The main logos are normally used on very light & very dark backgrounds so the blue and teal colors are attention grabbers.

Secondary logos are subsets of the main logo to be used. They bring forth a more simple and elegant brand identity. White logos are used on darker backgrounds. And the Slate color logo can be used on very light colored backgrounds.

The Heading and Body fonts that are used as part of the brand guidelines are a combination of Serif (Cinzel) and Sans Serif (Inter) to create contrast, hierarchy, and visual interest in web & print materials.