Keep What You Earn Brand Guidelines
Everything you need to represent our brand accurately and consistently.
Typography
Brand Colors
White
#FFFFFF
Dark Cyan
#4D928F
Gunmetal
#132430
Raisin Black
#231F1F
Icterine
#F6F758
Floral White
#FFFCF3
Azure
#E6F5F2
Ash Gray
#ABCFC7
Cambridge Blue
#6B9D92
Logos
Primary Logo
Our primary logo is the cornerstone of our brand identity. It should be used in most instances to represent our brand across both digital and print platforms.
Use the primary logo when:
You’re introducing or representing the full brand
There's enough space to maintain clear visibility
You're creating formal marketing materials (e.g., website header, packaging, signage)
Secondary Logo
Our secondary logo offers more flexibility and is ideal for use in smaller spaces or when the primary logo doesn’t fit well.
Use the secondary logo when:
Space is limited (e.g., social icons, mobile layouts, merchandise)
A vertical or simplified version is more suitable
You need a subtle brand presence, such as a watermark on graphics or photography
You're aiming for quick brand recall in digital environments or informal touchpoints
Additional Logo Considerations
Colors
Logos may be white (#ffffff), raisin black (#231f1f), or gunmetal (#132430). They cannot be any other color, even if the color is part of the brand kit.
Spacing and Orientation
Logos should never be stretched, rotated, obscured, or placed too close to other elements.
Ample space around the logo ✅
Too close to other elements ❌
Logo rotation ❌
Perfect proportions ✅
Stretched proportions ❌
Logo rotation ❌
Approved Photos & Videos
Looking for brand-approved visuals? Use the assets below to maintain consistency and showcase our brand the right way. This collection includes b-roll footage, team photos, and backgrounds — ready for use in presentations, marketing, and social media.
Looking for something else?