✕ Don't distort or stretch
How Enclave Is Made
Brand Guide
Everything required to represent Enclave well — what the firm is, how it sounds, and how its marks are used. Read this before producing anything that carries the name.
01 — Foundation
Who we are
Enclave Private Wealth is an independent Canadian investment firm. We serve a deliberately small number of families and entrepreneurs, and we keep it that way by design — relationships built carefully, over long periods, with the same people.
We are registered with the Ontario Securities Commission as a Portfolio Manager and Exempt Market Dealer. We are not a bank, and we are affiliated with no fund manufacturer. We answer to the clients we serve, and to no one else.
We manage our clients' capital as we manage our own, because we hold the same positions ourselves. That is not a marketing point. It is how the firm is built.
The name
An enclave is a protected place, set apart. The word is a commitment, not an image: capital stewarded with discipline, kept clear of the noise, held to the standard we apply to our own.
Private wealth, personally managed.
What we are
- An independent firm, owned by the people who run it
- A Portfolio Manager and Exempt Market Dealer
- A co-investment practice — we hold what our clients hold
- Small by design, and intent on staying that way
What we are not
- A fintech. We do not democratize, disrupt, or simplify.
- A retail brokerage. We do not push product.
- A bank division. No approved list, no parent institution.
- Urgent. Scarcity tactics are beneath us.
02 — The Voice
How we sound
Our clients have been pitched to for decades; they detect a sales script within a sentence. We speak with the quiet authority of a firm that does not need to raise its voice. How we sound is not a style we adopt — it follows from how the firm works.
Measured
We don't rush — in writing or in counsel. A sentence earns its place the way a decision does: only when it's needed.
Protective
We write as a firm that guards its clients before it grows, because that is the order we keep — not a posture put on for the page.
Peer-to-peer
We speak to equals, because our clients are. We assume intelligence rather than explain down to it.
Inviting
We invite rather than sell, because the firm is built that way — relationships begin by introduction, not pursuit.
Restraint
We don't deal in urgency, superlatives, or promises about returns — that is the register our clients have spent decades tuning out. Plain words do most of the work; where a precise term is needed, we explain it rather than hide behind it. The measure we hold to is a quiet one: would a private banker at a top-tier institution say it this way?
The words we reach for
| We say | Not |
|---|---|
| Capital stewardship | Money management |
| Co-investment alignment | We eat our own cooking |
| Invitation to connect | Book a call / sign up |
| Selective client relationships | Limited spots available |
03 — Logo & Usage
The marks
The wordmark is the primary signature. It carries the firm on every touchpoint. The tagline lockup — wordmark with "Private Wealth" — is used where the firm is being introduced for the first time. The icon stands alone only where space genuinely demands it: avatars, app icons, favicons.
One rule governs all of it: contrast and air. The ink mark sits on light grounds; the paper mark sits on the night ground. Never the reverse. Always leave clear space around the mark equal to the height of the wordmark's cap height.
Primary lockup
Clear space & minimum size
Clear space
Keep a margin around the mark at least as tall as the cap height of the wordmark. Nothing — type, rules, image edges — enters that zone.
Minimum size
Never reproduce the wordmark below 120px on screen or 32mm in print. Below that, use the icon instead.
What not to do
✕ Don't recolour the mark
✕ Don't put the paper mark on light
✕ Don't rotate or add effects
04 — Downloads
Logo files
Full asset package. Every lockup in both grounds — master SVG and transparent, high-resolution PNG — bundled in one download, cropped tight for placement alongside other marks.
Download all (.zip)
SVG is the master format — infinitely sharp, correct for web and print. PNG (transparent, high-resolution) is for documents that cannot place an SVG, such as Word or PowerPoint. Never use JPG for the logo.
05 — Colour
The palette
Paper is the ground. Ink is the type. Bronze is earned, never decorative. A single dark ground — night — survives as meaning, reserved for moments that warrant weight. Never pure black, never pure white.
Paper ground
06 — Typography
One typeface
Newsreader sets everything — headlines, body, and labels alike. A single serif, used across its weights and its italic, gives the brand the unhurried, editorial register of a printed letter rather than a brochure. Italic carries emphasis; uppercase carries labels.
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 & ., — “ ” ‘ ’
Newsreader — variable, 200–800, roman & italic. Old-style numerals by default.
The scale
Display
.display
Personally managed
Heading 1
.t1
Who we are
Heading 2
.t2
The whole picture
Heading 3
.t3
Co-investment alignment
Lede
.lede
An independent Canadian investment firm.
Body
body
We manage our clients' capital as we manage our own, because we hold the same positions ourselves.
Label
.label
Independent Private Wealth
07 — Imagery
Photography & texture
Imagery is sparse — at most one photographic band per page. The house grade lives in the system, not the files: any image inherits a muted, warm treatment, so photographs read as printed plates rather than stock.
Avoid the obvious tropes — handshakes, coins, charts, skylines of glass towers. Reach instead for restraint: landscape, architecture, material, light. Portraits sit in a 4:5 frame, cropped to the upper body, with the same muted grade.
House grade
Photographic: saturate(0.62) sepia(0.08) contrast(0.97). The paper grain — a fine fixed noise — sits over the whole page so the ground reads as stock, not a hex value.
The approach
The firm's quiet signature: nested enclosures, each with a single opening, the gate turning a quarter-turn each ring so the way in winds toward a protected centre. Used large, faint, and off-canvas — never as a busy decorative element.