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LeasePoint brand standards · web

The financing that closes in the room.

LeasePoint is the embedded finance partner for medical, aesthetic, and wellness device makers. The brand should feel precise, calm, and certain: an instrument for the transaction, not decoration around it.

01 · Overview

Built to feel like an instrument

The production website brings the standards to life through one controlled visual language for vendor programs, buyer application, and partner visibility.
1

Precision over persuasion

Show the number. The number is the argument.

2

Restraint signals competence

Nothing decorative gets color.

3

The document is the product

An offer card and payment schedule are brand surfaces before any logo page.

Light groundApply, Partner, marketing, contracts

Use light surfaces where a customer commits money or reviews terms.

Dark groundSignal and staff dashboards

Use dark surfaces for operator instruments. The split is functional, not stylistic.

03 · Color

Four colors carry meaning

Everything else is neutral. No marketing flourish may impersonate a status color.
Teal#00413d

Brand spine, primary action, and wordmark.

Emerald#10b981

A decision landed or funded. Nothing else.

Indigo#5e6ad2

Interaction, selection, and focus.

Amber and red#f59e0b / #ef4444

Status fills paired with accessible status text.

In-Room Light neutrals

Text#0a0a0aSecondary#525252Border#e5e7ebSurface 2#f4f4f5Canvas#fafafaSurface#ffffff
Retired

Spring green, olive, and Poppins no longer carry the LeasePoint brand. Teal owns brand actions; emerald keeps one decision meaning.

04 · Typography

Two cuts of Inter, three jobs

Inter Display 600 carries headlines at 24px and above. Inter 400, 500, and 600 carries everything else.
display · 48/52$1,284 per month
h1 · 32/38Your terms are ready
h2 · 24/30Payment schedule
h3 · 19/26Term options
body · 16/26Your payment starts in month 4. The deposit is returned when the term ends.
label · 13/16Monthly payment
Tabular figures$1,110.41$918.27$11,845.00
Hard rules
  • Weights 400, 500, and 600 only
  • Negative tracking on display only
  • Uppercase labels only for eyebrows
  • Customer-readable copy never below 14px
  • Every rate, term, amount, and date uses tabular figures

05 · Iconography

There is no decorative icon system

Meaning comes from type, color roles, and 1px structure. Use the small sanctioned glyph set only when a control needs it.
Status dot

7 to 8px and always the raw status color.

Radio

17px with an indigo selected ring.

✓Checkbox

A compact white check on indigo.

⌄Chevron

Current color, light stroke, and always beside a word.

When unavoidable
  • One functional glyph per control
  • Current color for non-status glyphs
  • 16px inline or 20px standalone
  • Visible text must carry the meaning
Avoid
  • Decorative feature-icon grids
  • Filled or duotone icon styles
  • Color used as decoration
  • An icon without a text label

06 · Photography

The device as instrument

Use real devices, real rooms, and real operating moments. Color comes from the subject, never from a grade.
Precision medical imaging equipment shown with hard light and visible engineering
EquipmentThe device as an instrumentThe machine is the hero. Crop close enough to show the mechanism, controls, and engineering.
Veterinary treatment room with diagnostic equipment ready for use
EnvironmentThe room, empty or workingShow the setting before or after the procedure. Let the equipment and room carry the story.
Equipment finance team reviewing a program during an active working session
OperationsOperators, mid-taskWorking, not posing. Eyes on the document, screen, equipment, or responsible next action.
Treatment
  • Cool or neutral white balance
  • High contrast and deep blacks
  • Documentary framing with real depth
  • Tight crops on controls, handpieces, and displays
Avoid
  • Smiling clinician stock
  • Handshakes, growth arrows, and skylines
  • Warm filters and lifted shadows
  • Generated devices or fake product interfaces

07 · Voice and messaging

Direct, calm, useful

Write like a senior credit analyst: plain words, short sentences, the number first, and the responsible next action.
Principles
  • Lead with the number, date, or blocker
  • Use second person and sentence case
  • Name payment, deposit, and term plainly
  • State what something is not when that is the live confusion
  • Put warmth at the signature moment, not in operating copy
Boundaries
  • Promise or imply a credit outcome
  • Hide internal vocabulary in customer copy
  • Use vague journey language
  • Add exclamation marks to product copy
  • Apologize for a controlled process
Message rewrite examples
Instead ofWrite
Great news. Everything is complete.Your terms are ready. Review and sign to fund.
Unlock a seamless financing experience.Financing that closes while the rep is still in the room.
One connected path.The real noun: application, workflow, program, decision process, or transaction.

08 · Taxonomy

One masterbrand, three products

A surface earns a name only when it has a distinct user and a distinct job. The masterbrand stays present.
SignalDark ground

Seller guidance and one permitted next action inside the sales motion.

ApplyLight ground

The secure front door for a business buyer to provide required application information.

PartnerLight ground

Role-based milestone visibility for approved vendor users without applicant-file exposure.

Funding Concierge

A human service layer around the transaction, not a fourth product.

Naming rule

One short, concrete English noun. Never the mechanism, a journey metaphor, or a promise of outcome.

01ReferIntroduce
02LaunchProve
03CoreScale
04FlexStructure

09 · Claims rules

Every claim has an owner, a source, and a date

If a claim is not in the governed register, use qualitative language or open a review item. Never publish remembered numbers.
Deny list
  • Unsupported speed or timeline claims
  • Blanket funding or outcome statements
  • Illustrative success states that imply a result
  • Rates, payments, terms, or eligibility without the required context
Defensible proof
  • $400M+ equipment financing delivered
  • 2023 Inc. 5000 No. 180
  • Founded 2016 in Austin, Texas
  • Program evidence with an owner, definition, source, and verification date
Permitted illustrative mid-states
In reviewDecision availableUnderwriting completeTerms document generated

Emerald appears only at the actual customer decision moment in a real product surface.

10 · Components

Geometry, states, and the decision card

Depth comes from 1px structure. Selection is indigo. A landed decision is emerald. Options expand in place and never reorder.
4 / 8 / 12pxControls, cards, and media radii
1pxThe only border weight
40pxControl height, with 44px touch targets
1080 / 66chPage and prose widths
Download assetsSee the product system
FundedAction neededExpiredIn review
Medical equipment systemFinancing by LeasePoint
Equipment price
$28,900.00
Sales tax
$2,384.00
Amount financed
$31,284.00

Choose your term

12 monthsIllustrative rate$2,607/mo
24 monthsIllustrative rate · 3-month deferral$1,602/mo
$99$99$99$1,602$1,602
36 monthsIllustrative rate$1,004/mo

Options shown are illustrative and are not an offer of credit.

The decision-card pattern
  • One dominant figure
  • Options expand in place
  • Selection is indigo
  • Every figure is verifiable
  • The disclosure travels with the card

11 · Co-branding

The OEM leads; LeasePoint governs the numbers

On embedded surfaces, the equipment maker leads the header. LeasePoint stays smaller and quieter, then governs the numbers, controls, and disclosure.
OEM wordmark
Financing by LeasePoint
Use
  • Let the OEM mark lead
  • Align both marks on one baseline
  • Use clearspace or a 1px separator
  • Keep LeasePoint at 60 to 70 percent of the OEM cap height
Avoid
  • Stack the marks
  • Join the marks with a slash or multiplication sign
  • Compete with the OEM on color
  • Use emerald for the LeasePoint byline

12 · Downloads

Production-ready assets and tokens

Use these production files. Do not hand-copy token values or rebuild a logo from a screenshot.
Horizontal colorPNG for light groundsDownloadHorizontal reversedPNG for dark groundsDownloadVertical colorPNG for square placementsDownloadSymbol colorPNG for approved uses at 32px and aboveDownloadSymbol inkPNG for one-color light-ground useDownloadSymbol whitePNG for one-color dark-ground useDownloadColor tokensCSS custom propertiesDownloadTypography tokensCSS type ramp and font rolesDownloadSpacing tokensCSS spacing, radius, and elevationDownload

LeasePoint brand standards v2.0 · August 2026. New photography, claims, and product names require review before shipping.