Visual Identity¶
This document records core Alescent visual identity guidance for brand-consistent derivative materials.
Colour Palette¶
| Colour | Hex | Primary Meaning |
|---|---|---|
| Alescent Navy | #234559 |
UI, chrome, and filled pictograms. |
| Alescent Blue | #458BB1 |
Mark, strategy, executive management, and sponsorship. |
| 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¶
Inter is the single standard typeface family for new Alescent-branded materials: Word and other wordprocessor documents, Excel workbooks, presentations, websites, generated PDFs, and diagrams. This section is the governing typography source; medium-specific profiles implement it rather than choosing an independent brand family.
- Use Inter Regular for body text and labels, and Inter SemiBold or Bold for headings and titles. Use Inter Italic for appropriate emphasis. Establish hierarchy through size, weight, spacing, and placement, not a second heading family.
- Century Gothic, Eras, and Montserrat are legacy choices, not alternative defaults for new Alescent materials. Preserve historical source artifacts and issued documents; migrate editable templates and derivatives when they are deliberately revised or regenerated. A narrow content edit does not authorize wholesale restyling.
- Use the actual Inter font files available from the Inter project, retaining their licence notices when distributing them. Availability is not guaranteed in every editor or recipient environment. Prefer static desktop faces where an Office or export workflow cannot reliably handle variable fonts.
- Install or provision Inter in the target authoring and rendering environment where supported. Check the delivered artifact for substitution, wrapping, clipping, pagination, and required glyph coverage; specifying the font name alone is not verification.
- If Inter cannot be used, disclose the substitution. Arial is the document/Office fallback; existing automated PDF and diagram builds may use Segoe UI and then Latin Modern Sans as compatibility fallbacks. These are availability fallbacks, not separate medium-specific brand standards. Revalidate layout after substitution.
- A monospace face remains a functional exception for source code and identifiers that genuinely require fixed-width alignment; mathematical notation and unsupported scripts may require suitable specialist glyphs. Do not use this exception to introduce a second display or prose family.
- Logos and third-party marks are artwork, not text to re-typeset. Preserve prescribed customer templates and executed or issued artifacts unless their revision is explicitly in scope.
- Medium-specific standards may define sizes, line spacing, native Styles, and page geometry. They must retain Inter as the brand family. Simplify dense layouts before shrinking type to an unreadable size.
This decision was accepted by named participant on 2026-10-01 and is recorded in the Canonical Decision Register.
Guidance¶
- Use brand colours consistently with their intended meaning where practical.
- Alescent Navy and Alescent Blue share the same hue and remain two layers. Navy is used for UI, chrome, and filled pictograms. Blue is used for the mark and for strategy, executive management, and sponsorship.
- Correct legacy materials where orange and gold meanings were swapped.
- Avoid uncontrolled template styling.
- Preserve readability over decorative styling.