Data leadership for companies that outgrew their dashboards
Brand Guidelines · Version 2.0 · March 2026
01 — Logo
Primary Logo
The Valiotti Data logo consists of the Constellation Mark (icon) and the wordmark. The mark represents interconnected data nodes — a visual metaphor for turning data chaos into structured insight.
On dark
On light
On accent
Icon only
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
Fractional Chief Data Officer
Data strategy and analytics delivered in weeks,
not months.
We embed senior, AI-native data consultants into your business.
Solve the data problem, build the systems, transfer knowledge — then leave.
The hero background uses an animated constellation canvas — interconnected data nodes that drift and pulse. This pattern is the signature visual element of the brand.
Interactive Canvas · Hero Background
Animated particles connected by lines. Accent color (#cc5a3e) with varying opacity. Nodes drift slowly, connections form within proximity radius. Used on homepage hero.
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
Profile Avatars · LinkedIn / Facebook / X
Open Graph / Twitter Card · 1200 x 630
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.
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.
Principle
Do
Don'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.
Social Placements
Logo placement across LinkedIn, Facebook, Twitter/X, and Open Graph previews. The constellation mark works at all sizes.