Responsible Profit is an open standard in development that puts workers, owners and investors on a level field. You can read the draft standard and join the founding list for updates.
Brand kit
How Responsible Profit looks and sounds
Logos, colors, type and voice for anyone who writes or designs for Responsible Profit, including press and partners. Please keep to these rules so the standard reads as one clear voice.
Logo
The mark is a circle with a brass level line above three equal parts: workers, owners and investors, on a level field. Use the full logo where there is room, and the mark alone for small spaces such as app icons and social avatars.
Do
- Leave clear space around the logo at least half the height of the mark.
- Use the dark-background version on green or dark photos.
- Keep the mark at least 24 px (or 8 mm in print) tall.
Don't
- Recolor, stretch, rotate or add effects to the logo.
- Rebuild the wordmark in another typeface.
- Use the mark to suggest that a business is rated or verified. Only a live Responsible Profit badge can say that, and no business is rated yet.
Color
Ledger green carries the brand. Brass is an accent: use it for the level line, small labels and one call to action at most. Paper and ink keep pages calm and readable.
Ledger Green
#1F6B52
Buttons, links, the mark
#1F6B52
Buttons, links, the mark
Deep Ledger
#0E2F24
Headings, dark bands
#0E2F24
Headings, dark bands
Brass
#B07D24
Accent, used sparingly
#B07D24
Accent, used sparingly
Paper
#FAF8F3
Page background
#FAF8F3
Page background
Ink
#14110D
Body text, dark mode
#14110D
Body text, dark mode
Mint
#8FD0B2
The mark on dark
#8FD0B2
The mark on dark
Light Brass
#E0B25A
The level line on dark
#E0B25A
The level line on dark
Linen
#F1EEE6
Raised panels
#F1EEE6
Raised panels
Type
Fraunces
Headings and the wordmark. Semibold (600). A warm serif that reads like a trusted record. Google Fonts, free under the Open Font License.
Public Sans
Body text, labels and buttons. Regular (400) and Semibold (600). A clear sans serif with roots in public-sector design. Google Fonts, free under the Open Font License.
Voice
“Profit, shared fairly.”
We sound like a fair-minded standards body with a small-business heart. We are pro-profit for everyone: workers, owners and investors. We describe evidence, not virtue.
How we write
- Short sentences, active voice, one idea at a time.
- Plain words. Define a term the first time it appears.
- Cite a source and a date for every number.
- Say “draft” or “planned” for anything not live yet.
- Name the four tests the same way every time: profit share, profit-share breadth, wage floor, pay ratio.
What we avoid
- Casting owners or investors as villains. This is about equity, not taking from one group to give to another.
- Preaching, shaming businesses or activist slogans.
- Calling any business rated, certified or verified before it is.
- Claims that the standard matches or is endorsed by another program.
- Promises about returns, payouts or investment of any kind.
Supporting lines: “Workers, owners and investors, on a level field.” · “Everyone can profit. Everyone should.” · “Answered from records, not promises.” · “Grades are not for sale.”
Naming
Write Responsible Profit with two capitals when you mean the initiative or the standard. Write “responsible profit” in lower case only for the idea itself. The full name of the standard is the Standard of Responsible Profit. Responsible Profit is an initiative led by Humble Good.