Raphael & Raphael
Brand portal
Logos, color, type

Grab what you need
and get back to work.

Every approved logo, color and typeface in one place. SVG for anything on screen or in print, PNG when a tool won't take a vector, PDF for the printer. If you're not sure which one to use, the note above each set tells you.

Raphael & Raphael, CPAs + Advisors, Est. 1941

Logos

Color on white or light gray. White on Slate or over a photo. Black only when a printer asks for one ink.

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Nothing matches that. Clear the search to see everything.

Color

Slate and gold on white is the core pair. Green is the interactive color — buttons, links, icons. Gold is an accent and a rule, never a large fill. Click a swatch to copy its hex.

Status colors

Interface status only — an error, a warning, a confirmation. Never decoration.

Full color guide
Every swatch with its print and screen values, as approved.
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Type

Two faces, both free from Google Fonts. Poppins Bold for anything that acts as a heading. Roboto Regular for everything you actually read. No script, no serif, no third face.

Headings
Poppins Bold
Aa Bb Cc 1234567890 &
Weight 700, tracking −0.02em. Scale: 56 / 44 / 34 / 26 / 20. Sentence case, always.
Fallbacks: Montserrat, then Arial.
Get Poppins
Body
Roboto Regular
Aa Bb Cc 1234567890 &
Weight 400 at 16px / 1.65. Scale: 18 / 16 / 14 / 12. Keep lines under about 760px wide.
Fallbacks: Arial, then DejaVu Sans.
Get Roboto

Headshots

Illustrated portraits, drawn in stipple and line. They only hold together at the size they were drawn for, so there are two sets: one for screen, one for print. Use them as supplied — black on white, no tint, no duotone, no gold overlay, and never in the same grid as a photographic headshot. Click one to download it.

Web

PNG · 250 × 300 · shown at actual size

Place these at actual size. If you have to resize, stay within about a quarter either way — 188 to 313px wide. Set the width and height, don't drop them into a fluid grid, and don't crop them: the framing is already the crop.

Print

JPG · full size · previews only

The full-size originals. Use these for anything printed, or any placement bigger than the web set allows. The thumbnails below are just to find the right person — download the file before you place it.

Voice

Write the way the partners actually talk: plain, direct, a little wry, unmistakably on your side.

Do
Say we and you. Write to one owner, not to "businesses and individuals."
Use contractions. We're, you'll, don't.
Bottom line first, setup second.
Sentence case everywhere — headlines, buttons, table headers, nav.
Lay out the options and the trade-offs, then leave the call to them.
Define the accounting term the moment it shows up, or skip it and say it in plain English.
Keep paragraphs short. One line is fine. Mix short sentences with long ones.
Don't
Don't write about the firm in third person ("Raphael & Raphael provides…").
Don't announce that we're trustworthy. Show it and move on.
Don't let "since 1941" carry a claim by itself — pair it with what it gets the client today.
Don't give a written directive ("here's what we'd do"). Say that across the desk, not in copy.
Don't use the word heritage. History, roots, track record.
Don't use ALL CAPS for headlines or body — that's for small gold overlines only.
No emoji. Not in copy, not in a deck, not in a subject line.

Same voice, four settings

The register shifts with the room. The person behind it doesn't.

Partner across the desk
Client emails, proposals, scopes
"Here's the situation, here are your options, and here are the trade-offs. Call me and we'll talk it through — you make the call."
The firm, on the record
Website, about pages
"Clients stay with us because the people who know your business are still here — and because we've kept up with the advice you actually need now."
The plain teacher
Articles, checklists, lead magnets
"Most fraud in a closely-held business isn't dramatic. It's small, quiet, and usually comes from someone you trust. Here's what to watch for."
The human moment
LinkedIn, spotlights, recruiting
"Harry closes the books like a pro and volunteers at a horse farm on weekends." A detail that levels, never one that flexes.

Words

Use these
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Not these
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Calls to action

A plain verb tied to something the reader gets. One per section.

Use these
Talk to a partner
Get the checklist
See where you stand
Start the conversation
Not these
Learn more
Click here
Submit
Get started
The bar test
Would you give this advice, in these words, to your own mother and father sitting across the desk from you?
Quicker check: swap another CPA firm's name into the copy. If it still reads fine, it isn't ours yet.

Before you use it

Six things worth two minutes.

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Raphael & Raphael, CPAs + Advisors, Est. 1941
Something missing, or you need a format that isn't here? Ask marketing before you rebuild it yourself.
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