Brand Style Guide

Welcome

Our brand style guide is to be used as a reference for all Lock 8 staff, partners, and vendors to maintain the consistency of the Lock 8 Partners brand. Compliance with the following standards ensures a consistent voice, quality reproduction, and maximum visual impact.

All projects must be submitted to Lock 8 for approval prior to publishing, printing, and/or transmitting any materials bearing the identity.

Should you have any questions or concerns about proper usage, please contact us:

Christine Tanabe
Operating Partner
[email protected]

Copy Guide

The copy guide consists of our brand attributes and other core descriptive content that should be used to inform our voice and tone.

Brand Promise

Unlock the potential of small-scale SaaS businesses.

Brand Attributes

The following diagram demonstrates the personality traits that define Lock 8’s voice and tone. They are broken down into things we want to express and things we want to imply.

Voice & Tone

To create a strong brand, it’s important to speak with a consistent voice. The voice is defined by the brand’s personality. It’s foundational and should remain consistent. The tone is the emotional inflection applied to the voice. It should be adjusted based on the particular need.

Core Attributes

Independent
Disciplined
Experienced
Nurturing

In order to speak directly to the concerns of founders and investors, Lock 8 should have an independent voice that conveys experience and a discipline that only proven success can provide. It should be nurturing and supportive and never dismissive

Independent

We are self-reliant, not dependent
We are originals, not duplicates
We are contrarian, not conformist

When we communicate, we do so with an independent voice that establishes us as a unique and valuable alternative to more traditional firms. We step in when others see limitations and unlock the true potential of companies through our comprehensive support and expertise.

What does independent sound like?

Do

We see
the Potential.

Don't

Extensive Operating Experience, Proven Track Record.

Disciplined

We are strategic, not reactionary
We are consistent, not scattered
We are methodological, not aimless

When we communicate, we do so with accuracy, frequency and without exaggeration. We are committed to straightforward, no-nonsense collaboration to achieve our mutual success. Our checks and balances approach to our portfolio companies, along with our proven framework and scalable processes ensure consistent and predictable results and risk-adjusted returns.

What does disciplined sound like?

Do

We build on accuracy, honesty and without exaggeration.

Don't

Take the leap with Lock 8 and see
where we go.

Experienced

We are substantive, not superficial
We are value-driven, not gatekeepers
We are partners, not rivals

When we communicate, we do so as seasoned mentors and partners. We step in when others see limitations and unlock the true potential of companies through our comprehensive support and expertise. We are deeply involved in the operations of our portfolio companies, ensuring they reach their full potential through strategic guidance and exceptional leadership.

What does experienced sound like?

Do

We’ve been here before, we know the way.

Don't

Imagine the possibilities.

Nurturing

We are transformational, not fixed
We are collaborative, not inflexible
We are supportive, not oppositional

When we communicate, we do so with kindness and generosity. We believe that organizational culture is the cornerstone of success. The importance of culture aligns with our belief in creating a supportive and motivating workplace, which is essential for long-term success and transformational growth.

What does nurturing sound like?

Do

Building transformational growth and long-term success.

Don't

Has your SaaS company stagnated?

Company Values

For us, values are not just aspirations on a page. They infuse every business decision we make, every interaction we have. We built our values upon the pillars of intentionality and focus, humility with accountability, balanced pragmatism, and supportive stewardship.

Focus is Our Friend

We play the long game. Resist distraction, maintain conviction, and execute with discipline.

Thumbs Not Fingers

Start with self-awareness. Accountability and humility build trust–we look inward first, then outward together.

It’s Never as Good as It Seems,
Never as Bad as It Seems.

Celebrate the wins, but don’t rest on them. When things go wrong, keep moving forward. Success and setback are both temporary–what matters is continuous progress.

Stewardship, Not Ownership.

We are caretakers of enduring businesses, not extractors of short-term gain. Our role is to protect what’s working, strengthen what’s not, and leave things better than we found them.

Visual Branding

Download File Libary

Identity & Artwork

Identity files and supporting artwork must be used as supplied, without alteration or manipulation. The identity must be used as provided.
Vendors and other third parties should only be supplied high-resolution master files, which have been supplied in the most common graphic formats. Please contact Lock 8 if you need additional files.
An identity file should never be scanned or downloaded from the Internet and used as final artwork under any circumstances.
Reproduction guidelines have been determined to maintain control of the brand. Please follow them.

Primary Logo

The Firm360 wordmark is the preferred logo to be used to represent Firm360. Ideally, the logo will be used on a “Paper” background (#E0DBD1) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

Clear Space

The primary logo is most effective when surrounded by an area of clear space separated from type, other logos, and/or any other graphic element. No element should be placed within a minimum of the space equal to the overall width of the “360” to any edge of the logo. Items and layouts carrying the primary logo in conjunction with other logos must be submitted to Firm360 for approval.

Minimum Height

The primary logo should never go below.25” inch in height, or legibility may be lost. In situations where multiple logos are required in print, signage, web layouts, or other media, the presentation of the primary logo must be equal in size to the logos of the other organizations surrounding it.

Secondary Logo

The Lock 8 Partners logo is the preferred logo to be used to represent Firm360. Ideally, the logo will be used on a “Paper” background (#E0DBD1) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

Clear Space

Minimum Height

Avatar & Bug

The following examples represent the approved icons for social media and other applicable applications. Gold is the primary colorway but the icon can be used across the priamry color pallete. Please check the most current requirements for each platform before preparing additional files for the web.

FOR WEB

Colors are specified to ensure accurate, consistent reproduction and should be set up in either RGB or hexadecimal color formats.

SOCIAL MEDIA ICON SIZING

The social media avatars have been designed in a square format to accommodate most applications. A designer or social media manager will need to resize the file to the optimal size for each application.

ADDITIONAL COLORWAYS

To add flexibility, the “L8” bug has been designed to work across the secondary color palette and can be used for brand extensions or to reinforce color coding.

Unacceptable Logo Variations

The following examples represent some common errors made in using logo artwork. They should be avoided. These rules apply to ALL elements of the identity. To be the most effective, the identity needs to remain consistent.

If you have a question about a specific application, please contact Lock 8 for creative approval.

All projects must be submitted to Lock 8 for approval prior to publishing, printing and/or transmitting any materials bearing the Lock 8 identity.

Do not stretch vertically

Do not stretch horizontally

Do not use with white type.
Type shouild always knock out to background.

Do not use unauthorized colors

Do not add a tagline

Do not use type only

Icon Set

The icon set Tabler Icons was selected for Lock8 for its variety and consistency. There is a sampling of icons included in our file library, but you are encouraged to use any from the complete set.

Go to Tabler Icons

Photography & Video

A collection of professionally photographed images and video content has been created to represent Lock 8. If new content is needed, please replicate the existing images’ look and feel: modern with natural light . A small library of images is included in the file library download.

Color Palettes

The primary and secondary color palettes have been created to help identify and highlight Lock 8 in the marketplace. Under no circumstances should the primary color palette be altered or substituted.

There are four main types of color modes that will keep your color consistent across print, web, and merchandising. Please use the appropriate file type for each use case to keep the color as consistent as possible in all applications.

Hexidecimal: The hexidecimal code number used by web browser to consistently display color.

RGB: Red, Green, Blue is used to consistently display projected color. 

CMYK: Cyan, Magenta, Yellow, and Black is used in process printing. 

Pantone*: The Pantone Matching System (PMS) is the color standard for consistent color reproduction.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is selected the style guide should be updated.

Primary Color Palette

The primary color palette is central to the visual identity and a major point of difference for Lock 8's brand. The palette should not be changed under any circumstances. The tint examples below each color represent a full range from 1%-100% that can be used in your design and UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is reselected, the style guide should be updated.

Gold

HEX: #B19851

RGB: 177. 152 . 81
CMYK: 31 . 35 . 80 . 4
PMS: 4007 C
PMS: 457 U

CTA / Highlight

Slate

HEX: #333338

RGB: 51. 51 . 56
CMYK: 72 . 66 . 58 . 55
PMS: 4140 C
PMS: Black 6 U

Headlines & Background

White

HEX: #FFFFFF

RGB: 255. 255 . 255
CMYK: 0 . 0 . 0 . 0

Background

Dark Slate

HEX: #18171B

RGB: 24. 23 . 27
CMYK: 74 . 69 . 63 . 78
PMS: 532 C
PMS: 4147 U

Background

Medium Slate

HEX: #5B5C60

RGB: 91. 92 . 96
CMYK: 64 . 55 . 51 . 325
PMS: 425 C
PMS: 433 U

Body

Light Slate

HEX: #EAEAEA

RGB: 234. 234 . 234
CMYK: 7 . 5 . 5. 0
PMS: 9345 C
PMS: 9100 U

Background

Secondary Color Palette

The secondary color palette has been designed to support the primary color palette and the Lock 8 brand. It should be used for color coding, brand extensions, UX/UI, etc. The palette can be extended as needed. The tint examples below each color represent a full range from 1%-100% that can be used in your design and UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is reselected, the style guide should be updated.

Violet

HEX: #694759

RGB: 105. 71 . 89
CMYK: 55 . 73 . 46 . 28
PMS: 5195 C
PMS: 2357 U

Red

HEX: #884145

RGB: 136. 65 . 69
CMYK: 34. 80 . 64 . 27
PMS: 697 C
PMS: 4101 U

Orange

HEX: #9A6B3A

RGB: 154. 107 . 58
CMYK: 33 . 56 . 86 . 17
PMS: 7574 C
PMS: 139 U

Gold

HEX: #B19851

RGB: 177. 152 . 81
CMYK: 31 . 35 . 80 . 4
PMS: 4007 C
PMS: 457 U

Primary Color

Green

HEX: #8C8655

RGB: 140. 134 . 85
CMYK: 45 . 37 . 76. 11
PMS: 4238 C
PMS: 5825 U

Teal

HEX: #56816B

RGB: 86. 129 . 107
CMYK: 69 . 33 . 62. 12
PMS: 5555 C
PMS: 555 U

Blue

HEX: #516477

RGB: 81. 100 . 119
CMYK: 73 . 55 . 39 . 15
PMS: 4138 C
PMS: 2377 U

Indigo

HEX: #4E4F68

RGB: 78. 79 . 104
CMYK: 74 . 68 . 39 . 22
PMS: 4131 C
PMS: 2767 U

Typography

As part of a strong and consistent identity presence, we have selected one typeface to represent the Lock 8 brand. The complete family can be used to visually represent the brand and platform.

Gotham

All use cases

Gotham was selected for its broad appeal, legibility, and clarity.

Gotham celebrates the attractive and unassuming lettering of the city. New York is teeming with such letters, handmade sans serifs that share a common underlying structure, an engineer’s idea of “basic lettering” that transcends both the characteristics of their materials and the mannerisms of their makers.

Link to Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ 
abcdefghijklmnopqrstuvwxyz
1234567890-=[]\;’,../

If Gotham is not available, the Google font EB Figtree is an acceptable substitution.

Link to Font

Type Color

When placed on a white background:

Headlines and subheads should be displayed in Slate #333338

Body copy should be displayed in Medium Slate #5B5C60

Any content that needs to be highlighted should be displayed in Gold #B19851

Headlines
Slate

Unlock the Potential

Body
Medium Slate

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et.

Quote
Slate

“Donec id elit non mi porta gravida at eget metus. Sed posuere consectetur est at lobortis. Nullam id at eget metus dolor id nibh.”

Body
Medium Slate

Donec ullamcorper nulla non metus auctor fringilla. Etiam porta sem malesuada magna mollis euismod. Etiam porta sem malesuada magna mollis euismod. Morbi leo risus, porta ac consectetur, vestibulum at eros. Sed posuere consectetur est at lobortis.

Subheads
Slate

Subhead title

Body
Medium Slate

Donec id elit non mi porta gravida
Pellentesque ornare sem
Nullam id dolor id

Type Styles

52px
3.059rem

Unlock the Potential

41px
2.412rem