Ideal Exit — Brand Hub

01 · Overview

A market that runs the wrong way round.

Traditional brokers charge a five-figure retainer, take months to find a single buyer, then hand over a take-it-or-leave-it offer. The owner carries all the risk. Ideal Exit does the opposite: we carry the cost, run a competitive process, and only get paid when you complete.

£0

Retainer

Success fee only, on completion.

2.5×

Uplift

A competitive process typically lifts the top offer above the lowest.

60

Days

To real offers, from valuation.

Competition

More bidders, higher price. We manufacture real competition between funded buyers.

Alignment

We only get paid when you sell. Your outcome is our fee. No retainer, no risk to you.

Speed

Time kills deals. We move in weeks, not the 12 to 18 months a traditional sale takes.

Confidentiality

Buyers see your identity only after they sign an NDA. Due diligence runs in a secure data room.

Signature line

Find buyers for your business.

The one codified line. Support it with: No retainer, success fee only.

Who we serve

SME owners£1M–£30M turnover, considering an exit.

Funded buyersVetted, across our sector network.

The teamProducing consistent assets on brand.

02 · Colour palette

Paper, graphite, and signal blue.

A light-only system. Paper and Paper-2 are the grounds, graphite ink carries the text, and Signal Denser blue is the single accent family, with Bright as a highlight-only tone. No gold, no dark theme. Click any swatch to copy its hex.

Core palette

Light tokens · locked

Contrast (WCAG 2.1 AA)

Pair	Ratio	Grade

Usage rules

Signal Denser blue is the only accent. Never a large background fill.
Bright blue is a highlight-only tone. Use sparingly, never for body text.
No pure black, no pure white. Use ink-strong and paper.
Graphite ink carries the I of the mark and fine rules.
The identity is light-only. Never introduce a dark ground.

03 · Typography

Three typefaces. The accent word is the signal.

Inter for headings and body, Newsreader italic reserved for pull quotes, JetBrains Mono for labels and figures. The wordmark uses wide letter-spaced Inter caps; a single blue accent word is the signature move in running headlines. Use it once per headline, never more.

Display · Inter 800 · clamp(2.6rem, 5.2vw, 5.4rem)

Find buyers for your business.

Wordmark · Inter 600 · tracking 0.12em · two-tone

IDEAL EXIT

Body · Inter 400 · line-height 1.6

We run a competitive process across a network of funded, vetted buyers, so your business sells for more. A traditional sale often takes 12 to 18 months. We work to beat that, and you stay in control of every offer.

Eyebrow / label · JetBrains Mono · uppercase · 0.16em · signal blue

The difference · Sectors · Case studies

Font sources · Google Fonts

Inter — 400 / 500 / 600 / 700 / 800
Newsreader — italic 400 / 500
JetBrains Mono — 400 / 500

Rules

Wordmark is always caps, tracking 0.12em, IDEAL graphite / EXIT blue.
Headlines are Inter 800, letter-spacing -0.03em.
One blue accent word per headline. Never two.
Body measure never exceeds 66 characters.
All-caps is for the wordmark, labels and figures only, never body.

04 · Logo & lockups

The IE mark.

A detached graphite pillar I reads as a threshold, the doorway out; three tapered blue chevrons form the E and carry the value. On paper the I is always graphite, the E always Signal Denser blue. On a primary or dark ground, the inverse mark renders solid paper. Use the standard mark at display sizes and the compact mark below 24px. Downloads sit under each lockup.

Horizontal · on-paper

SVG

Horizontal · on-primary (inverse)

SVG

Vertical · on-paper

SVG

Mark only · on-paper

SVG

Mark only · on-primary (inverse)

SVG

Compact mark · below 24px

Heavier strokes, tighter spacing, no gaps that fill in. Use for favicons, app icons, and any placement under 24px. Never the standard mark at these sizes.

48px

28px

16px

Compact SVG

Clear space

Keep clear space equal to the height of the I on all sides. Below 24px switch to the compact mark; never use the wordmark below 100px wide.

Clear space diagram

Misuse

Never recolour the E to anything but Signal Denser blue, or the I to anything but graphite (or paper on the inverse mark).
Never attach the pillar I to the E bars, or close the taper.
Never stretch, skew, rotate, or add effects.
Never place the on-paper mark on a busy photo or dark ground; use the inverse mark instead.
Never use the standard mark below 24px; use the compact mark.

05 · Case-study format

Real owners. Real exits.

Our most valuable asset is proof. Every case follows one shape: the outcome in bold numbers first, then a single sentence of story, then attribution. Numbers do the persuading; keep prose to one line.

“Thought his business was too small to sell. Real competition between buyers took him to a 5× multiple with 95% cash on day one, no earn-out.”

AB

Alastair Broom Home improvement · exited

“Turned a salon carrying £100k of debt into a systems-led business, then exited at a top-of-range multiple, all cash, in about six months.”

BK

Barbara Khattri Salon owner · exited

How to write one

Lead with the outcome number in blue bold.
One sentence of story. Two at the absolute most.
Attribution: name, then sector · exited.
Initials avatar until a real headshot is cleared.
Never a full paragraph. The number is the message.
UK English. No em dashes. No hype adjectives.

06 · Email signature

One signature. Every inbox.

Fill in your details on the left. The preview updates live on the right. Copy the HTML straight into Gmail, Outlook, or Apple Mail, then bookmark the page to keep your signature for next time. Email clients fall back to system fonts, which is expected.

Your signature preview will appear here.

Standalone preview

How to install: click Copy signature HTML, then in Gmail go to Settings › See all settings › Signature › Create new and paste. Outlook and Apple Mail accept the same paste. The logo and icons are hosted PNGs on brand.idealexit.co.uk, so they load the same way any other image in an email does. Email clients still fall back to system fonts, which is expected.

07 · Templates

Built once. Reused everywhere.

The layouts the team reaches for most. Specimens below; full editable files are the next build once these are signed off.

Ideal Exit

Find buyers for your business.

One-pager / sell-sheet. A4 portrait. Hero line, three proof stats, the process, one CTA.

One-pager / sell-sheet

A4 portrait. Hero line, three proof stats, the process, one CTA.

Proposal · Confidential

Prepared for [Client]

Cover, the difference, timeline, fee, next step. Success-fee framing throughout.

Proposal / pitch

Cover, the difference, timeline, fee, next step. Success-fee framing throughout.

The Difference

Time kills deals. We don't.

1:1 square, paper ground. Eyebrow, headline with one blue accent word, mark and URL.

Social post

1:1 square, paper ground. Eyebrow, headline with one blue accent word, mark and URL.

08 · Layout, spacing & motion

One rhythm. Everywhere.

Pick a width, then a spacing token, then build. Motion guides the eye and never demands attention.

Content widths

Narrow · reading

640px

Default · pages

960px

Wide · hero

1200px

Spacing scale · 4px base

4

8

12

16

24

32

48

Radii · sm 6 · md 10 · lg 14 · xl 16 · full 999

Motion

Name	Timing	Note
Scroll reveal	0.5s · cubic-bezier(.23,1,.32,1)	Sections fade and rise 20px into place, staggered.
Card hover	160ms · ease	Blue border, 2px upward lift.
Colour transition	180ms · ease	Hover and focus states cross-fade smoothly.
Default transition	180ms · ease	All interactive elements. Snappy, never sluggish.

All motion is disabled under prefers-reduced-motion. Non-negotiable.

09 · Non-negotiables

The must-never-break list.

01

UK English, always. Colour, organise, per cent.

02

No em dashes. Use a comma and a space.

03

Signal Denser blue is the only accent, on screen and in print. No gold, ever.

04

The I is always graphite (or paper on the inverse mark), the E always blue. No arrow, ever.

05

Wordmark is two-tone caps: IDEAL graphite, EXIT blue.

06

One blue accent word per headline. Newsreader italic is reserved for pull quotes.

07

Compact mark below 24px. Never the standard mark.

08

Signature line: Find buyers for your business.

09

Support line: No retainer, success fee only.

10

Figures shown externally are illustrative. Say so.

10 · Company Drive

Where it all lives.

One company-owned Shared Drive holds everything Ideal Exit makes. It belongs to the company, not to any one of us, so nothing walks out the door when people do. Ten numbered top-level folders sort themselves and keep the tree shallow. Click any folder to open it in Google Drive. Sign in with your @idealexit.co.uk account.

Discipline

How we file

Numbered folders sort the way we want, keep the numbers.
Three levels deep is the limit. Need a fourth? Ask the group.
Dead files go to 08_Archive, not the bin.
Investor materials live in 01_Company & Admin; share the specific folder, not the drive root.

Convention

Naming

Format: YYYY-MM-DD_DocName_vN
Example: 2026-06-23_InvestorDeck_v3
Date first sorts by time automatically.
The version number kills the final_final problem.

Access

Who sees what

Everyone at Ideal Exit gets access to the whole Shared Drive.
Sensitive items (HR files, contracts, investor materials) live in restricted sub-folders inside 06_HR, 07_Legal and 03_Sales.
External sharing is per-file or per-folder, never at the drive root.
Investors and clients only ever see the specific folder or file we share with them.

Folder moved or added? The URLs are set in one place: DRIVE at the top of /assets/app.js. Update the entry there and this page refreshes on next deploy.