Brand Guidelines

How to represent the Pragmatists alongside other parties and media. Remember: we're a shade, not a color.

We Are a Shade

Traditional political parties define themselves by color — blue for Democrats, red for Republicans. Color implies emotion, allegiance, and tribal identity. The Pragmatists reject that framing entirely.

We are a shade. Black, white, gray, and every tone between. Shades are neutral. They clarify rather than inflame. They work alongside any color without competing for attention. Just as our policy positions are grounded in evidence rather than ideology, our visual identity is grounded in clarity rather than partisanship.

When you need to represent the Pragmatists on a political map, in a comparison chart, or alongside other parties — use any shade from our grayscale palette. The specific shade can adapt to context: black for high contrast, white for light backgrounds, or any gray that serves the design.

Every shade is ours — from white to black and everything between

Representing Us Alongside Other Parties

When comparing the Pragmatists to traditional parties in charts, maps, or infographics, use any shade from our palette. Here are examples of how that works in practice.

Poll Comparison

Democrats33%

Pragmatists41%

Republicans26%

Electoral Map

Democrats

Pragmatists

Republicans

Seat Distribution

Democrats 32%

Pragmatists 44%

Republicans 24%

Party Comparison

Democrats

Blue

Pragmatists

Grayscale

Republicans

Red

Color Palette

Our palette is exclusively grayscale. Every shade from pure white to pure black is available. These are the named stops we use most frequently.

White

#f7f7f7

--gray-25

Backgrounds, light contexts

Light

#e8e8e8

--gray-100

Subtle borders, dividers

Silver

#cccccc

--gray-200

Secondary elements, patterns

Mid Gray

#888888

--gray-400

Supporting text, icons

Slate

#666666

--gray-500

Body text, medium emphasis

Charcoal

#333333

--gray-700

Strong text, dark accents

Near Black

#1a1a1a

--gray-900

Dark backgrounds

Black

#111111

--gray-950

Primary brand, headlines, logo

Logo

The Pragmatists mark is a bold "P" set in a square. It is intentionally simple — no flourishes, no gradients, no hidden symbolism. Use the version that provides the strongest contrast against your background.

Logo — Black

Logo — White

Logo — Gray

Wordmark — Black

Wordmark — White

Typography

Our type system pairs a classical serif for headlines with a clean geometric sans-serif for everything else. Both are open-source and freely available.

Headlines & Display

Playfair Display

Google Fonts →

A transitional serif with high contrast and elegant proportions. Used for all headings, pull quotes, and display text. Its classical character conveys authority and seriousness without being stuffy.

Weights: 400, 700, 800, 900

Solutions That Work, Not Sides That Win.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%&*()

Body & Interface

Geist Sans

Vercel / Open Source →

A modern geometric sans-serif optimized for readability at all sizes. Used for body copy, navigation, labels, and UI elements. Clean and neutral — it stays out of the way and lets the content speak.

Weights: 400, 500, 600, 700

Evidence-based, outcome-driven solutions that transcend left vs. right politics.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%&*()

Font Pairing

The contrast between Playfair Display's classical serifs and Geist Sans's geometric precision mirrors our approach: serious ideas delivered with modern clarity.

Evidence Over Ideology.

Good policy isn't left or right — it's what works. Our approach rests on foundational principles that guide every analysis and recommendation.

Patterns & Textures

Our signature pattern is a subtle dot grid — a radial gradient of small dots on a neutral background. It provides visual texture without distraction and works as a background for hero sections, cards, or any surface that needs quiet depth.

.hero-pattern {
  background-image: radial-gradient(#cccccc 1px, transparent 1px);
  background-size: 24px 24px;
}

The dot grid pattern adapts to any shade — light, dark, or mid-tone

Usage Guidelines

Use any shade of gray from our palette

Don't add color to the logo or brand elements

Maintain clear space around the logo equal to the height of the "P"

Don't crowd the logo with other elements

Use the wordmark or mark — whichever fits the context

Don't stretch, rotate, or distort the logo

Pair us with colored parties using our grayscale identity

Don't assign us a color to "match" other parties

Refer to us as "Pragmatists" or "the Pragmatists"

Don't use "pragmatists.org" as the party name

Questions About Brand Usage?

If you're a media outlet, campaign, or organization looking to feature the Pragmatists, reach out and we'll help you get it right.