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

1.6.1 Hero Banner

  • Background: Primary brand gradient
  • Text Color: White
  • Padding: 3rem 2rem (desktop), 2rem 1rem (mobile)

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

1.6.4 Newsletter Widget

  • Background: Light gradient
  • Border: 2px solid #e2e8f0
  • Border Radius: 12px
  • Padding: 2rem
  • Box Shadow: 0 4px 20px rgba(0, 0, 0, 0.08)

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