# Startup press kit: the page journalists actually use [Canonical HTML page](https://gradiently.design/guide/startup-press-kit) Reporters want the facts, the logo and a person to email, on a page that opens in one click. Here is what belongs on that page, and how to make every file usable. ## The short version - A startup press kit is a public page that gives a journalist your description, logos, images and a named press contact without an email exchange. - Include a boilerplate of about 50 to 100 words, founder bios and headshots, logos for light and dark backgrounds, product screenshots, colour codes, font names and recent news. - Offer each logo as an SVG and as a transparent PNG, with a file name that says which ground it is for. - Use the same background as your product for the page header, and publish a way to check who owns that background. A **startup press kit** is a public page where a journalist can describe your product, download a logo and email a real person, without waiting for a reply. Put it at /press, link it from the footer, and keep the boilerplate, facts, logos, images, colours, fonts and a named contact. This is not a sponsor deck. A [media kit for creators](https://gradiently.design/guide/media-kit-design) sells a collaboration. A press page serves a reporter on a deadline. If a block does not help them get the story right, leave it off. ## What to put on the page A stranger should learn, in order: what this is, who runs it, what it looks like, the latest facts, who to email, and whether the pictures are free to use. Put the contact in the first screen. | File | What to publish | Why it is there | | --- | --- | --- | | Boilerplate | About 50 to 100 words | The paragraph they paste | | Press contact | Name, role and email | Someone who reads it today | | Wordmark, light ground | SVG and transparent PNG | Dark ink for pale pages | | Wordmark, dark ground | SVG and transparent PNG | Light ink for deep pages | | Icon | SVG and transparent PNG | Avatars and tiny squares | | Founder photos | Square PNG, 1080×1080 | One crop for every founder | | Product images | PNG at 1920×1080 | The product, with a caption | | Colours and fonts | Names, hex, font names | No sampling a screenshot | | News | Dated links, newest first | What is worth citing | What the page holds. Add more only when a reporter asks. > **Name a person** Put a name, a role and an email you actually read in the first screen. A contact form or a shared inbox fails someone filing today. ## A boilerplate a reporter can paste Write what the product is, who it is for and what it does, in about 50 to 100 words. That is the paragraph a story will copy. Skip the mission statement, and any number you would not want quoted next year. - **One sentence** for captions and the first line of a mention. - **Two or three sentences** for a normal news item. - **The full boilerplate**, about 50 to 100 words, for a longer piece. Here is a boilerplate for a fictional product, Northline. Northline is scheduling software for independent clinic front desks. Practices use it to fill a cancelled appointment from a waiting list, so an empty slot becomes a visit the same day. > Write the paragraph you want quoted. A hurried reporter will quote the one you published. Date any figure, or leave the number out. Add the year you started, where you are based, and the category. For each founder, write two or three sentences and one fact, with a square headshot at 1080×1080 in the same crop, and a pronunciation line if the name is often said wrong. ## Logo files for light and dark grounds A white page, a dark theme and a single ink each need a different file. One full colour logo on a white box fails two of them. Publish a wordmark, a square icon, and light and dark versions, the set in [logo variations](https://gradiently.design/guide/logo-variations). A Northline wordmark labelled for light backgrounds, for use as a dark logo on pale pages The light-ground file: a dark wordmark as SVG and as a transparent PNG. A Northline wordmark labelled for dark backgrounds, for use as a light logo on deep pages The dark-ground file: a light wordmark in the same two formats. Show both on the page, on a pale patch and a deep patch. The picture is a preview. The download is the transparent file, with no rectangle baked in. Name files for a stranger's downloads folder: northline-wordmark-on-light.svg and .png, the same pair for on-dark, then northline-icon in both. Lower case, hyphens, no "final". [Brand asset management](https://gradiently.design/guide/brand-asset-management) covers the wider habit. Export each wordmark as an SVG and a transparent PNG, with the ground left out of the PNG. [Export SVG and transparent PNG](https://gradiently.design/guide/export-svg-transparent-png) shows how the two files differ. Do not publish a watermarked preview. It will be the file that gets printed. In Gradiently, tag each logo in the [brand kit](https://gradiently.design/guide/brand-kit-setup) for the ground it is made for, light or dark, and keep the one you use most as the main logo. Offer those same files on the press page, not a later export from a slide. ## Colours, type and the page header Publish named swatches with hex codes, not a picture to sample. A hero colour, one or two supports, and light and dark neutrals are enough. Keep that list in the [brand kit](https://gradiently.design/guide/brand-kit). The swatches below are a Northline example, not a palette to copy. - Ink: #0e1c2f - Paper: #f4f7fb - Signal: #1d6fe8 - Mist: #c5d9f5 - Deep: #16324f An example palette: a name and a hex code for every colour, ready to copy. Name the heading font and the body font. Attach the files only if your licence lets the public have them. [Font licensing](https://gradiently.design/guide/font-licensing) is the check. When you cannot share the files, the names alone are the right thing to publish. Make the header look like the product: 1920×1080 on the same ground as the site, with the name and one line. Auto ink keeps the line readable without a box behind the words. Caption each product image so an editor does not write one for you. A wide press page header reading Northline, scheduling for clinic front desks, on the brand ground The press header at 1920×1080, on the same ground as the product site. A shared press URL also needs a link preview at 1200×630. Founder photos can stay at 1080×1080. Decide the three sizes before you design, so the header is not a social post stretched sideways. - Press header: 1920 × 1080 - Link preview: 1200 × 630 - Founder photo: 1080 × 1080 Three image sizes the page itself needs. Logo downloads stay SVG and transparent PNG. If that ground is a claimed Mark, add the certificate number, like `GRC-7K2M-9QXA-4TPW`, and a link to [check the certificate](/verify). Anyone can see the holder and the history. It is a Gradiently registry record, not a trademark. [How to read a certificate](https://gradiently.design/guide/mark-certificate-verify) explains the result. ## Make every file one click away The page fails if the right file is a favour someone has to request. Put the downloads on the page, labelled in words. ### Avoid - A PDF sent only after an email - One logo on a white box - A form, or an inbox nobody reads - A mission essay instead of facts - Files named logo-final-v7.png - A watermark on the logo ### Do - A public /press page in the footer - SVG and PNG, named for the ground - A named person and a press email - A boilerplate they can paste - Names like northline-wordmark-on-dark.svg - Hex codes written out as text Ordinary links are enough. The download attribute asks the browser to save the file. Say the ground and the format in the link text. ```html

Amira Shah, press

``` Real files, labels a stranger can understand, no email gate. Skip unsourced counts, stock photos, retired logos and zips that ask for an email. Link two or three announcements, newest first. If you have no coverage, link your own launch note. ## Publish it in one sitting 1. **Write the words** One sentence, a short mention, and about 50 to 100 words. Add the year, where you are based, the category and the founders. Date any number. 2. **Export the logos** Dark and light wordmarks, each as SVG and transparent PNG, plus an icon. Name every file for its ground. 3. **Add colours and type** Hex codes and font names in text. Share font files only if the licence allows it. 4. **Design the header** A 1920×1080 header on the site's ground, and a 1200×630 image for the press URL. 5. **Add the certificate** If you claim the ground, put the certificate number on the page and link the public check. 6. **Publish the URL** Put the page at /press, link it in the footer, and send that URL when someone asks for the logos. When facts change, update the boilerplate and remove old logos. The page is done when a stranger can describe you, take the right logo and email a person. ## FAQ ### What is a startup press kit? A startup press kit is a public page, usually at /press, with the company description, logos, images, facts and a named contact a journalist needs to write about you accurately. ### Should a startup press kit be a PDF or a page? Make it a page. A PDF goes stale and often sits behind an email. On a page, a reporter can copy the boilerplate and download a logo without asking. ### Which logo files should a press page offer? Offer a wordmark for light backgrounds and one for dark backgrounds, each as an SVG and a transparent PNG, plus a square icon. Name the files after the company and the use. ### Do I need funding news before I publish a press page? No. Publish when you have a name, one sentence that explains the product, and a logo you are happy to see in print. Add news when it happens. ### How do I show who owns the brand background? If the header uses a claimed Mark, put its certificate number on the page and link to the public check. Anyone can see the current holder and the history. That record is not a trademark.