The Endless Customers Brand
Logo files, colors, typography, and voice — for press, partners, and internal use. When in doubt, use what's on this page and you'll be in good shape.
Logo
Use the full wordmark wherever possible. The icon mark is for situations where the wordmark is too large (app icons, favicons, social profile photos). Always maintain clear space equal to the height of the "E" in Endless around the logo on all sides.
On Light
On Dark
Color System
Our palette is built around ink-on-paper contrast with a single high-energy brand gradient used as an accent — never as a background fill.
Primary Colors
Accent Colors
The Brand Gradient
For borders, lines, and underlines only. The gradient (Magenta → Blue → Green, left to right) is used as a 2–6px decorative line, section divider, or underline treatment. It is never used as a background fill, button fill, or text color. This constraint keeps the gradient energetic and special — overusing it dilutes it.
Typography
We use General Sans (via Fontshare) for all type — display headlines, body copy, and UI labels. It is a single-family system; there is no secondary typeface. The weight range carries all the hierarchy we need.
Display Headline — 800
Section Heading — 700
Label / Subheading — 600
Body copy — 400 Regular. Comfortable reading at 16px with 1.75 line height. We write like we talk: clear, direct, and specific. No jargon, no passive voice, no filler phrases.
Voice & Tone
Our voice is direct, honest, and grounded in experience. We don't fluff. We don't inflate. We say what we mean — and we say it in plain language a business owner would use at the kitchen table.
- Write like a knowledgeable colleague, not a brand voice exercise
- Lead with the most useful thing — don't bury the point
- Use specific numbers, timelines, and examples whenever you can
- Be honest about limitations — "this works best when…"
- Use Title Case for page headings and navigation labels
- Sentence case for body copy and subheadings
- Use buzzwords: "synergy," "leverage," "disruptive," "cutting-edge"
- Speak in passive voice: "it was determined that…"
- Use exclamation points — let the content carry the energy
- Use em dashes — use commas, colons, or rewrite the sentence
- Hedge everything: "might possibly," "could potentially," "in some cases"
- Call us an "agency" — we are a coaching and services company
How we describe ourselves
What we are: A coaching and services company that teaches businesses to become the most trusted voice in their industry using the Endless Customers system — built on the They Ask, You Answer framework.
What we are not: An agency. A vendor. A marketing firm that does work for you. We coach and teach; your team does the work.
Parent company: Endless Customers is a brand of IMPACT (impactplus.com), founded in 2009 and headquartered in Cheshire, CT.
Usage Rules
A few non-negotiables that protect the brand and keep all representations consistent.
- Endless Customers — always two words, both capitalized
- They Ask, You Answer — capitalized, with commas
- Use the logo on approved background colors only (white, EC Navy, or light gray)
- Refer to the coaching program as "the Endless Customers coaching program" or "EC coaching"
- The conference: "Endless Customers Live" — never just "EC Live" in formal copy
- "endless customers" in lowercase
- "EndlessCustomers" or "EC" as standalone brand references in formal copy
- Placing the logo on a photographic background without a solid color container
- Stretching, rotating, or recoloring the logo
- Using the gradient as a background or button fill
- Calling us an "inbound marketing agency"
Full logo package (SVG, PNG, dark/light variants), color swatches, and font information are available on request. Press and editorial use is welcome per our Trademark Policy.