Secure Business Finance · Introduction
01 / 08
Introduction
We help ambitious businesses access the funding they need to grow, scale and operate with confidence.
We envision a future where access to business finance is faster, clearer and built for the needs of modern businesses.
This document is how the brand behaves everywhere the team is not — a proposal, a term sheet, an email at seven in the morning. It is prescriptive where precision matters and quiet everywhere else.
If something written here stops being true of the service, the document is wrong. Change it.
Secure Business Finance · Logo
02 / 08
Logo
Horizontal lockup
The default. Mark and name locked together for headers, documents and any first introduction. Never rebuilt by hand.
1x = half the logo heightKeep clear space equal to half the mark’s height on every side. Nothing enters this zone.Stacked lockup
For square and vertical spaces where the horizontal lockup would have to shrink below legibility — social avatars, signage, document covers.
1x = half the logo heightKeep clear space equal to half the mark’s height on every side. Nothing enters this zone.Logomark
The mark alone. Reserved for places the lockup cannot survive: app icons, favicons, embroidery, stamped surfaces.
1x = half the logo heightKeep clear space equal to half the mark’s height on every side. Nothing enters this zone.Misuse
Every example below is wrong. The lockup is supplied as artwork for a reason — if a placement needs something not shown in this section, ask rather than adapt.
Do not stretch
Scale proportionally. Hold shift, or set width and height together.
Do not rotate
The lockup sits horizontal. Angled placements use the mark, never the lockup.
Do not recolour
Only the four supplied colourways are approved. Never sample a colour from a photograph.
Do not add effects
No shadow, glow, bevel or outline. If the logo will not hold, the background is wrong.
Do not place on a busy ground
Use a plain area of the image, or lay the lockup on a solid panel.
Do not respace the lockup
The gap between mark and name is fixed. Never rebuild it by hand.
Do not enclose it
The lockup is not a badge. Do not sit it inside a pill, circle or box.
Do not use below minimum size
Below 24mm in print or 120px on screen, use the mark alone.
Secure Business Finance · Color
03 / 08
Color
Color
One signal colour, held back until it counts. Everything else is ink, paper and the greys between them.
Primary
Secondary
Grayscale
Secure Business Finance · Typography
04 / 08
Typography
Typography
Helixa
Helixa, set tight, for headlines and statements. Licensed to Secure Business Finance and self-hosted — it is not to be substituted.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?
Helixa
The same family at text sizes. One typeface across the system means hierarchy comes from size and weight alone.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?
Type scale
Display
80px · -0.03em
Funding to grow, scale and operate with confidence.
Headline
64px · -0.025em
Funding to grow, scale and operate with confidence.
Section
52px · -0.03em
Funding to grow, scale and operate with confidence.
Title
32px · -0.02em
Funding to grow, scale and operate with confidence.
Subtitle
24px · -0.01em
Funding to grow, scale and operate with confidence.
Body
17px · 0em
Funding to grow, scale and operate with confidence.
Small
14px · 0.01em
Funding to grow, scale and operate with confidence.
- Tracking tightens as size grows. Above 32px, never leave it at zero.
- Labels and figures set in Small, uppercase, at 0.08em.
- One weight change per hierarchy step, never two.
Secure Business Finance · Voice and tone
05 / 08
Voice and tone
Voice and tone
Confident and plain. The brand speaks to ambitious businesses about access, speed and clarity — never about limitless potential.
Faster, clearer, and built for how businesses actually operate.
Lead with access
The proposition is getting to funding, not the funding itself. Every line should shorten the distance between a business and a decision.
Not every application is approved.
Say the inconvenient part
Volunteer the limit before it is discovered. Finance buyers are used to being sold to, and candour is the fastest way past that.
Secured against the asset, not the person.
Name the mechanism
Describe how the funding works rather than how it feels. Confidence comes from understanding the structure.
Ambitious does not mean reckless.
Match the ambition, not the hype
The audience is ambitious businesses. Meet that with substance — growth, scale, operation — never with superlatives about potential.
Do / Don’t
- Campaign line
- DoFunding to grow, scale and operate with confidence.
- Don’tUnlocking limitless potential for ambitious businesses.
- Product description
- DoAsset finance from £25,000, secured against the equipment.
- Don’tBespoke funding solutions tailored to your unique journey.
- Error message
- DoThat form timed out. Nothing was submitted.
- Don’tOops! Something went wrong.
- Call to action
- DoCheck eligibility
- Don’tDiscover more
Secure Business Finance · Moodboard
06 / 08
Moodboard
Moodboard
Select an image to enlarge. Arrow keys move between them, Escape closes.
Secure Business Finance · Applications
07 / 08
Applications
Applications
The system in the world — rebuilt live from the tokens in this document, not screenshotted. Change a colour or a logo file and every tile below follows.
- Follow
Secure Business Finance
@securebizfinance
Asset, invoice and growth finance for UK businesses.
212 Following1,840 Followers
X profile
Mark in the avatar, one line of what we actually do.
- securebusinessfinance
Funding, without the wait.
Instagram story
Type sits over the image only here, and only at the base.
iPhone home screen
The mark among system apps, where it has to hold at 60px.
- Secure Business Financewww.securebusinessfinance.co.uk
Browser tab
The mark at favicon size.
Grow, scale and operate with confidence.
Asset, invoice and growth finance for UK businesses.
Check eligibilityLanding hero
Lockup reversed out, one accent on the action, nothing else.
Business finance, made clear
Capability deck — securebusinessfinance.co.uk
Deck title slide
Half type, half image. The split never moves.
- New message
To hello@securebusinessfinance.co.uk
Subject Quotation
Placeholder Name
Business Development
hello@securebusinessfinance.co.uk · +44 20 0000 0000
Email signature
Lockup, three lines, one accent rule. Nothing else is approved.
App icon
Mark on Paper, centred, among system icons.
- securebusinessfinance
securebusinessfinance Approved Tuesday. Funds drawn Thursday.
Instagram post
The caption carries the detail. The image never carries type.
Business card
The card, front face.
Business card — alternate colourway
The same card in the second colourway.
T-shirt
Mark applied to garment.
Identification card
Staff ID, mark and name.
Building signage
Exterior application at architectural scale.
Logo presentation
The lockup presented in isolation.
Key ring
The mark at small physical scale.
Coffee mug
Mark on a curved surface.
Letterhead
Correspondence paper.
Tote bag
Mark applied to canvas.
Water bottle
Mark on a cylindrical surface.
Envelope
Mark on correspondence packaging.
Icon signage
The mark alone as a wayfinding sign.
Cap
Mark embroidered on headwear.
Jumper
Mark applied to knitwear.
Secure Business Finance · Assets
08 / 08