05

Brand Elements

Color

Our color palette is a core part of our brand expression: a distinctive system that helps us create recognition, clarity, and consistency. Use color deliberately and sparingly, following the approved palette and combinations. Do not introduce unapproved colors, adjust values, or use color in ways that compromise contrast or accessibility. Every application should feel intentional, cohesive, and unmistakably connected to the brand.

Mint 100 #F3F9F6

Mint 200
 #E2F1EA

Mint 300 #D3E9DE

Mint 400 #C2E1D2


Mint 500 #B1D9C5

Mint 600 #97BBA9

Mint 700 #7B9D8D

Mint 800 #607F71

Mint 900 #466052

Blue 100 #F0F1F5

Blue 200 #D3D7DF

Blue 300 #B7BDC7

Blue 400 #9CA2B0

Blue 500 #7F889A

Blue 600 #636F82

Blue 700 #48546B

Blue 800 #2C3A54

Blue 900 #111F3A

White #FFFFFF

Black #000000

Mint Bright #A5FECA

MINT Bright #A5FECA

Gradient

BLUE 500 #7F889A

BLUE 600 #636F82

BLUE 700 #48546B

BLUE 800 #2C3A54

BLUE 900 #111F3A

Typography

Typography is a core part of our brand expression. It influences how our voice is seen, read, and remembered.

Aspekta is our primary brand font and should be used in key marketing materials, including banners, hero statements, and headlines.

For everyday communications, such as letters and documents, use Arial.

XXL

XL

L

S

XS

XXS

XXXS

Build. Compound. Clarify.

XXL Bold

Aspekta 600

60pt

100% leading

Build. Compound. Clarify.

XXL

Aspekta 400

60pt

100% leading

Build. Compound. Clarify.

XXL Light

Aspekta 200

60pt

100% leading

Fallback typeface

Arial is our approved fallback font for situations where Aspekta is not available, such as editable Microsoft Office documents, shared templates, email signatures, or other system-dependent environments. It should be used only as a practical substitute to preserve clarity, consistency, and accessibility across platforms. When using Arial, follow the same approved hierarchy, sizing, spacing, and weight principles established for our primary typography. Do not introduce alternative fallback fonts, alter letterforms, or use Arial in ways that weaken legibility, consistency, or the integrity of the brand.

Patterns

Our brand patterns extend our visual identity through a modular system inspired by building: structure, repetition, connection, and forward movement. Used thoughtfully, they create depth and rhythm while reinforcing the idea of progress taking shape piece by piece. Patterns should feel intentional and architectural, not decorative or random. Use only approved pattern styles, scales, and color combinations to ensure every application remains clear, cohesive, and unmistakably connected to the brand.

Iconography

A catalogue of downloadable icons is available for use across decks, presentations, and other branded materials. These icons are designed to support clear communication, helping to simplify complex ideas, structure information, and add visual consistency across applications.

When using icons, select only from the approved catalogue to ensure a consistent style and quality. Icons should be used purposefully to support meaning, rather than as decoration, and should always complement the surrounding content.

Imagery

For ancillary brand touchpoints, such as blog posts and supporting content, use the approved abstract data visualization imagery available to download below.

AI & ML

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Nick Pileggi

Nick Pileggi

EXAMPLE IMAGERY IN USE

SNOWFLAKE

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EXAMPLE IMAGERY IN USE

Photography

When sourcing photography, prioritize imagery that feels human, candid, and grounded in real environments. Photography should feature people naturally engaged in their work, surroundings, or everyday moments, rather than staged or overly polished scenarios. Aim for images that convey authenticity, warmth, and a sense of lived experience.



Avoid visual clichés commonly associated with technology or artificial intelligence, such as glowing circuit boards, abstract data streams, robotic hands, blue-lit server rooms, or overly futuristic interfaces. The focus should remain on people and real-world context, not generic representations of technology.

Do

Use human-centric imagery that feels natural, not posed

Do

Prioritise real people in real environments

Don't

Avoid overly styled or generic stock feel

Don't

Avoid visual clichés commonly associated with technology or artificial intelligence

Example executions

Below are some example executions that showcase the brand elements in real-world touchpoints.

Social post

Social post

Social post

Social post

Social post

Social post

Social post

Social post