Active Silver

Active Silver

Terms and Conditions

Active Silver – Brand Guidelines (Text Version)

Version 1.0

1. Logo Usage

Logo Variations

The Active Silver logo is available in multiple formats for different backgrounds:

  • Colour logo for light backgrounds
  • White/silver logo for green or lighter colour backgrounds
  • White logo for dark backgrounds
  • Black logo for light backgrounds

Logo Sizing

Print Guidelines (Width)

  • A4: 38mm average (minimum 26mm)
  • A5: 33mm average
  • A6: 29mm average

Digital Guidelines

  • Minimum width: 145px
  • Scale proportionally for high-resolution (retina) displays

Clear Space

Clear space around the logo should be equal to the height of the letter “A” within the logo.
This ensures visibility and legibility across all applications.

Incorrect Logo Usage

To maintain brand consistency, the following are not permitted:

  • Applying effects to the logo
  • Rotating the logo
  • Adding wording to the logo
  • Resizing individual elements
  • Stretching or distorting proportions
  • Changing logo colours
  • Recreating or redrawing the logo
  • Using low-resolution versions

File Usage

  • PNG (Web): For digital use and non-white backgrounds
  • JPG (Print): For printed materials
  • EPS / AI: For design use only
2. Colour Palette

Primary Colours

These colours form the core of the Active Silver brand identity and must not be altered.

Black

  • CMYK: 30/30/30/100
  • RGB: 0/0/0
  • HEX: #000000
  • Use: Main body text, titles

Silver (Pantone 877 C)

  • Use: Brand highlights

Dark Blue

  • CMYK: 99/73/6/0
  • RGB: 0/75/151
  • HEX: #004b97
  • Pantone: 2145 C
  • Use: Backgrounds

Blue

  • CMYK: 73/33/0/0
  • RGB: 66/144/205
  • HEX: #4290cd
  • Pantone: 2925 C
  • Use: Titles, highlights, introductory text

Navy

  • CMYK: 100/91/19/5
  • RGB: 43/49/121
  • HEX: #2b3179
  • Pantone: 2738 C
  • Use: Dark backgrounds

Grey (Silver Alternative)

  • CMYK: 23/17/18/1
  • RGB: 204/204/204
  • HEX: #cccccc
  • Pantone: Cool Gray 5 C
  • Use: When silver cannot be applied

Secondary / Product Colours

Used for product ranges and category differentiation:

  • AS Daffodil
    • CMYK: 1/27/79/0
    • RGB: 251/194/72
    • HEX: #fbc248
  • AS Basil
    • CMYK: 58/21/54/4
    • RGB: 118/160/130
    • HEX: #76a082
  • AS Glacier Lake
    • CMYK: 57/24/18/2
    • RGB: 119/164/190
    • HEX: #77a4be
  • AS Coral
    • CMYK: 0/62/39/0
    • RGB: 239/128/129
    • HEX: #ef8081

These colours should be used consistently and not modified.

3. Typography

Primary Brand Font

  • GT America

Usage:

  • GT America Light
    • Titles
    • Headlines
    • Introductions
    • Larger text
  • GT America Regular
    • Body copy
  • GT America Medium
    • Emphasis where required

Logo Font

  • Big Caslon Medium

Used specifically within the logo and brand mark.

System Fonts (Fallback)

Used when GT America is unavailable:

  • Helvetica
  • Arial

Usage:

  • Word documents
  • Excel documents
  • Presentations
  • Emails and newsletters

Font Application Rules

  • Regular weight: body text
  • Bold weight: calls to action, quotes, statistics
  • Maintain consistency across all communications
4. General Brand Application

Consistency

All brand elements must be applied consistently across:

  • Digital channels
  • Print materials
  • Social media
  • Email marketing

Quality Control

  • Always use high-resolution assets
  • Ensure correct colour values are applied
  • Maintain clear spacing and alignment
5. Key Principles

Across all materials:

  • Maintain clarity and legibility
  • Use the approved colour palette only
  • Follow typography hierarchy
  • Preserve logo integrity
6. Important Notes
  • These guidelines apply across all communications and marketing materials
  • Any deviations should only be made with approval
  • The brand identity must remain consistent at all times