The primary mark is a serif G inside a textured ring with a cream dot in the counter. The G represents "Ground," the dot represents "Investments" (the i), and the ring represents the ecosystem that holds them together. One glyph, two letters, one mark.
Construction
Cormorant Garamond Medium, font-size 128 in a 200x200 viewBox. The ring uses stroke-dasharray="14 4" for the textured effect. The G is sage (#5a8a60), the dot is cream (#e8dcc8), and the ring is gold (#c8956c). The dot sits in the G's counter, centered between the peak of the letterform and the crossbar.
Badge Variants
On light
On charcoal
On deep
On sage
On gold
Size Scale
16px
24px
36px
48px
72px
120px
02 — Wordmark
ground.investments
The wordmark is the domain itself. "ground" appears in sage, ".investments" in gold. Cormorant Garamond Medium, uppercase with moderate letter-spacing. When paired with the badge, the badge sits left.
Lockups
ground.investments
ground.investments
Nav Bar Lockup
ground.investments(424) GROUND-I
Alternate: "Ground Investments" (formal)
Ground Investments
Ground Investments
03 — Color Palette
Six colors. Each has one job.
Primary
Gold
#c8956c
The ring. Investment. Premium. CTAs.
Sage
#5a8a60
The G. Growth. Distribution. Wellness.
Cream
#e8dcc8
The dot. Light accent on dark.
Structural
Charcoal
#2c2825
Headlines. Weight. Authority.
Deep
#121216
Hero. CTA. Footer. Dark sections.
Linen
#faf7f2
Page background. The ground.
Supporting
Earth
#8c6e4a
Anchor locations tier.
Amber
#b8923a
Labels. Accents. Warmth.
Text
#3d3a36
Body copy on light backgrounds.
Dim
#9a958d
Secondary text. Captions. Metadata.
Stats Bar
Sage Light
#e4ede2
Stats bar background.
Sage Deep
#3d5a40
Stats bar label text.
04 — Typography
Two fonts. One voice.
Display / Headings
We invest in what people can feel.
Cormorant Garamond Medium (500) — Google Fonts
Body
Ground Investments is a private fund focused on evidence-based wellness, human performance, and experiential technology. Every company in our ecosystem is tested on the ground.
DM Sans Regular (400) — Google Fonts
Light / Descriptive
Every dollar invested creates exposure. Every exposure generates data. Every data point informs the next investment.
DM Sans Light (300) — Google Fonts
Labels / Section Tags
Investment Thesis
DM Sans Medium (500) — Uppercase, wide letter-spacing
Weights in Use
Cormorant Garamond: 500 only. DM Sans: 300 (light body), 400 (body), 500 (labels, buttons, emphasis). No other weights are loaded.
Rules
DoUse Cormorant Garamond for all headings, quotes, and the badge mark.
DoUse DM Sans for all body text, labels, buttons, and navigation.
Don'tMix in other serif fonts. Cormorant carries the entire serif voice.
Don'tUse bold (700) in either font. Medium (500) is the heaviest weight.
Don'tUse em dashes anywhere. Use periods, commas, or ellipses instead.
05 — Textures
Linen. Not flat.
Every surface on the site carries a subtle linen weave texture via inline SVG data URIs. Two variants: light (for cream sections) and dark (for deep sections). The texture adds materiality without adding load time.
Linen Light
Linen Dark
Ambient Glows
Sections use radial gradient overlays to create subtle warmth. Two variants: gold-warm (for dark sections) and sage-cool (for light sections). These are CSS pseudo-elements with pointer-events:none.
06 — Ring Texture
The textured ring is the signature detail.
The badge circle uses stroke-dasharray="14 4" to create a segmented, organic ring rather than a solid circle. This texture carries across every instance of the badge, from the 16px favicon to the 140px hero mark. It should never be replaced with a solid stroke.
Solid ring (don't)
Textured ring (do)
07 — Voice & Copy
How Ground Investments sounds.
Principles
DoLead with what people feel, not what we sell.
DoUse "we" not "the fund." We're people, not a structure.
DoReference evidence, clinical validation, and data. This is a serious fund.
DoUse periods to separate thoughts. Short sentences. Confidence, not breathlessness.
Don'tUse em dashes. Ever. Periods, commas, ellipses, or parentheses.
Don'tOversell. The products prove themselves through experience. Let them.
Don'tUse jargon without grounding it. "Cortical metrics" needs a human sentence after it.
Key Lines
We invest in what people can feel.
Primary tagline. Hero. OG image.
Grounded capital. Felt results.
CTA headline. Secondary tagline.
The only fund with a built-in proving ground.
Differentiator. Below the hero headline.
Capital that activates on contact.
Model section headline.
08 — Contact & Domains
Digital real estate.
Primary
ground.investments — primary domain, live groundinvestments.com — .com redirect, acquired
Email
jjb@ground.investments — Joshua James Bailey, Founder & Managing Partner invest@ground.investments — general investor inquiries
Phone
(424) GROUND-I — 424-476-8634 — Investor Relations, California