01 · Identity
Who we are
FounderWise is the club for ambitious builders — connect, showcase, raise, and scale. The mark is a lighthouse guiding growth: clarity for founders, signal for the network.
Name
FounderWise.co
Tagline
The Founder Club for Ambitious Builders
Domain
founderwise.co
FounderWise is the startup community and founders forum for ambitious builders — showcase startups, meet VCs, book mentors, and grow your founder network.
02 · Logo
Mark & wordmark
Primary lockup pairs the lighthouse + growth bars with the FounderWise.co wordmark. Use the mark alone at small sizes (favicons, avatars).
Full logo · light
Full logo · dark surface
On dark backgrounds, keep the logo on a white plate or use the mark on white.
Mark only
Clear space & rules
- • Keep clear space equal to the height of the lighthouse lantern.
- • Don’t stretch, recolor the beam independently, or add drop shadows to the mark.
- • Minimum digital size: mark ≥ 24px; full logo ≥ 120px wide.
- • Wordmark in UI text: FounderWise.co
03 · Color
Palette
Two coordinated systems: logo colors (navy + electric blue) for identity assets, and product UI colors (indigo + violet) for the app.
Logo identity
Navy
Lighthouse · Founder
Electric
Beam · Wise.co
Electric Dark
Hover / print
Electric Light
Wash
Product UI
Primary
Indigo-600 · CTAs
Primary Dark
Hover
Primary Light
Soft wash
Accent
Violet-600 · gradient end
Accent Dark
Hover
Accent Light
Soft wash
Neutrals
Text Primary
Text Secondary
Text Muted
Border
Background
Surface
Semantic
Success
Warning
Danger
Info
04 · Typography
Inter everywhere
Product UI uses Inter (Google Fonts / next/font). Weights 400–800. Prefer tracking-tight on large headlines.
Family
Inter, ui-sans-serif, system-ui, -apple-system, "Segoe UI", Roboto, "Helvetica Neue", Arial, sans-serif
Build the future
Founder dashboard
Section heading
Body copy for product and marketing. Clear over clever — short sentences, concrete outcomes.
Secondary / meta · labels · helper text
Overline / eyebrow
05 · Product UI
Components & shape
Cards are rounded-2xl with light borders. Buttons use rounded-xl. Primary actions use indigo or the brand gradient.
Buttons
Form
| Token | Value | Use |
|---|---|---|
| radius.control | 14px | Buttons, inputs |
| radius.card | 20px / 2xl | Cards, panels |
| spacing.lg | 16px | Default gap |
| shadow.brand | indigo glow | Primary CTA lift |
06 · Voice
How we sound
Builder-first, clear over clever, optimistic but realistic.
Do
- • Say "founders", "builders", "operators"
- • Lead with verbs: connect, raise, ship, scale
- • Use concrete metrics when available
- • Keep CTAs action-oriented: Join Club, Explore Startups
Don't
- • Hype without substance (disrupt, synergy, revolutionary)
- • Mock founders or startup failure
- • Overuse exclamation points or emoji walls
- • Imply guarantees of funding or exits
Sample
Where Founders Build the Future
Sample
The Founder Club for Ambitious Builders
Sample
Connect. Showcase. Raise. Scale.
- →Builder-first — speak like an operator, not a brochure
- →Clear over clever — short sentences, concrete outcomes
- →Optimistic realism — ambitious but grounded in execution
- →Inclusive club energy — invite people in, never gatekeep with jargon
07 · Assets
Files in the repo
Served from web/public. Tokens live in @founderwise/shared (packages/shared/src/brand.ts).
| Asset | Path | Use |
|---|---|---|
| Full logo | /founderwise-logo.png | OG, press, decks |
| Mark | /founderwise-mark.png | Navbar, favicon source |
| App icons | /icon-*.png | PWA · 16–512 |
| Apple touch | /apple-touch-icon.png | iOS home screen |
| Splash | /splash.png | Launch screens |
| Tokens (TS) | packages/shared/src/brand.ts | Web + mobile import |
| Brand board | /brand-board.jpg | Shareable overview |
| Docs | BRAND.md | Written guidelines |
Brand board
Questions? hello@founderwise.co