ava technologies inc.

brand guideline
 contents
verbal identity 3
Mission & Vision 4
Trueline & Tagline 5
Values 6
How We Are Driven 7
Who We Are 8
Tone 9

visual identity 10
Typefaces 11
Colours 12
Textures 16
Logos 17
Inspiration 20
Imagery 21
Social Media 23

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verbal identity

3
 mission
To feed the worlds transition to sustainable food.

vision
A thriving planet and an exciting future.

4
 trueline

Enhancing our world by seamlessly integrating nature, design and

technology into our lives.

tag l i n e
Lets Grow

5
 values

learn i n n o v at e

e d u c at e c o l l a b o r at e

6
how we are driven

i m pa c t

community growth

7
 who we are

We are a group of forward-thinking leaders, scientists, designers, and

engineers redefining + revolutionizing what a business should be.

w h at w e d o

Our focus is to design quality products + experiences that are empowering,

intuitive, and beautiful.

how we do it

Across all levels, members of the ava team are expected to bring
a degree of creativity, honesty, and intellectual rigour to their responsibilities.
we hold each other to a high standard as we work together to build a
company we are proud of.

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 we are

optimistic
humourus
encouraging

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visual identity

10
 typeface

pirulen P R OX I M A N OVA Gotham

proxima nova
Proxima Nova

To be used in the AVA p r o x i m a n o v a r e g u l a r small Gotham is to be used in the

wordmark and for that caps is to be used for main headers
purpose only. (tracked out 170pts).
proxima nova light small caps is to be
used for small headers.
event that Proxima Nova
is unavailable, adhering
to the same treatments as
discussed prior.

Proxima Nova light is to be used for

body copy & captions.

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 colours: primary

exposed charcoal thriving green shell white

c 0 r 99 c 3 0.0 3 r 189 c 0 r 255

m 0 g 100 m 0.0 3 g 215 m 0 g 255
y 0 b 102 y 8 3 .0 3 b 86 y 0 b 255
k 75 k 0 k 0

#626366 #bcd756 #ffffff

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 colours: primary

when to use:

AVAs primary colour scheme is inspired by the hard and soft qualities of nature merging
together with technology and working simultaneously in harmony.

Exposed Charcoal is the main colour used for typefaces, logos and large scale decorative
elements across AVA platforms.

Thriving Green is AVAs accent colour that derives from young and growing sprouts and
fresh vegetation. Thriving Green is to be used in header text when appropriate, in icon
usage, and smaller accent decorative elements across AVA platforms.

Shell White is AVAs predominant colour in creating negative space and a sense of
contemporary cleanliness. Shell White is to be used in logos when on dark or coloured
surfaces, in text on coloured or dark surfaces and as well as in background features,
allowing for other brand elements to stand out further and work together harmoniously.

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 colours: secondary

m e ta l l i c p e a r l glacial ice subtle pepper

c 0 r 249 c 52 r 78 c 0 r 251
m 31 g 189 m 0 g 234 m 22 g 203
y 15 b 190 y 22 b 223 y 36 b 164
k 0 k 0 k 0

#f29da9 #4eeadf #facba3

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 colours: secondary

when to use:

AVAs secondary colour scheme is inspired by bursts of colour found across nature - whether
it is the reflective tone of an orange bell pepper or a chilling blue highlight of a glacier in
the arctic - AVAs secondary colour pallette is to be used subtly to highlight or distinguish
particular features.

Secondary colours can be applied by choice however they must be of limited use and be
used in instances such as highlighting certain features, used in icons that are not being
applied in one of the pirmary colours and essentially as they are found in nature - subtly
subdued but present and effective.

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 textures

polished chrome deep woods smokey cotton

AVA textures focus on the natural elements that inspire us - soft and comforting textiles,
warm wood tones, and slick and sharp metallics that make for an effortless and breathtaking
finish. Textures do not need to be literal in their presentation, but can be hinted in various
places of our branding, whether it is a cedar tree on a mountain in the back of an image or
the sharp chrome finish of the AVA BYTE unit sitting on a modern kitchen counter - textures
are to accent and guide the brand alongside all of its other elements.

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 logo usage

main logo main logo

word mark word mark

responsive responsive

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 logo: dont do

d o n t s k e w o r s t r e t c h a n y l o g o i n a n y w ay

d o n t r o tat e a n y l o g o i n a n y w ay

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 logo: dont do

d o n t c h a n g e t h e t r a n s pa r e n c y o f a n y l o g o

d o n t p l a c e o n c r o w d e d o r d i s ta s t e f u l b a c kg r o u n d s

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 i n s p i r at i o n

Apart from elements of nature, AVA is inspired by clean, contemporary and crisp design
as well as beautiful and fresh food and the power of less is more working together to
formulate successful and strong design.

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 use of imagery

s tat e m e n t t e x t h e r e s tat e m e n t t e x t h e r e s tat e m e n t t e x t h e r e

AVA incorporates elements of land, sky and sea that associate with AVAs values. The
imagery should be of high quality, represent sharpness and crispness, and have more
cooler tones to them. AVA focuses on promoting the positivity of nature and how that can
be extended into AVA users homes. Imagery can be accompanied by AVA logo as well as a
short statement with intended description placed in the centre of the image.

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 misuse of imagery

s tat e m e n t t e x t h e r e s tat e m e n t t e x t h e r e

s tat e m e n t t e x t h e r e

DO NOT use imagery that is of bad quality, dictates negativity, or is cliche and cheesy - we
dont want any cheese. AVA logos and writing should be visible and centred on the image
and displayed in the appropriate colour as mentioned in the logo guideline section. Imagery
should match the tone and mood of the AVA brand.

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 social media

announcement here

Images appearing on social media must be of high quality, formatted into square resolution
to be compatible across all platforms (instagram, twitter, facebook...) as well as follow AVAs
colour scheme, typefaces, mood, and values. Pictures and illustrations must fully represent
AVAs mood and message of celebrating the beauty of food, life and sustainability.

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 social media: dont do

DO NOT post images that are not square, that are hard to see and of bad quality, are
unappetizing and showcase content badly, and those that do not promote the values of
AVA. Images with poor composition, content or that are irrelavant to AVA should not be used
under any circumstances.

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 social media: appearance

AVA expects to deliver a consistent and put-together appearance across all of its social
networks putting into consideration image composition, overall appearance of content and
the consistency of posts and their curation. All image, tone and value guidelines should be
applied when posting across social networks.

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