REIB LAW — Brand Guidelines 2026
Brand Guidelines
2026
01 — Color

Color Palette

Electric Blue
#1465F5
RGB   20 / 101 / 245
CMYK   92 / 59 / 0 / 4
Use   Primary brand color
Near Black
#282828
RGB   40 / 40 / 40
CMYK   0 / 0 / 0 / 84
Use   Type & dark backgrounds
Light Gray
#EAEAEA
RGB   234 / 234 / 234
CMYK   0 / 0 / 0 / 8
Use   Backgrounds & dividers
Accent Blue
#5B8EF5
RGB   91 / 142 / 245
Use   Headlines on dark
& secondary accents
02 — Typography

Typography

Urbanist
Official typeface of REIB LAW  ·  fonts.google.com/specimen/Urbanist
Urbanist Light
Body copy  ·  Supporting text  ·  Captions
Weight 300
Urbanist Medium
Navigation  ·  Labels  ·  Subheadings
Weight 500
Urbanist Bold
Headings  ·  Callouts  ·  Key statements
Weight 700
03 — Logo

Logo Variations

Icon Mark
R Mark — Blue
Blue
Use on white and light backgrounds
R Mark — Black
Black
Print and single-color use
R Mark — White
White
Use on dark and blue backgrounds
Horizontal Wordmark
REIB LAW — Blue Horizontal
Blue on White
Default use across all digital surfaces
REIB LAW — Black Horizontal
Black on White
Print, single-color, and grayscale use
REIB LAW — White Horizontal
White on Dark
Use on Near Black and dark backgrounds
Vertical Wordmark
REIB LAW — Blue Vertical
Blue on White
Compact layouts and square formats
REIB LAW — Black Vertical
Black on White
Print and single-color use
REIB LAW — White Vertical
White on Blue
Use on Electric Blue backgrounds

Clear Space. Always maintain a minimum clear space around the logo equal to the height of the R mark. Never crowd the logo with other elements, text, or imagery.

Asset URLs — Squarespace CDN

Click any URL to copy. Use these when building in Squarespace or handing off to a developer or AI.

Blue Horizontal Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/37c4a779-7ae2-430e-81ef-e5ecba54fad9/blue+horizontal+wordmark.png?content-type=image%2Fpng
Black Horizontal Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/cdc7b9dd-d638-4975-9f0c-7550425236bd/black+horizontal+wordmark.png?content-type=image%2Fpng
White Horizontal Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/9dbacee5-3ef8-43d2-a628-5b05002120a7/white+horizontal+wordmark.png?content-type=image%2Fpng
Blue Vertical Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/bcc79daf-b2a7-431b-8c37-c144ed807362/blue+vertical+wordmark.png?content-type=image%2Fpng
Black Vertical Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/9cd9b805-6222-4cd9-b739-98c1a8fb4da3/black+vertical+wordmark.png?content-type=image%2Fpng
White Vertical Wordmark https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/12a97dda-4722-4e93-a6a0-8df2e73a67f3/white+vertical+wordmark.png?content-type=image%2Fpng
Blue Icon (R Mark) https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/bf3638f7-b0a5-4765-8204-ad0cb7b9fe46/Blue+Icon.png?content-type=image%2Fpng
Black Icon (R Mark) https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/87002c7e-51bd-4ea7-9a3d-bc23cc2f4f8d/Black+Icon.png?content-type=image%2Fpng
White Icon (R Mark) https://images.squarespace-cdn.com/content/636297568783fe0dfc2f0a9d/f0b96efb-1ea7-4e17-8da4-d7098f29a141/White+Icon.png?content-type=image%2Fpng
04 — Tone & Voice

Voice & Copy

Reib Law is a Coach with a license to practice law. We sound like Scott Reib — direct, confident, story-led, slightly stern when warranted, generous when it counts. Pioneering, certain, calm, declarative. Our customer is the Hero of their business story. We are the Coach who makes their journey possible.

Brand Pillars
01
Confident
We know the law. We speak clearly and without hedging.
02
Accessible
No jargon. Legal protection explained in plain language.
03
Protective
We are in your corner. Your success is our mission.
04
Relationship-Driven
We know you and your business — not just your case file.
Personality Archetype
70%
Caregiver
We protect what our members have built. Every piece of copy makes the reader feel more capable, more protected, and more ambitious.
30%
Sage
We know how this works because we've watched it succeed and fail across a thousand small businesses. Authority through clarity, not volume.

If a piece of copy is bragging, leaning aggressive, or selling fear, it has drifted off the archetype. Pull it back to Coach.

Voice Rules
Direct. No hedge language. Say what it is.
Confident, not arrogant. Authority through clarity, not through volume.
Proactive framing. "Prevents problems" — not "handles problems."
Business-first. Legal is a growth tool, not just defense.
No jargon. If a reader needs a dictionary, rewrite it.
Story-led. Open with a moment, then land on the principle.
Plain spoken. Texas plain, not academic plain. Folksy but never corny.
Slightly contrarian. We're at war with how legal was taught to operate.
The Cultural Binary
The condition
Captive
Held hostage by their own structure. One disgruntled employee or supplier dispute from collapse. Dying with their founder.
The destination
Shatterproof
Built to last. Built to protect. Built to scale. A business that can be inherited. Sleeps through storms.

Every piece of copy should move the reader along the Captive-to-Shatterproof arc. If it doesn't, it's filler. Cut it or rewrite it.

Old Way vs. Shatterproof Way
Old Way Shatterproof Way
Call your lawyer only when something's on fire Call your lawyer before you decide
Pay by the hour, hide problems to save money Pay flat, surface problems early to prevent disasters
Templates from the internet Documents drafted by an attorney who knows your business
Lawyer as the bill you avoid Coach you call first
A business that depends on you to survive A business that survives without you
Built on sand Built on rock
A business that dies with its founder A business that can be passed on
Things We Say
Built to last. Built to protect. Built to scale.
Welcome to the other side.
Captive vs Shatterproof.
Primary care, not ER.
$0 Hourly Billing. Ever.
Don't sign alone.
If it isn't written down, it didn't happen.
Ambitious people protect their ambition.
A Shatterproof business can be inherited.
Built on rock, not sand.
Sleep through storms.
America's Legal Coach.
The Legal Operating System.
Ask early. Ask often.
Sign nothing without us.
Things We Don't Say
✕
"We strive to…" We don't strive, we do.
✕
"Cutting-edge," "innovative," "disruptive" Overused, weak, claim without proof.
✕
"Trusted advisors" Every firm says this.
✕
"Solutions" as a noun ("legal solutions") Say what the thing actually is.
✕
"Boutique," "world-class," "best-in-class" Claim, not proof.
✕
"Top-rated," "award-winning" without naming the award Proof requires specifics.
✕
Hedge language: "may," "could," "potentially" Only when literally true.
✕
"Click here" or "Learn more" Write the actual action.
✕
"At Reib Law, we believe…" Start with the reader, not us.
✕
Flattery: "ambitious entrepreneurs like you" We are this, but never pander.
Rhythm
Built on rock, not sand.
Sleeps through storms.
Welcome to the other side.

Short sentences. Short paragraphs. One idea at a time. Build with declaratives, not qualifiers. Use the period more than the comma. Read every line out loud before it ships. When in doubt, cut a word.

Sample Copy
5 words
Built to last. Stop signing alone.
30 words
Reib Law is the flat-fee law firm that turns Captive small business owners into Shatterproof Entrepreneurs. No billable hours. No surprise invoices. The Legal Operating System your business deserves.
90 words
Most American small businesses are Captive — held hostage by their own structure, one disgruntled employee or supplier dispute from collapse, dying with their founder. Reib Law builds the other kind. Flat-fee membership, unlimited access to attorneys, proactive legal coaching from America's Legal Coach, Scott Reib. Founded in 2005. Pioneered the subscription-legal model for small business in 2012. We exist to end the captivity of America's small business owners. Welcome to the other side.
Length Conventions
Headlines 3–8 words. Declarative.
Subheads One sentence. Often a contrast or expansion of the headline.
Body paragraphs 2–4 sentences. Never wall-of-text.
Calls to action 2–4 words. Imperative verb. "Take the Captive Check." "Become Shatterproof." "Get the Manifesto."
Email subject lines 4–7 words. A claim, a question, or a contrast. Never a benefit-stack.
Podcast hooks Open with a question or contrast. Earn the listener's first 15 seconds before you say "I'm Scott Reib."
The Vibe Check
01
Does this sound like Scott talking across a desk? If it sounds like a press release, rewrite it.
02
Does it name something true about the reader's business? If it's about us, flip the perspective.
03
Does it move them toward Shatterproof, or just inform them? Information without direction is filler. Cut it or rewrite it.
04
Could a generic lawyer have written this? If yes, rewrite it.
05
Is there a story, a contrast, or a stake — or is it just polished air? Polished air ships as silence. Add the story or add the stake.
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