Brand style guidelines

Last updated May 2026

Brand principles

We are modern, fast and effortless

Insurance is often a low interest category. Steadily makes landlord insurance easy, fast, and stress-free through technology.

Our brand feels bespoke

We avoid anything that feels corporate, outdated, or stock. Our brand aesthetic and illustrations are custom, distinctive and represent a handcrafted experience.

We really love landlords

Steadily was founded by landlords and real estate investors who truly understand the effort it takes to build and manage rental properties. We believe in protecting that hard work with the right insurance that’s built for their needs.

We insure landlords and the doors they open.

The Steadily voice

Do use the following phrasing:

  • Steadily is one of the best-rated landlord insurance services in America.
  • Steadily is a modern online insurance service for landlords.
  • Steadily helps get property and liability insurance for landlords.
  • Steadily can provide great rate quotes in just a few minutes for rental properties.
  • Steadily can assist landlords by gathering multiple quotes to compare costs and coverages with multiple carriers.
  • Steadily agents exclusively work with landlords and can help find the right coverage for your investment property.

Don't use the following phrasing:

  • Don’t refer to Steadily as an “Insurance Company” as we are an “Insurance Service” according to the Department of Insurance.
  • Don’t refer to Steadily as “the best” due to FTC advertising and marketing guidelines.
  • Don’t use “Steadily covers… (insert specific coverages)”  Instead, say, “Landlord Insurance covers…” damage to rental properties, fire & smoke damage, legal and medical expenses, loss of rental income, etc.
  • Don’t refer to Steadily as having the most competitive rates in the US or specific rate details.

We are helpful, confident and friendly.  We don’t use scare tactics to sell insurance.

Approved sentiment copy

Brand fonts

Our primary brand fonts are Gascogne Serial for headings, supported by Public Sans for body. Gascogne Serial is exclusively used by the internal Steadily marketing and design team and should be used when available.

Note: When the brand font Gascogne is not available, the next appropriate font to use is Public Sans for both Headings and body copy.

Public Sans is open source and available in the G Suite. It can be found here:
fonts.google.com/specimen/Public+Sans

Title font

Gascogne Serial Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Copy font

Public Sans

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Semi-bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Semi-bold, all caps (lead-in)

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Case style

To maintain consistency across the Steadily brand visual communications we apply sentence case across all of 
our headings.

Note: Title lead-in should always be purple, are not mandatory and are only necessary when additional context is required.

Full capitalization is reserved only for lead-in titles.

Do this:

Who is Steadily?

One of the best-rated landlord insurance services in America

Don't do this:

Who is Steadily?

One of the Best-Rated Landlord Services in AMERICA

Steadily wordmark

Download Wordmarks

White wordmark on purple

Purple wordmark on white

White wordmark on black

White lockup on purple

White lockup on black

Purple lockup on white

Logo usage guidelines

Logo anatomy

Understanding the key elements of the Steadily logo helps maintain consistency.

Clear space

Always maintain adequate clear space around the logo for optimal visibility.

Don'ts

Do not add additional imagery

Do not use in a sentence

Do not use unapproved colors

Do not use unapproved lockups

Do not use outlines

Do not use drop shadows

Do not modify opacity

Do not modify or customize

Do not use with busy backgrounds

Do not stretch or condense

Do not frame or encapsulate

Do not tilt or rotate

Logo group

In some instances, the Steadily logo may be presented alongside another company's logo.

Display the logos side by side with a 'plus' icon between them. When on a dark approved color, like purple or black, use white logos with a lighter icon. When on white or another approved background color, use the Steadily purple with a lighter purple icon and maintain the original color of the other logo.

Brand colors

Purple

Steadily Purple

#6C1D72

Purple 1

#E1CFE6

Purple 2

#B38CCB

Purple 3

#6C1D72

Purple 4

#310148

Paper

Paper 1

#FBF7F5

Paper 2

#EDE7E6

Paper 3

#D0C5C4

Paper 4

#252523

Text

Text 1

#FBF7F5

Text 2

#AFADAA

Text 3

#5B5B5A

Text 4

#252523

Gold

Gold 1

#F5E3D2

Gold 2

#EECFB0

Gold 3

#DBA061

Blue

Blue 1

#CDCEE2