05
Brand Elements
Logo
Our logo is our primary brand expression: the most immediate and recognizable signal of who we are. It should be used with care, consistency, and respect across every touchpoint. Never alter, distort, redraw, or embellish the logo. Give it adequate space, use only approved colorways, and ensure it remains clear, legible, and unmistakably ours.
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

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
From Spec to Pipeline: inside phDats Tooklit’s Agentic Automation
Nick Pileggi
Nick Pileggi
EXAMPLE IMAGERY IN USE

SNOWFLAKE
Ship Snowflake Cortex Agents Faster: a Skills-First Workflow with Cortex Code + TrueLens
Omar Abid
Nick Pileggi
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
