal to the height of the mark's inner arrow. Minimum size: 120px wide for the wordmark lockup, 24px for the mark alone, 25mm in print. Below that, use the favicon asset.

Usage

Use the provided files unmodified.
Prefer SVG wherever vectors are supported.
Scale proportionally.
Place on white or light neutral grounds.

Don't

Recolor, add shadow, glow, or gradient.
Stretch, skew, or rotate.
Place on busy or low-contrast backgrounds.
Rebuild or approximate the mark.

Color

Navy leads. Orange accents. Blue supports. Click any value to copy.

Primary palette

Navy

Primary. Mark body, wordmark, headings, dark grounds.

Orange

Accent. Swoosh, CTAs, highlights. Sparing, high-impact.

Blue

Secondary accent. Arrow, links, supporting highlights.

Cool-slate neutrals

White#FFFFFF

Slate subtle#F8FAFC

Slate border#E2E8F0

Slate muted#64748B

Ink#192A41

Usage ratio

Roughly 60% navy and neutral, 25% white space, 15% orange and blue combined. Never let orange and blue compete at equal weight.

60 · navy / neutral 9 6 25 · space

Accessibility. Navy on white and white on navy pass WCAG AA for body text. Orange #F28A30 on white fails AA for small text: use it for large text, fills, and graphic accents only, never body copy.

Typography

Inter, one family, headings and body. Matches the opt-hq app.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 & @ # % ( ) →

Regular400 · body

Medium500 · emphasis

Semibold600 · sub-heads

Bold700 · headings

Type scale

Token	Sample	Size	Line	Use
display	Optimified	40px	1.15	Hero
h1	Optimified	32px	1.2	Page title
h2	Optimified	24px	1.25	Section
h3	Optimified	20px	1.3	Sub-section
body	Optimified	16px	1.5	Paragraph
small	Optimified	14px	1.5	Secondary
caption	Optimified	12px	1.4	Labels

Web stack: "Inter Variable", system-ui, sans-serif. Where the brand font can't load (email, plain docs), fall back to the system sans without failing the brand. Monospace for code/data only.

Voice & Tone

Sharp, efficient, technical. One voice on every channel.

Personality

SharpPrecise. Says the thing.

EfficientNo filler, no hedging.

TechnicalExpert, credible, exact.

Tone

Consistent across site, email, social, and support. One persona, not a different mask per surface. Professional, not stiff.

Point of view

First-person plural, direct address, professional-casual. “We build…”, “your systems”. Confident without being cold.

Company name

Title case “Optimified” in formal and client contexts; lowercase “optimified” in stylized marketing. Never all-caps.

Off-brand vs on-brand

Off-brand	On-brand
“We're really excited to help supercharge your amazing business!”	“We optimize the systems your business runs on.”
“Our solutions leverage cutting-edge synergies.”	“We cut manual work with automation that pays for itself.”
“It might possibly be a good idea to consider…”	“Do this next:”

—✗

No em dash characters in any Optimified output. Use a comma, colon, parenthetical, or a separate sentence. Hyphens for compound words and en dashes for numeric ranges are fine.