Branding
Guidelines
Logos
01
Primary logo
Clear space
An exclusion area is the distance that needs to remain clear around a logo in application.
The exclusion area for the logo is equal to the height of the arrow mark.
Incorrect Usage
The examples here show incorrect usage of the Lift logo.
✖ DO NOT alter the colour or fill settings.
✖ DO NOT stretch.
✖ DO NOT apply effects.
✖ DO NOT create new logos or lock-ups.
✖ DO NOT rotate or angle.
✖ DO NOT use on a low contrast background.
Colours
02
Colour Palette
Smoke Grey
CMYK 1, 1, 1, 0
RGB 249, 249, 249
HEX #f9f9f9
Marble Grey
CMYK 23, 23, 18, 0
RGB 188, 178, 184
HEX #BCB2B8
Mustard Yellow
CMYK 0, 35, 76, 0
RGB 252, 167, 74
HEX #FCA74A
Scarlet Red
CMYK 0, 100, 80, 0
RGB 243, 0, 49
HEX #F30031
Crimson Red
CMYK 11, 100, 85, 2
RGB 205, 27, 47
HEX #CD1B2F
Slate Grey
CMYK 61, 63, 53, 34
RGB 77, 67, 72
HEX #4D4348
Dark Plum
CMYK 60, 81, 56, 67
RGB 49, 25, 36
HEX #311924
Typography
03
Poppins
Primary typeface used for both headings and paragraphs across all material.
AaBbCc
Barlow Condensed
Used sparingly as a headline font.
