BRAND STYLE GUIDE
2025
Attributes
ATTRIBUTES These three attributes that best represent the brand of Unicorn Strategies wherever & whenever it shows up!
DEPENDABLE Attribute One CLEVER Attribute Two TRUSTWORTHY Attribute Three
Attributes Logo Color Typography
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Logo
PRIMARY LOGO The primary logo is one of the brand’s most essential elements. It is a unique and modern signifier of the Unicorn Strategies brand. It is comprised of an icon and a typeface. The icon is the Unicorn Horn, and the typeface is Sublima.
Attributes Logo Color Typography
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SECONDARY LOGO The Secondary logo represents the brand when space is a premium or as instructed by those authorized to do so or by the founder. It is comprised of an icon and a typeface.
Attributes Logo Color Typography
The Unicorn Strategies brand name has been shortened to its first letters in this version.
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THE UNICORN HORN The Unicorn Strategies’ Icon is the The Unicorn Horn . The Unicorn Horn is placed above the letter “I” in the word Unicorn. The three points of the horn represent the brand’s areas of expertise expounded on below.
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Attributes Logo Color Typography
1 Communication
Internal/External Communication Strategy & Execution Crisis Communications
2 Connection
Relationship Management Public Affairs Community Engagement
3 Counsel
Executive Counsel Legal/Risk Management Trusted Advisor
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LOGO COLOR The logo may be used on either a black or white background. Use the elements in your piece of communication to determine the color of your logo for maximum contrast and clarity. If your background light is black, you should use the black text logo. If your background is dark, use the white text logo. Over photography, you may use either, but be sure it is clear and legible. One way to ensure this is by adding a light or dark layer over the photography as needed. Never use the logo in any of the primary colors.
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Attributes Logo Color Typography
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1 The black text logo for white backgrounds. 2 The white text logo for black backgrounds. 3 The black text logo for gray backgrounds.
4 The white text logo with dark layer for photographs
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CLEAR SPACE Minimum Size
For clarity across digital and print application, the logo should never be reproduced at any size below the adjacent guidance. Clear Space To look its best, the logo needs space to stand out. We have defined parameters to make sure no other elements encroach on this clear space.
Attributes Logo Color Typography
140 X 132 px
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LOGO USAGE The primary Unicorn Strategies logo should be used in formal/ corporate environments as it pertains to establishing an official communication. Examples: Letterheads, presentations, business cards, press releases, etc. The Secondary logo can be used more broadly and in less formal communications. It can also appear as a complementary asset to the primary logo. Examples: Social media, apparel, pens, lapels, and other places where space is a premium.
Attributes Logo Color Typography
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LOGO MISUSE The Unicorn Strategies’ logo is the most important asset of the visual brand identity. We must take care to avoid altering or editing the logo in any form or fashion that is not explicitly detailed in this guide. The alterations made to the logo on this page are by no means an exhaustive list of the possibilities. They are only meant to illustrate the point.
Attributes Logo Color Typography
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Colors
PRIMARY COLORS The main set of colors used for the Unicorn Strategies’ brand are purple, green, black and white. These colors are used in all pieces of communications about the brand. Unicorn Purple should be used as an accent color or for lines. Unicorn Green is also an accent color but should appear more often. To highlight specific items against the black background. Black is meant to be used as background for content and for photos that have their backgrounds removed. White is meant to be appear as the text and line color against the black backgrounds that appear often in the Unicorn Strategies visual identity.
Unicorn Purple
Black
Unicorn Green
White
#904588 RGB: 144.69.136 CMYK: 50.87.15.1 Pantone: 512 C
#16A86B RGB: 22.168.107 CMYK: 80.7.78.0 Pantone: 340 C
#000000 RGB: 0.0.0 CMYK: 0.0.0.100 Pantone: 6 C
#FFFFFF RGB: 255.255.255 CMYK: 0.0.0.0 Pantone: 000 C
Attributes Logo Color Typography
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COLOR DISTRIBUTION Not all brand colors should applied equally, the graphic adjacent to this paragraph shows how colors should be distributed across the visual brand identity.
5%
Attributes Logo Color Typography
15%
30%
50%
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Typography
PRIMARY TYPE There is one typeface used for all of the headlines, paragraphs, and captions. The typeface can be used in both it’s bold and light variations.
Sublima Light designed by Mihai Sorin AaBbCcDdEeFf
Attributes Logo Color Typography
Get It Right & Get It Done.
Sublima Light abcdefghijklmn opqrstuvqyz ABCDEFGHIJKLMN OPQRSTUVQYZ 1234557890!@#$%^&*
Sublima Bold abcdefghijklmn opqrstuvqyz ABCDEFGHIJKLMN OPQRSTUVQYZ 1234557890!@#$%^&*
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SECONDARY TYPE The secondary typeface is Helvetica Neue. It is used for the web only. The typeface can be used in it’s bold, medium, regular, and light variations.
Helvetica Neue designed by Linotype AaBbCcDdEeFf Get It Right & Get It Done.
Attributes Logo Color Typography
Helvetica Neue Regular
Helvetica Neue Bold
abcdefghijklmn opqrstuvqyz ABCDEFGHIJKLMN OPQRSTUVQYZ 1234557890!@#$%^&*
abcdefghijklmn opqrstuvqyz ABCDEFGHIJKLMN OPQRSTUVQYZ 1234557890!@#$%^&*
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HIERARCHY Whenever we write and design copy, please ensure to use the follow examples as guidance.
Headline: Sublima Light UNICORN STRATEGIES
Attributes Logo Color Typography
Subline: Sublima Bold Get It Right & Get It Done.
Unicorn Strategies (US) is a professional services organization focused on empowering leaders through fractional services inclusive of chief of staff, general counsel, government and public affairs and crisis management. We envision empowered, confident, trusted leaders of organizations that can effectively communicate across an enterprise, break down silos and impact their organizations. Sublime: Sublima Light
Sublime: Sublima Bold www.unicornstrategiesllc.com
Button: Helvetica Neue
Contact Us
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HIGHLIGHTS We often use color to highlight certain words on a page for emphasis. The highlight color should be brighter than the rest of the sentence or paragraph, and is usually Unicorn Green or Unicorn Purple.
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Attributes Logo Color Typography
We support leaders to help them thrive. We would love to do that for you.
Get It Right & Get It Done.
1 Background: Black, Text: White, Highlight: Green. 2 ackground: White, Text: Black, Highlight: Purple.
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Closing
APPROVAL All Unicorn Strategies marketing materials must follow the direction given in this document. An authorized representative must approve all designs. Approvals may be submitted directly to the CEO/Founder La’Keitha Carlos . If you are a vendor, we require electronic or physical proof before any item is printed, published, or otherwise executed. Questions Prevent Mishaps! Do Not Hesitate to Ask!
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WWW.UNICORNSTRATEGIESLLC.COM
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