AvenBrand voice
How we sound, look, and read.
Aven is a family of companies that share one operator voice. Only the accent color changes between them. Use this page to produce collateral, ads, decks and social posts. No back-and-forth needed.
Color
Violet means you can act. Bronze is material.
Company colours mark identity only: dots, labels, rules. Buttons and links are always violet.
#0F0C1ADark and purple-shifted. Not neutral black.
#F1EEF8Off-white with a purple tint. Primary type.
#AAA2C0Secondary copy and captions.
#A78BFAInteractive: links, focus, active states. Also the AvenX colour.
#7C3AEDButtons and stronger accents.
#D89A6AMaterial. The logo colour. Never a button.
#EF8A4CAvenjet · private aviation. Identity only.
#45B8B0Avensea · private marine. Identity only.
Type
Two families. Geist and Geist Mono.
Build the magic.
Ship more than you say. Operate the result.
AVEN · BRIDGE · CONSOLE
Voice
Short. Definitive. Checkable.
DoSpeak like an operator: short, definitive, results-first.
Don'tLean on adjectives. "Innovative", "world-class", "premium" → cut.
DoUse mono caps for category labels ("FLEET", "PHASE"). Geist semibold for headlines.
Don'tBold every other word. The hierarchy should already do that work.
DoLead with the number. "$28k charter" before "luxury Mediterranean week."
Don'tLead with brand. "At Aven, we believe…" → never.
DoWrite "on call" not "available 24/7."
Don'tWrite "24/7". Or "experience like no other."
DoCite operating reality. "Part 295." "Coast Guard cert." "$X collected this week."
Don'tMarketing claims that need an asterisk.
Wordmark
The mark.
Always uppercase. Letterspacing 0.32em to 0.4em. Always paired with a status dot when used as a navigation mark. Pair with a Geist heading for full lock-up.