A new introduction
Someone sent Matt an inquiry.
THE AFIN BRAND
Grounded in clarity.
Built for possibility.
A visual identity for a more personal path forward.
01 / THE MARK
A clear direction.
The overlapping mountain lines from Matt’s business card, redrawn as a clean, scalable SVG. The symbol stands on its own, without a wordmark.
Download the SVGKeep its proportions. Leave at least one peak’s height of clear space. Use on a light, uncluttered background.
THE SMALL DETAILS
A familiar mark.
Even in a small tab.
A bolder mountain mark on a warm-paper tile stays recognizable in light and dark browser tabs.
Download the favicon
Adamou Financial Consulting Browser tab preview
One scalable SVG, shown at common icon sizes.
02 / COLOR
Calm. Warm. Confident.
Mountain blue
#315E89 Deep blue
#204F60 Warm paper
#F7F4EB Sage
#78978E Sand
#E7C78C 03 / TYPOGRAPHY
Room to breathe.
Words that connect.
Georgia brings warmth to headlines. The system sans-serif keeps everyday information clear, fast, and easy to read.
TYPE IN PRACTICE
A clearer way forward.
Personal guidance. Practical steps. Your goals.
Use generous spacing, short paragraphs, and descriptive labels.
04 / OUR VOICE
Clear.
Personal.
Practical.
Speak like a helpful person.
Use familiar language, give people a next step, and put their goals first.
“A budget that fits your life.
A financial coach in your corner.”
Avoid jargon, pressure, and promises of specific financial outcomes.
05 / USING THE IDENTITY
Let the mark
stand on its own.
Keep the shape intact.
Scale the mountain symbol proportionally. Don’t stretch it, rotate it, add effects, or place text inside its lines.
Choose a quiet background.
Use the blue symbol on a light background. A white version can be used on deep blue when the mountain lines stay clear.
Protect readability.
Deep blue on warm paper is the primary text pairing. Sage and sand support the design; they should not replace a readable text color for small labels or essential instructions.
06 / IMAGERY
Real people.
A sense of direction.
Matt’s portrait introduces the person behind the business. The mountain-path photograph gives the homepage a calm, open feeling without distracting from the services.
Prefer natural images with room for the message. Avoid imagery that implies guaranteed wealth or specific financial outcomes.
View the photograph by Valentin on Unsplash