Credicorp
Brand style guide
Navy + lime is the primary pairing. Body grey is for paragraph text. Success / warning / error are reserved for state, not branding.
Logo
- Clear space. Leave at least the height of the "C" mark clear of other elements on every side.
- Minimum size. Do not render the wordmark below 120px wide for web, or 30mm wide for print.
- On dark backgrounds. Use the white-on-navy variant from the assets page. Do not recolour the logo manually.
- Do not. Stretch, skew, recolour the lime to a different shade, add shadows or outlines, or rotate the logo.
Colour palette
Navy + lime is the primary pairing. Body grey is for paragraph text. Success / warning / error are reserved for state, not branding.
Typography
Inter is the primary sans-serif — used for all UI text, headings and UI labels. Source Serif 4 is used for long-form editorial copy and pull quotes. Both are loaded via @font-face from local assets; no Google Fonts calls.
- Display heading (H1)
- 32px / weight 800 / tracking −0.02em / navy
- Section heading (H2)
- 22px / weight 700 / navy
- Sub heading (H3)
- 18px / weight 700 / navy
- Body
- 16px / line-height 1.55 / body grey
- Small print
- 12.5px / body grey — minimum 11px
Voice and tone
- Plain English. Active voice. Short sentences. Glossed jargon. Target Flesch–Kincaid grade 7 for marketing copy, grade 9 for contracts.
- Honest about cost. Money figures in pounds. Total repayable shown alongside any rate. APR labelled illustrative when used outside a binding quote.
- No dark patterns. No countdown timers, no fake social proof, no scarcity, no pre-ticked consent.
- No buzzwords. Banned: "delve", "leverage", "robust", "seamless", "world-class", "unlock", "revolutionary", "transformative", "synergy" and "in today's fast-paced world".
- Vulnerability-aware. Late-payment messages start with "if money is tight, talk to us early" — never with a demand.
Buttons and components
- Primary CTAs use navy or lime. Never use red as a CTA.
- Inputs are at least 48px tall on mobile (WCAG 2.5.5).
- Focus ring uses Credicorp lime at 30% opacity.
Photography and imagery
- Real UK small business contexts. Independent shops, trades, service businesses, offices.
- Diverse — every UK micro-business is a customer.
- No stock-photo handshake clichés, no city-skyline filler, no AI-generated faces.
- Always include a caption or alt-text describing what is happening.
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