Design guidelines
Our brand plays a pivotal role in creating legacies that will transcend.
Our designs aims to
Narrate, captivate and endure.
Narrate
We recognise that stories have always driven significant change. They educate, inspire, and pave the way for greatness.
Captivate
We design for continued engagement because we know without a strong focus, legacies can’t be built.
Endure
We don’t adhere to trends, we stand the test of time. We’re classic and timeless, like all legacies.
Our design principles
Always in motion
Our brand should always engage and excite. That’s why our platform is centred around video content.
Classic & timeless
Similar to legacy's, our brand will stand the test of time. Our transitions and aesthetic are classic, we don’t pivot to trends.
Human & emotive
Great stories connect with their audiences on a human level. If we can connect, we can empower. If we can empower, we can create change.
Content is the hero
Our content does two things that are key to our mission: it informs and it drives action. That’s why our interface is minimal, so our content can take centre stage.
Adaptable content
Education is key to our strategy and everyone learns differently. Our design is adaptable catering for all types of content.
Relevant
While our brand stands the test of time, it’s never stale. Our brand allows for the ever changing landscape in which we exists. Our system caters for evolution and growth.
Logotype
Primary logo
Used across most applications to show our full brand presence.
Secondary logo
Is to be used when there is little space or if our brand is mentioned elsewhere.
Spacing
The logo clear space is defined by the ‘s’ in the logo at 100%.
We only ever display the logo in the below colour ways.
Colour variations
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Rely on data, not guesswork
Avoid speculations
When presenting data or insights, always cite sources or context
Use statements like "According to our research..." rather than "We think..."
We use Visuelt Pro across all our communications. We give flexibility with our brand using various font weights between regular, medium and bold.
Typography
Our colour palette is primarily dark, to ensure focus and visibility of our video-led content. We use our primary blue sparingly, only when we want to make an impact.
Colour palette
Electric Blue
#0545F1
Used as a primary focus in visuals. Do not overuse this colour.
Black
#0D0D0D
Our brands base. This black is used for our base background colour and text.
Dark Grey
#181818
Used as a layering option in our dark mode.
Mid Grey
#282828
Used as a primary focus in visuals. Do not overuse this colour.
High Emphasis
#FFFFF
Our primary white used for headings and main call out text.
Low Emphasis
#FFFFF at 60%
Used for paragraph text and subcopy.
Secondary
Our secondary palette is used for things like infographics and gradients.
Our visual aesthetic is sophisticated and simple. Guided by minimalistic principles, we prioritise uncluttered visuals with a darker, harmonious warm colour palette, ensuring each visual blends seamlessly with our dark colour palette.
Visual aesthetic
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Simplicity is key
Choose visuals that have a simple and clean composition. Overly complex images can clutter the interface. Aim for simplicity in both subject and colour palette.
Opt for muted and warm harmonious colours
Less bright and more muted higher contrast images will align better with our dark colour palette. Don’t choose visuals with bright, oversaturated colours. Think blacks, browns, beiges and whites.
Emotive, relatable content
Relatable content that mirrors their experiences of challenges, victories, perseverance, and passion will feel familiar and authentic to them. We should capture genuine emotions, depict individuals in their true environments, and visually convey the highs and lows of their experiences.
Nothing amateur
Use images that genuinely represent our members. Avoid stock assets that may look staged or inauthentic or not at the pro level e.g. college football.
High-resolution and premium
Always utilise high-resolution images that reflect the excellence and professionalism of the members we serve. Grainy or low-quality visuals are not acceptable.
Cultural sensitivity
Be mindful of the diverse backgrounds and cultures of our members and ensure that visuals are inclusive and respectful. Also be mindful to ensure incorporation of diverse visuals.
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Item description
See how our brand is rolled out across different applications.
Applications
Emails
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Website