The AKW Brand Guidelines
Last updated January 2023
To maintain consistency, using our brand correctly is important to us, so we ask that our guidelines are always referred to.– Thank you
Our visual brand is not just a logo, it's a design scheme made up of a number of elements that unite to create a distinctive look and feel making AKW instantly recognisable.
Using our brand guidelines will help to align all our touch points, leading to a more consistent and stronger brand experience.
Any logo, colour, font, or visual element that is not listed here requires approval from our design team. As always, please do not distort our graphic elements by changing the aspect ratio, shape, or colour.
Questions? Please don’t hesitate to get in touch
Click the button below to download our most up-to-date Brand Logos and Assets.
Logo
This is our main logo. It consists of a typemark and symbol.
akw-logo-colour
Variations
DUOTONE
When background is a Brand Colour, it switches out for white in the logo, for example:
• Main logo on AKW Navy background
akw-logo-duo-white-gold
• Main logo on AKW Gold background
akw-logo-duo-navy-white
MONOTONE
For optimal contrast and one colour print jobs, the logo can be monotone in white or black, for example:
• Main logo monotone in black
akw-logo-mono-black
• Main logo monotone in white
akw-logo-mono-white
Typemark
AKW is our typemark, typically seen locked-up with the Coin symbol, the other half of the main logo.
Short for our company name, Adams Kenneally White, its default colour is AKW Navy. For optimal contrast, our typemark can also be monotone.
akw-typemark-mono-black
akw-typemark-mono-white
Symbol
This is our symbol. We call it the Coin. It is also used as our Social Avatar.
It consists of a family tree with connected branches from which wings take flight, all safely contained within an open circle - the circle of life.
Through strong foundations, connections and financial freedom, it’s about the continued aspiration to grow.
The Coin default colour is AKW Gold, but for optimal contrast it can be white.
akw-coin-white
akw-coin-white
akw-coin-gold
akw-coin-gold
Fonts
The Poppins font is used for titles, headings and subheadings. Proxima Nova for paragraphs and Ivy Presto for miscellaneous quotes and breakout text.
Headings
Poppin Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Paragraphs
Proxima Nova
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Miscellaneous
Ivy Prestoabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZTo ensure consistency, make sure font are used in an hierarchical manner, using larger font sizes for headings and quotes, with a smaller font size for paragraphs and footer text, for example:
This is a title in Poppins
Subhead here also in Poppins
CAN ALSO BE CAPS
Example of introductory paragraph where more or less can be written.
Followed by a smaller paragraph in Proxima Nova regular, italic, bold, bold italic and CAPITALISED where needed with links in gold and underlined.
This is a quote in larger Ivy Presto italic.
This is a breakout box in Ivy Presto italic where quote marks and a background colour can also be applied.“Example footer text
Colours
It’s important that we keep our colour use consistent to maintain the AKW feel across all of our touchpoints.
AKW Navy
PMS 280
CMYK: 100, 93, 27, 23
RGB: 34. 45. 102
WEB: #002266
AKW Gold
PMS 871
CMYK: 44, 45, 75, 17
RGB: 134. 118. 78
WEB: #998866
AKW Light
7% PMS 871
CMYK: 4, 3, 5, 0
RGB: 241. 239. 235
WEB: #F1EFEB
AKW Dark
Black
CMYK: 0, 0, 0, 100
RGB: 0. 0. 0
WEB: #000000