SmartEdge Marketing · Brand Identity System

Brand/Guide Where Great Design Clicks · Version 1.0 · 2025

This document defines the visual language of SmartEdge Marketing. Every color, typeface, and design decision exists to communicate one thing: premium work that demands attention.

Founded
2021, Charleston SC
Positioning
Premium Generalist
Tagline
Where Great Design Clicks
v1.0 — 2025
01 Color Palette

Five colors.
Infinite combinations.

Every color has a job. Use them with intention — never interchangeably.

Primary
Almost Black
#1A1A1B
C:0 M:0 Y:0 K:93
Hero backgrounds · Footers · Main heading text · Dark surfaces
Background
Creamy White
#F9F8F3
C:2 M:1 Y:4 K:0
Page backgrounds · Body text sections · Light surfaces
Trust
Royal Azure Blue
#0056B3
C:100 M:52 Y:0 K:30
H2 & H3 headings · Links · Trust elements · Titles
Accent
Cyber Lime
#CCFF00
C:20 M:0 Y:100 K:0
CTA buttons · Logo slash · High-impact accents only · Use sparingly
Secondary
Light Purple
#B19CD9
C:28 M:35 Y:0 K:15
Icons · Decorative dividers · Secondary branding · Services text
02 Typography

Two fonts.
Every situation covered.

Montserrat commands. Georgia persuades. Never substitute either.

Display / Headlines — Montserrat Black
SMART/EDGE
Font: Montserrat Weight: 900 Black Tracking: -0.04em Use: Hero text, wordmark, major statements
H2 / Section Headings — Montserrat Bold
Where Great Design Clicks
Font: Montserrat Weight: 700 Bold Color: Royal Azure Blue Use: Section titles, subheadings
H3 / Sub-headings — Montserrat Bold
Digital Marketing · Web Design · Branding
Font: Montserrat Weight: 700 Bold Color: Royal Azure Blue Use: Card titles, feature names
Body Copy — Georgia Serif
We build brands that demand attention. Every pixel, every word, every interaction is crafted to position your business as the premium choice in your market.
Font: Georgia Weight: 400 Regular Line-height: 1.75 Use: Paragraphs, descriptions, long-form text
Labels / Captions — Montserrat Medium
Founder & Creative Director · Charleston, SC · smartedgedm.com
Font: Montserrat Weight: 500 Medium Tracking: 0.1em Use: Labels, captions, metadata, nav items
04 Business Card

The first impression.
Make it count.

3.5" × 2" · Soft touch matte finish · 16pt stock minimum · PDF/X-1a export · 0.125" bleed all sides

SMART/EDGE
Where Great Design Clicks ›
Front
Aimee Tyler
Founder & Creative Director
843.608.0221
Aimee.Tyler@SmartEdgeDM.com
smartedgedm.com
Digital Marketing Web Design Branding
Montserrat 900 — Name Montserrat 700 — Title Georgia — Contact Details Montserrat 500 — Services Soft Touch Matte Finish
05 Voice & Tone

How SmartEdge
speaks.

Confident without arrogance. Direct without being cold. Expert without being inaccessible.

We say
"We build brands that demand attention."
"Your website should work as hard as you do."
"Premium design. Real results."
"Where great design clicks."
Short sentences. Strong verbs. Clear value.
We never say
"We leverage synergistic solutions to optimize your digital footprint."
"We're passionate about helping businesses grow!!!"
"We offer affordable, budget-friendly options."
Jargon for its own sake. Filler words. Vague claims.
Excessive exclamation points or emoji in professional copy.
06 Usage Rules

What to do.
What never to do.

These rules protect the brand. Bending them dilutes everything we've built.

✓
Always use the Lime slash
The / between SMART and EDGE in Cyber Lime is non-negotiable. It's the signature mark of the brand.
✓
Use Cyber Lime sparingly
Its power comes from restraint. CTAs, accents, the slash. Overuse kills the impact immediately.
✓
Maintain font hierarchy
Montserrat for all headings, labels, and UI. Georgia for body copy only. Never reverse these roles.
✓
Export print files as CMYK
All print materials must be CMYK from the start. RGB files sent to print cause color shifts — especially Cyber Lime.
✗
Never stretch the logo
Always scale proportionally. Hold Shift in Illustrator. A distorted logo looks amateur regardless of context.
✗
Never place logo on busy backgrounds
The wordmark needs breathing room and contrast. No photos, no patterns, no colors that reduce legibility.
✗
Never change the slash color
The slash is always Cyber Lime #CCFF00. Not white. Not blue. Not purple. Always Lime.
✗
Never use off-brand fonts
No Arial, Helvetica, Times New Roman, or system fonts in branded materials. Montserrat and Georgia only.