Brand Guidelines | 2020

STRATEGY Personality 5

PERSONALITY

Seasoned
Experienced
Knowing
Unflappable

Challenger
Sharp
Competitive
In Your Corner

Wizard
Surprising
Uplifting
A Snap

Meticulous
Exacting
Focused
Pro

MainStreet Brand Guidelines

MESSAGING Overview 7

Messaging
MainStreet Brand Guidelines
MESSAGING Tone-of-Voice Guidelines
Clever not Funny
We use creative language and turns of
phrase to reflect the unexpectedness
and uplifting surprise of the windfalls we
deliver. But, we avoid veering into
comedic territory that might undermine
our expertise or come off as try-hard.
Meticulous not Painstaking
We dot all our i’s, cross our t’s, and don’t
leave any fine print unread. But, we don’t
ask for credit, or expect you to dive
in with us. Instead, we cut right to the
chase and only focus on the details you
need to know.
8
In your corner not Defensive
We’re a little bit upset that so much
government funding goes unused every
year, but we’re not up in arms about it.
We’re staying positive, proud to find
meaningful solutions for entrepreneurs
who deserve them.
MainStreet Brand Guidelines
MESSAGING Descriptor Copy
Every windfall, at your back.
MainStreet takes advantage of tax breaks
and other government incentives for startup
founders. We’ll file the paperwork, front you
the money, then keep searching for more.
Pre-raised capital for
entrepreneurs. Get yours.
No-strings-attached funding for startups,
offered by the government, delivered to your
bank account by MainStreet.
9
MainStreet members leave
nothing on the table.
The US government sets aside billions
of dollars every year to fund startups.
MainStreet claims it for you.
MainStreet Brand Guidelines
IDENTITY Overview 11

Identity
MainStreet Brand Guidelines
IDENTITY Wordmark Overview Our wordmark is our primary brand identifier. It has been carefully
crafted to balance tradition with a contemporary sensibility. An
elegant use of contrast and the double-story ‘a’ nod to the heritage
of Main Street, while the streamlined, sans-serif letterforms
infuse freshness throughout. The diamond tittle of the ‘i’ acts as
motif throughout the visual system, with directional cues that 12
pinpoint the financial opportunity. The diamond also becomes the
container for our shorthand mark and informs the geometry of our
iconography.
MainStreet Brand Guidelines
IDENTITY Wordmark Anatomy Below illustrates the anatomy of our wordmark. 13

The diamond alludes to the The tip of the t’s are

physicality of MainStreet’s sheared at an angle to
name and also represents evoke traditional forms.
an uncovered opportunity.

The crossbars of the e’s are

tilted at a high angle, giving the
mark levity and playfulness.

MainStreet Brand Guidelines

IDENTITY Wordmark Clearspace To preserve the integrity and legibility of the wordmark, The diagram shows how we use the height of our wordmark to 14
and Minimum Size ensure there is always adequate clearspace between it determine the minimum amount of clearspace, which is equal to x.
and other elements or boundaries of the space it occupies. In this case, x is half of the height of ‘M’.

x x

2x

x x

Minimum Size
Print Height: .25 inch
Digital Height: 20 px

MainStreet Brand Guidelines

IDENTITY Wordmark and Color For most applications, the wordmark is used in combinations of the 15
primary brand colors: Emerald, Cream, and Dark Navy. When using
Copper or Light Yellow as a background, follow the examples below.

Cream/Emerald Cream/Dark Navy Cream/Copper

Emerald/Cream Dark Navy/Cream Copper/Cream

Emerald/Light Yellow Dark Navy/Light Yellow Copper/Light Yellow

MainStreet Brand Guidelines

IDENTITY Wordmark Placement Reference the layouts below for our wordmark placement. We Our wordmark should be heroed with contrast in scale and proper 16
default to left alignment when possible, pairing our wordmark spacing between it and the other elements in the composition.
with headlines and copy. Middle alignment is used for mastheads.

Pre-raised capital MainStreet.us

for entrepreneurs.
Get yours.

Pre-raised capital
for entrepreneurs.
Get yours. MainStreet.us

Top left corner Bottom left corner Top centered masthead Bottom centered masthead

MainStreet Brand Guidelines

IDENTITY Wordmark Usage Below are examples of incorrect wordmark usage. It should not 17
be altered, distorted, scaled beyond the minimum size, or used
on colors that are illegible or not part of our brand.

Do not rotate the wordmark or place on an angle. Do not alter the wordmark in any way. Do not stretch or skew the wordmark. Do not apply a stroke, drop shadow, or other effect.

MainStreet 15m

Do not use the wordmark in colors that impair legibility. Do not use multiple fill colors within the wordmark. Do not use the wordmark in social profiles or icons. Do not use the wordmark in a color outside the brand palette.

MainStreet Brand Guidelines

IDENTITY Shorthand Mark Our shorthand is the secondary expression of our brand. Evolving Our shorthand mark should be used in applications when 18
the diamond from our wordmark, it is a distinct container for our our wordmark will not scale, such as icons and favicons
MainStreet abbreviation. The scaled-down ‘st’ is our modern way where brand awareness is already established.
of referencing the heritage of traditional street signs.

MainStreet Brand Guidelines

IDENTITY Shorthand Mark Clearspace To preserve the integrity and legibility of the symbol, The diagram shows how we use the height of our symbol 19
and Minimum Size ensure there is always adequate clearspace between it to determine the minimum amount of clearspace, which is
and other elements or boundaries of the space it occupies. equal to x. In this case, x is the height of the ‘t’.

x x

Minimum Size
Print Height: .5 inch
Digital Height: 40 px

x x

MainStreet Brand Guidelines

IDENTITY Shorthand Mark Social and We use our shorthand in Cream text on Emerald for all digital 20
App Icon Formatting avatars. Follow the guidelines below when creating them.

MainStreet

MainStreet
members
When formatting a social avatar, use the dimensions
provided as guidance. The width of the diamond
leave nothing When a transparent background isn’t possible, match
the background of the circle or square to the dominant
should always equal the maximum width of the avatar
and should be centered horizontally and vertically
within the allotted avatar space.
on the table. color of the interface it sits on.

Always ensure a PNG with a transparent background

is used in social avatars so that our shorthand is never
competing with another geometric shape.

Swipe Up

MainStreet Brand Guidelines

IDENTITY Shorthand Mark Usage Below are examples of incorrect symbol usage. It should not be 21
altered, distorted, scaled beyond minimum size, or used on colors
that are illegible or not part of our brand.

mainstreet.us

MainStreet 15m

Cream/Emerald or Dark Navy Dark Navy or Emerald/Cream Use the shorthand mark in social profiles and app icons. Use a solid diamond icon for the website favicon.

MainStreet 15m

Do not use shorthand on a background within avatars unless

Do not use in colors that impair legibility. Do not alter the shorthand mark in any way. Do not use multiple colors within the shorthand. transparent backgrounds aren’t an option.

MainStreet Brand Guidelines

IDENTITY The examples below
Financial Incentives 22
demonstrate how the
shorthand mark can be
used on swag items.

MainStreet Brand Guidelines

IDENTITY Brand Color Palette Our palette creates a cohesive brand experience throughout Our secondary colors, Copper and Light Yellow, bring moments 23
all communications, from physical to digital. Emerald, Cream, of warmth, levity, and friendliness. They are also used for callouts,
and Dark Navy drive the main color story across our brand highlights, and information graphics.
and applications. They are distinct and create credibility.

EMERALD CREAM DARK NAVY

Hex #056037 Hex #FEFDF2 Hex #022435

RGB R5 G96 B55 RGB R254 G253 B242 RGB R2 G36 B53

Pantone 349 C Pantone 9043 C @ 50% Pantone 533 C

Pantone 356 U Pantone 9043 U @ 50% Pantone 289 U

CMYK C85 M3 Y91 K44 CMYK C5 M3 Y10 K0 CMYK C94 M73 Y5 K69

COPPER LIGHT YELLOW

Hex #B04C1F Hex #FFEB8A

RGB R176 G76 B31 RGB R255 G235 B138

Pantone 167 C Pantone 1205 C

Pantone 1595 U Pantone 1205 U

CMYK C0 M73 Y100 K15 CMYK C0 M4 Y48 K0

MainStreet Brand Guidelines

IDENTITY Color Usage The example below demonstrates how color is 24
used in social applications.

MainStreet Follow

500 posts 200k followers 200 following

The financial membership enabling

founders to seize every invisible advantage
MainStreet.us

Take
advantage
of every
advantage.
LUCY HIRONS
Founder

Government Credits
Financial Incentives
ESTIMATED SAVINGS:

Deductions
Tax Credits
State Deductions
$ 7,800
Business Credits WI PAYROLL DEDUCTION
TAX CREDIT
FINANCIAL INCENTIVE

Tax Breaks

Money has
already JAKE BROWN
Founder

been raised
for you.
Let’s get it. MainStreet Brand Guidelines
 $ 480
You are chatting with
IDENTITY Color Usage Julia Herman 25

Will my company’s financial information

We found a new
$ 2,710
be secure once I sign up?

tax deduction for you: Absolutely. Simply connect your payroll

system–easy integrations with Gusto,
QuickBooks, Justworks, and more.

ESTIMATED FINDINGS:

$ 8,500
What can we help you with?

Credits
Deductions
Incentives

MAIA OWENS
Founder
MainStreet is a no-brainer for any
startup. There’s no reason not to
onboard and let them save you
money and find opportunities.”
RYAN HOOVER
Founder, Product Hunt MainStreet Brand Guidelines
 IDENTITY Color Usage 26

WASHINGTON STATE COMPLETE

NOVEMBER 2020 $ 3,520 Emerging Technology Credit

SAM PACKET

About Us
Founder

Partners
Government Credits

Testimonials
Tax Deductions

Referrals
Membership
Incentives

Get Started

SIGN IN

SIGN UP
MainStreet Brand Guidelines
IDENTITY Primary Brand Typeface Our primary typeface, Ivar Display Regular, is a sophisticated serif Ivar Display Italic supports Ivar Display Regular, emphasizing brand Ivar Display licensing: 27
font with roots in historical forms. Its contrasting stroke weight and messaging that engages the audience in headlines. It is also used lettersfromsweden.se/font/ivar-display/
refined details lead our type system, primarily used in headlines. for our distinct italic dollar sign.

Ivar Display Ivar Display

Regular Italic
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz
0123456789.!&? 0123456789.!&?

MainStreet Brand Guidelines

IDENTITY Secondary Brand Typeface Our secondary typeface is called Balto. It is a classic American Available in multiple weights, we use it for body copy, Balto licensing: 28
Gothic that is designed for an easy reading experience with a gentle eyebrows, captions, numerical values, and CTAs. https://www.typesupply.com/fonts/balto
rhythm for print and digital. It’s confident, smooth, and high-quality,
balancing out the detail in Ivar Display.

Balto Book Balto Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.!&?

abcdefghijklmnopqrstuvwxyz Balto Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789.!&? abcdefghijklmnopqrstuvwxyz
0123456789.!&?

Balto Bold
Balto Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.!&?

abcdefghijklmnopqrstuvwxyz Balto Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.!&? 0123456789.!&?

MainStreet Brand Guidelines

IDENTITY Typographic Hierarchy Our typography is a principal element in our brand system, Proper scale, leading, tracking, and weight will bring an 29
building credibility and a mature tone. Below are general important level of detail and refinement to our brand.
guidelines for implementing type throughout applications.

Line your pockets,

HEADLINES
Ivar Display Regular
Sentence Case
Tracking: 10
Leading: 110%

then raise capital.

HEADLINE EMPHASIS
Ivar Display Italic
Sentence Case
Tracking: 5
Leading: 110%

BODY COPY
Balto Book Join MainStreet to take advantage
Sentence Case
Tracking: 0
Leading: 125%
of tax breaks and other government
incentives for startup founders.
We’ll file the paperwork, front you the
money, then keep searching for more.

EYEBROW
Balto Medium
All Caps NEW YORK TAX DEDUCTION
Tracking: 20

$ 8,000
Leading: 120%

DOLLAR SIGN
Ivar Display Italic
Tracking: 0

VALUE
Balto Book
Tracking: 0

CTA
Balto Medium
All Caps LET'S GO
Tracking: 20

MainStreet Brand Guidelines

IDENTITY Type Usage Typography should be set with attention to detail. The mix of Do not set copy in colors besides Cream and Dark Navy. 30
weights and families, scale, and alignment create a well-balanced Light Yellow and Emerald may be used sparingly to highlight
and elevated system that feels clear and exciting. Below are some or emphasize small details on legible backgrounds.
examples of correct type usage.

Startups create positive change by

questioning the status quo. We’re committed
to keeping them well-funded so they can
transform the economy for the better.
Tipping the scales
in startups’ favor
DAVID HERMAN
Founder, Sprinter
$ 3,450
Use Balto Book for body copy. Use sentence case for headlines. Use Balto Medium for captions. Use Ivar Display Italic for dollar signs.

GEORGIA INCENTIVES
Port Tax Credit

$ 7,216
Little known fact: There are millions of

LET’S GO
Money that wants government dollars available to startups
and small businesses. We mine these
nothing in return credits and incentives to provide our
members an average of $22,000.

Left-align Balto Medium for CTAs. Use contrasting scale to emphasize findings. Use Ivar Display Italic to emphasize key words or phrases. Leading for body copy should be 125%.

MainStreet Brand Guidelines

IDENTITY Incorrect Type Usage Typography should be set with attention to detail. The mix of Do not set copy in colors besides Cream and Dark Navy. 31
weights and families, scale, and alignment create a well-balanced Light Yellow and Emerald may be used sparingly to highlight
and elevated system that feels clear and exciting. Below are some or emphasize small details on dark backgrounds.
examples of incorrect type usage.

Startups create positive change by

questioning the status quo. We’re committed
to keeping them well-funded so they can
transform the economy for the better.
TIPPING THE SCALES
IN STARTUPS’ FAVOR
DAVID HERMAN
Founder, Sprinter
$3,450
Do not use Balto in other weights besides book for body copy. Do not use all caps or other colors for headlines. Do not use Ivar Display for captions or body copy. Do not use Balto for dollar signs.

GEORGIA INCENTIVES Little known fact: There are millions of

government dollars available to startups
LET’S GO
Port Tax Credit Money that wants and small businesses. We mine these

$ 7,216 nothing in return credits and incentives to provide our

members an average of $22,000.

Do not use Ivar Display for CTAs or center-align the text. Do not use scale in a way that creates a confusing hierarchy. Do not use Balto for headlines or pair Balto Italic with Balto Book. Do not extend the leading beyond the recommendation.

MainStreet Brand Guidelines

IDENTITY Type Usage 32

JOIN TODAY
America wants to fund
your dream. We’ll help you
take them up on it.
THIS YEAR’S FINDINGS:
Join MainStreet to take advantage of tax breaks

$ 7,800
and other government incentives for startup
founders. We’ll file the paperwork, front you the
money, then keep searching for more.

$ 2,400 TAX CREDIT

WI STATE SMALL BUSINESS CREDIT

GREEN TECHNOLOGY TAX CREDIT

$ 930
IL STATE FINANCIAL INCENTIVE

FREELANCE PAYROLL TAX DEDUCTION $ 8,950

MainStreet Brand Guidelines
IDENTITY Type Usage 33

Tax Deduction: MORE DETAILS

PROFILE
NEW YORK STATE
Freelance Payroll Deduction
ACCOUNT

IN PROGRESS

$ 3,720
DOCUMENTS

DEDUCTIONS

SETTINGS Business Credits

CHAT
JOSEPH KERT
Founder
Tax Breaks
Government Deduction
Financial Incentives
FEDERAL CREDIT

$ 1,300 Deductions
TAX DEDUCTION
Federal Credits
$ 3,720
STATE CREDIT Business Credits
$ 2,950 Tax Breaks
PAYROLL CUT MainStreet Brand Guidelines
IDENTITY Type Usage 34

MainStreet Follow

500 posts 200k followers 200 following

The financial membership enabling

founders to seize every invisible advantage
MainStreet.us

Take
advantage
of every
advantage.
LUCY HIRONS
Founder

Government Credits
Financial Incentives
ESTIMATED SAVINGS:

Deductions
Tax Credits
State Deductions
$ 7,800
Business Credits WI PAYROLL DEDUCTION
TAX CREDIT
FINANCIAL INCENTIVE

Tax Breaks

Money has
already JAKE BROWN
Founder

been raised
for you.
Let’s get it. MainStreet Brand Guidelines
GRAPHIC ELEMENTS Overview 35

Graphic
Elements
MainStreet Brand Guidelines
GRAPHIC ELEMENTS Iconography Brand icons are used for functional digital needs. They’re crafted Brand icons are always set in our brand colors: Dark Navy or 36
to have the same sensibility as our brand shorthand: sturdy knocked-out in Cream. With legibility in mind, we never use
and confident, using the angle of our distinct diamond. outlines.

MESSAGES YOUR DATA NEXT ACCOUNT DEDUCTIONS

CREDITS SEARCH FAVORITE DOCUMENTS DOWN

CHAT SETTINGS PROFILE BOOKMARK IN PROGRESS

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Creating New Iconography Follow these guidelines to create new icons. 37

Use solid geometric shapes that are The negative space should be Used intentionally and sparingly,
simple and legible at small scales. consistent across all icons. the angle of our diamond can dictate
diagonals or negative spaces.

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Spot Illustration Our illustrations help us talk about abstract financial concepts They should be smart and simple and avoid feeling cliched, overly 38
like tax credits, federal incentives, or pinpointing opportunities complex, or cheesy.
in a visual way that adds wit and charm.

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Spot Illustration Usage 39

Money that wants

nothing in return

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Spot Illustration Usage 40

From: welcome@mainstreet.us
To: erin.collis@redantler.com

Welcome to MainStreet.
We've already started searching
for tax breaks and incentives,
and estimate at least $8,700 is
out there waiting for you.

Log in to your account to keep

track of the findings. MainStreet Brand Guidelines
GRAPHIC ELEMENTS Wayfinding Wayfinding elements help founders navigate what can be complex to small but valuable moments. Each serve a specific purpose and 41
data, lists, and financial jargon. Used consistently, they become should not be overused to avoid feeling cluttered or decorated.
simple communicators for MainStreet, helping to bring distinction

Diamond Tag Pin

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Wayfinding Usage Use the examples below as reference to implement our wayfinding 42
elements. Consistent context will build meaning into each component.

LYNSEY DICKINSON DISABILITY EMPLOYMENT TAX CREDIT

Founder, Trexx

$ 7,216
$ 12,875
WI Payroll Deduction Quality Jobs Tax Cre
ECONOMIC RECOVERY CREDIT:

$ 11,210
Use the diamond to bring a sense of branded totality to a founder’s findings. Use tags to emphasize the value of a finding. Use pins to indicate an opportunity found through MainStreet.
APPRENTICESHIP CREDIT:

$ 6,864
EDUCATION AND TRAINING CREDIT:

Your documents
are ready for review: $ 2,433
ALABAMA TAX CREDIT
TOTAL TAX CREDITS EARNED

$ 7,216 $ 35,720
Use the diamond for notifications or to signify an opportunity. Use tags to breakdown aggregate lists. Use pins to visualize an expanse of findings alongside spot illustrations.

MainStreet Brand Guidelines

 GRAPHIC ELEMENTS Grid Our grid is inspired by our namesake and is derivative of a map. 43
Utilizing our distinct color palette with a large line weight, the
grid brings in branded texture and frames art direction.

Financial Incentive: $758

MainStreet Brand Guidelines

GRAPHIC ELEMENTS Grid Color Pairings These are the color pairings for our grid. Wayfinding, art direction, 44
and tone should be considered when choosing the grid’s colors.

Cream/Emerald Dark Navy/Copper Dark Navy/Emerald Copper/Cream Cream/Dark Navy

Emerald/Cream Copper/Dark Navy Emerald/Dark Navy Cream/Copper Dark Navy/Cream

MainStreet Brand Guidelines

IDENTITY Wayfinding and Grid Usage 45

ECONOMIC RECOVERY CREDIT:

It’s not called the $ 11,210 PATRICK DUNNER

Founder

American Dream APPRENTICESHIP CREDIT:

for nothing. $ 6,864

EDUCATION AND TRAINING CREDIT:

$ 2,433
We’re getting
TOTAL TAX CREDITS EARNED
Uncle Sam to put
$ 35,720 his money where $8,734
his mouth is.

MainStreet Brand Guidelines