Axelerant Branding Guidelines


Logos


The Primary Logotype

The Axelerant logotype is shown below (with permitted variants). To be used in most places, especially when used standalone, and online.

Axelerant-Logo-Web  Axelerant-Logo-Web-Dark


Secondary Logo

To be used mainly as shown below. This logo will have no wordmark, and can be used for online avatars, as icons, as part of cover images (eg. Facebook, Twitter, Google+, and other social media platforms).

Axelerant-Logo-Web-Monogram Axelerant-Logo-Web-Monogram-White

Placement

If you’re creating a composition, please put the logo in left corner areas (top/bottom), or center it on the page.

Exclusion Zone / Logo Spacing

An exclusion zone is to be maintained around the logo/wordmark to preserve brand integrity. The same to be maintained in the following way. Please make sure that images/vectors shared with third-party agencies have the same added on the image canvas, and that the same is implemented in placement.

Axelerant-Logo-Grid

Axelerant-Logo-Grid

Please default to our primary logo (above) before select an alternate logo. Only use the logos provided in Axelerant Brand Folder.


Do

All versions of the logo (except the reverse monochrome version), are encouraged to be used on a white or appropriately neutral background. Avoid usage on coloured backgrounds where logo visibility is compromised.

Axelerant-Logo-Do

Axelerant-Logo-Do

Don’ts

Do not alter, stretch, condense, stylize, or otherwise skew these images in any way. Do not place the logo over background colors that clash.

Axelerant-Logo-Don't

Axelerant-Logo-Don't

Our Colors

Colors associated with Axelerant Branding and collateral are as given below.

Primary Palette

Color Hex RGB CMYK
  #fc4c02 252, 76, 2 0, 85, 100, 0
  #212121 33, 33, 33 72, 66, 65, 73
  #424242 66, 66, 66 67, 60, 59, 45
  #616161 97, 97, 97 61, 53, 52, 23
  #bdbdbd 189, 189, 189 26, 21, 21, 0
  #e0e0e0 224, 224, 224 11, 8, 9, 0
  #f5f5f5 245, 245, 245 3, 2, 2, 0

 

Secondary Palette

Color Hex RGB CMYK
  #040828 4, 8, 40 90, 83, 52, 70

 

Our brand font

We use Montserrat to 'shout from the mountain tops' in headlines, ads, and marketing sites. Montserrat is a sans-serif typeface for the web, inspired by the signage found in a historical neighborhood of Buenos Aires designed by Julieta Ulanovsky in 2011 via a successful Kickstarter campaign. Montserrat is great for headlines, but for long form typography we've chosen to use Roboto fonts to allow content to be easily readable.

You'll see these native fonts used in customer-facing properties, internal documentation, diagrams, blog articles and marketing collaterals.



Headings

Montserrat

 

Body text

Roboto

 

Special inline text

Courier

 

Typography colors

For headings we mostly use the neutral color palette for typography, but when it comes to dark background we use white. Text links are in orange. We make exceptions here and there - mostly for campaigns, presentations. See the color usage guidelines for more information.

Color Usage

The Axelerant color palette is inspired by the optimism, drive, and desire that teams feel when creating and building new things.

Role of Primary Palette

Orange is our hero color. We use this orange to help us reinforce our presence and unify our touch points. It's sharp and clear, making it bold and optimistic. It is at the heart of every communication, and should be used intentionally but sparingly. As you'll see in the examples below, there are select instances in which our hero orange can be used in greater ratios to create a more dramatic effect. As with all colors in the palette, you should be mindful of the color values provided in these guidelines. When used appropriately and accurately, the colors have an incredible impact.

Notebook-Mockup-vol-2-Isometric-view  Open-Source-Sticker

Where do we use it?

It is often used for our logo color, backgrounds, CTA buttons, icons and text links. The accompanying shades of orange are used in illustrations to create depth and effects. 

Automated-Testing-Services    
Security-Testing-Services   

Role of Neutral Palette


Dark Neutrals

The dark neutrals are very effective for creating contrast and are therefore the primary color used for typography. Occasionally the dark neutrals are found in illustrations but they rarely dominate the palette. Some exceptions are page headers for contrast illustrations.

Commerce-Banner-Images-03  Commerce-Banner-Images-01  


Mid-Neutrals

Mid-tone neutrals are used when creating complex charts, graphs, and tables. In illustration, they can be used to create shadow and depth or to depict objects.

  Axelerant-Newsletter-Subscription

Light Neutrals

Light neutrals are helpful for offsetting content in a primarily white layout without losing warmth and cleanliness, and are therefore often used as a background color for web components, illustrations. They should never be used for text on light backgrounds because they do not create enough contrast. However, their subtlety allows for them to be helpful in creating subtle shadows or depth in illustration.

Agencies-Cost-Quality-Drupal-Outsourcing  Axelerant-Success-Global-Teams

Role of Secondary Palette

Our secondary pallete comes into use for our team images.

API-Testing-with-Postman-Part-1  Customizing-HTTP-Error-Pages-In-Drupal-8