---
type: source-extraction
title: "Brand guide (short, 8 slides) — verbatim extraction"
source: "EQUINOX BRAND GUIDE.pptx — 8 slides, © 2023, file-dated 230718"
extracted: 2026-09-03
---

# Brand guide (short, 8 slides) — verbatim extraction

**The condensed deck the client keeps for quick reference.** Text pulled straight from the slide
XML, so it is exactly what the file says. No interpretation here — that is in `../../design-notes.md`;
the working design values are in `../../mockups/shared-v1/design-system.md`.

Client's proprietary material. Build their site with it; do not republish it.

This deck carries the essentials only: logo meaning and usage, the colour concept and the six
colours, and the type scale. **Its values match the full 2022 guide**, which is what
`README.md` records from comparing all three files.

---

## Slide 1 — cover
> Brand Guide · © 2023 Equinox Business Law Group · 230718

## Slide 2 — LOGO, the meaning and the usage rule
> Our logo represents our brand promise law and entrepreneurial experience, perfectly aligned.
>
> The "swirl" of day and night becoming one together is how we become one team with our clients with
> equal parts law and business.
>
> Balance and equity is in our namesake: the "equinox", time (twice each year) when day and night are
> of approximately equal length as the sun crosses the celestial equator (about September 22 and
> March 20).
>
> **In use, our logo shows up with and without the tagline. It should be on white or bright brand
> gradient backgrounds to best convey the bold confidence we empower.**

## Slides 3–5 — the lockups
Slide 3: WORDMARK · WORDMARK WITH TAGLINE. Slide 4: WORDMARK REVERSE · WORDMARK WITH TAGLINE
REVERSE. Slide 5: SWIRL MARK · SWIRL MARK REVERSE. Images only; the files themselves are in
`Logos and Assets/` and mapped in `README.md`.

## Slide 6 — COLOR CONCEPT
> Our colors are designed to convey the feeling of confidence and freedom that result from brand's
> promise of law and entrepreneurial experience, perfectly aligned.
>
> We use of color in alignment and in contrast to represent our alignment of law and business as well
> as the alignment as one team with our clients.
>
> **We use gradients to show the two colors becoming one.**

The six colours, named as the slide names them:

> DARK YELLOW = DAY · YELLOW = CONFIDENCE · BRIGHT YELLOW = LAW
> DARK BLUE = NIGHT · BLUE = FREEDOM · BRIGHT BLUE = BUSINESS

## Slide 7 — COLORS, the full specification

| Name | HEX | RGB | HSB | CMYK | LAB | PANTONE |
|---|---|---|---|---|---|---|
| DAY | `#D98D00` | 217, 141, 0 | 39, 100, 85 | 0, 35, 100, 15 | 65, 20, 70 | 131 C |
| CONFIDENCE | `#FFD457` | 255, 212, 87 | 0, 0, 73 | 0, 17, 66, 0 | 87, 2, 65 | 135 C |
| LAW | `#FFFAEB` | 255, 250, 235 | 45, 8, 100 | 0, 2, 8, 0 | 98, -1, 8 | 155 C |
| NIGHT | `#003b53ff` | 0, 59, 83 | 197, 100, 33 | 100, 29, 0, 67 | 23, -7, -19 | 540 C |
| BUSINESS | `#027CA1` | 2, 124, 161 | 194, 99, 63 | 99, 23. 0, 37 | 48, -15, -28 | 7704 C |
| FREEDOM | `#93BCCD` | 147, 188, 205 | 198, 28, 80 | 28, 8, 0, 20 | 74, -10, -13 | 283 C |

**Three transcription notes, all faults in the source, all transcribed as-is above:**

1. **NIGHT is written `#003b53ff`.** The trailing `ff` is an alpha channel, so the colour is `#003B53`.
2. **CONFIDENCE's HSB reads `0, 0, 73`**, which is a neutral grey and cannot describe a saturated
   yellow. Its HEX, RGB, CMYK, LAB and Pantone all agree with each other, so the HEX is authoritative
   and the HSB row is a typo. This only matters if someone works from HSB.
3. **BUSINESS's CMYK reads `99, 23. 0, 37`** — a full stop where a comma belongs.

**One naming inconsistency, also in the source:** slide 6 labels LAW "BRIGHT YELLOW", but `#FFFAEB`
is a pale, near-white cream. The hex is authoritative; the label is loose. `README.md` calls it
"pale yellow" for that reason.

## Slide 8 — FONTS

| Level | Face | Case | Line height | Tracking |
|---|---|---|---|---|
| HEADLINES H1 | Montserrat Bold | Sentence Case | 1.1 | +5 |
| HEADLINES SHORT H2 | Montserrat ExtraBold | All Caps | .08 | 0 |
| HEADLINES SHORT H3 | Montserrat Light | All Caps | .08 | 0 |
| SUB HEADLINES H4 | Montserrat SemiBold | Sentence Case | 1.3 | +5 |
| CALLOUTS | Montserrat Bold | All Caps | 1 | +250 |
| BODY | Montserrat Regular | Sentence Case | 1.2 | +5 |

**Two things to know about this table before building from it.** The `.08` line heights for H2 and H3
cannot be right at any size — read them as a typo and set those optically. And tracking is in
thousandths of an em as design software writes it, so **+5 is `0.005em`** and **+250 is `0.25em`**.