adform brand identity guidelines · acumin pro is our primary font for headlines. acumin pro make...

Adform Brand IdentityGuidelines

Table of Contents

2

Mission Statement 3

Logotype 4

Monochrome Logotype 5

White Logotype 6

Logotype Don’ts 7

Clear Space 8

Minimum Size 9

Logotype with Tagline 10

Monochrome Logotype with Tagline 11

Colors 12

Secondary Colors 13

Typography 14

Source Sans Pro 14

Acumin Pro 15

Arial 16

Imagery 17

Mission Statement

4

Our story is building the software that enables you to tell yours

3

Adform is the leading independent and open full stack advertising technology platform that encompasses data, creativity and trading into one seamless enterprise product suite, servicing media agencies, trading desks and advertisers.

Logotype

4

Logotype is our most valuablebrand asset. The font representssimplicity and experience.

The graphical element, replacingthe letter “O” in the logotype,illustrates the dynamics andopenness of the company.

Our primary logotype is the firstway that we signify the presenceof Adform.

Please use onlyapproved digital files.

Monochrome Logotype

5

The monochrome logotype is used when the background is colorful or when the colors are too similar to our brand colors.

Deep Blue RGB 0 60 90HEX #003C5ACMYK 100 50 15 60PMS 2965 C

RGB 115 115 115HEX #737373CMYK 0 0 0 60PMS Cool Gray 11 C

Grey

White Logotype

6

Solid white logotype may beused on a variety of coloredbackgrounds - solid colorbackgrounds as well as complexbackgrounds, such as photos orpattern fills.

Recommended backgroundcolors are Adform’s main colors.

Please allow sufficient contrastbetween the logotype and thebackground - if that is notpossible, use additionalbackground elements or use the full color logotype.

Logotype Don’ts

7

Our logotype should beconsistent throughout allmaterial.

For this reason please followa few rules to avoid impropermodifications or misuse.

Only use the specified colorsto represent our logotype

Avoid effects like outlines, glows,or any other techniques in orderto stylize the logo

Don’t use our primary logotypeversion against a green, blue,yellow or similar background

Don’t skew, rotate or stretchthe logotype

Leave enough clear space forthe logotype to breathe

Don’t place the logo on busyimages

Don’t use monochrome symbol

Don’t use other symbol instead Adform circle

Don’t use old logotype

Clear Space

8

Clear space is important for thelogotype to breathe. In order topreserve the integrity andvisibility of our logo and preventclutter. It is important that noother logotypes, type or othergraphic elements overlap with itsspace. The minimum clear spacearound the logotype is equivalentto the size of the “O” symbol.

Clear space around the “O”symbol is equal to double thediameter of the symbol.

The minimum clear space around the logotype is equivalent to the size of the “O” symbol.

Clear area is 2X symbol size

Minimum Size

9

The minimum size at which thelogotype may be used is 13x4mm for print applications and 58x18 pixels for digitalapplications.

18 px

58 px

13 mm

4 mm

10

Logotype with Tagline

The preffered use of the logotype with tagline is for big walls at events and roll-ups.

11

MonochromeLogotype with Tagline

The white style of the logo should be used on color backgrounds.

Colors

12

Our colors are an important part of our personality. We are confident, responsible, professional and flexible.

Use solid colors in printapplications and for text.

Blue is our main color. It helps ourusers immediately identify us.

Please use onlycorrect color codes.

RGB 10 130 190HEX #0A82BECMYK 85 40 5 0PMS 3005 C

RGB 95 195 165HEX #5FC3A5CMYK 60 0 45 0PMS 3395 C

RGB 235 215 105HEX #EBD769CMYK 10 10 75 0PMS 458 C

RGB 115 115 115HEX #737373CMYK 0 0 0 60PMS Cool Gray 11 C

Blue

Green

Yellow

Grey

Secondary Colors

13

Secondary colors arederivatives of Adform’s maincolors.

They may be used in addition tomain colors to create morevisual diversity in identityelements.

Additional colors cannot beused as a replacement for maincolors - the main colors mustalways be present in all material.

Please use onlycorrect color codes.

Deep Blue

Marine Blue

Sky Blue

Ice Blue

Teal Green

Mint Green

Silver Grey

Ash Grey

RGB 0 60 90HEX #003C5ACMYK 100 50 15 60PMS 2965 C

RGB 0 95 140HEX #005F8CCMYK 90 45 10 30PMS 7469 C

RGB 90 170 210HEX #5AAAD2CMYK 65 15 5 5PMS 298 C

RGB 170 210 230HEX #AAD2E6CMYK 40 10 10 0PMS 291 C

RGB 55 165 175HEX #37A5AFCMYK 75 10 30 10PMS 3135 C

RGB 140 207 183HEX 8ccfb6CMYK 45 0 35 0PMS 7478 C

RGB 160 160 160HEX #A0A0A0CMYK 0 0 0 50PMS Cool Gray 7 C

RGB 205 205 205HEX #CDCDCDCMYK 0 0 0 30PMS Cool Gray 3 C

Adform Yellow 70 %

Adform Yellow 50 %



RGB 35 35 35HEX #232323CMYK 0 0 0 80PMS Black 7 C

Dark Grey

Text color

RGB 224 85 69HEX #e05545CMYK 13 80 80 2PMS 7626 C

Red

Negative color

Typography

14

Source Sans is our primarytypeface for all body text. It is asimple font that has goodreadability and multiple weightsthat can be used to emphasizeinformation and text.

All text should have0 letter spacing.

All-caps type has poor readabilityand should be avoided except forshort statements.

Make every impression count



Source Sans ProSource Sans Pro Semibold

Source Sans Pro Regular

Source Sans Pro Light

HeadlineLorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi vulputate orci at neque auctor, sit amet sodales ex consequat. Cras quis lorem maximus, porta diam eu, fringilla orci.

Vivamus euismod elementum felis, molestie feugiat libero malesuada non. Cras eget eros nisi.

Typography

15

Acumin Pro is our primary font for headlines. Acumin Pro




Acumin Pro Wide Bold

Acumin Pro Wide Regular

Acumin Pro Wide Light

Your text hereLorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi vulputate orci at neque auctor, sit amet sodales ex consequat. Cras quis lorem maximus, porta diam eu, fringilla orci.


Typography

16

Arial is our primary font for Powerpoint presentations, emails and word docs,when there is no possibility to useAdform branded fonts (ie. Acumin Pro, Source Sans).

Arial



Arial Bold

Arial Regular

Your text hereLorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi vulputate orci at neque auctor, sit amet sodales ex consequat. Cras quis lorem maximus, porta diam eu, fringilla orci.


Imagery

17

Imagery is an important part of ourbrand assets. Our images should berealistic and high quality, natural,unique and the people in the imageshould be engaged.

The images should show realpeople, natural emotions and reflectAdform brand’s personality; open,informal, inclusive, fun, authentic,professional and creative.

As a global company, our imageryshould reflect diversity. Images shouldreflect the different cultural, genderand racial make up of our staff andstakeholders.

Images can be full color ormonochrome-tinted to Adform’s main colors.

For more information about our brand identity, contact us at [email protected]

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