How to Use This Guide
The aim of these guidelines is to make it easy for those who represent Ellumen to create recognizable and consistent branding and messaging across all means of communication.
Whether you’re designing a landing page, creating a proposal graphic, or simply signing your name to an email, these guidelines will inform how to use the elements that make up the Ellumen brand. Adhering to these guides help the brand speak with a consistent voice and a coherent message.
Embedded throughout this page are libraries that contain resources for our employees to use as needed. Click the links to be re-directed to our Sharepoint repositories for document and asset downloads. This page is maintained and updated by the Ellumen corporate marketing team.
Corporate Values
Brand Personality
Color Palette
The main Ellumen brand colors are derived from the signature gradient of the Ellumen symbol.
These colors should be integrated across the board—in marketing collateral, proposals, presentations, infographics, proposal graphics, landing pages, and more—to achieve the highest impact and continuity.
Geometry
Along with the icons, shapes and geometry based around the forms of Ellumen’s logo can provide additional graphic support.
They should be added sparingly, as a subtle accent to otherwise simple documents.
Also included in the library are “lockups”, pre-made arrangements of geometry and images.
Motifs
A motif is a repetitive pattern or design element that creates a decorative effect and references a larger structural or thematic intent.
It is a support element that should compliment the contents of the design.
The Ellumen motifs are derived from the geometry of the logo and the company tagline, “Connect. Secure. Optimize.”
Iconography
An icon is different than a motif in that it represents a specific concept and has an assigned meaning. It is not a design element, it is a visual tool to convey information.
Ellumen uses the Font Awesome 5 Free Library. These icons are used across different brand touchpoints. They provide symbolism, conceptual clarity and visual interest in simplistic shapes and forms.
Visual Elements: Use Guide
Use Geometry to add an aesthetic feel to otherwise monotonous / dry content.
Use Motifs when the content is more thematic and resonates with the ideas of Connect, Secure, or Optimize.
Iconography is for the symbolic representation of something that can’t be achieved through motifs or geometry.
In deciding which visual elements to use, think about the content on a spectrum of specificity.
