Brand Guidelines 2026
Brand Statements
Mission
We equip and support leaders to be calm and confident in their leadership, so they can create safe work environments for all people.
Values
Honest
Transparent and truthful in all communication.
Pragmatic
Grounded, realistic, focused on what works.
Supportive
Always has clients' best interests at heart.
Approachable
Easy to talk to, never corporate or cold.
Professional
Reliable, organised, competent.
Ethical
Acts with integrity and fairness.
Slogan
Because people matter.
Brand Personality
We are positioned at the formal end of friendly - professional yet approachable.
Key Brand Attributes
These three traits summarise who we are and what we want to inspire in our clients.
We reduce confusion and stress
We communicate the truth
We build trust and safety
Brand Voice Guidelines
In all marketing communications, we aim to...
Be Clear
- Use plain language — avoid jargon unless you explain it.
- Keep sentences short and purposeful.
- Structure ideas logically and provide clear options.
- Clearly signpost the call to action (CTA) and, where possible, have one CTA for each content piece.
Be Calm
- Avoid fear-based messaging. Instead, write empathetically for our audiences and their needs.
- Use empowering phrasing, e.g. "We'll guide you through…" rather than "We'll fix it all for you".
Be Confident
- Speak with expertise and conviction.
- Where possible, use decisive words/phrases, e.g. "we recommend", "we advise".
- Focus on solutions and outcomes, not problems or uncertainty.
Voice in Practice
Do
"We'll guide you through each stage, so you can make confident, informed decisions."
"Our advice is practical and grounded in experience."
Don't
"We'll hold your hand every step of the way."
(too informal)
"We might be able to help."
(uncertain)
Brand Colours
Our primary colour palette uses a blue colour ramp, representing clarity, trust, and professionalism. Please refer to the WCAG 2.2 AA standard to check contrast of white and black text when using over one of these colours.
Usage Guidelines
- •Primary Brand Colour: Blue 600 for main CTAs and key brand elements
- •Accents: Blue 400 for interactive elements and highlights
- •Dark: Blue 900 for dark contrast
- •Backgrounds: Blue 50-100 for subtle backgrounds and sections
- •Others: Use any other blue in the ramp to support the core brand colours (400, 600, 900)
Typography
Readex Pro is our primary typeface, offering excellent readability and a modern, professional aesthetic across all brand communications.
Font Weights
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Type Scale
Building the future together
Transform your organization
Discover our approach
Key features and benefits
Clear communication is essential for building trust and fostering meaningful connections with our clients.
Our brand mission is to equip and support leaders to be calm and confident in their leadership.
Typography Guidelines
- •Headlines: Use semibold (600) or bold (700) weights for maximum impact
- •Body Copy: Regular (400) or medium (500) for optimal readability
- •Line Height: Use generous line spacing (1.5-1.75) for body text
- •Hierarchy: Maintain clear visual hierarchy through size and weight contrast
Logos
Files are available for download below.
Logo Horizontal
Horizontal lockup for headers and wide layouts
This will be available as an SVG and PNG file in Canva.
Logo Vertical
Vertical lockup for narrow spaces
This will be available as an SVG and PNG file in Canva.
Logo with Slogan (Horizontal)
Horizontal lockup with brand slogan
This will be available as an SVG and PNG file in Canva.
Main Brand Logo
Use for general communications
This will be available as an SVG and PNG file in Canva.
Academy Logo
Use for training materials
This will be available as an SVG and PNG file in Canva.
Pictorial Mark
Use for apps and print when required
This will be available as an SVG and PNG file in Canva.
Logo Usage Guidelines
- •File Formats:Please use SVG files for digital use. However, PNG files need to be used in email, for example in email signatures.
- •Clear Space: Maintain clear spacing around logos when pairing with the company name or other copy
- •Minimum Size: Never display logos smaller than 32px in height for digital or 0.5 inches for print
- •Modifications: Never stretch, rotate, or modify logo proportions or colours
Imagery Guidelines
Our visual language balances professionalism with approachability. Follow these guidelines to maintain brand consistency across all imagery.
Professional & Clean
Use high-quality images with clear subjects and ample negative space
Cluttered & Busy
Avoid images with too many competing elements or distracting backgrounds
Authentic & Human
Feature real people in professional settings, showing genuine interactions
Overly Staged
Avoid obviously staged stock photos with forced expressions or poses
Brand Colours
Brand blue colours can be used within imagery
Off-Brand Colours
Avoid images dominated by colours that conflict with our brand palette
General Image Guidelines
- •Quality: Always use high-resolution images
- •Lighting: Prefer bright, natural lighting that conveys clarity and friendliness
- •Composition: Follow rule of thirds, maintain balance and visual hierarchy
- •Diversity: Represent diverse perspectives, experiences and ethnicities in people-focused imagery
- •Context: Ensure imagery supports and enhances the message, never distracts from it