BRAND IDENTITY GUIDELINES
Introduction
Future Found supports purpose-driven individuals and organizations in reaching their full potential to create a better world.
These visual identity guidelines were created to help ensure the success of Future Found’s brand. Consistently and properly presenting our brand’s visual elements—identity marks, color palette, typography—are essential in creating a cohesive and recognizable brand.
As Future Found’s brand continues to evolve, these guidelines may also evolve. New colors may be introduced for usability and accessibility purposes, alternative font options may be needed depending on a user’s operating system, etc.
To that end, it’s important to remember that if you can’t find the answer to your question within this document, you can always contact Dan Schiller (dan@futurefound.org).
Identity Marks
Our Brand’s Identity Marks
The primary visual for Future Found’s identity is a sun rising over the horizon, with rays of light pouring out of its center. The sunrise represents the future—a new day, fresh starts, and expanding horizons.
The wordmark contains no space between “Future” and “Found,” but it’s set in Title Case so it still has the same effect as if it was two words.
Our set of marks includes two brandmarks, one wordmark, and one logomark. The brandmarks should be considered the primary marks, and be used whenever possible.
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BRANDMARK (STACKED)
LOGOMARK
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BRANDMARK (SINGLE-LINE)
WORDMARK
Color Palette
Our Brand’s Color Palette
The primary colors for this palette are inspired by the darkness of the night, the blue-gray sky just before dawn, and the golden sun that begins to creep over the horizon shortly after.
This limited and minimalistic palette strikes a nice balance between cool and warm, playful and serious, and provides a good range of low-value (dark), and high-value (light) colors.
MIDNIGHT INDIGO
HEX: #2E1F2F
RGB: 46, 31, 47
CMYK: 59, 62, 39, 75
PANTONE 5185 C
DAWN SKY BLUE
HEX: #6C7684
RGB: 108, 118, 132
CMYK: 60, 37, 28, 21
PANTONE 7544 C
SUNSHINE GOLD
HEX: #E3AD43
RGB: 227, 173, 67
CMYK: 1, 39, 86, 0
PANTONE 143 C
NEW DAY GRAY
HEX: #C9C9C9
RGB: 201, 201, 201
CMYK: 24, 16, 16, 1
PANTONE COOL GRAY 3 C
BRIGHT WHITE
HEX: #E8E8E8
RGB: 232, 232, 232
CMYK: 11, 7, 7, 0
PANTONE N/A
Typography
Our Brand’s Typography
Future Found’s official typeface is Montserrat, and it’s available from Google Fonts with plenty of weights and styles to create appropriate hierarchy of information whenever necessary.
Download Monsterrat from Google Fonts.