Full colour
The default. Use on white or very light backgrounds (BG Soft, Primary 50). Always keep the wordmark and mark together at the supplied proportions.
Brand system
eTax Profilling - Brand Style Guide
A living reference for the people who build and represent eTax Profilling. Consistent logos, colours, type and language keep our brand clear, trustworthy and unmistakably ours - across the site, social, decks and client documents.
Logo
The eTax Profilling mark
Our logo is the gradient checkmark-tick lockup. Use the full lockup wherever space allows; fall back to the standalone mark in tight or square placements like avatars and favicons.
On dark
Use the white logo on the ink gradient, navy or photography. Reach for this any time the full-colour mark would lose contrast.
App icon & favicon
The tick-in-rounded-square mark for avatars, favicons and app tiles where the wordmark won’t fit legibly.
Do
- Keep clear spaceLeave at least the height of the mark as padding on all sides.
- Maintain contrastFull colour on light; white logo on dark. Always legible.
- Scale proportionallyResize from a corner so the mark and wordmark stay in ratio.
Don’t
- Don’t stretch or squashNever change the aspect ratio or distort the mark.
- Don’t recolourNo off-brand fills, gradients or drop shadows on the mark.
- Don’t place on clutterAvoid busy photos or low-contrast backgrounds that reduce legibility.
Colour palette
A confident, calm financial palette
Brand blue leads, mint signals savings and success, gold highlights value. Ink tones carry the typography; lines and soft backgrounds give the interface its airy, trustworthy feel.
Typography
Two typefaces, one clear voice
Plus Jakarta Sans handles headings and brand moments (weights 800 / 700 / 600). Inter carries body copy, UI and captions (weights 400 / 500 / 600). The pairing reads as modern, professional and friendly.
Plus Jakarta Sans
Headings & display. Weights 800 (display), 700 (h2/h3), 600 (eyebrows, the wordmark).
Inter
Body, UI & captions. Weights 400 (body), 500 (emphasis & labels), 600 (buttons, strong).
H1 · Display · Jakarta 800Professional tax filing, simplified
H2 · Section · Jakarta 700Everything your taxes need
H3 · Subhead · Jakarta 700Expert ITR filing, done right
H4 · Card title · Jakarta 600Maximum legitimate refund
Lead · Inter 500Get matched with a dedicated CA and file accurately with smart AI tools - zero hidden charges.
Body · Inter 400From your first salary slip to a growing business, our experts and AI tools cover the full spectrum of Indian tax compliance - accurately, securely and transparently.
Small / caption · Inter 500AUTO-IMPORTED FROM FORM 26AS & AIS
Gradients & elevation
Depth that stays light and modern
Gradients add energy to heroes and CTAs; soft shadows lift cards off the page without heaviness. Use them sparingly so they keep their impact.
Elevation / shadow tokens
Shadow SM
--sh-sm · Resting state for cards, inputs and quiet surfaces.
Shadow MD
--sh-md · Hover lift and floating UI like the hero filing card.
Shadow Brand
--sh-brand · Tinted glow under primary CTAs and featured cards.
Components
The building blocks in action
Reusable, on-brand patterns. Compose pages from these rather than inventing new ones - consistency is what makes the product feel finished.
Buttons
Primary for the main action, accent for savings-led CTAs, ghost for secondary, light for use on dark bands, lg for heroes.
Light button on dark
Eyebrows
Default eyebrow
Accent eyebrow
Small all-caps labels that introduce a section above the heading.
Expert ITR filing
Icon, title, supporting line and an optional link - the workhorse for feature and service grids.
Learn more →Capital Gains
Mini price card with featured styling.
₹1,499
one-time • per return
- Dedicated CA review
- Capital gains supported
- Business income (excluded)
Stat
12L+
Returns filed nationwide
Accordion row: a question button with a plus that rotates to a cross, and a revealed answer. JS handles the open/close behaviour.
Voice & tone
How eTax Profilling sounds
We talk like a trusted, expert friend who happens to be a Chartered Accountant - never a textbook, never a salesperson. Confident, warm and refreshingly plain.
Clear over clever
Say it plainly. Swap jargon for words a first-time filer understands. If a sentence needs a glossary, rewrite it.
Reassuring & expert
Taxes make people anxious. Lead with calm authority - “Relax, we’ve got this” - backed by real CA expertise.
Specific & honest
Use concrete numbers and real benefits, mark savings as illustrative, and never imply government affiliation.
Action-oriented
Every page invites a next step - book a call, see plans, talk to an expert. Verbs first, friction last.
Say this
- “File your ITR in minutes”Plain, benefit-led, active.
- “A dedicated CA, not a call centre”Concrete, reassuring, human.
- “Refund estimates are illustrative”Honest and compliant.
Not this
- “Leverage our synergistic e-filing ecosystem”Jargon-y and cold.
- “Guaranteed ₹50,000 refund for everyone”Over-promising and untrue.
- “Official government tax portal”False affiliation - never use.
Brand in one line
What the name means
- “eTax”Electronic, effortless tax - modern, online, fast.
- “Profilling”Professional tax filing - expert-led and thorough.
- WordmarkAlways “eTax” in ink with “Profilling” in brand blue.
eTaxProfilling
Professional Tax Filing, Simplified.
etaxprofilling.com
Put it to work
Building something for eTax Profilling?
Use these tokens and components to keep it on-brand. Need a hand or the source files? Talk to the team.