Marketing & Web Design Style Guide

01 — Logo System

The primary mark.

Our logo is the foundation of our visual identity. It should always be clear, unobstructed, and presented with intention.

Primary Logo

Icon Mark

02 — Variations

Logo variations.

Three approved lockups cover every environment — from wide banners to compact UI.

Denali Creative

Horizontal

Denali Creative

Stacked

Denali Creative

Single Line

03 — Clear Space

Clear space & minimum size.

Give the logo room to breathe. The safe area (X) equals the height of the D mark.

Denali Creative

Minimum size

Never reproduce the logo smaller than the minimums below — legibility is non-negotiable.

Digital 120px

Print 40mm

04 — Color

Color palette.

A disciplined palette built on charcoal and punctuated by a single, high-signal orange.

Charcoal

Hex#1C1C1E

RGB28, 28, 30

CMYK73, 67, 62, 76

Orange

Hex#F05A28

RGB240, 90, 40

CMYK0, 75, 92, 0

White

Hex#FFFFFF

RGB255, 255, 255

CMYK0, 0, 0, 0

Cool Gray

Hex#6B6B6B

RGB107, 107, 107

CMYK0, 0, 0, 58

Light Gray

Hex#F5F5F7

RGB245, 245, 247

CMYK1, 1, 0, 3

05 — Typography

Typography scale.

A single typeface family, tuned across five roles, delivers confident hierarchy in every medium.

H1 — Display Build with clarity. 72 / Bold 700

H2 — Headline Performance, by design. 48 / Bold 700

H3 — Sub-headline Strategy that moves the needle. 32 / Bold 700

Body — Paragraph We partner with medical practices that are serious about growth — running acquisition, retention, and brand programs that compound quarter over quarter. 18 / Regular 400

Label — UI Case Study · 04 14 / Bold 700

06 — Typeface

Inter.

A modern, neutral sans-serif engineered for screens. Three weights carry the entire system.

Aa.

Denali Bold · 700

Denali Semibold · 600

Denali Regular · 400

07 — Imagery

Brand imagery.

Four directions define how Denali Creative looks through a lens — grounded, intentional, and never generic.

Authentic

Cinematic

Modern

Results-driven

Guidelines

Photography

Favor natural light, real environments, and unposed moments. Avoid stock clichés, heavy filters, and staged corporate scenes. All imagery should feel editorial — like it belongs in a magazine spread, not a brochure.

08 — Applications

Brand in use.

Applied consistently across every touchpoint — from the first handshake to the final deliverable.

Business Card

Letterhead

Presentation Cover

Folder

09 — Voice

Tone of voice.

We sound like a partner who ships — not a vendor who pitches. Four pillars keep every word on-brand.

Pillar 01

Confident

We take a position. We don't hedge.

Pillar 02

Strategic

Every word ties back to an outcome.

Pillar 03

Direct

Short sentences. Real nouns. No fluff.

Pillar 04

Results-Focused

Numbers, not adjectives. Proof, not promises.

Use

Growth ROI Performance Pipeline Acquisition Retention Compound Measurable Outcomes Conversion

Avoid

Synergy Innovative Disruptive Cutting-edge Solutions Leverage Holistic Best-in-class Game-changing Ecosystem

10 — Elements

Design elements.

A tight set of UI primitives keeps every surface on-brand without slowing teams down.

Buttons

Icons

Dividers

1px Rule

2px Rule

Accent

11 — Usage

Do & Don't.

Protect the mark. These rules apply across every medium — digital, print, and environmental.

✓ Do

Use approved logo files and lockups only.
Maintain the minimum clear space on every side.
Place the logo on high-contrast backgrounds.
Pair orange sparingly with generous whitespace.
Use Inter for all typographic treatments.
Keep imagery editorial, natural, and unfiltered.

✕ Don't

Don't stretch, skew, or rotate the logo.
Don't change the logo colors or add effects.
Don't place the logo on busy or low-contrast imagery.
Don't recreate the wordmark in a different typeface.
Don't use orange as a dominant background color.
Don't add drop shadows, outlines, or gradients.

12 — Digital

Digital assets.

Optimized marks for profile photos, app icons, and browser tabs.

Profile Icon PNG · 400 × 400

Favicon ICO · 32 × 32