Artsformation
Identity Guidelines

The following sections outline the graphic identity for Artsformation. You can download a full package of assets [40mb] → Here. Or choose individial assets to download below.

Changelog:
  • 25-09-2020: Initial guidelines published
Logo

There are 2 versions of the logo, monochrome and color.

The color logo is the canonical mark but it can be replaced by the monochrome logo in contexts where one of the gradients is also being used. See example applications for clarification.

Generally the monochrome logo should be used in contexts where it is required to be more subtle, for example in a footer or credits block, or where colour reproduction is not possible.

Color Logo
Artsformation Logo Color Preview
PNG (.png) 1000×200px [821kb]
PNG (.png) 3000×600px [594kb]
Monochrome Logo
Artsformation Logo BW Preview
EPS (.eps) [196kb]
EPS (.eps) [196kb]
PNG (.png) 1000×200px [821kb]
PNG (.png) 3000×600px [594kb]
Transparent PNG 2000×400px [23kb]
Color Scheme

While this is the color scheme that the identity is built from, these colors are generally not used alone. For backgrounds, use one of the gradients which can be downloaded in the gradients section

Dark Blue
Hex:
#011649
Red:
1
Green:
22
Blue:
73
Blue
Hex:
#064ced
Red:
6
Green:
76
Blue:
237
Blue
Hex:
#20b177
Red:
33
Green:
177
Blue:
119
Pink
Hex:
#d43568
Red:
212
Green:
53
Blue:
104
Orange
Hex:
#ff5e2e
Red:
255
Green:
94
Blue:
46
Yellow
Hex:
#f3d54b
Red:
243
Green:
213
Blue:
76
Grey
Hex:
#777777
Red:
119
Green:
110
Blue:
119
Gradients

Rather than solid colors from the scheme above – one of the identity gradients should be used as when a background color is required.

Gradient 1
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 2
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 3
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 4
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 5
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 6
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 7
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 8
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 9
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Gradient 10
PNG 200px [~25kb]
PNG 1000px [~500kb]
PNG 3000px [~2mb]
Typography

Shaping Digital
Policy-Making

Hero Title — Media Sans Regular
Used sparingly – eg. for website sections, important titles.

Transformation is not necessarily a revolution. It is not a violent and total break with the present

Title — Nimbus Sans L Condensed Bold
Used in social media templates, individual posts on the website, report cover pages.

Transformation is not necessarily a revolution. It is not a violent and total break with the present. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Body Text — sans-serif system font
Applications

Example applications of the logo in context to clarify use of monochrome or color logo.

Avoid using the color logo when a gradient background is also being used.

Instagram Newsletter
Example 2: Instagram Card, color logo with black background