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Brand

Catalyst Gen brand.

Everything needed to represent Catalyst Gen consistently and accurately — the marks, the palette, the type, and what to call us.

Download assets PNG · lockup and monogram

Logo

The horizontal lockup is the default and should be used wherever it fits. The monogram exists for spaces the lockup cannot survive — avatars, favicons and app icons.

Primary lockup
Primary lockupLight backgrounds
Primary lockup on dark
Primary lockup on darkThe mark keeps its white plate, as in the site footer
Monogram
MonogramAvatars, favicons, app icons
Monogram on Catalyst Blue
Monogram on Catalyst BluePlated and rounded, the way an app icon sits
Clear space

Leave free space around the lockup equal to the height of the C on all four sides. Nothing crosses it.

Minimum size

140px wide on screen, 30mm in print. Below that the strapline stops being legible — use the monogram instead.

On dark grounds

Both marks are drawn on white. On navy, on blue or over a photograph, keep that plate and round it to 10px — do not knock the mark out or recolour it to sit flush.

Don't

The mark carries the company's only visual equity. These are the five things that spend it.

  • Recolour the logo, or apply gradients, shadows or outlines to it.
  • Stretch, rotate, crop or otherwise redraw the proportions of the lockup.
  • Place the light lockup on a busy photograph, or on a mid-tone that starves it of contrast.
  • Rebuild the wordmark by setting CATALYST GEN in Inter — the letterforms are drawn, not typed.
  • Use the monogram where the full lockup fits. It is for spaces the lockup cannot survive.

Colour

Blue carries the brand and red interrupts it. Red is never a surface colour — it appears as a rule, a marker or a dot, and it stops meaning anything the moment it covers an area.

#0046CE
Catalyst BluePrimary. Links, buttons, section labels, the contact band.
#E5090B
Catalyst RedAccent only. Rules, markers, the dot in an eyebrow. Never a surface.
#071426
NavyDark surfaces. Product blocks, the Africa section, the footer.
#0B1220
InkBody text and headings on light grounds.
#667085
MutedSecondary text, descriptions, captions.
#F7F9FC
PaperAlternate light surface, separating adjacent sections.
#E5EAF1
LineBorders, dividers, the hero grid lines.

Typography

Inter, at four steps and nothing in between. Headings run tight and slightly negative; body copy runs open. The micro-label is the only place letters are spaced apart.

Inter

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Display650 · clamp(52 – 76px) · -0.06em

Built in Africa.

Section600 · clamp(39 – 54px) · -0.055em

We build products that solve real problems.

Body400 · 15–17px · 1.7 line height

Every product we build turns something people do informally into structure a system can act on.

Micro-label700 · 11px · 0.16em · uppercase

Our point of view

Name

Refer to us as Catalyst Gen. The product names are set the way their own teams set them.

Write it this way
Catalyst GenTwo words, both capitalised. The company name in every context.
HEREIQAll capitals. Never Hereiq, HereIQ or Here IQ.
CelerCardOne word, two capitals. Never Celer Card or Celercard.
AI Intent LayerThree words, title case. Never AI intent layer.
Not this way
CatalystGenClosed up. It belongs to the domain and the social handles, not to prose.
CatalystShortened. It is not the company name and it is not unambiguous.
CGThe monogram is artwork, not an abbreviation to write out.
Catalyst GenerationExpanded. "Gen" does not stand for anything.

Need a format that isn't here, or a review before you publish? Email info@catalystgen.net.