This brand guideline will us ensure that ALTRES brand stays true and consistent to itself. If there are any questions pertaining to this guide, please contact someone from business development to assist.

Our logo represents our future aspirations and acknowledges the value of our past. Our logo is strong and dynamic. Its shape forms the basis of much of our identity.

Elements

The Triangle is a representation of our values of Always Reaching Higher.

The logo

There are three versions of the ALTRES logo: primary, secondary, & the Cornerstone.

Logo with tagline

Where space allows & messaging is limited, the logo with tagline may be used, however, its usage is on a case-by-case basis.

Logo measurements

Our logo measurements demonstrate the craftsmanship & precision that make up the ALTRES logo. When applying the logo, please be mindful of the following:

A: The spacing between the wordmark & the Cornerstone cannot be altered or adjusted in any way.

B: The Cornerstone needs to be aligned with the wordmark in both horizontal & vertical instances. The spacing in the vertical example is measured by the 2/3 of the Cornerstone width from the wordmark.

Please use the provided assets & be mindful of medium. A four-color (CMYK) print & three-color (RGB) digital versions are available.

Note: for special occasions that require a change to the logo color, please seek approval from Business Development.

Logo clear space

The Triangle defines the specific amount of space that a logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility & impact.

Logo best practices

When using the ALTRES logos, use the logos as they are. Do not attempt to recreate or move logo elements.

Naming Strategy

To create sub-brand logos, we use the ALTRES logo & our Commuter Sans font.

Brand architecture system

The ALTRES logo is the brand unifier for all of the sub-brands. It should always anchor any brand or product.

ALTRES BRAND LOGOS

These are all of our sub-brand logos.

An Island of Colors

Ocean Blue is a key signifier for the brand. It unifies all the colors and should be be consistently used with all of the our brands. When the mark is used on Ocean Blue (or dark color), the triangle should always be white.

Primary Color Palette

ALTRES Ocean Blue and Sky Blue are our primary colors for the ALTRES brand. When associated directly to the ALTRES parent company, these colors should always be used.

Primary Brand Color Palettes

ALTRES Ocean Blue ties all of our brands and logos together. It is used for the wordmark and key elements for all of our brands. Each brand also has its own primary color and signifier.

Our Font

Cera is our primary font and should be used for all advertising and brand applications. As shown below there are situations where our secondary font, Freight, can be applied.

Primary Font

Cera Pro is our primary font. Our brand communications use three main weights: regular, medium and bold,

Secondary Font

Freight Text Pro is our secondary font. These three weights are the main ones to use: book, medium and bold. Typically Freight Text Pro is used for body copy applications, but there are exceptions when it can be used as a headline.

People

Shots with people should capture life as it exists for our employees and clients. They should always be in a setting that is authentic to the story and subject of the image.

Employee Headshots

Employee headshots are taken in a studio with a solid background. The lighting should emphasize the subject and not the environment.

Customer Photography
Photos of our clients should be shot in their environment and highlight the personality of the their business and what they do.

Photography Guidelines

With the need for various media sizes, photographers should shoot multiple croppings of the same content. This will provide flexibility when placing it into layouts, but it will also help tell a bigger story. When singular shots need to be captured, photographers should avoid cropping in camera and stay mindful of the safe zones for horizontal and vertical crops.

Illustration Style

Our illustrations are free flowing and use our color palette. When illustrating ALTRES “Employees” they should always be wearing a Ocean Blue top. The top can use a Hawaiian motif or pattern to give it a unique look. The clothing bottom should always be in a darker gray and kept simple.

Icon Examples

Our icons are used across all of our communications. Only approved icons should be used. Our icons use a 2:1 stroke ration. They can be displayed with one color black or black with the Sky Blue fill.

Black Stroke

Black Stroke with Sky Blue

Letterhead

Our stationery consists of letterhead, envelopes, and business cards.

Envelopes

Our envelope system range consists of 9×12, #10 (+ window), and #11 (+ window).

Business Cards

We have two sizes of business cards. The first is European sized, 2.125” x 3.375”. The second is North American sized, 2″ x 3.5″.

Overview

The brand design system unifies our communications and experiences that’s unique and instantly recognizable as the ALTRES brand. Our design system is based on a 12 column responsive grid and is used in all of our collateral, which includes: print, social, video and web collateral.

Cover Examples

This is one example within our guidelines that demonstrate how the grid can be used.

Duotone covers

Color covers

One Column Typography

This example shows how a hero image can be combined with a “one” column of copy that expands 9 column grids. When using the grid for sales materials it’s important to note the length of each line of text. Ideally the text should should be 10-13 words per line.

Two Column Typography

This example shows how a hero image can be combined with a a solid block of color and a headline. The “two” columns of copy breaks the copy down into smaller chunks for easier reading. This layout is ideal if there is a lot of copy and the layout needs to be broken up into pieces.

Overview

Social media is an essential tool for ALTRES brand communications and experiences.  Our social media design system combines our grid, colors, typography. Please use these guidelines as a reference for future graphics.

Testimonials / Quotes

These are two of the variations for how a testimonial/quote can be designed.

Numbered List

We often use numbered lists as way to communicate content via social media.

Cover and Inside Slides

Multiple slide posts are often used as a content strategy. Attention should be given to differentiate the cover from the interior slide(s), but still feel like part of the same presentation.