# eToro Brand Book — Extracted Notes
*Source: etoro-brand.pdf (43 pages, extracted 2026-03-30)*

## Colors — Exact Values

### Primary Palette

| Name | Hex | RGB | CMYK | Pantone |
|------|-----|-----|------|---------|
| **Green** | `#13c636` | R19 G198 B54 | C72 M0 Y98 K0 | Pantone 802 |
| **Dark Blue / Navy** | `#000021` | R0 G0 B33 | C86 M80 Y56 K75 | Pantone 296 C |
| **Light Blue** | `#c0e8fd` | R192 G232 B253 | C22 M0 Y0 K0 | Pantone 115-3 C |
| **White** | `#ffffff` | R255 G255 B255 | C0 M0 Y0 K0 | — |

### Secondary Palette

| Name | Hex | RGB | CMYK | Pantone |
|------|-----|-----|------|---------|
| **Turquoise** | `#6bf5c0` | R107 G245 B192 | C47 M0 Y39 K0 | Pantone 134-3 C |
| **Pink Pop** | `#f887cc` | R248 G135 B204 | C4 M57 Y0 K0 | Pantone 80-4 C |
| **Tangerine** | `#e96e14` | R223 G110 B20 | C4 M69 Y100 K1 | Pantone 30-8 C |
| **Yellow** | `#f7b42c` | R247 G180 B44 | C2 M32 Y95 K0 | Pantone 14-7 C |

> Secondary colors used in moderate amounts for: icons, gradients, highlighting only.

### Logo Color Rules
Logo may appear in: **green, white, or navy ONLY**

Approved pairings:
- Green background → White logo
- Light blue background → Navy/Dark Blue logo  
- White background → Green logo
- Navy/Dark background → Green logo
- Orange/Tangerine background → White logo
- Pink Pop background → White logo
- Turquoise background → White logo

---

## Typography — Confirmed Font Names

Three dedicated eToro custom fonts (referenced in brandbook):

| Role | Font (Brandbook Name) | Also Referenced As | Usage |
|------|----------------------|-------------------|-------|
| **Super Hero / Display** | eToro Compressed Font | Tusker Grotesk lineage | Signage, mastheads, banners — UPPERCASE ONLY |
| **Main Type / Body** | eToro Font | Madera lineage | All body copy, H1, H2 — sentence case only |
| **Numerals** | eToro Numbers Font | DIN lineage | Numerals only — geometric, minimalistic |

### Key Typography Rules (exact from brandbook)
- Super Hero / Compressed: **UPPERCASE ONLY**, combine bold and thin weights for dynamic contrast
- Main Type: **sentence case ONLY** — never all-caps
- Numbers font: **numerals only**
- Minimum banner font sizes: Madera **11pt** minimum, Tusker **16pt** minimum
- For new work: use `eToro Variable` family (the unified variable font) — do NOT fall back to legacy `Tusker`, `Madera`, or `DIN OT`

### eToro Variable Type Scale (from design system)
| Style | Size/Leading | Weight | Notes |
|-------|-------------|--------|-------|
| Cover Header Light | 140/130 | Regular Compressed | Letter-spacing 1 |
| Cover Header Heavy | 140/130 | Bold Compressed | Letter-spacing 2 |
| Cover Subtitle | 28/36 | Regular or Bold | — |
| H1 | 32/40 | Regular or Bold | — |
| H2 | 24/30 | Regular, Medium, or Bold | — |
| H3 | 38/46 | Medium | — |
| Body | 19/28 | Regular or Semibold | — |
| Cards/Labels | 10–12/14 | — | — |

---

## Logo

### Description (exact quote)
> "Our logo presents the eToro name with strong yet friendly typography. The non-serif lettering, with its crisp lines and mostly rounded edges, lends a futuristic air and powerful presence."
> "In addition to the positive financial symbolism, our signature horns convey a spirited confidence and daring."

### Clear Space Rule
- Unit: the lowercase **"e"** from the eToro logotype
- Minimum: **one "e" height and width** on all four sides
- Applies to: all media — print, digital, static, animated, large, small format

### Tagline / Sub-brand Rule
- Sub-brand compositions (e.g., "eToro academy") require **HQ permission**
- Available in horizontal and vertical compositions
- Both shown on white and green backgrounds

### Forbidden
- Tilting, stretching, italicising, redrawing, or typesetting the logo manually
- Non-approved logo colors
- Tagline usage without HQ approval

---

## Mission, Vision, Values

### Vision
> "We envision a world where everyone can trade and invest in a simple and transparent way."

### Mission
> "It is our mission to open the global markets, connect you to leading investors and give you the tools you need to grow your knowledge and wealth."

### Origin
> "eToro was founded in 2007 with the vision of a world where everyone can trade and invest in a simple and transparent way."
> "Today we have over 32 million registered users from more than 100 countries."

### Brand Values
1. **Keeping it simple** — *"remove barriers and make online trading and investing accessible to everyone, simpler and more transparent"*
2. **Constantly innovating** — *"founded to disrupt traditional finance and innovation is in our DNA"*
3. **Better together** — *"You are not alone. You are a part of a growing global community. There is a power in shared knowledge."*

---

## Iconography
- Style: **clean, rounded flat** — single color
- Format: **sticker-style circular** background with white line-art icon
- Can be placed on any background
- Categories include: community, search, documents, security, globe, handshake, settings, currency, marketing, alerts, banking
- Asset logos: circular sticker, logo centered, sticker background matches original logo background — **use exactly as appears on eToro platform** (legal constraint)

---

## Banner Specifications

| Rule | Spec |
|------|------|
| CTA shape | Capsule (fully rounded short ends) |
| CTA max copy | 3 words in English |
| CTA padding | Half font size (e.g., 16px font → 8px top/bottom padding) |
| Min font: Madera | 11pt |
| Min font: Tusker | 16pt |
| Text alignment | Follows logo alignment (left→left, center→center) |
| Standard sizes | 160×600, 300×250, 970×250 |
| Disclaimer | Required — small, readable, region-appropriate |

### Standard Banner Anatomy
1. eToro logo (top)
2. Main message (Madera)
3. Secondary headline (Tusker Grotesk, bold)
4. CTA button (green capsule, white text)
5. Disclaimer (small, Madera, green)

---

## Photography

### Lifestyle
- Friendly and appealing imagery
- Real people in relatable environments
- Creates sense of community, inviting
- Culturally inclusive, diverse international audience
- Photography angles: moderate to surprising (varied)

### Technology
- People-focused (not device-only)
- Candid, authentic feel
- Organic/relaxed device usage
- Natural lighting, casual daywear
- Diverse age range

---

## Video

### Footage
- Authentic, friendly people in relatable settings
- Dynamic typography overlays

### Animation
- Style: *"fluidity of the financial space, adding elements of playfulness and excitement"*
- Intros: typographic titles over eToro color palette
- Outros: logo centered on green gradient background
- Range from simple GIF to advanced animation

---

## App Screen Guidelines
- Show one feature at a time
- Rounded corners on all device frames
- Generic devices only — no manufacturer logos
- Popouts can be layered for visual richness
- Positive P&L: green text | Negative P&L: red/pink text

---

## Social Content

### Required on all financial posts
- "Capital is at risk"
- "Other fees apply" (where relevant)
- AFSL 491139 + PDS/TMD for Australian market
- Educational disclaimer where applicable

### Design
- Logo: top-center or top-left on all posts
- CTA: pill shape, centered, 3 words max
- Backgrounds: solid fills (green, orange, black, yellow, pink, dark navy)
- Highlight key words in contrasting colors within headlines
- App mockups: use to showcase product features
- Data/stats combined with visual storytelling

---

## Brand Voice
- **Confident**, not arrogant
- **Approachable**, not dumbed-down
- **Modern**, not slang-heavy
- **Empowering**, not preachy
- Active voice, short sentences, direct address, benefit-led framing
- Simple and direct CTA language
- Action-oriented: "Start Trading", "Get Started", "Join eToro", "Own 60+ Cryptos"

---

## Regulatory Disclaimers (observed in banners)

- "Your capital is at risk."
- "Crypto assets are unregulated & highly speculative. No consumer protection. Capital at risk."
- "79% of retail investor accounts lose money when trading CFDs with this provider."
- "US brokerage services through eToro USA Securities Inc, member of FINRA, SIPC. Cryptoassets through eToro USA LLC."
- "eToro AUS Capital Ltd ACN 612 791 803 AFSL 491139"

---

## Brandbook Structure (full navigation)
1. About
2. Visual Core
   - Logo (Color, Spacing, Tagline)
   - Colors
   - Typography (Super Hero, Main Type, Numerals)
   - Iconography (Icons, Logos)
   - Photography (Lifestyle, Technology)
   - Video (Footage, Animation)
   - App Screens (Still, Animation)
3. Club
4. Guidelines
   - Emails
   - Landing pages
   - Inner pages
   - Social
   - Banners (Masters, Animated, Disclaimers)
   - Video
   - Print
5. Content
6. Resources (eToro Logo, Presentation template, Email Signatures)
