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B/01 — Guidelines
Brand Guidelines
How to use the EdgeTrader identity in marketing, partnerships, presentations and product surfaces — so every touchpoint feels like the same institutional platform.
01 — Principles
Three rules that hold the brand together.
Institutional first
Tone is precise, calm and authoritative. We talk like an infrastructure vendor, not a retail broker.
Typography with intent
Display headings use a refined serif/grotesque pairing. Body sits in a humanist sans for readability across dashboards.
Disciplined spacing
Generous negative space, 12-column grids, and a strict 8px base scale. Density is earned, not assumed.
02 — Logo usage
Clear space, contrast and color.
Do
- Use the primary logo on light backgrounds and the white mark on dark surfaces.
- Maintain minimum clear space equal to the height of the 'E' mark on all sides.
- Lock the wordmark proportions — never stretch, skew or recolor.
- Pair only with the approved palette tokens (Brand Red, Ink, Navy, Paper).
Don't
- Don't apply drop shadows, outlines or gradients to the wordmark.
- Don't place the logo on busy photography without an overlay scrim.
- Don't recreate the icon — always use the supplied SVG/PNG files.
- Don't combine the EdgeTrader logo with a partner mark without prior approval.