Alignment over activity
Busy teams are not the same as aligned teams.
We talk about shared direction, linked OKRs, and progress the board can see, not busyness for its own sake.
Brand values
These principles shape product decisions, marketing, and how we show up for leadership teams. They are non-negotiable in external communications.
Clarity over noise
Leaders should see what matters without another dashboard maze.
We reduce fragmentation: one command centre for direction, metrics, and execution. Language stays plain and specific.
Evidence over opinion
Decisions should rest on live data, not stale exports.
We emphasise KPIs, change logs, and grounded AI insight, proof leadership can act on, not hype or guesswork.
Built for leadership
Enterprise-grade execution without enterprise-grade complexity.
We respect directors and operators: boardroom rigour, frontline usability, and governance without bureaucracy.
Messaging
What we say, who we say it to, and how we prove it, consistent across web, product, sales, and partner materials.
Elevale is the strategic execution platform that turns direction into OKRs, live KPIs, and team alignment, for business directors who want clarity and direction, not chaos.
Category
Strategic execution platform, not a generic project tool or another BI dashboard. Tasks, OKRs, and live KPIs live in one system so direction, day-to-day work, and evidence stay linked, not scattered across separate apps.
Audience
Business directors, founders, and leadership teams running multi-site or growing operations. They set strategy, run reviews, and need the business to move as one, not more software for software’s sake.
Promise
Turn strategy into execution your leadership team can see and steer: living direction, measurable goals, live metrics, and AI that reads your business, not the open web.
Proof
Ground claims in product reality: OKRs linked to tasks, live KPIs, business change logs, Otto grounded in workspace data, and outcomes directors recognise (alignment, fewer blind spots, faster reviews).
Message flow
On heroes and landing sections, tell the story in three beats: open with a hook that names the tension, show how Elevale resolves it, then invite the next step. This is the narrative order, not a typography spec. Headline, body, and button styles live in Typography and UI patterns.
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You agreed the plan. Ask what's on track today and the room goes quiet.
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One command centre links direction, OKRs, live KPIs, and day-to-day tasks so your leadership team can see progress and steer without another dashboard maze.
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Start your 14-day free trial
Messaging language
- Use: command centre, strategic execution, direction, alignment, live KPIs, evidence, leadership team
- Avoid: all-in-one miracle, disrupt, revolutionary AI, best-in-class, synergy
Tone of voice
How we sound when values and messaging meet the page: confident, direct, and practical. Written for directors who need clarity, not jargon.
Clear
Say what Elevale does and why it matters in plain language. Short sentences. Concrete nouns. No filler adjectives.
Decisive
Favour active voice and outcomes leaders can picture: reviews that reflect reality, goals teams can own, metrics that update live.
Human
Acknowledge real pain: fragmented tools, strategy in slides nobody follows, reviews built on last month’s numbers. Then show a credible way forward.
On-brand sample
Turn strategy into execution your board can see
Elevale connects your direction, OKRs, and live KPIs in one command centre, so leadership spends less time reconciling spreadsheets and more time steering the business.
Word choice
- Use: clarity, execution, direction, alignment, evidence, grounded, leadership
- Avoid: synergy, disrupt, revolutionary, best-in-class, leverage (as a verb), utilise
By channel
- Marketing site: headline-led, proof-oriented, minimal exclamation marks.
- Product UI: concise labels, helpful empty states, no marketing fluff in workflows.
- Sales and decks: same promise as the site: expand with customer proof, never contradict positioning.
Otto
Otto is an otter: Elevale’s AI strategic advisor and brand character. He is not a human spokesperson. He must always represent a solution, not a problem, and bring clarity, energy, and joy with purpose.
What Otto represents
Clarity, energy, and joy, never a mascot, never a prop.
He is the character face of our AI Strategic Advisor: an otter who makes grounded advice feel approachable. He is a thinking partner tied to your strategic direction, OKRs, KPIs, wiki, and market context. Every appearance should show the way forward: a clearer brief, a resolved blocker, momentum from insight to action, not the mess before Elevale.
In product
Otto is the AI Strategic Advisor inside the platform: voice and typed chat, inline references to live KPIs and OKRs, and help turning insight into updated direction, goals, and tasks. He is the go-to advisor for big and small questions: functional, grounded, and always tied to workspace data.
In brand & marketing
On the website and in communications, Otto appears when he can demonstrate a solution: introducing the command centre, showing how clarity lands, or signalling AI that understands the business. Not a mascot at the margin of the page. Not a prop beside empty hype. Purpose first.
In campaigns
In campaigns Otto supports strategic clarity, execution, and AI grounded in real work, never comic relief, never the personification of the problem. Show direction emerging, decisions unblocking, or leadership getting answers without another dashboard. Approved artwork only.
Contact team for approval Any use of Otto, whether for internal decks, external ads, social, or partner materials, needs brand approval before publish.
Guidelines
This
- Use Otto only when he represents a solution: clarity, grounded advice, energy, or momentum from insight to action.
- Include him when Elevale storytelling needs a clear guide to the answer: vision, proof, AI that knows your business, not isolated feature jokes.
- Let him bring clarity, energy, and joy. Witty, direct, and confident like Elevale voice, never sarcastic, chaotic, or childish.
- Use approved Otto artwork from the brand kit. Do not redraw, recolour, or stretch the character.
- Involve the brand team early on campaigns, merch, or social so usage stays intentional.
Not this
- Do not cast Otto as the problem: confusion, failure, chaos, or “before Elevale” misery. He shows the solution, not the pain.
- Do not treat him as a mascot. No clip-art cameos, no grinning beside copy he does not support, no brand wallpaper.
- Do not use him as a prop. No holding empty signs, pointing at unrelated offers, or filling space because the layout feels bare.
- Do not use him as filler, wallpaper, or emoji-style decoration with no message.
- Do not put him in technical docs, legal pages, or contexts that contradict leadership-grade positioning.
- Do not create new poses, costumes, or messages without approval, even for internal slides.
- Do not alter his appearance, proportions, or pairing with non-approved logos or partner marks.
Anatomy
Go to logo libraryThe lockup is the default Elevale logo: logo mark plus wordmark in one file. The strapline is separate marketing copy. We use it often on the site, but it is not part of the lockup artwork.
Parts of the logo
Use these names consistently in briefs, decks, and the brand kit. When we say Elevale logo, we mean the lockup unless we explicitly ask for the logo mark alone.
- Logo mark
- The interlocking pink and purple squares on the left.
- Wordmark
- The Elevale name in Coolvetica Condensed on the right.
- Lockup
- Logo mark and wordmark together. This is the default logo file.
Strapline
The Strategy That Never Dies
Typical placement on a hero
Often appears above the hero headline. Keep it out of exported logo files unless brand approves a custom lockup.
What the logo mark means
The logo mark is two squares, offset and interlocked. They read as separate modules that chose to meet: where there was a gap between strategy and execution, between what leadership said and what the business could show, there is now a deliberate touch. Not a blur. Not a takeover. A connection you can see.
The overlap is the point. That shared edge is where Elevale lives.
From disconnect to joint effort
Spreadsheets in one corner, OKRs in another, reviews built on last month’s exports. The logo mark is the opposite of that drift: two planes that slide into register so the business stops contradicting itself in public.
The seam is the command centre
The shared corner is not decoration. It is the junction where brief, metrics, and team action are meant to meet. Elevale is the product in that overlap: one surface for direction, measurement, and follow-through.
Interlocked, still moving
The offset suggests forward motion without collision. Strategy does not crush operations; data does not bury people. The squares advance together, like priorities that finally pull in the same direction.
Elevation at the join
Elevale takes its lift from that junction. Alignment is not a poster on a wall; it is the moment the organisation rises above noise because intent and evidence share the same edge. The logo mark is small. The idea is not.
Pink & purple in the logo mark
Pink and purple each have a job in the mark. Pink is warm: direction, momentum, and the push to decide. Purple is cool: evidence, structure, and proof you can steer by. Keep them on their own square; they only share the edge where intent meets proof. HEX, RGB, and UI rules are in Core colours.
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Pink
Direction and momentum
A warm magenta with clear energy. In the mark it sits forward: the eye reaches it first, the same way leadership has to name what matters next.
Represents Intent before proof: where the business is going, what gets prioritised, and the energy to move.
In the logo mark, pink leads the story. In product UI it is the action layer: primary buttons, priority states, and moments that need a clear decision.
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Purple
Evidence and structure
A calm blue-violet with depth. It sits slightly back from pink’s warmth and carries metrics, structure, and proof in a steady, trustworthy tone.
Represents What the business can show: live KPIs, linked work, structure, and steer-by data leadership can trust.
In the logo mark, purple completes what pink starts. In product UI it carries metrics, navigation emphasis, and surfaces where clarity matters more than decoration.
Sizing & spacing
Maintain clear space equal to the height of the pink corner module on the logo mark (20px at standard lockup size) on all sides of the lockup.
x = height of the pink corner module on the logo mark (20px at standard lockup size). Keep at least one x of space on all four sides of the lockup.
Variants
Go to logo libraryDownload approved lockups and logo-mark-only files. Use the lockup for marketing; use the logo mark alone only where space is tight and the brand is already recognised.
Lockups
Logo mark only
For favicons, app icons, avatars, and compact UI. App-tile files include the coloured background; do not crop or recolour.
Usage
Use the full-colour lockup on light backgrounds and the lockup on dark for solid dark backgrounds. On photography or busy surfaces, add a solid overlay or switch to the reversed lockup so the mark stays legible.
Approved backgrounds
Light Dark Things to avoid
Don't stretch or distort
Don't add outlines
Don't rotate the lockup
Don't place on busy backgrounds without contrast
Do maintain clear space
Core colours
Pink and purple work as a pair, not substitutes. Pink draws the eye toward direction and action; purple holds the operational truth underneath. Neutrals do the heavy lifting in product UI and long-form reading.
How they work together
Use pink when you want momentum or a primary action. Use purple when you are showing structure, metrics, or trust through data. The pink-to-purple gradient is for heroes and premium bands only. See Gradients.
Brand pink
Brand pink. Direction, CTAs, and the leading square in the logo mark. Do not shift hue or saturation.
#E20F7A rgb(226 15 122) --pink
Brand purple
Brand purple. Evidence, product UI structure, and the trailing square in the logo mark. Do not shift hue or saturation.
#5270F5 rgb(82 112 245) --purple
Pink light
#FCE4F1 rgb(252 228 241) --pink-light
Purple light
#EEF0FE rgb(238 240 254) --purple-light
Dark
#111318 rgb(17 19 24) --dark
Black
#0A0A0A rgb(10 10 10) --black
White
#FFFFFF rgb(255 255 255) --white
Off-white
#F9FAFB rgb(249 250 251) --off-white
Gradients
Gradients blend pink into purple: the same story as the logo mark, made continuous. Use them sparingly on heroes, CTAs, and premium marketing bands, never behind body text.
Dark brand gradient
#0D1117 · rgb(13 17 23)
#111827 · rgb(17 24 39)
#1A1040 · rgb(26 16 64)
Pink to purple
#E20F7A · rgb(226 15 122)
#5270F5 · rgb(82 112 245)
Display: Coolvetica Condensed
Download CoolveticaHeadlines, hero titles, and section labels. Use sentence case for marketing; avoid all caps except short labels.
Strategic execution, made clear
Body: Satoshi
Download SatoshiBody copy, UI labels, and supporting text. Weights 400, 500, and 700 are approved.
One platform for direction, KPIs, OKRs, and team alignment.
Photography
Photography sits alongside product UI, diagrams, and marketing graphics. We use it in campaign heroes, UI mock-ups, workplace and team moments, and small avatars inside app screens (timelines, org charts, assignee chips). Every image should support strategy and execution with clear copy, brand colour, and context.
Where photography shows up
Production photography spans campaign frames, UI mock-ups, workplace shots, team portraits, and UI avatars. Each type has its own sizing and sourcing rules in the cards below, plus a short list of what not to ship.
Campaign and launch creative
Pair a person or approved brand character with a composed scene: gradient or colour band, headline, and product UI in front. Warmth and credibility come from the human side; proof comes from the interface. Cutouts may extend above the band when legibility stays strong.
UI mock-ups and product scenes
Build stylised UI graphics and composed scenes, not photos of named hardware (no iPhone, MacBook, or other branded device bezels). Use neutral screen shapes, layered cards, or abstract frames so visuals do not date when products refresh. Pair photography with UI when it helps the story; keep type and cards readable. Source at full resolution; do not stretch low-res crops.
Workplace and office photography
Show real offices, workshops, and working moments for about pages, culture bands, careers, and editorial blocks. Prefer natural light, authentic spaces, and diverse teams over generic stock offices. Add a solid or gradient overlay when copy sits on the image.
Team and leadership portraits
Use approachable portraits and small groups for leadership, social proof, and partner content. Keep wardrobe neutral or on-brand. Compose with product UI or headlines when the shot supports a campaign, not as disconnected headshot wallpaper.
Avatars in product UI
Cropped portraits at avatar size (roughly 24–40px) in timelines, org charts, assignee chips, and social-proof rows. Use approved avatar crops from the brand kit only at this size. Never upscale avatar files for heroes or campaign bands.
Do not use
Random headshot grids, handshake stock, full-bleed photo heroes with no product or message context, or mock-ups locked to recognisable consumer devices. Photography should explain the platform, show real work, or reinforce the headline. If it does neither, choose graphics or UI instead.
Campaign-style composition
Launch and campaign layouts pair a real person or brand character with a product UI card on a bold brand background. The headline carries the promise, the UI card carries proof, and photography may overhang the top edge when feet stay anchored to the bottom of the band.
Example composition. Use high-resolution, licensed photography or approved brand cutouts at full campaign size.
Avatar library (UI display size)
Approved crops for mock-ups and product UI only. Display at the size below. For campaigns, workplace, or team bands, source separate photography at full resolution.
File quality and delivery
Campaign, mock-up, workplace, and team photography should be at least 1200px on the long edge before export. Deliver WebP or AVIF for web. Avatar kit files stay at their native small size. Request brand review when mixing photography with partner logos or co-branding.
Marketing graphics
Across the website, feature pages, and campaigns we use UI-style cards, soft overlays, and restrained brand colour. The goal is depth and clarity, not decoration for its own sake.
Restraint over noise
One primary visual per hero or section is enough. Let copy, spacing, and a single stacked card group carry the story. If everything shouts, nothing lands.
Colour with structure
Neutrals (white, off-white, dark text) hold the layout. Pink and purple appear as accents: top edges on cards, chart lines, badges, and gradient bands on dark sections. Do not fill large areas with full brand gradients behind dense UI.
Depth through layering
Use two or up to three overlapping cards with offset position, light rotation, and soft shadow. Two cards is enough when the story is simple; add a third only when it adds context. The front card carries the message; rear cards suggest supporting detail.
Overlays and panels
Place graphics inside specimen panels or on calm backgrounds. On photography or dark bands, add a solid or gradient overlay so type and cards stay legible. Cards sit above the background; they do not compete with it.
Recommended
Example with up to three cards: each layer has a title and one UI cue. The front card carries the headline; rear cards stay lighter but still readable. Use two when that is enough.
Avoid
Flat grids of loud gradients, competing shapes, and equal-weight blocks. Reads as clutter and weakens the product story.
Usage rules
- Use two or three cards in a hero stack, never more than three. Stop at two when a third layer would not add context.
- Keep card interiors mostly neutral. Use pink or purple for one accent per card (edge bar, dot, spark line, or badge).
- Reserve full pink-to-purple gradients for heroes, CTAs, and dark bands. See Gradients and Core colours.
- Use real product UI patterns for feature and homepage graphics where possible. See Product UI.
- Animate entry with short, staggered motion (fade and slight lift), not constant movement. See Motion.
- When Otto or photography appears beside cards, give the graphic room to breathe. Do not crowd the stack.
Product UI
Download brand kitStart from real Elevale app screens and UI patterns in screenshots and marketing graphics. You may simplify, crop, or remove secondary controls when that makes the value clearer. Keep calm neutrals, Satoshi for UI copy, and pink or purple only where the product actually accents state, charts, and actions.
Real UI, simplified for the story
Build from authentic Elevale layouts, type, and components. For marketing, it is fine to minify the interface: drop side panels, trim nav, or hide features that do not support the message. The goal is to explain what matters, not to show every control on screen. Do not paste UI into random browser windows or recolour a generic dashboard template to look on-brand.
Colour where the product uses it
Backgrounds stay white or off-white. Pink and purple appear on active nav items, progress, chart series, badges, and primary buttons inside the app. Do not flood the screenshot with gradients that do not exist in the live UI.
Focus on one job-to-be-done
Tighten the frame on the workflow you are explaining: direction, OKRs, KPIs, or dashboards. Remove empty space, unrelated modules, and UI noise so the viewer sees one clear outcome, not the whole product at once.
Match the medium
Full, documentary-style screenshots belong in case studies, docs, and sales decks. For website heroes, prefer simplified crops or the layered card graphics in Marketing graphics when you need depth without showing the entire app.
Capture and export
- Capture from staging or production with real copy and labels. Simplify or crop the UI when it clarifies the value; do not add fake modules. Blur or anonymise customer names if needed.
- Do not stretch, skew, or round corners differently from the product.
- Keep pink and purple accents in the same roles as the app (nav, charts, CTAs). See Core colours.
- For marketing heroes without a full screenshot, use stacked UI cards per Marketing graphics.
- Export at 2× resolution for crisp slides and web; prefer PNG or WebP with sRGB colour.
- Latest approved captures live in the brand kit on Google Drive. Request access before external publish if unsure.
UI patterns
Product and marketing UI share radii, shadows, and button treatments from the design system.
Use one primary action per view. On light marketing surfaces, pair it with a text secondary or an outlined pill. Reserve ghost buttons for dark backgrounds only.
Primary CTA
Hero pair (primary + text secondary)
Outlined secondary (light surfaces)
Ghost (dark surfaces only)
Medium radius (12px)
Card shadow
Iconography
Elevale uses Lucide outline icons across marketing pages, feature sections, and UI mocks. One family, one stroke weight, and a small size scale keep navigation and cards scannable.
Principles
Size scale
Stick to 16, 20, and 24px. Marketing feature cards may use 28px for emphasis; do not invent one-off sizes.
Colour on surfaces
Where icons appear
Icon library
Every Lucide name registered on the marketing site. Search, then copy the name for design handoff or grab ready-made snippets for Astro and Webflow blocks.
Usage rules
- Keep icons monochrome on light UI; use white on brand gradients and dark app backgrounds.
- Pair icons with labels for primary navigation and main CTAs.
- Do not mix filled and outline sets on the same surface.
- Align icon size to text: 16px with captions, 20–24px with body and headings.
- Use
aria-hidden="true"on decorative icons; the adjacent text carries meaning. - Marketing pain and benefit cards: one icon in the header, pink on white, see Marketing graphics spacing.
- Product UI patterns for buttons and cards live in UI patterns; icons follow the same radii and density.
- Request brand review before icon-led partner campaigns or custom pictograms outside Lucide.
Motion
Elevale uses motion across the marketing site and product: ambient hero movement, scroll reveals, hover states, staggered cards, and GIFs that add warmth and humour. Motion should guide attention and reinforce clarity, never compete with the message.
Principles
Purposeful
Every animation answers a question: what changed, what matters next, or what succeeded. If motion does not help someone scan, understand, or celebrate, remove it.
Restrained
One focal motion per viewport. Avoid looping chaos, parallax for its own sake, or multiple elements bouncing at once. Marketing graphics already use depth; motion should not overload the stack.
Consistent timing
Use ease-out for entrances and ease-in-out for toggles. Most UI transitions sit between 200ms and 400ms; hero ambience can run longer but stays subtle.
Respect reduced motion
Wrap decorative loops and drift in prefers-reduced-motion: no-preference. Core state changes (open menus, focus) may still animate lightly or snap instantly when users request reduced motion.
Where motion shows up
These patterns appear throughout elevale.com and feature pages. Match them when extending the site or partner collateral.
- Hero & presence Soft background orb drift, gradient glow, and headline emphasis on the homepage and key landers. Slow, low-amplitude loops that feel alive without pulling focus from the CTA.
- Navigation & app shell Nav background, link colour, and mobile drawer transitions (~200–300ms). Dropdowns fade and slide; buttons lift slightly on hover with a short transform.
- Cards & stacks Staggered fade-and-lift on marketing card stacks and feature grids. Short delays between siblings (roughly 40–80ms) so content reads top to bottom, not all at once.
- Scroll & reveal Sections enter as they enter the viewport: opacity and translateY, not horizontal slides. Tie reveals to reading order; do not re-trigger on every tiny scroll nudge.
- Product & mocks Feature page UI mocks use subtle state change, tab switches, and playful GIF reactions in chat or task threads. When Otto is in voice mode, the <a href="#motion-voice-orb">AI voice orb</a> signals listening and thinking. See that section for purpose and animation.
Timing reference
Micro 150–200ms Hover, focus rings, icon nudges
Standard 200–400ms Buttons, panels, nav, card hover
Emphasis 400–600ms Modals, large reveals (use sparingly)
Ambient Continuous AI voice orb glow and breath (audio-driven in app)
AI voice orb
A soft, glowing sphere in the Elevale app when talking to Otto by voice. It shows the session is live and reacts to sound, while transcript text and Otto's reply carry the actual message.
Overview
In the product, the orb is drawn live on screen (not a video file or a static image). It is the main visual for voice mode: calm when idle, more active when someone speaks, and warmer while Otto is talking. It is not a logo, a chart, or a spectrum analyser with bars.
Where it appears
The same orb component is used in two layouts, driven by the same voice session:
- Fullscreen voice
Large orb (about 320px) centred in the voice screen. Tapping the orb can interrupt Otto while he is speaking.
- Floating widget
Small orb (about 92px) in the minimised voice chip. Tapping returns to the chat view; mute and end controls sit over the orb.
What it responds to
Movement follows real audio from the session, not random animation:
- Your voice The orb brightens and moves with the microphone while you speak (unless muted).
- Otto speaking When Otto plays a voice reply, the orb reacts to that audio too, with a gentle extra pulse so it is clear the assistant is talking.
- Quiet moments During an active session the orb still breathes softly so the UI feels alive, even in silence. It does not disappear between words.
- Muted mic Mic input is ignored. The palette shifts to cooler slate tones, ripples and particles stop, and a muted icon appears on the orb.
- Session ended Voice mode closes or returns to chat. The orb stops reacting and should not keep pulsing as if a call were still open.
General structure
Think of the orb as layered soft light, not a hard 3D ball or a waveform display:
- Outer glow A wide, pastel halo around the sphere. Brand pink and lavender when active; muted slate when the mic is off.
- Ripple rings A few soft rings that expand outward. They suggest energy, not individual frequencies.
- Main sphere A diffuse centre with no sharp iris or pupil. Size breathes slightly with bass and overall energy.
- Inner clouds Soft lobes of colour that drift inside the sphere as mid and low tones rise and fall.
- Particles Many tiny motes orbit the centre, faster when the conversation is energetic. They are decorative, not data points.
Feature pages on elevale.com use a simplified CSS version of this look for static mocks. The live app orb is richer and tied to real microphone and playback audio.
Brand reference specimen
Colour
Pastel pink and lavender glows mixed from brand primaries toward white. No rainbow shifts, flat fills, or sharp edges. Muted state uses slate neutrals only.
UX and accessibility
- Always pair with text Live transcript, session labels, and Otto's written reply sit beside the orb. Never rely on the animation alone.
- Screen readers The drawing is hidden from assistive tech. Parent screens announce status (for example assistant speaking, microphone muted).
- Reduced motion When users prefer less motion, movement slows and smooths. The orb may stay as a calm static glow rather than dancing.
Rules
- Use only in Otto voice chat (fullscreen or floating). Not for marketing heroes, generic loaders, or error toasts.
- Do not turn the orb into a bar chart, logo lockup, or mascot sticker. No numbers or labels inside the sphere.
- Keep fullscreen and floating sizes consistent (about 320px and 92px). Do not invent new orb sizes without product design review.
- Muted state must be obvious: cooler colour, no particles, mic-off indicator, with copy that says the mic is muted.
- Marketing mocks may simplify the orb; do not promise extra effects in ads that the app does not ship.
Character and tone for Otto live in Otto.
UI motion specimen
Hover the card and button to see typical easing and duration.
GIF usage
GIFs are how Elevale feels like real people, not a corporate brochure: celebrations in product, reactions in chat, and the occasional silly loop on marketing. Use them when the moment deserves warmth or a grin, still kind and on-brand, but never stiff for the sake of looking 'serious'.
Good moments for GIFs
- Celebrating wins: OKR progress, task completion, team milestones, or heroes that need a human high-five.
- Reactions inside product UI: chat, comments, or advisor threads where a short loop adds humour or encouragement.
- Marketing sections that show real outcomes (clarity, momentum, relief), with personality in the story, not another generic stock smile.
Approved celebration and reaction GIFs ship with the site assets and brand kit. Request additions through the brand team. We are open to playful loops that still feel unmistakably Elevale.
On-brand
Approved library GIF, playful or celebratory tone, supports the message, reasonable file size.
Not permitted
Controversial, political, offensive, or unrelated meme culture. No shock, gore, or bait.
Do
- Choose GIFs that feel upbeat, a bit jokey, and human, like teammates celebrating, not a boardroom slideshow. Funny is welcome when the moment fits; avoid bland, stiff, or try-hard 'corporate professional' energy.
- Place GIFs where people are already in a good moment (celebration, encouragement, completion), not as random filler.
- Use files from the brand kit or the approved site library. Do not hotlink unknown URLs.
- Treat decorative GIFs as images: empty alt when purely decorative; describe the moment when it carries meaning.
- Prefer optimised loops, lazy-load below the fold, and avoid multiple large GIFs in one viewport.
Don't
- No controversial, divisive, or viral stunt content, even if trending.
- No slurs, stereotypes, violence, gore, sexual content, or humiliation at anyone’s expense.
- No political campaigning, protest imagery, or partisan messaging.
- No flashing, strobing, or rapid loops that fight readability or trigger sensitivity.
- No new GIFs in paid campaigns, partner assets, or email without brand approval.
Affiliates
Referral programmeAs an affiliate or referral partner, you introduce Elevale to your audience using our official name and look. Keep Elevale recognisable as Elevale (not a white-label offer of your own). Use approved assets from this hub, and get written brand approval before paid or high-visibility campaigns.
Non-negotiable
Unlike resellers, affiliates do not white-label. If you need to sell under your own brand, read Resellers. If you only share Elevale with your network, this section applies.
You must
- Use logo, colour, and template files from the brand kit or logo library only. Do not recreate the mark.
- Use an approved full lockup on every asset. Match the background: full colour on light, lockup on dark or reversed on busy surfaces. See Logo usage and clear space.
- Stay within Messaging, Tone of voice, and Brand values. No hype, guarantees, or feature claims we have not published.
- Send traffic through your assigned Elevale referral link so sign-ups attribute correctly. Do not use stripped or redirected URLs that bypass tracking.
- Disclose your affiliate or referral relationship clearly where required (for example paid social, email footers, and blog posts).
- Submit paid ads, landing pages, webinars, and co-branded email sends for written brand approval before they go live.
You must not
- Alter, recolour, animate, rotate, outline, or pair the logo with effects that are not in these guidelines.
- Present Elevale as your own platform, remove our name, or imply you built or own the product.
- Promise outcomes, pricing, integrations, or compliance we have not confirmed in writing.
- Bid on Elevale brand terms in search ads without prior written approval.
- Use Otto in ads, thumbnails, or social creative without approval. See Otto.
- Mimic or misrepresent our brand in a way that could confuse people. Do not speak, design, or present yourself as if you are Elevale, our team, or the owner of the platform. Do not imply we endorse services outside the referral programme.
- Commission custom illustrations of the logo, merge it into third-party templates, or use stock imagery that mimics our logo mark.
Approved assets to use
Pull from the brand hub and kit. When in doubt, use fewer elements rather than improvising.
- Full colour, on dark, and reversed lockups (SVG/PNG). Logo mark only where space is tight and the brand is already known.
- Pink, purple, neutrals, and gradients exactly as defined in Core colours and Gradients.
- Headlines and proof points from this hub or the marketing site. Do not invent new taglines.
- Slides, social crops, and email headers from the brand kit when available. Extend layout, do not redraw the logo.
Correct affiliate placement
Elevale lockup prominent, approved colours, clear CTA to your referral link, and honest disclosure.
Recoloured logo, invented product name, or your brand replacing ours on an Elevale promotion.
Customer referral participants should follow this section for any public mention of Elevale. Programme rules and commissions are on the referral programme page.
Enforcement
Elevale may pause or end affiliate access, withhold commissions, or require takedown of non-compliant assets. Repeated or serious misuse can end the relationship.
Resellers
Apply as a resellerApproved resellers run Elevale as their own product. White-label is built in: your logo, primary colour, and domain across every client workspace, with minimal Elevale branding in the client experience. You stay front and centre; we power the platform behind the scenes.
What white-label gives you
The reseller programme is built for your client relationship and your go-to-market, not for promoting Elevale as the lead brand.
- Present the platform under your identity in every client login, email, and workspace.
- Set your own pricing across Foundation, Business, and Professional plans.
- Market and sell as your methodology: strategy, OKRs, KPIs, and reporting in one branded system.
- Choose which modules clients receive and whether they work with your team or the built-in AI advisor.
In the product vs how you sell
Clients only see your brand inside the workspace. In your marketing and sales, present the platform as your product and methodology, under your name and look.
White-label resellers do not sell as an Elevale affiliate. Co-branding with our lockup is only for rare cases when both names must appear on one asset. See Co-branding if that applies; otherwise keep Elevale out of client-facing and go-to-market creative.
When to check in
You do not need approval for everyday white-label configuration inside the partner console. Contact Elevale before external campaigns that mention Elevale by name, use Otto, or blur the line between your brand and ours.
Co-branding
When both Elevale and a partner mark appear on the same asset (website hero, slide, event banner), use co-branding rules. Affiliates promoting Elevale alone should follow Affiliates. Reseller white-label is separate: Resellers.
- Minimum partner logo height: 24px; maintain equal visual weight where lockups are side by side.
- Use a vertical divider or 24px spacing between marks, never overlap.
- Don't alter Elevale colours or add effects to either mark.
Brand kit
Download logos, colour references, and templates from our shared brand folder.
Download Brand Kit
What's included
- Logo files (SVG, PNG): lockups and logo-mark-only variants
- Colour reference and typography fonts (Coolvetica Condensed and Satoshi on Google Drive)
- Presentation and social templates
Glossary
Short definitions for terms used across these guidelines.
- Lockup
- The complete logo file: logo mark and wordmark together. This is the default Elevale logo. The strapline is not included in the lockup.
- Wordmark
- The “Elevale” logotype set in Coolvetica Condensed beside the logo mark. It is not used on its own in external materials; pair it with the logo mark in the lockup.
- Logo mark
- The interlocking pink and purple squares beside the wordmark. Also called the symbol in older files. Use alone only in tight spaces once the brand is recognised.
- Strapline
- Supporting line under the logo on marketing pages, for example “The Strategy That Never Dies”. Set in body or display type as the page design specifies. It is not part of the lockup artwork.
- Clear space
- The minimum empty margin around the logo where no text, graphics, or edges may intrude. It keeps the mark readable and uncluttered.
- x
- The unit used to measure clear space: the height of the pink corner module on the logo mark at standard lockup size (20px). Every side of the lockup needs at least 1× clear space.
- Full colour lockup
- The default logo on light backgrounds: full-colour logo mark with dark wordmark. Do not use it on brand gradients or busy photography without an overlay.
- Lockup on dark
- For solid dark backgrounds: full-colour logo mark with a white wordmark. The logo mark stays pink and purple; only the wordmark reverses to white.
- Reversed lockup
- An all-white lockup (logo mark and wordmark) for brand gradients and dark app UI. Use this instead of the full colour lockup wherever the gradient or background would reduce contrast.
- Brand gradient
- The signature pink-to-purple linear gradient used on heroes, CTAs, and premium bands. Do not place the full-colour lockup on this gradient. Use the reversed lockup if a logo is required.
- Logo variant
- An approved file of the logo for a specific background or use case (for example full colour, on dark, reversed, or logo mark only).
- Affiliate
- A partner who introduces Elevale using our official brand assets and referral tracking. Affiliates keep Elevale visible as Elevale and follow the Affiliates section (not white-label).
- White-label
- Reseller configuration that replaces Elevale branding in the client product with the partner's logo, primary colour, and domain. Clients experience the platform as the partner's offer.
- Co-branding
- Placing the Elevale logo alongside a partner mark on the same marketing asset. Used for agencies and events, not for day-to-day reseller client workspaces.
- Brand kit
- The shared download folder of logos, colour references, templates, and related assets, available from the Downloads section or Google Drive.
- Display type
- Coolvetica, used for headlines and marketing emphasis. Reserve it for short, high-impact lines, not long paragraphs.
- Body type
- Satoshi, used for UI copy, paragraphs, and tables. It carries most product and long-form reading on the site.
- Colour token
- A named brand colour with HEX, RGB, and CSS variable values (for example Pink, Purple, Dark). Tokens keep design and code aligned.
- Otto
- Elevale’s otter character and AI strategic advisor. He represents solutions: clarity, energy, and joy with purpose, not problems, and never as a mascot or prop.
- Brand values
- The non-negotiable principles behind Elevale: alignment, clarity, evidence, and leadership-grade execution that inform product and communications.
- Messaging
- What we say to the market: positioning, audience, promise, and proof, expressed consistently in headlines, CTAs, and sales narratives.
- Tone of voice
- How we say it: clear, decisive, and human writing rules for web, product UI, and sales, not the same as messaging, but built from the same values.
FAQ
Quick answers about applying the Elevale brand in marketing, product, and partner materials.
Which logo variant should I use?
Use the full colour lockup on white or off-white. On solid dark backgrounds, use the lockup on dark (colour logo mark, white wordmark). For dark app UI or low-contrast areas, use the reversed lockup (all white). See Variants and Usage.
Can I use only the logo mark?
Only when space is very limited and the brand is already recognised: favicons, compact app icons, or established in-product navigation. For slides, ads, and documents, use the full lockup. See Variants.
Can I recolour, outline, or distort the logo?
No. Do not change colours, add effects, rotate, or stretch the lockup. Use an approved file from the brand kit or logo library instead of editing the artwork.
How much clear space do I need?
Keep at least one x of clear space on every side, where x is the height of the pink corner module on the logo mark (20px at standard lockup size). See Anatomy and the glossary.
Can I place the logo on photography?
Yes, if contrast is strong enough. Add a solid light or dark overlay behind the logo, or use the reversed lockup on a darkened area. Avoid busy backgrounds without enough separation. See Usage.
Where do I download official logo files?
Use Downloads to open the Google Drive brand kit (SVG and PNG logos, colour references, and templates). For the latest lockups only, use Go to logo library on the Variants section.
When can I show Elevale next to a partner logo?
Use co-branding when both marks appear on the same marketing asset (site, deck, event). Keep equal visual weight, at least 24px spacing or a divider, and never alter either mark. See Co-branding. Resellers delivering a white-label client product should follow Resellers instead.
What can resellers do with the Elevale brand?
Resellers can white-label the client experience (your logo, colour, domain) and market the platform as their own offer. Do not show Elevale branding to end clients. Full guidance is in Resellers or on the reseller programme page.
What rules apply to affiliates and referral partners?
You must use official Elevale assets, approved lockups, on-brand messaging, and your tracking link. You must not alter the logo, white-label, or run paid campaigns without approval. See the firm rules in Affiliates and programme terms on Refer a friend.
Which fonts should I use?
Coolvetica Condensed for display headlines and Satoshi for body copy and UI (weights 400, 500, 700). Do not substitute lookalike fonts. Download Coolvetica and Satoshi from Google Drive, or see Display and Body.
Who do I contact about brand approval?
For campaigns, merchandise, or uses not covered here, contact Elevale via the contact page before publishing. Include mock-ups and intended channels so we can confirm the right logo variant and co-branding treatment.
When can I use Otto in marketing?
When he represents a solution: clarity, energy, joy, and purposeful guidance, not a problem, mascot, or prop. Read Otto for contexts and approval rules, then contact the brand team before external publish.