brand guidelines
logo usage color palette typography
3 8 11
logo usage
full-color logos PRIMARY VERTICAL FULL-COLOR LOGO SECONDARY HORIZONTAL FULL-COLOR LOGO
reversed logos PRIMARY LOGOS SECONDARY LOGOS
clear space
TIP
Use the width of the hex nut to help determine minimum clear space around each side of the logo.
clear space
TIP
Always make the ATI logo stand off the background with adequate contrast. Refer to the color guides for appropriate logo color usage and values.
DON’T
Don’t reproduce the ATI logo over a background that creates a low-contrast appearance, or vibrates with color.
Don’t reproduce the ATI logo in a color that creates low-contrast or diminished legibility.
Don’t use the ATI logo on top of unapproved or non-ATI brand colors.
Don’t stretch, flip or distort or alter the the ATI logo.
DO
Use Technology Blue, Electric Blue or Industry White to create adequate background contrast.
DON’T DO
color palette
color palette PRIMARY COLORS SECONDARY COLORS technology blue pneumatic gray hex nut gray flame orange voltage orange electric blue industry white 100 95 4 4 76 47 0 0 0 11 140 61 124 201 CMYK CMYK HEX #000b8c HEX #5c91c1 PMS 2738 C PMS 660 C RGB RGB 0 0 0 0 255 255 255 CMYK HEX #ffffff RGB 13 10 12 0 27 15 0 63 2 77 94 15 0 47 100 4 217 217 215 86 99 120 215 82 29 245 143 0 CMYK CMYK CMYK CMYK HEX #e4e4e2 HEX #58626a HEX #ca4d1c HEX f58f00 PMS Cool Gray 1 C PMS 431 C PMS 7579 C PMS 144 C RGB RGB RGB RGB
PRIMARY
color heirarchy
Primary colors should be used for headlines and subheads, or in areas where large color fills are approptiate.
Secondary colors should be used in a more limited capacity and reserved for accents and diagrams.
SECONDARY
typography
type family montserrat abc123 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz !?/:<>@#$%&(*)-+
HEADINGS & SUBHEADINGS
montserrat bold
tracking +10, lowercase (with the exception of names, places and any other relevant subject matter)
type layout
SECONDARY SUBHEADINGS
MONTSERRAT SEMIBOLD
TRACKING +50, ALL CAPS
BODY COPY
Montserrat medium
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Tracking +10, Above Example: 9/13 (point size/leading)
type color
TIP
Electric Blue should only be used for type set on Technology Blue backgrounds.
Hex Nut Gray should only be used for type set on Industry White, or Pneumatic Gray backgrounds.
headline
SUBHEADING
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headline
SUBHEADING
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