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Graphic Design Brief

1. BRAND NAME
EdgeCraft
Presented as a single compound word. The name belongs to the fund and strategy — not the parent group entity (EdgeCraft Group Capital Management LLC).

2. WHAT WE DO
EdgeCraft runs long-dated call options on the Nasdaq-100 (QQQ-linked instruments). The strategy is convex: downside is capped at the premium paid, while upside is structurally asymmetric. This is not a stock-picking fund — it is a disciplined, options-based approach to capturing long-term equity growth with defined risk.

Website: https://www.edgecraftgroup.com/

3. WHERE THE NAME COMES FROM
Edge
We operate at extremes. The strategy is built to capture the far-right tail of the return distribution — the convex upside — rather than the median outcome. 'Edge' reflects this orientation: we don't seek the middle, we seek the asymmetric opportunity at the edges of the market.

Craft
Getting to that edge is not accidental. It requires methodical, disciplined construction — selecting strikes, managing duration, sizing positions. 'Craft' captures the skilled, practiced process behind the strategy: two decades of repeatable decision-making, not speculation.

Together
EdgeCraft is the deliberate pursuit of structural advantage through skilled execution. It combines the boldness of where we play with the discipline of how we play it.

4. BRAND PERSONALITY
– Modern, premium, sophisticated — institutional-grade without being stiff
– Exclusive and self-assured — quiet confidence, not loudness
– There is an idea of craftsmanship embedded in the brand: precision, mastery, intentionality
– Must feel like a natural sibling to Deadpoint, the firm's other product — same design DNA, same seriousness

NOTE TO DESIGNER
Deadpoint - https://deadpoint.ai/ - is the firm's existing product. EdgeCraft sits alongside it — not above or below. The two logos should feel like they come from the same design system: share spatial logic, type weight relationships, and aesthetic register. The brand family cohesion matters.

5. TONE
Precise. Restrained. Unshowy.

EdgeCraft does not need to announce itself. The tone is that of a firm that has earned its position and does not feel the need to prove it. Think of the wordmark as something that belongs on a terminal screen, a pitch deck cover, or a watermark on a one-pager — and looks right in all three.

Avoid warmth cues (rounded letterforms, approachable spacing, friendly color) and avoid aggression cues (heavy black, compressed letterforms, militaristic angles). The sweet spot is composed authority: the logo of something serious, built to last.

6. VISUAL DIRECTION
Form
– Clean, minimal. No gradients, no 3D effects, no illustrative elements
– Flat and vector-native — must scale from 16px favicon to large-format print without loss
– If a logomark (symbol) is included alongside the wordmark, it must be abstract and geometric — not representational (no charts, no arrows, no options payoff diagrams)

Typography
– Monospace or sharp sans-serif feel — something that reads naturally next to a terminal or data table
– The existing EdgeCraft wordmark uses a bold/regular weight split: EDGE bold, CRAFT regular (all-caps sans-serif). The designer should explore whether to retain this contrast or propose an alternative — the split is a starting point, not a constraint
– If the designer proposes a typeface other than DM Sans, it must harmonise with DM Sans (Deadpoint's font). Type pairing coherence with the existing product is required

Backgrounds & Adaptability
– Must work on dark surfaces: #06080C and #111827 (the dashboard and dark-mode contexts)
– Must work on light/white surfaces: pitch decks, documents, printed materials
– A reversed/light version (e.g. white or #E8EAED wordmark) should be provided as a deliverable

7. COLOUR PALETTE
EdgeCraft colour system should be in line with Deadpoint’s but YOU CAN DEVIATE from Deadpoint's colors! Deadpoint’s palette is 90% greyscale; teal is used sparingly as the only accent. You can deviate from Deadpoint’s palette.

HEX ROLE USAGE NOTES
#06080C Surface / Dark BG Deepest background; primary dark canvas
#111827 Surface / Mid BG Secondary dark surface, card backgrounds
#1F2937 Surface / Light BG Elevated surface in dark contexts
#E8EAED Text / Primary Primary text on dark
#B0B4BC Text / Secondary Supporting text, labels
#8892A8 Text / Muted Metadata, captions
#33DFBE Teal / Light Use at favicons, small accent
#00D4AA Teal / Primary Primary teal accent — preferred for logo use
#007A63 Teal / Dark Pressed state, dark context only
#4ADE80 Semantic / Positive Do not use in logo
#F87171 Semantic / Negative Do not use in logo
#FBBF24 Semantic / Warning Do not use in logo
#60A5FA Semantic / Info Do not use in logo

8. TYPOGRAPHY
The Deadpoint type system uses DM Sans exclusively. EdgeCraft’s wordmark must harmonise with it in weight and spacing.

– DM Sans Regular (400)
– DM Sans Medium (500)
– DM Sans Semibold (600)
– DM Sans Bold (700)

NOTE TO DESIGNER
If proposing a custom or alternate wordmark typeface, please provide a side-by-side showing it set next to DM Sans body text, so we can validate visual harmony with Deadpoint materials.

9. WHAT WE DON'T WANT
– Anything that reads as crypto or Web3 — no glows, no dark gradients, no hexagons
– Consumer fintech aesthetics — no rounded blobs, no friendly pastels, no gradient fills
– Overly complex marks — the logo must remain legible and recognisable at 16px favicon size
– Generic 'finance' iconography — no coins, no upward arrows, no bar charts, no currency symbols
– Category-generic hedge fund visual language — the logo should not look like it was produced from a financial services template. We are not trying to signal 'hedge fund'; we are trying to signal a specific, distinct firm with a specific view. The designer should work against the category default, not toward it

10. REFERENCE BRANDS & AESTHETIC TOUCHSTONES
These are provided for mood and register — not for imitation. The common thread is: precision-built, typographically led, dark-native, institutional without being stuffy.

BRAND WHAT WE'RE BORROWING FROM IT
Deadpoint Direct sibling product — same firm. The design must share its spatial language, weight contrast, and dark-first orientation. This is the strongest reference.

Linear (linear.app) The logomark-plus-wordmark system: a simple, abstract geometric mark that reads clearly at icon size, paired with a sharp sans-serif wordmark. The dark-mode-first colour philosophy and monospace-adjacent type feel are directly relevant.

Bloomberg Institutional authority through typographic restraint. All-caps, tight tracking, monochromatic. Signals seriousness without decoration.

Citadel Wordmark-led, minimal, dark palette. Confidence through simplicity — no mark required. Useful reference for how a name alone can carry institutional weight.

Binance Dark-first, high-contrast, geometric. Relevant for its palette register (not its crypto-market associations). The boldness of a flat mark on a very dark background.

Vercel Near-perfect favicon legibility from a simple geometric mark. A masterclass in a symbol that works at all sizes — useful reference for any logomark exploration.

11. DELIVERABLES REQUESTED
– Primary wordmark: dark version (for light backgrounds)
– Primary wordmark: light / reversed version (for dark backgrounds)
– Logomark / icon (if proposed): standalone at 1:1 ratio, usable as favicon
– Lockup variants: horizontal (wordmark + mark), wordmark-only
– File formats: SVG (master), PNG @2x (white BG), PNG @2x (dark BG #06080C), favicon.ico
– Colour usage guidance: at minimum, a note on when to use accent vs monochrome

12. NOTE ON THE EXISTING MARK
The current EdgeCraft mark is an all-caps wordmark with EDGE in bold and CRAFT in regular weight, in a dark navy. The designer is free to evolve, refine, or depart from this — the brief is open to proposals. However, any departure should feel intentional and additive relative to the existing direction, not a reset.

Target Market(s)

Hedge funds & Investors

Industry/Entity Type

Finance

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• DELIVERABLES REQUESTED – Primary wordmark: dark version (for light backgrounds) – Primary wordmark: light / reversed version (for dark backgrounds) – Logomark / icon (if proposed): standalone at 1:1 ratio, usable as favicon – Lockup variants: horizontal (wordmark + mark), wordmark-only – File formats: SVG (master), PNG @2x (white BG), PNG @2x (dark BG #06080C), favicon.ico – Colour usage guidance: at minimum, a note on when to use accent vs monochrome

Nice to have

• Examples: Deadpoint Direct sibling product — same firm. The design must share its spatial language, weight contrast, and dark-first orientation. This is the strongest reference. Linear (linear.app) The logomark-plus-wordmark system: a simple, abstract geometric mark that reads clearly at icon size, paired with a sharp sans-serif wordmark. The dark-mode-first colour philosophy and monospace-adjacent type feel are directly relevant. Bloomberg Institutional authority through typographic restraint. All-caps, tight tracking, monochromatic. Signals seriousness without decoration. Citadel Wordmark-led, minimal, dark palette. Confidence through simplicity — no mark required. Useful reference for how a name alone can carry institutional weight. Binance Dark-first, high-contrast, geometric. Relevant for its palette register (not its crypto-market associations). The boldness of a flat mark on a very dark background. Vercel Near-perfect favicon legibility from a simple geometric mark. A masterclass in a symbol that works at all sizes — useful reference for any logomark exploration.

Should not have

• 9. WHAT WE DON'T WANT – Anything that reads as crypto or Web3 — no glows, no dark gradients, no hexagons – Consumer fintech aesthetics — no rounded blobs, no friendly pastels, no gradient fills – Overly complex marks — the logo must remain legible and recognisable at 16px favicon size – Generic 'finance' iconography — no coins, no upward arrows, no bar charts, no currency symbols – Category-generic hedge fund visual language — the logo should not look like it was produced from a financial services template. We are not trying to signal 'hedge fund'; we are trying to signal a specific, distinct firm with a specific view. The designer should work against the category default, not toward it

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