Overview

Seeley Family Law Practice’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.

Seeley Family Law Practice’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.

This style guide is the visual translation of Seeley Family Law Practice's mission, vision and values. It is the framework that specifies how to communicate the Seeley Family Law Practice brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.

Brand Story

Hello world, allow us to introduce ourselves. We are Seeley Family Law Practice, and here’s what we do.

Our Mission


Seeley Family Law Practice is dedicated to the practice of family law and serves clients living in and around San Francisco, Burlingame, San Mateo, Belmont, San Carlos, Redwood City, Menlo Park, Atherton, Palo Alto, and Los Altos. Our office is located at 155 Bovet Avenue in San Mateo.

Our Vision


Our firm serves a wide variety of people, including CEO’s, engineers, scientists, homemakers, doctors, lawyers, business owners, and salaried employees. Whether your needs include a simple division of assets and debts or involves more complex issues, such as a business valuation, analysis of stock options and RSU’s, or a high-conflict custody case, we develop strategies to meet your goals and work tirelessly to achieve them, using a team-based approach.

Our Values


Our firm is committed to high ethical standards of practice and maintaining respect and collegiality with our clients, opposing counsel, judges and court personnel.

Color Palette

Seeley Family Law Practice’s official palette is comprised of a variety of primary and secondary swatches, each functioning as an essential component to our brand’s web presence and print design materials.

Primary Swatch 1


Rose Red

RGB
194 / 77 / 62

HEX
c24d3e

CMYK
0 / 60 / 68 / 24

PANTONE
7619 C

Swatch usage:
Primary accent color used for links and link/button hovers.

Primary Swatch 2


Jet Black

RGB
49 / 47 / 46

HEX
312f2e

CMYK
0 / 4 / 6 / 81

PANTONE
440 C

Swatch usage:
Primary color used for headers, navigation items, buttons, and where emphasized text is necessary.

Primary Swatch 3


Warm Gray

RGB
99 / 95 / 93

HEX
635f5d

CMYK
0 / 4 / 6 / 61

PANTONE
405 C

Swatch usage:
Primary color used for body copy and buttons on top of background images.

Primary Swatch 4


Smokey Taupe

RGB
191 / 186 / 174

HEX
bfbaae

CMYK
0 / 3 / 9 / 25

PANTONE
Warm Gray 3 C

Swatch usage:
Primary color used for site footer, borders and decorative elements.

Secondary Swatches


Pure White

RGB
255 / 255 / 255

HEX
ffffff

CMYK
0 / 0 / 0 / 0

Snow White

RGB
249 / 249 / 249

HEX
f9f9f9

CMYK
0 / 0 / 0 / 2

Typography

Typography -- the visual art of creating written words -- is an essential building block of Seeley Family Law Practice’s brand identity. Seeley Family Law Practice utilizes the following defined typefaces for all content displayed on our website at http://www.seeleyfamilylaw.com/.

Primary Typeface: Chronicle Display


Sophisticated and established, Chronicle Display commands attention with distinction and class. Contrast in letter widths combined with elegant terminals invokes distinction from other serif typefaces. It's letterforms display beautifully in both standard and italic styles. It also reads well at smaller sizes.

H1 heading

H2 heading

H3 heading

H4 heading

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Chronicle Display is to be used for all headers and larger text, and should be displayed in italics whenever possible.

View Chronicle Display at Hoefler & Co.

Secondary Typeface: Whitney


A versatile sans serif, Whitney reads phenomenally at any size. It's high legibility paired with robust curvature lend to text that is nurturing and clear. The font shows immaculate attention to detail and possesses a grounding, integrous quality.

H1 heading

H2 heading

H3 heading

H4 heading

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Whitney is used for all body copy instances and smaller text.

View Whitney at Hoefler & Co.

Imagery

Seeley Family Law Practice’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate Seeley Family Law Practice’s values associated with our brand.

Voice

Seeley Family Law Practice’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our Seeley Family Law Practice brand.

Words we like:


Solving difficult matters, integrity, compassion, respect, trust, collegiality, positive, certified, experienced, full service family law firm, legal representation, meditation, assistance, resources, client-focused, trial ready

Words we don't like:


Unfocused, not helpful, troubling, unethical, inexperienced, additional complexity