# Brand Guidelines

This Brand Kit defines the visual identity, messaging style, and approved assets for TheAngel.

It ensures that all marketing, product design, pitch materials, partner content, and press coverage use consistent and coherent branding across every touchpoint.

Whether you’re a founder building your profile, an investor sharing content, or a team member creating assets — these guidelines ensure TheAngel always looks and sounds world-class.

### Brand Identity Overview

#### Brand Essence

TheAngel represents:

* Trust
* Technological innovation
* Sophistication
* Simplicity
* Future of fundraising

#### Brand Positioning Statement

TheAngel is the world’s first tokenised angel investment marketplace — where founders raise faster, investors gain liquidity, and early-stage capital becomes accessible, transparent, and global.

#### Brand Personality

* Professional
* Forward-thinking
* Transparent
* Supportive
* Confident but not arrogant

***

### Logo Usage Guidelines

TheAngel logo consists of:

* Primary logo: Wordmark + icon
* Secondary logo: Icon-only
* Monochrome versions: Light & dark

### Primary Logo

Usage:

* Website header
* Documents and PDFs
* Press publications
* Product walkthroughs

Minimum clear space:

1x height of the "A" on all sides

### Secondary Logo (Icon Only)

Usage:

* Favicon
* App icons
* Social media avatars
* Small placements where text doesn’t fit

### Logo Restrictions

Do not:

* Stretch or distort
* Use unapproved colours
* Add shadows or gradients
* Place on visually busy backgrounds
* Rotate or crop improperly

### Colour Palette

These are TheAngel’s official brand colours.

They reflect a blend of technological trust, premium positioning, and simplicity.

### Primary Colours

| Colour     | Hex     | Usage                     |
| ---------- | ------- | ------------------------- |
| Angel Blue | #2D6CDF | Main CTAs, accents, links |
| Deep Navy  | #0A1A2F | Headers, backgrounds      |
| Pure White | #FFFFFF | Text on dark, backgrounds |

### Secondary Colours

| Colour       | Hex               | Usage               |
| ------------ | ----------------- | ------------------- |
| Sky Gradient | #7BA6F6 → #3A71D8 | Hero backgrounds    |
| Soft Grey    | #F5F6F9           | Section backgrounds |
| Graphite     | #515A69           | Supporting text     |

### Success / Warning Colours

| Colour        | Hex     | Usage             |
| ------------- | ------- | ----------------- |
| Success Green | #37C585 | Growth indicators |
| Warning Amber | #F6B132 | Alerts, notices   |
| Error Red     | #E74C3C | Errors, flags     |

## Typography System

TheAngel uses a modern, clean, and highly readable type system.

### Primary Font — Inter

(Weights: Light, Regular, Medium, Bold)

Usage:

* Website
* Platform UI
* Dashboard text
* Technical content

Inter is chosen for its clarity and contemporary aesthetic.

### Secondary Font — DM Sans

(Weights: Regular, Medium)

Usage:

* Headlines
* Marketing assets
* Pitch decks

Gives a friendly but premium feel.

### Imagery Guidelines

#### Style

* Clean
* Minimal
* High-contrast
* Modern tech aesthetic
* Soft gradients
* Subtle lighting effects

#### Do Use

* Abstract isometric illustrations
* Angel investment or growth symbolism
* High-quality founder imagery
* Professional event photos

#### Avoid

* Clipart
* Low-quality stock photos
* Overly corporate or old-fashioned visuals

### Tone of Voice Guidelines

#### Tone Characteristics

* Clear
* Confident
* Respectful
* Forward-looking
* Inspiring

#### Voice Rules

✔ Speak to founders and investors as equals

✔ Keep explanations simple even if the subject is complex

✔ Highlight facts, not hype

✔ Use positive, empowering language

✔ Be visionary without exaggeration

### Example — Before & After

Before:

“Investing is now easy thanks to our technology.”

After:

“TheAngel makes investing accessible, transparent, and liquid — using a regulated tokenised structure designed for the modern investor.”

### Social Media Assets

#### Approved Formats

* 1080×1080 (Instagram/LinkedIn posts)
* 1920×1080 (LinkedIn banners, YouTube covers)
* 1500×500 (Twitter banner)
* 2400×1600 (Hero images for blogs)

#### Brand Layout Rules

* Use Angel Blue for CTAs
* Avoid crowded text
* Use iconography sparingly
* Maintain 20–25% margin spacing


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