👉 Brand Guidelines

Visual Guidelines

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PhilosophyVoice & ToneEditorial GuidelinesOur AudienceWord ListVisual GuidelinesWeb Elements

Our visual guidelines cover traditional brand guidelines considerations like font, colors, photos, imagery, and logo usage.


We use large, bold Fira Sans for our headings.

H1 and H2 headings from our Content Briefs landing page showing bold Fira Sans.

We use standard weight Libre Baskerville for our body copy.

Example of Libre Baskerville body copy from our Product page.


Our core design style is based around our primary blue (#0a56c7), white canvas, and dark gray text (#1F2937) or black text (#000000), all of which are focused on making our typography pop.

We use emojis, photography, and screenshots to liven up the colors on top of that.

The Content Harmony logo includes the wordmark, as well as our lotus logo.

We typically use the full lotus and wordmark for standard logo usage.


Our Lotus can be used on its own in situations like avatars, favicons, or memo headers:

Lotus example from a Content Harmony contract template.

Logo Margins

Please use at least 1x height as standard margin on all sides of the logo.

Example: if logo height is 80px, then we should use standard of 80px margin on all 4 sides of the image.


Throughout the site we use landscape photography for featured images. The goal is to give a sense of 'harmony' without looking like a yoga studio.

These appear on social media previews, Slack link share previews, and on index pages like www.contentharmony.com/blog/. They do not appear on the post itself.

Example index page with a variety of featured images.

Approved Photography Examples

We specifically use clearly shot, natural-looking landscapes, sourced from Unsplash.

We don't mind images with dynamic color range like the purple example below, so long as the photo is clear and doesn't look like an Instagram filter.

Photos We Wouldn't Use

We avoid non-landscape phography, eg cityscapes, people, and prominent objects in the foreground.

We also avoid unnatural-looking edits to the photography like high contrast, blur, and other 'filter' types of effects.

One exception to city photography is our case studies, where we may choose to use a skyline from the city that the customer is based in, or a shot from a park or natural setting inside that city.

Screenshots & Other Graphics

We make extensive use of other graphics in our blog posts as well as landing pages.

By default, all photos will be formatted with a drop shadow and rounded corners, which helps make screenshots more visible when they have a white background.

When creating screenshots, there are a few ways you can make them more valuable for users:

  • Adding arrows or highlight boxes to quickly call attention to the area of focus.
  • Screenshotting enough area to give the user context on what they're looking at, but screenshotting close enough to the subject matter so the user doesn't have to pinch zoom if they're reading on mobile.

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