Welcome to our brand guide!
In these pages, we will guide you through the essential elements that make up our brand and help you understand how to use them to create consistent and compelling communications.
Purpose of This Guide
This brand guide exists to ensure every communication and touchpoint from Vintage Funds is cohesive, credible, and aligned with our identity as an institutional-grade investment firm.
DEFINE HOW WE SPEAK
Language & Voice
Our tone should reflect our core values: clarity, discipline, trustworthiness, and composure.
Description
Clear
Avoid jargon. Speak plainly and confidently.
Measured
No hype or exaggeration. Let the facts do the work.
Trusted
Informed
Content reflects expertise, but remains digestible
General Principles
Clarity First: Prioritize readability with generous line height and clear contrast. Hierarchy Matters: Establish clear levels of importance — distinguish headings, quotes, body, and disclaimers. No Visual Noise: Avoid styling that makes the content feel busy, loud, or casual.
Body Copy
Use consistent paragraph spacing instead of indentations. Maintain line-height around 1.5x font size for legibility. Avoid justified text — keep text left-aligned for a natural rhythm. Highlight only when necessary (e.g., use bold to emphasize a point, but never italic + bold + caps at once).
CTAs and Buttons
Button text should be concise and neutral:
Examples: “Explore Fund”, “Read Full Report”, “Get in Touch”. Use sentence case (not all caps), unless very short (e.g., “APPLY”). Never use exclamation marks or emojis in call-to-actions.
LOGO COMPONENTS
Logo & Marks
The Vintage Funds identity consists of a primary wordmark lockup and a geometric emblem, designed to reflect sophistication, structure, and discipline. Together, they create a modern-yet-timeless identity that scales across digital, print, and physical applications.
Logo Usage
The name “Vintage” must always be presented with clear distinction — never as "vintagefunds", "VintageFunds", or "VINTAGE". This consistency ensures that our brand is recognized, respected, and trusted across all platforms.
The geometric emblem represents the thoughtful structure behind our investment approach, while the refined serif wordmark conveys timelessness and authority.
Logo Variations
The Vintage logo is available in two primary variations: a horizontal lockup combining the emblem with the wordmark, and a standalone emblem. Each version is provided in both light (for dark backgrounds) and dark (for light backgrounds) colorways to ensure clarity and consistency across all use cases.
HOW WE USE COLORS
Colors
Our tone should reflect our core values: clarity, discipline, trustworthiness, and composure.
#FE604B
Primary accent color. Use for buttons, links, highlights, CTAs.
#6C6F77
Secondary text, lines, borders, or subtle UI components.
#BDC7DB
Accent background. For sections, info panels, or visual contrast.
#2E3959
Secondary background and large blocks of color. Use in headers.
#0F1423
Primary background color. Used in hero sections, footers, nav.
#FFFFFF
Neutral background. Main canvas for most content sections.
TYPEFACES AND USAGE
Typography
Typography is a core component of Vintage Funds’ identity. Our type system reflects our dual nature: classic and composed, yet digitally modern. It uses a serif/sans pairing that brings balance between editorial credibility and UI clarity.
Use Case
Typeface
Purpose
Headlines
Times New Roman
Elegant, institutional tone for major titles
Body/UI
Red Hat Text
Clean, modern sans-serif for readability
HEADLINE - 80 px
Times new roman
heading 02 - 56 px
Times new roman
heading 03 - 36 px
Times new roman
heading 04 - 22 px
Times new roman
body 03 - 24 px
Red Hat Text
body 02 - 20 px
Red Hat Text
body - 16 px
Red Hat Text
BRAND ELEMENTS
Design Elements, Visual Assets and Brand Applications
Beyond logo, color, and typography, the Vintage Funds visual language includes a set of distinctive design motifs. These subtle yet intentional elements reinforce the brand's structure, clarity, and modern institutional tone.
TRUST AND CONSISTENCE
Questions?
Please follow our guidelines meticulously for trust and recognition. Feel free to reach out to Bruno, Creative Director at Apta Agency if you have any questions.
BRAND DESIGN BY APTA