Logo
The logo is the framed monogram: MEB inside a double square frame, with TAX & ACCOUNTING in spaced capitals below it or beside it. Each version comes in navy, for white and light grounds, and in white, for navy.
Main logo
For print and signage, and anywhere the logo stands on its own.
One-line logo
For the website's header and footer, email signatures, forms and letterhead, wherever the space is wide and short.
Monogram
For small spaces, and for the website's header once a visitor scrolls down the page.
Icon
For browser tabs, social profiles and the client portal's emails. It is navy with the frame and MEB in white, so it reads on any ground.
Clear space and smallest size
xLeave clear space on every side at least as tall as the letters MEB, and keep text, edges and other logos out of it. Below the sizes in the table, the smallest letters in each version stop being readable.
| Version | Smallest on screen | Smallest in print |
|---|---|---|
| Main logo | 200 pixels wide | 1.75 in (4.5 cm) wide |
| One-line logo | 140 pixels wide | 1.25 in (3.2 cm) wide |
| Monogram | 32 pixels | 0.4 in (1 cm) |
| Icon | 16 pixels | Use the monogram |
Keep it as drawn
The logo is drawn, not typed. Use the files, and change nothing about them.
Color
Navy is the main color, used for the logo, headings and large areas. Gold is the accent, kept to rules, frames, small marks and the occasional highlighted phrase. White is the ground.
Navy
#183A61 · RGB 24, 58, 97 · CMYK 97, 81, 37, 26
The logo, buttons, the hero and navy bands
Deep navy
#0F2743 · RGB 15, 39, 67 · CMYK 96, 82, 46, 49
Headings on light grounds, the footer
Gold
#B8955A · RGB 184, 149, 90 · CMYK 27, 39, 75, 3
Rules, frames and small marks, never small text
White
#FFFFFF · RGB 255, 255, 255 · CMYK 0, 0, 0, 0
The page
The full palette
| Color | HEX | RGB | CMYK | Use |
|---|---|---|---|---|
| Navy | #183A61 | 24, 58, 97 | 97, 81, 37, 26 | The logo, buttons, the hero and navy bands |
| Deep navy | #0F2743 | 15, 39, 67 | 96, 82, 46, 49 | Headings on light grounds, the footer |
| Soft navy | #2A5687 | 42, 86, 135 | 90, 70, 24, 7 | Links |
| Gold | #B8955A | 184, 149, 90 | 27, 39, 75, 3 | Rules, frames and small marks, never small text |
| Gold for text | #7F5E22 | 127, 94, 34 | 40, 56, 100, 27 | Short gold text on white, such as labels |
| Light gold | #DCC28E | 220, 194, 142 | 13, 22, 50, 0 | Gold text and links on navy |
| Gold tint | #F5EFE3 | 245, 239, 227 | 2, 4, 10, 0 | The band above the website's footer |
| Ink | #16202C | 22, 32, 44 | 83, 73, 56, 68 | Body text |
| Muted text | #4D5B6B | 77, 91, 107 | 72, 58, 43, 21 | Secondary text |
| Ground | #F4F6F9 | 244, 246, 249 | 2, 2, 1, 0 | Light bands on the website |
| Line | #DFE4EC | 223, 228, 236 | 10, 7, 3, 0 | Rules and borders |
| Pale blue | #E6ECF5 | 230, 236, 245 | 8, 4, 1, 0 | Body text on navy |
| White | #FFFFFF | 255, 255, 255 | 0, 0, 0, 0 | The page |
| Ivory | #F5F2EA | 245, 242, 234 | 2, 3, 7, 0 | Light type on navy in print, as in the Club Exclusive ad |
CMYK values are converted for coated paper with the SWOP profile. A printer may adjust them for its press, or match them to Pantone colors on request.
Text and ground
Which text colors read on which grounds, measured by the contrast ratio the web's accessibility standard uses (WCAG). Ordinary text needs 4.5 : 1. Large type, 24 pixels and up, and marks such as rules need 3 : 1.
| Text on ground | Contrast | Good for | Where it is used |
|---|---|---|---|
| AaInk on white | 16.4 : 1 | Any text | Body text |
| AaNavy on white | 11.6 : 1 | Any text | Headings, buttons |
| AaSoft navy on white | 7.6 : 1 | Any text | Links |
| AaMuted text on white | 6.9 : 1 | Any text | Secondary text |
| AaGold for text on white | 6.0 : 1 | Any text | Labels in gold |
| Gold on white | 2.8 : 1 | Not for text | Rules and marks |
| AaWhite on navy | 11.6 : 1 | Any text | Text and buttons on navy |
| AaPale blue on navy | 9.7 : 1 | Any text | Body text on navy |
| AaLight gold on navy | 6.7 : 1 | Any text | Gold text on navy |
| AaGold on navy | 4.1 : 1 | Large text and marks | Large gold type and marks on navy |
| AaDeep navy on gold tint | 13.2 : 1 | Any text | The band above the footer |
| AaInk on ground | 15.2 : 1 | Any text | Light bands |
Typefaces
Everything uses the two typefaces the logo is drawn in. Cormorant Garamond, a classic Garamond, sets headings. Jost, a clean geometric sans serif, sets everything people read at length. Both are free from Google Fonts.
Cormorant Garamond · Headings
Your taxes and your books, in steady hands.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 &
- BoldHeadings
- Medium ItalicQuotations and a highlighted phrase
Tax returns and bookkeeping, close to home.
Jost · Text
MEB Tax & Accounting prepares individual and business tax returns, keeps the books and runs payroll for businesses. Accountants who know your file, start to finish.
Somers, New York
Hablamos español.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 &
- RegularText
- MediumMenus
- SemiBoldButtons, labels and emphasis
Sizes on the website
| Use | Typeface | Size |
|---|---|---|
| Page title | Cormorant Garamond Bold | 38 to 61 pixels, larger on wider screens |
| Section heading | Cormorant Garamond Bold | 30 to 42 pixels |
| Card heading | Cormorant Garamond Bold | 24 pixels |
| Quotation | Cormorant Garamond Medium Italic | 25 pixels |
| Introduction | Jost Regular | 20 pixels |
| Text | Jost Regular | 18 pixels, with lines 1.65 times the type size apart |
| Menu | Jost Medium | 17 pixels |
| Buttons | Jost SemiBold | 17 pixels |
| Label | Jost SemiBold, capitals | 13 pixels, letters spaced 0.12 of the type size |
Using them
- Headings in sentence case, as in Who you are working with.
- Capitals only for short labels in Jost, spaced out like TAX & ACCOUNTING in the logo.
- Cormorant Garamond for headings, quotations and short phrases, never for paragraphs or small print. Large printed headlines use its SemiBold weight.
- Never retype the logo. Use the files.
Getting the fonts
- Both are free under the SIL Open Font License, for print, the web and documents: Cormorant Garamond and Jost on Google Fonts.
- In Google Docs and Slides, open the font menu, choose More fonts, search for the name and add it.
- In Word, download each family from its Google Fonts page and install it on the computer first.
- Where neither can load, as in most email, Georgia takes the place of Cormorant Garamond, and Arial the place of Jost.
Voice
MEB writes plainly and warmly, and says exactly what it means. The website already follows these rules.
- We, for the practice. On first mention, Margaret E. Betancourt, Accountant, the title on her email signature. No other title or credential appears beside her name.
- What, for whom, and the next step. Name the service and the kind of client, then how to reach the office, with the number in full: 914-556-6860.
- No tax advice in public. No statements of tax law and no filing deadlines on the website, in articles or in the newsletter. Point to the IRS and New York State instead.
- Only what is confirmed. No testimonials, awards, guarantees, fees or turnaround times until they are real and confirmed. Experience is "more than 35 years".
- Hablamos español. Wherever language comes up.
- No sensitive details by email or form. Every form ends with "Please do not include Social Security numbers, tax documents or account numbers. We will send you a secure link for documents."
In MEB's voice, from the website
Accountants who know your file, start to finish.
A small practice, by design.
Our mission is to give every client the very best service, and to treat each of them as one of the family.Margaret E. Betancourt
In use
The website
The one-line logo in the header, a navy hero with a light gold label, Cormorant Garamond headings over Jost text, cards with a navy top rule, and the gold tint band above the navy footer. Visit the website.
The client portal
The sign-in pages and their emails use the same logo, colors and typefaces. Most email apps load neither typeface, so the emails fall back to Georgia and Arial. Open the client portal.
Not covered yet
- Pantone matches for the colors, when a printer asks for them.
- The logo files as a kit, each version as SVG, PNG and PDF.
- Business cards, letterhead, an email signature and social profile images, when they are needed.
- Photography. The website keeps a marked space for a photo of the office or of Margaret, and uses no stock photos.
Questions
For the logo files, or anything this page does not cover, ask Margaret at margaret@mebtax.com.