Brand Guidelines - Carriagetown Data Solutions

Brand Overview

Carriagetown Data Solutions (DBA) Lina L. Faller, PhD

Professional, serene biotech consulting brand focused on data democratization and removing bottlenecks for biotech companies. The Carriagetown name reflects heritage and reliability, paired with a wagon wheel logo symbolizing movement, progress, and interconnected data solutions.

Color Palette

Primary Colors

Soft Teal (Primary)

• Hex: #2C7A7B
• RGB: 44, 122, 123
• Usage: Headers, footer, links, primary buttons, brand accent
• Meaning: Trust, clarity, data flow, scientific precision

Deep Teal (Primary Dark)

• Hex: #1E5455
• RGB: 30, 84, 85
• Usage: Hover states, darker variations, emphasis

Light Teal (Secondary)

• Hex: #81E6D9
• RGB: 129, 230, 217
• Usage: Accents, highlights, secondary elements

Neutral Colors

Charcoal (Text)

• Hex: #2D3748
• RGB: 45, 55, 72
• Usage: Primary body text, headings

Slate Gray (Secondary Text)

• Hex: #4A5568
• RGB: 74, 85, 104
• Usage: Secondary text, metadata, subtle elements

Pure White

• Hex: #FFFFFF
• RGB: 255, 255, 255
• Usage: Backgrounds, text on dark backgrounds

Off-White (Background)

• Hex: #F7FAFC
• RGB: 247, 250, 252
• Usage: Subtle backgrounds, cards, content areas

Typography

Heading Font

Playfair Display (Serif)

• Usage: All headings (H1-H6), titles
• Style: Elegant, professional, authoritative
• Fallback: System serif fonts

Body Font

Helvetica / Arial (Sans-serif)

• Usage: Body text, navigation, buttons, forms
• Style: Clean, readable, modern
• Fallback: System sans-serif fonts

Font Sizes

• Base: 16px
• Line Height: 1.2 (mobile), 1.3 (desktop)

Logo

Carriagetown Data Solutions Logo:

• Design: Wagon wheel with 8 spokes and decorative circles at spoke ends
• Color: Soft Teal (#2C7A7B)
• Symbolism: Movement, progress, interconnected solutions, heritage

Desktop Logo:

• Full logo with wagon wheel, “CARRIAGETOWN” text, and “DATA SOLUTIONS” subtitle
• Dimensions: 250px width x 60px height
• File: assets/images/carriagetown-logo.svg

Mobile Logo:

• Wagon wheel icon only (no text)
• Dimensions: 40px x 40px
• File: assets/images/carriagetown-logo-mobile.svg

Favicon:

• Rounded square with “L” in center
• Background: Soft Teal (#2C7A7B)
• Text: White (#FFFFFF)
• Border Radius: 4px
• Note: Will be updated to wagon wheel icon in future

Design Principles

1. Serene & Professional: Calming teal palette conveys trust and scientific expertise
2. Data-Focused: Colors evoke clarity, flow, and precision
3. Minimal & Clean: Emphasis on content and readability
4. Scientific Yet Approachable: Balances technical expertise with accessibility

Link Styling

• Default: Soft Teal (#2C7A7B), no underline
• Hover: Lighter teal, underlined
• Visited: Same as default (consistent experience)

Footer

• Background: Soft Teal (#2C7A7B)
• Text: White (#FFFFFF)
• Sub-footer Background: Deep Teal (#1E5455)

Usage Guidelines

Do’s

• Use soft teal as the primary brand color across all materials
• Pair Playfair Display headings with Helvetica body text
• Maintain ample white space for clarity
• Use the off-white background for content sections

Don’ts

• Don’t use bright or neon colors that clash with the serene palette
• Don’t mix serif fonts in body text
• Don’t use the old red color scheme (#E5261F)
• Don’t crowd layouts - maintain breathing room

Color Accessibility

All color combinations meet WCAG AA accessibility standards:

• Soft Teal (#2C7A7B) on White (#FFFFFF): ✓ Passes
• Charcoal (#2D3748) on White (#FFFFFF): ✓ Passes
• White (#FFFFFF) on Soft Teal (#2C7A7B): ✓ Passes

File Locations

• Color definitions: /assets/css/style.scss
• Logo files: /assets/images/carriagetown-logo.svg, /assets/images/carriagetown-logo-mobile.svg
• Favicon: /images/favicon-32x32.svg, /favicon.ico
• Social icons: /images/social/

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Last Updated: October 2025