When Factual, a fact-checking agency, approached Adriana Lacy Consulting, they had a clear vision: to communicate their unwavering commitment to truth, transparency, and accuracy through a bold and cohesive brand identity. Our task was to transform these values into a visual narrative that not only resonated with their audience but also solidified their position as a trusted authority in their field.

At the heart of Factual’s new identity is its logo. The primary logo is more than a graphic—it’s a statement. Its clean lines and balanced composition reflect professionalism and integrity, while unique design elements emphasize the agency’s meticulous approach to verifying information. The logo variations, including stacked and alternative formats, ensure adaptability without losing consistency, enabling Factual to maintain its presence across diverse platforms and contexts.

The color palette was chosen with intention. Factual Green, a vibrant yet grounded shade, symbolizes truth, growth, and clarity. It is complemented by True Black and a range of mid and light tones, creating a palette that conveys authority while remaining approachable. These colors, with their precise HEX, RGB, and CMYK values, ensure that Factual’s identity remains consistent and professional in both digital and print media.

Typography plays a critical role in shaping Factual’s brand voice. We selected Chillax as the primary typeface for its modern and clean aesthetic, striking a balance between elegance and readability. Supporting it is Inter, a versatile secondary typeface that enhances legibility across textual content. Together, these typefaces convey a message of accessibility and precision—qualities intrinsic to Factual’s mission.

Beyond these core elements, the brand identity extends into thoughtful design applications. Custom graphic elements provide a cohesive framework for icons and visual aids, ensuring that every aspect of Factual’s communications aligns with its brand ethos. Social media templates and header designs for platforms like Facebook, Twitter, and LinkedIn present a unified and authoritative digital presence. Similarly, the professional email signature template reinforces Factual’s credibility in every interaction.

The culmination of this effort is a brand identity that does more than look good—it tells a story. It speaks to Factual’s dedication to accuracy and reliability, connecting emotionally with audiences while strengthening trust. With their new identity, Factual stands as a beacon of clarity in an era often overshadowed by misinformation.

Through this collaboration, Adriana Lacy Consulting delivered a brand system that not only represents Factual’s values but actively propels them forward. Today, Factual’s revitalized identity enables them to engage their audience with confidence, professionalism, and an unwavering commitment to the truth.

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