Wealth Catalyst Brand Guidelines 2026
Download Brand Assets01Essence
Private, candid, and built on trust.
Everything in this guide serves one idea. Wealth Catalyst should feel like an invitation into a room where women speak openly about money with peers they trust.
A trusted room for women building, deploying, and stewarding wealth.
Talk openly about money.
We say the numbers out loud and ask the questions people usually keep to themselves.
Explore opportunities across asset classes.
Private markets, real estate, business ownership and philanthropy, learned from members who have done it.
Build relationships with peers you trust.
Introductions, deals and partnerships follow from trust, never the other way round.
Before anything goes out, ask: does this feel like an invitation into a private room, or like a pitch?
How We Write Our Names
- Wealth Catalyst
- Two words, both capitalized. Never “WealthCatalyst” or “WC” in running text.
- The Community
- The Wealth Catalyst Community on first mention, then the Community.
- Wealth Expanders
- What we call our members. Capitalized, always plural.
- The Summit
- The Wealth Catalyst Summit, with its city: the San Francisco Summit, the New York Summit.
- The Diligence Room
- Always with “The”. Our monthly peer-led session on live opportunities.
- Salon, Q&As, Cliff Notes
- The Monthly Virtual Salon, Speaker Q&As and their written Cliff Notes.
02Logo
Brand Logo
The logo pairs a slender W with the maroon C that wraps through it. Use the supplied files as they are; never redraw, recolor or rearrange them.
Versions
Primary
Our first choice. Black and maroon on cream or white.
Reverse
White and maroon, for black and warm-black backgrounds.
One-Color
All white on maroon or photography. All black for single-color print.
Monogram
For small and square spaces: avatars, favicons, stamps, social.
Reverse Monogram
A cream W for dark backgrounds.
Wordmark
For narrow horizontal spaces and running heads, where the monogram would be too small.
Trademark Versions
Every logo also comes with ™. Use these on external marketing, sponsor and press materials.
Clear Space, Size and the ™
Clear Space
Keep a margin of at least x on every side, where x is the height of the letters in WEALTH CATALYST. For the monogram alone, x is a quarter of its height.
Minimum Size
Below these widths the thin strokes of the W and the letters of the wordmark start to break up. Switch to the monogram in small spaces.
The ™ Versions
The symbol is part of the artwork. Use the ™ files; never type a ™ next to a standard logo.
Please Don’t
Stretch or Squash ItAlways scale from a corner so the proportions hold.
Recolor or Tint ItMaroon is always full strength. A faded maroon reads as pink.
Separate the W and CThe interlock is the mark. Don’t move, resize or reorder either letter.
Lose the COn maroon, use the one-color white version so the C doesn’t disappear.
Add EffectsNo shadows, glows, outlines, gradients or textures.
Rotate or Crop ItThe logo always sits level and whole.
03Color
Brand Palette
Core Palette
- HEX
- #93001D
- RGB
- 147 · 0 · 29
Our signature. The C, buttons, eyebrows and one accent per view.
- HEX
- #F9F7F4
- RGB
- 249 · 247 · 244
Our paper. The default background for pages, print and slides.
- HEX
- #000000
- RGB
- 0 · 0 · 0
The W, the wordmark and headlines on cream.
- HEX
- #120E0D
- RGB
- 18 · 14 · 13
Body text, and the background for dark sections.
- HEX
- #FFFFFF
- RGB
- 255 · 255 · 255
Cards on cream, and type on maroon or warm black.
- HEX
- #6E0016
- RGB
- 110 · 0 · 22
Hover and pressed states only. Never a second accent.
Supporting
- HEX
- #6B625C
- RGB
- 107 · 98 · 92
Secondary text: captions, dates, metadata.
- HEX
- #E4DED6
- RGB
- 228 · 222 · 214
Rules, borders and dividers.
Balance
A guide for any single page, slide or graphic. Maroon earns its place by being rare.
Contrast
19.6 : 1 · all text
8.7 : 1 · all text
9.3 : 1 · all text
2.1 : 1 · decoration only
Maroon at full strength, always. Never lighten, tint or fade it, and never use it at reduced opacity: diluted maroon turns pink. When a lighter feel is needed, use cream, white or the hairline neutral. For hover and pressed states, deepen to Deep Maroon.
04Typography
Brand Typography
Headlines and Quotes
Aaa
Playfair Display
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 & italic for emphasis
- Weights
- Regular and Italic only
- Use for
- Headlines, names, pull quotes, numerals in print
- Fallback
- Georgia
- License
- Free, SIL Open Font License. Files below.
Body, Labels and Buttons
Aa
Helvetica Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 Bold for labels
- Weights
- Regular for text; Bold for uppercase labels and buttons
- Use for
- Body copy, captions, eyebrows, buttons, forms
- Fallback
- Helvetica, then Arial (email and Windows)
- License
- Licensed typeface, installed on every Mac. Not distributed here.
Hierarchy
EyebrowHelvetica Neue Bold · 11–12 px · all caps · +0.24 em tracking · maroon
The Weekly Bulletin
DisplayPlayfair Display · 44–72 px · line height 1.05 · one italic phrase in maroon
The conversation continues.
HeadingPlayfair Display · 28–38 px · line height 1.15
On the calendar
SubheadPlayfair Display · 20–24 px
The Diligence Room
BodyHelvetica Neue · 15–17 px · line height 1.6 · about 65 characters per line
Members-only sessions on Zoom, with a written recap of every conversation so the learning stays in the room even when you can’t make it live.
Pull quotePlayfair Display Italic · 24–30 px · maroon
“Talk openly about money.”
CaptionHelvetica Neue · 12–13 px · Stone
Photographed at the San Francisco Summit, The Historic Klamath.
One italic moment per headline. Set a single phrase in Playfair Italic, usually the last word or two, in maroon. Never set Playfair in all caps or in bold, and never mix in a third typeface.
05Elements
Brand Elements
The Wealth Catalyst Community
Request consideration
Eyebrow, Headline and Rule
Our standard opening: a maroon eyebrow, a Playfair headline with one italic phrase, and a short 56 px maroon rule.
The Diamond
A small square turned 45°. It marks list items, the current page and the center of a rule. Maroon on light, white or cream on dark.
Save the date
The Wealth Catalyst Summit
San Francisco · New York
The Double Frame
Two fine maroon rules with a little air between them, for invitations, programs, signage and featured cards.
Buttons
Square corners, Helvetica Neue Bold in tracked capitals. Maroon fill for the main action, a maroon outline for the second. On hover the fill deepens; it never fades.
06Downloads
Brand Assets
Every logo comes as a transparent PNG (about 2,200 px wide) and a vector SVG, with and without the ™.
Wealth Catalyst Brand Kit
All logos, Playfair Display and a quick-reference sheet of colors and type · ZIP, 2 MB
Logos
Primary Logo
Black and maroon, for cream and white. With and without ™.
Reverse Logo
White and maroon, for black and dark backgrounds. With and without ™.
One-Color Logo
All white for maroon and photos; all black for single-color print.
Monogram
Full color, reverse (cream W), and one-color white and black.
Wordmark
WEALTH CATALYST alone, in black and white, with and without ™.
Social Avatar
The monogram on cream, 1080 × 1080, ready for profile pictures and the Luma calendar.
Fonts
Playfair Display
Regular and Italic, OpenType, with the Open Font License. Also free from Google Fonts.
Helvetica Neue
A licensed typeface, so it isn’t offered here. It comes installed on every Mac. Team members who need it on another computer can ask at hello@wealthcatalyst.com.