The Exponential Advisory brand, on one page.
The mark, colour, type, sound and voice behind our site and our film. Every value below is the one in production on 8 October 2026.
Mark
Exponential / Advisory- E
- Four bars on a 64-unit grid, 5 units thick, Ink 50
- A
- A 4-unit Lime stroke with round caps and joins
- App icon
- 61-unit square, 13-unit corner radius, Stage fill, Lime border at 28% opacity
- Wordmark
- Inter 600 on the site, 700 in films. “Exponential” in Ink 50, “/ Advisory” in Ink 400
Colour
A near-black stage, a neutral ink scale for text and one Lime element in each view. Ratios are contrast against Stage.
Lime
#B8FF3A · accent · 16.6:1
The dot, the A of the mark, the primary button
Lime soft
#E9FFBB · accent-soft · 18.6:1
Primary button on hover
Peach
#F5A97F · ember · 10.4:1
The press ring in the film
- Stage#07080B#07080BPage and film background
- Ink 900#0B0D11#0B0D11Raised bands, screens
- Ink 800#12151B#12151BThe highlighted price tier
- Ink 700#1B1F27#1B1F27Message bubbles
- Ink 600#2A2F3A#2A2F3AScrollbars
- Ink 400#6B7280 · 4.1:1#6B7280“/ Advisory” in the wordmark; text 24 px and up
- Ink 300#9CA3AF · 7.9:1#9CA3AFSecondary text, captions
- Ink 200#D1D5DB · 13.6:1#D1D5DBBody text
- Ink 100#E5E7EB · 16.2:1#E5E7EBDefault text
- Ink 50#F3F4F6 · 18.2:1#F3F4F6Headings, the E of the mark
Type
Aa
Inter
Headings and text. Weights 400, 500, 600. Stylistic set 1 and cv11 on.
$5K
IBM Plex Mono
Prices, figures, dates and file names. Weights 400, 500, 600. Tabular figures.
Display
Inter 500 · 40 to 76 px · line 1.0 · -0.04 em
Qualified meetings
Title
Inter 500 · 32 to 52 px · line 1.04 · -0.035 em
Results of past engagements
Subtitle
Inter 600 · 22 px · line 1.25 · -0.02 em
Supply-Side Activation
Lede
Inter 400 · 19 px · line 1.55
Two services that put your name in front of buyers.
Body
Inter 400 · 15 to 16 px · line 1.6
Sequences in your voice. Replies triaged and handed to you.
Figure
IBM Plex Mono 500 · 36 to 48 px · tabular
$5K 75% £103,100
Label
IBM Plex Mono 400 · 11 to 12 px
7 Oct 2026 · perplexity/sonar
In films the headline runs at Inter 700, 104 px in 16:9 and 100 px in 9:16, line height 1.08. On-screen lines run at 62 px and 66 px, labels in Plex Mono 500 at 20 to 32 px.
The lime dot
Qualified meetings on your calendar.
The full stop of the film headline. It opens the first frame, becomes the hiring signal at 2.1 s, returns from the 75% bar at 18.6 s and closes the last frame. On this site it ends the first headline of the home, films and brand pages, and the last headline of the home page.
- Size
- 0.22 em across, set 0.09 em after the last letter
- Colour
- Lime #B8FF3A, the only Lime on its line
- Pulse
- 88% to 112% scale, 2.07 s per cycle, ten cycles per 20.7 s loop
- Still
- When a viewer’s system asks for less animation, the dot holds at full size
Sound
Three rising notes, synthesised in code. The motif plays under the first and the last frame of every film, with the dot.
- Notes
- A5, E6, A6
- Spacing
- 0.12 s apart
- Voice
- Sine, 0.5 s each, 0.16 s decay
- In the film
- At 0.26 s and 18.62 s
Voice
Plain and direct, from the buyer's chair. Each line below is from this site.
Lead with the number, and date it.
71% of Monad LST TVL (DefiLlama, Oct 2026)
Say one thing per sentence.
The founder is the bottleneck for sales and community.
Use the words the buyer uses.
The pipeline lives in Telegram chats with no owner.
Name what the buyer gets.
Pipeline, built for you.
Write as “we”.
We took FastLane from 10% to 75% market share.
Label figures a company reports about itself.
$8.9M raised. Company-reported.
Keep one figure for one fact, everywhere.
8 to 120+ validators integrated
Pause with commas, colons and full stops. Ranges take a hyphen.
+ $750-1,000 per qualified meeting
Usage
Product films are included in the Scale and Embed tiers.
See the film