Brand Book
Our logo & how to use it
Our logo & how to use it
Our logo is the key visual asset for our business.
Building on the heritage of previous incarnations, the logo we have created is a classic, approachable and contemporary update that will represent the business for years to come.
Our logo & how to use it
Other ways to use our logo
Our logo can also be used on a darker background. Using the correct version allows the device to ‘pop’ without losing any of its appeal.
Using our logo when needed as a solid graphic is an option but only when it cannot be used with the full colour version.
Clear space
The AKP logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 28mm. Or when used on-screen it must be no lower than 80px.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
The primary logo can also be used on background photography within a clear light space.
The solid black or white version of the logo should only be used where one or two colours are available.
The white logo should also be used on dark background photography. Always ensure that there is enough contrast between the background and the logo, so that it’s clearly legible.
On dark, solid or brand colours the white logo should be used to ensure maximum legibility.
The white solid version of the logo is suited for dark or solid colour backgrounds when limited colours are available. This allows the logo to be clearly legible.
Our logo & how to use it
Do not rotate the logo
Do not rotate any part of the logo
Do not change the colour of any element
Things to avoid
The logo is a precious asset that represents the AKP Group brand. It should never be recreated and therefore only used as provided on artwork. Here are some examples to avoid.
Do not apply any effects or outlines
Do not obstruct the logo
TextDo not use on any dark patterned or distracting backgrounds
Strapline
Our strapline is the key support to our logo and encapsulates what we stand for.
The strapline sits to the righthand side of the ‘AKP Group’ on the logo itself, and should be seen in instances where more clarity about the brand is required, for example vehicle livery.
Typography
Typography
Primary typeface
Alexandria is the core typeface for the AKP Group.
This font can be used for print or digital.
Using different weights establishes a clear hierarchy of content and draws the eye to key information. For example, using the Bold weight for headers and the Regular weight for body copy.
Weights: Thin, Light, Regular, Medium, SemiBold & Bold.
ALEXANDRIA THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
ALEXANDRIA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
ALEXANDRIA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
ALEXANDRIA MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
ALEXANDRIA SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
ALEXANDRIA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()
Colour palette
Colour palette
Primary colour palette
Use our colour palette to complement the brand. These colours can be used as background colours or subtle hints of colour on a full white background.
pantone. 2188C
rgb. 37 59 83
cmyk. 91 70 42 39
hex. #253B53
pantone. 342C
rgb. 11 98 63
cmyk. 89 35 83 30
hex. #0B623F
pantone. 2965
rgb. 27 42 61
cmyk. 94 76 47 55
hex. #1B2A3D
pantone. 2406C
rgb. 132 160 109
cmyk. 54 22 66 5
hex. #84A06D
pantone. 2406C
rgb. 132 160 109
cmyk. 54 22 66 5
hex. #84A06D
Use our colour palette to complement the brand. These colours can be used as background colours or subtle hints of colour on a full white background.
pantone. 2408C
rgb. 63 109 75
cmyk. 76 35 75 25
hex. #3F6D4B
pantone. 4745C
rgb. 172 148 128
cmyk. 29 36 44 15
hex. #AC9480
pantone. 7592
rgb. 158 73
cmyk. 27 76 90 23
hex. #AC9480
pantone. 4165C
rgb. 52 101 96
cmyk. 78 38 54 31
hex. #346560
pantone. 4023C
rgb. 214 174 70
cmyk. 16 30 80 4
hex. #D6AE46
pantone.
COOL GRAY 6
rgb. 165 168 179
cmyk. 38 29 22 4
hex. #A5A8B3
pantone. 4725C
rgb. 174 132 109
cmyk. 26 45 52 17
hex. #AE846D
pantone. 7594C
rgb. 1158 73 36
cmyk. 27 76 90 23
hex. #9E4924
pantone. 4186C
rgb. 108 133 122
cmyk. 59 32 49 16
hex. #6C857A
pantone. 4026C
rgb. 190 143 15
cmyk. 21 40 99 11
hex. #BE8F0F
pantone. COOL GRAY 1
rgb. 217 218 228
cmyk. 10 7 5 0
hex. #D9DAE4
Knowledge Authority Integrity Down–to–earth New beginnings Growth
Warm Energetic
Spirited Entrepreneurial Credible Reliable
Our colour palette is made up of earthy tones, all different from one another but work together in unison.
The blue has a depth and strength which lifts it from the page
Using a gradient on the device gives depth and richness
Sub brands
These are our sub brands, which illustrate the services we provide. Each service has its own unique colour, which cannot be changed.
This brand architecture helps to convey the breadth of services within the group, giving each its own identitify, that are all united with the primary group logo
Clear space
The AKP Farming logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 35mm. Or when used on-screen it must be no lower than 90px.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
Clear space
The AKP Grading & Storage logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 36mm. Or when used on-screen it must be no lower than 102px.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
Clear space
The AKP Marketing logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 37mm. Or when used on-screen it must be no lower than 105px.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
Clear space
The AKP Distribution logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 40.5mm. Or when used on-screen it must be no lower than 115px.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
Clear space
The AKP logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.
Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.
The same rules apply to all other logos in the AKP Group.
Minimum size
The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 32.5mm. Or when used on-screen it must be no lower than 92px. If the text underneath the HPC logo is not ledgible at this size it can be removed.
If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.
This is how the primary logo and sub brands sit within our brand architecture.
The sub brands are part of the AKP Group, using variations of the colour palette to illustrate the service area.
Iconography & other devices
Iconography & other devices
The pattern
The AKP pattern is created using the main part of the AKP leaf device. This is outlined and then duplicated to create a linking chain - see example on the right. Overlaid in the different sector colors.
Iconography & other devices
The pattern
The AKP pattern can be used as a link to the AKP Group brand. This can be used zoomed in on documents or to highlight certain things in images for example, people.
Iconography & other devices
The pattern
The AKP pattern can be used as a link to the AKP Group brand. This can also be used in a solid form to highlight quotes and also images.
Infographics Styles
Our infographic styles take inspiration from the lead device within our brand.
When using the lead device to create infographics, simplicity is key. Try not to over use the device as this can complicate the look and feel of the infographic.
Iconography & other devices
Iconography
We use iconography in our brand to enhance messaging and as an alternative to imagery. Our icons are created using the AKP leaf device with a medium line. No filled shapes are used at all.
