FundersClub Brand Identity

A complete profile of FundersClub's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #2668A2
• secondary: #323B43
• accent: #184368
• background: #FFFFFF
• textPrimary: #184368
• link: #184368

Typography

• primary: Proxima Nova — https://fonts.google.com/specimen/Proxima+Nova
• heading: Proxima Nova — https://fonts.google.com/specimen/Proxima+Nova

Visual Assets

• Logo: https://d288gf2k0wd772.cloudfront.net/static/img/logos/wordmark-white.8858ff05333d.svg
• Favicon: https://d288gf2k0wd772.cloudfront.net/static/img/favicons/apple-icon-57x57.f5876eb91606.png
• Social card (og:image): https://d288gf2k0wd772.cloudfront.net/static/img/graphics/fc-meta-image-default.a2fcc7873aed.png

UI Components

• buttonPrimary: background=#184368, textColor=#FFFFFF, borderRadius=3px, shadow=rgba(14, 37, 58, 0.15) 0px 5px 10px 0px

Brand Personality

Tone: professional · Energy: medium · Audience: investors and startups

FundersClub Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• Our Investors | FundersClub
  • Image: https://thefundersclub-production-media-public-files.s3.amazonaws.com/site_investor_logos/First_Round_Logo.png
  • Source: https://fundersclub.com/investors/
• If Everybody Thinks It's A Good Idea, It's Probably Not: A Conversation With Niko Bonatsos | FundersClub
  • Image: https://thefundersclub-production-media-public-files.s3.amazonaws.com/uploads/zinnia/2017/03/23/niko-blog.png
  • Source: https://fundersclub.com/blog/2017/03/23/niko-bonatsos/
• Entrepreneur Spotlight: Felicia Curcuru | FundersClub
  • Image: https://d2aezjsmcp2rsz.cloudfront.net/ck/2016/02/01/felicia-curcuru_blog.jpg
  • Source: https://fundersclub.com/blog/2013/12/10/entrepreneur-spotlight-felicia-curcuru/
• Lob | FundersClub
  • Image: https://thefundersclub-production-media-public-files.s3.amazonaws.com/companylogos/blob_X2OJLeJ
  • Source: https://fundersclub.com/companies/lob/
• Founders' Guide: 7 Tips for Raising your Seed Round from Angel Investors | FundersClub
  • Image: https://thefundersclub-production-media-public-files.s3.amazonaws.com/uploads/zinnia/2016/08/15/shutterstock_56288260.jpg
  • Source: https://fundersclub.com/blog/2016/06/20/founders-guide-7-tips-raising-your-seed-round-angel-investors/
• How Technology is Rapidly Reshaping The World of Angel Investing | FundersClub
  • Image: https://d2aezjsmcp2rsz.cloudfront.net/ck/2016/02/01/istock_000023746352medium.jpg
  • Source: https://fundersclub.com/blog/2014/01/22/how-technology-rapidly-reshaping-world-angel-investing/

Working with these fonts

Not found on Google Fonts? Suggestions for working with proprietary fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around to capture the fonts used.
4. Download the font files locally.
5. View the page's CSS and copy the matching @font-face declarations.

Only proceed if you have permission to use the brand assets.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Proxima Nova",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#2668A2",
    "secondary": "#323B43",
    "accent": "#184368",
    "background": "#FFFFFF",
    "textPrimary": "#184368",
    "link": "#184368"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Proxima Nova",
      "heading": "Proxima Nova"
    },
    "fontStacks": {
      "heading": [
        "proxima-nova",
        "sans-serif"
      ],
      "body": [
        "proxima-nova",
        "sans-serif"
      ],
      "paragraph": [
        "proxima-nova",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "36px",
      "h2": "24px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 10,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#184368",
      "textColor": "#FFFFFF",
      "borderRadius": "3px",
      "borderRadiusCorners": {
        "topLeft": "3px",
        "topRight": "3px",
        "bottomRight": "3px",
        "bottomLeft": "3px"
      },
      "shadow": "rgba(14, 37, 58, 0.15) 0px 5px 10px 0px"
    }
  },
  "images": {
    "logo": "https://d288gf2k0wd772.cloudfront.net/static/img/logos/wordmark-white.8858ff05333d.svg",
    "favicon": "https://d288gf2k0wd772.cloudfront.net/static/img/favicons/apple-icon-57x57.f5876eb91606.png",
    "ogImage": "https://d288gf2k0wd772.cloudfront.net/static/img/graphics/fc-meta-image-default.a2fcc7873aed.png",
    "logoHref": "/",
    "logoAlt": "FundersClub"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "investors and startups"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "overall": 0.925
  }
}