our basic branding and logo guide
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The A+L "Pyramid" Mark

The story behind the mark

Just like the great pyramids in Egypt, our mark represents a seemingly simple design, yet a complex underlying structure requiring vast amounts of technical expertise and engineering. It's solid and bold. It's a road fading into the horizon, representing forward motion and the long-term relationship we build with our clients while on this journey. The left side is the finished product, whereas the right side is a peek under the hood: the scaffolding, the inner workings, the multi-tiered solutions. The right side also shows a hint of the A in Art, the L in Logic, and the + which joins the two, creating a synergy of elements, greater than just Art and Logic.

Our logo mark was crafted with care, from a mobile-first perspective. The mark works well in various settings: horizontal, vertical, dark, light, big, small.

light

used on dark backgrounds

dark

used on light backgrounds

The logo can also be overlayed on photo backgrounds
as you can see at the top of this page.

Variations

Vertical

Horizontal

Social Icons

Typically, social sites will resize the icon to fit their standard size, so pick a large size when uploading. Also, some sites display square icons, while others are round.

Use the dark background version for social sites so our pyramid appears as a beacon of light floating in a field of darkness.

Large

Med

Large

Med

Basic Icons

These have a transparent background and can be used for toolbar icons, dock icons, shortcuts, overlays, etc.

Large

Med

Small

Brand Colors

Our brand is monochromatic for a number of reasons. One, it doesn't conflict and clash with its surrounding environment. It allows us the flexibility to be playful with our content, ie: our blog, social site headers, illustrations, swag, etc. We're not constricted to one color palette. The colors are not true black and white, but rather a warm dark grey and a slightly aged beige/grey, representing our 25+ years in the business.

#282828

DARK GREY

main content text

#E8E8E8

LIGHT GREY

bylines, subtext, etc.

#237679

TEAL

headers, titles, etc.

#d94d24

HERO

buttons, call to actions - to be used sparingly

We will continue using our hero colors, teal and red, however these colors should not appear in the logo, only in the surrounding content for attention-getting and call-out purposes.

Download

Download all icon files, variations, formats, etc.

Download LOGO FILES