Brand Guidelines
Who We Are
Use this boilerplate copy any time you need to give an overview of Jeweld Consulting.
Short Version
Based in Oakland, Jeweld Consulting helps organizations and leaders create a more just, equitable future through tailored consulting, coaching, and event management.
Long Version
Based in Oakland, Jeweld Consulting partners with government agencies, nonprofits, and leaders to build a more just, equitable future. We provide tailored consulting, executive coaching, and event management to drive strategic planning, leadership development, and lasting community impact.
Language Commitment
Because of our commitment to equity and respect for individuals, Jeweld Consulting prefers to use the term “Black” when referring to racial identity.
“Black” is a broader and more inclusive term, recognizing that not all Black individuals in the U.S. identify as African American. For example, someone from Jamaica who lives in the U.S. may identify as Black but not African American.
We also capitalize “Black” as an acknowledgment of its significance beyond color—it reflects a shared identity, culture, and history. This choice is intentional and aligns with our values of inclusivity and respect for the diverse identities within our community.
Tone of Voice
All copy, presentations, surveys, webpages, social media posts, emails, etc. should embody these attributes.
Empowering & Uplifting
Reflects the strength, pride, and resilience of the Black community and women entrepreneurs.
Our messaging should inspire confidence, using language that highlights
positive change, leadership, and the impact of collective action.
Competent & Trustworthy
Content should convey expertise and reliability.
Personal & Authentic
Reflects the genuine and personal nature of Jeweld Consulting’s approach. Avoid overly formal language.
For example, instead of “We facilitate leadership development programs,” say
“We help leaders grow and succeed through tailored coaching and training.”
Bright & Lively
Positive, hopeful, and enthusiastic while remaining grounded in expertise.
Equitable & Inclusive
Ensures language is inclusive and promotes fairness and equal opportunities.
Clear & Understandable
Clear, easy-to-understand language; avoid jargon and corporate-speak. Use straightforward sentence structures and active voice whenever possible.
For example, instead of “Facilitation of strategic planning sessions will be
conducted,” say “We will facilitate strategic planning sessions.” Avoid technical
or industry-specific jargon unless necessary, and always provide explanations
when complex terms are required.
Brand Identity
Use Full Name, Title Case
When first mentioning the organization, the full name should always be written in Title Case: Jeweld Consulting.
Subsequent mentions of the organization may be shortened to “Jeweld.”
Do Not Italicize or Bold the Brand Name
Never italicize or bold Jeweld Consulting unless the text around it is bold or italicized.
Correct Style
We met with Jeweld Consulting last week
Incorrect Style
We met with Jeweld Consulting last week
Correct Style
We met with Jeweld Consulting last week
Incorrect Style
We met with Jeweld Consulting last week
Primary Colors
Dark Green
Hex: 132D1E
CMYK: 81, 53, 79, 69
RGB: 19, 45, 30
Pear
Hex: C ADB2B
CMYK: 25, 0, 100, 0
RGB: 202, 219, 43
Timberwolf
Hex: F0E7EB
CMYK: 4, 8, 3, 0
RGB: 240, 231, 235
Secondary Colors
Persimmon
Hex: F16622
CMYK: 0, 75, 100, 0
RGB: 241, 102, 34
Mint
Hex: BDD6D2
CMYK: 26, 6, 16, 0
RGB: 189, 214, 210
Brinjal
Hex: 4C2C69
CMYK: 83, 96, 28, 16
RGB: 76, 44, 105
Chocolate Cosmos
Hex: 38151F
CMYK: 53, 82, 62, 71
RGB: 56, 21,31
Fonts
Zin Display
Headers & Logo
A modern font used for impact and distinctiveness
Gill Sans
Body Text
A clean sans-serif font for readability
Using Fonts
Both of these fonts will need to be downloaded and installed to your computer. Only use Zin Display for headers. Gill Sans should be used for subheaders and body copy.
When using Gill Sans, only use Bold and Regular options. You may use SemiBold in rare circumstances where the font is too small to be legible.
Choosing Font Size
For simplicity, we recommend using the 2:1 rule when selecting font sizes. This means that headers are 2x the size of body copy.
In other words, if your body copy is 12 pt, headers should be 24 pt.
If you use subheads, they should fall halfway between the two sizes, which in this case would be 18 pt.
Using Fonts
Both of these fonts will need to be downloaded and installed to your computer. Only use Zin Display for headers. Gill Sans should be used for subheaders and body copy.
When using Gill Sans, only use Bold and Regular options. You may use SemiBold in rare circumstances where the font is too small to be legible.
Choosing Font Size
For simplicity, we recommend using the 2:1 rule when selecting font sizes. This means that headers are 2x the size of body copy.
In other words, if your body copy is 12 pt, headers should be 24 pt.
If you use subheads, they should fall halfway between the two sizes, which in this case would be 18 pt.
This is a Header
This is a Subhead
This is body copy. In this example, the body is sized at 1.6 rem while the header is twice that size (3.2 rem). The subhead falls halfway between the two (2.4 rem).