People around table having a meeting

Brand Basics

Building the brand starts with the basics. Our logo, color palette and fonts will help you get started today.


To download the FloridaShines logo, if you have a PC you can simply "right-click" on the image and select, "Save image as..." and save a copy to your computer.  If you have a Mac, just click on the image and drag it to your desktop.   


Space Yourself

Providing clear space around the logo will give it proper visibility and contrast. Crowding the logo with other graphic or textual elements will compete with, not complement, the brand.

How do you know how much clear space to have? Use the "C" rule. If you have clear space that is the height of at least one capital "C" all around the logo, you probably have the minimum amount of clear space. (But more space is always better.) Example below.



Palatable Colors

Our primary palette is comprised of Lime and Sky Blue, with complementing secondary colors and gray for headlines and copy. 

  • Sky Blue is used exclusively in the logo, giving it the most prominence.
  • Tangerine is used most prominently for backgrounds and large graphic elements for emphasis.
  • Orange, Lemon and Marine are used as highlight colors.
  • Gray is used exclusively for headlines and body copy.
  • White, though used in application as reversed copy out of blue in layout, should be thought of as a spacious playground for the other colors to shine. With ample white space in the layout, the other colors will have greater impact.

FloridaShines color palette

Fonts to Use

Headlines are in Roboto Slab regular, upper- and lowercase. The headline color on a white background is 70% black (gray).

Body copy is in PT Sans Regular, upper- and lowercase. Intro lines can be in bold all caps. Body copy should be 60% black (gray) on white. Intro lines to body copy can be in all caps and bold and in blue for more emphasis.

If you do not have the Roboto Slab or PT Sans font, you can substitute Palatino, 70% black (gray) for the headlines, and Arial, 60% black (gray) for the body copy.