Brand Style Guide
This page states Tahoe's visual and verbal identity once, so no other page or design decision has to re-derive it. Any design agent creating or restyling a Tahoe page, component, or asset must reference this page first — for which colors, fonts, logo mark, and tone are allowed, and which are not.
If a design choice on another page ever contradicts something here, this page wins. Flag the conflict for correction rather than treating the other page as precedent.
See Core Concepts for product and operational terminology this page does not cover — this page is visual/verbal identity only.
Logo
The mark is twin peaks over a waterline, the lake reflecting them in Tahoe Green. Always use the mark with the FUND OPERATIONS descriptor lockup — never run the bare peaks mark as a standalone logo in product or marketing surfaces.
All logo files:
| Variant | File | Use on |
|---|---|---|
| Primary mark | /brand/logo.svg | Paper background |
| Reversed mark | /brand/logo-snow.svg | Ink background |
| App icon / avatar (vector) | /brand/app-icon.svg | Square contexts: favicons, app icons, avatars |
| Avatar (raster, large) | /brand/social/avatar-ink-large-1024.png | Profile photos where a raster PNG is required |
| Waterline motif | /brand/waterline.svg | Section dividers, decorative accents echoing the mark's reflection line |
| Site nav mark | /brand/tahoe-mark.svg | Same file as the primary mark. This documentation site's nav logo and home image. The favicon uses /brand/app-icon.svg |
| Lockup on Paper | /brand/social/lockup-paper-1200x675.png | Social cards, share previews on light background |
| Lockup on Ink | /brand/social/lockup-ink-1200x675.png | Social cards, share previews on dark background |
| Lockup on Alpine Gradient | /brand/social/lockup-gradient-1200x675.png | Social cards, share previews needing the full gradient treatment |
| X (Twitter) header | /brand/social/x-header-v3-1500x500.png | X/Twitter profile header only |
| LinkedIn banner | /brand/social/linkedin-banner-1584x396.png | LinkedIn company page banner only |
Rules:
- Place the mark on Paper, Ink, or the Alpine Gradient only. No photos, no other background colors, no busy backgrounds.
- Never recolor the peaks, stretch or skew the mark, rotate it, or add effects (shadows, glows, outlines) beyond what the source file defines.
- Keep the snow notch matched to the background it sits on.
- Keep the lockup (mark + wordmark + descriptor) as one aligned unit with a single shared left edge — never break the lockup apart or reflow its pieces.
- Never place a logo of any color combination on a background that isn't one of the three approved backgrounds above.
Color
One green family, one warm neutral family. Nothing else enters the system — no ad hoc colors invented for a single page, chart, or component. If an agent needs a color not listed here, it should ask rather than pick one.
| Token | Hex | Role |
|---|---|---|
| Tahoe Green | #008055 | Primary brand color — CTAs, links, active states, brand accents |
| Deep Water | #00553A | Hover/pressed states for Tahoe Green, darkest green in the Alpine Gradient |
| Bright Pine | #12A270 | Secondary green accent, mid-tone in gradients |
| Shallow | #86CDB2 | Light green accent — on-dark taglines, subtle highlights |
| Ink | #18181B | Primary text on light backgrounds, dark background surface |
| Ink Soft | #3A3A40 | Secondary/muted text |
| Paper | #F9F6F1 | Primary light background |
| Snow | #FBFAF7 | Secondary light background, text-on-dark |
| Shoreline | #E0DBD2 | Borders, dividers, hairlines on light backgrounds |
Alpine Gradient (for hero sections and dark feature bands): linear-gradient(122deg, #0E4A33 0%, #0B241B 46%, #101013 82%)
Rules:
- Don't introduce a new hex value for a one-off need — pick the closest existing token, or flag that the palette needs to grow (a deliberate, reviewed decision, not an inline one).
- Text on Paper/Snow uses Ink or Ink Soft, never Tahoe Green for body copy (green is reserved for interactive/brand elements).
- Text on Ink or the Alpine Gradient uses Snow or Shallow, never Ink.
This documentation site's own theme (see .vitepress/theme/custom.css) already implements these tokens as CSS custom properties (--vp-c-brand-1, --vp-c-bg, etc.) — a design agent styling a new page on this site should reuse those variables rather than hardcoding hex values.
Type
Space Grotesk does everything. One family, three weights:
| Weight | Use |
|---|---|
| 700 (Bold) | Wordmark, page headlines |
| 500 (Medium) | Letterspaced uppercase descriptors/eyebrows (e.g. section labels like "01 · MARKS") |
| 400 (Regular) | Body copy |
Free to load from Google Fonts. Do not substitute a system font or a different typeface for brand-facing surfaces (marketing pages, the brand kit itself). Documentation content pages on this site currently use Inter for body text as a legibility choice for long-form docs — that is an accepted exception for internal docs, not a precedent for marketing or product-facing surfaces, which stay in Space Grotesk.
Voice
- Write the name as Tahoe — never "TAHOE" in running prose, never "Tahoe App".
- The tagline is exactly "One fund, any rail." — with the comma and the period, unchanged.
- Describing Tahoe in one line: "Fund operations infrastructure for tokenized funds."
- Keep copy plain and operational, consistent with the rest of this documentation set: state what something does and who is responsible for it, avoid marketing filler.
Quick Reference for Design Agents
Before creating or restyling any Tahoe page, component, or exported asset, confirm:
- Logo — using an approved lockup file, on an approved background (Paper/Ink/Alpine Gradient), lockup kept intact.
- Color — every color used maps to a token above; no invented hex values.
- Type — Space Grotesk for brand/marketing surfaces; Inter is the accepted exception for long-form docs content only.
- Voice — "Tahoe" capitalization, exact tagline, exact one-line description if quoting one.
If a requirement can't be met with what's documented here (a missing asset variant, an uncovered use case), stop and flag it rather than improvising a new rule.