Brand Guide

McBride Wealth Management

Grounded in fundamentals. Focused on your goals. Built for the long term.

Advisor
Steve McBride, 25+ years
Dealer
Ventum Financial Corp.
Prepared by
inSymmetry
Foundation

Positioning

Who McBride Wealth is for, and the promise it makes.

McBride Wealth helps affluent Canadians, professionals and business owners build lasting wealth through disciplined portfolio management and holistic financial planning.

The philosophy is simple: stay diversified, stay patient, and stay focused on what you can control. Disciplined advice for investors who think in decades, not headlines.

Foundation

Logo System

The lockup carries the advisor and the dealer together. This pairing is core to the brand and required by Ventum.

McBride Wealth Management with Ventum, colour, horizontal lockup
Primary, colour
McBride Wealth Management with Ventum, colour, stacked lockup
Stacked, colour
McBride Wealth Management with Ventum, reverse white, horizontal lockup
Reverse, white
McBride Wealth Management with Ventum, reverse white, stacked lockup
Reverse, white, stacked
Usage. Always use the approved McBride and Ventum lockup as supplied. Never separate the advisor name from the dealer name, recreate the wordmark, recolour it, or alter its proportions. Use the colour versions on light backgrounds and the reverse versions on dark. Keep clear space around the lockup equal to the height of the M, and use the stacked version where width is tight.
Foundation

Colour Palette

A grounded, understated palette. Slate leads, warm brown anchors, olive-gold accents with restraint.

Slate#6C7A89
Primary
Headings, hero, primary brand voice. Steady and considered.
RGB 108, 122, 137
Warm Brown#463939
Grounding dark
Deep backgrounds, footers, the sense of permanence.
RGB 70, 57, 57
Olive Gold#B9B241
Accent
Rules, highlights, small marks of quality. Used with restraint.
RGB 185, 178, 65
Black#000000
Text anchor
Body text, fine detail, maximum legibility.
RGB 0, 0, 0
CMYK 0, 0, 0, 100
Terracotta#E85C41
Rare accent
A single warm signal for a call to action. Minimal use.
RGB 232, 92, 65
Off-White#F7F7F7
Neutral ground
Section backgrounds, cards, quiet space.
RGB 247, 247, 247
Foundation

Typography

A clean, geometric sans that reads as modern and dependable.

Extatica
Primary brand font
Think in decades, not headlines.

Extatica carries the brand across the website and marketing. It is a geometric humanist sans that feels current without chasing trends, which suits a practice built on fundamentals.

LightAa
RegularAa
MediumAa
BoldAa
Note: Extatica is a licensed font. Specimens on this page render in Source Sans, the working web face below, so the guide displays correctly on any device.
Source Sans
Secondary and digital font
Clear, jargon-free guidance.

Source Sans is the working companion for body copy, digital text and anywhere Extatica is not available. It is free, open source and highly legible at every size, which keeps client communications clean and accessible.

Install: Source Sans is free from Google Fonts. Search "Source Sans 3", download, and it becomes available in Word, PowerPoint and email.
Voice

Brand Pillars

The three things clients value most. Every message should ladder to one of them.

Clarity and Confidence

Clear, jargon-free guidance that connects your investments to your goals. You always understand what you own and why.

Integrated Perspective

Coordinated investment, retirement and estate planning, built for long-term results rather than short-term noise.

Partnership for the Journey

A consistent advisor relationship that adapts as your needs and priorities evolve over the decades ahead.

Voice

Tone of Voice

Knowledgeable yet accessible. Disciplined, reassuring, never showy.

Disciplined
Calm and methodical. We speak to process and fundamentals, not predictions or hot takes.
"Stay diversified, stay patient, and stay focused on what you can control."
Clear
Plain language over jargon. Every idea connects back to the client's own goals.
"Clear, jargon-free guidance that connects your investments to your goals."
Long-term
We think in decades. The tone is steady and reassuring, built for the whole journey.
"Disciplined advice for investors who think in decades, not headlines."