Welcome to the Northbound Systems Brand Guidelines
Why these guidelines?
We created these guidelines to make it easier—not harder—to represent Northbound Systems consistently and effectively. We get it, nobody loves rules. But when we all follow them together:
We can be more consistent.
Consistency is what makes a brand recognizable and trustworthy. Every time we use the brand correctly, we strengthen it. Every time we let things slide, we weaken what we've built.
We can be more effective.
A consistent brand only matters if it works. We measure success by how well we fulfill our brand promise and connect with the clients who need us most.
We can be more compelling.
When we get this right, we create emotional connections with clients, build lasting partnerships, and establish ourselves as the trusted technology partner for businesses ready to modernize.
Our Purpose
We believe in the power of engineering excellence combined with real-world business understanding.
We exist to help established businesses modernize their technology without disrupting their operations—providing custom software solutions through personalized attention, true partnership, and a deep understanding of what it takes to run a successful company.
We empower businesses through technology that works.
Our Promise
Engineering that understands business.
We are committed to building software that solves real business problems—not just elegant code, but solutions that drive operations, enable growth, and stand the test of time. We're partners you can trust with the technology that runs your business.
Our Brand Experience
To deliver our promise and live our purpose every day, we've established key aspects of our brand experience that ensure consistency and shape how any stakeholder views Northbound Systems.
We Enhance, Not Disrupt
Trust & Stability
Our clients trust us because we use proven technologies, take a methodical approach, and ensure their business keeps running while we build. We're the steady hand during technology transitions.
Engineers Who Speak Business
Operational Intelligence
We understand P&Ls, not just APIs. We've run businesses ourselves, so we know what's at stake. We balance technical requirements with operational realities, budgets, and timelines.
Consultative, Not Transactional
White-Glove Partnership
We meet you in person, learn your operations deeply, and become an extension of your team. We're committed for the long haul—not just for a project.
We Pay Attention to Every Detail
Meticulous Craftsmanship
From the first discovery call to ongoing maintenance, we're obsessed with quality. Our attention to detail isn't just about the code—it's about understanding your business and delivering solutions that truly fit.
Our Core Values
Our values are the set of guiding beliefs that help us function as a team and shape the way we work with clients.
At Northbound Systems, we are led by these core values:
Engineering Excellence
We are technically skilled and constantly improving. We write clean code, use proven technologies, and build systems that are maintainable and scalable.
Business First
Technology serves the business, not the other way around. We make decisions based on what will help our clients' operations succeed, not just what's technically interesting.
Honest Communication
We tell clients what they need to hear, not just what they want to hear. If something won't work, we explain why and propose alternatives. Transparency builds trust.
Long-Term Partnership
We're not here for a quick project and goodbye. We invest in lasting relationships, ongoing support, and being there when clients need us most.
Brand Identity
Logo Files
Below you'll find all approved versions of the Northbound Systems logo. Download any version as needed, or download the complete logo system.
Full Color Logo (Primary)
Dark Background Logo
Icon Only
One Color—Black
The Pathfinder
Our compass rose logo represents guidance, direction, and forward progress. The detailed, traditional design conveys trustworthiness and attention to detail, while the subtle north-northeast directional needle suggests momentum and growth. The compass is both literal—helping clients navigate their technology journey—and symbolic—representing our role as guides and partners.
Standard Clear Space
The Northbound Systems logo should always be surrounded by the prescribed clear space so that it is never crowded by other elements. The distance is determined by the height of the letter "N" in "NORTHBOUND."
Minimum Size
The horizontal logo should never be applied smaller than 120px wide. The icon-only version should never be smaller than 80px wide.
Improper Use - Do Not Alter the Logo
The Northbound Systems logo should not be altered in any way. Do not change colors, rotate, stretch, distort, squeeze, skew, apply any effects to the mark, or change the proportions, spacing, or typography.
Don't rotate
Don't change colors
Don't stretch or distort
Color Palette
The Northbound Systems palette consists of our primary brand color, complemented by warm neutral backgrounds and strong text contrast. Colors are typically used at 100%. Use tints and screens sparingly to maintain brand strength.
Sage Teal
HEX
#3b716d
RGB
59, 113, 109
Purpose
Primary brand color for logos, key elements, calls-to-action, and emphasis
Warm Cream
HEX
#f5efe6
RGB
245, 239, 230
Purpose
Warm, approachable backgrounds for websites and marketing materials
Charcoal
HEX
#242f2e
RGB
36, 47, 46
Purpose
Primary text color ensuring maximum readability and strong contrast
Note: Colors vary greatly based on application. Colors displayed follow Web Content Accessibility Guidelines (WCAG) and were selected to be legible for various color perceptions.
Typography
Lora - Headings & Emphasis
Lora is our primary typeface for headings and emphasis. It's a classic serif font that conveys trustworthiness, professionalism, and established credibility—perfectly reflecting the mature businesses we serve while maintaining modern readability.
Lora Bold - Headlines
The quick brown fox jumps over the lazy dog
Lora Regular - Subheadings
The quick brown fox jumps over the lazy dog
Lora Italic - Emphasis
The quick brown fox jumps over the lazy dog
DM Sans - Body Text
DM Sans is our sans-serif typeface for body copy, navigation, and UI elements. Its clean, modern design ensures excellent readability across all digital applications while complementing Lora's traditional character.
DM Sans Bold - Emphasis
The quick brown fox jumps over the lazy dog
DM Sans Regular - Body Text
The quick brown fox jumps over the lazy dog. DM Sans provides excellent readability for longer passages of text, making it perfect for body copy, descriptions, and detailed content. Its neutral character ensures the focus remains on the message.
DM Sans Medium - Navigation & UI
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Typography Hierarchy Guidelines
- Headlines: Lora Bold - confident, clear, authoritative
- Subheadings: Lora Regular - guiding, elegant
- Body text: DM Sans Regular - readable, approachable
- Navigation & UI: DM Sans Medium - clean, functional
- Emphasis: Lora Italic or DM Sans Bold
Templates & Assets
Template Files
Below are a variety of tools and template files to help with communications. Download them individually as needed, or download the entire collection.
Business Cards
Standard business card templates
Email Signatures
Employee email signature templates
Proposal Templates
Client proposal and quote templates
Presentation Templates
PowerPoint and Keynote templates
Social Media Images
Profile images for LinkedIn, Twitter, Facebook
Letterhead
Official letterhead templates
Questions About Our Brand?
If you need logo files in different formats, have questions about proper brand usage, or need guidance on representing Northbound Systems, reach out to our team. We're here to help partners, clients, and collaborators use our brand correctly and effectively.
Contact Us