1. Introduction
Maintaining a consistent brand identity is crucial for recognition and trust. This guide outlines the correct usage of our branding elements, including the logo, colors, typography, and acceptable applications.
2. Logo Usage
Primary Logo
The primary logo includes both the icon and wordmark. It should be used whenever possible.
Secondary Logo
The secondary logo consists of the icon alone and is used in scenarios where the wordmark is not required.
Clear Space & Sizing
To maintain legibility and visual impact, ensure there is sufficient clear space around the logo, equal to the height of the logo icon. The logo should never be resized to a width smaller than 100px for digital or 25mm for print.
Placement Guidelines
- The logo should always be used in its original proportions.
- It must not be stretched, rotated, or distorted.
- It should not be placed over busy or low-contrast backgrounds that reduce legibility.
3. Approved Colors
To maintain brand consistency, only the following colors are approved:
- White Version: HEX #FFFFFF, RGB (255, 255, 255), CMYK (0, 0, 0, 0)
- Off-Black Version: HEX #1A1A1A, RGB (26, 26, 26), CMYK (0, 0, 0, 90)
No other color variations are allowed. The logo should never be presented in alternative colors, including gradients or patterns.
4. Typography
For consistent branding, use the following fonts:
- Headings: AeroHate – AeroHate Font Purchase.
- Body Text: Adobe Scala Sans – Only Available with Adobe Subscription.
These fonts should be used only when directly representing the brand. However, individuals and organizations are free to use suitable free alternatives when promoting their own messages, as long as it is clear they are not speaking on behalf of the brand. For example, non-commercial materials such as informational cards are exempt from needing to use these fonts.
Substitutions for official brand representation are not permitted without explicit approval.
5. Backgrounds & Contrast
The logo should always be placed on backgrounds that ensure maximum readability. Acceptable backgrounds include:
- Solid black or white
- High-contrast neutral colors
Avoid placing the logo over complex images, patterns, or colors that reduce visibility.
6. Acceptable & Unacceptable Uses
✅ Acceptable Uses
- Non-commercial use, such as fan projects or community event promotions.
- Educational use, including research papers, articles, and presentations.
- Editorial use, such as news articles and blog posts discussing our brand.
❌ Unacceptable Uses
- Modifying, distorting, or recoloring the logo.
- Using the logo in a way that suggests false endorsements or partnerships.
- Commercial use without explicit written permission.
- Incorporating the logo into products or merchandise without approval.
7. Requesting Permission for Logo Use
For any usage outside of the acceptable list, explicit permission is required.
- To request approval, please contact the Branding Team.
- Unauthorised use will be subject to legal action if necessary.
8. Downloadable Assets
The following branding assets are available for approved use:
- Logo Files: SVG, PNG
To download the assets, visit: Download Page.
For any further inquiries, contact: Branding Team.