Visual Identity¶
Purpose¶
This document records core Alescent visual identity guidance for brand-consistent derivative materials.
Colour Palette¶
| Colour | Hex | Primary Meaning |
|---|---|---|
| Alescent Blue | #458BB1 |
Strategy, executive management, sponsorship, and primary brand use. |
| Alescent Green | #A6B636 |
Functional or operational services and capabilities. |
| Alescent Orange | #F49125 |
Platform services and capabilities. |
| Alescent Gold | #FDC22E |
Cultural, social, and people-oriented services and capabilities. |
| Alescent Red | #DD5430 |
Negative indicators or alternate emphasis. |
| Alescent Violet | #954F72 |
Alternate visual emphasis. |
| Alescent Grey | #404040 |
Neutral foundation colour. |
Typography¶
The standard presentation typography is Century Gothic.
Eras typography may be used for certain document formats where established by prior brand convention, particularly in Word-to-PDF styled materials.
Typography should not be treated as more important than clarity. If the brand font impairs readability in dense analytical materials, the layout should be simplified.
Guardrails¶
- Use brand colours consistently with their intended meaning where practical.
- Correct legacy materials where orange and gold meanings were swapped.
- Avoid uncontrolled template styling.
- Preserve readability over decorative styling.