This document contains the basic information about the visual identity system. The brand guidelines include key elements such as typography and color, and explain how they can be used in different situations.
Logo
Color
Primary Palette
These colors serve as the core Acumen colors and should be used for all hallmark brand moments.
Lime
15 / 140 / 41
#0F8C29
Cactus
9 / 115 / 35
#097323
Secondary Palette
Support Palette
Amethyst
112 20 125
#70147D
Turquoise
0 / 160 / 204
#00A0CC
Gold
255 / 160 / 0
#FFA000
White
255 / 255 / 255
#FFFFFF
Black
0 / 0 / 0
#000000
Stone
245 / 231 / 232
#F5f1E8
Jasper
179 / 230 / 227
#AFE6E3
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
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.
Letterhead
The letterhead is set up as a google doc.
Business cards will be set up upon request.
Branded header To be used for internal or external informal documents
One pager
One pager
The letterhead is set up as a google doc.
Business cards will be set up upon request.
One pager
Zoom backgrounds
Zoom backgrounds have been created for your use during meetings and presentations.
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