--- title: Acumen 2023 Brand Guidelines description: Acumen is a global leader in social and economic transformation, dedicated to solving poverty and creating a world of dignity. Learn about Acumen's logo, color palette, font, photography, presentations, stationery, and brand language guidelines. image: https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert6.png --- ![LogoSimple](https://www.remotish.agency/hubfs/LogoSimple.jpg) ![LogoSimpleWhite](https://www.remotish.agency/hubfs/LogoSimpleWhite.png) - Mega Menu - Menu item 1 - Mega Menu #### Header - Item 1 - Item 2 - Item 3 - Item 1 #### Header - Item 1 - Item 2 - Item 3 - Item 1 #### Header - Item 1 - Item 2 - Item 3 - Item 1 #### Header - Item 1 - Item 2 - Item 3 - Item 1 Let’s Talk! [ACP funds](https://brand.acumen.org/acp-funds?hsLang=en)[Download Guidelines](https://drive.google.com/file/d/1js_-ULTOFZySWL9f4z5KnjJ_n0gIcx1X/view?usp=drive_link) [Logo](https://brand.acumen.org#Logos)[Color](https://brand.acumen.org#Color)[Font](https://brand.acumen.org#Font)[Photography](https://brand.acumen.org#Photography)[Brand Assets](https://brand.acumen.org#Assets)[Briefs](https://brand.acumen.org#Briefs)[Messaging](https://brand.acumen.org#Brand_Language) [Download guidelines](https://drive.google.com/file/d/1xj1ywzy_s23ItJcZj9nTXoaQ1dFB_idP/view?usp=drive_link) # Brand Assets ![Acumen A hero image and animation](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Header.webp) [Logo](https://brand.acumen.org#Logos)[Color](https://brand.acumen.org#Color)[Font](https://brand.acumen.org#Font)[Photography](https://brand.acumen.org#Photography) [Brand Templates](https://brand.acumen.org#Assets) [Presentations](https://brand.acumen.org#Presentations)[Stationery](https://brand.acumen.org#Stationery)[Zoom backgrounds](https://brand.acumen.org#Zoom)[LinkedIn banners](https://brand.acumen.org#LiB) [Messaging](https://brand.acumen.org#Brand_Language)[Briefs](https://brand.acumen.org#Briefs) ## Logo Here are some options for the main Acumen logo. Please do not alter the logo in any way. Use only the colors and versions as described in the brand guidelines. When placing the logo over images, please use the wordmark in a single color instead of the full logo, as the various colors could look rather busy over imagery. We have also listed below logos for Academy, Alliances, and Ventures. The colors for these are fixed and do not change as with the main Acumen logo.  ![Acumen Vertical Logo - Pink](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Acumen_vert_pink_covercard.png) ![Acumen Vertical Logo - Green](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert5.png) ![Acumen Vertical Logo - Light Blue](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert4.png) ![Acumen Vertical Logo - Red](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert3.png) ![Acumen Vertical Logo - Orange](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert2.png) ![Acumen Vertical Logo - Blue](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Vert1.png) There are six colorways for the vertical Acumen Logo. ![Acumen Horizontal Logo - Pink](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Acumen_hor_pink_covercard.png) ![Acumen Horizontal Logo - Green](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Horiz5.png) ![Acumen Horizontal Logo - Light Blue](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Horiz4.png) ![Acumen Horizontal Logo - Red](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Horiz3.png) ![Acumen Horizontal Logo - Orange](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Horiz2.png) ![Acumen Horizontal Logo - Blue](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Logo-Main-Horiz1.png) There are six colorways for the horizontal Acumen Logo. ![Typemark Black](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Acumen_wordmark_covercard.png) The wordmark is available in black and white, and is recommended for use on top of photographs. ![Acumen Regions logo](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/New%20Logos/Acumen_regions_covercard.png) The regional logos come in six colorways. These logos are to be used when referencing regional Acumen work and where Acumen has a fund, portfolio investment, or Academy program. For further guidance on using the logos, please refer to the brand guidelines. ![Acumen Academy Vertical Logo](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Academy%20-%20Vertical/Academy-logo-NEW.png) ![ Acumen Academy Horizontal Logo](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Academy%20-%20Horizontal/Academy-logo-NEW-horizontal.png) --- ## Color Acumen's color palette comprises 34 colors, divided into 19 primary and 15 secondary shades. To maintain consistency in Acumen's visual identity, adhere to the following guidelines regarding color usage. \- Utilize the primary color palette for all brand collateral, including presentations, marketing materials, social media graphics, printed and digital assets, and event materials. \- Ensure that the secondary color palette is always combined with the primary palette. It serves as a complementary palette and should be used in conjunction with the primary colors to enhance visual appeal and maintain brand coherence. ### Primary Palette These colors serve as the core Acumen colors and should be used for all hallmark brand moments. Mizuna 9 / 176 / 100 #09B064 Lime 15 / 140 / 41 #0F8C29 Cactus 9 / 115 / 35 #087323 Racecar 6 / 79 / 35 #064F23 Turquoise 0 / 160 / 204 #00A0CC Verdigris 0 / 112 / 118 #007076 Woad 0 / 73 / 105 #004969 Stone 247 / 242 / 234 #F7F2EA Provence 42 / 110 / 235 #2A6EEB Lapis 44 / 44 / 184 #2C2CB8 Sapphire 0 / 47 / 113 #002F71 Azalea 229 / 45 / 135 #E52D87 Tulip 171 / 33 / 130 #AB2182 Amethyst 112 / 20 / 125 #70147D Ember 255 / 53 / 0 #FF3500 Spice 228 / 83 / 19 #E45313 Cinnabar 206 / 36 / 43 #CE242B Daisy 253 / 202 / 0 #FDCA00 Gold 255 / 160 / 0 #FFA000 Orange 236 / 116 / 4 #EC7404 ### Secondary Palette These colors are lighter and darker than the core palette. They are intended to be used as backgrounds or to enhance contrast between the core palette. Secondary colors cannot be used on their own and must be used with primary colors. Ocean 2 / 49 / 74 #02314A Night 18 / 26 / 69 #101A45 Plum 79 / 0 / 94 #4F005E Russet 140 / 15 / 34 #8C0F22 Nutmeg 156 / 45 / 9 #9C2D09 Pool 164 / 226 / 199 #A4E2C7 Jasper 179 / 230 / 227 #AFE6E3 Sky 177 / 211 / 242 #B1D3F2 Orchid 237 / 182 / 218 #EDB6DA Ballet 255 / 188 / 176 #FFBCB0 Maize 244 / 214 / 130 #F4D682 --- ## Font Acumen uses the Gellix in five weights (plus italics): Regular, Medium, Semibold, Bold, Extra Bold All type should be black or white. Colored type is recommended only for callout moments.  To make our materials more accessible, please adhere to the ADA compliance rules in the brand guidelines appendix.     Examples: Regular for most dark-on-light body copy. Medium for smaller body copy and light-on-dark body copy. Semibold for dark-on-light subheads. Bold for headlines and light-on-dark subheads.   Note: Gellix is not compatible with Google and Microsoft products. See below for recommended fonts: Google Suite: Lexend Outlook Email: Arial Microsoft Word and PPT: Century Gothic --- ## Photography ![Acumen photography guide book cover](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Color%20Palette/Screen%20Shot%202023-09-22%20at%204.17.52%20PM.png) Acumen's photography focuses on authentic, human images depicting areas of interest, projects, and investment outcomes. No posed or stock photos are used; only on-site, real images. Portraits and event documentation, taken by professionals and amateurs, showcase progress, achievements, and human success through cooperation. See photo guidelines and photo library below. --- ## Brand Templates ## Presentations Presentation templates have been set up in both PowerPoint and Google Slides. Please use Google Slides unless you have limited bandwidth. Please do not open a PowerPoint deck on Google Drive as it changes the formatting rules of the deck. ![Cover of Acumen presentation template](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Rebrand_2023_ACUMEN_MAKE%20A%20COPY.jpg) --- ## Stationery ![Acumen NY Letterhead 2023-NEW](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Acumen%20NY%20Letterhead%202023-NEW.jpg?width=1540&height=2000&name=Acumen%20NY%20Letterhead%202023-NEW.jpg "Acumen NY Letterhead 2023-NEW") The letterhead is set up as a google doc.  Business cards will be set up upon request. [![Acumen branded header simple](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20branded%20header%20simple.jpg?width=1545&height=2000&name=Acumen%20branded%20header%20simple.jpg "Acumen branded header simple")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Branded Header Simple** To be used for internal or external informal documents [![Acumen header with image](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20header%20with%20image.jpg?width=1551&height=2000&name=Acumen%20header%20with%20image.jpg "Acumen header with image")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Sector Specific Header** To be used for internal documents [![Acumen branded header bold](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20branded%20header%20bold.jpg?width=1551&height=2000&name=Acumen%20branded%20header%20bold.jpg "Acumen branded header bold")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Branded Header**  To be used for internal documents [![Acumen Letterhead](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20Letterhead.jpg?width=1533&height=2000&name=Acumen%20Letterhead.jpg "Acumen Letterhead")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Branded Letterhead** To be used for official external documents [![Acumen Academy branded header simple](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20Academy%20branded%20header%20simple.jpg?width=1545&height=2000&name=Acumen%20Academy%20branded%20header%20simple.jpg "Acumen Academy branded header simple")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Branded Header Simple** To be used for internal or external informal documents [![Acumen Academy header with image](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20Academy%20header%20with%20image.jpg?width=1545&height=2000&name=Acumen%20Academy%20header%20with%20image.jpg "Acumen Academy header with image")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Sector Specific Header** To be used for internal documents [![Acumen Academy branded header bold](https://brand.acumen.org/hs-fs/hubfs/Landing%20Pages/BrandLand/Stationary/Acumen%20Academy%20branded%20header%20bold.jpg?width=1551&height=2000&name=Acumen%20Academy%20branded%20header%20bold.jpg "Acumen Academy branded header bold")](https://docs.google.com/document/u/0/?ftv=1&tgif=d) **Branded Header**  To be used for internal documents **Having trouble?** Watch this [short video](https://www.loom.com/share/fad82a0c888a434a97bb184267dab24a?sid=96dbafde-7a52-4c45-ad40-4937c20adc13) to see how to create a new document in Google Docs using the Template Gallery. --- ## Zoom backgrounds Zoom backgrounds have been created for your use during meetings and presentations. ![Image 1](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/ACP%20Fund%20brand%20land%20photos/Acumen_ZoomArtboard%205%20copy%2011@2x.png) ![Image 2](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/ACP%20Fund%20brand%20land%20photos/Acumen_ZoomArtboard%203%20copy%203@2x.png) ![Image 3](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/ACP%20Fund%20brand%20land%20photos/Acumen_ZoomArtboard%203%20copy%202@2x.png) ![Image 4](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/ACP%20Fund%20brand%20land%20photos/Acumen_ZoomArtboard%202%20copy@2x.png) --- ## Linkedin banners Linkedin banners have been created for your use in your profile page. ![Image 1](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Linkedin%20banners/Core%20brand%20(7).png) ![Image 3](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Linkedin%20banners/Core%20brand%20(5).png) ![Image 4](https://brand.acumen.org/hubfs/Landing%20Pages/BrandLand/Linkedin%20banners/Academy%20(5).png) --- ## Messaging This guide helps our staff, board, Partners, contractors, and other brand ambassadors communicate the Acumen brand effectively. Consistent, compelling, and clear communication across all channels strengthens and differentiates the Acumen brand as we grow. Questions about this? Reach out to the marketing and communications team. Vision A world where people put humanity and the earth at the center of our systems Mission To solve the problems of poverty and build a world based on dignity Positioning We solve problems of poverty unlike any other investor on the planet Value Proposition We prepare leaders, invest Patient Capital, and forge partnerships to build markets that work for everyone Roles & Offerings The sum of our parts, as an offering: Acumen Academy - Acumen Ventures - Acumen Alliances - Acumen Capital Partners ## Acumen means impact ### Introduction sample lines - Acumen solves problems of poverty unlike any other investor on the planet. - We give entrepreneurs the tools, community, and catalytic capital they need to build a world based on dignity. - Since 2001, we have backed brave leaders, scaled innovative companies, and shaped new markets in some of the hardest-to-reach communities on the planet. - Every investment we make, company we scale, and community we cultivate is designed to serve people living in poverty. - Climate resilience is everyone’s business. - The opposite of poverty isn’t wealth, it’s dignity. ## Looking for more on how we talk about our work? Our [resource](https://drive.google.com/drive/folders/14LPlMLa5irxvXBcP3fwNEA9i8ZOIQYPG)[folder](https://drive.google.com/drive/folders/14LPlMLa5irxvXBcP3fwNEA9i8ZOIQYPG) is the central home for messaging guides, overview decks, and topic-specific two-pagers. A few places to start: - **[Quick two-pager overviews](https://drive.google.com/drive/folders/1sjnM_Q-h00qJ7It1PvL3WSTgjlReGDhR)**: fast, shareable summaries for partners, press, or anyone who needs the gist in two minutes. - **[Pioneer strategy materials](https://drive.google.com/drive/folders/1Lcgi0gyNG5Vn6w0U8n9OTFhQ5EtoJHIR):** our newest strategic framing, built for teams rolling out Pioneer messaging. - **[Acumen messaging guidelines:](https://drive.google.com/drive/folders/1n0qIkoPKkFzGqRHBAvNLbMDcKk53pg0d)** the core language and tone to use when representing Acumen. - **[Poverty focus memo](https://drive.google.com/drive/folders/1xQDzT5T-2cAZYSYCwPxSgsI8HED-rqmq):** our point of view on poverty, and how it shapes the way we frame our work. --- ## Need additional help? To help us prioritize your projects and deliver the highest quality work, please use our updated request workflows for any upcoming needs. Depending on the scope of your request, please fill out one of the following forms, found in the [Suite](https://airtable.com/app55pXDMg5nF1yBX/paglXi1mTXXUOFcOR)[of briefs](https://airtable.com/app55pXDMg5nF1yBX/paglXi1mTXXUOFcOR): [Engagement brief:](https://airtable.com/app55pXDMg5nF1yBX/pagbvt5bTBxkIsydF) The Engagement Brief is to be used when you are looking for a full 360-degree campaign or project that uses most of Acumen's/Academy's owned channels, and potentially earned media. [Task brief:](https://airtable.com/app55pXDMg5nF1yBX/pagFGNDs5YpVg78at) The Task Brief should be completed when you are seeking (up to five) specific asset(s), require a blog post, or an email sent out. [Social Media Form:](https://airtable.com/applYeemFzrftPAvX/pagKNGLzbEoi1fdhC/form) The Social Request Form is to submit pre-made posts or post ideas for promotion on Academy or Acumen social platforms. Need guidance? If you aren't sure where your request fits, or if you'd like to chat through a concept before submitting a brief, please reach out to us on Slack. We're always happy to help you map it out! --- --- ## FAQ's What fonts do we use in Microsoft and Google? The compatible fonts to be used in other platforms are: Google Suite: Lexend Outlook: Arial Microsoft Word and PPT: Century Gothic \*Ideally, presentations should only be created in Google slides. If using PPT, to preserve formatting, please do not switch between Slides and PPT. What font can be used for contracts and other Finance/Legal documents? Times New Roman can be used for contracts and other documents such as investment memos. I work in Canva, which font should I use? Any creative request should be made to the Comms team Only Academy has purchased Gellix for its work in Canva. Will the Academy logo come in multiple colorways? Right now, only the Core logo and Regional logos are available in multiple colorways. How do I know which logo to use? The **vertical Acumen** logo should be used on all materials referencing Acumen's core work. The **Acumen Academy** logo should be used on all materials referencing Acumen Academy programs and courses. The **regional logos** can be used in the local regions as interchangeable with the Acumen core logo. Do we have a word mark logo for the regions? No. The word mark will rarely appear without the logo mark. Currently, there are not enough use cases to warrant this for the region logos. Will the portfolio team use the Acumen Ventures logo? For the foreseeable future, no. Ventures is the internal name that describes Acumen’s global portfolio and for-profit investments. Will the logo be in B&W? Yes, please only use the B&W logos available on Brandland. Will Academy get a new letterhead? Yes there will be an Acumen Academy letterhead available. Can a region pick any color logo they want? Regions can pick the same colors, they dont get the exclusive on a color What about the funds’ logos? Funds keep their own logos (but are considered part of the Ventures pillar) When would we use the horizontal logo? In the the rare scenario where it’s the only logo that will fit in a space that does not work well for the vertical logo. Do we still use colored headlines in presentations? As part of the new brand identity system, color is reserved for call-out moments and to emphasize important points. What does ADA compliance mean? ADA compliance refers to the Americans with Disabilities Act Standards for Accessible Design, which states that all electronic and information technology (like websites) must be accessible to people with disabilities. Is there a Zoom background? Yes there is one available. Please contact comms. What is the turnaround time for any materials that need rebranding? Please give the team a few weeks to a month notice. Priority will be assigned based on urgency. How do I order business cards? Printing these will be on a case by case basis. Please speak with your manager. What happens to current Academy-branded content i.e. Course materials, handouts, video intros, etc.? All materials will be rebranded. Current materials will be phased out. Not everything will have to be ready on launch day. What about branded merchandise? Please contact Comms with requests. Is the Manifesto changing? No. [Acumen](https://acumen.org) - [Instagram](https://www.instagram.com/acumenorg/) - [Facebook](https://www.facebook.com/acumenfund/) - [Twitter/X](https://twitter.com/Acumen) - [YouTube](https://www.youtube.com/channel/UCpuoLfl6gZl2jDa8lAlC8YQ) - [LinkedIn](https://www.linkedin.com/company/acumen-fund/) - [Donate](https://acumen.org/donate/) - [Privacy Policy](https://acumen.org/privacy-policy/) - [Terms of Use](https://acumen.org/terms-of-use/)