The slash
The bullet on a list. The same shape that cuts through the Q.
SVG
Brand
The mark, the palette and the templates
Everything PRIME Q shows itself with, in one place and from one source. The files are ready to use: the typeface is embedded inside them, so a deck or a document opens the same way on someone else's machine.
The whole kit
Download and start
One archive with the lot: the mark in every finish, the supporting graphics, the colour tokens, the typeface and four templates. A README inside says where to begin.
Templates
Four routes to the same look
Pick the tool you already work in. The look is the same, because all four come out of one palette and one typeface.
PowerPoint
Preview all ten slides
Presentation
A real slide master with eleven layouts: title, section, content, two columns, data, statement, table, image, closing, legal notice and blank. The palette goes into the theme, so it shows up in PowerPoint's own colour picker. Install the .potx and make new files from it; the .pptx is an example deck, one slide per layout.
Preview all ten slides
Word
Preview both pages of the document
Document
Styles for headings, the opening paragraph, quotes, captions and the legal notice. The bullet is a slash, the footer numbers its own pages, and the header carries the mark. A4, 2.5 cm margins.
Preview both pages of the document
Markdown
Marp and Quarto
For working in text rather than in clicks. Marp turns Markdown into a deck in seconds; Quarto computes the chart at render time and emits both slides and a document from one file.
HTML
A deck with no dependencies
One file that opens in any browser. The typeface and the mark are inside it, so it works with no network and nothing installed. Arrow keys move through the slides, Ctrl+P prints to PDF.
The mark
Two lockups, five finishes
The full lockup wherever the mark appears for the first time. The Q on its own only where PRIME Q has already been said beside it: an avatar, an icon, the corner of a slide.
Files
SVG for anything that can be vector. PNG on a transparent ground only where vector will not go. Every file here is transparent, the SVGs included: there is no rectangle under the mark.
Do
- Leave clear space around the mark at least as wide as the Q.
- On a photograph use the white lockup, and only over a quiet part of the frame.
- Below 48 px tall use the Q without its slash: red turns to mud at that size.
Do not
- Do not stretch, slant or rotate the mark.
- Do not recolour it or give it a shadow, a glow or an outline.
- Do not set a tagline or a descriptor directly beneath it.
- Do not use files from the older kit, where the Q has come off its slash.
Colour
Five colours and one rule
Red is an accent, not a colour. It appears once on a slide or once on a page: in the slash of the mark, at the head of a rule, in a bullet or on a single bar. Never as a background, never as the colour of a paragraph.
Prime Navy
- HEX
- #041E42
- RGB
- 4, 30, 66
- CMYK
- C94 M55 Y0 K74
Logo, headings, the first chart series. The brand's only dark.
Accent Red
- HEX
- #E11D2E
- RGB
- 225, 29, 46
- CMYK
- C0 M87 Y80 K12
The slash in the mark, a rule's lead-in, one bullet, one bar. Never a background.
Slate
- HEX
- #6B7280
- RGB
- 107, 114, 128
- CMYK
- C16 M11 Y0 K50
Subtitles, labels, captions, footnotes.
Line Gray
- HEX
- #E5E7EB
- RGB
- 229, 231, 235
- CMYK
- C3 M2 Y0 K8
Hairlines, table borders, the Q watermark.
White
- HEX
- #FFFFFF
- RGB
- 255, 255, 255
- CMYK
- C0 M0 Y0 K0
The ground. Slides and documents are white unless a section is deliberately reversed.
The CMYK values are a plain conversion from RGB. Treat them as the starting point for a proof at the printer, not as a managed separation.
Tokens to paste in: colors.json prime-q-tokens.css prime-q-tokens.scss
Typography
Inter, and nothing beside it
Hierarchy comes from weight and size, not from a second family. Headings at 700 and 800, text at 400 and 500, and headings tracked in by 0.016 em.
Inter is licensed under the OFL, which is what makes it legal to embed in a file and to serve from our own origin. That is why the deck and the document carry it inside them and the site hosts it itself. Where it is nowhere to be found, the substitute is Arial.
Systematic investing
Inter 800 · Deck titleSystematic investing
Inter 700 · HeadingSystematic investing
Inter 500 · Emphasis in running textSystematic investing
Inter 400 · Body text
About the older kit
The kit circulated earlier drew the wordmark in Aptos Display and shipped PNGs exported on a machine without that font, which is why the Q drifted off its red slash there. The files on this page were rebuilt from the approved title slide and replace those entirely.