Andela Brand Book

Brand Guidelines 2022 Brand Guidelines

The Logo 01

The Logo Lockup Lockup Our lockup is set in color Green Black when placed on the light background and in white when placed on the dark background. The proportion, spacing and placement between each letters should not be changed. It is applicable on various brand color backgrounds.

The Logo Symbol Symbol Our symbol visualizes the spark that is created when people come together in the town square in an abstract and geometric form. This symbol is set in color Green Black when placed on the light background and in white when placed on the dark background. It is applicable on various brand color backgrounds.

The Logo Logotype Logotype Our logotype is the representation of our brand archetype—The Sage— visualized through serif letterforms with smart yet approachable look and feel. This logotype is set in color Green Black when placed on the light background and in white when placed on the dark background. The proportion, spacing and placement between each letters should not be changed. It is applicable on various brand color backgrounds.

The Logo Clear Space Clear Space The logo should always be given a generous field of clear space, in any application, to ensure its legibility and impact. This isolates the logo and protects it from competing visual elements such as text, photos, and graphics. The minimum amount of clear space that should surround the lockup and logotype is equal to the height and width of the e. The minimum amount of clear space that should surround the stmbol is equal to the height and width of the symbol.

The Logo Incorrect Usage Incorrect Usage Any misuse of the logo diminishes its integrity and that of the brand as a whole. Shown are some common misuses that must be avoided when designing with the logo. Remember that the logo must never, under any circumstances, be redrawn, modified, or altered in any way.

Color Palette 02

Color Palette Primary Palette Primary colors should be used in important brand moments to build recognition and association for our brand. Emerald is only be used for CTAs and text highlights Green Black HEX #132128 RGB 14 33 41 PANTONE 5463 C CMYK 86 69 59 69 Kale HEX #173B3F RGB 2 60 64 PANTONE 5473 C CMYK 93 58 60 50 Opal HEX #B0D6CE RGB 165 214 205 PANTONE 4162 C CMYK 35 2 22 0 Emerald HEX #56C870 RGB 86 200 112 PANTONE 2420C CMYK 72 0 83 0 Grey HEX #E6E6E6 RGB 229 229 229 PANTONE Cool Grey 2C CMYK 0 0 0 10 White HEX #FFFFFF RGB 255 255 255 CMYK 0 0 0 0

Color Palette Logo Usage Color Palette Usage: Logos When placing logos including lockup, logotype and symbol on a background color or an image, stick to the suggested usages on this page. 1. Green black logo on white background 2. White logo on green black background 3. White logo on kale background 4. Green black logo on opal background 5. Green black logo on grey background 6. White logo on an image

The Typefaces 03

Typography Headline Font Inria Serif Inria Serif Regular is our headline font. It is chosen for its intelligent yet approachable look and feel. Inria Serif family can be downloaded here Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Inria Serif Light / Regular / Italic / Bold

Typography Secondary Font Inter It is chosen for its clear and grounded look and feel. Inter family can be downloaded here Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Inter Light / Regular / Medium / Bold

For access to official artwork and any questions regarding the Andela identity, please contact: Jessica DeWitt [email protected]