Brand Identity System
ViDERITY
Style Guide
Strategic / Creative / Technical
This guide defines Viderity's visual and communication standards across all touchpoints. It exists so our brand shows up consistently whether we're writing a proposal, designing a slide deck, or building a client portal.
Version 1.0 | March 2026
01
Color System
Primary Palette
Aa
Navy Dark
#062040
Backgrounds, headers, deep contrast elements
Aa
Blue Deep
#0A4880
Primary brand blue, CTAs, strong UI elements
Aa
Blue Mid
#1565C0
Hover states, secondary actions, links
Aa
Blue Bright
#1E7FD8
Interactive elements, highlights, gradients
Aa
Teal
#17C3C8
Accent color, eyebrows, success states, badges
Aa
Teal Light
#5DE0E4
Hover variants, soft highlights on dark backgrounds
Complementary Palette
Aa
Gold
#F5A623
Emphasis CTAs, award callouts, WOSB/HUBZone identity
Aa
Gold Light
#FDD68A
Backgrounds, subtle callouts, hover states on gold
Aa
Slate
#4A7FB5
Secondary text on dark, data visualization, tertiary UI
Aa
Berry
#7B2D5E
Accent alternative to gold; strong contrast with blue family
Aa
Berry Light
#B85C93
Hover states, soft highlights, badge backgrounds
Aa
Berry Pale
#F5E6F0
Alert backgrounds, tinted section fills, callout cards
Neutral Palette
Aa
Gray 100
#F4F7FC
Page backgrounds, section fills
Aa
Gray 200
#E4EAF3
Borders, dividers, card backgrounds
Aa
Gray 400
#99ABBE
Captions, placeholder text, inactive icons
Aa
Gray 600
#5A6E85
Body copy on white, secondary text
Aa
Gray 800
#2C3E50
Primary body text, headings on light backgrounds
Aa
White
#FFFFFF
Cards, forms, text on dark backgrounds
02
Typography
Rajdhani
Display / Heading font — use for all headlines, labels, navigation, and eyebrows
Strategic.
Creative.
Technical.
Creative.
Technical.
Aa
Light
300
300
Aa
Regular
400
400
Aa
Medium
500
500
Aa
Semi
600
600
Aa
Bold
700
700
Source Sans 3
Body / UI font — use for body copy, descriptions, data, and form fields
Viderity helps organizations face the future with confidence through transformative insights, provocative thinking, and tangible outcomes. We combine strategic vision with technical precision and creative excellence.
Aa
Light
300
300
Aa
Regular
400
400
Aa
Semi
600
600
Aa
Bold
700
700
Face The Future
Strategic by Design
Data Analytics & Intelligence
IT & Digital Services
What Clients Say
Viderity can help you embrace innovation to drive new value for your organization through transformative insights, provocative thinking, and tangible outcomes that move the needle.
Award-winning company recognized for excellence in design, technology, management, and creative services. Certified HUBZone and woman-owned. Ranked by OpenRatings as a Top 10% Performer.
Contract Number 47QTCA22D00AF | GSA Multiple Award Schedule | Modification submitted under latest refresh number
All services compliant with the Trade Agreements Act. All pricing reflects the 0.75% Industrial Funding Fee (IFF).
03
Logo Usage
Primary Logo
The black wordmark on a white or light background is the default for all printed materials, proposals, letterhead, email signatures, and general business use. Use other variants only when the background makes the black version unreadable.
Primary
Black — White & Light Backgrounds
White — Dark & Colored Backgrounds
Blue — Alternative Variant
Available File Formats
Rectangular logos (no padding) available as PNG for tight-fit layouts like app headers and favicons.
Rectangular logos with clear space available for general use, email signatures, and documents.
Square versions available for social media profile images and profile icons.
Adobe Illustrator (.ai) vector files available for print production and large-format display.
Download all logo files at viderity.com/viderity-logos
Do Not...
Do not stretch or distort the wordmark proportions.
Do not place the white logo on a white or light background.
Do not place the black logo on a dark or photographic background.
Do not add drop shadows, outlines, or visual effects to the wordmark.
Do not recreate the logo in a different font or redraw it manually.
Do not use seasonal logo variants in formal or government-facing materials.
04
Components
Buttons
Get Started
Primary / Teal
Learn More
Secondary / Blue Deep
View Services
Outline / Blue
Contact Us
Ghost / Teal
Request Proposal
Gold / CTA Emphasis
Badges & Tags
IT Services
Government
Data Analytics
Cloud & DevSecOps
HUBZone Certified
WOSB
ISO 9001
Berry Badge
CMMI ML3
UX Design
Strategic Comms
Content Cards
IT & Digital
Application Development
Custom web and mobile applications built on modern stacks, designed for scale and long-term maintainability.
Data & Intelligence
Dashboards & BI
Actionable insights delivered through intuitive dashboards that turn raw data into decisions that matter.
Management
Strategic Communications
Compelling narratives and outreach programs that connect agencies and brands with the people they serve.
Spacing Scale
4px
xs: inline gaps, tight badges
8px
sm: icon-text gap, small padding
16px
md: component internal spacing
24px
lg: card padding, row gaps
40px
xl: section sub-spacing
64px
2xl: between major sections
96px
3xl: page top/bottom padding
05
Gradients
Ocean Deep
Current Blue
Horizon
Depth
Bright Wave
Slate to Teal
Berry to Blue
Navy to Berry
Gradient Usage Notes
Ocean Deep is the flagship hero gradient, matching the brand background.
Horizon (blue to gold) should be used sparingly for high-impact CTAs only.
Gradients always flow left-to-right or top-to-bottom, never in reverse.
Never apply a gradient directly on body text. Headlines only.
06
Voice & Tone
Our Voice in a Sentence
"Viderity speaks like the smartest person in the room who still knows how to make complex things feel clear."
We sound like this
Confident and direct. We say what we mean.
Forward-looking. We frame things in terms of outcomes.
Expert but human. Technical depth without jargon for jargon's sake.
Specific. Numbers, names, and results over vague claims.
Collaborative. We talk with clients, not at them.
Grounded in mission. We care about the work that government does for people.
Not like this
Passive or hesitant. Avoid phrases like "we hope to" or "we try to."
Buzzword-heavy. Skip "synergy," "leverage," and "ecosystem" unless earned.
Stiff or bureaucratic. We are not a government agency; we partner with them.
Exaggerated. Superlatives without proof undermine trust.
Overly casual. We're warm but we're professionals.
Generic. If another company could have written it, rewrite it.
Complementary Color Note: Berry vs Gold
Berry (#7B2D5E) is the recommended complementary choice. It is rare in the govtech space, pairs naturally with navy and teal, reads as sophisticated and premium, and holds up equally well in print and digital. Use for high-emphasis elements, feature callouts, and creative-facing materials.
Gold (#F5A623) is retained as a secondary option, particularly for certifications and award callouts where warm tones carry natural meaning. Avoid using gold as a primary CTA color in formal government-facing proposals where it can read as informal.
Writing Style Notes
Use active voice whenever possible.
Use en dashes (not hyphens) for ranges. Avoid em dashes in favor of short, punchy sentences.
Capitalize proper service names: "Creative & Experience Design," not "creative design services."
Certifications are always cited by their exact name: ISO 9001, ISO 20000, ISO 27001, CMMI ML3.
Contract numbers are formatted in full: 47QTCA22D00AF.
Do not abbreviate "Strategic, Creative, Technical" in formal materials.
07
Motion & Animation
| Token | Duration | Easing | Use Case |
|---|---|---|---|
| Instant | 0ms | n/a | Visibility toggles, state changes that need no animation |
| Fast | 150ms | ease-out | Hover states on buttons, badge color transitions |
| Base | 250ms | ease-in-out | Card hover lift, dropdown open/close, icon transitions |
| Smooth | 400ms | cubic-bezier(0.25, 0.46, 0.45, 0.94) | Page section reveals, modal open, toast notifications |
| Deliberate | 600ms | cubic-bezier(0.16, 1, 0.3, 1) | Hero entrance, large image loads, data viz draw-on |
Motion should feel purposeful, never decorative for its own sake. When in doubt, use less animation. All animated components must respect the user's prefers-reduced-motion setting. The sweeping curve motif from our brand background is the conceptual reference point: fluid, continuous, and controlled.
08
Certifications & Credentials
These credentials are core to how Viderity presents itself to government and commercial clients. Always display them with their official names and, where space allows, alongside the relevant seal or badge. Never abbreviate or paraphrase certification names in proposals or official materials.
ISO 9001
Quality Management Systems
ISO 20000
IT Service Management
ISO 27001
Information Security
CMMI ML3
Dev + SVC Appraised
HUBZone
SBA Certified
WOSB
Woman Owned Small Business
WBE
Women's Business Enterprise
508 Compliant
Section 508 Accessibility