Logo

DNA shapes

Color palette

Typography

Cards

Window sticker

Iconography

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Edenred brand guidelines

These guidelines cover the 5 core elements of our brand system: logo, color, typography, composition, and iconography. 

All our brand assets are available to download at our BrandCenter. Access here if you connect from the office, and here if you are an external partner (you will need to create an account).

Most requested assets


→ Edenred logos

→ Photo library

Logo


The Edenred logotype is a valuable element of our visual identity. The following examples are intended to demonstrate how to use the logo across a variety of situations to ensure that it is always presented with the best contrast and recognizable.

Always use in priority the red color. White color should be used as an exception.


Download the logo pack ↓

Logotype


The Edenred logo is instantly recognizable through its unique typeface and red circle.


The letters "Eden" should always be transparent.

wordmark wordmark-hover

Clearspace


Clearspace around the wordmark is equal to the height of the letter "e" in lower case.

clearspace-wordmark clearspace-wordmark-hover

Purpose


Our purpose has two claims.


“Enrich connections” describes Edenred's expertise to make connections stronger, smarter and safer. 


"For good": Edenred builds bonds that are rock solid and live long. It is also about progress and opening a better future.

purpose-centered-color

Color and scale


Color


The Edenred logo must always be displayed in red to ensure strong brand recognition. To comply with this mandatory guideline, ensure sufficient contrast with the background or place the logo within a distinct shape for clarity.

Exception


Customized clothing. 


The logo may appear in white on a red background exclusively to achieve visual symmetry. 


This exception is valid only when half of the clothing units are white with the red logo and the other half are red with the white logo. 

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Scale


In order to ensure legibility, the logotype should never appear smaller than these minimum sizes.

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Incorrect usage


The success of the brand depends on the Edenred logos maintaining a consistent appearance accross all communications.

In order to preserve the integrity of the logo, the following examples illustrate how it should not be used. 


These rules apply to the monogram and the product logo as well.


01 Do not change the color of the logo or elements of the logo.

02 Do not stretch or manipulate the logo.

03 Do not color "Eden" in white or any other color. It must always be transparent.

04 Do not crop the logo.

05 Do not outiline the logo.

06 Do not rotate the logo. Logo should only be applied horizontally (180°) or vertically (90°).

07 Do not place the logo on low contrasting colors.

08 Do not place the logo on busy or complicated backgrounds.

09 Do not add effects to the logo.

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Mobile App icon

The icon for Edenred main app, features a zoomed-in logo on a full Edenred red background, ensuring instant recognition and visual consistency across mobile platforms. 


This standardized design is crucial for maintaining our brand's identity and providing a cohesive user experience. 


Both Android and IOS verions are available.

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Favicon / Monogram


The monogram is a visual shorthand for the wordmark. It is designed for a digital use first : social media icons and favicons. 


In all other cases, the use of the Edenred logo must be your first choice.

Download the monogram

Two ways to use the monogram

monogram monogram-hover

Web site favicon & Social media icon

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Partnership


When we welcome a new entity within Edenred Group, we need to associate strongly their logo with ours. The best option is defined according to local factors and brand awareness. 


Co-branding logotypes are designed by the e-Quarter communication team.

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To sum up:

A good use of our guidelines values our brand

DNA shapes


Our graphic system is unique to Edenred and makes every communication identifiable, even when our logo is not visible. A set of two shapes allows us to play around with different compositions.

Circle & Ribbon shapes


The circle reminds of the Edenred logo red ball and the ribbon is an extension of the ball. The ribbon can be used horizontally or vertically.

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How to use the circle and the ribbon ?


Circles and ribbons can be used in your design in many ways. With Edenred font, as a container, as a background or as a key asset of the composition.

How to play with the shape on a digital application ?

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Ribbons and circles can be paired with typography to give rhythm to your titles. They only pair with Edenred font. The height of the shapes should align with the height of the lowercase letters. The width can be determined freely, as long as the composition remains harmonious. 

Ribbons and circles can hold photographs or illustrations. Make sure to respect a minimum 2:3 ratio to build your ribbons.

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Ribbons can allow the use of Edenred logotype on a color background without enough contrast.

Ribbons and circles can hold text, icons or key figures. To make sure your composition is well-spaced: the more text you put in a ribbon or a circle, the bigger the inner margins should be.

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Another way to compose our shapes is by playing with cut-out and trapping, following the graphic concept of our logotype. You may use with large typography elements or only with shapes.

Ribbons and circles are visible through navigation and editorial elements as well. Buttons, tags or small dots bring consistency to our design.

How to create the ribbon


01 Do not deform the ribbon. Make sure the ends are always perfectly round.

02 Do not deform the circle.

03 Ribbon shape should be recognizable. Make sure to respect a minimum 2:3 (or 3:2) ratio.

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To sum up

01


Our shapes are an echo of our logo 

02


Reinforce our brand identity

Color palette


Our color theory consists in two hero colors, and a secondary system which grants greater flexibility and ensures web accessibility. 

Primary colors


Edenred Red and White are our hero colors. They are made for our brand to be clear, iconic and recognizable. These two colors work to drive consistency and build equity accross all types of executions.

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Secondary colors


The secondary color palette consists of 14 colors — including black. These colors offer flexibility for our communication to adapt any subject and ergonomic issue. They are made to match with the Edenred Red. They should be used sparingly.



Our secondary palette works on a Bright to Light axe. Each Bright color has a Light tint.

Pink

rgb    255 89 120

cmyk    0 85 30 0

hex    #FF5978

pms    191 C

Light Pink

rgb    254 208 200

cmyk    0 21 14 0

hex    #FED0C8

pms    4032 C

Cold White

rgb    241 247 255

cmyk    10 2 0 0

hex    #F1F7FF

pms    656 C

Cobalt

rgb    13 138 255

cmyk    90 44 0 0

hex    #0D8AFF

pms    2174 C

Light Cobalt

rgb    176 239 255

cmyk    40 0 0 5

hex    #B0EFFF

pms    2905 C

Violet

rgb    113 28 255

cmyk    73 68 0 0

hex    #711CFF

pms    2725 C

Light Violet

rgb    200 195 255

cmyk    29 23 0 0

hex    #C8C3FF

pms    270 C

Mint

rgb    0 161 132

cmyk    93 0 57 0

hex    #00A184

pms    3275 C

Light Mint

rgb    152 246 219

cmyk    27 0 15 0

hex    #98F6DB

pms    331 C

vert-olive-bis

rgb    129 193 5

cmyk    55 0 100 0

hex    #81C105

Light Olive

rgb    220 246 145

cmyk    15 0 53 0

hex    #DCF691

pms    372 C

Black

rgb    0 0 0

cmyk    0 0 0 100

hex    #000000

pms    Black C

Grey

rgb    109 119 135

cmyk    58 45 26 17

hex    #6D7787

pms    4129 C

Light Grey

rgb    213 216 221

cmyk    16 6 0 0

hex    #D5D8DD

pms    650 C

Universes colors


Edenred’s solutions meet fundamental needs in the world of work, in three complementary business line. Each universe has its color, which is drawn from our secondary palette.

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How to use the color palette ?

1. Edenred Red (Original or Vibrant) is the hero color of the palette. It is cross-communication.


2. White also plays a very important role in our brand communications. It should provide balance with red.  


3. Cold White can be used jointly, for variation.

4. Black is dedicated to texts and icons : it should never be used on backgrounds or large flat tints.


5. Secondary palette should be used reasonably to enhance details or informations in the composition.

It is built with a light tint for each color.


Bright colors are to use for texts, figures, icons and small flat tints (such as ribbons and circles). Their density allow us to highlight details or information. They are not to use on backgrounds and large flat tints.


Light colors are to use for icons, small flat tints and backgrounds. They help us keeping a light composition.

Usage proportions

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Edenred Red and White are our hero colors.

Secondary colors are used to enhance key informations and small details in the composition.

See also: our 2022 digital integrated report video in DNA shapes chapter for more examples of colors in use.



Color variables

Sometimes, you might need additional color contrast in your design.


When needed, you can lower Bright colors' opacity following the rules below ↓

These diluted colors are to be used for data — such as graphs, figures or plans, for illustrations and for UI/UX purposes.


Only 10% and 5% opacity colors are to be used for backgrounds.


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Diluted colors can be used on plans or illustrations to add contrast and depth. 

Diluted colors can be used as flat tints to hightlight key figures or data information. 

Web accessibility

The following guide will help you to use colors in a way that ensure web accessibility. Our reference standard is RGAA (stands for Référentiel Général d'Accessibilité pour les Administrations). 

"AA" is the level of accessibility we need to provide to our users on web.


Important :


Cold White and Light colors are not to use on texts.


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To sum up

01


Red and white make us iconic

02


Our secondary colors should be used sparingly

Typography


Consistent use of typography is key to bring a brand to life. Our system includes 3 different fonts.

Edenred


Edenred is a unique font specifically designed for us. It helps us to express our personality and makes our brand unique. This is the font of the Edenred logo.


It should be used for big format of texts only (titles, key messages, etc.)

Download Edenred font ↓
font-01 font-01-hover

Ubuntu


Ubuntu is a Google font. It offers great balance with round and large Edenred as it is slighty more condensed.


You should use it for ordinary text.

Download Ubuntu font ↓
font-02 font-02-hover

Century Gothic


Century Gothic is only to be used for office templates (powerpoint, word, etc.)

centhury century-hover

How to use typography ?

Pairings


Pairing Edenred and Ubuntu highlights our main font.


When pairing, always look for contrast through size, go for balance through weight, and good hierarchy.

pairing

Call-to-actions

To create and identify call-to-actions for brand communications, you can go for a button with a shape of ribbon, a customized round cursor or a link.


button button-hover
link link-hover
oval oval-hover

To sum up

01


Our typography is a core element of our brand

02


Aim for contrast in the sizing

Card guidelines

Mandatory rules

Orientation: vertical layout


01 We strongly recommend a vertical layout if you distribute physical cards (vs horizontal layout for 100% digital solutions).

02 Minimum content on the front.

03 Front and back must have the same orientation 

and background color.

orientation: horizontal layout


01 If your solutions are 100% digital (no plastic cards), 

we recommend a horizontal layout.

02 Minimum content on the front.

03 Front and back must have the same orientation and background color.

vertical_layout vertical_layout2
horizontal_layout horizontal_layout2


Back of card


01 Design must be consistent on both sides.

02 Card number and technical information should be on the back.


Important: Issuer logo must be on the back all the time (please contact eQ Comms Dpt if not possible).

back_of_card



Logotype: 

Edenred in red only



The Edenred red ball is our most visible 

key asset. 

The use of our red logo in red is compulsory / white logo is forbidden.


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Size & logo positioning

Vertical layout

Horizontal layout

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size_pos_hor

Focus on Product name


Font: mandatory rules 


01 Ubuntu font 

02 Regular or medium font style 

03 Maximum font size 12 pt



Position 


Position to be defined according to the design of the card 

as far as you are in the personalization zone.


Design


All colors are possible including gradients as long as the contrast with Edenred logo is good enough to ensure a very good visibility of our logo.


Example below with light blue.


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design-card-blue

If not enough contrast with  color background , 

you have to isolate Edenred logotype in a specific zone.

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Best practices

collection
slice

Collection 

Red slice

home-page-cards

Check the whole cards portfolio 

of each business unit on the Brand Center

Cards portfolio ↓

Window Sticker 

Our window sticker must always contain our logo in red, centered, in a size that covers at least 80% of the space


Below that, you should enter your local Edenred website, and then inform the stores that the app is available for download

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Iconography


Photography plays a key role in representing our brand in daily lives and habits. Our photographs should be authentic and positive. 

Iconography is a good way to bring new forms of imagery to the brand. Our system is built on a wide range of icons that allows us to speak universally across various types of customers and segments.

People


We are a human network: behind every connection and every transaction, there is a person. Here are some tips on how to value people in our communications.


You should use in priority Edenred Brand Center photo selections.


Key rules:

01 Go for natural and authentic pause.

02 Capture diversity of gender and ethnicity whenever possible.

03 Subjects should be relatable.

04 Play around with our red color on clothes or environment if possible.

05 Use natural light and avoid any kind of filters.

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Edenred brand


When you need to represent our brand and our group at large, photography is a good ally and allows us to put our Red color and logo in context. More visuals to find on the brand center.

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Digital


Devices allow us to promote and enhance our digital products.


Our products are user centric, so it is ideal to show them in our users' hands. Prefer warm tones and natural light. 


Ready-to-adapt mockups are available on the Brand Center. All you have to do is retouch the picture by integrating your screen.

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Trends and concepts


There are some cases when you might need to use a stock photo. For example, to evoke a market trend or illustrate a concept. Here are some tips on how to choose a stock photo or illustration. More to find on the brand center.

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01 Lighting Make sure that the light is uniform.

02 Color Go for natural colors. Do not use photographs that are overedited. #NoFilter

03 Framing Opt for a correct and spacious framing.

04 Tonality Avoid cliché representations.


Looking for stock photos ? Go for Getty Images (under license) and Unsplash (license free).

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Icons


From interface essentials to more illustrated ones, our set provides a large range of icons.


Icons can be rendered in any color from the brand palette, as long as it remains legible.

Check out the full set

● Download ready-to-use set

for PowerPoint here.

iconography

To sum up

01


Make Edenred photolibrary your first choice

02


Go for natural and positive imagery



2023©Edenred