Brand
Guidelines · Version 1.0 · October 2026
Essence
We think in decades, not quarters.
Arterion is a discreet, privately held firm with deep roots in the Bitcoin ecosystem. The brand exists to signal one thing: substance over noise. Everything we publish should still be true in ten years.
- Discretion
- We let the work speak. No personal names, no spotlight, no claims we cannot back up.
- Long horizon
- We commit capital and attention for the long run and judge outcomes on the same scale.
- Sound foundations
- We favour bearer assets over promises, and simple structures over clever ones.
- Builders first
- We back the people building a more open and resilient financial system, and we build ourselves.
Personality: quiet, considered, precise, assured. Never loud, promotional, speculative or in a hurry.
Logo
- Construction
- The name set in Cormorant Garamond Regular, tracking +20, always in title case. Use the supplied artwork; never retype it.
- Clear space
- A margin on every side equal to the height of the capital A.
- Minimum size
- Wordmark 96 px wide on screen, 25 mm in print. Monogram 16 px, for icons and avatars only.
- Colour
- Ink on Paper, or Paper on Ink. No other colours, not even Bitcoin orange.
- Never
- Stretch, rotate, set in capitals or another typeface, or add shadows, outlines, symbols or effects.
Colour
A warm monochrome with no accent colour. Paper and Ink do almost all the work. Stone carries secondary text, Line draws hairlines.
- Paper #F7F6F2
RGB 247 246 242 · CMYK 0 0 2 3 - Ink #1C1C1A
RGB 28 28 26 · CMYK 0 0 7 89 - Stone #6F6D66
RGB 111 109 102 · CMYK 0 2 8 56 - Line #D9D6CD
RGB 217 214 205 · CMYK 0 1 6 15
Dark mode
- Night #121211
- Bone #E9E7E1
- Ash #8F8C84
- Graphite #2C2B28
Proportion roughly Paper 80, Ink 14, Stone 4, Line 2. All text pairs pass WCAG AA; Line is for rules only, never text. CMYK values are conversions, so proof on the chosen stock.
Typography
400 and 500. Wordmark, headlines, short statements.
300 and 400. Body copy, labels, footers, documents.
- Display
- Cormorant 400, 44 to 64 px, line height 1.0, tracking +20.
- Heading
- Cormorant 400, 32 to 48 px, line height 1.1, sentence case.
- Body
- Inter 300, 16 to 17 px, line height 1.7, 60 to 70 characters per line.
- Label
- Inter 400, 12 to 13 px, capitals, tracking +180, in Stone.
- Small
- Inter 300, 13 px, line height 1.6, for footers and legal lines.
Two typefaces, four weights, nothing heavier. Emphasis comes from Inter 400, never bold or italics. Both fonts are free under the SIL Open Font Licence; without them, use Georgia and Helvetica or Arial.
Tone of voice
- Say less
- One idea per sentence, one point per paragraph. If a line can go without loss, it goes.
- Take the long view
- Write about conviction and time horizons, never prices, timing or returns.
- Be exact
- Plain words, concrete facts. Claim only what can be shown. Understate rather than overstate.
- Stay in the background
- Always “we” and “Arterion”, never a person.
| We write | We don’t write |
|---|---|
| We invest in early-stage companies building lasting financial infrastructure. | We back game-changing founders who are revolutionising finance! |
| We hold for the long term. | We are bullish and see massive upside in the next cycle. |
| Thank you for your message. We will reply within two working days. | Hey! Thanks so much for reaching out, super excited to connect. |
English in British spelling; Dutch for legal documents and Dutch correspondence, with the formal “u”. Name Bitcoin once, in the opening line; let the mindset carry the rest. Bitcoin with a capital B. No jargon, superlatives, exclamation marks, emoji or em-dashes. Sentence case for headings. No performance figures, forecasts or investment advice in public material.
Layout
- Structure
- A single narrow column, 600 px on the web, read top to bottom like a letter. Sections are divided by a hairline in Line with a capitalised label above.
- Spacing
- Steps of 8, 16, 24, 40, 72 and 120 px. When in doubt, add space rather than content.
- Ornament
- None. No gradients, shadows, rounded cards, icons or illustrations.
- Imagery
- None by default. If needed: black and white or muted architecture, materials and texture. No stock people, coins or charts.
- Portfolio
- Partner logos in one colour, inside equal hairline frames, never larger than the Arterion wordmark.
Applications
- Business card
- 85 × 55 mm on uncoated warm white stock. Wordmark on the front, contact details on the back; a name only for one-to-one use.
- Letterhead
- A4 with the wordmark top left and company details in the footer.
- Plain-text signature: Arterion, info@arterion.nl, arterion.nl. No images or banners.
- Icon
- The monogram on an Ink tile for favicons, app listings and avatars.
Questions about the brand: info@arterion.nl.