Brand guidelines

Three people, rising.

The Human Stock mark is a bar chart made of people. Each figure stands a little taller than the last, and the tallest wears gold: the person you believe in. It says what the product does in one glance: invest in people.

Logo

Use the primary logo wherever it fits. Use the mark alone where space is tight or the name is already obvious.

Primary logo

Default. On white and light surfaces.

SVG PNG

Logo on dark

On dark surfaces and photos with a dark overlay.

SVG PNG

Stacked

For square spaces: posters, merch, splash screens.

SVG

Stacked on dark

Square spaces on dark.

SVG

Mark

App icon, favicon, avatars.

SVG PNG

Flat mark

Without the tile, on light surfaces.

SVG

One-color, dark

Stamps, embossing, one-color print.

SVG

One-color, light

One-color on dark or on photos.

SVG

Clear space and size

Clear space

Keep at least one head’s width of space around the logo: a sixth of the mark’s height.

Minimum size

Mark: 16 px, using the pixel-fitted favicon. Full logo: 96 px wide. Below that, use the mark.

Don’t

Recolor the gold head or make all three heads gold.
Stretch, skew, rotate or outline the mark.
Rearrange the figures or change their heights.
Set the wordmark in another typeface or in all caps.
Put the logo on busy photos without a dark overlay.
Add shadows, glows or gradients to the logo.

Color

Indigo carries the brand. Gold is spent sparingly, on the one thing that matters most in a view.

Human indigo

The brand. Logo tile, primary buttons, links.

Destiny gold

The person you believe in. Logo head, Destiny Coins, highlights.

Ink

Text and the wordmark on light surfaces.

Night

Dark backgrounds, social cards.

Paper

Light backgrounds.

Market color	Use	Light theme	Dark theme
Gain	Price up. Always with ↗ or + sign.
Loss	Price down. Always with ↘ or − sign.
Coin	Destiny Coin amounts, with the coin icon.

Gain and loss never travel alone: every price move also carries an arrow and a sign, so color is never the only signal.

Typography

Two families and a mono. The serif speaks for people; the sans runs the market.

Display · Instrument Serif

Invest in people.

Headlines, people’s names on their stock page, the roast. 28 px and up. Italic for the one word that carries the feeling.

Interface · Geist

Human Stock

The wordmark, buttons, body copy and numbers. SemiBold at −2.5% tracking for the wordmark; Regular and Medium for text.

Data · Geist Mono

$ADAEZE

Tickers and references. Prices use Geist with tabular figures so digits don’t jump.

Voice

Warm, sharp and a little playful, like a friend who works in finance and grew up in Lagos. Never hype, never a promise of money.

Believe, don't bet

We talk about belief and support. Real money is always a backing: a gift, with no return promised.

Kind teasing only

Roasts poke at habits and ambitions. Never looks, ethnicity, religion, gender, health or money troubles.

Plain and specific

Short sentences, real numbers, named people. A milestone with a date beats a paragraph of adjectives.

Say	Not
Back Kemi with ₦1,000.	Invest ₦1,000 in Kemi and earn returns.
Destiny Coins are play money.	Grow your coins into real cash.
The analyst values you at ₦4.1M.	You are worth ₦4.1M.
Ngozi just posted a milestone.	BREAKING: Ngozi stock MOONING 🚀🚀