Brand

Brand guidelines and press kit.

Everything you need to write about Modven or show it: how to name it, the marks, the colors, and photos cleared for editorial use.

About Modven

Modven is a strategy and innovation practice for the old economy. We read the records a business already keeps, size the opportunities they reveal, and build the mechanisms that capture them. Every engagement begins with a ten-day Opportunity ID.

Founded by Justin Jarvinen. Based in Lake Bluff, Illinois.

Naming

Modven is spelled as one word with an uppercase M. It names both the company and the practice. The wordmark sets it in lowercase; in running text it is always Modven.

Capitalize the names of Modven services and methods, such as Opportunity ID, Build Engagements, Portfolio Alpha, and Opportunity DNA. After first use, Opportunity ID can be shortened to OID. Keep the parts of the work lowercase, such as signals, alphas, stop condition, and evidence profile.

Wordmark

The full logo, the logomark with the wordmark, is the most recognizable form of the Modven brand. Use it by default wherever the layout allows. Don’t typeset the name in place of the wordmark.

Logo [SVG]

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Wordmark [SVG]

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Logomark

The logomark is the visual shorthand for Modven: three capsules in a zigzag that form an M. Use it where space is limited and the full logo can’t breathe, such as avatars, app icons, favicons, or logo grids. Keep clear space around it, and don’t warp, stretch, recolor, or redraw it.

Logomark [SVG]

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Logo pack

The logo pack holds the logo, wordmark, and logomark as SVG and PNG files, in ink for light backgrounds and in light for dark ones.

Logo pack [SVG + PNG]

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Color

Ink and paper carry the brand. The four strand colors come from Opportunity DNA and are used only where they mean something: Signal, Assumption, Alpha, and Mechanism. Mechanism green marks what is live.

Ink

#0C1220

Paper

#FDFDFD

Gray

#ECEEF1

Signal

#F3F4F6

Assumption

#9AA3B2

Alpha

#5B86F0

Mechanism

#00B368

Typography

Headlines are set in Helvetica Now Display at a regular weight with tight tracking. Body text is Inter. Labels, figures in tables, and code are JetBrains Mono. Two-tone headlines carry the claim in ink and the explanation in gray.

Photos

Cleared for editorial use.

Justin Jarvinen [JPG] 2000 × 1125

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Press contact

For press inquiries, contact hello@modven.co.