Brand Guidelines

Guidelines for consistent Meridian7 brand representation.

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Tagline

Momentum. Clarity. Scale.

This captures our core value proposition: helping enterprise technology companies turn momentum into durable, repeatable growth.

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Logo

Primary Logo (Dark - for light backgrounds)

Use on white or light-colored backgrounds.

PNG

Light Logo (for dark backgrounds)

Use on black or dark-colored backgrounds.

PNG

Ball Icon

Standalone icon for favicons, app icons, and compact uses.

PNG

Available Formats

Variant	File	Use Case
Dark (for light bg)	LightBackground.png	Website light mode, documents, print
Light (for dark bg)	DarkBackground.png	Website dark mode, dark presentations
Ball Icon	Ball.png	Favicons, app icons, social avatars

All official logos are PNG format only. Source files are in the Marketing shared drive: Marketing > Logos > png

Clear Space

Maintain minimum clear space around the logo equal to the height of the “7” character.

Don’ts

• Don’t stretch or distort the logo
• Don’t change the logo colors
• Don’t add effects (shadows, gradients)
• Don’t place on busy backgrounds

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Colors

Primary Palette

Color	Hex	RGB	Usage
Black	#000000	0, 0, 0	Text, headings, primary
White	#FFFFFF	255, 255, 255	Backgrounds
Red (Accent)	#ED0505	237, 5, 5	Links, CTAs, highlights

Secondary Palette

Color	Hex	RGB	Usage
Dark Gray	#333333	51, 51, 51	Secondary text
Medium Gray	#666666	102, 102, 102	Tertiary text
Light Gray	#F5F5F5	245, 245, 245	Backgrounds

Color Usage

• Black: Primary text, headings, logo
• White: Page backgrounds, reversed text on dark
• Red: Sparingly for emphasis - links, buttons, key highlights
• Grays: Supporting text, borders, backgrounds

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Typography

Primary Fonts

Font	Weight	Usage
Poppins	500, 600, 700	Headings, titles
Inter	400, 500	Body text, UI

Font Sizes

Element	Size	Weight
H1	36px / 2.25rem	Poppins 700
H2	28px / 1.75rem	Poppins 600
H3	22px / 1.375rem	Poppins 600
H4	18px / 1.125rem	Poppins 500
Body	16px / 1rem	Inter 400
Small	14px / 0.875rem	Inter 400

Web Fonts

<link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500&family=Poppins:wght@500;600;700&display=swap" rel="stylesheet">

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Voice & Tone

Brand Voice

• Expert — We’ve spent 40+ years on both sides of enterprise software deals
• Direct — We say what we mean; clarity before cleverness
• Confident — We know what works because we’ve done it
• Grounded — Structure over hype, signals over noise

Core Messaging Principles

Principle	Meaning
Clarity before Scale	Establish structure before accelerating
Signals over Noise	Help founders focus on what matters
Structure before Acceleration	Build repeatable systems first

Writing Guidelines

Do:

• Use active voice
• Keep sentences short
• Be specific and concrete
• Lead with outcomes, not features
• Speak to founders at inflection points

Don’t:

• Use buzzwords or generic consulting speak
• Promise quick fixes or silver bullets
• Oversell — let results speak
• Use em dashes excessively (use regular dashes)

Examples

Instead of	Write
”We leverage cutting-edge solutions…"	"We design GTM engines that make growth repeatable."
"Our team of experts will…"	"We work alongside founders on GTM strategy."
"Unlock your potential!"	"Turn momentum into durable growth.”

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Applications

Email Signature

[Name]
[Title]
Meridian Seven, LLC

Phone: (803) 620-3968
Email: [name]@meridian7.io
Web: meridian7.io

Document Headers

Use the horizontal logo in document headers with consistent placement (top-left).

Presentations

Template available in Google Drive > Templates > Presentation

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Brand Assets

Download Locations

All brand assets are stored in the Marketing shared drive:

Marketing (Shared Drive)
├── Branding
│   └── Brand Design Kit v6 - Full version.fig (Figma)
├── Logos
│   └── png
│       ├── DarkBackground.png (light logo for dark backgrounds)
│       ├── DarkBackground-sm.png (small version)
│       ├── LightBackground.png (dark logo for light backgrounds)
│       ├── LightBackground-sm.png (small version)
│       └── Ball.png (icon only)
├── Email Signatures
│   └── email-signature.html
├── Marketing Photos (Unsplash+ images)
└── Social Media
    └── Social Banner.png

Design Tools

Tool	Purpose
Figma	Brand Design Kit, UI mockups, collaborative design
Adobe Creative Cloud	InDesign (case studies), Photoshop, Illustrator

The master Brand Design Kit lives in Figma: Marketing > Branding > Brand Design Kit v6 - Full version.fig

Case Studies

Case study templates and automation scripts are in the Assets shared drive:

Assets > Case Studies > 0 - Automation Scripts

InDesign templates can be populated from JSON using the scripts in m7-case-studies repo.

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Questions?

For brand questions or asset requests, check the Marketing shared drive first. Design work should be done in Figma or Adobe Creative Cloud.