AWJ brand guide.
The mark, the colours and the type, and how to use them. Everything on this page may be used to refer to AWJ, as long as it is used as described here.
The mark
One mark. Three colours.
The AWJ mark stands alone: no wordmark, tagline or web address next to it. Orange on light grounds, white on dark grounds and on photographs, ink where colour is not available.
Orange
On white and on light grounds. The main version.
White
On ink, on dark grounds and on photographs.
Ink
Where only one colour prints, and on the orange ground.
Clear space and size
Give it room.
Clear space
Keep a margin around the mark of at least half its height on every side. Nothing else — text, other logos, edges — comes inside that margin.
Minimum size
Not smaller than 24 pixels high on screen and 6 mm high in print. Below that the letters close up.
Proportions
The mark is 1.73 times as wide as it is high. Scale it as a whole; never stretch, condense or rotate it.
What not to do
Keep it as it is.
- Do not change the colour — no gradients, no other brand colours, no outlines.
- Do not add a shadow, a glow or a frame.
- Do not place it on a busy photograph without a dark or light ground behind it.
- Do not set text, a tagline or the web address beside it as if they were part of the mark.
- Do not redraw or retype the letters. Use the files below.
Colours
Orange, ink, paper.
Three colours carry the brand. Orange is the accent — lines, marks and a few words — never the ground for long text.
- Orange
- Hex
- #EC5C35
- RGB
- 236 · 92 · 53
- Use
- Accent: the mark, lines, highlights
- Ink
- Hex
- #141414
- RGB
- 20 · 20 · 20
- Use
- Text and dark grounds
- Paper
- Hex
- #F6F5F2
- RGB
- 246 · 245 · 242
- Use
- Light ground
- White
- Hex
- #FFFFFF
- RGB
- 255 · 255 · 255
- Use
- Cards and panels on paper
Type
Inter, set tight.
Everything is set in Inter, an open typeface that is free to use. Headlines are extra bold with tight letter-spacing; text is regular or light. Small labels are capitals with wide spacing.
Headline · Inter ExtraBold
Swedish precision. International perspective.
Lead · Inter Light
Software, websites and digital marketing for businesses across the US and Europe.
Text · Inter Regular
Clear terms before we start: scope first, a fixed price, changes agreed in writing.
Label · Inter Bold, capitals
Selected projects
The line mark
Two lines. One square.
Beside the logo, the brand has a second signature: a thin orange vertical line and a horizontal line that cross, with a small square on the crossing. It frames sections of the website and of our documents. Use it sparingly, and always in orange.
Downloads
The files.
SVG for print and for anything that scales; PNG (2400 pixels wide, transparent) for presentations and documents.
| Version | SVG | PNG |
|---|---|---|
| Orange | Download Orange as SVG | Download Orange as PNG |
| White | Download White as SVG | Download White as PNG |
| Ink | Download Ink as SVG | Download Ink as PNG |
Need another format or a version for a special case? Write to hi@awj.ai.