Brand Guidelines — 2026
Brand Guidelines
Consistent application across all touchpoints
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Consistent application across all touchpoints
The Top Down CPM logo combines a growth chart icon within a circular gauge, representing upward financial momentum and comprehensive performance measurement. The colored arc segments (green, gold, mint) reinforce the brand palette at the most recognizable level.
Maintain minimum clear space equal to 1x the height of the “O” in the wordmark around all sides. This ensures legibility and visual impact across all applications.
Protect the integrity of our mark. Follow these guidelines to ensure the logo is always presented correctly and consistently.
Use the official logo files provided. Maintain proper clear space around the mark at all times.
Use the light logo on dark backgrounds and the dark logo on light backgrounds for maximum contrast.
Never stretch, distort, or alter the proportions of the logo. Always scale uniformly.
Never change the logo colors. Only use the approved brand color combinations provided.
Never add drop shadows, glows, outlines, gradients, or other visual effects to the logo.
Never place the logo on busy backgrounds, patterns, or photographs where legibility is compromised.
Our palette is anchored by a commanding navy, accented with growth-minded green and optimistic gold. Together they communicate authority, performance, and forward momentum.
Extended Palette
Libre Caslon Condensed serves as the headline font, with Libre Caslon Condensed Italic for accents — an elegant condensed serif that conveys authority and heritage. Manrope provides a clean, modern counterpart for body text and UI elements.
The wordmark uses Manrope, a geometric sans-serif with clean, modern proportions. Its circular “O” accommodates the gauge icon integration seamlessly.
Our icons follow a consistent style that complements the brand. Clean line icons at 2px stroke weight maintain visual harmony across all touchpoints.
Analytics
Performance
Team
Digital
Layers
Growth
Success
Settings
2px consistent stroke weight across all icons. Never use filled icons.
Rounded line caps and joins for a friendly, approachable feel.
Navy for standard use. Green or gold for accent contexts. White on dark backgrounds.
Photography should communicate professionalism, expertise, and forward-thinking financial leadership. Every image reinforces our position as trusted FP&A partners.
Authentic, candid shots of professionals in collaborative settings. Show real engagement — not staged poses. Diverse representation reflecting the modern finance workplace.
Clean shots of dashboards, analytics screens, and digital workspaces. Show Planful in action where possible. Emphasize clarity and precision in data visualization.
Growth-oriented imagery — upward trends, momentum, and architectural patterns that suggest structure and planning. Use brand color overlays when appropriate.
Modern office spaces, conference rooms, and professional settings. Clean, well-lit environments that convey competence. Avoid cluttered or dated interiors.
Our voice is authoritative yet approachable. We speak as experienced FP&A leaders who understand the challenges our clients face — because we’ve lived them.
We know our craft and communicate with conviction. We lead with expertise but remain open and collaborative. Our confidence comes from results, not self-promotion.
Financial planning is complex — our communication shouldn’t be. We break down sophisticated concepts into clear, actionable language that drives understanding.
We focus on value and outcomes, not features and hype. Every piece of content should educate, inform, or solve a problem for our audience.
We speak to CFOs, controllers, and FP&A leaders directly. We use “you” and “your” to connect. We reference real scenarios they face daily.
Our website extends the Top Down CPM brand into the digital space, providing a seamless experience for clients and prospects.
Expert Planful consulting from day one
Purpose-built sprints for rapid deployment
Quarterly optimization and growth cycles
Strategic FP&A partnership and guidance
Expert Planful consulting from day one
Purpose-built for rapid Planful deployment
Quarterly optimization and growth cycles
FP&A partnership and guidance
Professional, consulting-grade design that reflects expertise. Generous whitespace guides the eye through content hierarchically.
Brand colors guide user attention. Navy for authority, gold for primary actions and CTAs, green for positive reinforcement.
Typography hierarchy ensures easy content consumption. Libre Caslon for headings, Manrope for everything else.
Performs beautifully across all devices. Every breakpoint is considered to maintain brand integrity.
Simple, intuitive structure with mega-menu dropdowns for Services, About, and Resources.
Gold accent color for primary actions. Confident, action-oriented language.
Bold navy backgrounds with clear value propositions. High-contrast text for maximum readability.
Clean white space with strategic color accents. Card-based layouts for features and services.
A standardized email signature reinforces our brand in every communication. All team members should use this format consistently.
Use system fonts (Arial or Helvetica) for email client compatibility. Name in bold, all other text in regular weight.
Name and links in Navy (#000552). Title and contact info in mid-gray. Green divider line for brand accent.
Square icon logo at 56×56px. Linked to the company website. Do not use the full horizontal wordmark.
Optional LinkedIn icon only. No other social media icons. Keep the signature clean and professional.
Business cards and stationery extend our brand identity into the physical world. Clean, premium design that reflects our consulting expertise.
SVG templates — editable in Illustrator, Figma, or any vector editor. Replace placeholder text with team member details.
16pt matte or soft-touch finish. Premium weight communicates quality and professionalism.
Standard 3.5” × 2” with 0.125” bleed. Rounded corners optional at 0.125” radius.
Logo top-left at 1.5” wide. Navy footer with company details. Green accent line below header.
Presentations are a core client touchpoint. Every deck should reinforce our brand positioning as dedicated Planful experts.
Client Name · Q1 2026
6-slide .pptx template with title, section divider, content, two-column, data, and closing slides. Brand colors and layout pre-configured.
Navy deep background with horizontal logo. Libre Caslon Condensed for titles with gold italic accent. Include client name and date.
White background with navy text. Manrope for body content. Use brand color accents for charts, graphs, and callouts.
Use the brand palette for all charts and graphs. Navy for primary data, green for positive trends, gold for highlights, mint for secondary data.
Include “Confidential” label, page number, and small square icon on every slide. Keep footer subtle in mid-gray.
Download official logo files for use across digital and print applications. SVG format for maximum quality at any size.
Includes SVG, PNG, JPG, and Illustrator source file.
Branded virtual backgrounds for video calls. Right-click and save, or click to download.
Top Down CPM is a Planful-dedicated consulting firm providing expert guidance to help organizations build their financial planning platforms the right way — from day one. Dedicated FP&A partners who turn your Planful investment into long-term value.
Turn Planful investments into long-term value through expert implementation and continuous optimization.
Finance-first. Authoritative yet approachable. CFOs, controllers, and FP&A leaders who’ve lived your challenges.
Purpose-built for Planful. Every Implementation Sprint and quarterly Value Sprint leads to measurable results.
Thank you for reviewing the Top Down CPM Brand Guidelines. Consistent application of these standards across all communications strengthens our brand identity and builds trust with our clients and partners.
For questions about brand usage, access to logo files and templates, or guidance on specific applications, please reach out to the Top Down CPM marketing team.
Social Guidelines
Maintain brand consistency across all social media platforms. Use these specifications for profile images, cover photos, and post templates.
Profile Image
Use the square icon logo (light background version) for all social media profile images. Ensure adequate padding around the mark.
Cover Photo
Use navy deep background with the horizontal wordmark centered. Include a subtle tagline or value proposition below the logo.
Post Templates
Social posts should use the brand color palette consistently. Navy backgrounds for thought leadership, white for data/insights, gold accents for CTAs.
Content Guidelines
Lead with value — share FP&A insights, Planful tips, and financial planning best practices. Use Libre Caslon Condensed for headlines in graphics. Include the logo on all branded visuals.