Logo

Primary Logo with tagline

The logo is the core of our visual identity. It is preferable to use this variation of the logo in all marketing materials.

Logo

A logo without a tagline is used on a par with the Primary Logo with tagline.

Clearspace

Clearspace

To preserve the integrity of the logo and ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides.

The minimum clear space required all round is defined by the height of the capital letter ā€˜Dā€™

Clearspace

On Color

Use the light versions of the logo on dark backgrounds. Use the dark versions on light backgrounds.

Partnership Lockups

Partnership Lockups

When using the logo in conjunction with other logos, please ensure that it has the same prominence and is sized appropriately to match the shape and size of the other logos displayed.

Horizontal Situation

Positioned to the left and of equal height other logos.

Vertical Situation

Logo positioned on top ā€“ width of other logo should not exceed width TheAD logo.

Partnership Lockups
Minimum Size

Minimum Size

When the logo is reduced there is a point at which it becomes ineffective. By establishing a minimum size for the identifier it ensures it is always prominent and readable across all media.

Minimum Size

Logotype placement

When placing the logo in a corner, the logo must be placed at an equal distance on both sides.

Incorrect Usage

Incorrect Usage

Our brand depends on correct and responsible usage. Below, we give examples of what not to do when using the logo.

Incorrect Usage

Colours

Corporate Colours

TheAD Black is our signature colour, and should be the predominant colour in all our outputs.

Primary

  • TheAD Black
  • HEX: #000000
  • RGB: 0, 0, 0
  • CMYK: 70, 60, 50, 100

Secondary

  • Dark Asphalt
  • HEX: #1f2127
  • RGB: 31, 33, 39
  • CMYK: 82, 71, 56, 73

Accent

  • TheAD Red
  • HEX: #ea1531
  • RGB: 234, 21, 49
  • CMYK: 7, 96, 79, 1
  • Pale Grey
  • HEX: #ebebeb
  • RGB: 235, 235, 235
  • CMYK: 9, 7, 7, 0
Primary Typeface

Typography

Primary Typeface

Our primary typeface is Gilroy Font Family. It should be used on all marketing materials.

Primary Typeface
Accent Typeface

Accent Typeface

Our accent typeface is Bebas Neue Font. Use for all headlines and the Signature.

Accent Typeface
Brand Imagery

Brand Imagery

Photography

Photography used in materials should be carefully selected. It should look natural, realistic, and not too posed.

Consideration should be given to use of real people for campaigns where possible.

Brand Imagery

Image Do Nots

Thead

Do not use images that
show fake technology.

Do not use images that are too dark or images taken at night.

Do not use images that feel posed.

Background_dark

Pattern/Background

Use the pattern to create additional visual interest.

Background dark

PSD
Background_dark

Background light

PSD
social media

social media

Template

The basic template for social networks includes a logo and a frame around the perimeter.

It is recommended to move parts of individual objects out of the frame.

social media
img company

Company Structure

theAD Company Structure

img company