Brand Guide
Visual Identity & Design System
Breen Consulting is a professional services firm delivering strategy, technology, and creative solutions. Our visual identity conveys quiet authority, precision, and modern sophistication — inspired by the clarity of leading management consultancies with a digital-native edge.
The brand system is built on two typefaces (Mercury Display and Gotham HTF), a navy-dominant palette with blue accents, and a distinctive vertical rule (VR) motif that runs through every touchpoint — from the logo lockup to pull quotes, KPI cards, navigation states, and document templates.
Authority without rigidity. Mercury Display serif headings anchor every page with editorial gravitas, while Gotham HTF's clean geometry keeps the tone modern and approachable.
Restraint over decoration. The palette is intentionally narrow — navy, white, and a single blue accent — so the work speaks louder than the branding. Sub-brand accents add colour without clutter.
Consistency across media. Every element — colours, typography, logos, spacing — has both a web token and a print equivalent, ensuring the brand looks identical whether rendered in CSS, Word, PowerPoint, or Excel.
This brand guide is organised into four topic areas. Each section is a self-contained reference that covers both web and print applications.
Colour tokens, typography system, spacing scale, and font declarations. The raw materials of the brand.
Stacked, horizontal, compact, and collapsed lockups. Icon and favicon system. Sub-brand variants and the SVG→PNG pipeline.
Navigation, hero sections, buttons, cards, grids, testimonials, approach steps, CTAs, and footer — with live examples.
Print vs web comparison, responsive behaviour, and how the brand translates across Word, PPTX, XLSX, and web.
Breen Consulting operates through seven practice areas, each identified by a unique accent colour. The parent brand uses --sb-consulting: #60A5FA (blue-light). Sub-brands share the navy foundation and typography — only the accent colour changes.
Sub-brand accents are used on the VR bar, forward slash, and "/ SERVICE" text in logo lockups. The "Breen" wordmark and "B" glyph always remain white. See Logo System for full specifications.