Brand resources
Media assets and brand guidelines.
Everything you need to reference Apex Point Equity in press, partnerships, or your own writing — without making us sad. If you don't see what you need, drop us a line and we'll send it over.
The mark
One mark. Three bars.
Our mark is a peak seen head-on — three bars stacked, each wider than the last. It's the apex: the point in the corner where the whole race is decided. Use it on its own when space is tight or square.
The logo
Two variants. No surprises.
Use the primary logo on light backgrounds. Use the dark variant on dark backgrounds. That's the whole system. Don't invert it, don't outline it, don't recolor it. We made you a second file so you wouldn't have to.
Color
Six colors. That's the system.
Apex Blue is the only accent color. Everything else is a neutral. If you find yourself reaching for a second blue or a brand-adjacent green, stop and use one of the six below.
Apex Blue
#2E5BFFPrimary brand. The mark, CTA buttons, accent text, and the eyebrow labels.
Dark Ink
#0B0F1AHeadlines, the wordmark on light surfaces, and the one dark card per page.
Warm White
#F5F6FAAlternating page sections. Pulls the eye between bright cards without ever going dark.
Pure White
#FFFFFFCard surfaces and the page background. Default canvas.
Border
#E4E6EEHairline borders, dividers, and quiet outlines on cards.
Body Ink
#545A6EBody copy, secondary captions, and supporting metadata.
Typography
Inter. One typeface, one job.
Headlines are Inter Extrabold, tightened to -0.035em. Body copy is Inter Regular at 17px with a 1.6 line height. We don't mix in display faces, scripts, or serifs.
Headline · Extrabold
Races are won in the corners.
Subheadline · Semibold
Apex Point Equity acquires founder-led B2B SaaS approaching a turn.
Body · Regular
We buy bootstrapped software with $500k+ ARR through asset purchases, using our own capital. Then we build the sales or marketing engine the product has earned but never had, and hand it on stronger.
Voice
How we sound.
Apex Point writes like the operators who run it: direct, specific, no jargon, and short on patience for fluff. If a sentence wouldn't survive a founder's dinner table, we cut it.
We say
- “We buy founder-led B2B SaaS. Bootstrapped, $500k+ ARR.”
- “Asset purchase. Our own capital. No investment committee.”
- “Acquire, accelerate, sell.”
- “Races are won in the corners.”
We don't say
- “Leverage synergies to unlock enterprise value.”
- “A best-in-class platform for SaaS roll-ups.”
- “Empowering founders on their transformational journey.”
- “Disrupting the private equity landscape.”
Don't
Please, please don't.
Seven rules. Each of them is something someone has already done that made us wince.
- 1Don't recolor the mark or wordmark. Apex Blue is Apex Blue.
- 2Don't add gradients, drop shadows, glows, strokes, or 3D effects to the logo.
- 3Don't rotate, skew, distort, or stretch the logo. Keep its proportions.
- 4Don't put the logo on a busy photo or low-contrast background. Use a solid surface.
- 5Don't recreate the wordmark in another typeface or with extra characters.
- 6Don't shrink the logo below 24px tall in any context.
- 7Don't use the checkered-flag logo from before September 2026. It's retired.
Referencing Apex Point
Two rules. That's it.
It's “Apex Point Equity”.
Three words, each capitalized. “Apex Point” is fine on second reference and in the logo. Not “ApexPoint”, not “Apex Point Capital”, not “APE”.
We buy companies. We don't invest in rounds.
We're a micro private equity fund that acquires and operates B2B SaaS businesses with our own capital, through asset purchases. Don't call us a VC, a search fund, a broker, or an accelerator. We're none of those.
Still have questions about referencing the brand?
Drop us a line. We reply to every message, usually within a business day.
Get in touch