Background
Splash into FreshwaterAquarium.com, a sister
brand to SaltwaterAquarium.com with a fresh
identity while staying aligned under the same
company umbrella.
The Brand, Page by Page
Fourteen pages covering the brand mission and tone of voice, the primary, secondary and submark logos, a core and an accent palette, DM Sans as the single type family, a six-mark icon set, the imagery the brand draws from, and the cadence each social channel runs to. Every page below is rebuilt in HTML rather than screenshotted — the type is real text, set on the deck’s own grid.
Direction 1
Brand Mission
Mission statement
FreshwaterAquarium.com is committed to supporting freshwater
aquarists at every level by offering high-quality products, expert
guidance, and a thriving community to explore the wonders of
freshwater ecosystems.
Core values
Clarity
Reliability
Growth
Harmonious
Clarity
Making freshwater aquarium care approachable
and understandable.
Reliability
Curating only trusted, proven freshwater equipment
and livestock products.
Growth
Helping aquarists—from beginners to pros—develop
successful, thriving tanks.
Harmonious
Promoting sustainable, healthy aquatic environments.
Direction 1
Tone & Voice
Tone & voice
FreshwaterAquarium.com speaks with clarity, calm confidence,
and care. We are a trusted guide in the freshwater aquarium
journey—offering clear advice, honest recommendations, and
community-driven support for aquarists of all experience levels.
Brand tagline
“Where your passion for aquatics meets clear, reliable guidance.”
Voice pillar
How it sounds
Clear
Friendly, simple, and free of jargon. We make complex topics understandable.
Reliable
Calm, factual, and honest. We believe in under-promising and over-delivering.
Supportive
Encouraging, empowering, and warm. We foster every aquarist, at every level.
Harmonious
Mindful of ecosystems and balance. We promote sustainable aquarium keeping.
Tone checklist
1.
Is it clear and easy to understand?
2.
Does it feel trustworthy and factual?
3.
Are we supporting our hobbyists journey?
4.
Are we promoting balance and sustainability?
Primary
Logos
PRIMARY LOGO
The primary logo was designed
to adopt a stacked layout,
drawing inspiration from its
counterpart (sister) logo found
at SaltwaterAquarium.com.
While tailored to reflect a
distinct freshwater identity, it
remains visually aligned with the
overarching brand family.
Secondary & submark
Logos
SECONDARY LOGO
The secondary logo features a
horizontal layout that seamlessly
combines the angelfish icon with
the name banner, offering a
more compact and versatile
design.
SUBMARK LOGO
This submark design was
developed for use in
situations where the primary
and secondary logos would
appear too large.
This simplified mark features
the iconic angelfish symbol
and works to maintain brand
recognition at smaller scales.
Core colors
Colors
HEX #026009
RGB 2 96 9
HEX #54BB32
RGB 84 187 50
HEX #FFFFFF
RGB 255 255 255
HEX #000000
RGB 0 0 0
Primary Colors
HEX #026009
Stability, nature, trust
HEX #54BB32
Freshness, growth
HEX #000000
Sophistication, balance
HEX #FFFFFF
Clean, modern contrast
Usage Guidelines
Primary color usage
Use primary colors for brand recognition and main design components (logo, headers, backgrounds).
Secondary colors
Colors
HEX #FFA733
RGB 255 167 51
HEX #E0E0E0
RGB 224 224 224
Secondary Accent Colors
HEX #FFA733
Highlight elements, energy, vibrancy
HEX #E0E0E0
Neutral support tone, clarity
Usage Guidelines
Secondary accent colors
Accent colors should be used sparingly to draw attention to CTAs, highlights, or UI elements.
Fonts
Typography
Primary font
DM Sans
DM Sans Light Italic
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu
VvWwXxYyZz
0123456789
DM Sans Regular
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu
VvWwXxYyZz
0123456789
DM Sans Medium
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu
VvWwXxYyZz
0123456789
DM Sans Bold
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu
VvWwXxYyZz
0123456789
H1: DM Sans Bold | 48px | Uppercase | Tracking: 1%
H2: DM Sans Medium | 32px | Title case | Tracking: 1%
CTA: DM Sans Bold | 20px | Title case | Tracking: 1%
Product Title: DM Sans Bold | 20px | Title case | Tracking: 1%
Body: DM Sans Regular | 18px | Title case | Tracking: 1%
Aa
Aa
Aa
Aa
Graphics
Iconography
Usage guidelines
Icons should be simple, line-style icons in green, gray, or
black coloration depending on application used. Rounded
edges offer a friendly, approachable feel.
Consistent style across website, packaging, etc.
Fish
Explore an extensive catalog of sustainably sourced
fish, from popular picks to more challenging species.
Water treatment
Dive into conditioners, beneficial bacteria, and treatments
to keep your aquatic environment flourishing.
Substrate
Find the right gravel, sand, or specialty substrate to
enhance any aquarium environment.
Lighting
Shop aquarium lights designed to enhance coloration,
support plant growth, and create the perfect ambiance.
Plants & decor
Elevate your tank with plants, driftwood, rocks, and
ornaments to create a beautiful environment.
Aquariums
Discover tanks in all sizes and styles, including kits and
custom aquarium options.
FreshwaterAquarium.com
Moodboard
Graphics
Imagery
Usage guidelines
High-resolution realistic photos of
freshwater aquariums, fish (like
bettas, guppies, cichlids), plants,
and aquascapes should be used
across all channels to offer a
consistent brand style.
Backgrounds should be clean or
blurred to emphasize the subject
with soft natural lighting.
Images should resonate with the
core values: clarity, reliability,
growth, harmonious.
Primary
Hex: #026009
Secondary accent
Hex: #FFA733
Font
Hex: #E0E0E0
Social channels
Social Strategy
#FreshwaterAquariumDotCom
#TeamFreshwater
#AquariumExpertsOnline
Clean, branded, and direct
Community-focused
Reinforces authority and niche specialization.
Hashtags
Cadence: Daily
Inspire, showcase aquascapes, build a visual brand. Feature user-generated content incorporating branded hashtags.
Hashtag: #AquariumLife / #FishOfInstagram / #FreshwaterAquarium, #TeamFreshwater, #AquariumExpertsOnline
Cadence: Daily
Community and product education. Post aquarium care tips, promote blog content, and go live for Q&A sessions.
Hashtag: Use 3–5 per post – #FreshwaterAquarium / #AquariumTips / #AquariumExpertsOnline
Tik Tok
Cadence: 3–5x/Week
Viral content, quick tips, and visual tank inspiration.
Hashtag: #FYP / #FishTok #AquariumTok #AquascapeDesign #FreshwaterAquariumDotCom #TeamFreshwater
YouTube
Cadence: 1x / Week
Build authority through educational and how-to videos.
Hashtag: #FreshwaterAquarium / #AquascapingTips / #FishTankSetup
“X”
Cadence: 3–5x/Week
Share quick tips and updates. Tweet facts, product drops, user content.
Hashtag: #AquariumTips / #FishTankSetup
Thank You
Like the ecosystems we champion, this document is a living system
—growing, adapting, and getting a little more colorful over time. As
our brand grows and shifts, so will these guidelines—regularly
refreshed, never stagnant.
FreshwaterAquarium.com
Prepared By: NATV 04/2025