The Refract Ventures brand kit. A small Northwest Arkansas venture studio — we put real estate, equipment rental, and brand work under one roof and help people bring ideas to life. This page is for the designers, partners, and photographers who help us tell the story. Grab what you need.
Four colored polygons refracted through a white frame. The mark is the brand idea — use it whole.
The Refract glyph is the company's primary identifier. Cardinal red, Saffron gold, Sky blue, and Meadow green sit inside the white outer frame. Use the full-color version as the primary mark on dark surfaces. Use mono variants only where context demands restraint or color would compete.
The name, set in Fraunces. Used where the glyph alone won't read.
The wordmark carries the name on its own — in email signatures, document headers, narrow footers, and anywhere the mark is too small to land. Always set in Fraunces. Never re-typeset it, never letter-space it, never pair it with another typeface. The files below ship outlined, so the shapes travel with the artwork and render as drawn with no font installed.
Warm neutrals with the refracted-light accents pulled directly from the mark.
Eight neutrals carry the system — Carbon as the base, the warm-Bone text stack stepping down through Mist, Slate, Stone, Granite. The four accents are the polygons themselves: use them sparingly and never as flat-fill backgrounds. Click any swatch to copy its hex.
A serif and a sans. Fraunces carries the voice. Geist carries everything else.
Both are free, open-source, and self-hosted, so they load fast. Use Fraunces for property names, hero statements, and pull quotes. Use Geist for body copy, UI, navigation, and the uppercase labels that thread through the site. Geist Mono handles technical bits — coordinates and spec labels.
Used for headlines, property names, pull quotes, and the tagline. Favor weight 400–500 at large sizes. Italic carries emphasis. Available on Google Fonts.
Used for body copy, navigation, captions, and the wide-tracked uppercase labels that quietly organize the site. Weights 400, 500, 600. A variable, open-source grotesque from Vercel.
A custom utility set. 24×24 viewBox, 1.5px stroke, rounded caps.
All icons use stroke="currentColor" and fill="none" — set the parent element's color and the icon adopts it. Click any icon to copy its SVG, or download individually.
Need an icon that's not here? Request one.
Ready-to-use lines in the Refract voice. Click any line to copy it.
Starting points, not scripts — edit freely, but keep the rules from Voice & Tone: plain, specific, place names doing the work, sentences under 22 words, and never an exclamation point.
Refract Ventures is a small venture studio. We help ideas become things — real estate, tools, brands, whatever the work is.
Three companies live under the Refract Ventures roof today, each with its own purpose and its own visual identity. The parent mark binds them together; the accent color and the sub-brand mark do the rest. Each subsidiary can adopt the parent typography and palette, or carry its own — depending on the audience.
The original arm — short-term rentals, long-term residences, and land. Four holdings across Fayetteville, Bella Vista, Rogers, and Beaver Lake. Two live, one in development, and one still a dream.
For the weekend project, the landscaping job, the small build. Drop in, rent a skid-steer for an hour or a day, return it. Built for Northwest Arkansas — for the people who'd rather move the dirt themselves.
A small studio service: $500 flat-rate websites, $20/month hosting, Stripe payments as an add-on. The same hands that built our properties' identities, available to other founders who refuse to look like everyone else. Avatar: the Refract bird with the saffron full stop — badge · on color · mark.
We're a venture studio first. If you have an idea that doesn't fit one of these three — a product, a service, a piece of land, a side project — we're the kind of people who like figuring out whether it should exist. brands@refractventures.co
Four holdings, one mark. Each property is its own brand.
Every property shares the Refract glyph and the Refract typography — but each has its own name, its own anchor color, its own voice, and now its own finished artwork: a wordmark, an avatar, a crest badge with variants, and a favicon. Each mark is a vector — click SVG ↓ to download. All marks are drawn light for dark surfaces; the on-color badge is built for the brand's anchor color.
Lean into Fayetteville place names — Dickson, Putnam, Bud Walton. Lead with what's walkable. Razorback red is allowed; Cardinal is preferred.
"Boutique." "Charming." "Stay with us." Any word the U of A admissions brochure would use. Don't try to be cool — Faye is cool because she's a hundred years old and still works.
Talk about dogs, fences, quiet streets, the Greenway. The voice is plainspoken and a little wry. Roll out the door, not "step outside."
"Charming bungalow." "Cozy retreat." "Adventure base camp." The bungalow does the talking — the copy should make room for it.
Lean into Ozark Gothic — the title is half-serious. Reference Lake Atalanta, Beaver Lake, Hobbs. Italics for the Gothic. Saffron sparingly.
"Rustic." "Get away from it all." "Authentic." Don't overplay the mystery — the brand is named Ozark Gothic, the copy doesn't need to be.
The fewest words possible. Short sentences, mostly nouns. The brand is named Kontrast — let it earn the name. Sky color only as a hairline accent.
"Off the grid." "Get back to nature." "Escape." Kontrast isn't an escape from anything; it's just where you end up.
Family-run. Direct lines. We live here, we answer messages ourselves.
The voice should sound like a person, not a brand. Calm, specific, and quietly proud. Place names do the work. Adjectives stay home.
Use sparingly. As a closing line, a footer, a quiet caption under the wordmark — never as a headline or hero on its own. Set in Fraunces italic. Never alter the wording.
Logos, icons, color tokens, and usage notes. Ready for Figma, Illustrator, or wherever your designer lives.
Questions about brand assets · brands@refractventures.co
Editable post and story layouts, drawn from the system. Same grid, same type, same restraint.
Each template is a vector (SVG) you can open in Figma, Illustrator, or Canva. Swap the headline, drop in a photo, keep the structure. The four accents and Cormorant headline do the brand work — don't add typefaces, gradients, or stock graphics. Square posts are 1080×1080; the story is 1080×1920 with the top and bottom kept clear of platform UI.
Generate on-brand images in the browser
Pick a property (or Refract itself), a size labeled for each platform — X, LinkedIn, Facebook · stories, feed, covers — then a background photo or the brand pattern. Drop the mark where it reads on desktop and mobile, and download at 2× for high-res screens. Full carousel sets export with post ideas, captions, alternates, hashtags and a suggested shot per slide — pick a copy category, roll to a different written set, or have Claude write one against the property's own facts and photos. This is the treatment every photo we share should carry.
Worked examples, brand by brand
The same system carried across every house — badge top-left, coordinates on the edge, nothing else. These are real exports from the Social Studio on real property photography, so you can see the treatment before you make your own. Kontrast runs on the brand pattern because the land isn't built yet. Each brand's cover sits below its feed and story set.