StoryChief Brand Guidelines

A brand id is a person's gut feeling about a product, service or company.
It's what others think about us.

it's how we pick up our phone
the typography we use
it's how we behave
visuals we use
how we talk

StoryChief Team

We are on the mission to help our clients grow their business with content marketing

There is a lot of noise and information out there. The best way to stand out is to create valuable, relevant content that is delivered to the right people at the right time. Quality content drives businesses towards trust and helps them become a thought leader in their niche.


At StoryChief we believe that quality content and sharing valuable knowledge can change the world for the better.

To help shape the product to our values, at StoryChief, we follow these key principles:

Trust and honesty

It can only work when the whole team is working together as a family in a healthy environment. Not a toxic environment.


Respect each other's values, don't put yourself above someone else. Everyone in the team has achieved a lot already.


Hard skills are very important. Constant self-improvement, self-criticism and acquiring new skills is necessary to stay in the loop.

Quality over quantity

Be at your best for each task/project or don't do it at all. Release every project only when it is ready and tested.

Helping each other

Everyone is valuable. It's the whole team that brings the product to the next level. Not a small group within a team, nor an individual.


Hard skills are very important. Constant self-improvement, self-criticism and acquiring new skills is necessary to stay in the loop.


Raw Value Propositions

Each time you create something or talk to someone think about the value propositions and think to yourself if your task/objective/project fits in that framework.

B2B Marketing Agencies

OUR content marketing software

HELPS B2B marketing agencies

WHO WANT TO deliver and execute effective content marketing strategies for their customers

BY streamlining their collaboration, distribution and reporting

UNLIKE working with multiple decentralized and often complex tools

B2B Marketing Teams

OUR content marketing software

HELPS B2B marketing agencies

WHO WANT TO generate more leads for their sales teams

BY helping them to create and distributing valuable content

UNLIKE working with multiple decentralized and often complex processes


Logo. Typography. Colors.

These few simple rules will help you use our branding elements to communicate the StoryChief brand most effectively.

Download all assets
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Naming Usage

Never modify or abbreviate the name "StoryChief". The "S" and "C" in StoryChief are always capitalized. Keep "StoryChief" as a single word.

StoryChief Naming Usage
StoryChief Logo
Left aligned
StoryChief Logo
When centered
StoryChief Logo

Dark Mode Version

Is used on dark backgrounds or a thumbnail



Is used when there is no possibility to use the William logo. Make sure that there is enough whitespace around it.

StoryChief Logo

Projected on backgrounds

Different versions of the logo are used when applied to backgrounds.
Dark backgrounds have white wordmark, light-colored backgrounds have black wordmark. Same rules apply for backgrounds with an image.

StoryChief LogoStoryChief LogoStoryChief LogoStoryChief LogoStoryChief Logo


Always use enough whitespace around the logo. It needs to have space to breathe.

StoryChief LogoStoryChief Logo

Helvetica Neue

Used on websites for titles and short descriptions in combination with visuals.

From April 2007 to March 2008, the Museum of Modern Art in New York City displayed an exhibit called "50 Years of Helvetica"

Helvetica or Neue Haas Grotesk is a widely used sans-seriftypeface developed in 1957 by Swiss typeface designer Max Miedinger with input from Eduard Hoffmann.

Helvetica is a neo-grotesque design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs. Its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and '60s, becoming one of the most popular typefaces of the 20th century. Over the years, a wide range of variants have been released in different weights, widths, and sizes, as well as matching designs for a range of non-Latin alphabets. Notable features of Helvetica as originally designed include a high x-height, the termination of strokes on horizontal or vertical lines and an unusually tight spacing between letters, which combine to give it a dense, solid appearance.


Color palette

StoryChief incorporates different colors throughout the application. Please use the following accordingly, read the description.

Costa Rica
This is some text inside of a div block.
Lazy Orange
Mainly used for backgrounds
Rainforest Sunset
Is used to highlight little details
Deep Blue
Mainly used for the CTA's
Never use pure black. 90K is the darkest color for black
Use 80k to create relief or for long copy text
Light Grey
Used as a background for rows on a website
Arboreal Green
Additional background color

Custom Icons

Some icons were created to create a unique overview

Icon Real Time SEO

Centralize your publishing process and save time.

Say goodbye to multiple decentralized and often complex tools, manage your content and social media in one place.

Icon Distraction Free

Reach more people. Get more leads.

Increase your Google ranking by 300% and generate more leads.

Icon Measure

Grow your business with real content insights.

Get a broad understanding of your content performance and your social media strategy.

Icon Real Time SEO

Integrates with the tools you already use

CMS Plugins, API and Zapier. +2000 integrations to automate your workflow.

Icon Distraction Free

We love our customers

Stop wasting time on technical hurdles and focus on writing


Call To Actions

Colored buttons are used for primary and more important CTAs (e.g. to start an account). Secondary CTAs have a Deep Blue 3px border with Deep Blue text.


Sloth illustrations

Sloths can be used to support campaigns or blog posts.
But not on the website or for ads.

StoryChief Illustrations


Images that are used must contain real customers or colleagues in their natural, not posed, environment. Cover images for blog posts have colorful backgrounds that consist of shapes, occasionally with a key topic outlined and embedded as a collage. Keywords to describe the images: art, nature, happiness, abstraction, and authenticity.


If you have questions or want to contribute, please contact us

Contact us