Aventus DAO – Brand Guidelines, Visual Identity, Style Guide

Contents

Logo
Typography
Colours
Icons
Photography
Tone of Voice

This guide will help to familiarise you with Aventus' core brand elements to assist you in creating consistent, dynamic and powerful communications.

01 — Logo

Logo

Our primary logo is the most visible element of our identity — a universal signature across all communications. The logo is made up of two elements: the logotype and the mark.

Primary Logo

On Light

On Dark

Logo Mark

The logo mark can be used as a standalone graphic when space is limited or when the full logo has already been used.

On Light

On Dark

Do

Use the white logo on dark backgrounds
Use the dark logo on light backgrounds

Don't

Stretch the logo
Change the lock-up proportions of logo elements
Use non-approved colours

Clear Space

The logo has a surrounding safety area — free of text, graphics, and other elements — to maximise recognition and impact. Use the 'e' in Aventus to measure the clear space needed.

Download Logopack

02 — Typography

Mona Sans

Mona Sans is the primary font used across all branding materials. Bold is used for headlines; Regular is used for body copy.

Mona Sans Bold — Headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Mona Sans Regular — Body

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Download Font Pack

Substitute Font: Montserrat may be used if Mona Sans is not available in certain scenarios.

03 — Colour Palette

Colour Palette

A considered set of colours that communicate confidence and clarity.

Electric Violet

#5100FF · 81, 0, 255

Pale Canary

#FEFE9B

Cornflower Blue

#2C6DEB · 44, 109, 235

Aquamarine

#69F1C0

Blue Zodiac

#10243C · 16, 36, 60

Gallery

#EBEBEB · 235, 235, 235

Black

#000000

Alabaster

#FFFFFF

04 — Iconography

Icons

Icons are one-colour or dual-colour outlined designs.

Download Icons Secondary Graphics

Besides the standard logo and mark, secondary graphics and backgrounds can be used to add texture and visual appeal to white space. These should never replace the logo.

Download Backgrounds

05 — Photography

Photography

Photography is a powerful and dynamic tool. When choosing imagery for Aventus, keep these principles in mind.

Vibrant and clear

Never pixellated

Diverse and energetic

Human and technology focused

Vibrant · Clear
Human · Technology
Diverse · Energetic

06 — Tone of Voice

Tone of Voice

How we talk is how we are perceived.

Brand Voice

Our brand voice never changes. Regardless of the situation, it's how someone will know they're hearing from our company — on a blog post, a product page or a social media post.

Expert & Approachable

We are an enterprise solution that requires the buy-in of multiple stakeholders, so it's important that we are simultaneously perceived as experts in our field and approachable.

Plain Language

We write in short sentences and with plain, thoughtful language. We avoid jargon or overly complex language that might alienate our audience.

Results Front-Loaded

Start with the results blockchain can drive for your audience, then work your way back — not the other way around.

"We delivered 7% efficiency savings for APH" — not "APH saw a 7% efficiency increase with our technology."

Active Language

We use active, assertive language to communicate confidence and authority in our field.

"Blockchain drives efficiency for energy companies" — not "blockchain can drive efficiency."

Download Content Guidelines