Estate Score^™ brand guidelines

Primary lockup. Site header, email signatures, co-branded headers — anywhere there is width to spare.

Stacked, outline. Square formats — social avatars, app icons, anywhere the lockup is too wide.

Stacked, filled. Small sizes, dark or busy backgrounds, print — anywhere a thin outline would disappear.

Clear space & minimum size

Keep clear space around the mark at least equal to the height of one of its four squares. Avoid the horizontal lockup below ~120px wide, or the mark alone below ~32px — use the filled variant at small sizes rather than shrinking the outline further.

Don’t

Don’t recolor the mark, stretch or skew it, drop the ^™, or place the thin outline version over busy photography — use the filled mark there instead.

Weights 500/600/700. Every heading, the score number, pull quotes. Never used for body copy or UI labels.

Weights 400/500/600. Body copy, navigation, buttons, form labels, footer. The default for everything that is not a heading.

H1 · 44–50px / 600

H2 · 30–34px / 600

H3 · 18–22px / 600

Body · 15–18px / 400

The score number: pick a “tall + hanging” pair

Playfair Display’s old-style numerals have two height classes. For any sample score (homepage, LinkedIn cover, ads), pick two digits that mix a tall figure (0, 1, 6, 8) with a hanging one (3, 4, 5, 7, 9) — e.g. 78, 84, 69, 85 — never two hanging digits together (73 sits flat and reads as boring). Set the number about 15% larger than the ring’s naive default size.

Estate Score^™ is diagnostic, not prescriptive. It identifies what is worth a conversation. It does not tell anyone what to do.

The constructs were chosen because they are well-evidenced and because the assessment has to be short enough that people finish it. It is not a complete catalogue of everything that affects estate planning.

The underlying instruments are validated. Our adaptations of them have not been through independent psychometric validation, and we do not claim they have.

Plain language, never a sales document

The client report is written so it can be forwarded to a lawyer or accountant without editing a word. No jargon, no exclamation points, nothing that reads like marketing copy in a place a client expects a diagnostic result.

Never “we create wills” — always “things to consider”

Two independent advisors, in two separate calls, flagged the same compliance risk: copy that reads like the product performs legal work (“ways we can help,” “we create your will”) implies licensed advice it does not give. Every output frames gaps as things worth a conversation, never as a service Estate Score^™ performs.

Stakes, not manufactured urgency

State what is actually at risk when something is not resolved — a family left guessing instead of knowing — as a fact, not a scare tactic. “Act now” framing cuts against the diagnostic, non-prescriptive stance above and risks the same compliance exposure as overselling the product.

No fabricated testimonials or stats

Every quote on the site is verbatim from a real call or email, with identifying details withheld rather than invented. Every statistic names its source (e.g. Kitces Research) in a visible footnote — never a derived or rounded number presented as fact.