Anthem Branding Brand Guidelines

Our brand mark

Sometimes, we prefer to simply use the Anthem Branding brand mark on its own instead of the full logo mark. It is important that the appearance of the brand mark remains consistent. as indicated in this document—there are no exceptions.

DO’S:

• Use these instructions to refer to Anthem Branding.
• Use the brand mark to represent the brand when mentioning Anthem Branding in an article or in print

DONT’S:

• Using the symbol to represent the letter "A" in a word.
• Altering or co-branding the brand mark.

Clearance

In order to give the brand mark maximum legibility and exposure, please allow for an area of clearance around the entire brand mark. This gives it prominence and ensures that it will not be obscured or diminished by other surrounding elements.

Minimum size

Never reproduce the brand mark at a size smaller than these recommendations, as it will result in the loss of their impact and readability

Logo layout

It is important that the appearance of the logo remains consistent across multiple platforms both digital and print. In ensuring that we use only 3 layouts

Primary Color Palette

We have a limited color palette to promote consistency within our brand

We generally use black or white as a background color on items like presentation covers and cream on larger content.

Typography

We use Helvetica as our primary typeface. Suitable for use in both screen and print, the font’s relative geometric simplicity offers a surprising level of legibility and sharpness, even at small sizes.

Image in use

DO’S:

• Use images as provided by Anthem Branding
• Images must be bright, bold and convey quality
• All PNG should be on top of a dark background
• Using high-resolution images of at least 300dp

DON’T:

• Stretch, warp, or disproportionately scale image
• Cut through or crop out main areas of images
• Using different color background for PNG images
• Using low-resolution images of at lower than 200dpi

Image, Copy and Overlay

Photography is used in web page headers, as the background in large CTAs, and in presentation templates. In these cases, photography is typically paired with a header, subheader, and a button. Here are some guidelines to follow to ensure proper contrast, legibility, and color balance.

DO’S

• Choose an image with room for copy.
• Use all white logos, copy, and icons on the image with color overlays
• If main areas is partially cropped out of an image, make sure not to cut off the top of the head

DON’T:

• Stretch, warp, or disproportionately scale image.
• Cut through people’s faces with copy
• Use a color image behind color overlay
• Use color on color
• Awkwardly crop image

Pattern & Texture

Texture use

Our Texture is always applied as a plain background on larger area and in some case can also be used with the pattern, where it’s placed on top while maintaining the same transparency.

Pattern use

Our Pattern can be applied on images, and dark backgrounds, to use the pattern on the image it must have a dark overlay below it to ensure visibility due to its transparency.

Icons & illustrations

Icons are used to assist copy in representing instructional and actionable meaning. It’s important that any icon we create represents the subject as closely as possible.

DO’S:

• Replace copy altogether with an icon
• Assume icons are universally understood
• Decorate or fill white space with an icon
• Combine many icons together to create an illustration
• Use color icons on color backgrounds

DONT’S:

• Replace copy altogether with an icon
• Assume icons are universally understood
• Decorate or fill white space with an icon
• Combine many icons together to create an illustration
• Use color icons on color backgrounds