---
name: etoro-brand
description: eToro brand guidelines for creating on-brand marketing assets. Use when creating ads, emails, landing pages, or any visual content for eToro. Triggers on "eToro ad", "eToro creative", "brand guidelines", "eToro colors", "eToro logo", "eToro typography", "on-brand".
---

# eToro Brand Guidelines (Art Director Reference)

Source: Official Brand Book (43 pages) + Production audit March 2026

---

## 🎨 Color Palette

### Primary Colors (Use 80% of the time)

| Name | Hex | RGB | CMYK | Pantone | Usage |
|------|-----|-----|------|---------|-------|
| **eToro Green** | `#13C636` | 19, 198, 54 | C72 M0 Y98 K0 | 802 | CTAs, gains, primary brand |
| **Dark Blue** | `#000021` | 0, 0, 33 | C86 M80 Y56 K75 | 296 C | Backgrounds, headers |
| **Light Blue** | `#C0E8FD` | 192, 232, 253 | C22 M0 Y0 K0 | 115-3 C | Secondary backgrounds |
| **White** | `#FFFFFF` | 255, 255, 255 | C0 M0 Y0 K0 | - | Backgrounds, text on dark |

### Secondary Colors (Use sparingly - accents, icons, gradients)

| Name | Hex | RGB | CMYK | Pantone | Usage |
|------|-----|-----|------|---------|-------|
| **Turquoise** | `#6BF5C0` | 107, 245, 192 | C47 M0 Y39 K0 | 134-3 C | Accents |
| **Pink Pop** | `#F887CC` | 248, 135, 204 | C4 M57 Y0 K0 | 80-4 C | Highlights |
| **Tangerine** | `#E96E14` | 223, 110, 20 | C4 M69 Y100 K1 | 30-8 C | Accents |
| **Yellow** | `#F7B42C` | 247, 180, 44 | C2 M32 Y95 K0 | 14-7 C | Highlights |

### Functional Colors

| Name | Hex | Usage |
|------|-----|-------|
| **Loss Red** | `#E31937` | Negative P&L, losses, warnings |
| **Gain Green** | `#13C636` | Positive P&L, gains, success |

---

## ✍️ Typography

### Font Stack

**Marketing (Brand Book — ads, print, banners):**

| Font | Use | Style |
|------|-----|-------|
| **Tusker Grotesk** | Super Hero headlines, mastheads, banners | ALL CAPS ONLY, bold + thin weights for contrast |
| **Madera** | Body copy, H1, H2, sub-headlines | Sentence case, never all-caps |
| **DIN OT Condensed** | Numerals only (prices, percentages, stats) | Clean, geometric, high legibility |

**Production Website & Product UI:**

| Font | Use | CDN URL |
|------|-----|---------|
| **eToro Variable v0.7** | All website/app text | `https://marketing.etorostatic.com/cache1/fonts/etoro/eToro-VF-v0.7.ttf` |

Single variable TTF serving three families via `font-stretch`: eToro (body), eToro Compressed (titles/uppercase), eToro Numbers (stats).

### Typography Rules

**Tusker Grotesk (Display/Hero)**
- ONLY use uppercase letters
- Maximum impact for large format: signage, mastheads, banners
- Combine bold + thin weights for dynamic contrast
- Example: **"METAVERSE LIFE"**, **"CHECK THE INFRASTRUCTURE"**

**Madera (Body/Headlines)**
- Highly legible in print and on screen
- Classic sans-serif with modern details
- Use for ALL body copy, H1, H2 headlines
- Always sentence case, never all-caps
- Example: "Type Something Here", "We are only as good as our clients say we are"

**DIN OT Condensed (Numbers)**
- Use ONLY for numerals
- Geometric shapes, clean and minimalistic
- Comfortable kerning with Madera
- Example: "1,000+10%", "43%", "$0"

### Hierarchy Example
```
TUSKER HEADLINE          ← Tusker Grotesk (ALL CAPS)
Secondary Headline       ← Madera Bold
Body copy goes here.     ← Madera Regular
$12,229.77 +4.35%       ← DIN OT Condensed
```

---

## 🐂 Logo

### Logo Anatomy
- **"e" with horns** - Bull symbolism (positive financial growth)
- **Non-serif lettering** - Crisp lines, mostly rounded edges
- **Horns** - Spirited confidence and daring
- **Smaller proportion** - Playful and non-threatening

### Logo Versions

| Background | Logo Color |
|------------|------------|
| Green (`#13C636`) | White |
| Light Blue (`#C0E8FD`) | Navy (`#000021`) |
| White | Green (`#13C636`) |
| Dark Blue (`#000021`) | Green (`#13C636`) |
| Pink Pop | White |
| Yellow | White |
| Tangerine | White |
| Turquoise | White |

### Logo Clear Space
- **Minimum margin = height of the "e" in logo**
- Apply in ALL applications: print, digital, static, animated
- Add more space according to design if needed

### Logo + Tagline
- Logo may have 1-2 words for services/products (e.g., "eToro academy")
- **Requires HQ permission** - not natural version
- Horizontal composition: logo + tagline side by side
- Vertical composition: logo above tagline

---

## 🎯 Iconography

### Icon Style
- Clean, rounded flat style
- Simple and contemporary
- Single color execution
- Sticker-style format on various backgrounds
- Line weight: consistent medium stroke
- Corner radius: rounded (not sharp)

### Icon Color Rules
- Primary: Green outline on dark backgrounds
- Alternative: White outline on green backgrounds
- Filled circles with line icons

---

## 📸 Photography Guidelines

### Style Direction
- Authentic, not stock-looking
- Real people, real moments
- Modern lifestyle imagery
- Diverse representation
- Clean, well-lit compositions

### Do's
✅ Authentic expressions
✅ Natural lighting
✅ Modern settings
✅ Diverse subjects
✅ Device mockups (phones, laptops showing app)

### Don'ts
❌ Overly staged/stock feeling
❌ Gambling imagery
❌ Get-rich-quick visuals
❌ Cluttered compositions
❌ Outdated aesthetics

---

## 📐 Ad Composition Template

```
┌─────────────────────────────────┐
│ [Logo - top left corner]        │
│                                 │
│ TUSKER HEADLINE                 │  ← ALL CAPS, bold
│ Secondary text in Madera        │  ← Sentence case
│                                 │
│ [Visual/Photo/App Screenshot]   │
│                                 │
│     ┌─────────────────┐        │
│     │   CTA BUTTON    │        │  ← Green pill, white text
│     └─────────────────┘        │
│                                 │
│ [Disclaimer - bottom]           │  ← Small, legible
└─────────────────────────────────┘
```

---

## 🎮 Button Styles

### Primary CTA (Production CSS)
```css
background: #13C636;
color: #FFFFFF;
border-radius: 100px; /* pill shape */
padding: 10px 28px 11px; /* mobile */
padding-inline: 44px; /* 769px+ */
font-family: 'eToro', sans-serif; /* production uses eToro Variable */
font-weight: 500;
font-size: 16px; /* mobile */ / 18px; /* desktop */
min-width: 150px;
transition: all .3s ease;
```
**Hover:** `background-color: #22EA49; border-color: #22EA49;`

### Secondary CTA
```css
background: transparent;
border: 2px solid #13C636;
color: #13C636;
border-radius: 100px;
```
**Hover:** `color: #22EA49; border-color: #22EA49;`

---

## 🗣️ Brand Voice

### Tone Attributes
- **Confident** - not arrogant
- **Approachable** - not dumbed-down  
- **Modern** - not trendy/slang
- **Empowering** - not preachy

### Writing Style
- Active voice
- Short sentences
- Address reader directly ("you")
- Lead with benefits
- Use numbers and data points

---

## 📊 Key Statistics

Use these verified numbers in marketing (Source: Production site March 2026):
- **40M+** registered users
- **100+** countries
- **10,000+** stocks
- **100+** vetted cryptoassets
- **20** global stock exchanges
- **Since 2007** (founded)

---

## 🏆 Awards (from production site, March 2026)

- Best Trading Platform — Forbes Advisor 2024
- Best UK Online Broker — Forbes Advisor 2024
- Best for Cryptocurrency Trading — Investopedia 2024
- Best Social Trading Platform — Forbes Advisor 2024
- #1 Ease of Use — ForexBrokers 2024
- Best Stock Trading App — BrokerChooser Awards 2024
- Best Copy Trading Platforms — SourceForge 2024

---

## ❌ Do's and Don'ts

### Do's ✅
- Clean, modern aesthetic
- Green accents on key elements
- Authentic photography
- Numbers and data points
- Consistent typography hierarchy
- Clear visual hierarchy

### Don'ts ❌
- Gambling imagery
- Get-rich-quick messaging
- Cluttered designs
- Off-brand colors
- Stock-looking photos
- All-caps body text
- Stretched/rotated logos

---

## 🏆 eToro Club Tiers

| Tier | Color | Minimum Equity |
|------|-------|----------------|
| Bronze | Orange/Bronze | $5,000 |
| Silver | Silver/Gray | $10,000 |
| Gold | Gold | $25,000 |
| Platinum | Dark/Platinum | $50,000 |
| Diamond | Blue/Diamond | $250,000 |

---

## 📁 Reference Files

| Resource | Location |
|----------|----------|
| Brand Book PDF | `/Users/yoni/Documents/Marketing_main/brand book.pdf` |
| Brand Book Pages | `brand/etoro/brand-book-pages/` |
| Product Screenshots | `brand/etoro/PRODUCT-SCREENS.md` |
| Disclaimers | `skills/etoro-disclaimers/SKILL.md` |
| Creative Sizes | `skills/etoro-creative-sizes/SKILL.md` |
| Production Color Audit | `notes/brand-audit-real/colors.md` |
| Production Typography | `notes/brand-audit-real/typography.md` |
| Production Components | `notes/brand-audit-real/components.md` |
| Production Disclaimers | `notes/brand-audit-real/disclaimers.md` |
| Brand System (comprehensive) | `notes/brand-system-real/` |
| Downloaded Brand Assets | `notes/brand-assets/` (39 files) |

## ⚠️ Important Notes

- **www.etoro.com homepage is custom static HTML** (not WordPress). Inner pages use WordPress.
- **Two green systems exist:** Marketing `#13C636` vs Product UI `#0EB12E`
- **Production CTA hover state:** `#22EA49`
- Font CDN: `https://marketing.etorostatic.com/cache1/fonts/etoro/eToro-VF-v0.7.ttf`