For partners, guests & collaborators
Brand Standards
A practical guide to representing The Business Growth Factor consistently — logos, colors, type, voice, and how to use them on the page, the screen, or wherever our name shows up.
Our Brand
The Business Growth Factor is a podcast and private online community for growth-minded business leaders. Co-hosted by Lyndon Smith and Joshua Leyenhorst, we explore the strategic, financial, and operational systems that help small and mid-sized businesses move from chaos to control and scale with confidence.
Our brand should always feel practical, professional, and grounded — the way a trusted advisor speaks. Confident without being loud. Optimistic without being naïve.
Name
The Business Growth Factor
Always written in full on first reference. "TBGF" is acceptable shorthand internally.
Tagline
Conversations About Building Better Businesses
Primary tagline. Use sentence-case in body copy.
Motto
Build · Grow · Learn
Set in all-caps with wide tracking. Use as a closing line or banner accent.
Logo
The logo combines the microphone mark with the wordmark in a horizontal lockup. Use the version that gives the best contrast against its background — full-color on light surfaces, single-color on dark.
Primary · On Light
Use on white or light neutral backgrounds. Preferred for printed material and the website's light sections.
Reversed · On Dark
Use on slate-900, the brand cyan, photography, or any background where the light version loses contrast.
Do
- Keep clear space around the logo equal to the height of the microphone mark.
- Scale proportionally — minimum width of 120px on screen, 25mm in print.
- Place on backgrounds with strong contrast against the logo color.
Don't
- Stretch, skew, rotate, or recolor the logo.
- Add drop shadows, outlines, or effects to the mark.
- Place on busy photography without a tinted overlay for legibility.
Color Palette
Brand cyan carries the identity. Neutrals carry the content. Use color with restraint — let one or two accents lead each page.
Brand
Brand Cyan
HEX #18B0C8
RGB 24, 176, 200
Primary brand color. Buttons, links, accents, kickers.
Brand Dark
HEX #0F8AA0
RGB 15, 138, 160
Button hover and pressed states. Strong CTAs.
Brand Light
HEX #4DC8DC
RGB 77, 200, 220
Highlights and decorative fills. Use sparingly.
Neutrals
Ink
#0F172A
Headlines, footer.
Slate
#334155
Body copy.
Muted
#64748B
Captions, meta.
Surface
#F1F5F9
Section backgrounds.
White
#FFFFFF
Default canvas.
Typography
Two typefaces. Poppins for everything by default; Roboto Slab as an optional display accent. Both are free Google Fonts.
Primary Typeface
Poppins
Used for headings, body, buttons, and navigation. Weights in use: 300, 400, 500, 600, 700, 800.
Build Better Businesses
Build Better Businesses
Build Better Businesses
Build better businesses with practical systems and conversations from real operators.
Build better businesses with practical systems and conversations from real operators.
Display Accent
Roboto Slab
Optional for display lines where a more editorial feel is wanted — pull quotes, episode titles, book covers. Don't use for body.
Build Better Businesses
Build Better Businesses
Build Better Businesses
Kicker / Eyebrow
All-caps, wide tracking, brand cyan. Sits above headlines.
For the Entrepreneurs
Headlines
Poppins bold or extra-bold, tight tracking, ink color.
Where business leaders grow together.
Voice & Tone
We sound like two experienced operators having a useful conversation — direct, generous with knowledge, and grounded in real businesses.
We are
- +Practical. Concrete systems and examples.
- +Confident. Plain claims, not hedged.
- +Generous. Give the playbook, not the tease.
- +Grounded. Two decades of real operations behind every claim.
We are not
- —Hypey. No "10x" or "secret hacks".
- —Academic. No jargon for jargon's sake.
- —Vague. No mystical "mindset shifts" without substance.
- —Preachy. No moralising. Respect the listener's experience.
Instead of
"Unlock the secrets of 10x growth with our revolutionary mindset framework."
Say
"Six revenue drivers move the needle in most businesses. Here's how to figure out which one to work on this quarter."
Application
Common patterns you'll see across the site and in our materials. Match these when extending the brand.
Buttons
Always rounded-full. Primary fills brand cyan; secondary is white with cyan outline.
Brand Banner
Conversations About Building Better Businesses
Build · Grow · Learn
Brand cyan background, white type, motto in wide-tracked all-caps.
A few things to avoid
- × Recoloring the logo to non-brand colors
- × Using lime, orange, or red as accent colors
- × Setting body copy in Roboto Slab
- × Square-cornered buttons (we use rounded-full)
- × Drop shadows on the logo or wordmark
- × "TBGF" as a public-facing abbreviation
Downloads
Right-click and save the logo files you need. For high-resolution vector versions or additional assets, get in touch.
Primary Logo — On Light
PNG · transparent background
Reversed Logo — On Dark
PNG · transparent background
Need something else?
Press kits, podcast cover art, host bios & headshots, or a vector version of the logo for print — just ask.
Get in Touch