VALIOTTI DATA

Data leadership for companies that outgrew their dashboards

Brand Guidelines · Version 2.0 · March 2026

02 — Color Palette

Brand Colors

A refined dark palette anchored by Burnt Rust accent. The system uses cream-on-ink for premium contrast, avoiding cold white or saturated blues.

Ink
#0a0a0a
Primary background
Ink Light
#141414
Secondary surfaces
Ink Card
#1a1a1a
Card backgrounds
Burnt Rust
#cc5a3e
Primary accent, CTAs
Rust Dark
#a8432e
Active / pressed states
Rust Hover
#d4654a
Hover accent
Paper
#f0ece4
Primary text, headings
Muted
#b0aca5
Secondary text, labels
03 — Typography

Type System

Three typefaces with distinct roles: editorial serif for headlines, geometric sans for interface, monospace for data and labels.

Headlines — Cormorant Garamond
Data leadership for companies that outgrew their dashboards
Regular400
SemiBold600
Italic400 Italic
Body — Outfit
VALIOTTI DATA
Light300
Regular400
Medium500
SemiBold600
Bold700
Code / Labels — JetBrains Mono
FRACTIONAL CHIEF DATA OFFICER · 50+ ENGAGEMENTS
04 — Social Media

Social Placements

Logo placement across LinkedIn, Facebook, Twitter/X, and Open Graph previews. The constellation mark works at all sizes.

LinkedIn Company Banner · 1128 x 191
VALIOTTI DATA
Profile Avatars · LinkedIn / Facebook / X
Open Graph / Twitter Card · 1200 x 630
VALIOTTI DATA
Data leadership for companies that outgrew their dashboards
Favicons · Browser Tab / Bookmarks
16px
32px
48px
Apple Touch 180px
05 — Applications

Brand Applications

How the logo and brand system translate to physical and digital assets.

VALIOTTI DATA
Your data team is drowning in requests
while leadership still doesn't trust the numbers
Data Diagnostic · Fractional CDO · 50+ Engagements
Nick Valiotti
Fractional CDO
nick@valiotti.com
valiotti.com
Business Card
T-Shirt
Cap
06 — Voice & Tone

Expert, not vendor

Valiotti Data communicates as a trusted advisor, not a service provider. Lead with insight, prescribe solutions, diagnose before proposing.

PrincipleDoDon't
Lead with insight "I noticed your retention cliff at month 3 — here's what typically causes that" "We offer retention analytics"
Prescribe, don't pitch "Based on what I've seen in companies like yours..." "Our services include..."
Price on outcomes "The engagement is $X/month, designed around outcomes" "We charge X/hour"
Diagnose first "Book a 20-min diagnostic conversation" "Contact us for a quote"
State your position "I wouldn't recommend that approach — here's why" "We could do it either way"
07 — Usage Rules

Do's and Don'ts

Protect the brand integrity. These guidelines apply to all internal and external materials.

Do
Use the Constellation Mark alongside the wordmark. Maintain the clear space of at least 1x the mark height around the logo.
Don't
Stretch, rotate, or distort the logo. Never place it on a busy photo background without a dark overlay.
Do
Use "Valiotti Data" in full on first mention. The icon alone is acceptable for favicons, social avatars, and small UI elements.
Don't
Use "Valiotti Analytics" (legacy name). Never apply the accent color (#cc5a3e) to large background areas in print — reserve it for CTAs and highlights.
Do
Communicate as an expert: "I" in 1:1, lead with conclusions (Minto Pyramid), prescribe specific solutions with confidence.
Don't
Sound like a vendor: no "we can help with X", no generic service lists, no process-first narratives. Never open with methodology — start with the result.
Do
Use dark backgrounds (#0a0a0a) as the primary canvas. Paper (#f0ece4) for text. The brand reads best ink-on-dark.
Don't
Use pure white (#ffffff) backgrounds or text. The brand uses warm Paper (#f0ece4) instead of clinical white.