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WebFluence.

BRAND BOOK · v0.1
11 May 2026

Brand Identity System

CFS Ireland

Transparency in every transaction. The full visual and verbal system, ready to ship.

Prepared for

Aaron Kelly · Managing Director

By

WebFluence Digital

Version

v0.1 · 11 May 2026

02 · Contents

Brand Book Contents

A reference document for everyone who creates anything bearing the CFS Ireland name. Use it to keep every touch point coherent — signage, slides, social posts, invoices, the lot.

The Brand03

Voice & Tone04

Logo · Primary Lockup05

Logo · System06

Logo · Usage07

Color System08

Typography09

Imagery Direction10

Applications11

Voice In Use12

Process Appendix13

Contact14

03 · The Brand

Transparency in every transaction.

CFS Ireland redefines merchant services through clear pricing, honest advice, and solutions truly tailored to each business — free from hidden fees and conflicting agendas. We are the trusted advisor in a market built on opacity.

Archetype · Primary

The Sage

Brings clarity to a confusing market. Leads with knowledge and transparency. Helps businesses understand what they're paying and why. Knowledge is the product. Trust is the currency.

Archetype · Secondary

The Regular Person

Aaron is not a faceless corporation. He's a founder who answers the phone. This grounds the Sage in human accessibility — preventing it from feeling cold or academic.

Values

Transparency — clear pricing, no hidden fees. Specificity — tailored to your business, not a one-size template. Accountability — named contact, direct line, founder-led. Plain English — no jargon, no synergy, no fluff.

Not these archetypes

Not The Hero (too aggressive). Not The Rebel (too disruptive for financial-services trust). Not The Ruler (too corporate and authoritarian — that's AIB / Elavon territory).

04 · Voice & Tone

How we sound

CFS Ireland speaks like a knowledgeable friend who happens to know the payment industry — not a salesperson hitting quota. Direct, warm, grounded, specific. We state facts and let them land.

Always

clear · save · switch · honest · simple · direct · real · together · your business · you · transparent · settle

Never

solutions · leverage · ecosystem · optimise · synergy · streamline · processing · acquirer · interchange · ISO · PSP

Three principles

1 · Plain English, always. Every sentence should pass the test: 'Would a restaurant owner understand this in 5 seconds?'
2 · Confident, not salesy. No urgency tricks. No 'don't miss out'. State the problem, state the fix, let it land.
3 · Founder-led, first person. Aaron speaks when Aaron can. 'I started CFS Ireland because…' beats 'Our company was founded…'.

05 · Logo · Primary

Primary Lockup

The default mark. Use this in 80% of applications — website header, email signature, business cards, invoices, presentations. The navy tile carries the monogram; the wordmark anchors the geography; the strapline carries the promise.

06 · Logo · System

The full system

Six variants cover every context. Pick the one that fits the space, then the one that fits the contrast.

Horizontal

Stacked

Monogram

Icon

Monochrome

Reversed

07 · Logo · Usage

Clear space, minimum size, do & don't

Treat the mark with discipline. These rules keep it legible and consistent across every surface.

Clear Space

Always leave clear space around the lockup equal to half the tile height on every side. Nothing — text, image edge, frame — may enter that zone.

Minimum Size

Horizontal lockup: 120px wide digital / 30mm print.
Monogram / Icon: 40×40px digital / 8×8mm print. Below this, switch to the single-letter favicon variant.

→ DO

Use the Reversed variant on dark photography overlays. Use Monochrome for embroidery / fax / single-colour print. Maintain the tile + wordmark relationship — they were drawn together.

→ DON'T

Don't recolour the tile. Don't add drop shadows. Don't rotate the lockup. Don't stretch or condense. Don't place the lockup on photographs without the Reversed variant. Don't separate the tile from the wordmark in primary use.

08 · Color

Color System

Every brand colour with HEX (digital), RGB (digital), CMYK (offset print) and Pantone (spot). Use the codes that match the production medium. Pantone values listed are closest matches — verify with your printer before any print run.

Trust Navy

HEX #0F1F3D
RGB 15, 31, 61
CMYK 75, 49, 0, 76
PMS 296 C ★

CFS Teal

HEX #0E7C7B
RGB 14, 124, 123
CMYK 89, 0, 1, 51
PMS 7716 C ★

Warm Canvas

HEX #F4F6F9
RGB 244, 246, 249
CMYK 2, 1, 0, 2
PMS Cool Gray 1 C ★

Surface White

HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
PMS — (paper)

Hairline

HEX #E2E8F0
RGB 226, 232, 240
CMYK 6, 3, 0, 6
PMS Cool Gray 2 C ★

Teal Dark (links)

HEX #075F5E
RGB 7, 95, 94
CMYK 93, 0, 1, 63
PMS 7717 C ★

★ Closest Pantone Solid Coated match — verify against a physical Pantone book with your printer before final approval.

09 · Typography

Type System

One family, used precisely. Inter from Google Fonts — free, highly legible, the de-facto standard for modern B2B. 700/900 weights with negative tracking carry the editorial display feel; 400/500/600 handle body and UI.

Inter · 900 · 56px / -2.5px tracking · Display XL — homepage hero only

Transparency in every transaction.

Inter · 700 · 36px / -1.5px tracking · Display LG — page heroes, section openers

Talk to Aaron directly. No call centres.

Inter · 600 · 22px / -0.5px tracking · Headline — card titles, sub-section openers

Most businesses are paying more than they should.

Inter · 400 · 14px / 0 tracking / 1.55 line-height · Body — running copy

We review your current statement. We tell you exactly what you're paying. We tell you exactly what we'd charge. You decide. No pressure, no contract trick, no hidden fees.

Inter · 600 · 11px · 0.15em uppercase · Eyebrow — section labels

Merchant Services · Hospitality

10 · Imagery

Imagery Direction

CFS Ireland's visual identity depends on authentic imagery. The brand differentiation lives in feeling human and real — generic stock is the fastest route to looking like every other faceless payment company.

→ DO

Real Irish SME environments — restaurant dining rooms, clinic reception desks, pub bars, hotel lobbies. Genuine owner-operator energy. Real product (card terminals, mobile devices) in context. Natural lighting. Aaron's photo on the About page — full-width, no stock, no team-of-strangers framing.

→ DON'T

Suited businessman handing a card machine to a customer. Generic 'handshake over a desk' photos. American-coded environments (US street signs, US interiors). All-white sterile office settings. Any image that could appear on a competitor's site. Stock 'team' photos that hide Aaron behind a corporate mask.

Founder visibility

71% of B2B SME service clients say 'knowing who I'm dealing with' is a top trust factor (Bain 2023). Aaron is the product differentiator. Every page must show him or reference him. Hiding him loses the biggest conversion lever the business has.

11 · Applications

In the wild

How the system holds up across the surfaces a real business uses every day. SVG-rendered variants shown live; raster mockups marked PENDING are ready for photoreal generation.

Pending raster

Business Card · Front

85×55mm · 350gsm uncoated · CMYK + spot teal · 3mm bleed

Pending raster

Card Terminal Sticker

40×40mm circular die-cut vinyl · 5yr outdoor rating

Email Signature

540px max · inline HTML · Gmail / Outlook / Apple Mail compatible

LinkedIn Banner

1584×396px · navy + canvas split · reversed lockup

Favicon Set

16 · 32 · 64 · 180 · 192 · 512 (maskable) · single-letter at 16/32

Pending raster

Signage · Office / Reception

300×210mm brushed aluminium · concealed standoffs · UV-laminate

12 · Voice In Use

How it reads on the page

The same voice applied at three scales — homepage hero, founder paragraph, call-to-action. Note: no exclamation marks, no urgency, no jargon. Just direct sentences that land.

Homepage hero

We'll show you exactly what you're paying — and exactly what you could save.

Most Irish businesses are overpaying on card processing. We'll review your current statement for free, tell you what we'd charge, and let you decide. No pressure, no hidden fees, no call centre.

Get a free rate review

Founder paragraph · About page

I started CFS Ireland because I got tired of watching good businesses pay too much and get too little in return.

Banks treat small merchants like low-priority accounts. Aggregators hide their fees in jargon. I built CFS Ireland to be the opposite: clear pricing, a named contact, a direct line. If your terminal breaks at 7pm on a Saturday, you call me. — Aaron Kelly, Founder

Hospitality page CTA

Settled by midnight. In your account by morning.

Hospitality runs on cash flow. We process card payments faster than the big providers — your end-of-night sales clear to your account by the next business day, not three.

See your potential saving

13 · Process

Concepts we considered

Four alternate directions explored during Phase 1. Kept here as a record of the decision and as a starting point if the brand evolves over time. The chosen direction (Stacked Tile Combination) was selected for its institutional readability and B2B-partnership weight.

C1 · Bracket Container · Monogram

C2 · Geometric Wordmark · Wordmark

C4 · Conclave Converging · Abstract

C5 · C Lettermark · Lettermark

14 · Contact

Questions on this brand book?

CFS Ireland

Aaron Kelly

Managing Director
aaron.kelly@cfs-ireland.com
+353 85 156 2207
cfs-ireland.com

Conclave Financial Services Limited · Dublin, Ireland

Designed by

WebFluence Digital

Dusan Walla · Founder
dusan@webfluence.digital
+353 87 232 99 76
webfluence.digital

Asset Index

Editable SVG logo system and brand application source files delivered alongside this PDF. Records live in the CFS Ireland Airtable base (appIMUiHcPkDrNiaw) under Logo System (6 variants) and Brand Applications (6 mockups).

Produced by the brand-identity-studio agent squad — a WebFluence Digital tool that takes a brand foundation and produces a complete identity system end-to-end. This is the first deliverable of its kind from this studio. v0.1 · 11 May 2026.