Enter
Scaling in, opening. Content arriving into view.
Early Belief isn't enough. Conviction has Consequences
StageFirst cheque/ Pre-seed
We backHigh Agency Founders
What does conviction look like to us?Selectivity
TypefaceCastoro
We back founders who lean on walls and discover trap doors
'It seems a common experience in the lives of people with high agency is that they, at some point, metaphorically, lean against a wall and discover that there is a hidden door. That some constraint they’ve been told about turns out not to hold, and this allows them to experience something positive. And from this they get into the habit of testing if walls are actually doors, and the more they do so, the more examples of hidden doors they find, and the more inclined they are to look for them. Far from the only thing that sets them apart, but having that experience can be transformative.'
They carry that habit into everything thereafter. We look for that pattern early, before it has a track record attached. Evertrue is built around a simple idea: at the earliest stages of company building, the greatest opportunities often exist in the gap between what a founder has already proven and what they are capable of becoming.
Primary on Trace
The Evertrue mark carries the identity of the brand. At its core, it represents Yvonne’s ability to see beyond the obvious and perceive what others may miss. Its form brings together two visual metaphors: the Hering illusion and the mantis shrimp. In the Hering illusion, straight lines appear to curve under the influence of the visual field surrounding them, reminding us that what appears obvious is not always the whole picture. The three lines also echo the midband of the mantis shrimp’s eye, part of one of the most complex visual systems in the animal kingdom. Its broad range of photoreceptors and localised visual processing allow it to make rapid, useful judgments, while each eye’s trinocular vision provides extraordinary depth and distance perception. Together, these references express Evertrue’s defining ability: to perceive depth, distinction and possibility before others do. The mark is available in two fixed versions, selected according to the background on which it appears. Its geometry, proportions and linework must never be altered or redrawn.
Mono on Trace
Mono on Onyx
Mono on Black Cherry
Wordmark on Onyx
Color
Near black ground, mahogany depth, taupe warmth. Dark rooms with one lit edge.
Pitch black is the default page, not a dramatic option. Mahogany stays under 10 percent: rules, panel edges, a hover state. Parchment is for long reading, memos and letters, never for a full site page.
Typography
Castoro sets the claim in a single serif weight. A quiet system sans carries the argument.
Castoro
Castoro, from Google Fonts. A calm transitional serif in one Regular weight plus a true italic — the restraint is the point. Italic is for emphasis, never whole headlines. Set tight on parchment or black.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?
system-ui
System sans for running text. Loads instantly, reads clean at small sizes.
Test the wall
RegularBold
Hero · 72px · CastoroTest the wall
Section · 40px · CastoroTest the wall
Statement · 28px · CastoroTest the wall
Body large · 19px · system-ui
Test the wall
Body · 16px · system-ui
Test the wall
Caption · 13px · system-ui
Test the wall
Castoro sets the claim, the system sans carries the argument. Never mix them inside one line. Headlines run in Trace on Onyx, or Black Cherry on Trace. Stone is for captions and metadata only, never body copy.
Motion
Motion in Evertrue is a wall giving way. Restrained, deliberate, never decorative.
In motion
Glide
The view moves between fixed points. Near shapes sweep, far ones barely shift.
Push
The view travels forward. What was far behind ends up in front of you.
Pan
One long sideways move. The curve decides how it starts and how it stops.
In real use
Exchange
Carousel
Toggle
Reveal
Accordion
Tabs
Modal
Toast
The curve
Enter
Move
Doors open, they do not bounce. Use ease-out curves with no overshoot. A panel that springs back reads as hesitation, and we do not hesitate. Default duration is 240ms for small elements, 400ms for full panels and page transitions. Anything slower than 600ms starts to feel like waiting rather than moving. Reveals move on one axis only. Content slides in from an edge or fades up on Trace #fcf7f4, never both at once, never scaling.
On Onyx #0d0707, transitions run through Stone #e6dbd3 rather than cutting straight to Black Cherry #440306. The warm mid-tone keeps dark screens from flickering. The logo never animates in marketing or product. It cuts in at full opacity, or it holds still while the frame around it moves.
Voice
We write the way we invest: decisive, perceptive before consensus forms, specific about what earned our belief, curious about the person behind the company, and composed, with nothing to prove.
Decisive
Perceptive
Specific
Inquisitive
Composed
Conviction
Do
Share meaningful news, useful thinking and founder progress with brevity, warmth and clarity. Lead with what happened, then add the detail or point of view that makes it worth knowing.
Don't
Post for volume or reach for humour, banter, trends, hype or victory laps to manufacture personality and engagement.
Founder & Portfolio Stories
Do
Make the founder the hero by naming the specific insight, action or early signal that made Evertrue believe.
Don't
Reduce founders to pedigree, polish, demographics, fashionable categories or familiar archetypes. Or describe the founder with empty words such as visionary, relentless or exceptional.
Perspectives & Essays
Do
Take a clear position, explain the reasoning behind it and leave the reader with something genuinely useful and insightful, ultimately providing a more helpful way to see things.
Don't
Hedge every conclusion, use verbose phrases or manufacture a provocative opinion for it's on sake
Website copy
Do
Lead with one clear belief or proposition, then give the reader only what they need to understand it.
Don't
Stack abstractions like partnership, alignment and long-term value creation.
Moodboard
Applications
Where the brand shows up: term sheets, memos, the site, the deck a founder reads at midnight.
Edit profileEvertrue Capital@evertruecapital
Conviction has consequences
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For founders who lean on walls and find doors
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evertruecapital Conviction has consequences
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Evertrue Capital
For founders who lean on walls and find doors
Evertrue CapitalBrand deckJuly 202601
For founders who lean on walls and find doors
Conviction has consequences
Sign UpTohello@evertrue.capital
SubjectFor founders who lean on walls and find doors
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Evertrue CapitalEarly Belief isn't enough. Conviction has Consequencesevertrue.capital·@evertruecapital
Assets
Logos, colours and type, ready to download
Use these files for Evertrue Capital work only. Do not redraw, recolour or resell them. Ask before third-party use.
Logo files
Every mark variant in this guideline, straight from the brand tokens.
Typefaces
The faces this brand sets in. Files or foundry links.
Castoro
Get at Google FontsBrand colors
The palette as working files, generated from the tokens.
Evertrue Capital marks — SVG masters
The complete marks pack: compact, stacked and horizontal lockups, two mark variants (A and B), each in black and Trace. Vector masters — scale to any size.
Compact lockup A — black
Compact lockup A — Trace
Compact lockup B — black
Compact lockup B — Trace
Stacked lockup A — black
Stacked lockup A — Trace
Stacked lockup B — black
Stacked lockup B — Trace
Horizontal lockup A — black
Horizontal lockup A — Trace
Horizontal lockup B — black
Horizontal lockup B — Trace
