Brand Guidelines

Official design, visual, and editorial standards for Aevum News. Use this document to maintain consistency across all platforms, publications, and partnerships.

v2.1 — Updated Jan 2025

Brand Identity & Mission

Aevum News is a premium digital journalism platform dedicated to unfiltered, authoritative reporting. Our brand represents timelessness, clarity, and unwavering commitment to factual integrity.

Core Values

  • Accuracy over speed
  • Global perspective, local depth
  • Editorial independence
  • Transparent sourcing

Brand Personality

  • Authoritative yet accessible
  • Understated, never sensational
  • Forward-thinking, historically grounded
  • Professional with human warmth

Color Palette

Our palette is built on high contrast, readability, and editorial sophistication. Gold signifies prestige and clarity; neutrals ensure long-form readability.

Primary Gold

#C9A84C

Brand Accent
Gold Dark

#A88A2E

Hover/Active
Void Black

#0A0A0F

Background
Cloud White

#E8E8ED

Primary Text
Surface Dark

#12121A

Cards/Sections
Slate Muted

#8A8A9A

Secondary Text
News Blue

#457B9D

Politics/Links
Breaking Red

#E63946

Live/Alert

* Click any swatch to copy HEX. All colors meet WCAG AA contrast ratios for body text on dark backgrounds.

Typography System

Playfair Display provides editorial gravitas for headings. Inter ensures crisp, modern readability for body copy and UI. Use only these two families.

Playfair Display

The quick brown fox jumps over the lazy dog. 0123456789. Aa Bb Cc

RoleHeadings, Display
Weights400, 700, 900
UsageH1–H3, Pull Quotes

Inter

The quick brown fox jumps over the lazy dog. 0123456789. Aa Bb Cc

RoleBody, UI, Meta
Weights300, 400, 500, 600, 700
UsageParagraphs, Nav, Buttons

Type Scale & Spacing

Body text: 1rem (16px) base, 1.6 line height. Never exceed 75 characters per line for optimal readability. Use negative margins sparingly. Headings should have tight line-height (1.1–1.2) with 0.5–1rem bottom margins.

Imagery & Visual Style

Photography must reflect authenticity, diversity, and editorial gravity. Avoid stock clichés, heavy filters, or staged compositions.

📸
Documentary-style, natural lighting, candid moments over posed shots.
📊
Minimalist charts, muted backgrounds, gold accents for highlights.
🎨
Line-based, monochrome with single accent color. No gradients.

Crop & Composition

  • 16:9 for hero/article headers
  • 4:3 or 1:1 for embedded media
  • Always leave negative space for text overlays

Treatment Rules

  • No duotone filters or heavy saturation
  • Subtle vignette allowed (-5% brightness)
  • Consistent color temperature across series

Tone & Voice

Our editorial voice is measured, precise, and human. We inform without alarming, analyze without bias, and simplify without oversimplifying.

Headlines & Leads

Global markets stabilize as central banks coordinate rate strategy.

MARKETS EXPLODE! You Won't Believe What Just Happened!

Analysis & Op-Eds

The policy shift reflects broader demographic trends...

Obviously, everyone knows this was a complete disaster...

Social & Comms

We're following the developments closely. Updates here →

HUGE NEWS! 👇 Smash that follow button!

Error Corrections

Correction: An earlier version misstated the funding amount. It has been updated.

Oops! Our bad. Fixed it.

UI Components

Consistent interface elements ensure seamless reader experience across web, mobile, and app platforms.

Buttons

Use 50px border-radius, uppercase tracking (1px), and 600 weight. Primary for conversions, secondary for navigation, ghost for tertiary actions.

Tags & Categories

World Technology Politics Business Breaking Opinion

6px radius, 0.8rem font. Accent tags for editorial picks or live updates. Max 2 tags per article header.

Spacing & Grid

Base spacing unit: 8px. Use multiples of 8 (8, 16, 24, 32, 48). Desktop grid: 12-column, 24px gutter. Mobile: single column, 16px padding.

Do's & Don'ts

Quick reference for common brand application scenarios.

DO Follow These

  • Use Playfair Display for all editorial headings
  • Maintain WCAG AA contrast ratios
  • Cite sources transparently in all reporting
  • Use the primary gold only for accents, not backgrounds
  • Keep social media copy concise and factual
  • Apply consistent photo treatment across campaigns

DON'T Avoid These

  • Stretch, rotate, or recolor the logo
  • Use drop shadows, outlines, or gradients on type
  • Place text over busy image areas without overlay
  • Mix more than 3 fonts in a single layout
  • Use clickbait phrasing or emotional manipulation
  • Apply heavy filters or AI-generated stock imagery