VEBLEN DIRECTOR PROGRAMME
Official Brand Guidelines
Version 1.0
Comprehensive Brand Book
01. Brand Overview
Mission
To democratize boardroom access by equipping ambitious individuals, regardless of background, with the practical skills, network, and guaranteed opportunities to secure their first board seats and become effective, values-based leaders.
Vision
To cultivate a global movement of diverse, impactful, and ethical boardroom leaders who drive positive change and success within organizations worldwide.
Core Values
- • Inclusivity & Diversity: Championing individuals from all backgrounds
- • Results-Oriented: Focus on tangible outcomes and guaranteed opportunities
- • Practical Application: Real-world experience over theory
- • Values-Based Leadership: Strong ethical framework
- • Global Community: Building worldwide networks
- • Accountability: Responsibility and measurable impact
- • Empowerment: Providing tools for significant impact
02. Logo Guidelines
The Veblen Director Programme logo consists of two primary variations designed for optimal contrast and readability across different applications.
Light Version
Director Programme
Use on light backgrounds and white surfaces
Dark Version
Director Programme
Use on dark backgrounds and black surfaces
Usage Guidelines
DO:
- ✓ Maintain clear space around the logo
- ✓ Use appropriate version for background contrast
- ✓ Maintain original proportions
- ✓ Ensure minimum size requirements
DON'T:
- ✗ Distort or alter logo proportions
- ✗ Change colors or recolor elements
- ✗ Rotate or skew the logo
- ✗ Place on busy backgrounds without proper contrast
03. Official Colour Palette
The official brand colors ensure consistency across all applications and maintain the professional, premium aesthetic of the Veblen brand.
Primary Black
#231F20
Primary background and text color
Accent Gold
#F1B72B
Highlights, accents, and emphasis
Pure White
#FFFFFF
Contrast and readability
Color Usage Guidelines
04. Typography System
Our typography system uses two carefully selected typefaces that work together to create a professional, approachable, and authoritative brand voice.
Hatton Bold
Primary typeface for headlines, logo, and key brand elements. Use sparingly for maximum impact and brand recognition.
Montserrat Classic
Supporting typeface for body text, captions, and secondary elements. Ensures clarity and professional readability.
Typography Guidelines
- • Maintain clear hierarchy between Hatton Bold headlines and Montserrat body text
- • Use Hatton Bold sparingly to maintain its impact and brand association
- • Ensure sufficient line spacing (1.4-1.6x) for optimal readability
- • Maintain consistent sizing across similar content types
- • Always ensure high contrast against backgrounds for accessibility
05. Brand Voice & Messaging
Aspirational
Inspiring individuals to aim higher and believe in their potential for boardroom leadership.
Direct
Clear, concise communication emphasizing tangible benefits and guaranteed outcomes.
Authoritative
Expert positioning in board placement and director development with proven results.
Inclusive
Welcoming and encouraging, breaking down traditional barriers to boardroom access.
Professional
Reflecting the seriousness of board roles while remaining accessible and modern.
Action-Oriented
Using strong verbs and clear calls to action that drive engagement and results.
Key Messaging Themes
- • "Guaranteed board seat" - emphasizing concrete, results-driven outcomes
- • "Democratizing boardroom access" - breaking traditional barriers
- • "Practical skills and real-world experience" - action over theory
- • "Global network of leaders" - community and connection
- • "Values-based leadership" - ethical and responsible governance
06. Imagery Style
Photography Focus
- People: Authentic, diverse, professional individuals showing confidence and engagement
- Events: Dynamic workshop and networking scenes capturing energy and collaboration
- Context: Modern boardrooms, professional environments, and strategic thinking scenarios
- Quality: High-resolution, well-lit, and professionally composed images
Style Guidelines
- Authentic: Real members and participants over generic stock photos
- Diverse: Representing various backgrounds, ages, and demographics
- Professional: Business-appropriate attire and settings
- Aspirational: Images that evoke success, leadership, and achievement
Image Treatment
All imagery should align with our brand color palette and maintain consistent quality standards:
- • Complement the black and gold color scheme
- • Maintain high contrast and sharp focus
- • Avoid overly saturated or filtered images
- • Ensure images work well with brand typography overlays
- • Use consistent lighting and professional composition
07. Marketing Applications
Social Media Template
Email Header Template
Call-to-Action Guidelines
Gold background, black text
Gold border, gold text
Black background, white text