Brand
guidelines
Contents
1.0 Logo
2.0 Color palette
3.0 Typography
4.0 Visual language
5.0 Illustration
6.0 Photography
7.0 Design examples
8.0 Brand heart
Intro
Our brand is where our story takes shape.
The ELM brand is more than just a logo. It’s an idea or perception that lives in the hearts and minds of people. It's the reputation, quality, personality, experience, message, and unique attributes of our company. It’s the intersection of what we say about ourselves, how we act, what people think of us, and why we’re different from our competitors. It’s authentic. It inspires and makes the ELM's contribution and values easy to understand.
By having a strong, unified brand we shape our audience perception and cultivate a personal connection through the stories we tell.
1.0
Logo
1.1
Primary logo
The primary versions of the ELM wordmark come in Ninja black or Snow white depending on the background color and should be considered as the first option whenever the logo is used.
Base image: Positive version
Hover image: Reverse version
1.2
Secondary logo
Although the Ninja and Snow versions of the logo are a great go-to, feel free to use any of our brand colors if you're feeling adventurous. Color variations are an easy way to add diversity to our communication.
1.3
Clear space
A minimum area of clear space must always surround the ELM logo. This area allows it to stand out by ensuring that any copy or other visual elements are kept clear from the logo.
Clear space is defined by the height of the letter E.
1.4
Don'ts
The success of the brand depends on the ELM logo maintaining a consistent appearance in all communications. In order to preserve the integrity of the logo, the following examples illustrate how it should not be used.
2.0
Color palette
Our color palette is a crucial element of our visual identity. Our colors help to create a differentiated and recognizable brand presence across all mediums. The following is a break down of our palette and how to use it.
2.2
Proportions
The ELM color palette is different across different applications but overall is consistent in how it is used. Here is an approximate breakdown of the intended color usage.
FLAMINGO
Primary brand color
NINJA
Secondary
SNOW
Secondary
ASH
Secondary
CLOUD
Secondary
SHRIMP
Accent
ROBIN
Accent
CITRUS
Accent
2.3
Contrast
The first and most important rule when using ELM's color palette is simple. Have fun with it. However, when working with text, remember to maximize your color contrasts.
Here are a few examples of possible color pairings.
3.0
Typography
3.1
DM Sans
Our typography system uses various weights of DM Sans. DM Sans is a low-contrast geometric sans serif design and is a free-to-download, free-to-use typeface.
3.2
Hierarchy
HEADLINE
Medium, Sentence Case
100 pt Size, 100 pt Leading
-25 pt Tracking
SUBHEAD
Medium, Sentence Case
50 pt Size, 60 pt Leading
-25 pt Tracking
BODY
Regular, Sentence Case
24 pt Size, 35 pt Leading
0 pt Tracking
EYEBROW
Bold, All Caps
24 pt Size, 35 pt Leading
50 pt Tracking
3.3
Type treatments
Here are a few ways to bring more pizzazz to your headlines.
Left aligned
Left aligned text is a simple way to create consistency across different assets and formats.
Duotone
Duotone is an easy way to focus on what's most important. Simply use one of our accent colors in parts of your headlines.
Underline
An another easy way to bring attention to your headlines is to underline one or few a words. Remember to match the width of your line width the font's stem size.
4.0
Visual language
Elm's visual language is a combination of simple and organic shapes. It is an easy and quick way to create beautiful and consistent visuals that will solidy brand recognition.
4.1
Blocks
Blocks are the bigger elements in our toolbox. They can be used as the foundation to your composition.
4.2
Shapes
Shapes are smaller than blocks.
Keep them away from the edges of your artboard.
4.3
Doodles
Doodles are slightly smaller than shapes. Consider pairing them with a shape.
4.4
Scribbles
Scribbles can be placed freely. Consider using them in a contrasting tone such as Ninja when using thinner lines.
4.5
Recipe
Here's how to assemble these visual elements in your design:
→ Pick 3 blocks
→ Pick 1 shape
→ Pick 1 doodle
→ Pick 1 scribble
→ Voilà
4.6
Examples
A few examples of assembled elements.
5.0
Illustration
Our illustration style is fun, whimsical, and focused on people. Outlines are thin and used sparingly and shapes are filled with organic patterns.
5.1
Icons
Each of our services and solutions has a specific icon associated with them. Make sure to use the correct icons when describing our offerings.
6.0
Photography
ELM's photography should feel authentic and inspirational, with people playing a central role. Follow these guidelines when sourcing photography.
6.1
Do
→ Highlight real people and emotions
→ Focus on a single subject
→ Be inclusive
→ Favor natural tones and lighting
→ Use high-resolution images
6.2
Do not
→ Choose photos that feel staged
→ Choose generic subjects such as buildings or landscapes
→ Use heavily saturated or contrasted photos
→ Use colorizing or dramatic filters
→ Use busy or cluttered images
6.3
Masks
When appropriate, you can mask an image using one of our shapes.
7.0
Design examples
Let's recap. When combining our logo, color palette, typeface, visual language, and photography guidelines, this is what the ELM brand should look like.
8.0
Brand heart
Our Brand Heart influences everything ELM does, from how we present ourselves to the world to how we treat our customers and employees. In this simple guide, we’ll show you how to articulate our Brand Heart (aka purpose, vision, mission, and values) so you can build a brand that’s aligned to your core beliefs.
8.1
Our purpose
Our purpose is to support organizations in establishing a strong culture of learning.
We believe that when people work together with a shared commitment to growing through learning, they are unstoppable.
8.2
Our vision
For the planet
Organizations succeed when they commit to continuous learning.
For teams and individuals, learning is essential to success, yet this is often missed by organizations. The desire to learn is curious, humble and wise. It’s an acknowledgement that we don’t know everything. While technology can enhance our pursuit of new knowledge, we’re ultimately learning from other people. So, we envision a future where people come together and form stronger bonds, exchange ideas and feel excited to continue learning at any age.
For the organization
To build a sustainable company of rowers.
We are creating a team of people who are passionate about learning and growing. No one is along for the ride, and anyone who drills a hole in the boat is thrown overboard. We’re all rewarded for putting in hard work.
8.3
Our mission
We create meaningful learning experiences to build community within an organization.
Our learning programs get measurable results because we combine neurolearning™ principles, design thinking, and compelling storytelling.
8.3
Our values
→ Put people first
From the lifelong learners we serve to the dedicated team who makes our work possible — people are not only important to our mission, they're our guiding focus. Our technology is robust and flourishing, but it pales in comparison to the power of the human brain. So we strive to nourish and stimulate minds and hearts by creating platforms and spaces for people to share the ideas, form the bonds, and create the solutions that make us stronger.
→ Never stop learning
Not learning is tantamount to not breathing. In other words, it's not an option. Knowledge is a mountain with no summit, so we embrace the journey upwards. There is always more to learn, so we are inspired by the fact that as much as we know today, we can discover even more tomorrow.
→ Be Self-Starters
Self-starters are the stars here. We don't wait to be told what to do or sit idle until our inbox gets full. We keep our ears to the ground and our eyes on the prize, remaining vigilant and alert for problems to solve and opportunities to pursue.
→ Innovate Through Creativity
Innovation is putting muscle on the muse. True innovation (not the cliche others brag about but rarely deliver) is taking an inspired idea and transforming it into a workable reality. Creativity is how you develop that idea in the first place. And it doesn't happen by sitting around waiting for an "a-ha" moment. It takes diligence, patience, and practice, guided by the belief that the end result will be worth it.
8.5
Brand heart statement
What we believe
Organizations succeed when they commit to continuous learning.
For teams and individuals, learning is essential to success, yet can often be undervalued by organizations. The desire to learn is curious, humble and wise. It’s an acknowledgement that we don’t know everything. While technology can enhance our pursuit of new knowledge, we’re ultimately learning from other people. So, we envision a future where people come together and form stronger bonds, exchange ideas and feel excited to continue learning at any age.
Why we exist
Our purpose is to support organizations in establishing a strong culture of learning.
We believe that when people work together with a shared commitment to growing through learning, they are unstoppable.
How we’re achieving our vision
We create meaningful learning experiences to build community within an organization.
Our learning programs get measurable results because we combine neurolearning™ principles, design thinking, and compelling storytelling.
Who we are as people
We’re self-starting creative innovators who put people first and never stop learning.