Logo
1.1 Logo Variations
1.2 Logo Application
Logo Variations
Primary
The full icon-mark and word-mark is the primary logo that should always be used (unless the secondary logo is a better choice due to space and legibility issues).
Secondary
The secondary logo should be used sparingly and only in cases where the full logo is too small and illegible.
Tertiary
The tertiary logo should only be used for social platforms.
Written
Column Five
C5
Logo Applications
On Background
The Primary Logo can only be used on a white background. If you use the logo on any other background color, use the white version.
Over an Image
When placing the logo over an image, the logo must be completely legible. Please maintain an appropriate amount of negative space around the logo as demonstrated.
Minimum Space
There should be sufficient space between the logo and other graphics or the edge of the page/screen. Use the height of the C as a guide for minimum clear-space.
Colors
2.1 Color Palette
Color Palette
Primary - Red
Primary - Blurple
Primary - Almost Black
Primary - White
Secondary - Light Red
Secondary - Light Blurple
Secondary - Grey
Secondary - Light Gray
Color Application
Typography
Column Five’s primary typeface is Hurme Geometric Sans 3. Best reserved for headlines and in title case.
Our secondary and supporting typeface is Freight Text Pro. Best used for all body copy and sub-copy.
3.1 Type Styles
3.2 Type Application
Type Styles
Primary Typface
Hurme Geometric Sans 3
Typeface Weights
Bold
SemiBold
ABCDEFGHIJKL
MNOPQRSTUV
WXYZabcdefgh
ijklmnopqrstuv
wxyz
Secondary Typface
Freight
Text Pro
Typeface Weights
Bold
Medium
Book
ABCDEFGHIJKLM
NOPQRSTUVWXY
Zabcdefghijklmnop
qrstuvwxyz
Type Application
Here are different use-cases for how Column Five’s typography should be applied. This includes kerning, leading, and color application.
On background
Numbered list
Numbers in titles
Quote
Images
We call this design system All in It Together. It capitalizes on the modern artform (collage) to represent all the ways we tell stories at C5.
4.1 Image System
Image System
C5 Collage
The C5 image system is intended to develop visuals that support content for the C5 brand. The goal of these
illustrations are to give C5 a more editorial quality illustration that goes beyond just a vector illustration.
Anatomy
This image system is composed of layers using texture, photos, scribbles, and digital illustrations. All illustrations should be driven by a concept unless it is a background element.
Image Application
Large
Intended for hero illustrations and can include but not limited to more complex and details.
Medium
Intended to be a spot illustration meant to be a simplified version of more involved illustrations.
Iconography
Our iconography is intended to be used when supporting visuals are needed at a small size.
Column Five Media © 2022
Back to top
Brand Messaging
Brand Heart
We believe businesses can shape our world for the better, and they can do it with strong communities of people behind them. By using the power of story—the last remaining competitive advantage—we help brands meet their lifelong customers, build meaningful relationships, and make good choices for people, profit, and our planet.
This work starts within our own company, where we’ve gathered a talented group of humans who share the values we hold deeply:
Be Curious. Lead with questions, listen intently, and learn and teach passionately.
Do Good Work. Create things that get results, make you proud, and make someone else’s day.
Embrace Diversity. Explore unique perspectives that make our ideas and our work better.
Act Courageously. Think, speak, and act with conviction and common sense.
Be Good to Each Other. Keep your head up, encourage one another, and enjoy yourself.
By creating a company where people feel loved, respected, and challenged, we make Column Five a place of belonging and a source of fulfillment.
Brand Personality
Purposeful. We’re mindful, intentional, and passionate about creating work that matters.
Empathetic. We love to solve problems and make people’s lives easier.
Optimistic. On good days and bad, we focus on ways to do good in the world.
Persistent. We put in hard work, stay focused, and keep a strong backbone because we know the payoff is worth it.
Playful. We love an inside joke, a creative celebration, and the little things that remind us we’re humans, not bots...yet.
Voice & Tone
Simple and Self-Assured. We speak with quiet confidence because we believe in what we’re saying. No beating around the bush, trying to dazzle or distract, or drowning you in jargon. Just succinct and straightforward so we don’t waste your time.
😞 “You might want to possibly consider approaching your content strategy first if you’re working within a siloed marketing operation where miscommunications are common among multiple stakeholders.”
😃 “Start with your content strategy. This provides the foundation you need to keep your team on the same page.”
Down to Earth. We don’t talk over you or down to you; we talk to you like a human. No matter your level, we meet you where you’re at and guide you where you need to go.
🤮 “In today’s segmented marketplace, it is imperative for marketers to pursue communication methods that generate a favorable ROI for a business.”
😃 “Getting people’s attention is tough. Content marketing is the best tool to help you start conversations and convert people into lifelong customers.”
Constructive and Kind. Words hold weight, so we’re intentional about what we say—and only join the conversation if we can add value to it.
🤨 “Don’t be dumb and inefficient when it comes to content production because you don’t know WTF you’re doing.”
😃 “Pro tip: Build approvals into your timeline! This will help you spot roadblocks, flag challenges, and identify solutions before you dive into production.”
Audience's Emotional Triggers
Trust. They can rely on us as experts with a proven track record.
Confusion. They need clarity and alignment; we provide strategic thinking that solves their problems.
Excitement. They feel inspired and eager to collaborate with us based on our skill and culture.
Overwhelm. When they’re stuck or intimidated due to a lack of plan, team, knowledge, or resources, we provide the expertise, experience, and support they need.
Brand Story
Founded in 2009, Column Five is a marketing agency that specializes in strategic content marketing for growth-stage SaaS companies. We help ambitious teams scale their marketing on the road to IPO and beyond. We believe businesses can shape our world for the better with strong communities of people behind them. By using the power of story—the last remaining competitive advantage—we help brands meet their lifelong customers, build deep relationships, and make good choices for people, profit, and our planet.
Brand Story (One-Liner)
Column Five specializes in strategic content marketing for growth-stage SaaS companies. We help ambitious teams scale their marketing on the road to IPO and beyond.
Our Name
We chose the name Column Five in homage to the concept of the Fifth Column (“a group of people who undermine a larger group from within, usually in favor of an enemy group or nation”). If we were going to join the advertising industry, we would do things our own way—work on things we cared about, with people we cared about, and with clients who aligned with our values—to hopefully serve as a good model for how to do things differently.
Brand Messaging Matrix
See link to primary messaging doc