Brand

The Arden brand kit.

Wordmark, palette, type, and voice. If you're writing about Arden — for press, an article, a community post, or anything else — this page is for you. Reach the contact at the bottom for anything you don't see.

01

Wordmark

The wordmark is the brand name set in Instrument Serif italic at a generous size. There is no logo mark — the type carries the identity. Use it on Vellum (cream) in light contexts and Loam (deep warm black) in dark contexts.

Arden

On Vellum

Arden

On Loam

02

Palette

Each color is named, used purposefully, and tuned independently for light and dark mode. The accent (Hearth) appears small — on hover states, on negative-space markers, and on the data-flow terminus.

Vellum

#FAF7F2

Background — light

Ink

#14171A

Foreground — light

Loam

#0E0F0C

Background — dark

Bone

#F2EFE9

Foreground — dark

Moss

#4F7C4A

Primary — light

Sapling

#7BA876

Primary — dark

Hearth

#C97A4F

Accent — terracotta

03

Typography

Display in Instrument Serif. Body in Geist Sans. Numbers and code in Geist Mono. The display face does the brand work; the sans + mono pair carries the technical credibility a finance product needs.

Display · Instrument Serif italic

Get good with money.

Body · Geist Sans · 17px / 1.65

Most budgeting apps make you hand over your bank login at step one. Arden starts with a file — drag in a statement from any US bank and it figures out the rest.

Mono · Geist Mono · tabular-nums

$ 1,234.56 · + 12.50% · − 3.20%

04

Voice

The voice is what separates Arden from every "modern fintech" marketing site. Hold the line on these.

  • Direct. State the thing. No filler.
  • Six-word headlines. Take a position.
  • Specific numbers, specific verbs. "$240 / mo" beats "save more."
  • Banned words: "streamline," "empower," "unlock," "effortlessly," "seamlessly," "leverage," "robust," "powerful," "intuitive," "delightful," "magical."
  • Never use the word "AI" in copy.
  • Footer humor allowed. Corporate gravitas not.
  • Italic display serif for emphasis. Bold sans for declarations.

05

Press

For press inquiries, founder interviews, or assets not on this page — email hello@ardenmoney.com. Replies come from a real person, usually within a day.

Press kit (wordmark, palette swatches, product screenshots): arden-press-kit.zip ↓