Brand guidelines
The AllTheAgencies brand states the site's thesis: agencies are the nodes the economy routes through, selling exactly four things. Matching, access, expertise, and reduced risk. Everything below exists to say that clearly and to never get in the way of the content.
The mark
The mark is a network burst: six spokes of different weights meeting an amber core, one hub with many connections. It reads at any size and never needs a tagline to explain it.
- Clear space: keep one mark-width (1X) of empty space around the lockup. In tight interface bars you may reduce to 0.75X, never less.
- Never shrink the full lockup past the point where the amber core disappears. Below that, use the icon alone.
- On photography or color, place the mark only with a navy scrim at 70 percent or more. Never on a full strength accent, on amber, or on a busy image without the scrim.
- Avatars and favicons use the icon only, white on navy. Never the lockup: the wordmark is illegible at avatar size.
- In the wordmark, only the word All is weight 800. The rest sits at 600.
Core colors
Navy is the anchor: all body text, all links, all primary buttons. Amber belongs to the brand mark and small accents only. It is never a category color, never body text on white, and no category accent sits in its hue range.
The thirteen category accents
Every group owns one accent and one 10 percent tint. Accents are graphic elements: chips, top borders, section tints, meters. Never set body text or links in an accent. Those are always navy, in every section, on every page. Never fill a background with a full strength accent, and never put two accents in one composition unless it is explicitly a comparison.
Typography
Poppins carries headings, H1 through H3, always tight tracked. Source Sans 3 carries everything below H3. Never substitute a serif or a condensed face, and never letterspace body copy. Centered text is allowed only inside a card that is itself centered, such as a stat card.
Voice
- Written for the business owner deciding whether to hire, never for the industry.
- Confident, direct, plain English. Short sentences. Jargon gets a one line explanation or gets cut.
- Never fabricate a number. Counts come from the taxonomy; everything else is a stated typical range.
- Never use em dashes. Anywhere. In any material. Commas, periods, colons or parentheses.
- Every category gets treated with respect. A freight brokerage is as legitimate as a branding agency.
Assets
Logo files as SVG: horizontal, horizontal reverse, stacked, icon, icon mono, favicon.
