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

Midnight, gold, and porcelain.

Five named core colours. Midnight and Ink are the dark grounds, Champagne and Deep Gold the accent pair, Porcelain the light. Champagne leads on screen; Deep Gold is reserved for print and foil. Click any swatch to copy its hex.

Core palette

Dark theme tokens · default

Light theme tokens · documents · print

Contrast (WCAG 2.1 AA)

Pair	Ratio	Grade

Usage rules

Champagne is the on-screen accent. Never a large background fill.
Deep Gold is print and foil only, never on screen for text.
Never run both golds together in one asset.
Steel/Porcelain carries the I of the monogram and fine rules.
Never mix dark and light tokens in the same asset.

03 · Typography

Three typefaces. The italic is the signal.

Schibsted Grotesk for headings and body, Newsreader italic for the one emphasised word in a headline, JetBrains Mono for labels and figures. The wordmark uses wide letter-spaced Schibsted caps; the serif-italic emphasis is the signature move in running headlines. Use it once per headline, never more.

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

Find buyers for your business.

Wordmark · Schibsted Grotesk 600 · tracking 0.12em · two-tone

IDEAL EXIT

Body · Schibsted Grotesk 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 · champagne

The difference · Sectors · Case studies

Font sources · Google Fonts

Schibsted Grotesk — 400 / 500 / 600 / 700 / 800
Newsreader — italic 400 / 500
JetBrains Mono — 400 / 500

Rules

Wordmark is always caps, tracking 0.12em, IDEAL neutral / EXIT gold.
Headlines are Schibsted Grotesk 800, letter-spacing -0.03em.
One Newsreader-italic emphasis 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 monogram.

A detached steel pillar I reads as a threshold, the doorway out; three tapered gold bars form the E and carry the value. The I is always steel or porcelain, the E always gold. Use the standard mark at display sizes and the compact mark below 24px. Downloads sit under each lockup.

Horizontal · dark

SVG

Horizontal · light

SVG

Vertical · dark

SVG

Vertical · light

SVG

Mark only · dark

SVG

Mark only · light

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

Dark SVG Light 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 gold, or the I to anything but steel/porcelain.
Never attach the pillar I to the E bars, or close the taper.
Never stretch, skew, rotate, or add effects.
Never place on a busy photo without a solid Midnight backing.
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 gold 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. Switch the theme, 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. Email clients fall back to system fonts when the brand fonts can't load, 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, Midnight. Eyebrow, headline with italic emphasis, monogram and URL.

Social post

1:1 square, Midnight. Eyebrow, headline with italic emphasis, monogram 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	Gold border, 2px upward lift.
Theme change	400ms · ease	Colours cross-fade between dark and light.
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

Champagne on screen, Deep Gold in print. Never both together.

04

The I is always steel/porcelain, the E always gold. No arrow, ever.

05

Wordmark is two-tone caps: IDEAL neutral, EXIT gold.

06

One Newsreader-italic emphasis word per headline.

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.

Two company-owned Shared Drives hold everything Ideal Exit makes. They belong to the company, not to any one of us, so nothing walks out the door when people do. 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.
The Data Room is clean, final and shareable only. Messy work stays in 03_Working_Drafts.

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.

Investors

Sharing the Data Room

Open the Fundraise drive.
Share the 00_Investor_Data_Room folder only.
Add the investor as Viewer.
They never see HR, Finance, or working drafts.

Links not working yet? The folder URLs are set in one place: DRIVE at the top of /assets/app.js. Paste the real Google Drive links there and every folder on this page resolves. Folders still showing a dashed underline don't have a link set.