01 — Who We Are
Pilot is accurate, human, and true. We handle bookkeeping, tax, and CFO services for startups and growing businesses. Our brand lives at the intersection of brilliant software and trusted human advisors.
Pilot gives you all the financial resources to manage your business in one place.
Our voice: Frank · Accurate · Plainspoken · Approachable · Commanding
02 — Logo Assets
03 — Color Palette
Primary Purple Scale
#281350#5931DC#825BEB#DECEFF#F6F3FFAccent Colors
#FCF3D6#FBEDFF#E7F9FF#FFD967#F891FF#8EECFFNote: "+" variants are for small accents only — labels, tags, callouts — never as large background fills.
04 — Typography
Poppins — Primary Font
Headlines, subtitles, body copy. Geometric, warm, friendly. Google Fonts →
Space Mono — Secondary Font
CTA buttons, labels, eyebrows, and small caps only. Conveys precision and tech. Google Fonts →
La Belle Aurore — Accent Font
Adds warmth and human touch. Use sparingly — never more than 4 words at a time. Google Fonts →
✅ Do
- Left-align text
- Use sentence case
- Use em dashes "—" not hyphens
- Capitalize job titles
❌ Don't
- Center text
- Use ALL CAPS for body copy
- Use financial jargon
- Combine more than two fonts in one layout
05 — Shapes & Corners
| Element | Corner Radius | Notes |
|---|---|---|
| CTA buttons | 999px (full pill) | Always pill-shaped |
| Name / data boxes | 30–40px | Subtle roundness |
| Cards (standard) | 8px | Light rounding for data cards |
| Cards (featured) | 16px | Hero cards, primary content areas |
| Chat bubbles | iPhone-style | Mimic native iOS message bubbles |
06 — Voice & Messaging
Our Three Brand Pillars
Access is opportunity
Financial clarity opens doors for business owners. Pilot makes financial resources accessible.
Trusted advisors and brilliant tech
Pilot is 50% people, 50% software. Customers love the combination of real human experts with intelligent tools.
Clarity to build
Confidence in every financial decision. We give business owners the clarity they need to act.
✅ On-brand copy
Pilot handles your books so you can focus on growth.
When you're guessing about cash, you can't see what's next.
❌ Off-brand copy
Leveraging best-in-class synergies to empower your financial ecosystem
Unlock the power of next-generation accounting solutions
07 — Co-Branding Guidelines
| Rule | Guidance |
|---|---|
| Logo placement | Use Pilot logo on white or light purple backgrounds only |
| Color hierarchy | Pilot purple should be the dominant brand color |
| Typography | Use Poppins for co-branded headlines, Space Mono for labels only |
| Drop shadows | Purple-toned shadows only — never black. Blur 50–100, opacity 10–20% |
| Approval | All co-branded creative must be reviewed by Pilot marketing before publishing |
08 — What to Avoid
❌ Quick Checklist
- Centered text anywhere in the layout
- ALL CAPS body copy
- Sharp-edged buttons (always use pill shape)
- Neon or high-contrast gradients
- Using La Belle Aurore for more than 4 words
- Using Space Mono for body copy
- Using "+" accent colors as large background fills
- Financial jargon or corporate buzzwords
Assets & Approvals
Need Pilot logos, fonts, Figma components, or co-branded templates? Reach out to your Pilot partner contact to request access to the partner brand kit. All co-branded materials require Pilot marketing approval before publishing.