Brand style guide
Logo
- Clear space. Leave at least the height of the "C" mark clear of other elements on every side.
- Minimum size. Do not render the wordmark below 120px wide for web, or 30mm wide for print.
- On dark backgrounds. Use the white-on-navy variant from the assets page. Do not recolour the logo manually.
- Do not. Stretch, skew, recolour the lime to a different shade, add shadows or outlines, or rotate the logo.
Colour palette
Credicorp navy
RGB 13 35 70
Credicorp lime
RGB 144 203 34
Surface white
RGB 255 255 255
Body grey
RGB 88 107 119
Success green
RGB 21 128 61
Warning amber
RGB 180 83 9
Error red
RGB 185 28 28
Navy + lime is the primary pairing. Body grey is for paragraph text. Success / warning / error are reserved for state, not branding.
Typography
Inter is the primary sans-serif — used for all UI text, headings and UI labels. Source Serif 4 is used for long-form editorial copy and pull quotes. Both are loaded via @font-face from local assets; no Google Fonts calls.
- Display heading (H1)
- 32px / weight 800 / tracking −0.02em / navy
- Section heading (H2)
- 22px / weight 700 / navy
- Sub heading (H3)
- 18px / weight 700 / navy
- Body
- 16px / line-height 1.55 / body grey
- Small print
- 12.5px / body grey — minimum 11px
Voice and tone
- Plain English. Active voice. Short sentences. Glossed jargon. Target Flesch–Kincaid grade 7 for marketing copy, grade 9 for contracts.
- Honest about cost. Money figures in pounds. Total repayable shown alongside any rate. APR labelled illustrative when used outside a binding quote.
- No dark patterns. No countdown timers, no fake social proof, no scarcity, no pre-ticked consent.
- No buzzwords. Banned: "delve", "leverage", "robust", "seamless", "world-class", "unlock", "revolutionary", "transformative", "synergy" and "in today's fast-paced world".
- Vulnerability-aware. Late-payment messages start with "if money is tight, talk to us early" — never with a demand.
Buttons and components
- Primary CTAs use navy or lime. Never use red as a CTA.
- Inputs are at least 48px tall on mobile (WCAG 2.5.5).
- Focus ring uses Credicorp lime at 30% opacity.
Photography and imagery
- Real UK small business contexts. Independent shops, trades, service businesses, offices.
- Diverse — every UK micro-business is a customer.
- No stock-photo handshake clichés, no city-skyline filler, no AI-generated faces.
- Always include a caption or alt-text describing what is happening.