Design resources
Brand guidelines
Your home base for the logos, colors and type you need to represent the Impact Suite brand, and the voice we write in.
Logo
The logo and logomark.
The logo is the most visible part of our brand: a recognizable signature that unites all of our visual communication. Each download includes .svg and .png files.
Color
Our palette.
Color adds meaning, energy and depth to our identity. Use it consistently in every expression of the brand. Click a swatch to copy its hex value.
Primary
Secondary
Typography
GT Walsheim.
Our primary typeface is GT Walsheim by Grilli Type. When it isn’t available, use Figtree, a free Google Font, at the same size, weight, leading and spacing.
| Style | Size (desktop / mobile) | Weight | Leading | Spacing |
|---|---|---|---|---|
| Heading 1 | 72 / 40 | Bold | 100% | -2% |
| Heading 2 | 48 / 32 | Bold | 110% | -2% |
| Heading 3 | 40 / 28 | Bold | 110% | -2% |
| Body copy | 24 / 20 | Regular | 140% | -1% |
| Body copy small | 20 / 16 | Regular | 150% | 0% |
| Caption | 18 / 18 | Regular | 130% | 0% |
| Overline | 16 / 14 | Bold | 100% | 10% |
| Button | 20 / 18 | Bold | 100% | 0% |
Voice and tone
Friendly, credible, clear.
We write the way you’d talk with a colleague you respect: approachable and knowledgeable, never stuffy or condescending. Imagine explaining something to a friend who trusts your expertise and wants straightforward, helpful advice.
Assurance
To be clear is to be kind. Use simple language and avoid jargon and overly formal terms. Keep messages concise and focused, without hedging or vague phrases such as “seems like” or “according to,” and steer clear of empty buzzwords like “world-class” or “high-quality.”
Positivity
Elevate ideas without negatively comparing them against others. Focus on celebrating craftsmanship and success, highlighting the skills and achievements of our audience.
Empathy
Show that you understand the joys and frustrations of your audience. Light-hearted touches can make content engaging, but clarity always comes first.
Point of view
Use second person, addressing the reader directly as “you” and “your.” It feels personal and inclusive. Avoid formal phrases like “one needs to,” which feel distant.