1.0 Primary Logo
The Altas logo is composed of characters from a unique typeface and has been customized and carefully letter-spaced. These letterforms relate to one another in fixed proportions and exist as a single unit. They must never be altered in any way or manually reproduced.
Logo Versions
Logo Clear Space
To ensure the greatest visual impact, the logo should be framed within a zone of minimum protected clear space. The clear space is equal to or greater than the cap height of our logo letterforms.
No other graphic element (e.g., photography, typography, illustration, graphic patterns etc.) should appear in this space.
Logo Downloads
BLUE logo
WHITE logo
black logo
Alternate Logo
Whenever possible use the primary Altas logo (as shown above). However, on occasion, you may want the logo to stand out more (i.e., in a logo soup where the Altas logo is amongst other brand logos). In these scenarios you may choose to use the Alternate Altas logo, where the Altas letters are contained within a rectangular box.
Alternate Logo Versions
Alternate Logo Clear Space
Alternate Logo Downloads
BLUE alt logo
WHITE alt logo
black alt logo
Monogram
In addition to the official Altas logos, a stylized monogram or icon has been created for use. Whenever possible, the Altas monogram should be used with the full Altas logo appearing in close proximity – but not as a lock-up. The exception to this rule is when space is limited – for example on social media as a profile icon, a favicon in a web browser, or on a promotional item such as a pin – where the icon can appear alone.
Monogram Logo Downloads
BLUE monogram
WHITE monogram
black Monogram
2.0 Typography
Web Font
Our web font is Poppins. It's available for free from Google Fonts. Use Poppins for all copy on the web including display, headings and body copy.
Poppins can be downloaded here:
https://fonts.google.com/sp...
Poppins
Headline
Body
We have a singular strategy. Each year, we invest in only one or two businesses that possess the rare combination of quality and opportunity. We keep our bar high. This gives us the best chance to generate great results with less risk.
Marketing and Communications Font
When creating marketing and communications material, including MS Word or MS PowerPoint, use Avenir Next for all copy such as titles, headlines, body text, and captions.
Headline
Body
3.0 Colour
The primary colour for the Altas brand image is Dark Blue. A concise set of secondary colours is also available for use as accents, highlights, or graphic details. In general, use Dark Blue for text to ensure legibility.
Primary Blue
Dark Blue
PANTONE 2766 C
C 100 / M 87 / Y 0 / K 54
R 0 / G 21 / B 84
HEX #001554
Secondary Colours
Mid Blue
PANTONE Reflex Blue C
C 100 / M 85 / Y 0 / K 35
R 8 / G 43 / B 119
HEX #082B77
Light Blue
C 100 / M 20 / Y 0 / K 0
R 40 / G 100 / B 255
HEX #2864FF
Mid Grey
C 38 / M 27 / Y 23 / K 0
R 160 / G 170 / B 180
HEX #A0AAB4
Light Grey
C 0 / M 0 / Y 0 / K 10
R 224 / G 224 / B 224
HEX #E0E0E0
4.0 Imagery
Photography plays an integral role in our marketing and communications. Imagery should paint the picture of the strongest version of our organization; a place that is welcoming, warm, and above all else, professional. When selecting stock or shooting original imagery, select images that have a human element, a natural and warm light source, simple composition and dynamic perspective, or all of the above.
People and Office
Stock Photography
5.0 Templates
PowerPoint
Business Card
Specs:
Size: 3.36 in x 2.125 in
Paper: 160 lb. Cougar Smooth Cover
Ink: 1/0 PMS 2766 C
Letterhead
Specs:
Size: 8.5 in x 11 in
Paper: 70 lb Cougar Smooth Text
Ink: 1/0 PMS 2766 C
