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

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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