BRAND · CEJ CAPITAL
The Plate.
Engraved, not signed.
The brass nameplate on an office door. Two rules, the initials in capitals and the name beneath a short line. No script and no circle.
MARKS
Plate
Hero, letterhead, signage
ON INK
ON IVORY
MONO INK
MONO BRONZE
Square plate
Avatars and square placements
ON INK
ON IVORY
MONO INK
MONO BRONZE
Monogram
Navigation, favicons, anything small
ON INK
ON IVORY
MONO INK
MONO BRONZE
CONSTRUCTION
- Proportion
- 5:2, with a square variant
- Outer rule
- 1px, bronze
- Inner rule
- 0.5px, 6px clear inside the outer
- CEJ
- Instrument Serif capitals, tracked 0.18em
- Hairline
- Short and centred, 0.5px, bronze
- CAPITAL
- Barlow Condensed 500, tracked 0.45em
- Type
- Ivory on ink, ink on ivory. Bronze is for the rules only.
- Centring
- On the ink of the letters, not their advance
SIZES
- MINIMUM · PLATE
- 240px wide
- MINIMUM · SQUARE PLATE
- 120px
- MINIMUM · MONOGRAM
- 24px
CLEAR SPACE
The cap height of CEJ, clear on every side. Nothing else enters that field: no type, no rules, no other marks.
COLOUR
Ink
#0B0D10
Primary ground
ON INK 1.00 · ON IVORY 17.11
Ink 2
#121519
Raised surfaces, form fields
ON INK 1.06 · ON IVORY 16.10
Ivory
#F3F0EA
Type on dark; the one light section per page
ON INK 17.11 · ON IVORY 1.00
Steel
#8A9099
Secondary type and labels on dark, at full strength only
ON INK 6.05 · ON IVORY 2.83
Steel, on ivory
#5C6169
Secondary type and labels on ivory
ON INK 3.12 · ON IVORY 5.48
Hairline
#F3F0EA AT 12%
Rules and borders. Decorative only, never a field outline
ON INK 1.32
Bronze
#9A7B4F
The Capital accent: rules, one word, one line
ON INK 4.93 · ON IVORY 3.47
Bronze, on ivory
#87683D
Small accent type on ivory
ON INK 3.78 · ON IVORY 4.53
Favicon ground
#2F2920
Ink with a quarter of bronze, under icons
ON INK 1.35 · ON IVORY 12.66
TYPE
DISPLAY · INSTRUMENT SERIF
We don’t write checks. We build.
I · II · III · IV · V
Headlines, wordmarks, numerals. Italic for one or two words of a headline, never more.
LABELS · BARLOW CONDENSED
APPROACH · PORTFOLIO · OPERATORS · LETTERS · CONTACT
CEJ CAPITAL
500 · CAPITALS · TRACKED 0.22–0.32EM · 11–13PX
BODY · INTER
CEJ Capital holds equity in companies we helped scale. Our capital is operating expertise, infrastructure and time, and we invest our own money, not yours.
400 · 16–18PX · LINE HEIGHT 1.6 · IVORY AT 80%
SPACE
A four-pixel grid. Sections are separated by 96px on a phone and 160px on a desk. If a section feels full, cut content; never shrink the space.
USE
DO
DO
DO
DO
DO
DO
DON’T
DON’T
DON’T
DON’T
DON’T
DON’T
THE FAMILY
Three marks, one family. They share the type, the hairline and the ink; each has its own construction and only its own accent.
496PX BUILD · SVG AND PNG AT 1X, 2X AND 4X IN /BRAND/CAPITAL/