Everything you need to create on-brand assets — logo usage, colors, typography, voice, social media specs, and asset inventory. Last updated: April 2026.
The Easy RFP logo is a rounded-square icon with three horizontal bars forming an abstract "E" — representing comparison, scoring, and structured proposals. White bars on a purple→pink gradient background.
Maintain clear space equal to the icon height on all sides. Minimum icon size: 24px (digital), 10mm (print). Minimum full lockup width: 120px.
Use the gradient icon on white, cream (#FAFAFF), or indigo (#1E1B4B) backgrounds.
Keep bars white — never recolor them.
Use "Easy RFP" wordmark in DM Sans 800.
Don't rotate, stretch, or skew the icon.
Don't place on busy photography without a background panel.
Don't use the old "E" letter mark — it's deprecated.
Don't separate the bars from the container.
The primary brand gradient is used on CTAs, the logo icon, and feature highlights:
linear-gradient(135deg, #7C3AED 0%, #EC4899 100%)
| Usage | Color | Hex |
|---|---|---|
| Success / Winner / Best value | Teal | #2ECDA7 |
| Warning / Attention needed | Amber | #F59E0B |
| Error / Risk / Danger | Red | #EF4444 |
| Text primary | #1E1B4B | #1E1B4B |
| Text body | #374151 | #374151 |
| Text muted | #6B7280 | #6B7280 |
| Text light / caption | #9CA3AF | #9CA3AF |
Used for all headings, body text, UI labels, and marketing copy. Load weights 400–900 from Google Fonts.
Used for monospace elements: eyebrow labels, data values, code, badges, and metadata. Load weights 400–600.
| Element | Size | Weight | Font |
|---|---|---|---|
| H1 / Hero | 48–72px | 900 | DM Sans |
| H2 / Section | 28–48px | 800 | DM Sans |
| H3 / Card title | 18–24px | 700 | DM Sans |
| Body | 15–16px | 400–500 | DM Sans |
| Eyebrow / Label | 11–12px | 600 | JetBrains Mono |
| Caption / Meta | 12–13px | 500 | JetBrains Mono |
| Data / Numbers | 14–32px | 500–700 | DM Sans (tabular) |
| Principle | Description |
|---|---|
| Plain language | No jargon without definition. Acronyms (RFP, MICE, BAFO) defined on first use. |
| Confident, not cocky | "We save you 15–20h" not "We're the best RFP tool in the world." |
| Specific numbers | Always lead with data: "94% response rate" > "high response rate." |
| European focus | Reference London, Barcelona, Lisbon — not New York. Prices in EUR. Dates in DD/MM format. |
| Concise | If it can be 5 words, don't use 12. CTAs are direct: "Get →" |
"Hotel proposals in 24 hours, not two weeks."
"Send a professional RFP in 3 minutes."
"94% hotel response rate — vs industry average of 40%."
"Revolutionary AI-powered disruptive solution."
"Leverage our cutting-edge technology."
"We're the #1 hotel sourcing platform."
| Name | CSS | Usage |
|---|---|---|
| SM | 0 1px 3px rgba(30,27,75,.06) | Cards, inputs |
| MD | 0 4px 16px rgba(30,27,75,.08) | Hover states, popups |
| LG | 0 12px 28px rgba(124,58,237,.18) | Hero preview, modals |
| Brand | 0 4px 14px rgba(124,58,237,.3) | CTA buttons, logo |
| Platform | Asset | Size | File |
|---|---|---|---|
| All platforms | Profile picture | 400×400px | profile-picture-400.png |
| Twitter / X | Cover image | 1500×500px | twitter-cover-1500x500.png |
| Cover image | 1584×396px | linkedin-cover-1584x396.png | |
| Cover image | 820×312px | facebook-cover-820x312.png | |
| Feed post | 1080×1080px | social-ig-feed-*.png | |
| Story | 1080×1920px | social-ig-story-*.png | |
| Post image | 1200×628px | social-linkedin-post-*.png | |
| OG / Share | Open Graph | 1200×630px | og-image-1200x630.png |
| Display ads | Leaderboard | 728×90px | ad-leaderboard-728x90.png |
| Display ads | Medium rect | 300×250px | ad-medium-rect-300x250.png |
HTML signature provided in email-signature.html. Features:
All brand assets are in the brand/ folder:
| File | Type | Usage |
|---|---|---|
| profile-picture-400.png | Profile | All social media profiles |
| twitter-cover-1500x500.png | Cover | Twitter / X banner |
| linkedin-cover-1584x396.png | Cover | LinkedIn company page banner |
| facebook-cover-820x312.png | Cover | Facebook page cover |
| social-ig-feed-stat-1080.png | Template | IG/LinkedIn stat highlight post |
| social-ig-feed-howitworks-1080.png | Template | IG/LinkedIn "how it works" post |
| social-ig-story-1080x1920.png | Template | Instagram Story |
| social-linkedin-post-1200x628.png | Template | LinkedIn feed post |
| ad-leaderboard-728x90.png | Ad | Display ad — leaderboard |
| ad-medium-rect-300x250.png | Ad | Display ad — medium rectangle |
| og-image-1200x630.png | OG | Social share / Open Graph |
| email-signature.html | Gmail / Outlook signature | |
| brand-guide.html | Docs | This document |