scalingfounders.ai · Brand Guide
Our brand.
One source
of truth.
Colors, type, logo, and component standards for everyone building Scaling Founders.
01 · Color Palette
Built on contrast.
Four colors. That's it. High-contrast, premium, and ownable. Gold is a signal — never a background.
02 · Typography
Type that means business.
Poppins for authority. Libre Baskerville italic for emphasis within headings — in gold. Never mixed in full paragraphs.
03 · Logo
The mark.
Bold "scaling" anchored by "FOUNDERS" with the gold sparkle. Never alter proportions, recolor the sparkle, or place on a busy background.
Icon Mark
Standalone icon for favicons, profile photos, app icons, and anywhere the full wordmark won't fit.
Clear Space Rule
Maintain clear space equal to the cap-height of the "F" in FOUNDERS on all four sides. Never crop, rotate, stretch, recolor, or apply shadows to the mark.
04 · Components
The building blocks.
Consistent across landing pages, decks, emails, and social graphics.
Stop leaving money on the table.
This is how headings and CTAs look on a black background. Only white body text. Only gold for emphasis and calls-to-action.
Book a Call ✦ See the Results05 · Spacing & Layout
Room to breathe.
Generous whitespace within components. Tight rhythm between sections. When in doubt, add space inside — compress between.
| Token | Value | Visual | Use |
|---|---|---|---|
| 2xs | 4px |
Icon gaps, tight badge padding | |
| xs | 8px |
Button inner padding, label gaps | |
| sm | 14px |
Compact card padding, grid gaps | |
| md | 20px |
Default card padding, nav items | |
| lg | 28px |
Section gaps, grid gutters | |
| xl | 56px |
Between sections (mobile) |
8px
14px
22px
999px
Side gutter: 2.5rem
Grid: 12-column
Column gap: 20px
Breakpoint md: 768px
Breakpoint lg: 1024px
06 · Usage Guidelines
Do this. Not that.
Consistency is the brand. These rules keep every touchpoint on-signal.
- Use black as the primary background for hero sections
- Use white cards with box-shadow on the off-white page background
- Use gold (#F6D44C) only for eyebrows, sparkles, CTAs, and heading emphasis
- Use white text only on black backgrounds — never colored text on black
- Use Libre Baskerville italic + gold for emphasis words inside Poppins headings
- Use the gold sparkle ✦ as a brand accent — icon, dividers, labels
- Keep section spacing tight — compress between, breathe within
- Don't use gold as a background color — it's accent only
- Don't put colored text on a black background (gold emphasis in headings is the exception)
- Don't use flat cards without shadow — they disappear on the off-white bg
- Don't use Libre Baskerville for body copy or headings — emphasis within headings only
- Don't use drop shadows, gradients, or effects on the logo
- Don't stretch, rotate, or recolor the logo mark
- Don't overuse the sparkle — one per visual element max
- Lead with outcomes: "Book calls while you sleep," not "AI automation"
- Use numbers and specifics: "$100K in recoverable revenue," "60 seconds"
- Write founder-to-founder — direct, confident, never corporate
- Build in public energy — honest, proof-driven, behind-the-scenes
- Use active CTAs: "Book a Call," "See the Results," "Get Started"
- Avoid hype without proof ("game-changing," "revolutionary")
- Avoid jargon for its own sake ("leverage learnings," "synergize")
- Avoid gendered avatar assumptions — filter by revenue and pain
- Avoid passive CTAs — always direct and action-forward
- Don't overuse ✦ — one sparkle per visual or caption, max