Source: https://adamou-financial-consulting.vercel.app/brand/

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 SVG

    
   ](https://adamou-financial-consulting.vercel.app/assets/afin-mark.svg) 

Keep 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

    
   ](https://adamou-financial-consulting.vercel.app/assets/afin-favicon.svg)     

Adamou Financial Consulting

  

Browser tab preview

       

16 × 16

       

32 × 32

       

48 × 48

    

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
](https://unsplash.com/photos/winding-path-through-a-green-mountain-valley-MIfIDLi_PIE)