Brand Guidelines
How to use the EdgeTrader identity in marketing, partnerships, presentations and product surfaces — so every touchpoint feels like the same institutional platform.
Three rules that hold the brand together.
Institutional first
Tone is precise, calm and authoritative. We talk like an infrastructure vendor, not a retail broker.
Typography with intent
Display headings use a refined serif/grotesque pairing. Body sits in a humanist sans for readability across dashboards.
Disciplined spacing
Generous negative space, 12-column grids, and a strict 8px base scale. Density is earned, not assumed.
Clear space, contrast and color.
- Use the primary logo on light backgrounds and the white mark on dark surfaces.
- Maintain minimum clear space equal to the height of the 'E' mark on all sides.
- Lock the wordmark proportions — never stretch, skew or recolor.
- Pair only with the approved palette tokens (Brand Red, Ink, Navy, Paper).
- Don't apply drop shadows, outlines or gradients to the wordmark.
- Don't place the logo on busy photography without an overlay scrim.
- Don't recreate the icon — always use the supplied SVG/PNG files.
- Don't combine the EdgeTrader logo with a partner mark without prior approval.
A pairing built for dashboards and decks.
How EdgeTrader talks.
Confident, not loud
We state capability with evidence — uptime, latency, AUM, regulators — never adjectives alone.
Technical, not jargon
We use the right industry term (FIX, STP, A-book) and explain it once for non-experts.
Partner, not vendor
We talk about 'your traders', 'your book', 'your risk' — the platform serves the broker's brand.
Screenshots over stock photography.
Always lead with real product UI on dark surfaces. Lifestyle imagery is supporting, never primary.