Mirror Marketing — Brand Toolkit

01 — Color

The Palette

Cyan is Mirror's signal color and belongs on nearly every surface. The base is near-black, never pure black. Gold is a deliberate but very sparse nod — one highlight at most per layout.

Signature

Mirror Cyan

#83D1F0

Accents, key lines, the logo bar. The dominant accent everywhere.

Deep Blue

#225A88

Hover/active on cyan, secondary fills, gradient partner.

Sparse nod

Gold

#F2C92E

One small highlight per layout. Warmth, never dominant.

Base

Near-Black

#1B1B1B

Primary background. Dark-first.

Gray

#797978

Captions, metadata. Large text only on white.

White

#FFFFFF

Text on dark. Default for dark-mode slides.

02 — Typography

Montserrat + Barlow

Display / Headlines — Montserrat ExtraBold

The old playbook broke.

We build the answer.

Montserrat 800 / 700. Slightly tightened tracking on headlines; wide positive tracking on labels like the logo's “MARKETING”.

Emphasis — Montserrat Bold Italic

A nod to yellow, kept behind cyan.

Body — Barlow Regular

Mirror Marketing pairs creativity with analytics for contractors and local service businesses. Body copy runs in Barlow at a single held size, set on a dark base with white or light-gray text for high contrast and easy reading.

Barlow 400 / 500. Pick one body size and hold it across a deck.

Tagline — Barlow Thin Italic

Digital Marketing, Websites, Content

03 — Logo

The Mark

The mirrored-R wordmark with its cyan vertical bar. White-on-dark is the primary lockup. Use the “with descriptors” version when the tagline adds value; the mark only for tight spaces and favicons.

Primary — white on dark, with descriptors

Black on light, with descriptors

Wordmark only — white on dark

M mark

Favicon

Social avatar

Icon variant

04 — Backgrounds

Surfaces

Dark-first. Reach for black, dark-blue gradient, and the blue-green hexagonal tech motifs before any stock photography. Apply a near-black scrim under text.

Black

Mirror

Mirror Zoom

Deep blue gradient

Hexagonal tech

Google

05 — Usage

Do & Don't

The gold nod, in practice

$1 in, $3 out.

One gold word against a cyan-and-white headline. That is the dose — a single accent, never a wash.

Do

Lead dark — near-black #1B1B1B is home.
Make cyan the recurring signal on every surface.
Include one small gold nod per layout — warmth, kept behind cyan.
Montserrat ExtraBold for headlines, Barlow for body and tagline.
Use the cyan accent bar as the repeating device.

Don't

Don't let gold dominate — a wash of gold reads as AOS.
Don't set small body copy in gray-on-white or cyan-on-deep-blue (large text only).
Don't add colors outside the palette — extend design.md first.
Don't round corners heavily — the brand is sharp and geometric.
Don't use pure black #000 — use #1B1B1B.