Download PDF Our identity, from the primary wordmark to the supporting mark. Use each with care, clarity and consistency.
The horizontal wordmark is our primary brand signature. Use the supplied artwork for web headers, presentations, documents and campaign sign-offs.
Keep its original proportions and letter spacing. The logo stands on its own. The mark is a separate brand element, reserved for the situations shown in this book.
Original pencil concept illustration.
Do not use in place of the logo.
The mark is a separate identity element. Use it deliberately, where it is the subject of the design or as the approved repeating pattern.
Preserve its complete shape, original geometry and clear space. Keep it separate from the wordmark. Do not scatter it through layouts as decoration.
Original pencil concept illustration.
Do not use in place of the mark.
Let the logo take on the color of the moment.
Use Dream Cream on Golden Hour or Hero Blue, and Hero Blue on Dream Cream. After Hours works on white, Dream Cream, Lavender Haze and Golden Hour.
Use the supplied artwork in one flat color. Preserve the lettering, spacing and original proportions.
Dream Cream / Golden HourDream Cream / Hero Blue
Hero Blue / Dream CreamAfter Hours / WhiteAfter Hours / Lavender HazeAfter Hours / Golden HourKeep a clear zone around the visible artwork. No type, images, page edges or other logos should enter it.
Wordmark
Let x equal the total height of the wordmark. Leave at least 1x on every side.
Mark
Let x equal one-quarter of the mark’s width. Leave at least 1x on every side.
Proposed technical standards. The repeating brand pattern uses its own fixed spacing.
x
xSmall artwork still needs to feel clear and recognizable.
Screen minimums
Wordmark: 160 CSS px wide
Mark: 24 CSS px wide
Print starting sizes
Wordmark: 40 mm wide
Mark: 8 mm wide
Proposed minimums. Test at actual output size. Use larger artwork for embroidery, textured stocks and low-resolution screens.
480 px400 px320 px240 px160 pxShown at actual CSS pixel widths. Scroll across on smaller screens.
48 px32 px24 pxKeep the supplied artwork intact. The examples show common errors beside correct use.
Do not stretch, rotate, crop, add effects or invent new color treatments. Do not attach the mark to the wordmark as a new default lockup. Never recreate the lettering.
The wordmark and mark can both appear in a layout, with their own placement and clear space.
Stretching
Original proportions
Low contrast
Clear contrast
New lockup
Wordmark stands alone
Six distinctive colors. Hero Blue, Dream Cream, Lavender Haze and Golden Hour lead; After Hours and Limelight add contrast.
Four main colors.
Two accents. One unmistakable brand.
RGB 82 / 102 / 235
CMYK 65 / 57 / 0 / 8
RGB 255 / 245 / 226
CMYK 0 / 4 / 11 / 0
RGB 174 / 179 / 206
CMYK 16 / 13 / 0 / 19
RGB 191 / 138 / 59
CMYK 0 / 28 / 69 / 25
RGB 35 / 35 / 35
CMYK 0 / 0 / 0 / 86
RGB 211 / 219 / 106
CMYK 4 / 0 / 52 / 14
HEX/RGB are the digital masters.
CMYK values are unprofiled starting conversions.
Pantone is unassigned; match physical swatches.
Full-strength brand colors, with lighter tints at 75%, 50% and 25% on white.
Figtree handles the everyday details. Serif display type gives headlines, names and big figures their character.
Figtree is the everyday voice of the brand. Use it for body copy, labels, buttons, navigation and forms.
Use the 400, 500, 600 and 700 weights. Keep body text upright, comfortable to read and generously spaced.
Body: 18 px / 28 px line height. Buttons and navigation: 16 px / 22 px, weight 600. Short uppercase labels may use 0.12em tracking.
400 Regular
500 Medium
600 Semibold
700 Bold
Everyday sans serif
Serif typography brings expression to headlines, names and big figures.
Pair upright type with a short italic phrase for emphasis. Keep body paragraphs in Figtree. Let scale, line breaks and white space do the work.
Website stack
ui-serif, “New York”, Georgia, “Source Serif 4”, serif.
PDF: Source Serif 4 Regular and Italic. Titles pair Figtree with Source Serif 4 Medium Italic.
Source Serif 4 Regular
Source Serif 4 Italic
Website headlines vary by platform; the first available face in the stack is used.
Serif headlines and Figtree body copy.
Blue italic emphasis. A clear call to action.
The right people change everything
Let’s talk—book a
free strategy call.
20 minutes, no cost, 100% money-back guarantee. We’ll talk through who
you need first and how fast we can get them on your team.
Typography in context, based on the supplied website example.
Use the serif face to establish the big idea. Use Figtree to make the details clear.
This is a proposed digital scale. On mobile, reduce headlines and keep body copy at least 16 px. Aim for 45–75 characters per body line. Preserve line-height ratios when scaling.
Patterns, simple line icons, photography and expressive backgrounds bring the brand to life.
The complete mark, repeated with precision.
Use one size, one orientation and even spacing. This repeat uses tighter spacing than a standalone mark. Keep it in its own field, with no text or other artwork over it.
One mark. One size. An even rhythm.
Use simple, open line icons from the Lucide family. Match the optical size, stroke and color across a set.
Start with a 24 px grid, 1.7 px stroke, round caps and joins, and no fill. Use at 20 px or larger.
Keep illustrations spare and geometric. Avoid heavy 3D effects, busy cartoons and mixed clip-art styles.
Place portraits against simple fields from our palette.
Keep natural skin, hair detail and believable lighting.
Match framing, card size and rounded corners across the group.
Show the human side of the team. Capture real laughter, playful gestures and shared moments. Keep expressions natural and leave room for everyone.
Six colorful backdrops. Use one master per composition, crop proportionally and place type in a calm area.
Who we are, what we’re here to do, and the way we sound.
Help founders thrive
in business and in life.
A world where building a successful business leaves room for a beautiful life.
Proposed purpose, vision and values, drawn from the original brand story.
Show up as real people. Be open, honest and direct.
Keep success, time freedom and enjoyment in view.
Bring experience. Ask questions. Keep learning.
Understand the challenge before shaping the solution.
Heroes and Sidekicks is a passionate, authentic, and dedicated coalition of world-class business experts dedicated to helping Founders THRIVE in the wild world of entrepreneurship. Yes, we are experts in staffing, recruitment, sales, marketing, and operations, but we’re so much more than that!
Source: original brand book, 2023. Talent graphic is illustrative.
Source: original brand book, 2023. Outcomes edited for grammar.
Squeeze every ounce of profitability from your company so you can maximize the return on your time and resource investment and build your long-term legacy.
Operationalize your business from end to end to maximize enterprise value so you can ride off into the sunset (or build your next big thing!).
Maximize operational efficiency so you can scale while establishing exceptional time freedom.
Drive big boosts in revenue so you can fund scaling your business the right way (and have some fun while you’re at it).
Each and every day is a new opportunity to work towards our company mission. Read it, read it, and read it again. Keep it with you as you overcome each obstacle, accomplish all of your achievements, and succeed with us.
Life is beautiful, but it can be tough. Business can be tough too, but man oh man can it be beautiful and rewarding, and that’s what we’re here to help you with. We want our clients to be uber-successful while enjoying the business they’re building.
Making hyper-profitable entrepreneurship fun again lies at the heart of everything we do, and we aim to lead by example. We let our team serve as the North Star for all of our clients, demonstrating all of the wonderful possibilities that stand before them.
Source: original brand book, 2023.
This is how we sound, how we speak, and how we amplify the story we tell through our brand. When we write, design, and even speak for Heroes and Sidekicks, this messaging should shine through.
Source: original brand book, 2023.
We’re rockstars and we know it. We’ve been around the block and built a ton of cool stuff, all demonstrated by what our clients say about us when we’re not around. That said, we’re eternal students, always looking to grow and learn from folks who have been where we want to go and have done what we want to do.
We don’t take ourselves too seriously and we like to have fun. We can get down with the best of them, but we know how to master a board meeting when needed, and our years spent working with some of the biggest companies on the planet shine through in everything we do.
For that reason, we’re going to ask plenty of questions and create a unique solution for each new challenge we encounter together. There are no one-size-fits-all band aids in our playbook so we’ll approach each new client experience with wonder and curiosity first, then get to work building something groundbreaking and oh so beautiful!
Tone source: original brand book, 2023. Messaging examples are illustrative.
OnLet’s find your next great teammate.
OffUnlock workforce optimization.
OnGood people. Great things.
OffGuaranteed overnight growth.
OnTell us where you’re stuck.
OffWe already know what you need.
Keep the guidelines close and the artwork consistent.
