Brand guidelines
How to write, show and spell PropFolioManager. For our team, and for the agencies, developer partners and press who represent us.
Version 1.0 · Updated 2 October 2026
The name
The company and the platform share one name, written as one word with three capitals: Prop, Folio, Manager. It is the detail most often got wrong, so it comes first.
Do: One word. Capital P, F and M. Never split, hyphenated or re-cased.
- PropFolio Manager
- Propfolio Manager
- Propfoliomanager
- Prop Folio Manager
Don't: Two words, a lower-case F or M, or spaces between the parts.
| Where | Write it as |
|---|---|
| Running text, headlines, captions | PropFolioManager |
| Web address | propfoliomanager.com |
| Legal entity | PropFolioManager Technologies Private Limited |
| Sub-brand prefix | PFM (as in PFM Score, PFM Research Reports) |
| AI advisor | AIRA |
Check your copy
Paste anything before it goes out. Name and capitalisation mistakes are fixed for you; phrases the voice avoids are marked for you to rewrite. It checks 17 phrases, listed under Voice.
Checked in your browser. Nothing is sent anywhere.
What it checks
- The name: PropFolioManager, one word, capital P, F and M.
- Sub-brands: AIRA and PFM in capitals.
- Phrases the voice avoids: hype, urgency and promises.
Logo
The mark reads left to right as the idea behind the company: a portfolio, measured by data, rising to an outcome.
Do: On white. The full-colour logo is designed for a white ground.
Don't: The full-colour logo on charcoal: the P and the .com panel disappear. A reversed version for dark grounds isn't available yet; until it is, use the logo on white or in a white panel.
½ logo heightDo: Clear space of at least half the logo's height on every side. (Working rule until master artwork defines one.)
Exclusive launch event this Saturday at the sales lounge
Don't: Text, edges or other logos crowding the mark.
Screen: 120 px wide minimumPrint: 30 mm wide minimum (drawn at 30 mm)Colour
Four colours, taken from the logo. White does most of the work, charcoal carries the words, teal marks structure and action, and burnt orange is kept for the one number that needs to be seen. Click any value to copy it.
Teal
Trust and intelligence
- HEX
- RGB
- CMYK
- 84 0 37 36
Primary actions, headline blocks, the PFM Score, anything that says 'this is right'.
Charcoal
Authority and institutional trust
- HEX
- RGB
- CMYK
- 0 9 9 71
Body text and the mark. The voice of the page.
Burnt Orange
Performance and growth
- HEX
- RGB
- CMYK
- 0 65 79 0
Data highlights and the peak in the logo. Sharp and small, never a background.
White
Clarity and transparency
- HEX
- RGB
- CMYK
- 0 0 0 0
The dominant ground. Most of every layout is white space.
Supporting colours
Used on propfoliomanager.com for bands, panels and secondary text. They support the four; they never replace them.
Ink
Dark panels
- HEX
- RGB
Cream
Warm band
- HEX
- RGB
Stone
Secondary text
- HEX
- RGB
Teal Text
Small teal type
- HEX
- RGB
PFM Score
72
Builder delivery record above area median
Illustrative
Do: Orange picks out the one thing worth noticing. Teal carries the structure.
LIMITED OFFER
Book a site visit now!
Don't: Orange as a background or a shout. It stops meaning 'look here'.
Text contrast
Calculated from the colours above against WCAG 2.2. AA needs 4.5:1 for body text and 3:1 for large text (24 px, or 19 px bold).
- Charcoal on White9.65:1Any text
- White on Ink14.31:1Any text
- White on Teal3.11:1Large text only
- Teal on White3.11:1Large text only
- Teal Text on White5.11:1Any text
- Burnt Orange on White3.10:1Large text only
- Stone on Cream4.98:1Any text
- White on Burnt Orange3.10:1Large text only
| Sample | Text on background | Ratio | Use for |
|---|---|---|---|
| Aa | Charcoal on White | 9.65:1 | Any text |
| Aa | White on Ink | 14.31:1 | Any text |
| Aa | White on Teal | 3.11:1 | Large text only |
| Aa | Teal on White | 3.11:1 | Large text only |
| Aa | Teal Text on White | 5.11:1 | Any text |
| Aa | Burnt Orange on White | 3.10:1 | Large text only |
| Aa | Stone on Cream | 4.98:1 | Any text |
| Aa | White on Burnt Orange | 3.10:1 | Large text only |
Type
Two typefaces, both free under the SIL Open Font License from Google Fonts. Poppins gives headings their geometric confidence; Inter keeps body text, interfaces and figures clear at every size.
Aa
Poppins
Manage Your Real Estate Like a Portfolio.
Aa
Inter
Every property decision you make will be structured like a portfolio decision: compared, scored and reviewed before you commit.
Display
Poppins 700 · 48 / 1.05
Built for Wealth. Backed by Data.
Heading
Poppins 600 · 30 / 1.2
Built for Wealth. Backed by Data.
Subheading
Poppins 600 · 20 / 1.3
Built for Wealth. Backed by Data.
Body
Inter 400 · 16 / 1.6
Built for Wealth. Backed by Data.
Caption
Inter 500 · 13 / 1.5
Built for Wealth. Backed by Data.
What a 3 BHK in Hebbal really costs
Base price, PLC, parking and GST, set side by side so you can compare like with like.
Do: Poppins heading, Inter body. Nothing else.
What a 3 BHK in Hebbal really costs
Base price, PLC, parking and GST
Don't: Substitute display faces, scripts, all-caps body or typewriter 'tech' styling.
Voice
We sound like the advisor you'd want across the table: measured, composed, intelligent, reassuring. Specific before persuasive. Our reference points are Zerodha's plain finance, Goldman Sachs's authority and Apple's clarity.
Tone
- Educational
- Analytical
- Calm
- Institutional
If PropFolioManager were a person
- The smart strategist
- The calm advisor
- The data scientist
- The wealth architect
- The family office consultant
Every property decision you make will be structured like a portfolio decision.
The promise every piece of work should keep.
Taglines, set in title case exactly as written
- Manage Your Real Estate Like a Portfolio.
- Built for Wealth. Backed by Data.
Values
- Trust
- Transparency
- Data-backed intelligence
- Long-term wealth thinking
- Customer first
- Warmth and compassion
- Reliability
- Institutional discipline
A 3 BHK in Jayanagar, priced against comparable launches nearby. Here is its PFM Score and what drives it.
Do: Specifics and evidence instead of a cliché and a countdown.
Your dream home awaits! Only a few units left. Book now!
Don't: A 'dream home' cliché, invented scarcity and a command to buy.
Past appreciation in this micro-market is in the report. It describes what happened, not what will.
Do: We never promise returns. We show the record and say what it can't tell you.
Guaranteed returns. This micro-market can only go up.
Don't: A guarantee no one can give, about a future no one can see.
The builder has announced a price revision. Here is what it changes in your budget, so you can decide in your own time.
Do: Urgency is the broker's tool. Calm, complete information is ours.
Hurry! Prices increase next week. Don't miss out!
Don't: Manufactured urgency: it pushes a decision instead of informing one.
Examples are illustrative, not real listings.
Phrases we avoid
- dream home
- dream property
- hurry
- book now
- don't miss
- do not miss
- limited units
- few units left
- limited time
- once in a lifetime
- guaranteed
- can only go up
- best deal
- unbeatable
- lowest price
- act fast
- grab
Brand family
PropFolioManager is the master brand. Everything else is named from it, with PFM as the prefix, so a reader always knows whose work it is.
| Name | What it is | How to write it |
|---|---|---|
| PropFolioManagerMaster brand | Master brand | One word, capital P, F and M. |
| AIRAAI Real Estate Advisor | AI Real Estate Advisor | Always all capitals. Never 'Aira'. |
| PFM ScoreOur proprietary project score | Our proprietary project score | 'PFM' in capitals, 'Score' capitalised, number after: PFM Score 72. |
| PFM Research ReportsResearch and market reports | Research and market reports | Full name on first mention. |
| PFM Wealth AdvisoryWealth advisory service | Wealth advisory service | Full name on first mention. |
| PFM Developer AdvisoryAdvisory for developers | Advisory for developers | Full name on first mention. |
| PFM Portfolio TrackerPortfolio tracking (in development) | Portfolio tracking (in development) | Only mention as 'coming' until it launches. |
Downloads and copy
Approved files and the words to describe us. If you need something that isn't here, ask rather than recreate it.
Vector and reversed artwork
SVG, EPS and a version for dark backgrounds
Short description
PropFolioManager is India's Real Estate Portfolio Advisory Platform. It helps buyers, investors and NRIs approach a property decision the way they would a portfolio decision: structured, data-backed and advised.
Long description
PropFolioManager is India's Real Estate Portfolio Advisory Platform. India does not lack properties; it lacks trusted advisors. PropFolioManager replaces brokerage thinking with portfolio thinking: every listed project carries the proprietary PFM Score, AIRA, its AI real estate advisor, matches projects to each buyer's requirement, and the PropFolioManager advisory team works alongside the client to a decision. PropFolioManager Technologies Private Limited is based in Bangalore and serves buyers, investors and NRIs.
Questions, or spotted a misuse?
Write to info@propfoliomanager.com. We'd rather answer a question than correct a print run.
Version 1.0, 2 October 2026: first web edition, from the PropFolioManager Brand Guidelines & Strategic Identity Manual V2. Typefaces set to Poppins and Inter across every surface.