Abnormal Style Guide
This online brand book will help you understand the core elements of the Abnormal brand identity. It explains how to use the system and serves as a source of inspiration for you to continue building a brand people love and remember.
Content Style Guide
The content style guide contains all of the information you need to write for and about Abnormal. Use this guide when creating any internal or external content for Abnormal—including blog
posts, site copy, data sheets, or any other assets.
View Content Style Guide
Logo
Our logo is our most valuable asset. We aim to keep it simple, clear, and compelling.
To preserve the integrity of the Abnormal logo and promote the consistency of the brand, it is essential to use the logo as described in these guidelines. The examples shown illustrate how to use the logo correctly.
Our logo symbol is a simple visual representation of Abnormal's precise and unique technology. It acts as a visual shorthand for the logo in situations where the full logo is either too large or too small.
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LOGO
Clear Space
Wordmark
To ensure legibility and clarity, the area surrounding the Abnormal logo should be free of any other elements. The amount of clear space should be equal to the width of our A symbol.
Symbol
Similarly, the area surrounding the Abnormal symbol should be free of any other elements. The clear space around the symbol should be equal to half the width of the symbol.
The amount of clear space around the logo should be the width of our A symbol.
LOGO
Color
Our logo should always be black or white. The option selected is dependent upon the background and which version provides the most contrast.
Always place our logo where it is legible, and with enough contrast, like the examples shown here.
The amount of clear space around the logo should be the width of our A symbol.
LOGO
Scale
The minimum size of our logo is measured by the height of the logo.
Print: 0.25 inch (6.35mm)
Digital: 21 pixels (on screen)
On rare occasions, smaller sizes for print may be necessary; however, legibility should always be our top priority.
When constrained by size restrictions like a favicon or social media profile image, use the A symbol.
Print: 0.25 inch (6.35mm)
Digital: 21 pixels (on screen)
LOGO
Misuse
The following are examples of how our logo should not
be used.
- Do not change the color or other key elements of the logo.
- Do not place the logo over low-contrast colors.
- Do not put the logo in a container or shape.
- Do not add effects to the logo.
- Do not rotate or put the logo at an angle.
- Do not skew or alter the proportions of the logo.
- Do not type out the logo in Everett or any other typeface.
- Do not lock up the symbol with the logo.
- Do not use the logo as a container for imagery.
Do not manipulate the logo in any way.
LOGO
Social Icons
If the icon is housed within a holding shape, please adhere to the following clear space guidelines and colors.
Logo rules apply to social icons as well.
Typography
Typography is a foundational pillar of our identity. Abnormal’s dynamic, high-contrast use of typography is fundamental to building a strong and recognizable brand.
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TYPOGRAPHY
TWK Everett
Throughout our brand, we use the typeface Everett. Everett was selected to communicate a fresh, future-facing, and precise brand experience. It comes with stylistic alternates for the lowercase letter "a" and the number "0".
To ensure consistency and match our logo, the single-story characters should be used as our primary typography choice.
For a majority of branded communications, Everett Regular should be used. For situations where text contrast is necessary, Everett Medium and Light can also be used. Do not use Bold.
Do not use the bold version of TWK Everett. The number “0” should always have a slash.
TYPOGRAPHY
Inter
When Everett is not applicable or is unavailable, please defer to the use of Inter.
Download Inter
Only use Inter when using Everett isn’t possible.
TYPOGRAPHY
Hierarchy
Headline
Everett Regular | 0px Letter Spacing | 1 Line Height
Subhead
Everett Regular | 0px Letter Spacing | 1 Line Height
Body Copy
Everett Regular | 0px Letter Spacing | 1.25 Line Height
TYPOGRAPHY
Usage
Typography should be used in a dynamic, high-contrast way
to create interest and impact.
As highlighted, use Headline for large, bold headlines; Subhead for secondary, less prominent headlines; and Body Copy for paragraphs of body copy.
Use title case for every header (H1 and H2). Title case capitalizes the first letter of every word except articles, prepositions, and conjunctions.
Use title case for every header (H1 and H2).
Color
Our brand colors have been carefully selected to support a technical yet approachable feel. Following the color guidelines here will create a consistent experience across all of our brand touchpoints.
Download Color Palette
COLOR
Primary Palette
Our primary palette is the foundation for all brand communications and ensures clarity and accessibility.
The restricted Black and White palette is both highly usable and immediately recognizable as Abnormal. Purple is our primary brand color.
Purple 01 is our primary brand color
COLOR
Secondary Palette
Our secondary palette adds an underlying layer of support to our brand. These colors should be used sparingly, allowing our more prominent primary palette to exist in the proper hierarchy.
The secondary palette should be used for instances such as designing infographics when additional color and depth are needed to help portray complex information.
These colors should be used sparingly, allowing our more prominent primary palette to exist in the proper hierarchy.
COLOR
Combinations
Only these 19 color combinations are approved for use.
When creating a composition, avoid having the main headline be the same color as the logo—e.g., if the logo is white on a purple background, use Beige 03 or Mint for the main headline.
Only use these color combinations.
Iconography
Our custom iconography is unique to the Abnormal brand. Each icon has been drawn using elements of our logo and typography as inspiration.
Using the separation between the forms in the logo and the unique bevel in the characters of the typography is important to building and maintaining equity for the Abnormal brand.
Download Icon Set
ICONOGRAPHY
Icon Grid
Our custom iconography follows a specific sizing structure; Small, Medium, Large, and X-Large. When scaling the icons, it is important to follow the sizing structure in order to maintain consistency.
Use only the available icons to ensure they align with Abnormal brand standards.
Illustrations
Custom illustrations should follow the style of our icons. They also have been drawn using elements of our logo and typography as inspiration.
Our illustrations and icons have been built with intentionally considered line strokes. Consistent use of line weight is critical to represent the precision our product offers. Visual design is the silent ambassador of the brand and should be held to the highest standard. Always use images from our visual language and refer to the family of assets when creating new artifacts.
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ILLUSTRATIONS
Illustration Style
Our illustrations are considered technical and precise yet simple, using keylines and geometric shapes. We use white and purple when on a black background to focus on active feeling elements.
Judgment should be used to ensure the illustrations remain simple and consistent, and not ornate or overly detailed.
Keep illustrations simple but precise.
Photography
Imagery plays a key role in the content and overall appearance of our brand. Our selection of imagery includes portrait photography, environmental photography, and 3D renders. Imagery should be clear and inspiring, and portray a sense of precision and accuracy.
PHOTOGRAPHY
Portaits
Photography of individuals plays a critical role in making our brand feel human. Portraits should convey real people in a studio situation and at eye level, with images cropped to show both the head and shoulders.
To reinforce our deep understanding of human behavior, individuals should always be facing the camera. They should also be in the center of the frame to give a feeling of symmetry and precision.
Additionally, we use a variety of subtle expressions in our portrait photography to communicate our understanding of human behavior. Individuals should be shown with neutral to ambiguous expressions to highlight the challenge of distinguishing an employee from a bad actor.
Only use the portrait images in the brand system. Do not use other people or images.
PHOTOGRAPHY
Grid Styles
Our grid plays an important role in conveying the precision and clarity of our technology. It is a branded element that should appear overlayed with imagery to create depth, or with illustrations as a substructure to help create simple and accurate drawings.
The simple grid contains 2x2 squares inside each large square. Each square shares the same stroke weight of 1 pixel and is the same color. The smaller squares should be 60% opacity while the larger squares should be 100% opacity.
The grid should appear overlayed with imagery or with illustrations as a substructure to help create simple and accurate drawings.
PHOTOGRAPHY
Grid Use Cases
Overlay
Our grid can serve as an overlay to be placed on images. This method is used to help illustrate our technology being activated to scan and understand the people underneath. It should be used sparingly throughout brand communications. The transparency of the grid should be 60% and multiplied over images. The stroke of the lines should be 1 point.Background
Our grid can be used as a background to help highlight our unique product. Images of our product should be scaled and placed according to the grid below it to help ensure the elements reflect the accuracy and precision of our technology.Composition
Our grid is a helpful tool to help organize compositions that require a lot of content, such as our website or digital banners. Things like typography, images, and links should all be neatly placed on and aligned to our grid.The transparency of the grid should be 60% and multiplied over images. The stroke of the lines should be 1 point.
PHOTOGRAPHY
Grid Portraits
Our grid portraits contain a transparency overlay with one of our grid options. The goal is to show how our product uses AI to identify abnormal behavior.
The overlay color will depend on the background color and the complexion of the portrait subject. Start with a white overlay; mint, purple gray, and warm purple at 20% can also be used.
The grid and overlay can be placed on either side of the face, depending on the layout of your composition. Avoid covering eyes, nose, or mouth with lines or dots.
The overlay color will depend on the background color. Start with white; mint, purple gray, and warm purple at 20% can also be used.
PHOTOGRAPHY
Grid Misuse
The following are examples of how our grid should not be used.
- When adding the grid over the portrait, never cover the whole face and aim to divide.
- Be thoughtful about where the grid is placed on the face. Avoid covering eyes, nostrils, or mouth with dots or line crossings.
- When adding color overlays, avoid using dark colors or colors outside the approved palette.
Aim to divide when placed on the face. Avoid covering eyes, nostrils, or mouth with dots or line crossings.
PHOTOGRAPHY
3D Imagery
Our 3D imagery conveys a tone of abstraction while being precise. The idea is to show the depth of our product. The images are overlaid with all brand colors and white.
Avoid using black and colors outside our palette. Subtle overlays are allowed to make any text legible.
Avoid using black and colors outside our palette. Subtle overlays are allowed to make any text legible.
PHOTOGRAPHY
Diagonal
The Diagonal was inspired by the angle of our A symbol.
This design element can be used as a pop of color in the background of a composition. It is should always be layered, using two or more tonal diagonals at a time. When using the diagonal, remember to have it bleed off the page and not float in the middle of the layout. Remember this is an accent element and should never be the primary item in the hierarchy.
The diagonal should always be layered using two or more tonal diagonals at a time.
Look and Feel Samples
A collection of visual assets that follow the Abnormal Brand guidelines.
