Brand System
Verana Ventures Brand Guidelines
Reference for anyone working with the Verana Ventures brand. Logo usage, color palette, typography, voice, and the email signature.
01 - Logo
The V Mark
The Verana V mark is a geometric letterform rendered in Gold (#A8C846). It is used as the primary brand symbol across all touchpoints.
Lockup Variants
The wordmark uses Playfair Display SC with the V mark. Two orientations are available.
Usage Rules
- Use on black or ivory backgrounds
- Maintain clear space equal to mark height
- Use the Gold (#A8C846) fill only
- Rotate or skew the mark
- Change the mark color
- Place on busy backgrounds
The V mark should not be used smaller than 24px in digital or 8mm in print.
02 - Color
Color Palette
Cool mineral neutrals ground the palette. Gold is the primary brand color, used as a mark rather than a wash. Steel carries CTAs and active navigation.
Page backgrounds
Light text on dark, borders
Primary dark, headings
Body text default
Secondary text
Brand mark, primary accent
Eyebrow text, labels
CTA highlights, active nav
03 - Typography
Type System
Two typefaces form a clear hierarchy: a display serif for headlines, and a neutral sans for body text, with tracked uppercase variants for labels.
Playfair Display
The infrastructure of tomorrow.
Used for headings, page titles, and the wordmark. Small caps variant (Playfair Display SC) for brand lockups.
Fira Sans
Strategic capital advisory for climate, grid, and industrial technology companies navigating capital raises, partnerships, and M&A.
Default body text, descriptions, and interface copy. Clean and neutral.
Fira Sans - Tracked Uppercase
Strategic Advisory · 01 · Market Dynamics
Eyebrow labels, section numbering, and CTA buttons: the Fira Sans body face set in uppercase with wide letter-spacing. No monospace fonts are used in the brand.
04 - Circuit
Circuit Texture
The signature background is procedural PCB routing: orthogonal traces with 45° chamfered corners, parallel bus bundles, via pads where traces terminate, and BGA pad fields. It is generated rather than drawn, so every section gets its own board from the same rules, and the downloads below come from the same generator as the website.
Full-strength lime on obsidian. The default for heroes, dark sections, decks and social graphics.
A 30% watermark. Enough to carry the identity without competing with text.
Density hugs the left or right edge and fades out before the middle, so headlines always sit on clean ground.
In lockups, traces route in from both sides and stop at a clearance line around the mark and wordmark.
Brand lime #A8C846 at full strength on obsidian, or the 30% watermark on light grounds. Tone comes from opacity, never another colour.
05 - Voice
Brand Voice & Tone
Verana Ventures communicates with clarity and conviction. The tone is direct, technically informed, and free of jargon.
Principles
- Clear over clever. Say what you mean. Avoid marketing flourishes.
- Technically grounded. Show understanding of the systems, not just the market.
- Confident, not loud. Authority comes from precision, not exclamation marks.
- Human scale. Advisory is personal. Write like one professional to another.
Word Choices
- positioning
- capital raise
- technically complex
- climate, grid, industrial
- acquirers
- synergies
- fundraising round
- cutting-edge / disruptive
- HPC, abbreviations
- stakeholders
Core Messaging
We turn technically complex climate and industrial technologies into investable companies.
Investment-banking discipline for complex climate technology. Verana Ventures turns technically complex climate and industrial technologies into investable companies, advising across Spain, the UK and Europe.
06 - Assets
Downloadable Assets
All brand assets are maintained in the repository under brand-concepts/assets/.
07 - Email Signature
Email Signature
The signature for Verana email. Copy it here and paste it into your email's signature settings; it keeps its layout, logo and links. It is built for email clients, with web-safe fonts, and carries the company registration line UK business emails must show.
Preview, as it appears at the end of an email
Best regards,
| ||||||||||||||
| Verana Ventures Ltd · Registered in England and Wales, No. 17027551 · Registered office: 71 Warwick Avenue, London W9 2PP, United Kingdom |
- Open Settings (the gear, top right), then Account → Signatures.
- Choose New signature and name it “Verana”.
- Click in the box and press Ctrl+V.
- Under Select default signatures, pick it for new messages and for replies and forwards, then Save.
- Go to File → Options → Mail → Signatures.
- Click New and name it “Verana”.
- Click in the edit box and press Ctrl+V.
- Choose it for new messages and for replies and forwards, then OK.
Classic Outlook shows the card with square corners; that's normal.