Brand Guide · Canon
How Execution Space looks and sounds.
The working brand guide — positioning, voice, color, and type in one place. Rendered from canon. Written source of truth: Brand Guide v2.0; the KB directs to it. If anything disagrees, canon wins.
Positioning
Descriptor
Commerce Systems Integrator. Never “agency.” We build, integrate, and run the digital infrastructure businesses depend on — and we ship our own Shopify apps.
Essence
Transformative Technology.
Positioning statement
For business leaders, Execution Space is the trusted partner among systems integrators because we have decades of expertise helping clients create highly integrated, scalable technology that transforms the direction of their companies.
Tagline
“Experience that transforms.” External. Internal rally cry “Fuelling your business ambition” is internal only — never client-facing.
Archetype
Primary · 60–70%
Magician — transformation, vision, making the impossible real.
Secondary · 30–40%
Sage — expertise, grounded credibility. We earn trust through depth, not noise.
In practice
Visionary in how we frame outcomes; grounded in genuine expertise. Magician leads, Sage grounds.
Colortwo-color system · no red
Yellow primary, dark/mono secondary. Yellow is the single accent that draws the eye to the one thing that matters. There is no red in the brand.
Typography
Figtree · display + body
Experience that transforms.
Build, integrate, run.
Trusted senior advisor — confident, direct, outcome-focused.
DM Mono · labels & eyebrows
SYSTEMS INTEGRATION · SHOPIFY PLUS · SINCE 2013
Logo
Marks
Usage
Do
- Yellow on dark, or dark on light
- Keep clear space around the mark
- Use the monochrome mark where color is constrained
Don't
- Recolor, stretch, or rotate the mark
- Add red or off-palette colors
- Place on busy backgrounds that reduce legibility
Voice & values
Voice
Bold, confident, transformation-focused, expertly grounded, results-oriented. Never salesy, never generic agency-speak. Lead with outcomes, not features.
The trust mechanic
Never fabricate a prospect's numbers. Pre-discovery we have none — say so. “We'd measure that with your data — we don't guess.” This is the brand differentiator.
Values
Results Performance Driven Honesty / Transparency Authenticity Adaptability