Marketing Resources and Visual Identity Guidelines
At Aasted, our brand is more than just a logo or a color scheme—it’s a reflection of our core values, our commitment to innovation, and the trust we’ve built with our partners and customers over more than a century. These Marketing Resources and Identity Guidelines have been created to ensure that every piece of communication, both internal and external, reflects the unified, professional, and forward-thinking image that Aasted represents.
1. Introduction
1.1 Purpose of the guidelines
The purpose of our brand voice is to articulate the core essence of Aasted and emphasizing our dedication to pioneering advancements and unparalleled quality. It ensures that our communications are clear, impactful, and true to our values, creating a strong and cohesive identity.
1.2 Brand voice
In essence, Aasted’s brand voice is crafted to embody these values, presenting us as leaders who are not only experts in our field but also passionate about making a positive impact on the world.
1.3 How to use these guidelines
This resource is designed for anyone working with the Aasted brand, including employees, partners, and external agencies. It provides detailed instructions on logo usage, color schemes, typography, imagery, and tone of voice. These guidelines should be followed carefully to ensure that all materials created for or about Aasted are in line with our brand identity.
Should you have any questions or need further clarification, the marketing team is always available to provide support.
2. Logo and Branding Guidelines
The Aasted logo is the cornerstone of our visual identity. It reflects our heritage, our commitment to innovation, and our leadership in the food technology industry. Proper usage of the logo is essential to maintaining the integrity of our brand across all media. This section provides clear guidelines to ensure the logo is used consistently and appropriately in all contexts.
2.1 Primary Logo
Our primary logo is the horizontal version of the Aasted logo. It represents the core essence of Aasted and should be used as the main representation of our brand across all platforms.
The logo’s simplicity and modern design reflect our commitment to innovation and quality.
The Aasted logo is constructed with a focus on balance and proportion. The elements include the iconic “double A” icon and, in some variations, a logotype.
The spacing and alignment are meticulously designed to ensure visual harmony following ‘the rule of thirds.’
The logotype is Graphik Regular and is placed at a distance equal to 1/6th of the icon’s width to the right of the icon. The font size must be 2/3rds of the icon’s height, with a letter spacing of -25.
2.2 Secondary Logos
Secondary logos are variations of the primary logo that can be used in specific contexts where the primary logo may not be suitable. These variations maintain the integrity of the brand while allowing for flexibility in different applications.
- Vertical logo: This version of the logo is used in situations where a more compact logo is needed, such as on vertical banners or when space is limited.
- Icon logo: The icon logo can be used for smaller applications where the full text is not necessary, such as app icons, social media profile pictures, or favicon.
2.3 Clear Space and Minimum Size
To ensure the logo maintains its visual impact, a clear space equal to the height of the “double A” in the logo should be maintained around it at all times.
The minimum size for the logo is 30mm in width for print and 100 pixels for digital use, ensuring legibility and brand consistency.
2.4 Logo usage
- Correct placement: Place the Aasted logo in the designated area on all official documents, maintaining the appropriate size and clear space around it.
- Color variations: The logo should primarily be used in its full-color version with red icon and black text. In cases where this is not possible, other versions may be used.
- Backgrounds: Ensure the logo stands out against the background. Use the white version on dark backgrounds and the primary version on light backgrounds.
- Incorrect usage: Do not alter the logo in any way. This includes changing colors, rotating, stretching, or adding effects.
- The minimum size for the logo is 30mm in width for print and 100 pixels for digital use, ensuring legibility and brand consistency.
Downloadable Logo Files
To ensure the correct usage of Aasted’s logo, high-resolution files are available for download.
File Types: Logos are available in JPEG, PNG, and vector formats (EPS and SVG) for both digital and print applications.
3. Color Palette
Aasted’s color palette is a vital part of our visual identity. It communicates our brand’s personality—professional, innovative, and trustworthy—while helping to maintain consistency across all platforms. The colors defined here should be used across all marketing materials, presentations, digital assets, and internal documents to ensure a unified brand presence.
3.1 Primary Colors
Our primary colors are the cornerstone of our brand identity. They are used to convey the core values of Aasted and should be prominently featured in all brand materials.
Aasted Red symbolizes the energy, passion, and innovation at the heart of our business. It is our most recognizable color and should be used in all key brand elements such as the logo, primary call-to-action buttons, and highlights in marketing materials.
Text Black provides the foundation for all Aasted communications. It is used primarily for text, ensuring readability and contrast against light backgrounds.
Background Grey is a neutral shade that complements Aasted Red, providing a clean and modern backdrop for designs.
Aasted Red
HEX: #E22327 | RGB: 226, 35, 39 | CMYK: 0, 85, 83, 11
Text Black
HEX: #1D1D1F | RGB: 29, 29, 31 | CMYK: 6, 6, 0, 88
Background Grey
HEX: #F7F7F9 | RGB: 247, 247, 249 | CMYK: 1, 1, 0, 2
3.2 Secondary Colors
Secondary colors complement the primary colors and can be used to add variety and interest to brand materials.
Element Grey is a versatile color used to add subtle details or backgrounds that don’t distract from key brand elements. It offers a softer contrast compared to Text Black and can be used in backgrounds, charts, and tables.
Sustainable Green represents Aasted’s commitment to sustainability and environmental responsibility. It is used primarily in materials related to our sustainability efforts and initiatives.
Royal Blue adds depth and professionalism to Aasted’s materials, often used in headers, subheadings, or as background colors in presentations.
Lime is a bright, fresh color that can be used as an accent to add vibrancy and energy to designs. It works well in charts, infographics, and call-to-action elements when you want to highlight something innovative or forward-thinking.
Icon Green is used to signify positive actions or to highlight features related to eco-friendly or efficient processes in our products and services.
Element Grey
HEX: #F0EFF2 | RGB: 240, 239, 242 | CMYK: 1, 1, 0, 5
Sustainable Green
HEX: #3E8989 | RGB: 62, 137, 137 | CMYK: 55, 0, 0, 46
Royal Blue
HEX: #274060 | RGB: 39, 64, 96 | CMYK: 59, 33, 0, 62
Lime
HEX: #96E6B3 | RGB: 150, 230, 179 | CMYK: 35, 0, 22, 10
4. Typography
Typography plays a critical role in reinforcing Aasted’s brand identity by providing consistency, readability, and a professional appearance across all communications. Our typography choices are designed to reflect our modern and innovative approach while ensuring clarity and ease of reading.
4.1 Primary Typeface: Graphik
Our primary typeface, used for headlines and important text, is Graphik. It reflects our modern and professional brand personality.
- Graphik Medium for headlines and subheadings.
- Graphik Regular for body text.
4.2 Secondary Typeface: Arial
For less prominent text, such as body copy, documents and detailed information, we use Arial. This ensures readability and complements the primary typeface.
- Arial Regular for body text.
- Arial Italic for emphasis.
4.3 Typography Guidelines
- Use Graphik Medium for headings and subheadings, with a minimum size of 24pt (32px) for headings and 18pt (24px) for subheadings and a line height of 1.4.
- Use Graphik Regular for body text with sizes ranging from 16px to 24px and appropriate line heights for readability.
- Maintain consistent line spacing and margins to ensure a clean and professional look.
5. Imagery Style
Our photographic style should be clean, professional, and innovative, reflecting the advanced technology and high-quality standards of Aasted. Images should focus on our machinery, production processes, and happy, engaged customers and employees.
Ensure all images are optimized for web use.