Brand Style Guide

Welcome

Our brand style guide is to be used as a reference for all Firm360 staff, partners, and vendors to maintain the consistency of the Firm360 brand. Compliance with the following standards ensures a consistent voice, quality reproduction, and maximum visual impact.

All projects must be submitted to Firm360 for approval prior to publishing, printing, and/or transmitting any materials bearing the identity.

Should you have any questions or concerns about proper usage, please contact us:

Emily Maxie
VP of Marketing
emily@myfirm360.com

Copy Guide

The copy guide consists of our brand attributes and other core descriptive content that should be used to inform our voice and tone.

Brand Promise

A cohesive experience for accounting firms and the clients they serve.

Brand Attributes

The following diagram demonstrates the personality traits that define Firm360’s voice and tone. They are broken down into things we want to express and things we want to imply.

Voice & Tone

To create a strong brand, it’s important to speak with a consistent voice. The Voice is defined by the brand’s personality. It’s foundational and should remain consistent. The Tone is the emotional inflection applied to the voice. It should be adjusted based on the particular need.

Core Attributes

Perceptive
Disciplined
Relatable
Optimistic

In order to speak directly to the needs of partners and owners, Firm360’s voice should be relatable, optimistic, and perceptive. We should emphasize our deep, first-hand understanding of accounting and demonstrate how we use that knowledge to take a disciplined approach to developing valuable and useful features.

Perceptive

We are discerning, not assuming
We are empathetic, not arrogant
We are professionals, not jack-of-all trades

We communicate with perception. We have earned the right to speak with authority about how to operate and grow an accounting firm. Our solution was created for accountants by accountants. We offer not just software, but a unique perspective with operational expertise to modernize and streamline any accounting firm.

PRACTICE & DELIVER

Every feature, every interaction, and every innovation at Firm360 is a reflection of our values. They are not just what we believe but what we practice and deliver.

Stronger Together.

We, Not Me

We prioritize the success of the team over individual gain. Aligned by shared goals and values, we collaborate, support one another, and put the collective first.

Always Learning. Always Improving

Growth-Minded

No matter how much we know, there’s always more to learn. We embrace curiosity, seek feedback, and welcome challenges as opportunities to grow.

Be Clear. Be Impactful.

Communicate with a Purpose

We’re intentional about what we share — and what we don’t. We reduce the noise by focusing on information that matters, ensuring clarity, context, and relevance. Whether with teammates or customers, we deliver the right message, at the right time, in the right way.

See It. Solve It. Take Action.

Own it

We take initiative and step up when we see opportunities to improve. But ownership doesn’t mean going it alone — we coordinate, collaborate, and involve the right people to drive meaningful change

Work, Win, and Celebrate Together.

Fun Growth

It takes a team to accomplish great things. We bring energy, support each other, and celebrate every win — big or small. We take our work seriously but never forget to have fun along the way.

Visual Branding

Download File Libary

Identity & Artwork

Identity files and supporting artwork must be used as supplied, without alteration or manipulation. The identity must be used as provided.
Vendors and other third parties should only be supplied high-resolution master files, which have been supplied in the most common graphic formats. Please contact Firm360 if you need additional files.
An identity file should never be scanned or downloaded from the Internet and used as final artwork under any circumstances.
Reproduction guidelines have been determined to maintain control of the brand. Please follow them.

Wordmark

The Firm360 wordmark is the preferred logo to be used to represent Firm360. Ideally, the logo will be used on a “Paper” background (#E0DBD1) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

Clear Space

The primary logo is most effective when surrounded by an area of clear space separated from type, other logos, and/or any other graphic element. No element should be placed within a minimum of the space equal to the overall width of the “360” to any edge of the logo. Items and layouts carrying the primary logo in conjunction with other logos must be submitted to Firm360 for approval.

Minimum Height

The primary logo should never go below.25” inch in height, or legibility may be lost. In situations where multiple logos are required in print, signage, web layouts, or other media, the presentation of the primary logo must be equal in size to the logos of the other organizations surrounding it.

Avatar & Bug

The following examples represent the approved icons for social media and other applicable applications. Either “Firm360” or “360” is acceptable in the following colorways. Please check the most current requirements for each platform before preparing additional files for the web.

FOR WEB

Colors are specified to ensure accurate, consistent reproduction and should be set up in either RGB or hexadecimal color formats.

SOCIAL MEDIA ICON SIZING

The social media avatars have been designed in a square format to accommodate most applications. A designer or social media manager will need to resize the file to the optimal size for each application.

ADDITIONAL COLORWAYS

To add flexibility, the “360” bug has been designed to work across the secondary color palette and can be used for brand extensions or to reinforce color coding.

Unacceptable Logo Variations

The following examples represent some common errors made in using logo artwork. They should be avoided. These rules apply to ALL elements of the identity. To be the most effective, the identity needs to remain consistent.

If you have a question about a specific application please contact Firm360 for creative approval.

All projects must be submitted to Firm360 for approval prior to publishing, printing and/or transmitting any materials bearing the Firm360 identity.

Do not stretch vertically

Do not stretch horizontally

Do not use with an icon

Do not add a tagline to the wordmark

Do not place the wordmark in a shape

Do not add space between “Firm”
and “360”

Illustrations

An illustration set has been customized and enhanced for Firm360. Each illustration represents a specific feature or benefit. We have also included illustration “parts” that can be used to create new illustrations in the same style. You are encouraged to do so as needed.

Dashboard Illustrations

A collection of dashboard illustrations has been created for Firm360. Each illustration represents a specific feature or benefit. Please use them without modification. If new dashboards need to be created, please replicate the existing designs’ look and feel.

Imagery

A collection of AI-rendered imagery has been created to represent Firm360. If new images are needed, please replicate the existing images’ look and feel. A small library of images is included in the file library download.

Icon Set

The icon set Tabler Icons was selected for Firm360 for its consistent line weight and flexibility. There is a sampling of icons included in our file library, but you are encouraged to use any from the complete set.

Go to Tabler Icons

Color Palettes

The primary and secondary color palettes have been created to help identify and highlight Firm360 in the marketplace. Under no circumstances should the primary color palette be altered or substituted.

There are four main types of color modes that will keep your color consistent across print, web, and merchandising. Please use the appropriate file type for each use case to keep the color as consistent as possible in all applications.

Hexidecimal: The hexidecimal code number used by web browser to consistently display color.

RGB: Red, Green, Blue is used to consistently display projected color. 

CMYK: Cyan, Magenta, Yellow, and Black is used in process printing. 

Pantone*: The Pantone Matching System (PMS) is the color standard for consistent color reproduction.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is selected the style guide should be updated.

Primary Color Palette

The primary color palette is central to the visual identity and a major point of difference for Firm360's brand. The palette should not be changed under any circumstances. The tint examples below each color represent a full range from 1%-100% that can be used in your design, UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is reselected the style guide should be updated.

Dark Green

HEX: #32332D

RGB: 50. 51 . 45
CMYK: 68 . 60 . 67 . 61
PMS: 447 C
PMS: 419 U

Background

Medium Green

HEX: #4B4D45

RGB: 75. 77 . 69
CMYK: 65 . 55 . 64 . 40
PMS: 418 C
PMS: 419 U

Headlines & Body

Light Green

HEX: #979983

RGB: 151. 153 . 131
CMYK: 43 . 32 . 50 . 3
PMS: 7536 C
PMS: 5773 U

Background

Paper

HEX: #E0DBD1

RGB: 244. 219 . 209
CMYK: 11 . 10 . 16 . 0
PMS: 9081 C
PMS: 9080 U

Background

White

HEX: #FFFFFF

RGB: 255. 255 . 255
CMYK: 0 . 0 . 0 . 0

Background

Gold

HEX: #E49800

RGB: 228. 152 . 0
CMYK: 10 . 44 . 100 . 0
PMS: 7563 C
PMS: 7408 U

CTA / Highlight

Money

HEX: #0B733B

RGB: 11. 115 . 59
CMYK: 88 . 30 . 99 . 19
PMS: 2465 C
PMS: 2427 U

CTA / Highlight

Secondary Color Palette

The secondary color palette has been designed to support the primary color palette and the Firm360 platform. It should be used for color coding, brand extensions, UX/UI, etc. The palette can be extended as needed. The tint examples below each color represent a full range from 1%-100% that can be used in your design, UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is reselected the style guide should be updated.

Red

HEX: #CD7359

RGB: 205. 115 . 89
CMYK: 16 . 64 . 67 . 2
PMS: 7618 C
PMS: 7583 U

Danger

Yellow

HEX: #EABD42

RGB: 234. 189 . 66
CMYK: 9. 25 . 86 . 0
PMS: 2006 C
PMS: 7406 U

Caution

Green

HEX: #83A958

RGB: 131. 169 . 88
CMYK: 54 . 17 . 84 . 1
PMS: 2276 C
PMS: 4212 U

Success

Cyan

HEX: #5DAABF

RGB: 93. 170 . 191
CMYK: 63 . 18 . 20 . 0
PMS: 4157 C
PMS: 4157 U

Violet

HEX: #918AC6

RGB: 145. 138 . 198
CMYK: 45 . 45 . 0 . 0
PMS: 7446 C
PMS: 7446 U

Typography

As part of a strong and consistent identity presence, we have selected two typefaces to represent the Firm360 brand. The complete families can be used to visually represent the brand and platform.

Hoefler Txt

Headlines, Call-outs, Quotes
Hoefler Txt was chosen for its visual appeal, personality, and heritage.

Open Sans

Body copy, Headlines & Subheads
Open Sans was selected for its broad appeal, legibility, and clarity.

Hoefler Txt

Headlines, Call-outs, Quotes

Hoefler Txt was chosen for its visual appeal, personality, and heritage.

The Hoefler Txt typeface was designed by Jonathan Hoefler in 1991. Created for Apple Computer, it was one of the first digital typefaces to restore many of the vanished traditions once central to fine typography, such as extended ligatures, small capitals, engraved initials, and arabesque borders.

Link to Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ 
abcdefghijklmnopqrstuvwxyz
1234567890-=[]\;’,../

If Hoefler Txt is not available, the Google font EB Garamond is an acceptable substitution.

Link to Font

Open Sans

Body copy, Headlines & Subheads

From Google Fonts
Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. Open Sans was designed with an upright stress, open forms, and a neutral yet friendly appearance. It was optimized for print, web, and mobile interfaces and has excellent legibility characteristics in its letterforms.

Link to Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ 
abcdefghijklmnopqrstuvwxyz
1234567890-=[]\;’,../

Type Color

All content, including headlines and body copy, should be displayed in Medium Green #4B4D45 when placed on a white background.

Any content that needs to be highlighted should be displayed in Money #0B733B

Headlines
Medium Green

Accounting Practice Management Software

Body
Medium green

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et.

Quote
Money

“Donec id elit non mi porta gravida at eget metus. Sed posuere consectetur est at lobortis. Nullam id at eget metus dolor id nibh.”

Body
Medium green

Donec ullamcorper nulla non metus auctor fringilla. Etiam porta sem malesuada magna mollis euismod. Etiam porta sem malesuada magna mollis euismod. Morbi leo risus, porta ac consectetur, vestibulum at eros. Sed posuere consectetur est at lobortis.

Subheads
Medium Green

Subhead title

Body
Medium green

Donec id elit non mi porta gravida
Pellentesque ornare sem
Nullam id dolor id

Type Styles

52px
3.059rem

Accounting Practice Management Software

41px
2.412rem