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VetsWhoCode Brand Style Guide

June 1, 2016

Retool, Retrain, Relaunch

#VetsWhoCode is a streamlined, highly selective software development training program intent on transitioning military veterans into the vacancies of the tech sector.

#VetsWhoCode was founded by vets who themselves faced the realities of transitioning. We don't focus our energy on marketing ploys or on how many people we can funnel through a pipeline. Instead, we choose quality over quantity and tangible results over lofty ideals.

We are solution-based and action-oriented. If our students can't make money with it then we don't bother teaching it.

Results Driven

We focus on the skills you need for the software industry.

100% Online

Our workflow ensures that you can learn from anywhere.

Learn Pragmatically

Learn to think and solve problems like a programmer.

Prepared for the Industry

Our focus is getting you employment ready.

Our Logo

The #VetsWhoCode logo is designed to bring together the hashtag and the American flag. It is the emblem that represents everything that we stand for. Use it with intention and purpose.

The Flag Emblem

The Flag emblem is our brand's shorthand for everything we stand for: America, technology, and moving forward.

You can use the emblem without the logotype on promotional materials and merchandise. However, the logotype must be present in a non-dominant position.

Logo Misuses

Do not manipulate, tweak, or otherwise alter the #VetsWhoCode logo in any way. Always use the approved Pantone CMYK or RGB values.

Colors

The #VetsWhoCode color palette is based on the exact Pantones used for the American Flag. Make sure to use the approved Pantone CMYK or RGB color values.

Primary Colors

Color Hex RGB Pantone Role
Navy Blue #091f40 R: 9, G: 31, B: 64 282 C Primary brand color
Red #c5203e R: 197, G: 32, B: 62 193 C Primary accent, CTAs
Cream White #EEEDE9 R: 238, G: 237, B: 233 — Backgrounds
Ink Black #1A1823 R: 26, G: 24, B: 35 — Body text
Amber Gold #FDB330 R: 253, G: 179, B: 48 — Highlights, success states

Navy Blue Scale

Extended tints and shades for UI depth and hierarchy.

Color Hex Role
Sky Blue #B9D6F2 Light backgrounds, info boxes
Ocean Blue #006DAA Links, interactive elements
Royal Blue #0353A4 Secondary buttons
Deep Navy #003559 Dark accents, hover states
Midnight #061A40 Alternative to primary navy

Red Scale

Extended red tones for states and emphasis.

Color Hex Role
Signal Red #C52233 Near primary, alternative
Crimson #A51C30 Hover/pressed states
Dark Red #74121D Error borders, deep accents
Maroon #580C1F Darkest gradients

Gold Scale

Extended gold tones for highlights and success states.

Color Hex Role
Light Gold #FFE169 Highlight backgrounds
Bright Gold #FAD643 Badges, success indicators
Rich Gold #DBB42C Hover state for gold
Deep Gold #C9A227 Darker gold accents

UI Grays

Neutral scale for borders, secondary text, and UI structure.

Color Hex Role
Off White #F8F9FA Light cards, subtle backgrounds
Silver #DEE2E6 Borders, dividers
Slate #6C757D Secondary text, captions
Charcoal #495057 Muted labels
Dark Gray #343A40 Softer large text blocks

Dark Mode — Backgrounds

Surface hierarchy for dark interfaces.

Color Hex Role
Obsidian #0B1215 Code and terminal surfaces
Ink Black #1A1823 Primary dark background
Charcoal #212529 Elevated surfaces (cards, modals)
Dark Gray #343A40 Tertiary surfaces, hover states

Dark Mode — Text

Typography colors optimized for dark backgrounds.

Color Hex Role
Off White #F8F9FA Primary text
Silver #DEE2E6 Secondary text, captions
Slate #6C757D Disabled/muted text

Dark Mode — Accents

Adjusted brand colors for visibility and reduced eye strain on dark.

Color Hex Role
Light Blue #84C1FF Links, interactive elements
Sky Blue #B9D6F2 Hover state for links
Coral #F38375 Errors, destructive actions
Light Gold #FFE169 Success, highlights
Bright Gold #FAD643 Badges, notifications

Color Usage Guidelines

Primary colors (Navy, Red, Cream, Black, Gold) should dominate all brand materials. Extended scales are for UI states, gradients, and functional indicators. Maintain a 60/30/10 ratio: 60% neutrals (Cream, Grays), 30% primary (Navy), 10% accent (Red, Gold).

Accessibility: Ensure text maintains minimum 4.5:1 contrast ratio. Navy on Cream and Ink Black on Cream both pass WCAG AA. Red text should only be used on light backgrounds.

Dark Mode: Swap Navy (#091f40) for Ink Black (#1A1823) as background. Replace Navy interactive elements with Light Blue (#84C1FF). Shift Red to Coral (#F38375) for reduced eye strain. Gold lightens to #FFE169 for better pop. Off White (#F8F9FA) replaces Cream for primary text — pure white (#FFFFFF) is too harsh.

Typography

#VetsWhoCode uses the typeface Gotham for all of its collateral.

Gotham represents the best of both worlds: modern and traditional values. It is a strong and clean typeface that reflects the modernism of technology but still demonstrates the integrity of tradition.

Headlines

Use Gotham Bold for headlines.

Body Copy

Use Gotham Book for body copy.

Captions

Use Gotham Book Italic for captions.

Example

Retool. Retrain. Relaunch.

Our vision is to close the digital talent gap and ease career transition for military veterans through software development training.

Visit us online at vetswhocode.io