Brand Guidelines
English
Our brand identity is made up of unique visual elements, values and guiding principles. When combined, they create a distinctive and recognisable look and feel for the Allkem brand.
This guide will give you an understanding of the brand and help you to create clear and powerful communications that are both dynamic and flexible.
If you have a query about specific use of the Allkem Brand Identity, please contact Phoebe Lee.
Our logo
Our logo is directly representative of our purpose and the connections we create to enable a brighter tomorrow. It positions us as a bold and purposeful organisation, distinguishing us amongst competitors and suppliers.
The logo is made up of two parts – our symbol and our wordmark. There are two combinations of our logo available, with horizontal and vertical lock-up’s of our symbol and wordmark. Their usage principles are detailed as follows.
Our logos should never be redrawn or modified.
Logo usage
Colour
Our primary logo is created in Electric violet and Navy or White. To ensure legibility when used on top of photography, gradients and solid colours, alternative colour variations are available.
When it is not possible to reproduce our logo in our brand colours, we have one-colour versions. These are available in positive (dark blue) for placing onto a light background, and negative (white) for reversing out of a dark background.
We prefer our coloured logo as it will help us to build a recognisable brand. Therefore we only use one-colour versions in exceptional circumstances, such as when one-colour limitations are in place.
Clear space
When using our logo, it is important to allow enough breathing space between it and other elements such as type, images or partner's logos, to maintain our brand equity and impact.
A simple clear space formula has been created where ‘X’ is defined using the height of the letter ‘A’ from our wordmark. This minimum space must remain constant at all times.
Minimum size
Our logo should not be reduced to sizes smaller than:
75px wide for digital applications
22mm wide for print applications
When the logo is required in smaller usage, the symbol should be used on its own and not reduced to sizes smaller than:
15px wide for digital applications
5mm for print applications
Correct use of logo
To the right are some examples of the correct usage of our logo.
Wherever possible please ensure that our primary (preferred) logo, in positive or negative format, is placed upon a coloured background or image with sufficient colour contrast to maintain clarity.
If this is not possible, it is acceptable to use our secondary logo in positive or negative format to maintain contrast and clarity.
Logo stacked
For instances where we seek a bolder application of our brand, we use the stacked version of our logo. The stacked logo has an altered relationship between our brand symbol and our wordmark to create more impact and immediacy of brand recognition.
The stacked logo can also be used when we do not have much horizontal space to work with, but still require prominent brand placement.
It is not the preferred application of our brand - please seek permission before using it.
Stacked positive
Stacked negative
Tagline
Our Tagline ‘Together we go further’
is a direct manifestation of our brand
concept. It references the connections we build with our people, customers, communities and partners to achieve positive outcomes for all.
Logo with tagline
We have created versions of our logo in combination with our tagline, in positive and negative, full-colour and one-colour variations.
These lock-up’s should not be altered or recreated.
Please observe our primary logo
usage, clear space and minimum size
requirements detailed above.
Sub-brands
We have established a flexible brand architecture system, to accommodate operational autonomy and preserve established equity with customers, communities and employees for each operational asset.
Our new brand architecture creates a consistent suite of sub-brands that benefit from the endorsement and brand equity of the Allkem Master Brand Identity.
Logos
Sub-brand logos for each current operational asset are available in colour and mono format in our sub-brand asset pack available for download below.
In the instance that a new operational sub-brand needs to be created, this should be coordinated with the Group Marketing Function. In no instance should a sub-brand be altered or created without first seeking approval from Group Marketing.
Logo usage
When using a sub-brand logo, it is important to allow enough breathing between it and other elements such as type, images or partner's logos, to maintain our brand equity and impact.
Minimum space:
A simple clear space formula has been created where ‘X’ is defined using the height of our brand symbol. This minimum space must remain constant at all times.
Minimum size:
Our sub-brand logos should not be reduced to sizes smaller than:
30px / 10mm width of the Allkem symbol in the sub-brand lock-up.
Typography
For all brand and marketing communications, we use our corporate brand font Halyard. We have selected Halyard because of its unique characteristics that mirror the shapes in our logo. It is a distinctive font with a broad functional range of uses, making it work particularly well at very large and small sizes, each one amplifying its functional capability and aesthetic appeal.
Halyard is available in a variety of weights and styles, please see font usage below.
Hierarchy example
Together we go further
We foster connections to help the world build a brighter tomorrow
The world is on the verge of a transformation that will define our future on this planet. In this transition to a low-carbon economy, we all have a part to play. Through transformation, creation and combination, we provide the materials to make the future possible.
Headlines & titles
→ Halyard Micro Medium
→ Halyard Micro Book
Body copy
→ Halyard Text Medium / Medium Italic
→ Halyard Text Book / Book Italic
→ Halyard Text Thin / Thin Italic
Internal
Calibri is used for all internally produced editable Microsoft PowerPoint and Word document templates.
Calibri is a universal font that is commonly available on most platforms and operating systems.
Our colours
Our colour palette helps to define our unique aesthetic and represents a confident and contemporary business.
Our colours have been chosen for their luminous quality in the digital world, positioning us as a company at the forefront of innovation enabling human progress and advancing possibility.
Navy
Electric Violet
Pale Pink
Pale Grey
White
Coral
Gradients
We have selected complimentary colours from our palette, to create graduated tonal shades that work well as both dark and light backgrounds.
Our gradients transition from dark to light in a positive upward trajectory, representing optimism and natural light sources.
Do not blend between colours that have not been approved and are not shown on this page.
Photography
We use photography to tell our story of human endeavour and ingenuity, to enable a brighter future. Our subject matter is driven by this concept – a symbiosis of people, planet and progress that make this vision possible.
Imagery can be used to illustrate any of these themes independently, or in combination to suit your message or medium.
Content can range from our own assets and employees, to the end usage of our products and their application.
Principles
To the right are several photographic principles that will aid the selection and direction of Allkem photography.
Relevant
Our images are always relevant to our audience and our messages. Imagery should convey meaning to get the attention of our stakeholders.
Contemporary
Our images are unique, fresh and contemporary. Always in bright colour, with high contrast and clarity to inspire our audiences.
Authentic
Wherever possible, we use professionally shot imagery of our people and our operations, to establish trust and inspire confidence.
Aspirational
Our images should represent the unbounded possibilities we enable. Through our images we reflect our positive outlook on the future.
Overview
The Allkem brand has been designed to be flexible in application, enabling us to communicate with different audiences across various touchpoints in unique and interesting ways.
Each application of our brand is a celebration of what makes Allkem unique: our people, our assets and our ambition to build a brighter future.
The following section will provide guidance on the various ways that we can use our brand to build awareness, preference and advocacy with our stakeholders.
Glass bézier window
We can use our brand as a lens to highlight and amplify content.
This method is used primarily for high-impact applications such as advertising and can only be created with professional creative software.
Replicating this effect in application, requires the use of our Brand symbol and our Glass bézier window.
Step 1
Begin with an appropriate image that conveys your intended message or mood.
Step 2
Align the brand symbol centrally to your layout, then copy and paste your image into the symbol at +15% magnification. Next paste the Glass Bézier Window device on top of your magnified image with the same scale and alignment.
Step 3
Combine the composition with other brand elements to complete your layout.
Branded container
We can use the shapes in our Brand Symbol as a holding device.
This application of our brand is highly flexible and can be used in a variety of ways as demonstrated.
In application it is easy to implement and requires the use of our brand symbol which is available for download in the Allkem logo pack.
Step 1
Position the logo as a placeholder, adjusting scale and placement to suit the usage intent and layout. Do not rotate or flip the symbol, however it is acceptable to remove sections to simplify the layout if required.
Step 2
Fill the shapes of the logo with colour or image(s), and combine with other brand elements to complete the composition.
Our Purpose
We are all connected in the quest to make a more sustainable world possible.
It will demand every bit of ingenuity, determination and empathy we can garner. And it will only happen if we all work together.
We foster connections to help the world build a brighter tomorrow.
Brand concept
Together we go further.
The world is on the verge of a transformation that will define our
future on this planet. In this transition to a low-carbon economy, we all have a part to play.
Through transformation, creation and combination, Allkem provides the materials to make the future possible.
Value proposition
The connections that we create with employees, customers, communities and shareholders enable us to deliver on our promise.
These bonds are built on trust and shared interest, and they help reinforce every relationship we hold, anywhere in the world.
Brand pillars
Our purpose is underpinned by our brand pillars – four key ideas. They shape our story and keep us focused, relevant and honest.
Sustainability
Leadership for the road ahead
Ambitious strategies to ensure the long-term social, environmental and economic sustainability of the business.
Culture
A place to believe and a reason to belong
Supporting and empowering our people to become an effective force for good.
Innovation
Imagine the future every day
Boundless curiosity and open collaboration to remain relevant amid constant change.
Reach
World-class assets for a global challenge
Proven and diversified assets to deliver quality materials to every key market in the world.
Brand personality
These attributes define what we want the brand to communicate, both visually and through messages and tone of voice.
Innovative
Our curiosity is focused on outcomes
We work together with our partners to find new solutions for pressing challenges.
Caring
Together, we are at our best
We believe in forging strong bonds with employees, customers and communities, so we can help them thrive.
Passionate
We put heart and soul into everything that we do
The stakes are higher than ever, and the road ahead will demand nothing short of our very best.
Reliable
We keep our promises
Our commitment to consistently deliver serves to reinforce our reputation as trusted and competent partners around the world.
Ambitious
The sky is the limit
We are brave and optimistic, always looking for new opportunities to advance our purpose.
Downloads
Allkem Logo pack
Allkem corporate logo's in all formats and colour variations.
Allkem Sub-brand logo pack
Allkem sub-brand logo's in all formats and colour variations.
Download branded MS Templates
Allkem Microsoft PowerPoint Template
Full (PDF) brand guidelines can be downloaded here:
Thank you
For all enquiries please contact:
Allkem Reception
T: +61 8 9215 1700
E: reception@allkem.co
www.allkem.co
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