Brand Guidelines

Soul Strategy Group visual identity

This page is a reference tool, not a pitch — logo variants, color scales, type, and the usage rules that keep the mark consistent wherever it appears.

Logo Lockups

Primary variants

Stacked lockup, full color, on light background Stacked — full color
Horizontal lockup, full color, on light background Horizontal — full color
Stacked lockup, white reversal, on dark background Stacked — white reversal
Horizontal lockup, white reversal, on dark background Horizontal — white reversal
Stacked lockup, cream reversal, on brand gradient background Stacked — cream reversal (on brand)
Wordmark only, full color, on light background Wordmark — full color
Wordmark only, white, on dark background Wordmark — white
Monochrome teal mark, on light background Monochrome — teal
Icon mark, on brand gradient background Icon mark — favicon / app use only
App icon variant, on light background App icon

Website Usage

Lockup, icon, sprout

The site uses the logo without its tagline. Each mark has one job.

Horizontal lockup without tagline, full color Lockup · no tagline — site nav and footer only
Horizontal lockup without tagline, white reversal Lockup · no tagline — white, dark surfaces
SSG icon mark, full color Icon — focused screens: reflection & minisite headers
Single-seed sprout mark
Sprout — favicon, eyebrow marker, bullets

Color Palette

Teal, Charcoal, Olive, Lime

Primary brand color is Teal. Charcoal carries text and neutrals. Olive and Lime are accent and gradient colors. Cream is the default page surface.

Teal (primary)

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Charcoal (neutral / text)

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Olive

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Lime (accent)

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Surface & brand gradient

Cream
Brand gradient

Typography

Spectral & Libertinus Mono

Spectral (serif) carries headings and display text. Libertinus Mono handles body copy, UI, and labels. The Libertinus Mono font file is self-hosted at /assets/fonts/LibertinusMono-Regular.ttf and licensed under the SIL Open Font License. Logo lettering is traced from the original SSG artwork and is independent of the website fonts.

TokenSizeTypeface
Display 2XL4.5remSpectral
Display XL3.75remSpectral
Display LG3remSpectral
Display MD2.25remSpectral
Display SM1.875remSpectral
Display XS1.5remSpectral
Body / UI (md)1remLibertinus Mono
Body small0.875remLibertinus Mono

Logo Usage Rules

Do

  • Use the icon mark for favicon and app-icon contexts only — never as a substitute for the full lockup.
  • Use white or cream reversals only on solid teal or charcoal backgrounds.
  • Keep the icon mark at or above roughly 32px; below that, detail merges and becomes illegible.
  • Keep the icon and wordmark locked together as one unit in the primary and horizontal lockups.

Don't

  • Don't place a white/cream reversal over the mid-gradient region if it reaches bright lime — contrast fails.
  • Don't stretch, skew, recolor, or add glow/shadow/3D effects to any mark.
  • Don't separate the icon and wordmark from a locked lockup.
  • Don't use the sprout/icon mark as a stand-in for the full lockup in headers or hero placements.
PlacementMinimum digital sizeMinimum print size
Primary lockup200px wide1.5 in
Horizontal lockup180px wide1.25 in
Favicon16px—