AP Impact
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Brand standards

Branding

Colors, type, and logo usage for the AP Impact brand: a quick reference for the team. Need the logo files? See Logos →

Color

Core palette

Cool Black leads, Mimolette Orange drives action, Turquoise Surf signals AI. Use turquoise sparingly so it keeps its meaning.

Primary
Cool Black
#002D62
Action
Mimolette Orange
#EF8818
AI accent
Turquoise Surf
#00B4D8
Neutral
Cream
#F3EEE2
Supporting

Neutrals & shades

Text
Ink (headings)
#12233D
Body
Body text
#3C4A5E
Line
Borders
#E4E8EE
Typography

Type system

Headings: Fraunces (400–700, italic 400–600)
AI + Experience
Next-level AP results.

Use for headlines, section titles, buttons, and stat figures. Sentence case. Italics carry the orange accent phrase within a headline.

Body: Inter (400 / 500)

Most AP recovery audit firms bring people. We bring people and a platform that reviews 100% of your transactions, not a sample. Clear, legible body copy in Inter keeps long-form content easy to read.

Web fallback stack: -apple-system, "Segoe UI", sans-serif. The logo wordmark uses its own custom lettering. Don’t recreate it in Fraunces.

Logo usage

Do & don’t

Do

  • Use the reversed logo on navy/dark, primary on light
  • Keep clear space around the logo (min. the height of the “A”)
  • Reserve the AP.guru shield for the product
  • Use turquoise as an accent for AI features only

Don’t

  • Recolor the logo outside the palette
  • Stretch, skew, or rotate the mark
  • Add shadows, gradients, or outlines
  • Place a busy color logo on a busy background
Get the logo files
Blog voice & tone

How we write the Karl Andersson blog

Keep every post sounding the same: first person, experience-driven, opinionated, and a little informal, like Karl talking to a smart finance peer, not a corporate blog.

Always

  • Open with a hook: a scene, a client story, or a bold number. Never a definition.
  • Write in first person (“I’ve seen…,” “we found…”).
  • Include at least one concrete story or real figure.
  • Take a clear opinion, then land a crisp takeaway.
  • End with the no-cost Proof of Value CTA.

Never

  • Generic, third-person “content-marketing” voice.
  • Dates: the blog is evergreen and cadence is irregular.
  • Real client or people names: always anonymize.
  • Invented numbers: soften if you’re unsure.
  • Walls of text: short paragraphs, real headings.

The recipe

  1. Hook: a scene, a story, or a provocative number.
  2. Story / mechanism: what happened, or how it works, concretely.
  3. Opinion: take a stance; tie it back to “AI + Experience.”
  4. Takeaway: one memorable line.
  5. CTA: “Start a no-cost Proof of Value, since we only get paid a percentage of what we recover.”

Length ~700–1,000 words. “Recovery Files” is our numbered war-story series: a real, anonymized finding told as mystery → reveal → lesson. The full playbook lives in the project handoff docs.