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

Kournikova

  • HEX: #d1a63d
  • RGB: rgb(209, 166, 61)
  • HSL: hsl(64%, 77%, 22%)
  • CMYK: 0, 21, 71, 18

Havelock Blue

  • HEX: #485972
  • RGB: rgb(72, 89, 114)
  • HSL: hsl(52%, 95%, 30%)
  • CMYK: 37, 22, 0, 55

Havelock Blue

  • HEX: #d6d4ac
  • RGB: rgb(214, 212, 172)
  • HSL: hsl(44%, 79%, 24%)
  • CMYK: 0, 1, 20, 16

Light Wind

  • HEX: #f8faf5
  • RGB: rgb(248, 250, 245)
  • HSL: hsl(53%, 84%, 37%)
  • CMYK: 1, 0, 2, 2

Dark Mind

  • HEX: #2e2e2e
  • RGB: rgb(46, 46, 46)
  • HSL: hsl(50%, 98%, 45%)
  • CMYK: 0, 0, 0, 82

Pumice

  • HEX: #8a8d7f
  • RGB: rgb(138, 141, 127)
  • HSL: hsl(54%, 93%, 44%)
  • CMYK: 2, 0, 10, 45

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.