everything you need to use the proof. brand correctly.
no guessing. no compromises.
we deliver results. full stop.
proof. is a national digital marketing agency built for the SMEs of the UK. we do SEO, PPC, and social ads — and we do them properly. no fluff, no vanity metrics, no waffle.
our name says everything. every campaign we run, every strategy we build, every report we send — it all comes back to one word. proof.
to make digital marketing work for every UK business, not just the big ones.
the results-first agency. transparent, direct, and always accountable.
UK SMEs who need real digital growth — and trades & services businesses who want the phone to ring.
the mark.
always lowercase
the wordmark is always set in lowercase. never capitalised, never all-caps.
always with full stop
the full stop is part of the logo. it is never omitted. it is a statement.
the tick device
the checkmark inside the first 'o' is the brand's core symbol. it means done, verified, proven.
minimum size
never reproduce the logo smaller than 80px wide on screen or 25mm in print.
clear space
maintain clear space equal to the height of the 'p' on all sides of the logo.
no distortion
never stretch, rotate, recolour, or add effects to the logo. ever.
the palette.
proof yellow
primary accent
#e2e41a
proof navy
primary dark
#1e1f2a
proof white
primary light
#f7f6f5
proof navy mid
secondary dark
#252636
colour philosophy
the palette is deliberately minimal. proof yellow is the only colour that demands attention — it is used for accents, highlights, and the logo device only. navy and white do the heavy lifting. this restraint is intentional: it makes every use of yellow feel earned.
colour usage rules
- —proof yellow is never used as a background for large text areas
- —proof navy is the primary background for all digital applications
- —proof white is used for light-mode backgrounds and reversed layouts
- —never use yellow on white — insufficient contrast
- —never introduce additional brand colours without written approval
the type.
display / headings
Figtree
Black.
weight 900 · all headings, display text, and the wordmark
body / ui
Figtree Medium.
Figtree Regular is used for body copy, descriptions, and supporting text. It is highly legible at all sizes and pairs cleanly with the Black weight above it.
Figtree Light — for captions, labels, and fine print only.
weights 300, 400, 500, 700, 900 · Google Fonts (free)
type scale
how we speak.
direct.
we say what we mean. no padding, no hedging, no filler. if something works, we say it works. if it doesn't, we say that too.
confident.
we know what we're doing. we don't ask for permission to have an opinion. we back our recommendations with data.
human.
we're not robots and we don't write like them. we talk to clients like people, not like a terms and conditions document.
data-led.
every claim we make is backed by numbers. we don't do vague. we do specific, measurable, and real.
jargon-free.
we never use industry jargon to sound clever. if a plumber can't understand it, we rewrite it.
never arrogant.
confident is not the same as arrogant. we're proud of our work, but we never punch down or talk over our clients.
✓ do
- write in lowercase for headlines and CTAs
- use short, punchy sentences
- lead with the result, not the process
- use 'we' and 'you' — not 'the agency' or 'the client'
- be specific: '47% more traffic' not 'significant growth'
✗ don't
- use buzzwords: 'synergy', 'leverage', 'holistic', 'ecosystem'
- write passive voice: 'results were delivered' → 'we delivered results'
- pad sentences with qualifiers: 'potentially', 'could possibly', 'may help'
- capitalise every word In Headlines Like This
- use exclamation marks! they undermine confidence!
what we say.
brand statement
"we deliver results. full stop."
elevator pitch
proof. is a UK digital marketing agency that helps SMEs grow online. we do SEO, PPC, and social advertising — and we measure everything. no contracts you can't get out of. no reports you can't understand. just results you can see.
headline examples
proof. in the wild.
digital applications
all digital touchpoints — website, dashboards, email, social — use the dark navy base with yellow accents. the logo always appears in its dark-background version on digital screens.
print & collateral
business cards, proposals, and presentations use the light-background logo version on white stock. yellow is used sparingly as a highlight colour only.
social media
all social posts use the navy background as standard. the yellow wordmark appears in the top-left corner of all branded content. no gradients, no drop shadows.