soapboxUpdated 16m agoBrand Guidelines
Everything needed to represent Soapbox consistently: logo, color, type, and voice. Every asset on this page is downloadable. When in doubt, keep it plain and let the numbers speak: the brand is a measurement, not a megaphone.
Download assets
Transparent PNGs at the sizes most uses need. The 1024px logo is the master; scale down from it, never up.
Logo
The mark is a wooden crate: the literal soapbox you stand on to be heard. It pairs with the lowercase wordmark soapbox, set in Protest Strike with the two-color split. Use the mark alone where space is tight (avatars, favicons) and the full lockup everywhere else.
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The wordmark is a real asset: the SVG is outlined (no font needed), and the PNG is transparent. Use these rather than retyping "soapbox" in Geist yourself.
Do
- Use the downloadable wordmark (SVG or PNG), do not retype it.
- Keep clear space around the mark of at least the crate's own height.
- Use the transparent PNG so it sits on any background.
- Scale the mark and wordmark together, proportionally.
- Minimum mark size 24px (favicon) or 32px in a header.
Don't
- Recolor, outline, or add shadows to the crate.
- Stretch, skew, or rotate the mark.
- Place it on a busy image without a contrast plate.
- Rebuild the wordmark in a different typeface.
The needle
The Index needle is the signature visual of the product: a half-circle gauge from L 10 to R 10, the arc graded blue on the left through neutral to red on the right, with the needle resting at the current Soapbox Index. It carries the whole idea in one glance: one scale, one number. Keep blue on the left and red on the right, always.
Color
Two palettes, kept separate on purpose. The brand colors belong to the wordmark and identity. The data palette is semantic and never decorative: red is always right, blue is always left, gray is neutral. Click any swatch to copy its hex.
Brand
Data and lean (semantic)
Neutrals
Typography
Two typefaces, each with one job. The wordmark is set in Protest Strike (a heavy display face) and is used only for the logotype. Everything else, headings, body, and data, is Geist Sans (also on Google Fonts as "Geist"). Numbers in any data context use tabular figures so columns line up.
Voice and copy
- Name. Write "Soapbox" with one capital S in prose, and the domain as "soapbox.media". The wordmark itself is stylized lowercase. Never "SoapBox" or "Soap Box".
- Tagline. Voice, reach, and influence in political media, measured.
- Tone. Factual and measured, with no hype near the math. The Index is a measurement, not an opinion. State what the data shows and link to the source.
- No em dashes. A hard rule across everything Soapbox publishes, captions included. Use commas, colons, parentheses, or a spaced hyphen ( - ) instead.
- Keep the color meaning. In any chart, slide, or graphic, red stays right and blue stays left. Do not swap them for visual variety.
Using the brand on social
For stat slides and carousels: lead with one clear number, set in Geist with tabular figures. Use the data palette for the data (red right, blue left, gray neutral) and the neutrals for everything else. Place the transparent crate or full lockup in a corner with clear space around it, and attribute with "soapbox.media". Keep backgrounds simple so the number, not the decoration, is the message.
Need a format that is not here (vector, a one-color version, a specific social size)? Those can be produced from the master on request.