Welcome to the Accelerant Brand Guidelines. Here you can find all the elements needed to successfully bring our brand to life.
These Brand guidelines are more than just a set of assets, they are a visual and verbal system that provide the flexibility to communicate across a wide variety of applications. They ensure a consistent framework, that conveys what our brand stands for and what sets us apart from.
01. Brand Strategy
Brand Strategy
1.1 Brand Purpose
Accelerant exists to connect specialty underwriters with risk capital in a uniquely intelligent ecosystem powered by data, technology and human expertise.
Brand Strategy
1.2 Brand Positioning
Reshaping Insurance.
We make insurance better for everyone by using technology to revolutionize business opportunity on both sell and buy sides.
Brand Strategy
1.3 Brand Proposition
What we do
We bring trust and transparency to the complex and often impenetrable insurance marketplace.
How we're doing it
Exchanging information to reduce risk. We share high quality information to provide a competitive edge for our members using our bespoke technology. This minimizes friction between underwriters and risk capital partners and creates added value. We call it the Accelerant Risk Exchange.
How it works
We harness the ever-increasing power of technology to harvest insights from data analysis and create personalized tools for individual business needs. This enables our Members and Risk Capital Partners to collaborate and thrive like never before.
Brand Strategy
1.4 Tone of Voice
Future-focused, bold, confident, and professional — but with a casual, approachable edge. We speak like a knowledgeable partner, not a faceless institution. Our tone balances authority with clarity and simplicity, making complex processes sound accessible and modern.
Future-Focused
Bold & Disruptive
Confidently positioned towards what’s next. Avoids legacy language. Uses terms like *future, next-gen, modern, reimagined, faster, smarter*.
Challenges old systems without being overly aggressive. Leans into transformation, innovation, and market evolution.
Casual-Professional
Knowledgeable
Clean, modern, and professional but avoids jargon and overly formal phrasing. Speaks plainly and directly.
Shows expertise in risk, capital, and insurance markets. Projects authority without arrogance.
Outcome-Led
Inclusive & Supportive
Focuses messaging on what the audience gains: speed, simplicity, opportunity, growth. Avoids over-explaining processes.
Positions the platform as a place for everyone in the insurance value chain to thrive — brokers, underwriters, capital partners alike.
Tone of Voice Usage
The following examples show how the Accelerant tone of voice can come to life through headline and subhead writing.
02. Core Identity Assets
Core Identity Assets
2.1 Primary Logo
The primary logo is available in two color variants—Accelerant Blue One and white out—to ensure clarity and impact across both light and dark backgrounds.
Exclusion Zone
The area of exclusion around the logo is defined by the height of the brand mark on all sides, ensuring clear space and visual impact in every application.
Minimum Size
For legibility purposes its important to not use our logo below a certain size.
Minimum Screen Size
W: 150px
Minimum Print Size
W: 20mm
Core Identity Assets
2.2 Logo Configuration
The flexible logo configuration allows the logotype and brand mark to be used horizontally or vertically, maintaining consistent proportions while allowing for adaptable spacing.
Vertical Lockup
The vertical lockup is a centered configuration, with the brand mark spaced at varying distances guided by the height of the logotype.
(roll over image for guidence)
Horizontal Lockup
In the horizontal lockup, the brand mark and logotype can be spaced at varying distances, using the width of the brand mark as a guide.
(roll over image for guidence)
Core Identity Assets
Brand Mark
On occasion, the brand mark may be used alone, but only when the logotype or primary logo appears nearby, such as on an adjacent display panel; if uncertain, always consult the brand team for guidence.
Exclusion Zone
The area of exclusion for the brand mark is defined by its height on all sides, ensuring clear space and visual prominence.
Minimum Size
For legibility purposes its important to not use our brand mark below a certain size.
Minimum Screen Size
W: 20px
Minimum Print Size
W: 15mm
Core Identity Assets
2.3 Color Palette
The color palette consists of five shades of blue and white. While all are part of the primary palette, Accelerant Blue One is considered the brand color.
Accelerant Blue 1
Accelerant Blue 4
Accelerant Blue 2
Accelerant Blue 5
Accelerant Blue 3
White
Core Identity Assets
2.3 Color Palette Ratios
It is important to use the colors in proportion to each other to achieve a consistent brand image, with brighter tones applied more as accents. The example below provides a broad guide to proportions and is not intended as a strict percentage to be followed.
Core Identity Assets
2.4 Type Styles
The headline font is Borna Regular, a free-to-use typeface available for download via the link to the left. Borna should be used only for marketing communications and not in PowerPoint or other platforms intended for external sharing.
Headline Font
Text Font
Our main text font is Inter, and is the same typeface used across our platform. It is an open-source font available from Google via the link below.
Core Identity Assets
2.5 Iconography
Icon usage has been standardised across both communications and the platform. All icons are sourced from Google and available via the link below.
Use the following settings to ensure all icons remain consistent across applications.
Weight: 100
Grade: 0
Optical Size: 40
Style: Rounded
03. Key Visuals
Key Visuals
3.1 Introduction – The Dynamic Wing
Inspired by the hummingbird, nature’s master of agility. Bold, precise, and adaptive. Our dynamic wing graphic becomes a symbol of confident disruption and fluid transformation, the visual expression of how we’re reshaping insurance.
Visual Research
The visual language draws from the motion of the hummingbird’s wing, preserving its meaning while allowing for practical use and broad adaptability.
Key Visuals
3.2 The Dynamic Wing in Motion
The dynamic wing was created using motion-first principles, abstractly referencing the layers of feathers to establish a distinct and ownable visual language for the brand that captures a feeling of both modernity and agility.
Use with Typography
The wing can be used in different states with typography, either as a simple background or revealing text through its layers. For guidance on suitable software and available templates, contact the brand team.
Key Visuals
3.3 The Dynamic Wing as a Static
Clippings from the moving dynamic wing can be used to create static assets.
Static Examples
A small library of static assets has already been created, but new versions may be generated from the master motion wing.
Key Visuals
3.4 Where to Apply the Dynamic Wing
The dynamic wing is best used for high-visibility, on- and offline applications where inspiring visual impact is required. Listed below are a few examples of appropriate uses for the dynamic wing key visual.
Web headers, presentation cover pages, Zoom backgrounds, event backdrops, event displays, e-shot headers, social media posts, press kits, corporate merchandise, office screens, recruitment materials, onboarding decks, digital signage.
Key Visuals
3.5 The Simplified Wing
A simplified graphic version of the wing has also been created to accommodate instances where it is used with overlaying information, providing a calmer canvas to ensure clarity.
The simplified wing provides a clear backdrop for delivering information while maintaining visual and conceptual connection. It can also be used to create branded transitions between different content.
Usage
The simplified wing provides a clear backdrop for delivering information while maintaining visual and conceptual connection. It can also be used to create branded transitions between different content.
Static Examples
Using the same principles as the dynamic wing, clippings can be taken from the moving wings to create static assets. A small library of static assets has already been created, but new versions may be generated from the master motion wings.
Key Visuals
3.6 Where to Apply the Simplified Wing
The simplified wing is best used for applications where visual impact needs to be balanced with information delivery. Listed below are a few examples of appropriate uses for the simplified wing key visual.
Presentation title slides, transition visuals, social media posts, event badges, printed materials and signage.
Key Visuals
3.7 Flutter Type
The essence of the wing further translates into typographic styling that reflects the layered nature of the feathers. This is called Flutter Type, creating a distinct and ownable visual asset that connects back to the central concept.
Flutter Type In Motion
Mimicking the nature of the wing through an animated template, Flutter Type is most effective when applied to one or two large words only. For guidance on suitable software and available templates, contact the brand team.”
Flutter Type as a Static
The same effect can be achieved in a static format by masking the text with varying crops.
04. Imagery
Imagery
4.1 Photography Art Direciton
Our photography style captures the genuine energy, confidence, and connection of Accelerant’s staff and members. Images should feel natural, candid, and human—reflecting the real people behind the brand. The following art direction tips outline how to achieve this tone and maintain consistency across all imagery.
Style & Tone
Candid & Unposed: the imagery feels like a behind-the-scenes look at real people and moments, with a focus on natural interactions, spontaneous expressions, and unguarded moments.
Lighting
Natural, Warm and Ambient: Use of natural, soft indoor light with the occasional flash photography.
Narrative Focus
Community in action: showing collaboration, togetherness, laughter to build a sense of human connection.
Customer-Centric Perspective: Consider the image from the perspective of the audience.
Everyday relevance: Depict people in familiar contexts.
Imagery
4.2 Brand Photography, Our People
Brand Photography
The selection below showcases a small sample of brand-level photography featuring our staff, the full library is available for download and use.
Imagery
4.2 Brand Photography, Our Members
Brand Photography
The selection below showcases a small sample of brand-level photography featuring our Members, the full library is available for download and use
Imagery
4.3 Event Photography
Event Photography
The selection below features imagery captured from our events, highlighting the energy and connection within the Accelerant community. A full library of event photography is available for download and use.
Imagery
4.4 Videography Art Direction
Our videography style follows the same principles as our photography—authentic, human, and focused on real moments of connection. Footage should feel natural and energetic, capturing the genuine spirit of the people and the brand. The following art direction tips outline how to maintain this consistent tone across all video content.
Style & Tone
Candid & Unposed: the imagery feels like a behind-the-scenes look at real people and moments, with a focus on natural interactions, spontaneous expressions, and unguarded moments.
Lighting
Natural, Warm and Ambient: Use of natural, soft indoor light with the occasional flash photography.
Narrative Focus
Community in action: showing collaboration, togetherness, laughter to build a sense of human connection.
Customer-Centric Perspective: Consider the image from the perspective of the audience.
Everyday relevance: Depict people in familiar contexts.
Imagery
4.5 Interview Videography
Interviews
Our approach to interviews is always natural and informal, capturing genuine voices and moments; below is a short selection from an ever-growing library of footage.
Imagery
4.6 Team Interaction Videography
Team Interactions
We also aim to capture broader team interactions, showcasing collaboration, energy, and the human side of the brand. This footage is intended for use in general communications, promotional films, and other content that highlights the culture and spirit of Accelerant.
For access to the full library of footage, or for guidance on capturing specific subjects or events, contact the brand team at brandteam@accelerant.com.
05. Type Principles
Type Principles
5.1 Layout & Scale
Scale and layout can be used to reflect the motion of the wing in a static form, with careful positioning and proportion subtly suggesting movement.
Dedicated layout grids have been created to help achieve this dynamic, rhythmic effect consistently across applications.
Type Principles
5.2 Hierarchy
Titles
Titles for all marketing communications should be set in Borna Regular and be at least twice the size of secondary headers.
Secondary & Stand First
Secondary headlines should also be set in Borna Regular across all marketing communications and be at least twice the size of the body text.
Body Copy
Body text should align with the fonts used across the platform, using Inter Bold for subheaders and Inter Regular for main body text. Always ensure legibility through appropriate size and color contrast.
Type Principles
5.3 Color Usage
The use of color in typography generally follows the color ratio principles outlined in Section 2. Other blues from the palette may be applied to highlight specific words or phrases, which is the preferred method over using bolder font weights.
06. Solutions & Services
Solutions & Services
6.1 Introduction
From a business perspective, it can sometimes be advantageous to highlight a specific solution or service. To support this, a bespoke icon style and naming convention has been developed to ensure consistency and unity across the portfolio. Always consult the brand team before creating new icons to confirm that the offering fits within this framework.
Icons, Not Logos: These symbols function as icons to aid recognition and navigation and should never replace or take precedence over the Accelerant logo.
Consistency and Control: It is essential to manage the use of existing Solution and Service icons and to consult the brand team when creating new ones, ensuring consistency across the portfolio.
Solutions & Services
6.2 Accelerant Marketplace
Marketplace Icon
All our icons are constructed as a monogram of the name, incorporating a subtle reference to the solution or service offered. In this instance, the icon reflects the partnering of services to drive growth.
Icon Usage Examples
The icon is designed to enhance recognition and support navigation and should never appear more prominently than the masterbrand logo.
07. Application Examples
Application Examples
7.0 Social
To retain a consistent appearance across social posts, certain elements and layout principles have been created.
Member Spotlight
Consisting of 4 key elements.
– Establishing statement (5-6 words)
– Sector relevant photography
– Member Logo (white out)
– Inspiring quote and credit (14-18words)
– Highlighted key takeaway
Member Spotlight Photography
When selecting photography, clearly highlight the specialist sector the member operates in. Images should use depth of field where possible to create consistency across spotlight posts and provide a clear area for text placement. A small selection is available for download, with additional options available through free image libraries such as Unsplash and Pexels.
Employee Spotlight
A simple two-page structure should be used, prioritizing brand imagery of staff wherever possible. Avoid bland quotes and instead use inspiring, thought-provoking statements that reflect the strength of the brand and its people.
Blog Posts: Carousel
Multiple-page blog posts should break up heavier content through a clear and engaging structure. Use strong title hierarchy, brand imagery where appropriate, brand icons and supporting statistics, and a balanced mix of the simplified wing and solid color backgrounds to create rhythm and improve readability.
Blog Posts: Single
For quick single-article posts, templates are available using a range of background variations. Always apply a strong title hierarchy, pull out key text where possible, and avoid overloading the layout with excessive content.
Press Release & Announcements: Carousel
Press releases should remain engaging and to the point, using strong structure and clear narrative flow. Large pull-out statistics and key figures should be used where possible to capture attention and improve click-through rates.
Careers & New Joiners
Animated templates have been created for job hire announcements and new joiner announcements. These are available as downloadable MP4 files.
Application Examples
7.1 Out-of-Home
The following are best-practice examples of the assets in application. They are intended to showcase some of the possibilities achievable with the assets outlined in previous sections and serve as inspiration and benchmarks for creating your own.
Our brand at its most expressive, the Times Square spectacular delivers maximum impact and exposure, with messaging kept simple and direct.
Out-of-home and display applications provide an opportunity to use the assets in a bold and uncompromising way. This approach is not exclusive to this media and can be applied across most display formats, both online and offline.
Animated assets, such as Flutter Type, should be used generously to reinforce the concept of flexibility and agility, while strengthening ownership of these unique visual elements.
Application Examples
7.2 Events
Events such as the Global All Hands and Member Event provide excellent opportunities to deploy animated assets, creating engaging walk-on screens and speaker introductions. Static versions can be used for signage and merchandise to maintain a consistent brand experience.
Application Examples
7.3 Website
Application Examples
7.4 Powerpoint
Our master PowerPoint template is available in two variations: dark and light. Choose the version best suited to the display environment—light templates work well on large screens in brightly lit rooms, while the dark version is preferred for more controlled settings. It is acceptable to mix templates within a presentation to add pace and visual interest.
08. Employee Assets
Employee Assets
8.1 Download Center
09. Help & Advice
Help & Advice
9.1 Download Center
Help & Advice
9.2 Useful Contacts
brandteam@accelerant.com