GXL&CO. — Brand Guidelines

Brand Guidelines — 2025

GXL&CO.
Brand System

A comprehensive guide to the GXL&CO. brand — how it looks, sounds and shows up across every platform and stage.

Mission & Vision

The foundation of everything GXL&CO. does — why we exist and where we're headed.

Mission

To deliver precision-led media and event experiences that elevate brands and leave lasting impressions.

Vision

To be the most trusted name in media and event management across every platform and stage.

Tagline

The single line that captures the GXL&CO. brand essence.

Official Tagline

Your Story. Our Stage.

Brand Values

Five principles that underpin everything we create and every relationship we build.

Excellence

Setting and maintaining the highest standard in every project, every time.

Precision

Deliberate, detail-oriented execution across all media and event touchpoints.

Integrity

Honest, transparent relationships with clients, partners and audiences.

Impact

Creating work that moves people, drives conversations and leaves lasting impressions.

Creativity

Bringing fresh thinking and bold ideas to every brief.

Logo Usage

The GXL&CO. wordmark and logomark. Consistent, unaltered, always.

Primary — Light Background

Reversed — Dark Background

Logomark — Light

Logomark — Dark

Do

Use the logo on approved brand backgrounds only
Maintain clear space around the logo at all times
Use the logomark alone when space is limited
Always use approved file formats

Don't

Stretch or distort the logo
Rotate the logo
Change the logo colours
Add effects such as shadows, gradients or outlines
Place the logo on busy or clashing backgrounds
Recreate or redraw the logo
Use the logomark and wordmark in an unapproved layout

Colour

A structured palette built around the GXL&CO. navy — cool, authoritative and precise.

Core

Navy

#1B3A6B

White

#FFFFFF

Silver

#C0C8D2

Secondary

Mid Grey

#7A8694

Steel Blue

#4A6FA5

Accent

Crisp White

#F8F9FB

Light Silver

#E2E6EA

Neutral / Background

Cool White

#F0F3F7

Pale Blue Grey

#D6DCE8

Text

Dark Navy

#1B3A6B

Slate Grey

#4A5568

Silver

#8A96A8

Functional

Success

#2A9D8F

Warning

#E8A838

Error

#E05C5C

Typography

A three-font system — Teko for impact, Sentient for elegance, DM Mono for precision.

Font Embeds

<!-- Google Fonts: Teko + DM Mono -->
<link rel="preconnect" href="https://fonts.googleapis.com">
<link rel="preconnect" href="https://fonts.gstatic.com" crossorigin>
<link href="https://fonts.googleapis.com/css2?family=DM+Mono:ital,wght@0,300;0,400;0,500;1,300;1,400;1,500&family=Teko:[email protected]&display=swap" rel="stylesheet">

<!-- Fontshare: Sentient -->
<link href="https://api.fontshare.com/v2/css?f[]=sentient@300,301,400,401,700,701&display=swap" rel="stylesheet">

Role Font Size Weight Style Preview

Display

Teko

80px

Bold 700

Normal

GXL&CO.

Teko

64px

Bold 700

Normal

Heading One

Teko

48px

SemiBold 600

Normal

Heading Two

Sentient

36px

Bold 700

Normal

Heading Three

Sentient

28px

Bold 700

Normal

Heading Four

Body Large

Sentient

18px

Regular 400

Normal

Body large text — media and events.

Body

Sentient

16px

Regular 400

Normal

Body text for general content use.

Body Small

Sentient

14px

Light 300

Normal

Body small text for secondary content.

Quote

Sentient

16px

Regular 400

Italic

"Your story. Our stage."

Caption

Sentient

12px

Light 300

Italic

Image caption text

Mono / Label

DM Mono

13px

Regular 400

Normal

GXL_BRAND_V1.0

Iconography

Phosphor Icons — outlined, consistent, purposeful.

Library

Phosphor Icons

Default Weight

Regular

Emphasis Weight

Bold

Imagery & Photography

Cinematic, atmospheric, cool-toned. Every image should feel considered and on-brand.

Cinematic — Primary

Event Coverage

Brand Campaign

Direction

Cinematic, atmospheric. Strong composition, dramatic professional lighting.

Colour Treatment

Cool-toned grading leaning into deep blues and grey tones tied to the brand palette.

Overlay

Subtle navy overlay where needed for text legibility or brand consistency.

Consistency

Best effort across all touchpoints. Treatment should always make reasonable effort to align with the palette.

Do

Use images with strong, cinematic composition
Apply cool-toned colour grading tied to the brand palette
Capture authentic, candid moments at events
Use natural or dramatic professional lighting
Ensure subjects are sharp and well-framed
Use images that convey energy, professionalism and impact
Apply a subtle navy overlay where needed for text legibility

Don't

Use warm, orange-toned or heavily filtered images
Use overly staged or stock-looking photography
Use low resolution or poorly lit images
Use busy, cluttered compositions
Apply heavy vignettes or outdated filters
Use imagery that feels off-brand in tone
Crop subjects awkwardly or use poor framing

Design Elements

Minimal graphic devices — dot grids, thin rules, sparse geometric shapes. Used sparingly, always from the brand palette.

Dot Grid

Thin Rules / Dividers

Geometric Shapes

Tone of Voice

Authoritative and polished on the surface. Sophisticated and understated underneath.

Primary Tone

Authoritative & Polished

Confident, professional, precise. GXL&CO. says a lot with few words. We command respect without demanding it.

Underlying Quality

Sophisticated & Understated

Calm and assured. Editorial in nature. We never over-explain. The work speaks — we simply give it a voice.

In Practice

Write with Purpose

Every word earns its place. Lead with the most important point. Use active voice. Avoid jargon, filler phrases and unnecessary explanation.

What We Are Not

Never Loud. Never Vague.

We don't shout. We don't over-promise. We don't pad copy with buzzwords. We are precise, deliberate and always on-brand.

Brand Applications

How the GXL&CO. brand shows up across every touchpoint.

Business Cards

Letterhead & Envelopes

Event Programmes

Signage & Banners

Digital

Website

Digital

Social Media Templates

Digital

Email Signatures

Digital

Presentation Templates

Digital

Event Specific

Name Badges & Lanyards

Event Specific

Stage Backdrops

Event Specific

Merchandise

Event Specific

Event Tickets

Event Specific

Brand Misuse

What not to do — across the entire brand system.

Typography

Don't use fonts outside of the approved stack
Don't mix more than the approved font roles
Don't use decorative or script fonts alongside brand fonts
Don't set body copy in Teko
Don't use font weights outside of the approved scale

Colour

Don't use colours outside of the approved palette
Don't use gradients unless specifically approved
Don't place text in non-approved colour combinations
Don't use colour in ways that reduce accessibility or legibility

Imagery

Don't use warm-toned or heavily filtered photography
Don't mix brand imagery with off-brand stock photography
Don't use illustrations or clip art unless specifically approved

Iconography

Don't mix Phosphor icon weights inconsistently
Don't use icon libraries outside of Phosphor
Don't resize icons disproportionately

General

Don't combine brand elements in unapproved ways
Don't create new brand assets without following the guidelines
Don't use the brand in contexts that conflict with brand values