Corporate Palette
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Colour Palette
Colour is an important part of the brand identity, projecting emotion, creating impact and providing energy.
Because of this best judgement and care should always be used when applying colour to ensure consistency and fidelity. Always consider the restrictions of the medium, and if necessary, seek best advice to achieve an optimal outcome.
The Brand Identity features a limited palette, made up of three primary and four secondary colours.
Along with the graphic elements, these colours are intended to create a bold statement. Because of the limited range of colours, care must be taken to impart contrast and impact, using typographic hierarchy and visual cues to create clarity.
When using the colour palettes consider:
- the emotional message and impact of the communication
- the local environment
- appropriate contrast for legibility and accessibility
- the restrictions of the final medium
Passion
C0 M100 Y85 K0
R255 G0 B45
#FF002D
Life
C0 M85 Y100 K0
R255 G75 B0
#FF4B00
Choice
C0 M30 Y100 K0
R255 G185 B0
#FFB900
Supporting Palette
Night Sky
C90 M100 Y20 K25
R57 G0 B104
#390068
Violet
C70 M80 Y0 K0
R128 G0 B255
#8000FF
Lavender
C40 M60 Y0 K0
R174 G91 B255
#AE5BFF
Sky
C70 M0 Y20 K0
R0 G198 B209
#00C6D1
Typography
Alongside colour, typography is an important tool for conveying meaning and character within a brand identity.
It is critical that typographic tone is maintained through consistent use of the right typefaces, in the correct manner, for the appropriate audience.
Primary Typeface – Fedra Sans Alt
Fedra Sans is a multilingual contemporary sans serif typeface supporting over 70 languages including Greek Polytonic and Cyrillic developed for a visual identities, designed to work equally well on paper and on the computer screen.
Fedra Sans works exceptionally well in small point sizes, while it is elegant and distinguishable in larger ones.
It has been chosen for its specific design and its appropriateness for accessible communication and legibility.
Fedra Sans Alt Light
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Fedra Sans Alt Book
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Fedra Sans Alt Demi Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Fedra Sans Alt Medium
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Fedra Sans Alt Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Secondary Typeface – Fedra Serif
Fedra Serif is the companion face to Fedra Sans.
A contemporary serif typeface with short ascenders and descenders intended to work in very small sizes, Fedra Serif’s humanistic roots are balanced by rational digital drawing.
Fedra Serif is designed for continuous reading, where it is critical that the counter-shapes relate inextricably to the outside of the letters.
Fedra Serif Book
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890(,.;:?!$&*)
Fedra Serif Demi
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890(,.;:?!$&*)
Fedra Serif Medium
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890(,.;:?!$&*)
Character Typeface – Krana Fat
The Character typeface, Krana Fat, is a playful design that alternates between typography and lettering.
It evokes the shape and character of vernacular signage, and institutional alphabets constructed by teams of engineers.
It features two widths that can be accessed by bolding the a selection, and are intended to be combined to create unique tone for specific messages that require a more gregarious character.
Krana Fat
Aa
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The use of Krana Fat has limited use, specifically for campaigns that target a youthful audience and is to be used with guidance from the marketing team.
The Mumuration
The Mumuration plays a critical role in the brand identity.
It provides variety, texture and interest, adding complexity to the other brand identity elements.
The Mumuration is dynamic, data driven, and intended to be presented in multiple variations of form and meaning.
Along with the colour palette, it is intended to provide energy, expressing the journey of the individual as part of a larger cultural and societal transformation. Because of the wide range of potential presentations, care must be taken to not overwhelm or confuse the audience.
When using the Mumuration:
- the emotional message and impact of the communication
- the nature of the communication being presented
- appropriate readability and accessibility of the image presented
- the restrictions of the final medium (for example, resolution and print fidelity)
- avoid using the device as a decorative element
Presenting the Mumuration in one colour makes cropping and scale important to present dynamic volume and visual interest.
Presenting in colour allows the Mumuration to deliver heightened emotional impact. Colour used can be limited or wide ranged dependant on the desired impact.
The Mumuration can be presented in reverse, with the same consideration of cropping and scale to present dynamic volume and visual interest as the mono version.
When the Mumuration is used with photography, it’s role is to support and elevate the emotional story telling of the imagery. It should never dominate or overpower the subject of the image.
Photography
The photographic tone is an integral element to capturing the brand’s emotional intent.
It represents the individual and tells their story one shot at a time. Capturing the intimacy of real moments with the focus on people and energy, not place.
The photographic tone of images used should be candid shots of CPL clients and workers in natural, warm light and unposed positions. The images should not feel like stock images. The photographs should have a tight depth of field with flexible composition, leaving clear space for text.
The emotional story telling of the image can be elevated through the strategic use of the Murmuration. Attention should be given as to not overpower or dominate the subject of the image with the Murmuration.
When using or capturing photographs, it is imperative that the photographs:
- show the individual in a positive and respectful manner, following their journey.
- do not show individuals in compromising positions or where they are looking vulnerable. This includes when clients are receiving personal care.
- capture real, candid moments with a focus on the individual and energy, rather than the place.
- provide a flexible composition, leaving enough negative space for text or supporting elements.
- have appropriate consent from the individual for their use, whether it is for promotional activities or internal communications.
