(02) 8080 2100
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
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 ‘D’
On Color
Use the light versions of the logo on dark backgrounds. Use the dark versions on light backgrounds.
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 – width of other logo should not exceed width TheAD logo.
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.
Logotype placement
When placing the logo in a corner, the logo must be placed at an equal distance on both sides.
Incorrect Usage
Our brand depends on correct and responsible usage. Below, we give examples of what not to do when using the logo.
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
Typography
Primary Typeface
Our primary typeface is Gilroy Font Family. It should be used on all marketing materials.
Accent Typeface
Our accent typeface is Bebas Neue Font. Use for all headlines and the Signature.
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.
Image Do Nots
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.
Pattern/Background
Use the pattern to create additional visual interest.
Background dark
Background light
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.
Company Structure
theAD Company Structure
