Visual Identity Guidelines
May, 2021
Brand Guidelines
V1.0
Identity is cause; Brand is effect
Larry Ackerman
Brand Guidelines
V1.0
“ The e-ADR
Fulcrum ” The e-ADR Fulcrum, a pair of contrasting curved-bottom fulcrums, This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need - logos, typefaces, colors and more. We invite you to absorb this information and refer to it often
communicates peace and calm as emanating from balanced justice, resolved dispute, two sides of an issue fully weighed and resolved. Just like the pair of the legal scales representation. Should a twin teardrop be observed, it’s purely consequential. But it’s also appropriate as that may allude to the yin and yang of opposing energies existing in harmony. This consequence may also depict accuracy of vision and precision of power, which may be required in alternative dispute resolution procedures.
i.
BRAND LOGO
Brand Guidelines
Brand Logo
01
02.
MARK
Brand Guidelines
ORIGINS
A pair of contrasting curved-bottom fulcrums, like a pair of legal scales in clear perspective
+
Outline Underlying fulcrum
=
Filled Overlapping fulcrum
Logo Mark
03.
LOGO
MARK
Brand Guidelines
04.
MARK
CONSTRUCTION
Brand Guidelines
05.
LOCK
U P
Brand Guidelines
06.
LOCK
U P
Brand Guidelines
07.
LOCK
UP
C O N S T R U C T I O N
Brand Guidelines
08.
MONO
COLOR
Brand Guidelines
These are the neutral colorway styles for the logo, light logo on a dark background, dark logo on a light background
09.
MONO
COLOR
These are the colorway styles for the logo, Gunmetal and resolute gradient, Blast off bronze, Yale Blue and Blanched Almond
Brand Guidelines
10.
THUMBNAIL
MARK
Brand Guidelines
11.
MINIMUM
SIZE
Brand Guidelines
12.
SAFE
ZONE
Brand Guidelines
x
x
x
x
13.
LOGO
A P P L I C AT I O N
Brand Guidelines
14.
LOGO
A P P L I C AT I O N
Brand Guidelines
15.
LOGO
A P P L I C AT I O N
Brand Guidelines
ii.
ETHOS
Brand Guidelines
Ethos
The ethos of our brand; our promise
02
1 6 .
E X P E D I T E D
Expedited
17.
RESOLUTION
Peace, calm, justice, balance, stability, reliability
Resolutions
18.
REDUCING COST
Shave off, minimal, pruned, order)
Reducing Costs
iii.
BRAND COLOURS
Brand Guidelines
Brand Colours
03
19.
SOLID
COLORS
Brand Guidelines
Gunmetal #182938
Blast Off Bronze #9E6C58
Yale Blue #134B99
Viridian Green #139199
Blanched Almond #FFEDD1
20.
SOLID
COLORS
(BRAND)
Brand Guidelines
Gunmetal
Gunmetal
Blast off Bronze
Blast Off Bronze
21.
GRADIENTS
Brand Guidelines
Sandy Storm
Resolute
Mars Landing
22.
PA S T E L S
Brand Guidelines
Seashell
Blanched Almond
23.
COLOR
USAGE
Brand Guidelines
Gunmetal 35%
Blast Off Bronze 25%
Yale Blue 15%
Viridian Green 12%
Pastels 11%
i v.
TYPOGRAPHY
Brand Guidelines
Typography
04
24.
TYPOGRAPHY
This is the main typography for e-ADR: Bold (400)
Font Preview - Bold
Main header
Relish Pro Font Name
1234567890
Abcdefghijk
lmnopqrstuv
wxyz Font Preview - Light
1234567890
Abcdefghijk
lmnopqrstuv
wxyz
25.
TYPOGRAPHY
This is the body (paragraph) typography for e-ADR: Bold (400), Regular, medium
Font Preview - Medium
Body
Avenir Font Name
1234567890
Abcdefghijk
lmnopqrstuv
wxyz Font Preview - Book
1234567890
Abcdefghijk
lmnopqrstuv
wxyz
26.
TYPOGRAPHY HIERARCHY
Header
Font pairings and hierarchy
The Origin of was
Body
Before was was was, was was is.
Header
The Origin of was
Body
Before was was was, was was is.
v.
IMAGERY
Brand Guidelines
Imagery
05
Photography Themes
Clear, happy, bold, Resolute,
Balance Permissible Image filter styles #9E6C58
Alpha: 100
Blend Mode: Multiply
#134B99
Alpha: 100
Blend Mode: Multiply
#FFEDD1
Alpha: 100
Blend Mode: Multiply
Logo Placement
vi.
PAT T E R N S
Brand Guidelines
Patterns
06
27.
PAT T E R N S
Brand Guidelines
28.
PAT T E R N S
Brand Guidelines
29.
PAT T E R N S
Brand Guidelines
vii.
C O L L AT E R A L S
Brand Guidelines
Collaterals
07
30.
C O L L AT E R A L S
Brand Guidelines
31.
C O L L AT E R A L S
Brand Guidelines
32.
C O L L AT E R A L S
Brand Guidelines
“ 10x faster resolutions at 10x less cost ” Version 1.1