Brand Guidelines

CoAdvisor Brand Guidelines

Financial Services Design System • Version 2.1 • Updated January 2026

Design Philosophy

Inspired by timeless financial services editorial design, our brand system emphasizes authority, clarity, and sophistication through traditional typography and purposeful color.

"The best design is invisible. It serves the content without distraction."

Core Principles

1.Warmth over coldness — Use salmon/cream backgrounds instead of stark white
2.Black for authority — Primary text and CTAs use pure black, not gray
3.Brown for accent — Saddle brown (#8B4513) replaces emerald/cyan as accent color
4.Serif for trust — Headlines and body text use serif fonts for editorial feel

Color Palette

Primary Colors

Salmon — Heritage & Distinction

#FFF1E5

Page Background

#FFF4DC

Section Background

#F2DFCE

Decorative Accent

Usage: Primary page background (light mode), section backgrounds, card fills, warmth

Brown — Accent & Emphasis

#8B4513

Saddle Brown (Primary)

#A0522D

Sienna (Gradient)

#D4A574

Tan (Dark Mode)

Usage: Accent headlines, selected tabs, result badges, icons, hover states. Use #D4A574 for dark mode.

Black — Authority & Clarity

#000000

Pure Black

rgba(0,0,0,0.8)

Hover State

rgba(0,0,0,0.6)

Body Text

Usage: Headlines, primary buttons, borders, badges. Use opacity variants for body text.

Dark Mode Slate — Modern Sophistication

#020617

Page Background

#0F172A

Card Background

#1E293B

Elevated Surface

Usage: Dark mode backgrounds. Use #FFF1E5 for text and UI elements in dark mode.

Semantic Colors

Urgent/Error

#EF4444

Warning/High

#F59E0B

Success/Accent

#8B4513

Info

#3B82F6

Typography

Serif — Primary Typeface

System Serif Stack: Georgia, Times New Roman, serif
font-family: ui-serif, Georgia, "Times New Roman", serif

Display / 48px / Bold

Financial Intelligence

Headline / 36px / Bold

Portfolio Analysis

Accent Headline / 36px / Bold + Brown

day-to-day decisions

Body / 16px / Regular

The modern adviser faces unprecedented complexity in managing multi-custodian portfolios. Traditional and alternative assets require unified analysis and sophisticated risk management.

Monospace — Data, Labels & UI

For financial data, labels, badges, and technical specs
font-family: ui-monospace, Menlo, Monaco, monospace

Section Label / 12px / Bold / Uppercase / Letter-spacing: 0.2em

Your Day, Transformed

Badge / 10px / Bold / Uppercase

URGENTHIGHDRAFT READY

Data Display / Variable / Bold

$2.69M

↑ 2.4%

UI Patterns

Buttons

Alert Cards

URGENTDue Today

Portfolio Drift: Sarah Johnson

8.5% over equity allocation limit

HIGH2 days left

Tax Opportunity: Marcus Chen

$12K loss harvesting opportunity

Tab Navigation (Pill Style)

Problem/Solution Layout

THE PROBLEM

Problem description goes here...

COADVISOR SOLUTION

Solution description goes here...

Badge & Label Styles

Section Header Badges

Your Day, Transformed

Built For You

Result Badges

SAVE 45-60 MIN EVERY MORNING

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