Brand Guidelines
Design system, visual identity, and editorial standards for MoneyBlis.
Logo
The MoneyBlis wordmark uses curly braces from the monospace typeface combined with serif initials. This signals the intersection of data and editorial quality.
The logo should always appear on dark backgrounds. Minimum clear space: the width of one brace character on all sides.
Colour Palette
Charcoal
#1A1A2E
Primary dark
Backgrounds, headers
Deep Gold
#C9A84C
Primary accent
CTAs, data highlights, trust signals
Slate Blue
#3A4A5C
Secondary
Secondary text, card backgrounds
Off-White
#F0EEEB
Text primary
Body text on dark backgrounds
Warm Grey
#9B9B9B
Text secondary
Captions, metadata
Deep Red
#8B2500
Alert/urgent
Regulatory deadlines, warnings
Forest Green
#2D5F2D
Success
Positive metrics, savings
Typography
DM Serif Display
Headlines | 400
The quick brown fox jumps over the lazy dog
Fallback: Georgia, serif
Inter
Body | 400, 500, 600
The quick brown fox jumps over the lazy dog
Fallback: -apple-system, sans-serif
JetBrains Mono
Data/tables | 400
The quick brown fox jumps over the lazy dog
Fallback: monospace
Cormorant Garamond
Accent/quotes | 500 italic
The quick brown fox jumps over the lazy dog
Fallback: Times, serif
Visual Rules
Dark mode default
All pages use the charcoal background. Light mode is a secondary option.
No stock photography
Data visualisations, comparison tables, and charts only. No lifestyle imagery.
Tables are first-class
Every article includes at least one comparison table with real numbers.
Maximum 4px border radius
No gradients, no shadows. Precision over warmth. Sharp, institutional aesthetic.
80px minimum vertical spacing
Generous white space between sections. Content breathes.
Data-forward layout
Bloomberg-style dashboard approach. Numbers prominent, sources cited.
Tone of Voice
We Are
- +Data-first and intelligence-led
- +Precise with numbers: "GBP 47,000 reduction" not "significant savings"
- +Active voice, contractions, British English
- +Assuming reader sophistication (IRR, tax treaties, trust structures)
- +Source-referenced with verifiable claims
We Never
- -Use lifestyle brochure language or stock photography
- -Write generic CTAs like "Contact us today!"
- -Use filler words: moreover, furthermore, additionally, delve
- -Provide personalised financial advice or recommendations
- -Write for mass market - every piece assumes GBP 1M+ estate
Component Library
Buttons
Badges
Data Display
IHT receipts 2024/25
5-year growth
Standard IHT rate
Card: Default
Standard card with border
Card: Dark
Elevated dark card
Card: Outline
Subtle outline card