Welcome to the ABConvert Branding Guidelines. They outline the visual and verbal identity of our brand. In the end guidelines are just that, a guide. Use your best judgement and reference this document as a starting point.

Logo

The logo is the primary identifier of our brand. It is employed to quickly communicate our name and identity to the world.
Full
Our logo is the primary identifier for our brand. 
It captures our name, mission, and legacy.
Logomark
Logomark is used when we only need a sign, 
suitable for small sizes.
Logotype
Logotype is used when we don't need to use a sign with atypographic logo, suitable for small sizes.
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On Color

When combining the logo with brand colors, always ensure there is ample contrast in color pairings. The following examples are approved combinations.
Color
Color
Monochrome
Monochrome
Color
Color
Monochrome
Monochrome
For Color & Monochrome
For Color & Monochrome
Full
Out of all the available colors, the logotype can be placed on the following colors. Please note: there is a special version for using the coloured logo on a white background – it is adapted for better contrast and readability.
Logomark
Out of all the available colors, the logomark can be placed on the following colors. Please note: there is a special version for using the coloured logo on a white background – it is adapted for better contrast and readability.
Logotype
Out of all the available colors, the logomark can be placed on the following colors.

Clear Space

Don’t crowd the logo. When placing other elements nearby, ensure minimum clear space for brand consistency.
Full
Take the height as an X width and divide it by 2 to create clear space around the logo.
Logomark
Take the height as an X width and divide it by 2 to create clear space around the logomark.
Logotype
Take the height as an X width and divide it by 2 to create clear space around the logotype.

Co-branding lock-up

Please maintain the same 1/2x distance between ABConvert’s logo and other logotypes or elements. It is also important to optically align the partner logos – this makes the composition neater and visually balanced.

Don’ts

Do not diminish the value of the logo in our brand. Avoid the following treatments.
Don’t stretch
Don’t outline
Don’t use unrelated colors
Don’t apply shadows or effects
Don’t rotate
Don’t apply patterns
Don’t use a coloured version of the logomark designed for a light background on a dark background
Don’t use a coloured version of the logomark designed for a dark background on alight background
Don’t use colored backgrounds — whether brand colors or any other. The logo should be placed on a clean, neutral background

Color palettes

The brand's palette consists of shades of blue, green and coral, which are combined with each other and with a basic monochrome palette.
ABC Coral 01
HEX:
#FF5F47
ABC Coral 02
HEX:
#FF8690
ABC Coral 03
HEX:
#FFABD6
ABC Coral 04
HEX:
#FFD4EA
ABC Green 01
HEX:
#5A912B
ABC Green 02
HEX:
#82C621
ABC Green 03
HEX:
#ACFF17
ABC Green 03
HEX:
#D6FF8C
ABC Blue 01
HEX:
#217BD1
ABC Blue 02
HEX:
#3FB4E8
ABC Blue 03
HEX:
#5DEFFF
ABC Blue 04
HEX:
#A4F6FF
ABC Dark Gray
HEX:
#3C3C3C
ABC Medium Gray
HEX:
#4E4E4E
ABC Pure white
HEX:
#FFFFFF
ABC Coral 01
HEX:
#FF5F47
ABC Coral 00
HEX:
#DF2016
ABC Coral 02
HEX:
#FF8690
ABC Coral 03
HEX:
#FFABD6
ABC Green 01
HEX:
#5A912B
ABC Green 00
HEX:
#2A800D
ABC Green 02
HEX:
#82C621
ABC Green 03
HEX:
#ACFF17
ABC Blue 00
HEX:
#085CC3
ABC Blue 01
HEX:
#217BD1
ABC Blue 02
HEX:
#217BD1
ABC Blue 03
HEX:
#5DEFFF
ABC Dark Gray
HEX:
#3C3C3C
ABC Medium Gray
HEX:
#4E4E4E
ABC Pure white
HEX:
#FFFFFF
Dark background
For layouts on a dark background, a gradation of colors with lighter pastel shades of blue, green, and pink is used.
Light background
For layouts on a light background, the color palette
is supplemented with more saturated shades of blue, green
and coral. Pastel shades are not used.

Fonts

Typography works in a monofont solution, using one font family. For headings and main text, the Haffer font is used in 2 styles.
Abc
For accents
Font
Haffer
Styles
Medium
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one test at a time
For texts
Font
Haffer
Styles
Regular
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Graphics

The style uses graphic elements in the form of analytical graphs and tables consisting of round and columnar elements.
Elements
The basis of the identity is graphics, which are round elements that develop into columns.
Composition of elements
The columns and circles are then arranged into compositions that resemble bar charts and analytical graphs, reflecting the brand's activities.

Best Practices

Below are some of the best examples of style and graphic application in layouts.

Icons

A set of icons that continue the character of the identity are used for navigation and to complement the layouts.
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Accents

For buttons and additional plates, rotate the elements at an angle of 3 degrees to create emphasis on the layout.

Don’ts

Do not diminish the value of the logo in our brand. Avoid the following treatments.
Don’t deform the elements
Don't glue the elements together
Don’t use unrelated colors
Don’t use unrelated colors
Don’t outline
Don’t apply shadows or effects

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