New Story Brand Identity

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

Quick Facts

Color Palette

• primary: #4D595C
• secondary: #3898EC
• accent: #00BAE0
• background: #FFFFFF
• textPrimary: #333333
• link: #00BAE0

Typography

• primary: Barlow — https://fonts.google.com/specimen/Barlow
• heading: Mint Grotesk Display — https://fonts.google.com/specimen/Mint+Grotesk+Display

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=52px, shadow=none
• buttonPrimary: background=#00BAE0, textColor=#333333, borderRadius=200px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#333333, borderRadius=200px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: families seeking home ownership

New Story Brand in the Wild

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

• The Gateway to Affordable Housing: Land Ownership | New Story
  • Image:
  • Source: Link
• Innovation | New Story
  • Image:
  • Source: Link
• Foundation for the Future: Ahualulco de Mercado Celebrates Historic Land Titles | New Story
  • Image:
  • Source: Link
• An Impact Report for Q1 2022 | New Story
  • Image:
  • Source: Link
• Diseñando para pertenecer en San Vicente, El Salvador | New Story
  • Image:
  • Source: Link
• An Impact Report for H1 2024 | New Story
  • Image:
  • Source: Link

Working with these fonts

Not found on Google Fonts? Instructions if you have permission to use the fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font".
3. Hard-reload the page and click around (pricing, blog, careers).
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS and copy out the matching @font-face declarations.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Mint Grotesk Display",
      "role": "display"
    },
    {
      "family": "Barlow",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#4D595C",
    "secondary": "#3898EC",
    "accent": "#00BAE0",
    "background": "#FFFFFF",
    "textPrimary": "#333333",
    "link": "#00BAE0"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Barlow",
      "heading": "Mint Grotesk Display"
    },
    "fontStacks": {
      "heading": [
        "Mint Grotesk Display",
        "sans-serif"
      ],
      "body": [
        "Barlow",
        "sans-serif"
      ],
      "paragraph": [
        "Barlow",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "108px",
      "h2": "31.5px",
      "body": "15.75px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "52px",
      "borderRadiusCorners": {
        "topLeft": "52px",
        "topRight": "52px",
        "bottomRight": "52px",
        "bottomLeft": "52px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#00BAE0",
      "textColor": "#333333",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd53fe8_logo_wordmark.svg",
    "favicon": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd54002_favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/68482a372769a759bd48e54f_New%20Story%20Open%20Graph.jpg",
    "logoHref": "/?r=0",
    "logoAlt": "New Story"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "families seeking home ownership"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  }
}