Eltropy Brand Hub

Making something with Eltropy's name on it? Start here. You'll find our logos, templates, the words we use, and how to put it all together. We've approved everything, so you don't need to check with us first. If something's missing, ask in #brand_questions and we'll do our best to help.

Logos

Nine times out of ten, you want the dark wordmark with the gradient AI hexagon on white. On a dark background, use a light version instead. Then grab the SVG for design work or the PNG for slides and documents.

How to use it

Give it room.Keep empty space around the logo at least as tall as the "e" in eltropy. More space is always fine; less isn't.
Don't change it.No rotating, stretching, recolouring, outlines, shadows, or effects. The hexagon is always the gradient or one flat colour, never a different gradient.
Pairing with another logo?Use the full eltropy AI logo, make both logos the same height, and separate them with a thin vertical line.

Sizing and clear space. Full spacing guide showing minimum clear space, width and height proportions, and the hexagon's 72° mid-tumble tilt. All units in px.

Templates

Start here before you build anything from scratch. Every template is already in the right fonts, colours, and logo.

Need a template that isn't here? Post in #brand_questions. We'd rather build it once than fix it five times.

Boilerplate & Messaging

Copy these as written. If you need to change them, ask us first.

The story

Eight beats, in order. Use them whole for a talk track or an intro, or pull one beat when you need a single line.

Beat	Line	Copy

Colour

Indigo does most of the work, so start there. Use Magenta when something needs to stand out. Solar Gold is our one accent, and it only goes on dark backgrounds because it washes out on white. Everything else comes from the neutrals. When you need a dark background, pick Midnight over black.

Brand colours

Neutrals

Text goes on Midnight or White. Frost is for slides where pure white feels harsh.

The gradient

Indigo to magenta at 135°, indigo in the bottom-left. Download the gradient files from Templates rather than rebuilding it. Never put text on top of it.

Typography

Poppins for headlines. Inter Tight for everything else.

Poppins

Download

Page titles, section headlines, sub-headlines, and card titles, at H3 size or larger. Keep it light: Regular for section headlines, Medium for hero and sub-headlines, SemiBold only for the accent word in a headline. Never body text.

Regular 400Medium 500SemiBold 600

One platform. Every conversation.

Inter Tight

Download

Body copy, buttons, labels, navigation, tables, forms, captions, and any heading smaller than H3. SemiBold for buttons and labels.

Light 300Regular 400Medium 500SemiBold 600

More than 750 credit unions and community banks use Eltropy today to grow, give members a better experience, and get more done with the teams they already have.

Getting the fonts

Google Slides and Docs: both are already in the font menu. Search "Inter Tight" and "Poppins."
PowerPoint and Word: download both families with the buttons above, install the files, then restart the app.
Somewhere you can't install fonts? Use Arial for both. Don't swap in a different display face for Poppins.

Imagery

Show the community, not the transaction. Our photos are about the lives members are living: the diner, the main street, the kid on the swing, the family on a day out. Nobody is at a desk or on a phone. If a photo could sit on a bank's website in 2015, it's wrong for us.

From the current eltropy.com. Unsplash, free licence.

What to look for

Candid and unposed. Caught, not staged.
Natural light. Golden hour, neon at dusk, overcast daylight. No studio lighting.
A filmic feel: soft grain, shallow depth of field, real colour rather than oversaturated
A mix of close and wide. A face or a pair of hands next to a street or a landscape.
People of all ages, and places that look like where our customers are: small towns, main streets, neighbourhoods

What to avoid

Handshakes, boardrooms, people in suits, anyone pointing at a screen
Bank interiors, teller counters, ATMs
Robots, glowing brains, circuit boards, anything that says "AI" visually
Heavy filters, HDR, overly clean stock lighting
Posed group shots looking at the camera

Where to find them

Unsplash, with the licence filter set to Free.
Shutterstock. Marketing has an account. Ask in #brand_questions for access, or for someone to pull an image for you.

For designers & developers

Building for web or product? These are the specs behind the brand system. Everyone else can stop here.

Colour spectrum

Each brand colour has a tint and shade ramp from 50 to 900. Use tints for hover states, backgrounds, and contrast relief on light surfaces. Use shades for emphasis on light surfaces. The full ramps are in the token export.

Colour	Hex	RGB	HSL	OKLCH

Gradient

Indigo #4541FE to magenta #FF0080 at 135°, interpolated in OKLCH. OKLCH keeps the lightness ramp even. sRGB dips to a dull purple in the middle, HSL overshoots into a violet brighter than either end.

Author only the two endpoints. The export generates the intermediate stops and an sRGB fallback for older browsers.

#4541FE → #FF0080 · 135° · interpolated in OKLCH · midpoint #B723DD

Angle135°, bottom-left to top-right
DirectionIndigo before magenta, never reversed
StopsTwo. Don't add more.
TextNever on the gradient. Solid colour for anything readable.

Type scale

Canonical web scale, 16px base. Round to whole pixels in production. Rem values are in the token export.

Element	Family	Size	Weight	Line-height	Tracking	Use

Web standards

Spacing follows an 8px grid: 8, 12, 16, 24, 32, 48, 64.
Weights: 300 for display accents, 400 for body and section headlines, 500 for hero, sub-headlines, and card titles, 600 for buttons, labels, small display type, and the accent word in a headline. Never 600 on body text or on a full headline.
Line-height is locked per element in the scale above. Don't override it.
Tracking: negative on Poppins headlines, neutral on Inter Tight body, +0.08em minimum on all-caps.
All-caps is for labels and eyebrows only. Never body text.
Minimum text size is 12px. 11px only for non-critical metadata.
Body measure stays between 45 and 75 characters. Use max-width: 65ch.
Mobile: H1 scales from 64px to 36px. Use clamp(). Never go below the minimums.

Contrast

WCAG 2.1 AA: 4.5:1 for text under 24px, 3:1 for larger text and UI elements. The full table recalculates if a token changes.

What passes in practice

On Midnight: White, Frost, Solar Gold, and Magenta pass for all text. Indigo passes for large text only.
On White: Indigo, Black, Graphite, Slate, and Steel pass for all text. Magenta passes for large text only. Solar Gold fails.

Export tokens

Colour, spectrum, typography, gradient, and spacing tokens as CSS custom properties, JSON, or SCSS.