The marks, palette, and discipline behind the firm.
Breakpoint Partners is an editorial NYC consulting practice. The brand should read like the work: warm, exact, quietly confident. Use these guidelines on every touchpoint.
Two lockups, two contexts.
Use the dark mark on ivory, paper, and any light surface. Use the light mark only on the deep ink background or photography with adequate contrast. Never modify the lockup.
Dark mark · for light backgrounds
Light mark · for dark backgrounds
Give the mark room to breathe.
Maintain clear space around the logo equal to the cap-height of the wordmark on every side. No element, type, or image enters the safe zone.
Do, and do not.
The logo is fixed. Aspect ratio, color, and orientation never change. These examples mark the line.
Never recolor the wordmark.
Maintain the original aspect ratio.
Keep the logo horizontal.
No shadows, glows, or strokes.
Respect the safe zone always.
Use the right mark for the surface.
The favicon — small surface, same standards.
Where the wordmark cannot fit — browser tabs, app icons, share previews — the app mark stands in. A capital B in white on near-black, with a single Breakpoint Orange dot to mark the moment. Use the SVG; the geometry holds at any size.
16px32px64px128px
A warm, editorial palette.
Ivory and paper carry the page. Ink anchors the type. Claret marks the moments that matter — accent rules, hover states, and a single emphasized word. Gold appears only on dark backgrounds. Nothing else.
Primary background. Page surface, hero, navigation.
Alternate surface. Cards, alternating sections, lifted blocks.
Primary type. Reversed-out hero. Solid CTAs.
Body subhead and secondary copy.
Captions, monospace labels, tertiary text.
Dividers and section borders.
Primary accent. One per scene — emphasized words, hover, key metrics.
Hover variant. Used sparingly.
Reserved for dark surfaces. Case-study eyebrows and highlights.
Serif for thought. Sans for clarity.
Source Serif 4 carries display and editorial copy. Inter handles UI, body, and any element that needs to disappear. JetBrains Mono carries section markers, captions, and any moment that should read like a footnote.
Source Serif 4
Headlines, pull quotes, large numerals.
Type scale
How we sound.
Direct. Specific. Numerate. Quietly confident. We do not oversell. We do not wink. We do not chase trend words. Read every sentence aloud — if a senior operator would not say it, neither do we.
Specific over abstract
“Recovered 4.2 points of margin” beats “drove operational improvement.”
Risks named
“Cutover plans that read like risk memos, not optimistic timelines.”
No marketing tells
Avoid: synergy, transform, unleash, leverage, journey, leading.
Numerate
Tabular figures. Real percentages. Ranges when accurate, single numbers when known.
Quiet confidence
“We do not start until you sign it.”
Accountable
First person plural. Own the work, including the failures.
Build something that reads as well as it works.
If you are putting the brand on a deliverable, a deck, or a building, talk to us first.
Talk to design