Brand Style Guide

WHO WE ARE

We are a community driven impact investment  firm championing innovative ideas to advance planetary health and social well-being.

Our mission is to grow a diverse and committed community of investors leveraging their intellectual, social, and financial capital to empower entrepreneurs creating enduring, equitable impact.

Typography

Formale Grotesque

FONT: FORMAL GROTESQUE

The Formal Grotesque is in the typographic tradition of sans serif typefaces, which find their origin in the late 19th century. With a low stroke weight contrast, it takes a fresh approach in mixing geometrically constructed and dynamic forms. It feels modern and friendly as well as structured and trustworthy.

USAGE

This font is versatile and is used in most of Gratitude documents: Logo, Headlines, sub headers, paragraphs, buttons (capitalized), and footnotes.

Teodor Regular

FONT: TEODOR

Teodor is a serif typeface with a classicist appearance. It seems both formal and ‘human’ with its slightly calligraphic ends and very rounded “i”s and “j’s.

USAGE

This font is used for big statements such as website intro, manifesto, index, or quotes.

Primary Colors

Our hero color is Ignition Orange and Light Orange.

IGNITION ORANGE

#FF5C00

R255 G92 B0

C0 M53 Y89 K0

LIGHT ORANGE

#F9F2EB

R249 G242 B235

C0 M5 Y9 K0

BLACK INK

#FF5C00

R255 G92 B0

C0 M53 Y89 K0

PAPER WHITE

#F9F2EB

R249 G242 B235

C0 M5 Y9 K0

Secondary Colors

A range of secondary colors gives dimension and energy to the brand’s visual language. Secondary colors may be used to support our primary colors but are used sparingly to bring a pop of color when required. They may be used in data visualization or to aid navigation in multi-page communications. The appropriate use of secondary colors will depend on the tone, photography, etc. of the asset being created. Examples are shown throughout the brand guide.

Color Distribution

Colors should be used in the proportions shown in the chart below. This is a general overview applicable to brand collateral. Light Orange and Ignition Orange should be dominant in our communications.

Imagery

DESCRIPTION

Gratitude’s imagery is nature and people-centered whenever. The photography feels human, warm, and inhabited (...even when abstract). Since our color palette is bold and energetic, we want to combine it with inviting imagery that is

What we’re looking for:

- Warmer tones (beiges, browns, earthy greens, warm grays, rays of light)

- Interesting angles

- Various crops (ex. you can mix portraits, super-close closeups and wider landscapes on the same page)

- Earnest editorial point of view

- Added details to feel beyond ‘stock imagery’

What we’re staying from:

- Pictures of landscapes from above

- Forced poses that look ‘frozen in time’

- Overly stark and detailed photographic style

Photo © Caroline Tompkins for Vogue

Photo © Cody James for The New York Times Magazine

Photo © Daniel Faró on Death to Stock

Photo © Daniel Faró on Death to Stock

Source Unknown

Photo © Folch Studio for Lacoste

Content Pillars

Nature & Ideas

Community Building

Contemplation

Expressive Fauna

A-ha moments

Mesmerizing World

Interesting Angles

Current Innovations

OUR CONTENT PILLARS

Here’s a series of playful themes to brainstorm imagery. In order to make sure our imagery reflects the wide diversity of our partners - and stand out from our peers - we want to select images that tell a story beyond simple “themes”.

Things in Motion

Organic Energy

Imagery Examples

REF INDEX

These Gratitude-themed stock images are available to purchase royalty-free. The references are listed below for easy access:

1. Getty # 1295852543

2. Getty # 1373383798

3. Getty # 1382487458

4. Getty # 1306713348

5. Getty # 1143746816

6. Getty # 163073485

7. Getty # 88306416

8. Getty # 1338877653

9. Adobe Stock # 1168788472

10. Getty # 1181301829

11. Getty #1298129896

12. Getty # 1297764135

13. Getty # 1290172543

14. Getty # 97559639

15. Getty # 1207562156

16. Getty # 1415387744

17. Getty # 643306836

18. DTS #Dinner_Party_032

19. Getty # 531269579

20. DTS #Daytripping_53

21. Getty #1328659820

22. DTS#Faro_Paint_12

Framing

In order to add a layer of storytelling to the images, or ‘enhance’ images, we can use color and/or illustration to frame photos with a Gratitude spirit.

Here are some examples of framing variations mixing and matching effects.

You can:

- Round corners

- Add a solid background color

- Reframe image in a colorful square

- Overlay illustrations on photos

- Use the multi-color “stack” effect

Brand In Use

These are a few examples of how to combine type, color and imagery on communication materials.

A Community Built for Action

We invest in technologies that improve educational outcomes.

Our Portfolio

We trailblaze the path not yet followed.

Inclusive Capital Fund

SUB BRAND

The Inclusive Capital Fund lives within the Gratitude Railroad visual identity, but sets itself apart with it’s primary use of Ignition Orange. This color is used more prominently with its tints for a monochromatic, yet energizing look. We use Aqua as the only accent color to intoduce contrast.

Inclusive Capital Fund

The Inclusive Capital Fund is a new $25M fund of funds strategy catalyzing capital to the top emerging impact funds led by women and women of color in venture and private equity.

We take an intersectional approach to analyzing the impact fund managers and founders have in leading mission-driven firms to advance social wellbeing and planetary health.

Championing innovative businesses

Thank You WITH

GRATITUDE