Brand Style Guide

Company Name

In most copy the company should be referred to as "Mindshare Labs" (both words). Except for official, legally binding contexts such as tax forms and contracts, where the company should be referred to as "Mindshare Labs, Inc."

The more casual, shortened form "Mindshare" is acceptable in marketing copy after the full name has been established through use within a reasonable proximity.

Primary Brand Colors

Yellow
  • HEX #FFCD17
  • Pantone Pantone Solid Coated 7405 C Pantone Solid Uncoated 108 U
  • CMYK 0, 20, 91, 0
  • HSL hsl(47, 100%, 55%);
  • RGB rgb(255, 205, 23);
Grey/Green
  • HEX #E1E9D6
  • Pantone Pantone Solid Uncoated 7485 U Pantone Pastels Neons Coated 9544 C
  • CMYK 3, 0, 8, 9
  • HSL hsl(85, 30%, 88%);
  • RGB rgb(225, 233, 214);
Black
  • HEX #231F20
  • Pantone Pantone Solid Coated Neutral Black C
  • CMYK 70, 67, 64, 74
  • HSL hsl(345, 6%, 13%);
  • RGB rgb(35, 31, 32);
Off White
  • HEX #F9FCF5
  • Pantone Pantone Solid Uncoated 7541 U
  • CMYK 1, 0, 3, 1
  • HSL hsl(86, 54%, 97%);
  • RGB rgb(249, 252, 245);

Secondary Brand Colors

Royal Blue
  • HEX #124FB6
  • Pantone Pantone Solid Uncoated Blue 072 U
  • CMYK 90, 57, 0, 29
  • HSL hsl(218, 82%, 39%);
  • RGB rgb(18, 79, 182);
Dodger Blue
  • HEX #2664C9
  • Pantone Pantone Solid Coated 2125 C
  • CMYK 81, 50, 0, 21
  • HSL hsl(217, 68%, 47%);
  • RGB rgb(38, 100, 201);
Havelock Blue
  • HEX #5281C4
  • Pantone Pantone Solid Uncoated Blue 072 U
  • CMYK 70, 45, 0, 0
  • HSL hsl(215, 49%, 55%);
  • RGB rgb(82, 129, 196);
White Squeeze
  • HEX #FAFCF8
  • Pantone Pantone Solid Uncoated 7541 U
  • CMYK 1, 0, 2, 1
  • HSL hsl(90, 40%, 98%);
  • RGB rgb(250, 252, 248);
Bright Sun
  • HEX #E5B718
  • Pantone Pantone Solid Uncoated 606 U
  • CMYK 0, 20, 90, 10
  • HSL hsl(47, 81%, 50%);
  • RGB rgb(229, 183, 24);
Kournikova
  • HEX #F8D258
  • Pantone Pantone Solid Coated 128 C
  • CMYK 0, 15, 65, 3
  • HSL hsl(46, 92%, 66%);
  • RGB rgb(248, 210, 88);
Star Dust
  • HEX #989C91
  • Pantone Pantone Solid Coated 7538 C
  • CMYK 3, 0, 7, 39
  • HSL hsl(82, 5%, 59%);
  • RGB rgb(152, 156, 145);
Pumice
  • HEX #BFC4B7
  • Pantone Pantone Solid Uncoated 5665 U
  • CMYK 3, 0, 7, 23
  • HSL hsl(83, 10%, 74%);
  • RGB rgb(191, 196, 183);

Typography

The typeface for the Mindshare Labs brand is a humanist face designed by the F37 Foundry with a modernist Swiss style but with a contemporary geometrical twist. F37 Ginger is based on letterforms of German typographer Paul Renner, Swiss typographer Jan Tschichold and American typographer Herb Lubalin. All Mindshare Labs documents for print, web applications, website and mobile apps should use F37 Ginger. Permitted exceptions are documents that must be frequently revised or shared on platforms such as Google Docs that do not allow custom typography. In that event the approved alternate below should be used.

Brand Font

Used for both body copy (light and regular) and headings (bold variant)
  • F37 Ginger, Light, & Bold (OTF)
  • Download: OTF Files

Acceptable Alternate

Only acceptable when the primary brand font is not available or impractical.