Brand Identity Guide

These guidelines describe the visual and verbal elements that represent the Moss Brown & Co. brand identity. This includes our name, logo and other elements such as colors, and type.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.

These guidelines reflect the Moss Brown & Co. brand, including the logo, name, colors and identifying elements, which are valuable company assets.

Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Moss Brown & Co. name and marks.

Our logo is the key building block of our identity, the primary visual element that identifies us. At the core of the system are two primary logo variations: the original mark and the updated mark. Each carries equal importance within the brand hierarchy and should be used consistently.

The original logo is preserved as a heritage asset and is best used in moments where legacy, storytelling, and authenticity are key.

The updated logo is a refined, modern interpretation designed for versatility and impact across contemporary applications.

Supporting marks and icons extend the system for smaller-scale use, social, and product applications.

Please use reverse logos for darker backgrounds and give plenty of space around the logo.

Please don’t alter the logo in any way.

Primary Logos

Original

Updated

Supporting Icons

Typography plays a critical role in expressing the tone, confidence, and quality of the Moss Brown & Co. brand. Thoughtful, consistent use of type reinforces our identity while ensuring clarity, balance, and cohesion across all brand touchpoints.

The Aktiv and Aktiv Extended font families provide Moss Brown with a versatile, cohesive typographic system that scales seamlessly across the brand. With a full range of weights and styles, the family supports everything from bold, statement-driven headlines to clean, readable body copy.

The Moss Brown & Co. brand utilizes the following colors. Use them as the dominant color palette for all internal and external visual presentations of the company.