# Media kit
Pareto brand guidelines provide logos, icons, and descriptions about the brand.
## About Pareto
Tagline
Pareto is an on-chain private credit marketplace.
Short description
Pareto is a private credit marketplace that connects institutional lenders and borrowers, providing scalable, yield-generating opportunities and bridging institutional capital on-chain.
Boilerplate description
Pareto is a private credit marketplace that connects institutional lenders and borrowers, providing scalable, yield-generating opportunities and bridging institutional capital on-chain.
Tailored for asset managers, digital asset funds, and other professional investors, Pareto offers seamless access to regulatory-compliant alternative credit products. Its infrastructure emphasizes transparency, automation, and flexibility. Credit Vaults are the core primitive: they eliminate utilization-based inefficiencies, reduce operational overhead, and improve capital efficiency for both lenders and borrowers.
As the financial landscape evolves, Pareto aims to set a new standard for institutional credit with fully automated, data-driven lending solutions.
## About USP
Tagline
USP is a credit-backed synthetic dollar.
Short description
USP is a synthetic dollar protocol backed by real-world institutional-grade private credit, alongside a globally accessible savings asset, sUSP.
## Brand assets
### Logos
Pareto's logo visually represents the core principles of liquidity flow, financial connectivity, and cyclical capital movement, emphasizing the Pareto 80/20 principle.
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### Typography
Primary font: [GT Sectra](https://www.grillitype.com/typeface/gt-sectra)
Secondary font: [GT America Mono](https://www.grillitype.com/typeface/gt-america)
### Colors
#### Primary colors
