Evolution Stables
Brand Guidelines
A comprehensive guide to maintaining the Private Banker Standard across every Evolution Stables touchpoint — visual, verbal, and digital.
Download AssetsBrand Essentials
Brand Name
Evolution Stables
Use title case. Never abbreviate, alter the wordmark, or add secondary descriptors to the logo.
Tagline
“The Future of Ownership Has Arrived”
Reserved for hero moments and high-level brand statements. Never use for body copy.
Core Attributes
Private Banker Standard
Professional, restrained, quietly authoritative.
Heritage-Led
The Thoroughbred, the trainer, and the yard come first.
Data-Refined
Sectional timings and ledgers speak before adjectives do.
Logo System
White
Muted Grey
Border Grey
Black
Gold
Clear Space
Maintain clear space around the logo equal to the height of the “E” in Evolution. Do not crowd it with text, borders, or imagery.
Minimum Sizes
Logo Misuse
No glows
No stretching
No rotation
No low opacity (primary)
Colour Palette
Click any swatch to copy the HEX value.
Velvet Night — Core Neutrals
Black
#000000
Light-background applications / deep contrast.
White
#ffffff
Primary high-contrast logo and text.
Light Grey
#d2d2d2
Secondary text and subtle surfaces.
Medium Grey
#969696
Muted foregrounds and tertiary detail.
Dark Grey
#747474
Dividers, inactive states, quiet structure.
Gold Accent
Gold Accent
#d4a964
Monograms, premium structural details, high-tier CTAs.
Gold is reserved for monograms and premium structural details. Never use it for body text or standard wording.
Backup Palettes (Opt-in per campaign)
Navy & Cream
Corporate / Boardroom
bg #0F172A
surface #1E293B
fg #F8F5F0
Emerald & Gold
Growth / Launches
bg #064E3B
surface #065F46
fg #F5F5F5
Charcoal & Silver
Technical / Data-heavy
bg #1a1a1a
surface #2a2a2a
fg #e5e5e5
Typography
Primary Font
Geist Sans
The engine for all headings, body copy, and UI elements.
Data & Code
Geist Mono
Used for sectional timings, odds, ledgers, hashes, and ticker data.
Editorial Hero
Instrument Serif
Reserved for high-impact headlines and pitch-deck hero sections. Use sparingly.
Brand Mark
Bw Gradual
Strictly for logo wordmarks. Never use for UI typing or body copy.
Type Scale
H1 — 56px / Light / -0.02em
Own the future of racing
H2 — 36px / Light / -0.02em
Digital-syndication, refined
H3 — 24px / Light / -0.02em
Heritage-led ownership
Body — 16px / Light / 1.7
We speak with the Private Banker Standard: professional but not stuffy, analytical but not cold, confident but not arrogant, and visionary but grounded.
Data — 14px / Mono / 1.5
0.8m win · soft ground · final 600m 33.42s
Voice & Tone
We speak with the Private Banker Standard: professional but not stuffy, analytical but not cold, confident but not arrogant, and visionary but grounded. Active voice always. British English spelling. No exclamation marks or hype.
We Are
- Professional but not stuffy
- Analytical but not cold
- Confident but not arrogant
- Visionary but grounded
We Are Not
- ✕Overly casual or playful
- ✕Buzzword-heavy
- ✕Complicated or verbose
- ✕Aggressive or pushy
- ✕Generic or templated
Vocabulary Standard
| Approved Term | Banned / Discouraged |
|---|---|
| Thoroughbreds / Racehorses | Horses, animals, Equine Assets |
| Digital-syndication | Tokenised shares, blockchain, crypto |
| Payment (inflows) | Money transfer, transaction, top-up |
| Fractional Ownership | Pieces, parts, “bits of horse” |
| Regulated | Cutting-edge, disruptive, game-changing |
| Tradition & Heritage | Stewardship, philosophical ownership |
| Settlement (outflows) | Payout, earnings, reward, payment |
Active voice always
“We have opened the stable gates.”
Plain English, British spelling
“Behaviour, modernise, colour.”
No exclamation marks or hype
“Four units remain. The stable is closing soon.”
Lead with the Thoroughbred
“Prudentia won by 0.8 metres on soft ground.”
Translation Formulas
Before
Our platform democratizes racehorse investment using secure tokenized real-world assets on the blockchain.
After
We have opened the stable gates. Through digital syndication, we invite qualified participants to share in the tradition and heritage of elite Thoroughbreds.
Before
Invest in this tokenized horse now and trade fractional shares on our marketplace.
After
Acquire units in the campaign. Follow her journey alongside a community of dedicated co-owners.
Before
Check out our new Web3 dApp dashboard to manage your portfolio and claim rewards.
After
We have updated MyStable. Your private dashboard now provides refined sectional timing analysis and automated settlement ledger audits.
CTA Logic
We provide access, not sales pitches. The directive changes with the funnel layer — from spectator to participant.
Data / News
View Analysis
Implies the work is already done.
Onboarding
Enter Stable
A definitive physical movement.
Purchase
Become an Owner
Focuses on the heritage and result.
Direct Action
Acquire Units
Clinical and professional.
Developer Reference
Tailwind Tokens
bg-backgroundPage / surface base
var(--color-background) → #030303
text-foregroundBody text
rgba(255,255,255,0.5)
text-headingHeadings
#f8fafc
text-mutedSecondary labels
#a1a1aa
border-borderSubtle dividers
rgba(255,255,255,0.1)
text-goldPremium monograms / CTAs
#d4a964
font-sansUI and body
Geist Sans
font-monoData, timings, ledgers
Geist Mono
Spacing Grid
All layouts, component padding, and margins align to an 8px grid.
Asset Paths
/images/brand/lockups/{color}/lockup-horizontal-{color}.svg
/images/brand/lockups/{color}/lockup-vertical-{color}.svg
/images/brand/monograms/{color}/monogram-{color}.svg
/images/brand/wordmarks/{color}/wordmark-{color}.svg