System NotesBrand / Live specimen

Apollo Advisors

A review surface for the Apollo identity system.

Inspect marks, type, color, product accents, and interface states from the same tokens and primitives used across the product.

Current brand lockup

Apollo Advisors

MarkA°

PlatformApollo System°

Modelive

01 / Identity

The mark should read as foundational, precise, and optically attached.

Primary

Apollo Advisors

Full wordmark for public and system surfaces.

Compact

A°

Navigation, favicons, dense shell affordances.

Degree

Ecosystem signature, not decorative punctuation.

02 / Mark rules

A° needs explicit clearspace, minimum-size, and misuse rules.

Clearspace model

Minimum clearspace equals the optical width of the degree symbol on all sides. Compact surfaces may use the inner container, but the mark should never touch a frame.

Browser favicon

16-64 px

Use compact A° only. Degree remains visible but secondary.

Shell/navigation

32-40 px

Use the compact mark or full wordmark with minimum 8 px clearspace.

Cards and command

44-56 px

Use mark container with charcoal field and restrained border.

Open Graph

96 px+

Pair the mark with metadata; never let it become decorative wallpaper.

Presentation/print

18 mm+

Use the full wordmark when the audience may not know the mark.

Correct

A°

Serif mark, attached degree, charcoal field, quiet bronze edge.

Incorrect

A °

Do not detach the degree or treat it like a separate ornament.

Incorrect

Do not replace the degree symbol with punctuation.

03 / Typography

IBM Plex gives the system authority, utility, and operational metadata.

Foundational identity

IBM Plex Serif

Apollo Advisors°

Operational interface

IBM Plex Sans

Calm systems for serious operators

Metadata and state

IBM Plex Mono

TOKEN / ACTIVE / VERIFIED

04 / Color

The charcoal core carries structure; warm bronze is reserved for focus.

Semantic tokens

background

var(--background)

Page canvas

surface

var(--surface)

Primary surface

panel

var(--panel)

Grouped panels

elevated

var(--elevated)

Raised content

foreground

var(--foreground)

Primary text

muted

var(--muted)

Secondary copy

border

var(--border)

Structural lines

accent-primary

var(--accent-primary)

Focused action

Charcoal scale

black

#000000

charcoal-950

#0D1012

charcoal-850

#212B31

charcoal-750

#36454F

charcoal-650

#4B5F6D

charcoal-550

#5F7A8C

charcoal-450

#7A93A4

Warm focus accents

warm-soft

#CDC3A4

warm-base

#A49876

warm-primary

#7C7152

warm-deep

#594E2F

05 / Contrast

Contrast should be visible as a pass/fail contract, not a vibe check.

ModePairRatioGradeUsage

Light

Body text

Primary reading copy

17.79:1

Primary reading copy

Light

Muted text

Secondary UI copy

6.65:1

Secondary UI copy

Light

Bronze accent

Focus labels and metadata

4.84:1

Focus labels and metadata

Light

White on charcoal

Reversed brand panels

18.25:1

Reversed brand panels

Dark

Body text

Primary dark-mode copy

17.79:1

Primary dark-mode copy

Dark

Muted text

Secondary dark-mode copy

9.19:1

Secondary dark-mode copy

Dark

Bronze accent

Dark-mode focus accent

10.85:1

Dark-mode focus accent

Dark

Panel text

Cards and elevated panels

13.80:1

Cards and elevated panels

06 / Ecosystem

Product marks must feel related without collapsing into the same brand.

Apollo Advisors

Foundational layer

Live

Predictable, scalable growth designed as an operational system.

accent

#212B31

tier

Foundational layer

mark

Clarity

Application layer

Live

Use five guided questions to find the signal, define your focus, and leave with a shareable next step.

accent

#1D76BC

tier

Application tool

mark

Signum

Governance

Live

Run your client portfolio from one operational decision view.

accent

#21374D

tier

Foundational layer

mark

Ratio

Application layer

Live

Bring accounts, statements and transactions into one canonical ledger for clear, traceable financial decisions.

accent

#46546F

tier

Application tool

mark

GrowthBooks

Diagnostic tool

Live

Validate growth decisions before scale makes them expensive.

accent

#3498DB

tier

Application tool

mark

ProductBooks

Diagnostic tool

Live

Validate product decisions before scale makes them expensive.

accent

#9B59B6

tier

Application tool

mark

ProfitBooks

Operational utility

Live

Validate financial decisions before scale makes them expensive.

accent

#F39C12

tier

Application tool

mark

PeopleBooks

Operational utility

Live

Validate people decisions before scale makes them expensive.

accent

#1ABC9C

tier

Application tool

mark

08 / Asset inventory

Assets need canonical names, dimensions, and export paths.

Browser favicon

apollo-advisors-icon-64.png

Generated PNG / 64 x 64

Download

Apple touch icon

apollo-advisors-apple-icon-180.png

Generated PNG / 180 x 180

Download

Open Graph share image

apollo-advisors-og-1200x630.png

Generated PNG / 1200 x 630

Download

Legacy ICO fallback

favicon.ico

Static ICO / 16 x 16, 32 x 32

Download

Registry-backed marks

Apollo Advisors

apollo-advisors.mark

Clarity

clarity.mark

Signum

signum.mark

Ratio

ratio.mark

GrowthBooks

growthbooks.mark

ProductBooks

productbooks.mark

ProfitBooks

profitbooks.mark

PeopleBooks

peoplebooks.mark

09 / Route previews

Every public route family needs an intentional share variant.

AProduct/home

Home

Product overview and ecosystem orientation.

Homepage

ALearning offer

Courses

Structured Apollo Learn courses for the connected questions founders face while building a company.

Courses

/learn/courses

AEditorial insight

Insights

Published Apollo essays, operating insights, and durable founder thinking.

Essays

/learn/articles

AMedia episode

Videos

Apollo Cinema films, founder conversations, and practical walkthroughs.

Podcasts

/learn/videos

AProduct directory

Build

Capability-led application discovery across the Apollo ecosystem.

Product ecosystem

/build

ASystem note

Brand System Review

Live Apollo brand specimen for reviewing marks, typography, color, and UI states.

Brand system

/system-notes/brand

10 / Platform crops

Share artwork needs crop-safe previews for the places links actually travel.

ASafe crop

Apollo Advisors°

Slack

1200 x 630

Center-safe title, visible domain, no small UI text.

ASafe crop

Apollo Advisors°

1200 x 627

Keep mark and headline inside central 80% safe zone.

ASafe crop

Apollo Advisors°

X / Twitter

1200 x 675

16:9 crop should preserve mark, title, and first description line.

ASafe crop

Apollo Advisors°

iMessage

1200 x 630

Preview should read at thumbnail size with high contrast.

ASafe crop

Apollo Advisors°

Browser tab

16-64 px

A° mark only; no wordmark at tiny sizes.

ASafe crop

Apollo Advisors°

Installed app

180 x 180

Rounded square icon with charcoal field and white mark.

11 / Learning icons

Learning-theme icons should stay legible as a connected operating set.

Clarity & FocusDecision quality StrategyDirection and trade-offs ProductCustomer evidence GrowthMarket motion PeopleTeam ownership ProfitUnit economics OperationsRepeatable systems

12 / Media brands

The two podcast surfaces should feel like Apollo media, not orphan channels.

Founder playbook

Moonshots Podcast

Founder playbooks and operating patterns drawn from world-class performers.

Turn founder-level lessons into practical operating patterns for focus, execution, and next-step clarity.

Open channel

Scale intelligence

The Growth Engine

Growth systems and scale decisions for modern companies in an AI-powered world.

Model repeatable growth systems with the operating habits and decision framing used by teams scaling in an AI-powered world.

Open channel

13 / UI states

Controls, forms, and operational panels need to preserve calm under interaction.

Command sample

Review brand assets

Decisive action

Primary

Use when the system needs one clear next move.

Supporting action

Secondary

Use for related actions that should not compete.

Inspection action

Outline

Use for review, compare, and neutral operations.

Review prompt

Use this page to make subjective brand decisions against real components: does the mark hold, do accents stay in role, and does the system still feel composed in dense UI?

14 / Motion review

Motion should confirm state without competing for attention.

Live specimen

Card hover and focus

Border and elevation change without layout drama.

Form state

Idle

Ready

Command open/close

240 ms

Opacity + small translate; no bounce or scale theatrics.

Card hover/focus

160-220 ms

Border, text, and soft illumination only.

Form focus/error/success

160 ms

Visible focus and validation without layout shift.

Route loading

320 ms

Skeleton/state handoff keeps page hierarchy stable.

Reduced motion

Immediate

Non-essential animation is removed or reduced to opacity.

15 / Coverage

Brand review goal coverage.

Goal state

This surface now covers the core control points for inspecting, validating, and exporting Apollo brand assets across identity, accessibility, motion, and distribution contexts. The next step is turning these specimens into generated exports and regression checks.

Mark rules implemented in this review surface.

Contrast matrix implemented in this review surface.

Asset inventory implemented in this review surface.

Motion review implemented in this review surface.

Route share variants implemented in this review surface.

Platform crops implemented in this review surface.

Applied surfaces

/learn

Hub

BrandHero, BrandFactStrip, guide overview cards

/learn/[theme]

Guide pages

GuideHero metadata, reading surface, repeated guide cards

/learn/[slug]

Guide pages

BrandHero and GuideHero variants for theme, format, scaffold, and canonical guide details

/learn/courses

Course catalog

BrandHero, fact strip, reversed available-course panel

/waitlist

Course catalog

Redirects legacy enrolment traffic into the branded Learn surface

/learn/videos

Media library

BrandHero, featured media panel, video cards

/learn/articles

Editorial index

BrandHero, fact strip, featured article, article card grid

/insights

Editorial index

Redirects into the branded Apollo Learn articles surface

/blog

Editorial index

Redirects into the branded Apollo Learn articles surface

/insights/[slug]

Editorial detail

Brand metadata row, editorial hero, article shell, related article cards

/library

Knowledge index

BrandHero, fact strip, search shell, library resource cards

/search

Knowledge index

Redirects search queries into the branded Library search surface

/books

Book catalog

BrandHero, fact strip, topic cards, bookstore filters, book cards

/books/[slug]

Book detail

BrandHero, cover aside, author metadata, reader actions and reading note

/recommendations

A review surface for the Apollo identity system.

The mark should read as foundational, precise, and optically attached.

A° needs explicit clearspace, minimum-size, and misuse rules.

IBM Plex gives the system authority, utility, and operational metadata.

The charcoal core carries structure; warm bronze is reserved for focus.

Semantic tokens

Charcoal scale

Warm focus accents

Contrast should be visible as a pass/fail contract, not a vibe check.

Product marks must feel related without collapsing into the same brand.

Shared links need a complete brand payload, not only an image.

Assets need canonical names, dimensions, and export paths.

Every public route family needs an intentional share variant.

Share artwork needs crop-safe previews for the places links actually travel.

Learning-theme icons should stay legible as a connected operating set.

The two podcast surfaces should feel like Apollo media, not orphan channels.

Moonshots Podcast

The Growth Engine

Controls, forms, and operational panels need to preserve calm under interaction.

Review brand assets

Motion should confirm state without competing for attention.

Brand review goal coverage.