Brand Guidelines

NowValues
Visual Identity

Everything you need to use the NowValues brand consistently — logos, colors, typography, and usage rules — all in one place.

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NowValues
Our Brand Story
The Philosophy Behind the Mark

Every element of the NowValues visual identity is intentional — designed to reflect honesty, warmth, and the belief that real value is timeless.

The Half-Sun

The half-sun mark is the heart of the NowValues identity. A sun rising above the horizon — not yet fully visible, but unmistakably present. It represents the moment you discover something genuinely worth your money and attention.

The nine rays of the sun aren't decorative — they echo the nine letters in "NowValues," a subtle connection between the mark and the name. The flat base grounds the symbol, giving it stability and weight in any application.

The Wordmark

The wordmark pairs "Now" in white or dark with "Values" in electric teal. The contrast between the two words is deliberate: Now is urgent, present-tense, actionable. Values is enduring, principled, trustworthy. Together they form the brand promise.

What the Sun Represents

  • Warmth — we test products before recommending them
  • Clarity — honest reviews, no paid placements
  • Rising value — always looking for what's worth your money
  • Optimism — the best deals are still out there

The Color Story

Amber Gold — The warmth of the sun. Optimism, value, and the feeling of a great find.

Electric Teal — Clarity and precision. The cool counterbalance that says: we've done the research.

Deep Navy — Trust, depth, and the dark sky the sun rises against. Our primary background.

Logo Anatomy

The three core components of the NowValues logo mark.

The Nine Rays

Nine sun rays radiating outward, matching the nine letters in "NowValues." The rays taper at the tips for precision.

The Solar Arc

The upper semicircle — the body of the sun — sits at the horizon line. This flat base anchors the mark and creates visual stability.

NowValues

The Wordmark

Set in system-ui / Segoe UI at weight 900. The two-tone treatment — neutral then teal — carries the brand's core tension: honesty and insight.

Logo Versions
Choose the Right Version

Use the appropriate logo version based on your background and context. Never use a version that reduces legibility.

NowValues
Primary

Full Color — Dark Background

The primary logo. Use on dark navy, dark purple, or dark-image backgrounds. This is the preferred version for the website, app headers, and digital-first contexts.

NowValues
Light Variant

Full Color — Light Background

Use on white or light gray backgrounds. The wordmark switches from white to deep navy to maintain contrast. Ideal for print, documents, and light-themed interfaces.

Icon Mark

Half-Sun Icon Only

The standalone half-sun mark. Use for favicons, app icons, social media profile pictures, and any context where space is too limited for the full wordmark.

NowValues
Wordmark

Wordmark Only

The NowValues name without the sun mark. Use when the icon mark is already visible nearby, or in horizontal navigation elements where a simplified identity is needed.

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Monochrome

Monochrome Black

Single-color black version. Use for print materials, embossing, engraving, and any production method that doesn't support full color. Light backgrounds only.

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Monochrome

Monochrome White

Single-color white version. Use exclusively on dark or photographic backgrounds where color reproduction is limited. Ensures maximum visibility against dark surfaces.

Brand Colors
The NowValues Palette

Use these colors consistently across all digital and print applications. Never approximate — always match the exact values below.

Amber Gold
HEX  #F5A523
RGB  245, 165, 35
CMYK  0, 33, 86, 4
The primary brand color. Used for the sun mark, key accents, and call-to-action elements. Conveys warmth, optimism, and value.
Electric Teal
HEX  #22D3EE
RGB  34, 211, 238
CMYK  86, 11, 0, 7
The secondary brand color. Used for "Values" in the wordmark, teal accents, and information highlights. Conveys clarity, precision, and insight.
Deep Navy
HEX  #0C0E2E
RGB  12, 14, 46
CMYK  74, 70, 0, 82
Primary background color. Used for all dark-mode surfaces, the website background, and as the night sky the sun rises against. Never use as text color.
Amber Light
HEX  #FFD080
RGB  255, 208, 128
CMYK  0, 18, 50, 0
Hover and highlight state for amber elements. Used for button hover states and soft amber backgrounds. Never use as the primary amber — it is a supporting tone only.
Off-White
HEX  #F8F9FC
RGB  248, 249, 252
CMYK  2, 1, 0, 1
Page background for light-mode contexts. Used for section backgrounds, cards, and any neutral light surface. Softer than pure white to reduce eye strain.
Steel Muted
HEX  #8892B0
RGB  136, 146, 176
CMYK  23, 17, 0, 31
Used for secondary text, captions, and meta information on dark backgrounds. Maintains accessibility while receding from primary content.
Typography
Type System

NowValues uses system fonts for zero-latency rendering across all platforms. The wordmark and all brand communications use the same stack.

NowValues

Primary Typeface

Segoe UI / System UI

The primary font stack: 'Segoe UI', system-ui, -apple-system, sans-serif. Uses the native OS font — Segoe UI on Windows, San Francisco on Mac/iOS, and Roboto on Android. Weight 900 for beadlines and the wordmark.

We don't just link products — we use them. If we wouldn't recommend it to family, it doesn't go on NowValues.

Body Text

System UI — Regular / Medium

Body copy at weight 400–600. Never go below 14px for body text. Line height 1.6–1.8 for comfortable reading. Color: #6B7280 on light backgrounds, #8892B0 on dark.

Type Scale

72pxDisplay
48pxH1 Headline
32pxH2 Section
24pxH3 Subsection
18pxBody Large
14pxBody / Caption
11pxOVERLINE / LABEL
Usage Guidelines
Do's and Don'ts

Follow these rules to keep the NowValues identity consistent and legible across every application.

✓ Do

✓

Use the full color logo on dark navy or deep purple backgrounds where the amber and teal read clearly.

✓

Use the light-background version on white or light gray surfaces — switch the wordmark to deep navy.

✓

Maintain minimum clear space equal to the height of the "N" in the wordmark on all sides of the logo.

✓

Scale the logo proportionally — always lock the aspect ratio when resizing.

✓

Use the icon mark alone for small applications like favicons (16px–64px) and social media avatars.

✓

Use monochrome versions when color printing is unavailable or impractical.

✗ Don't

✗

Don't change the colors of any logo element — no recoloring the sun mark, wordmark, or background.

✗

Don't place the full color logo on busy or photographic backgrounds where legibility is compromised.

✗

Don't stretch, skew, or distort the logo in any direction — always maintain the original proportions.

✗

Don't add drop shadows, outlines, or visual effects to any logo version.

✗

Don't rearrange logo elements — the sun mark always appears above or to the left of the wordmark.

✗

Don't use the white monochrome version on light backgrounds — it will disappear entirely.

Minimum Clear Space

Always maintain a clear zone around the logo equal to the height of the "N" in the wordmark (approximately 1× the cap-height). This ensures the logo always has room to breathe.

NowValues
↔ Clear zone = cap-height of "N" on all sides

Minimum size: 120px wide for digital applications, 30mm for print. Never display below these thresholds.

Downloads
Brand Kit

Everything you need to use the NowValues brand consistently across all applications.

⬇

Complete SVG Kit

All six logo variants as scalable vector files. Infinitely sharp at any size.

  • Primary Dark (full color)
  • Primary Light (full color)
  • Icon Mark only
  • Wordmark only
  • Monochrome Black
  • Monochrome White
🖼

PNG Files

Raster images with transparent backgrounds for documents, presentations, and social media.

  • All 6 logo variants
  • 300px, 600px, 1200px sizes
  • Transparent backgrounds
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Brand Guidelines PDF

A single downloadable PDF with all color values, typography specs, and usage rules.

  • Color codes (HEX, RGB, CMYK)
  • Typography specifications
  • Do's and don'ts
  • Minimum size guidelines

Questions about brand usage? Contact steve@strategiconlinecorp.com