PaulHood / Brand Identity Design / April 2026
Brand
Guidelines
Who we are
We're not just another tax firm. We're a guide for everyday Americans who want less stress, more clarity, and a plan they can trust. This is delivered through our PaulHood Plan, providing tax-smart guidance all year long, not just in tax season.
Tax-Smart Guidance,
So You Keep More
We exist to help everyday Americans take control of their money, so families, businesses, and legacies can thrive for generations.
Main Logo
Every approved variation, plus our deck template and mailing labels, lives on the Brand Assets page.
Color Palette
Stick to the defined hex values.
Use it as a color pop.
The gradient highlights short phrases — 2–3 words max. Never as a background, border, or full text block.
Tax-Smart Guidance,
So You Keep More
Order is fixed: Tangerine → Magenta → Violet.
Color Palette Usage
Full Page Backgrounds
Navy, white, and lilac are approved for full-bleed surfaces.
- Website
- Landing Pages
- Decks
- Creative
- Website
- Landing Pages
- Decks
- Creative
- Decks
- Creative
Partial Page Backgrounds
For decks and creative — color blocks and accent panels only, never full pages.
Apparel & Promotional Items
Approved base colors for branded apparel and promotional merchandise.
Typography
These are our public-facing fonts — Aeonik Pro and Poppins — used across our website and marketing materials. Don't substitute system fonts.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam mauris nisl, sollicitudin nec sapien quis, tempus congue metus. Nulla suscipit maximus sollicitudin.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam mauris nisl, sollicitudin nec sapien quis, tempus congue metus. Nulla suscipit maximus sollicitudin.
For decks, articles, and internal resources.
Internal fonts
For internal documents — presentation decks, written articles, memos, and team-facing resources — use Arial. It's universally available across devices and keeps internal communication consistent without requiring brand font installation.
Do's & Don'ts
Do's
Don'ts
01 Consistent typography
One consistent font across all materials. Arial for non-marketing purposes.
01 Mixed fonts
Different fonts on every document — or within a single document.
02 Approved brand colors
Stick to the official palette, used every time.
02 Random colors
Off-palette colors chosen by whoever made the file.
03 On-brand tone of voice
Professional yet plainspoken, confident but not arrogant — written for everyday people.
03 Inconsistent voice
Each person writes in their own style, so deliverables feel disconnected.
04 Correct logo usage
Logo always in the correct format and placement.
04 Distorted logo
Stretched, recolored, or low-resolution logo.
05 One unified company
All client-facing materials feel like they came from one company.
05 Five companies under one name
Materials that look like they came from five different brands.
Real people.
Real moments.
Photography brings the brand to life. Two distinct categories, same human-first principles.
Browse the Library →
The Growing Business
- Owner-operators in their actual workspaces
- Shop floors, workshops, kitchens, counters, job sites
- Work clothes and aprons over suits
- Real moments — reviewing books, problem-solving, focused work
- Natural light and environmental framing
Anything too corporate, glass conference rooms and skyscrapers, executive professionals in suits, and staged corporate meetings.
Life's Financial Milestones
- Individuals, couples, and families at meaningful moments
- Kitchen tables, home offices, living rooms
- Mixed ages and life stages
- Considered conversations and decisions
- Saving, planning, and working toward financial goals
Posed family portraits and overly polished lifestyle shots.
When in doubt,
ask first.
All brand usage requires marketing approval. This includes anything using the PaulHood logo, colors, typography, or messaging — marketing materials, client-facing assets, social content, print, swag, and co-branding.
Find the Marketing Request Form in Asana.