Brand Identity Document
Identity
Standards
& System
Standards
& System
This document defines the visual language, voice, and usage standards for the Broadsignal brand — the intelligence layer of the ETF ecosystem. All usage must align with these guidelines.
Contents
What’s inside
01 Logo & Icon
The mark & wordmark
The Broadsignal logo consists of an upward chevron icon (the signal mark) and the lowercase wordmark. They may be used together or the icon alone in compact contexts.
Primary · Dark Navy
Surface · Mid Navy
Elevated Surface
White Background
Black
On Brand Green
Clear Space — Minimum X = Logo height ÷ 2
x
x
x
x
Icon Minimum Sizes
Primary Icon
48px
App / Favicon
52 × 52
On White
36px
UI / Inline
24px
Min Digital
16px min
02 Colour System
The palette
Built on a deep navy base with a single vivid Signal Green accent. Supporting semantic colours handle status, data, and states.
Primary Palette
Signal Green
#3DDC52
Primary accent · CTA buttons · Positive states · Active nav
Navy Core
#181A24
Page background · App shell · Logo background
Surface
#1E2130
Card backgrounds · Primary surface layer
Extended Palette
Surface 2
#242638
Hover / elevated
Surface 3
#2A2D42
Inputs, selected
Text Primary
#E4EAF2
Headlines, labels
Text Muted
#8E9AB0
Body, descriptions
Text Faint
#525D74
Labels, metadata
Green Dim
#2DB842
Hover on green
Semantic Colours
Positive / Up
#3DDC52
Gains, bullish, success
Negative / Down
#FF4F6D
Losses, bearish, error
Warning
#FFC53D
Alerts, degraded, caution
Informational
#00B4F5
Links, info states, data
Usage Ratios
70% Navy
20% Surface
10% Signal
Accessibility — WCAG Contrast
Green on Navy
8.4:1 — AAAText on Navy
12.1:1 — AAADark on Green
9.2:1 — AAA03 Typography
Type system
Two typefaces serve distinct roles: SF Pro for display and UI text, and SF Mono for all data, numbers, prices, tickers, and financial values. Numbers are always monospaced.
The ETF intelligence signal.
Broadsignal gives investors and analysts the clearest possible view of the ETF landscape — from screening and analysis through to real-time signals and risk monitoring. Built for professionals who demand precision.
VOO · $521.84 · ▲ +2.14 (+0.41%) · NYSE ARCA · AUM $453B · 0.03% ER · Sharpe 1.24 · VaR -4.82%
| Token | Sample | Size / Weight | Font | Use case |
|---|---|---|---|---|
| display | Signal | 72px / 900 | SF Pro | Cover headline, hero |
| h1 | ETF Analyzer | 40px / 700 | SF Pro | Page titles |
| h2 | Performance Stats | 26px / 600 | SF Pro | Section headers |
| h3 | Top Holdings | 18px / 600 | SF Pro | Card titles |
| body | The intelligence layer of the ETF ecosystem. | 14px / 400 | SF Pro | Body copy |
| label | 52W RANGE | 10px / 400 + 0.14em | SF Mono | Field labels, metadata |
| data | +23.6% · $521.84 | 13px / 500 | SF Mono | Prices, percentages — always mono |
04 Voice & Tone
How we sound
Broadsignal speaks with the authority of a seasoned analyst and the clarity of a great teacher. Never jargon for jargon’s sake. Always precise, never cold.
Precise
NOT: Vague
We use exact language. Numbers matter. “The strategy outperformed SPY by 34.6% over 6 years” beats “the strategy did well.”
“VOO’s 30-day rolling vol crossed 18% — approaching the 20% warning band.”
Confident
NOT: Hedged to paralysis
We take positions based on data. We don’t waffle. We acknowledge uncertainty when it exists but don’t hide behind it.
“Max drawdown breach detected. Review ARKK & QQQ positions.”
Transparent
NOT: Opaque
We explain our signals, methodology, and limitations. Backtesting assumptions are stated. We don’t hide the math.
“We are a research platform, not a broker. We don’t execute trades.”
Measured
NOT: Hype-driven
We never say “moon”, “guaranteed”, or “can’t lose.” Financial language is sober. Excitement comes from data, not adjectives.
“Momentum Tilt v3 outperformed SPY in 5 of 6 years.”
Direct
NOT: Verbose
We strip unnecessary words. Every sentence earns its place. UI copy is short. Error messages tell you exactly what happened.
“Run Backtest” — not “Click here to begin your backtest simulation.”
Human
NOT: Robotic
We’re still people talking to people. We write “you”, not “the user.” We acknowledge when something is complex without being condescending.
“Walk-forward validation is recommended before live deployment.”
05 Motion & Spacing
Rhythm & space
Motion should feel purposeful and fast. Space should feel generous but not wasteful. The grid is based on an 8px unit.
Snap Out
150ms ease-out
Hover states, focus rings, button feedback. Immediate and snappy.
Standard
300ms ease
Card reveals, panel transitions, tab switches. Smooth and considered.
Spring Pop
350ms cubic-bezier(0.34,1.56,0.64,1)
Modal entrances, confirmations, toast notifications. Has character.
Spacing Scale — Base Unit: 8px
sp-14pxIcon gap, tight inline spacing
sp-28pxBadge padding, small gaps
sp-312pxButton padding (vertical), input padding
sp-416pxCard padding, list item gap
sp-624pxContent padding, topbar horizontal
sp-832pxPage gutter, section inner padding
sp-1248pxPage horizontal padding
sp-1872pxSection top/bottom padding
Border Radius Scale
4pxTags
6pxButtons
8pxInputs, small cards
10pxCards, panels
14pxModals, large panels
FullPills, avatars
06 UI Components
Component library
All components follow the design tokens above. Every component exists in default, hover, focus, and disabled states.
Buttons
Inputs
Status Badges & Tags
▲ BULLISH
▼ BEARISH
— NEUTRAL
LIVE
OPERATIONAL
DEGRADED
OUTAGE
Large Blend
Passive
0.03% ER
NEW
Data Card
VOO · NYSE ARCA
Vanguard S&P 500 ETF
$521.84
▲ +2.14 (0.41%)
AUM $453B0.03% ERSharpe 1.24
07 Do’s & Don’ts
Logo usage rules
To protect the Broadsignal brand, these rules must be followed in all contexts — internal and external, digital and print.
✓ Use on approved dark backgrounds
Dark navy — primary and recommended. Any navy surface variant is approved.
✕ Don’t use on busy or clashing backgrounds
Never place the logo on colourful gradients or complex imagery.
✓ Maintain correct proportions
Always use at original aspect ratio. Never skew or stretch.
✕ Don’t rotate or distort
Never rotate, flip, skew, or apply drop shadows, outlines, or glow effects.
✓ Use on white backgrounds
Dark version on white is approved for print and light-mode contexts.
✕ Don’t alter the brand colours or shape
The Signal Green (#3DDC52) is the only approved accent colour. No substitutions.
08 Taglines
Approved messaging
These taglines are approved for use in marketing, product headers, social profiles, and press. Use the primary tagline wherever possible.
The intelligence layer of the ETF ecosystem.PRIMARY
Research here. Execute anywhere.PRODUCT
Data becomes decision.CAMPAIGN
Make ETF ownership fully transparent and actionable.LONG FORM
Broadsignal is the intelligence layer for ETF ownership.ONBOARDING
Build, Test & Automate ETFs — Visually.SOCIAL
Understand what you actually own.SOCIAL
ETF intelligence, intelligently designed.SOCIAL