## Brand Colors

Click on any color code to copy it to the clipboard.

HEX
#d10002
RGB
209, 0, 2
CMYK
0, 100, 99, 18
Use relatively equally with blue in all designs
HEX
#071b83
RGB
7, 27, 131
CMYK
95, 79, 0, 49
Use relatively equally with red in all designs
HEX
#FEB933
RGB
254, 185, 51
CMYK
0, 27, 80, 0
Use sparingly to draw attention or spark interest
HEX
#b5b5b5
RGB
181, 181, 181
CMYK
0, 0, 0, 29
Use moderately throughout designs

## Brand Fonts

Font | Purpose | Instructions | Download
--- | --- | --- | ---
Montserrat | Primary Font | To be used as the default font for all text |

### Light Background Typography

Paragraph - Light

Font: Montserrat

Font-size: 14pt

Color: #333

Font-Weight: normal

Font-Decorations: none

# Heading 1 - Light

Font: Montserrat

Font-size: 36pt

Color: #d10002

Font-Weight: bold

Font-Decorations: none

## Heading 2 - Light

Font: Montserrat

Font-size: 26pt

Color: #d10002

Font-Weight: semi-bold

Font-Decorations: none

### Heading 3 - Light

Font: Montserrat

Font-size: 22pt

Color: #d10002

Font-Weight: medium

Font-Decorations: none

### Dark Background Typography

Paragraph - Dark

Font: Montserrat

Font-size: 14pt

Color: #f4f4f9

Font-Weight: normal

Font-Decorations: none

# Heading 1 - Dark

Font: Montserrat

Font-size: 36pt

Color: #f4f4f9

Font-Weight: bold

Font-Decorations: none

## Heading 2 - Dark

Font: Montserrat

Font-size: 26pt

Color: #f4f4f9

Font-Weight: semi-bold

Font-Decorations: none

### Heading 3 - Dark

Font: Montserrat

Font-size: 22pt

Color: #f4f4f9

Font-Weight: medium

Font-Decorations: none

## Typography Color Selection

Here's a full table showing whether each foreground/background color combo meets WCAG AA contrast requirements (minimum ratio of 4.5 for normal text).

#d10002
#071b83
#FEB933
#b5b5b5
#000000
#ffffff
#d10002
Example Text ✘
Example Text ✘
Example Text ✘
Example Text ✘
Example Text ✘
Example Text ✔
#071b83
Example Text ✘
Example Text ✘
Example Text ✔
Example Text ✔
Example Text ✘
Example Text ✔
#FEB933
Example Text ✘
Example Text ✔
Example Text ✘
Example Text ✘
Example Text ✔
Example Text ✘
#b5b5b5
Example Text ✘
Example Text ✔
Example Text ✘
Example Text ✘
Example Text ✔
Example Text ✘
#000000
Example Text ✘
Example Text ✘
Example Text ✔
Example Text ✔
Example Text ✘
Example Text ✔
#ffffff
Example Text ✔
Example Text ✔
Example Text ✘
Example Text ✘
Example Text ✔
Example Text ✘

## Brand Logos

Logo Type | Preview | Downloads
--- | --- | ---
Icon - Color |  |
Icon - White |  |
Icon - Black |  |
Stacked - Color |  |
Stacked - White |  |
Stacked - Black |  |
Source Files | Original design files |

## Brand Messages

> "Friends don't let friends overpay the government"

A friendly, relatable message that emphasizes our commitment to helping clients avoid overpaying taxes.

> "We were professional taxpayers before we became tax professionals."

Establishes credibility through shared experience and understanding of the client's perspective.

> "You deserve more than a happy historian who just files your taxes."

Differentiates our proactive approach from traditional, passive tax services.

> "You're not just paying too much in taxes — you're paying too much in stress."

Acknowledges both the financial and emotional burden of tax obligations.

## P.R.A.G.M.A.T.I.C. Branding Elements

### Purpose

To relieve the financial and emotional burden of taxes.

More details

### Vision

At Make Taxes Fair, we envision a future where every American business owner has the knowledge, confidence, and strategies to legally minimize taxes, maximize profits, and build generational wealth.

More details

### Mission

To help American entrepreneurs achieve freedom from the financial and emotional burden of taxes.

More details

### Values

Our Core Values:

1. Serve People Even When It's Difficult
2. Do the Right thing -- NO MATTER WHAT
3. Proactively Take Bold Action
4. Seek Empowerment
5. Be Appreciative

More details

### Audience Avatar

Make Taxes Fair's ideal clients are successful but overwhelmed business owners who are carrying the emotional and financial burden of confusing tax obligations. They are stressed, anxious, and often embarrassed—constantly second-guessing whether they're doing things right and dreading an unexpected tax bill or audit. These entrepreneurs crave clarity, confidence, and control, but feel let down by generic CPAs who merely report history instead of providing actionable strategy. Deep down, they want a trusted partner who can simplify the chaos, ease their mental load, and help them reclaim their time, energy, and profits.

More details

### Positioning Statement

We help american entrepreneurs experience relief from the financial and emotional burden of taxes through proactive planning and the CLEAR EDGE framework.

More details

### Brand Story

The hero of this story is a successful but stressed business owner who wants clarity, confidence, and control over their taxes. They don't want to break the rules—they just want to stop overpaying and feel secure in their decisions.

Make Taxes Fair serves as their guide, offering empathy ("Friends don't let friends overpay the government") and authority (years of experience, tens of millions saved for clients).

The plan: Schedule a call, get a personalized Tax Strategy Roadmap, follow custom checklists, and maintain ongoing support. If they don't save at least 5x the cost of the roadmap, they get a refund.

Success means feeling relieved, confident, and in control with clarity and a proactive strategy. Failure (avoided) would mean continuing to overpay and stay overwhelmed. The transformation takes them from worried and overwhelmed to empowered and in control.

More details

### Brand Personality

Make Taxes Fair presents itself as the Everyman with Sage undertones—approachable, friendly, and relatable while also deeply knowledgeable and wise. They speak with clarity and empathy, empowering clients through education, encouragement, and step-by-step support. Their tone is professionally casual, highly articulate, and built on trust earned by both expertise and authenticity.

Customer Archetype: Ruler with Hero Undertones – they want to take charge of their business, finances, and future.

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### Competitive Atlas

Make Taxes Fair operates in a crowded field that includes tax strategists, traditional CPAs, self-education platforms, and even the "do nothing" status quo. This analysis evaluates both direct competitors (like Karlton Dennis and Tax Hive) and indirect competitors (YouTube educators, and relocation-based tax shelters).

More details