01

Brand standards · 2026

GovernmentAffairs.co
Brand Guide

A clear, credible identity for political intelligence that helps people find a path to the leaders who shape policy.

GAGovernmentAffairs.co
02

Brand foundation

Purpose, promise, and personality

Purpose

Make complex political and relationship data useful at the moment a team needs to reach a decision-maker.

Promise

Bring trusted sources together to reveal who matters, who can connect you, and where the next conversation can happen.

Personality

Informed, direct, discreet, institutional, practical, and confident—never flashy or speculative.

Core message

Find the path to the people who shape policy.

GovernmentAffairs.co Brand Guide
03

Color system

Institutional depth with a precise signal blue

Capitol Navy#14253D · Primary
Signal Blue#078ACB · Action
Paper#F7F6F2 · Background
Stone#E9ECEC · Secondary
Civic Red#A53B39 · Reserved accent

Use Navy as the authority color, Blue for actions and pathways, and neutrals for reading surfaces. Reserve Civic Red for rare editorial emphasis—not primary calls to action.

04

Typography

One family. Clear hierarchy.

Source
Sans 3

Primary and only brand typeface. An open-source humanist sans serif designed for clarity on screens and in dense information environments.

Headlines · 650

Letter spacing −4%. Tight, confident, and sentence case.

Subheads · 700

Use short, useful labels that advance comprehension.

Body · 400–500 · 16px minimum

Maintain 1.5–1.7 line height for long-form readability.

Eyebrow · 800 · tracked

05

Logo system

Compact, direct, and always legible

GAGovernmentAffairs.co
GAGovernmentAffairs.co

Typeface

Source Sans 3, ExtraBold / 800.

Clear space

Keep at least half the GA mark width around every side.

Minimum size

Full lockup: 180 px digital. Mark alone: 28 px.

Do not stretch, recolor individual letters, add effects, or place the lockup over visually busy imagery.

06

Interface language

Actions should feel decisive, not decorative

Book a demoPrimary pathwaySecondary action

Radius

3–6 px. Avoid overly soft, inflated card shapes.

Spacing

Use a disciplined 8 px base rhythm with generous section spacing.

Icons

Simple outlined icons, consistently sized at 16, 20, or 24 px.

Prioritize hierarchy, useful contrast, and fast scanning over visual novelty.

07

Photography and imagery

Show access, institutions, and human connection

Civic architecture should support the message—not overpower it.

Use

Authentic briefings, staff collaboration, government architecture, events, and relationship-building moments.

Treatment

Natural editorial photography with restrained color, documentary lighting, and clear focal points.

Avoid

Abstract AI imagery, glowing orbs, fake dashboards, staged handshakes, flags as decoration, or partisan symbolism.

08

Voice and messaging

Be specific about the path forward

Do

Lead with practical outcomes: find the staffer, identify the event, understand the relationship, reach the target.

Use confident verbs: find, connect, map, monitor, brief, reach.

Don’t

Use vague AI claims, political hype, fear-based urgency, or unprovable superlatives.

Avoid jargon such as revolutionary, game-changing, or intelligence-powered without explanation.

Message hierarchy

Headline: the human outcome.   Support: how aggregated data makes it possible.   CTA: the next concrete step.

09

Quick reference

Brand system at a glance

Typeface

Source Sans 3 · 400, 500, 650, 700, 800

Primary colors

Capitol Navy #14253D
Signal Blue #078ACB
Paper #F7F6F2

Logo

GA mark + GovernmentAffairs.co wordmark

Signature message

Find the path to the people who shape policy.

Primary CTA

Book a demo

Design principle

Credibility first. Every element must improve understanding.

governmentaffairs.co · Complete brand system
10

Sign-in imagery concepts

Connection should feel human and credible

Professional policy reception greeting

01 · Policy reception

A recognizable meet-and-greet moment. Best for communicating access and active relationship-building.

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Introduction at a policy roundtable

02 · Roundtable introduction

More substantive and intimate. Best for showing a trusted intermediary creating the path.

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Professional introduction in a government corridor

03 · Government corridor

The most institutional option. It balances human connection with a clear sense of place.

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GovernmentAffairs.co Brand Guide · Image concepts
11

Casual connection concepts

The path often starts outside the meeting room

Casual introduction in a hotel lobby

04 · Hotel lobby

Warm and accessible without losing credibility. Recommended for the homepage FAQ section.

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Casual professional networking at a hotel bar

05 · After-hours reception

Shows relationships developing naturally after a formal program or conference.

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Informal introduction over coffee

06 · Coffee introduction

Quiet, purposeful, and human—the strongest option for a one-to-one connection story.

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GovernmentAffairs.co Brand Guide · Casual image concepts
12

Connection scenario library

Formal and informal paths to a conversation

Capitol office meeting

07 · Capitol office

A credible direct route through legislative staff and the working office.

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Conference hallway introduction

08 · Policy conference

A timely introduction between sessions where shared context is already present.

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Professional conversation at a baseball game

09 · Baseball hospitality

An informal shared experience that creates rapport beyond the meeting room.

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GovernmentAffairs.co Brand Guide · Connection scenario library