1 Ethical Capital Brand Specifications

1.1 Company Information

Legal Name: Invest Vegan LLC DBA Ethical Capital
Website: https://ethicic.com
Description: Utah-registered investment adviser specializing in values-aligned portfolio management with concentrated ethical portfolios
Address: 90 N 400 E, Provo, UT 84606
Email: hello@ethicic.com

1.2 Color Palette

1.2.1 Primary Brand Colors

Color Name	Hex Code	Usage
ECIC Purple	`#581c87`	Primary brand color, headers, CTAs
ECIC Purple Light	`#6b46c1`	Secondary purple, gradients
ECIC Teal	`#14b8a6`	Secondary brand color, accents
ECIC Teal Light	`#2dd4bf`	Success states, light accents
ECIC Amber	`#f59e0b`	Warning states, highlights
ECIC Red	`#ef4444`	Error states, danger alerts

1.2.2 Neutral Colors

Color Name	Hex Code	Usage
Text Dark	`#111827`	Primary text color
Text Medium	`#4b5563`	Secondary text color
Surface White	`#ffffff`	Background color
Surface Light	`#f9fafb`	Light backgrounds
Border Gray	`#e5e7eb`	Borders and dividers
Footer Text	`#f3f4f6`	Footer text color

1.2.3 Semantic Color Assignments

$primary: #581c87;      // ECIC Purple
$secondary: #14b8a6;    // ECIC Teal
$success: #2dd4bf;      // ECIC Teal Light
$info: #14b8a6;         // ECIC Teal
$warning: #f59e0b;      // ECIC Amber
$danger: #ef4444;       // ECIC Red
$light: #f9fafb;        // Surface Light
$dark: #581c87;         // ECIC Purple

1.3 Typography

1.3.1 Font Families

Primary Font: Raleway (Google Fonts)
- Weights: 300, 400, 500, 600, 700
- Usage: Body text, general content
Heading Font: Outfit (Google Fonts)
- Weights: 300, 400, 600, 700, 800, 900
- Usage: Headlines, titles, navigation

1.3.2 Font Stack

$font-family-base: 'Raleway', sans-serif;
$headings-font-family: 'Outfit', sans-serif;

1.4 Gradients

1.4.1 Primary Brand Gradient

background: linear-gradient(135deg, #14b8a6 0%, #581c87 40%, #6b21a8 100%);

Usage: Hero banners, primary CTAs

1.4.2 Secondary Gradient

background: linear-gradient(135deg, #581c87 0%, #6b21a8 100%);

Usage: Strategy cards, buttons

1.4.3 Light Gradient

background: linear-gradient(135deg, #f8fafc 0%, #ffffff 100%);

Usage: CTA sections, newsletter widgets

1.5 Logo Usage

1.5.1 Logo Files

Main Logo: assets/brand/logos/ecic-logo.svg
Favicon: assets/brand/logos/favicon.svg
Alt Text: “Invest Vegan LLC DBA Ethical Capital”

1.5.2 Logo Sizing

Desktop Navigation: max-height: 60px
Mobile Navigation: max-height: 45px

1.6 Component Styling

1.6.2 Strategy Cards

Background: Secondary gradient (#581c87 to #6b21a8)
Text Color: White
Border Radius: 12px
Padding: 2rem

1.6.3 Process Cards

Background: #f8fafc
Border Left: 4px solid #581c87
Border Radius: 8px
Padding: 2rem

1.7 Responsive Breakpoints

1.7.1 Mobile (max-width: 768px)

Logo height: 45px
Hero banner padding: 2rem 1rem
Hero title: 2rem font-size
Newsletter form: stacked layout

1.7.2 Desktop (768px+)

Logo height: 60px
Hero banner padding: 3rem 2rem
Hero title: 2.5rem font-size
Newsletter form: inline layout

1.8 Brand Voice & Messaging

1.8.1 Key Messages

“Concentrated ethical portfolios for investors who refuse to compromise”
“Growth, Income, and Diversification”
“Built to be known” - transparency in investment strategies

1.8.2 Solidarity Statement

“🇵🇸 We stand with Palestine” (navbar announcement)
Background: #581c87, text: white

1.9 Usage Guidelines

1.9.1 Do’s

Use primary gradient for hero sections and main CTAs
Apply proper contrast ratios for accessibility
Use Outfit for headings, Raleway for body text
Maintain consistent border radius (8px standard, 12px for cards)

1.9.2 Don’ts

Don’t use colors outside the defined palette
Don’t use gradients on small text elements
Don’t mix font families within the same text block
Don’t reduce logo below minimum size requirements

1.10 Technical Implementation

1.10.1 SCSS Variables File Location

assets/brand/styles/ecic-brand.scss

1.10.2 Brand Configuration File

_brand.yml

1.10.3 Google Fonts Import

@import url('https://fonts.googleapis.com/css2?family=Outfit:wght@300;400;600;700;800;900&family=Raleway:wght@300;400;500;600;700&display=swap');

Last updated: September 2025 Source: ethicic-site project brand files