Brand Guidelines 2024
The financial co-pilot for founders who mean business.
Contents
Chapter 01
01 — Brand Idea
Anchor Line
You've built something real. You're not looking for another advisor to slow you down with disclaimers and jargon. The Sixth Personality is the strategic financial partner who thinks at founder speed — precise, decisive, and always in your corner.
Brand Idea
Sharp enough to see what others miss. Human enough to never let you feel alone in the numbers.
Essence
Clarity through complexity. Confidence through crisis. Control through chaos.
Promise
You'll always know where you stand — and exactly what to do next.
Chapter 02
02 — The Mark
The mark is built from six interlocking S-forms — each one a mirror of the last. Together they create a symbol of precision, momentum, and interconnected thinking: the exact qualities a founder needs in a financial partner.
Six forms — the number of intentional direction, intuition, and responsibility
Interlocking geometry that references both structure and fluidity
The S-form echoes the brand name — subtle, not literal
Chapter 03
03 — Logo Lockups
03 — Safe Areas & Minimum Sizing
Clear space = ¼ mark width on all sides
Minimum Digital Size
24px
Icon / favicon use
Minimum Print Size
12mm
Business card / letterhead
Never
Stretch, rotate, recolour, apply drop shadows, or use on busy backgrounds without clearance.
Chapter 04
04 — Colour Palette
Primary
Deep Plum
#7C2F5D
Accent
Blush
#E884A0
Accent
Coral
#E86478
Neutral
Cream
#FAF0EC
Primary use
Deep Plum anchors all brand communications. Use as the dominant background or headline colour.
Accent use
Blush and Coral bring warmth and energy. Use for highlights, CTAs, and decorative elements — never as dominant backgrounds together.
Neutral use
Cream reads as warm white. Use for large light backgrounds, text areas, and offline materials.
Chapter 05
05 — Typography
Display — Plus Jakarta Sans 800
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Hero Headline
Section Title
Chapter Label
Body — Inter 300–600
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Subheading / Label
Body text. The Sixth Personality operates at the intersection of rigorous financial thinking and founder-ready communication.
Caption / Tag
Chapter 06
06 — Voice Pillars
Direct
We say what we mean. No filler, no hedging. Founders don't have time for vague and neither do we.
Sharp
We catch what others miss. Our edge is precision — in language and in numbers. We don't do approximate.
Human
Finance is personal. We never lose sight of the person behind the P&L. Warm without being soft.
Confident
We don't guess. We advise. Our recommendations come with conviction because they're grounded in rigour.
We are
Direct · Sharp · Human · Confident
We are not
Salesy · Jargon-heavy · Cold · Vague
06 — Copy in Action
Most founders don't have a revenue problem. They have a timing problem.
Cash in ≠ cash available. Your P&L looks fine. Your bank account disagrees.
This is what a proper cash flow model fixes.
Tone: Direct · Educational
The number that keeps founders up at night isn't revenue.
It's runway.
Know yours. Down to the day.
Tone: Sharp · Punchy
Newsletter
Your accountant files your taxes. Your bookkeeper tracks transactions.
Neither of them is telling you what to do with your money next quarter.
That's the gap. That's us.
Tone: Confident · Differentiated
06 — Do's & Don'ts
Do
Speak in specifics. "Your burn rate is $42,000/month" not "costs are high."
Lead with the insight, not the process. Founders care about the answer.
Use active voice. "We built" not "it was built."
Be warm when stakes are high. Acknowledge the pressure founders carry.
Don't
Use jargon as a shortcut. "EBITDA normalisation" without explaining why it matters.
Hedge everything with "it depends." Have an opinion. Give a recommendation.
Sound like a bank. We are not a bank. We are a partner.
Bury the lead. Say the most important thing first, every time.
thesixthpersonality.com
For founders who mean business.