Aventus
Visual Identity
Brand Guidelines & Assets
September 2024
Contents
Intro
This guide will help to familiarise you with Aventus’ core brand elements to assist you
in creating consistent, dynamic and powerful communications.
Logo
Our primary logo is the most visible element of our identity: a universal signature across all communications.
It is a guarantee of quality that unites our product, partners, and communications.
The logo is made up of two elements. The logotype and the mark.
Primary Logo
Logo Mark
The logo mark can be used as a standalone graphic when needed, when space is limited or in instances where the logo has already been used.
Logo Dos and Don'ts
Do
→ Use the white logo on dark bacgkrounds
→ Use the dark logo on light backgrounds
Don't
→ Stretch the logo
→ Change the lock-up proportions of logo elements
→ Use non-approved colours
Clear space
The logo has a surrounding safety area —free of text, graphics, and other elements that might cause visual clutter — to maximise its recognition and impact.
For any easy guide, you can use the 'e' in Aventus to measure the clear space needed.
Typography
Mona Sans
Mona Sans is the primary font used in branding materials.
Mona Sans Bold is used for headlines and Mona Sans Regular is used for body copy.
Mona Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Substitute Fonts
Montserrat may be used if Mona Sans is not available in certain scenarios.
Colour Palette
Colour Scale
Electric Violet
Pale Canary
Cornflower Blue
Aquamarine
Blue Zodiac
Gallery
Black
Alabaster
Iconography
Icons are one-colour or dual-colour outlined designs.
Secondary Graphics
Besides the Aventus standard logo and mark, there are secondary graphics & backgrounds that can be used in materials to add texture and visual appeal to white space.
These graphics should never be used to replace the logo.
Photography
Photography is a powerful and dynamic tool.
When deciding what type of imagery to use for Aventus, keep a few things in mind:
1) Vibrant and clear
2) Never pixellated
3) Diverse and energetic
4) Human and technology focused
Tone of Voice
How we talk is how
we are perceived.
Our brand voice never changes. Regardless of the situation, it’s how someone will know they’re hearing from our company on a blog post, a product page or a social media post. It’s a signature to our brand and ensures consistent messaging.
We are an enterprise solution that requires the buy-in of multiple stakeholders, so it’s important that we are simultaneously perceived as experts in our field and approachable.
We write in short sentences and with plain, thoughtful language. With the customer always at the center, we avoid using jargon or overly complex language that might alienate our audience.
We are results front-loaded: rather than explaining what blockchain is, what it does and how it can help your audience – start with the results it can drive for them and work your way back.
We use active language: “We delivered 7% efficiency savings for APH”, not “APH saw 7% efficiency increase with our technology”.
We use strong, assertive language: “blockchain drives efficiency for energy companies”, not “blockchain can drive efficiency for energy companies”
Aventus © 2024