Your Business People - NORCAL SBDC Brand Book
Your Business People

Your
Business
People

The trusted partner for Northern California's small businesses

Explore Brand Universe
PLATFORM
Section 001

Brand Platform

Positioning Statement

Norcal SBDC is the trusted partner for Northern California's small businesses, offering expert guidance, practical resources, and a vast network of support. We champion local growth by making business better—helping you secure funding, refine strategies, and accelerate growth.

Brand Personality & Tone

  • Professional Confidence
    Authority and modern business savvy
  • Approachability
    Accessible and easy to engage
  • Community Leadership
    Respected figure in local business ecosystems
  • Results-Oriented
    Tangible impact—funding, growth, success

Key Messages

Your Business, Better

Elevate local businesses through strategic advisement and innovation

Your Business, Funded

Secure capital with trust and expertise

Your Business People

Part of your team; supportive, heard, guided

Brand Pillars

01

Professional Expertise

Industry-tested advisors with contemporary acumen

02

Trusted Guidance

Reliable support at every stage

03

Impact-Driven Programs

Measurable results: funding, revenue, jobs

04

Local Engagement

Deeply woven into Northern California's communities

IDENTITY
Section 002

Visual Identity

Color System

Navy Blue

#012D61

Strawberry Red

#F7024D

Sky Blue

#40C4FF

Dark Grey

#2A2D34

Steel Grey

#CFD2D8

Light Grey

#E0E0E0

Typography

Display / Helvetica Neue 100

Your Business People

Headline / Helvetica Neue 200

Expert Guidance, Trusted Support

Subhead / Helvetica Neue 300

Making Business Better

Body / Helvetica Neue 400

We champion local growth by making business better—helping you secure funding, refine strategies, and accelerate growth through professional expertise and community engagement.

Technical / Roboto Mono

SECTION 002 • VISUAL IDENTITY • TYPOGRAPHY SYSTEM

Logo Guidelines

Clear Space

Maintain minimum clear space equal to the height of the "A" in "America's" around all sides.

Minimum Size

1.25 inches width for print
90 pixels width for digital

Co-branding

Partner logos positioned to the immediate right with appropriate spacing.

APPS
Section 003

Applications & Templates

Legal Requirements

Funding Acknowledgment

Funded in part through cooperative agreements with the US Small Business Administration and California Office of the Small Business Advocate.

ADA Compliance

Reasonable accommodations for persons with disabilities will be made if requested at least 72 hours in advance.

ACTIVATE
Section 004

Activation & Next Steps

Brand Initiatives

#AskSBDC Live Streams

Weekly Q&A sessions with expert advisors, building community and providing real-time support for entrepreneurs.

Success Spotlights

Showcase client achievements with metrics on capital raised, jobs created, and revenue growth.

Business Forums

In-person and virtual events connecting entrepreneurs with resources and each other.

Advisor Network

Highlight our experts' specialties and deep connections throughout Northern California.

Rollout Timeline

Phase 1

Digital Launch

Deploy digital assets, update websites, launch email templates

Phase 2

Collateral Production

Print materials, signage, branded merchandise

Phase 3

Community Outreach

Partner engagement, public events, media campaign

Impact Metrics

0
Clients Served
$0M
Capital Infused
0
Jobs Created
0%
Satisfaction Rate

Ready to Champion Northern California's Small Businesses?

Join Your Business People
NORCAL SBDC

Your Business People

norcalsbdc.org | 833-ASK-SBDC

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