Clear
Make complex information understandable, useful, and easy to act on.
01
Brand standards
Clarity, built
into the system.
02 Foundation
The brand idea
Balance is not decoration.
It is built in.
SEVA brings calm, clear financial guidance to thoughtful business owners. The identity pairs precision with warmth: a dependable system that feels human, never cold.
The squared negative space inside the S reveals an equals sign. It is the quiet center of the brand—a reminder that better decisions begin with balance.
Grounded
Lead with accuracy, thoughtful process, and dependable partnership.
Encouraging
Help clients move forward with confidence rather than fear or pressure.
Brand promise
SEVA turns financial complexity into clarity—so business owners can make balanced decisions with confidence.
03 Logo system
The primary signature
Use the full horizontal signature whenever space allows. The tagline completes the brand promise and should remain present in high-visibility communications.
04 Approved configurations
Preferred for websites, presentations, signage, stationery, and client-facing materials.
Use when the brand name must remain readable at a smaller scale.
For avatars, favicons, environmental details, and established-brand contexts.
05 The balance within
The equals sign is exact.
The two horizontal bars are taken directly from the negative space of the S. Their squared, 90-degree corners are an essential part of the idea and must never be rounded or redrawn.
06 Clear space & scale
xxxx
Keep at least one “x” on every side. “x” equals the height of one negative-space bar inside the S.
Primary signature: 220 px wide. Secondary signature: 140 px wide. Symbol: 28 px wide.
Primary signature: 1.75 in wide. Remove the tagline below this size.
07 Protect the mark
Consistency builds recognition.
Do not stretch or compress.
Do not rotate the signature.
Do not add shadows or effects.
Do not use low-contrast backgrounds.
Important Never retype the wordmark, alter its spacing, recolor individual letters, or round the negative-space bars.
08 Color
Warm confidence.
Calm precision.
Teal is the foundation: steady, intelligent, and composed. Terracotta brings humanity and forward energy. Warm neutrals keep the system inviting.
SEVA Teal
Primary
- HEX
- #307F89
- RGB
- 48 · 127 · 137
- CMYK
- 65 · 7 · 0 · 46
Warm Terracotta
Primary accent
- HEX
- #C67962
- RGB
- 198 · 121 · 98
- CMYK
- 0 · 39 · 51 · 22
Deep Pine
Dark field
- HEX
- #174B52
- RGB
- 23 · 75 · 82
- CMYK
- 72 · 9 · 0 · 68
Ink
Text
- HEX
- #25282A
- RGB
- 37 · 40 · 42
- CMYK
- 12 · 5 · 0 · 84
Warm Paper
Primary field
- HEX
- #F7F1E8
- RGB
- 247 · 241 · 232
- CMYK
- 0 · 2 · 6 · 3
Soft Patina
Supporting
- HEX
- #A9C8C3
- RGB
- 169 · 200 · 195
- CMYK
- 16 · 0 · 3 · 22
55% Warm Paper
25% Teal
12% Terracotta
8% Deep Pine
09 Typography
Editorial voice
Clarity today.
Confidence always.
Functional voice
Balanced books.
Brighter decisions.
Aa Bb Cc Dd Ee Ff Gg
0123456789 & $%
Use for expressive headlines, pull quotes, and moments of warmth. Recommended weights: Regular and Medium.
Aa Bb Cc Dd Ee Ff Gg
0123456789 & $%
Use for paragraphs, navigation, captions, financial figures, and digital interfaces. Use tabular numerals in tables.
The SEVA wordmark is custom artwork. It is never typed, approximated, or used as an alphabet.
10 Graphic language
Recognition beyond
the logo.
The system repeats a small number of cues with discipline: the exact equals sign, paired fields, rounded-diamond crops, measured rules, and generous negative space.
Equals
Use as a divider, endpoint, or proof point—not as constant decoration.
Parallel rules
Fine lines organize information and echo the two-bar structure.
Balanced forms
Pair rounded diamonds or cropped forms to create visible counterweight.
Paired fields
Let one expressive element sit against one quieter supporting field.
11 Voice & messaging
Find Your Balance
Clear, never clinical.
Confident, never intimidating.
Warm, never cute.
Helpful, never patronizing.
Say
Clear next steps
Thoughtful guidance
We’ll make sense of it together
Avoid
Financial jargon without context
Fear-based urgency
Claims that sound absolute or inflated
12 Brand in use
One system.
Every touchpoint.
Across print, digital, and environmental applications, the identity stays composed: warm paper, confident color, deliberate spacing, and a clear information hierarchy.
13 Resources & governance
Use the system with care
Consistency is a shared responsibility.
Approved artwork only
Always begin with supplied master files. Never rebuild the signature from screenshots.
Color-managed production
Confirm print conversions and physical samples before large production runs.
Review new expressions
New templates, campaigns, and permanent signage should receive brand review.
SEVA Brand StandardsVersion 1.0 · September 2026