FBL BRAND KIT • VERSION 1
Fellowship of Business Leaders
This guide protects FBL's identity as it scales. It is written for designers, chapter leaders, printers, and web teams.
The rules below are not suggestions—consistent execution is the brand.
Asset Kit includes: Primary Midnight Navy seal, White transparent seal, and print-safe one-color versions,
plus approved typography references for web and print.
Logo files provided (what to use, when):
- JPEG — Best for simple previews and general use on white backgrounds. Not ideal for transparency.
- PNG — Use when you need transparency (especially the white logo over colored backgrounds).
- PSD — Source file for designers only. Use for internal production; do not export "new logo versions."
- SVG — Best for web and scalable print. Crisp at any size. Preferred for websites and vendor print workflows that accept vector.
- WebP — Best for modern web performance (small file size). Use on websites when supported.
Color System (Strict Use)
FBL uses a disciplined, single-color identity. Midnight Navy is the only official brand color.
The blue seal is used on white backgrounds only. On any non-white background, use the white logo.
Background Rules
Approved
- Midnight Navy logo on white or off-white backgrounds.
- White logo (transparent) on non-white backgrounds (brown, orange, yellow, purple, textures).
- High contrast and immediately legible from distance.
Not Allowed
- Midnight Navy logo on black, charcoal, dark gray, dark blue, or any similar dark tone.
- Gradients, tints, opacity changes, or decorative effects.
- Low-contrast placements where the seal isn't obvious.
Rule of thumb: If the logo doesn't read clearly from 10 feet away, it's not approved.
RGB vs CMYK (when to use which):
RGB is for screens—websites, slides, video, and anything viewed digitally. It's how monitors and phones create color using light.
CMYK is for print—business cards, banners, embroidery guides, and anything produced with ink. Printers build color using Cyan/Magenta/Yellow/Black.
Use RGB for all online assets. Use CMYK for any vendor print workflow to keep color consistent on paper and materials.
Typography
Typography is part of the authority signal. Keep it simple: one serif for leadership, one sans for clarity.
Primary Typeface
Le Monde Livre Cla Std is the official FBL primary typeface.
Use it for headlines, titles, formal documents, and chapter-facing materials.
Practical Leverage
Strategic introductions. Collaborative opportunities. Shared insight from experienced operators.
HEADLINE
Le Monde Livre Cla Std
Disciplined Fellowship
A community that respects time and responsibility—and protects the signal-to-noise ratio.
BODY
Inter / Plex / Source Sans 3
Usage Rules
- Never mix more than one serif and one sans-serif in an asset.
- Use the serif for authority (headlines) and sans for readability (body/UI).
- Avoid decorative fonts, scripts, and trend typography.
Logo Usage
The FBL seal is a fixed mark. It must never be re-typed, redrawn, modified, or "improved."
Use only the approved files provided in the asset kit.
Approved Logo Versions
- Primary: Midnight Navy seal on white background.
- Alternate: White seal (transparent) for non-white backgrounds.
- Print-safe: One-color versions (black or white only) when required.
Clear Space
Maintain clear space around the logo equal to the height of the "F" in "FBL."
No text, borders, or graphics may enter this area.
Non-Negotiables
Do
- Use the Midnight Navy seal on white/off-white.
- Use the white transparent seal on strong, high-contrast colors.
- Keep the seal large enough to read instantly (especially on mobile).
Don't
- Do not place the Navy seal on dark backgrounds.
- No shadows, outlines, gradients, or opacity changes.
- No stretching, squeezing, rotating, or cropping.
Distance test: If someone can't identify the seal instantly, the placement fails.
Voice & Language
FBL communicates like leaders: calm confidence, professional restraint, and moral clarity.
No hype, no buzzwords, no sales pressure.
Voice Attributes
- Clear: short sentences, direct claims, no fluff.
- Measured: confident, never loud.
- Respectful: time-aware, responsibility-aware.
- Grounded: practical outcomes over abstract inspiration.
Faith Expression Rule
FBL is faith-based in values, not marketing language. Avoid performative language.
Faith shows up through integrity, stewardship, and service—not slogans.
Examples
Approved
- "Leaders committed to integrity, responsibility, and long-term impact."
- "Strategic introductions and shared insight from experienced operators."
- "A disciplined fellowship for established business leaders."
Not Allowed
- "Hustle. Grind. Crush."
- "High-energy networking community."
- "Kingdom entrepreneurs changing the world" (performative faith tone).
Chapter Branding Rules
Chapters represent FBL. Chapters do not redefine it. Consistency is the scaling advantage.
Chapter Naming Convention
- FBL – [City / Region]
- Examples: FBL – Greater Louisville, FBL – Western Kentucky, FBL – Tampa Bay
- No creative variations, no nicknames, no taglines appended.
Chapter Logo Rules
- Chapters do not create their own logos.
- The master seal is always used as-is.
- Chapter name appears as text near the seal (set in approved typography).
Chapter-Level Prohibitions
Allowed
- Use the approved seal.
- Use white or high-contrast backgrounds.
- Use the official fonts only.
Not Allowed
- Custom colors or palettes.
- Custom icons, crests, or sub-brand marks.
- Modified seals, effects, or local reinterpretations.
Default when unsure: White background + Midnight Navy seal + restrained typography.
