Updated 20. 02. 2021
Edenred brand guidelines
These guidelines cover the 7 core elements of our brand system: logo, color, typography, composition, iconography, photography and tone of voice.
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.
Wordmark
The Edenred logo is instantly recognizable through its unique typeface and red circle.
The letters "Eden" should always be transparent.
Monogram
The monogram is a visual shorthand for the wordmark. It is designed for a digital use first : mobile apps icons, social media icons and favicons. To answer a graphic purpose, it can be used as well on goodies or offices design.
In all other cases, the use of the Edenred logo must be your first choice.
Signature
Our signature has two claims.
“We connect” refers to the central idea of our brand. We are a trusted network: we bring and connect people together by ensuring millions of daily transactions. We build trusted, lasting and secure connections.
"You win" means we go beyond simply connecting our customers. We want to make every connection meaningful and bring real value to our customers.
Product logo
Our product logos have two possible variations: 100% Edenred and 50% Edenred.
This system allows our business units to choose the brand architecture that fits the best to their respective market requirement.
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.
Clearspace
Clearspace around the wordmark is equal to the height of the letter "e" in lower case.
Color and scale
Color
Our Edenred logo should appear in red whenever possible to promote a good recognition of our brand. Our red logo can be used on White, Cold white and all the Light colors of our brand palette. It can also appear on light and minimalist photographs that ensure its legibility.
The white version of our logo should only be used on a red background or if the contrast does not ensure a good legibility.
Scale
In order to maintain legibility, the wordmark and the monogram should never appear smaller than these minimum sizes.
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.
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.
To sum up
01
Build trust through consistency
02
Adapt to the medium
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.
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.
Here are some guidelines on how to use them ↓
How to play with the shape on a digital application ?
Ribbons and circles can be paired with typography to give rhythm to your titles. They only pair with Edenred type. 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. Use them sparingly : 1, 3 or 5 according to the length of your title.
Ribbons and circles can hold photographs or illustrations. Make sure to respect a minimum 2:3 ratio to build your ribbons.
Overview of an email layout.
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.
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.
Incorrect usage
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.
To sum up
01
Our shapes are an echo of our logo
02
Build consistency
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. The purposeful use of these two colors works to drive consistency and build equity accross all types of executions.
Edenred Red
rgb 247 39 23
cmyk 0 100 100 0
hex #F72717
pms 485 C
White
rgb 255 255 255
cmyk 0 0 0 0
hex #FFFFFF
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 enlight 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
Olive
rgb 115 154 0
cmyk 41 0 100 22
hex #739A00
pms 377 C
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 four complementary universes. Each universe has its color, which is drawn from our secondary palette.
How to use the color palette ?
Usage proportions
1. Edenred Red 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. Cold White can be used jointly, for variation.
3. Black is dedicated to texts and icons : it should never be used on backgrounds or large flat tints.
4. Secondary palette should be used reasonably to enhance details or informations in the composition, without inpinging on the hero colors.
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.
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 2020-2021 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.
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.
Incorrect usage
01 Do not use non brand colors.
02 Do not use wrong color proportions.
03 Do not create color effects or new colors.
04 Do not use high color contrast.
05 Do no use gradients.
06 Do not use black in backgrounds.
To sum up
01
Red and white make us iconic
02
Our secondary colors should be used sparingly
Typography
Consistent use of typography is a critical to bring a brand to life. Our system pairs a custom font, Edenred, with a more condensed yet geometrically similar secondary typeface, Ubuntu.
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.
You may use it for titles or short paragraphs.
Ubuntu
Ubuntu is a Google font. It offers great balance with round and large Edenred as it is slighty more condensed. Its angles also give echo to the Edenred look.
You may use it for paragraphs or small subheads only.
Century Gothic
Century Gothic is only to use for office templates.
How to use typography ?
Pairings
Pairing Edenred and Ubuntu enlights our main typeface, whilst offering better legibility for paragraphs.
When pairing, always look for contrast through size, go for balance through weight, and good hierarchy.
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.
Important :
Action texts should always be written in Edenred.
Incorrect usage
01 Do not make different levels of text the same font size.
02 Do not make different levels of text the same weight.
03 Do not adjust kerning.
04 Do not write in all caps.
05 Do not use Ubuntu in titles.
06 Do not write texts in Light colors. Your text should always be legible.
To sum up
01
Our typeface is a core element of our brand
02
Aim for contrast in the sizing
Iconography
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 accross various types of customers and segments.
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.
App icons
Our mobile app icons are consistent with our Edenred monogram.
They share the same line thickness and whenever possible, lines « open » the red ball.
To sum up
01
Icons go along with texts
02
Roundness is key
Photography
Photography plays a key role in representing our brand in daily lives and habits. Our photographs should be authentic and positive.
People
We are a human network: behind every connection and every transaction, there is a person. Here are some tips on how to enlight people in our communications.
01 Go for natural and authentic pause.
02 Capture diversity of gender and ethnicity whenever possible.
03 Subjects should be relatable. Opt for real employees or users.
04 Play around with our red color on clothes or environment. It should appear subtle.
05 Use natural lighting and ensure the good balance of whites.
06 Capture different views, from close-up to wide view, in the same shooting.
07 Use depth of field to add contrast.
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.
Digital
Devices allow us to promote and enhance our digital products.
Human interaction Our
products are user centric,
so it is ideal to show them in
our users' hands. Prefer warm
tones and natural light. Be
sensible to the quality of the
montage: the photograph
should be credible and
conscientious.
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.
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).
To sum up
01
Make Edenred photolibrary your first choice
02
Go for natural and positive imagery
Tone of voice
Voice and tone express a brand’s essence, revealing who we are and what we stand for. It is crucial to set ourselves apart and to define our personality by choosing the right words, phrases and characteristics in all of our communications. That is what makes us distinctly
« Edenred ».
Core
Simple & direct
We know it’s hard to make things simple. So we are going to give it to you straight and always make sure to promote simplicity and transparency in everything we say.
Sincere
There are humans behind every activity we are involved in. So we try to bring a human touch to everything we do. Our language is authentic, honest and sincere.
Warm
We are curious, open-minded and thoughtful and we get enthusiastic to share our innovation. This is why our tone is always friendly, but never snarky.
Tools and tips
How to be...
Simple & direct
01 Choose clear words and strong verbs
02 Cut the adverbs
03 Turn passive voice to active voice
Sincere
01 Use concrete evidence
02 Limit exclamation points
Warm
01 Make negative statements positive
02 Always focus on solutions over problems
03 Use rhetorical question
To sum up
01
Talk like a sincere, caring person
02
Straight-forward and easy to understand
2021©Edenred