The JPB Brand Bible

The Logo

One signature, used with room to breathe. The white wordmark on dark is the primary mark. The JP seal is the symbol, for tight spaces where the full wordmark will not fit or read.

The wordmark (primary)

White · on dark (primary)

Blue · on white

The JP seal (symbol / special-use mark)

White seal · dark, small spaces

Blue seal · footers, avatars, favicons

Do

Match the mark color to the background: white on dark, blue or black on light.
Use the seal when the wordmark is too wide, or below its minimum size.
Keep it flat, single color, and legible.

Don't

Recolor, add a gradient, a shadow, an outline, or a glow.
Stretch, squash, rotate, or crowd it.
Put a face, a photo, or a program name inside the mark.

Clear Space & Size

Give the mark air, and never shrink it past the point where it reads. The measure for clear space is the height of the JP seal. Keep at least that much empty on every side.

Clear space = the height of the seal, on all four sides. Nothing (text, edges, other logos) enters that zone.

WORDMARK · min 120px / 1 in

SEAL · min 24px

Below these sizes, use the seal, or scale up. If you cannot read it, it is too small.

In Context & Readability

The mark has to hold on whatever sits behind it. Put it on a clean field with real contrast. When in doubt, ink navy or white.

✓ ON INK NAVY

✓ ON WHITE

✓ ON A DEEP BLUE FIELD

✕ ON MID GREY (WEAK)

✕ ON A BUSY FIELD

✕ BLUE ON DARK (LOW CONTRAST)

Color

Brand Blue leads and carries the system. Gold is a second, conditional color, not a second system: it earns its place only where blue would blend, on a small mark, one per piece. That restraint is what makes the brand recognizable at a glance. No green, no third hue.

Brand Blue

The working accent, everywhere: eyebrows, section numbers, rules, links, buttons, numbered squares, the one blue word.

#007BFF

The accent's lighter partner + the darks

Light Blue

#4DA3FF

Kickers on dark, the "blue word" in a title.

Gold (conditional)

#FFC600

Pathworth Confidence Gold, the shield colour. The one small mark that has to pop on a dark cover, where blue would sink. One per piece. Never a headline, never a fill.

Ink Navy

#0A0E17

Covers, contact pages, every dark surface.

Card (dark)

#131B2A

Cards and boxes on dark.

Blue Card

#0E2238

Callout boxes on dark.

On white pages

White

#FFFFFF

Content-page backgrounds.

Body Ink

#1A1A1A

Main reading text on white.

Body Grey

#5A6675

Secondary text on white. (Locked.)

Tint

#F0F6FF

Light callout fill.

Support greys & hairlines

Muted

#9AA7B8

Body text on dark.

Dim Grey

#67768A

Footers, footnotes.

Faint Blue

#D9E6F2

Hairlines, faded section numbers.

Hairline (dark)

#24304A

Dividers on dark.

Type

Two working fonts. Outfit for everything that leads, Work Sans for everything you read. Eyebrows and labels are uppercase and wide-tracked.

Outfit

Display · headlines · numbers · labels

Aa Bb Cc

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9

Work Sans

Body · reading · captions

Aa Bb Cc

The body font carries every sentence someone actually reads. Set it at a comfortable size with generous line height. Plain words, room to breathe, nothing decorative.

What is yours, and what is rented. Outfit and Work Sans are free, widely-used fonts. They are clean and safe, but they are not exclusive to this brand. The one piece of type this brand truly owns is the signature wordmark, drawn in Stephen Type and Cristhyna Signature. Use those two script fonts for the logo art only, never for headings or body. If the brand ever wants a fully owned voice in type, the move is to license or commission a distinctive display face, the way the big brands do.

The type scale (A4 document reference)

Cover title · 56–64

Meet Your AI Assistant

Section title · 31

Direct it.

Watermark number · 120

Body · 11.5

Everyday reading text.

Eyebrow · 9 · tracked

WHO IS TALKING

The Devices

The furniture that makes a page unmistakable, and how "the points" look. These are original to this brand, not a generic template. The building blocks are universal; the specific look is yours.

Who is talking

SECTION 01

Direct it.

Numbered list (blue squares)

Ask it clearly.Talk to it like a sharp new helper.

Check it.It sounds sure even when it is wrong.

The one rule

A callout is a tint box with a blue left rule. Use it for the single thing they cannot skip.

Key takeaway

A dark card that carries the one idea worth keeping from the page.

The standard is that they leave with something they can use tomorrow morning.

Jermaine Peguese

Co-branding

Some partnerships may be approved for a Jermaine Peguese + partner lock-up. When approved: the JP mark appears first, both marks share parity of size, placement, and prominence, and there is clear space between them per the rules above. It should read as a handshake between equals, never a merge.

The rule

Partner
symbol

If the partner uses their symbol, use the JP seal. If the partner uses their full logo, use the full JP wordmark. JP first, equal weight, clear space between.

Partner
symbol

On light · same rule, blue seal

The separator is flexible (default: the blue rule)

Blue rule (default)

Thin line

Dot

Slash

Marketing partnership cards

Partner logo

Event / campaign lock-up (dark)

Equal size, blue rule between, generous clear space.

Partner logo

Print / one-sheet lock-up (light)

Blue seal, same parity and spacing rules.

Do

Put the JP mark first, sized to match the partner.
Keep equal clear space on both sides of the separator.
Let the partner keep their own color and shape.

Don't

Merge, overlap, or lock the two into one mark.
Make one bigger or bolder than the other.
Recolor the partner to blue, or drop the separator.

Things to Avoid

The fastest ways to break the brand. If a mark ever shows up like one of these, it is wrong.

Do not stretch, squash, or distort.

Do not recolor. Blue, white, or black only.

Do not rotate or tilt.

No glows, shadows, or outlines.

Do not place on a busy background where it vanishes.

Never use the logo as a faint watermark over content.

Do not put a face or a photo inside the mark.

JP · PROGRAM NAME

Do not build a program or product name into the logo.

Make it yours

Never two accent words. Never a second color.

No low-resolution or pixelated marks.

Do not use the white mark on white. Match the background.

Do not box, badge, or frame the mark.

In Use

The same look, applied. Every surface uses the palette, the type, and the marks from this book.

Social avatarThe JP seal, centered on ink.

Website headerWordmark left, blue accent nav.

Jermaine Peguese

President & CEO · Pathworth

Business cardDark card, wordmark, one blue line.

Apparel & merchThe seal on a dark garment.

The Chairman of AI

Lead it. Don't
just use it.

PresentationOne idea, one blue word.

Jermaine Peguese

The Chairman of AI

JermainePeguese.com

Email signatureSeal, name, one blue contact line.

Asset Share

Grab the real files. The two packs below hold every format (PNG, SVG, EPS, AI, PDF, PSD) in Blue, White, and Black, the same way the big brands ship their assets.

★

★ The OFFICIAL folder

Start here when the question is “which one do I send.” One of each, verified: the official headshot in every size, the bios, the social links, the QR codes. Two tracks: Personal Brand / Pathworth (default) and NAACP (only in NAACP rooms).

Open OFFICIAL

01 · The Logo pack

The full wordmark. PNG, SVG, EPS, AI, PDF, PSD, in Blue, White, and Black, plus a read-me.

Download .zip

02 · The Symbol pack

The JP seal. PNG, SVG, EPS, AI, PSD, in Blue, White, and Black, plus a read-me.

Download .zip

Quick PNGs

Single transparent PNGs, for a fast grab.

Wordmark white Wordmark blue Seal white Seal blue

Fonts

Outfit (display) and Work Sans (body). Install before opening any Office file.