Brand Kit
Everything you need to mention, link to, or feature Freedom Isn't Free. Press, partners, and anyone embedding our tools are welcome to use these assets under the terms below.
Logos
Our logo is a phoenix rising over a shield of growing coin stacks - financial rebirth and long-term wealth, in one mark. Use the rounded-circle version for social avatars and profile pictures. Use the square version where the full silhouette matters (press, presentations, partner pages).
Clearspace and sizing
- Keep at least the width of the phoenix's body as clear space around the mark.
- Minimum size: 32px square for digital, 12mm square for print.
- Never stretch, recolour, add drop shadows, or place the mark on a busy photographic background. If contrast is a problem, use the circular version on a white disc.
- Do not crop the phoenix out of the shield. The two read as one mark.
Colour palette
Our palette pairs the deep navy of long-term thinking with the warm gold of capital compounding. Blue is the primary accent across links, buttons, and the navy of the footer. Amber is reserved for highlights, the Buy Me a Coffee CTA, and affiliate book chips.
Navy
#1e3a8a
Primary blue
#2563eb
Amber
#fbbf24
Emerald
#047857
Ink
#111827
Body grey
#374151
Off-white
#f8fafc
White
#ffffff
Typography
Freedom Isn't Free uses the operating system's native sans-serif stack. No webfonts are loaded, which keeps the site fast and accessible on slow connections. If you are recreating our look in a deck or document, choose any clean humanist sans-serif - Inter, SF Pro, Segoe UI, and Roboto all render close to what the site uses in practice.
font-family: ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", Arial, sans-serif
Heading - bold 700
Subheading - semibold 600
Body text - regular 400. The quick brown fox jumps over the lazy dog. 0123456789.
Type scale
- H1 page title: 2.25rem (36px), bold, ink (#111827)
- H2 section: 1.5rem (24px), bold, with a 3px blue left accent
- Body: 1rem (16px), regular, body grey (#374151)
- Lead paragraph: 1.125em, ink, line-height 1.75
Icon and avatar usage
We provide a separate transparent app icon for OS integrations and PWA installs. The favicon is a circular crop of the logo at 96px. Both are bundled in the repo and can be downloaded below.
Do
- Use the circular logo on dark backgrounds (the white border keeps it readable).
- Pair the mark with the wordmark "Freedom Isn't Free" in any clean sans-serif.
- Maintain the apostrophe in "Isn't". Never "Isnt".
Don't
- Don't recolour the phoenix. Navy body, gold wings - that's the mark.
- Don't add taglines under the logo lock-up. The wordmark stands alone.
- Don't use the logo to imply endorsement of a financial product or provider.
Tone of voice
Freedom Isn't Free is a UK personal finance site with an editorial point of view: working people deserve clear, honest information about money, and the system doesn't always give it to them. Our voice reflects that.
How we sound
- Plain English. If a sentence needs a glossary, rewrite it. We assume our reader is smart, time-poor, and allergic to jargon.
- Evidence-led. Numbers, sources, and links to primary data (HMRC, gov.uk, FCA) beat opinions. When we share a view, we say it's a view.
- Worker-protective. When we cover tax, pensions, or housing, we side with the person trying to build wealth from a salary, not the institution selling them something.
- Calm, not breathless. No "shocking", no "you won't believe", no countdown timers. The market will do enough panicking on its own.
- Useful before clever. A boring sentence that answers the question is better than a witty one that doesn't.
How we don't sound
- No em dashes or en dashes. Hyphens or shorter sentences only.
- No financial advice. We are not regulated by the FCA. Education only.
- No hype around individual stocks, crypto coins, or "guaranteed" returns.
- No corporate filler: "navigate", "leverage", "delve into", "in today's world".
House style at a glance
- Numbers: Use commas for thousands (£25,000), not spaces.
- Currency: £ before the figure, no space (£1,500).
- Tax years: 2025/26, not 2025-26 or 2025 to 2026.
- Acronyms: Spell out on first use (Individual Savings Account (ISA)), then abbreviate.
- Names: Freedom Isn't Free on first mention. "the site" or "we" afterwards. Avoid "FINF" in body copy.
Usage terms
You can use our logo, name, and screenshots to link to or write about Freedom Isn't Free without asking. Please do not modify the mark, imply we endorse a product, or use the name in a way that could mislead readers about what we do.
For press enquiries, partnerships, or anything that doesn't fit the above, get in touch via our contact page or see partnerships.
Missing an asset?
If you need the logo in a format we haven't published here (SVG, EPS, monochrome, etc.), drop us a line and we'll send it over.