Brand Reference

Ohio Pride PAC Brand System

The v2.0 mark, color, voice, and digital specs the team uses to keep Ohio Pride PAC sounding and looking like itself — calm, institutional, and built for the long fight ahead.

Brand Guide v2.0 · Updated May 2026

Section 01

Why we rebuilt the mark

The v1 logo was generated quickly to get us launched. It read as a startup. The v2.0 wordmark fixes that. It signals stability, professionalism, and seriousness — the visual language donors expect when a PAC asks them to back real political work.

In one line

Calm, institutional, "big-tent." We don't need rainbow on every surface to prove we're a Pride org. Our work will showcase that.

What changed

Navy is now #152233, a measured shift from generic navy that reads as authoritative without looking corporate. Light blue is now #70D6EC and is reserved for the "PRIDE" half of the wordmark and on-dark accent text. The Progress Pride rainbow stays in the system — but as a deliberate accent (thin stripes, the donate button, on-brand celebration moments), never as default chrome.

Section 04

Color system

Three brand colors, three roles. Navy is the foundation. Light Blue is the accent. White is the breath between them.

Core brand

Navy Primary

#152233 --brand-navy

Light Blue

#70D6EC --brand-light-blue

Pure White

#FFFFFF --brand-white

Navy Footer

#0D1726 --brand-navy-footer

Progress Pride palette (accent only)

Red

#E40303

Orange

#FFBC00

Yellow

#FFED00

Green

#008026

Blue

#004DFF

Violet

#750787

Black

#000000

Brown

#613915

Pink

#FFAFC8

Signature gradient

linear-gradient(135deg, …) · token --brand-pride-gradient

Horizontal sweep variant

linear-gradient(90deg, …) · token --brand-pride-gradient-h

Use deliberately

The Progress Pride gradient is for thin dividers, donate-button fills, and accent stripes — used deliberately, never decoratively. The raw Pride chips fail WCAG AA on Navy; for accent text on dark, use --brand-text-accent, --brand-text-danger, --brand-text-success, --brand-text-warning.

Section 05

Typography

Montserrat handles headlines, UI, and the wordmark. Roboto Slab carries body copy and long-form reading.

A clear, steady
voice for Ohio.

Display headline · Montserrat ExtraBold 800 · 36–60px · line-height 1.05 · tracking -0.02em

Endorse. Mobilize. Fight for Ohio.

Section title · Montserrat Bold 700 · 22–30px

Pro-Equality · Nonpartisan · Ohio-Focused

Eyebrow / label · Montserrat Bold 700 · 10–11px uppercase · 2–3px tracking

Ohio Pride PAC is a state-level political action committee registered with the Ohio Secretary of State, dedicated to building political power for LGBTQ+ equality across every corner of Ohio. We endorse pro-equality candidates, mobilize voters, and fight anti-LGBTQ+ legislation in the Ohio Statehouse.

Body copy · Roboto Slab Regular 400 · 15–16px · line-height 1.75

Section 06

Voice & tone

Confident, not loud. Action-oriented. Complementary, not competitive. Nonpartisan, pro-equality. Institutional in feel, neighborhood in voice.

In one sentence

The clear, steady voice of an Ohioan who's done waiting — informed, organized, and ready to fight for neighbors at the ballot box.

Word choice

Use

  • Pro-equality candidates
  • LGBTQ+ Ohioans and their families
  • Ally / Pro-equality leader
  • Ohio Statehouse / Ohio General Assembly
  • "Build durable political power"

Avoid

  • Partisan labels in voice copy unless legally required
  • "Activist" framing — use leader or organizer
  • Passive constructions
  • Naming peer advocacy orgs in comparison copy
  • Performative rainbow flourishes in headline copy

Section 07

Messaging pillars

Power behind candidates
Money and political muscle behind pro-equality candidates who act once in office.
Complement, don't duplicate
Advocacy orgs educate and lobby. Ohio Pride PAC builds on that work in a lane only a PAC can fill.
Nonpartisan, Ohio-focused
State-level, statehouse-first, anchored in Ohio's communities and Ohio's voters.
2026 urgency
Statewide offices, a special U.S. Senate election, statehouse races, and active anti-LGBTQ+ legislation make this a year that decides the next decade.

Section 08

Digital specs

Favicon system

A simplified OH monogram on Navy Primary, sized for every browser surface. Shipped under /assets/favicon/.

Favicon 16x16 16×16
Favicon 32x32 32×32
Favicon 96x96 96×96
Apple touch icon 180x180 180×180
Favicon 512x512 512×512

Open Graph image

Default share image lives at /assets/social/og-image.png at 1200×630 — primary wordmark on Navy with the Progress Pride underline tagline.

Theme color

Mobile browser chrome: <meta name="theme-color" content="#152233">.

Tokens, helpers, and the consistency check

Every page consumes the canonical tokens at /css/brand-tokens.css and the shared chrome injected by /js/site-template.js. The npm run check:brand script walks every public HTML page in the repo and flags drift before a PR can land. See docs/brand-system.md for wiring details.

Section 09

What not to do

Don't

Recolor PRIDE to anything other than Light Blue, White, or Navy.

Don't

Drop a rainbow gradient into the wordmark. The mark is monochrome by design.

Don't

Stretch, condense, or rotate the lockup. Scale uniformly.

Don't

Place the navy-on-white wordmark on a busy photo. Use the mono white wordmark instead.

Don't

Use the v1 wordmark from before May 2026. It's retired.

Don't

Mix the Pride orange #FFBC00 — it's been retired in favor of #FFBC00.

Brand Guide v2.0 · May 2026 · Last reviewed by the Ohio Pride PAC team.

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