Active tagline
Businesses Forget.
We Codify.™
Brand Standards
Use the Expansive EDGE brand, the right way.
Logos, colours, typography, voice, and tagline guidelines for partners, designers, press, and anyone representing the brand in print, on-screen, or in conversation.
Quick Reference
The basics, at a glance
Logo trademark
Chaos to Control.™
Embedded in the logo mark, keep visible.
Primary font
Poppins
Google Fonts · weights 400, 500, 600, 700
Primary colours
Brand Teal · Brand Mint · White
Logo System
The mark, the wordmark, and every approved variant.
The Expansive EDGE logo is built from two elements: the arrow mark and the wordmark. The "Chaos to Control™" trademark sits below the wordmark in the full lockup and should remain visible whenever space allows. Every approved variant is below, with a direct download.
Horizontal lockups
Use the lockup whenever vertical space allows. Minimum width on screen: 180px.
Primary, light backgrounds
Default on white, bone, and light surfaces.
Download PNG ↓
Primary, dark backgrounds
White wordmark, mint EDGE, mint arrow patch.
Download PNG ↓
Mint patch, black
Wider lockup, use when contrast against black is needed.
Download PNG ↓
With tagline, black
Mint arrow + emphasised tagline lockup.
Download PNG ↓Icon marks
Use when the full wordmark won't read. Minimum size: 32×32px.
Two-colour
Favicons, app icons, default icon use.
Download PNG ↓
Monochrome black
Single-colour print, stamps, embossing.
Download PNG ↓
Mint on dark
Icon-only on teal, navy, or black surfaces.
Download PNG ↓
Social profile
LinkedIn, Instagram, X, Facebook avatars.
Download PNG ↓Wordmark, tagline, and social banner
Use when the icon is shown separately, or when a typographic-only treatment is appropriate.
Wordmark only
When the icon mark appears separately.
Download PNG ↓
Tagline only
"Chaos to Control™" as a standalone mark.
Download PNG ↓
Social banner
840×300, LinkedIn / Facebook / X header.
Download PNG ↓Clear space
Leave clear space around the logo equal to the height of the "E" in "Expansive". Don't crowd it with copy, other logos, or strong imagery.
Don't
- · Recolour the mark or wordmark
- · Stretch, skew, or rotate
- · Apply effects (drop shadow, glow, gradient overlay)
- · Remove the "Chaos to Control™" trademark from the full logo
- · Use on busy or low-contrast backgrounds
- · Use the light-background lockup on dark surfaces, use the dark-background variant instead
Colour Palette
The brand runs on five colours.
Brand Teal
#04454c
RGB 4, 69, 76
Primary brand. Headings, dark surfaces, the "Expansive" wordmark.
Brand Mint
#65ecac
RGB 101, 236, 172
Accent. CTAs, the "EDGE" wordmark, highlights, hover states.
Ink
#3b3b3b
RGB 59, 59, 59
Body copy on light surfaces. Used in the "Chaos to Control™" trademark.
Muted
#aaaaaa
RGB 170, 170, 170
Secondary text, captions, supporting metadata.
Surface White
#ffffff
RGB 255, 255, 255
Page backgrounds, cards, surfaces. The canvas the brand lives on.
Avoid introducing additional colours except as muted variants of the above (e.g. brand-mint/20 for tinted backgrounds).
Typography
Poppins, four weights.
The brand uses Poppins across every surface, web, print, social, presentations. Stick to weights 400 (Regular), 500 (Medium), 600 (Semibold), and 700 (Bold). Available free from Google Fonts.
Display heading · 700 Bold
Codify Your Business's Operational Intelligence
Section heading · 600 Semibold
Businesses Forget. We Codify.
Body · 400 Regular
Every business runs on operational intelligence, the decisions, processes, judgements, and tacit know-how that make the business actually work. Most of it lives in people's heads.
Eyebrow / label · 600 Semibold, uppercase, tracked
A Category of One
Voice & Tone
Direct. Honest. Specific.
Six rules for how the brand speaks, in copy, in conversation, in proposals.
1 · Direct, not corporate
"We codify operations", not "Our team facilitates the systemization of organisational processes."
2 · Specific, not vague
Name the situation. "When your foreman quits" lands. "Operational disruption" doesn't.
3 · Honest, not sales-y
If we don't believe a claim, we don't write it. If something's a draft or aspirational, we mark it. No hype.
4 · Active voice, present tense
"We codify your operational intelligence", not "Operational intelligence is codified by our team."
5 · Earned trademarks
Use the ™ on ControlShift, Codified Operational Intelligence, Businesses Forget. We Codify., and Chaos to Control. They're the brand's proprietary language.
6 · We don't say "consulting"
We're not consultants. We deliver Codified Operational Intelligence. "Engagement," "the work," or "the Hub build" replaces "consulting" wherever it appears.
Brand Language
The proprietary terms, and how to use them
Category
Codified Operational Intelligence™
The thing we deliver. The asset every business runs on. A noun, capitalized when used as a category name. Always with the ™ on first use per page.
Use: "We deliver Codified Operational Intelligence™ to service businesses."
Avoid: abbreviating to "COI", conflicts with Certificate of Insurance in target industries.
Methodology
ControlShift™
Our 8-stage methodology: Insights · Design · Capture · Codify · Activate · Amplify · Refine · Oversight. Always trademarked. Stage names capitalized.
Use: "the ControlShift™ process," "ControlShift™ Stage 4: Codify."
Active tagline
Businesses Forget. We Codify.™
The primary marketing tagline. Use as the rallying line in headlines, social, and the top of every page. "We Codify." should always render in brand-mint when colour is available.
Logo trademark
Chaos to Control.™
Embedded in the logo mark below the wordmark. Don't remove it from the full logo. Use as a complementary brand mark in supporting copy.
Deliverable
Operational Intelligence Hub
The delivered home of a client's Codified Operational Intelligence: central, access-controlled, and open to the whole team to access, consume, and contribute to. Inside the hub sit functional playbooks (marketing, sales, operations) holding the policies, procedures, SOPs, and processes. "Playbooks" stays lowercase; the hub is the named deliverable.
Positioning
AI-First, Category of One
We're not a consultancy. We're the AI-powered company that delivers Codified Operational Intelligence™. AI runs through every stage of ControlShift™, name this in any positioning copy.
Iconography
Clean, monoline, two-pixel stroke.
All icons across the brand use a consistent style: 2px stroke weight, brand-teal stroke, set inside a mint-tinted rounded square background (where the layout calls for a container).
Avoid filled illustrations, gradient icons, or photographic icons. The discipline keeps the visual language consistent across services, methodology stages, and supporting content.
Photography & Imagery
Real people, real work, natural light.
Favour real photography of actual clients, work environments, and team members over stock imagery. When stock is necessary, choose images that feel candid, well-lit, and rooted in the service-business world we serve, trades, field service, agencies, professional services.
Avoid: aerial drone shots of city skylines, generic handshake stock photos, AI-generated portraits, anything that looks like enterprise SaaS marketing.
Apply a subtle treatment when needed: a brand-mint or brand-teal tint overlay at 5–10% opacity can unify a mixed image set. Don't apply heavy filters or saturation boosts.
Brand Kit
Need the brand assets?
Every variant above is downloadable as a PNG directly from its card. Need vector? Grab the SVG master.
Looking for a full press kit (PNGs + SVG + colour swatches + Poppins font sample)? Email [email protected] and we'll send it.
Brand question we haven't answered here? [email protected]