Brand Guidelines

Brand Introduction

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Latest Posts

Events

At our next evening event, Toronto resident Puneet Dutt will share some themes from her book The Better Monsters, which she describes as a reflection on the cultural complexities of politics, violence and war in the new century.

Events

Puneet Dutt talks about her inspiration for The Better Monsters. Join us for a reading and discussion with Puneet on November 22nd, moderated by David Fancy.

Blog

Recently my ASG colleagues and I attended a presentation by Ontario Treasury Board President Peter Bethlenfalvy, who was sharing an update on Ontario government activities...

Blog

Change is inevitable. With the dust settled from the October 22nd municipal election, there will be changes regardless of if a municipality has brought back the majority of its’ previous Council members or not.

Blog

A successful brand strategy recognizes the importance of first impressions and works hard to distill a brand’s goals, vision and values into a compelling and effective set of visuals that both represent the brand and speak, without hesitation, to potential clients.

Events

Ian Brown, an author and writer for the Globe and Mail, led a riveting talk on October 18 as the kickoff to What’s the Big Idea co-hosted by ASG and Henry of Pelham.

Blog

Announcements

Armstrong Strategy Group adds Adam Moote, with a Masters of Planning and a Bachelor of Arts in Political Science, to the team.

The Dialogues

By
Announcements

Sure, authors read from their books all the time: in intimate settings, and in venues where you can drink a glass of wine. So what makes this new series different?

Blog

The present fight between the City of Toronto and the Province of Ontario over the composition of Toronto city council is a fight that was bound to happen eventually. But it's not the fight it appears to be.

Announcements

Armstrong Strategy Group is adding a senior municipal law expert and a government relations professional to its team of public affairs and strategic communications experts.

Latest Posts

Events

At our next evening event, Toronto resident Puneet Dutt will share some themes from her book The Better Monsters, which she describes as a reflection on the cultural complexities of politics, violence and war in the new century.

Events

Puneet Dutt talks about her inspiration for The Better Monsters. Join us for a reading and discussion with Puneet on November 22nd, moderated by David Fancy.

Blog

Recently my ASG colleagues and I attended a presentation by Ontario Treasury Board President Peter Bethlenfalvy, who was sharing an update on Ontario government activities...

Blog

Change is inevitable. With the dust settled from the October 22nd municipal election, there will be changes regardless of if a municipality has brought back the majority of its’ previous Council members or not.

Blog

A successful brand strategy recognizes the importance of first impressions and works hard to distill a brand’s goals, vision and values into a compelling and effective set of visuals that both represent the brand and speak, without hesitation, to potential clients.

Events

Ian Brown, an author and writer for the Globe and Mail, led a riveting talk on October 18 as the kickoff to What’s the Big Idea co-hosted by ASG and Henry of Pelham.

Blog

Announcements

Armstrong Strategy Group adds Adam Moote, with a Masters of Planning and a Bachelor of Arts in Political Science, to the team.

The Dialogues

By
Announcements

Sure, authors read from their books all the time: in intimate settings, and in venues where you can drink a glass of wine. So what makes this new series different?

Blog

The present fight between the City of Toronto and the Province of Ontario over the composition of Toronto city council is a fight that was bound to happen eventually. But it's not the fight it appears to be.

Announcements

Armstrong Strategy Group is adding a senior municipal law expert and a government relations professional to its team of public affairs and strategic communications experts.

Visuals

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Logo

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

ASG Logo Files

Main Logo

The main ASG logo is depicted as a full colour design on a white background. The clean, professional design of the logo itself is enhanced by the appropriate use of whitespace around the logo. Please review this section to familiarize yourself with the do's and dont's of the ASG logo.

Logo Clearspace

In order to maintain a clean aesthetic for the ASG brand, please always make sure that the logo has an appropriate amount of clear space around it. The grey area in the logo above represents the minimum amount of uninterrupted space that should allowed on all sides of the logo. Whenever possible, we recommend using more white space to enhance the clean look of the brand. For ease of use, all of the provided ASG logo files are built with this clear space already set in place.

Variations

The main full colour on white ASG logo may not work in all situations. When a variation of the logo is required for use on dark backgrounds or in circumstances where full colour is not accessible (ex. black and white printing), the logo variations shown below may be used and can be accessed through the logo files folder.

Logo Dont's

Although we encourage creativity and have built versatility into the ASG brand, there are some situations in which the logo could be applied in a way that may harm our brand perception. The samples below demonstrate inappropriate uses of the ASG logo.

Do not place the ASG logo on any coloured background other than white or black.
Do not use the ASG logo in any colours other than what has been set out in the guide above.
Do not add or replace any of the colours into the logo.
Do not place the ASG logo directly onto any photographic background. If the logo is to be used on top of a photo, it must have a colour layer in between the logo and photo.

Social Media Logo

As the main ASG logo is horizontally oriented, it does not fit comfortably when used in our social media accounts. In all social media applications, please use the dedicated social media logo.

Examples of Proper Logo Use

The ASG logo is enhanced when it is used with appropriate amounts of white space and colours from the palette as well as when it is paired with on-brand black and white photography. Please see some examples of the logo in use below:

Colour Palette

A single colour has the power to bring to mind an entire brand (think Coca-Cola red). Colour is one of the most powerful and effective tools in a branding kit and can be used to portray values, send messages and carry out successful marketing. While we strongly encourage creativity, please use the colour information below as a guideline for successfully using colour within the ASG brand.

Primary Colour Palette

The three colours in the  primary colour palette are at the centre of the ASG brand as they are representative of core values such as professionalism, creativity, clarity, experience and knowledge. These three colours work best when they are used together throughout the brand and should make up 80% of all the colour used.

ASG Primary Green

The ASG primary green represents our ability to support growth, renewal and stability for our clients. This colour is energetic, fresh and professional.

Print Colour Code (CMYK) | 88,24,91,10

Digital Colour Code (RGB) | 0,132,69

Hex Code | 008445

Pantone Colour Match | 7731 C

White

White is essential to the ASG brand. Using white effectively creates a clean, uncluttered look that is representative of the clarity we offer our clients on their projects.

Print Colour Code (CMYK) | 0,0,0,0

Digital Colour Code (RGB) | 255,255,255

Hex Code | FFFFFF

Pantone Colour Match | N/A

ASG Primary Dark Grey

The ASG primary dark grey is an off-black colour that is professional, corporate and strong. This colour represents our experience and knowledge and adds a modern tone to our brand. This colour is to be used for text only.

Print Colour Code (CMYK) | 73,67,65,78

Digital Colour Code (RGB) | 27,27,27

Hex Code | 1B1B1B

Pantone Colour Match | Neutral Black C

Accenting Colour Palette

The ASG accenting colour palette is made up of two colours that enhance branded material when it is necessary to use more than the primary palette. These colours are secondary and should never be used on their own nor should they be the main colour used in any given piece. As a general guideline, they can make up up to 20% of a design.

Forest Green

This colour should primarily be used for small accents and be in conjunction with ASG primary green.

Print Colour Code (CMYK) | 80,43,83,42

Digital Colour Code (RGB) | 43,81,53

Hex Code | 2b5135

Pantone Colour Match | 350 C

Light Grey

This colour should primarily be used for lines.

Print Colour Code (CMYK) | 12,8,8,0

Digital Colour Code (RGB) | 222,223,235

Hex Code | DEDFE1

Pantone Colour Match | Cool Grey 1 C

See the colour palette in action

It is not essential that you follow the percentages outlined below exactly, but keep them in mind as a general guideline for how to use the ASG brand colours.

5% forest green

Used for small accents

60% white

Allows branded material to be clean and professional

20% primary green

For larger accents and colour areas

dark grey

to be used only for text and within icons

5% light grey

used for lines

Typography

A single colour has the power to bring to mind an entire brand (think Coca-Cola red). Colour is one of the most powerful and effective tools in a branding kit and can be used to portray values, send messages and carry out successful marketing. While we strongly encourage creativity, please use the colour information below as a guideline for successfully using colour within ASG.

Brand Typefaces

Please download and install the ASG brand fonts onto your computer using Google Fonts. Please click the links below to go directly to Google Fonts. Once on the font page, click the 'select this font' button in the top right hand corner of your screen. A box will popup from the bottom of your screen with a black bar that says 1 family selected. Click the black bar to expand the box then select the download icon from the top right. Once downloaded, please install the font according to your computers specifications.

Raleway
Roboto Condensed

Header (Raleway Normal - 400) in ASG Primary Green

Subheader (Raleway Medium - 500) in ASG Dark Grey

Section Header (Roboto Condensed Light - 300) in ASG Primary Green or ASG Dark Grey

Body content (Raleway Light - 300) in black.

Quotes (Raleway Normal Italic - 400) in black with left side indent.
Caption, footnotes, reference (Roboto Condensed Light -300) in black and all caps

Example

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Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Mauris cursus mattis molestie a iaculis at.

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Pharetra convallis posuere morbi leo urna molestie at.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Primary Colour Palette

The three colours in the  primary colour palette are at the centre of the ASG brand as they are representative of core values such as professionalism, creativity, clarity, experience and knowledge. These three colours work best when they are used together throughout the brand and should make up 80% of all the colour used.

ASG Primary Green

The ASG primary green represents our ability to support growth, renewal and stability for our clients. This colour is energetic, fresh and professional.

Print Colour Code (CMYK) | 88,24,91,10

Digital Colour Code (RGB) | 0,132,69

Hex Code | 008445

Pantone Colour Match | 7731 C

White

White is essential to the ASG brand. Using white effectively creates a clean, uncluttered look that is representative of the clarity we offer our clients on their projects.

Print Colour Code (CMYK) | 0,0,0,0

Digital Colour Code (RGB) | 255,255,255

Hex Code | FFFFFF

Pantone Colour Match | N/A

ASG Primary Dark Grey

The ASG primary dark grey is an off-black colour that is professional, corporate and strong. This colour represents our experience and knowledge and adds a modern tone to our brand.

Print Colour Code (CMYK) | 73,67,65,78

Digital Colour Code (RGB) | 27,27,27

Hex Code | 1B1B1B

Pantone Colour Match | Neutral Black C

Accenting Colour Palette

The three colours in the  primary colour palette are at the centre of the ASG brand as they are representative of core values such as professionalism, creativity, clarity, experience and knowledge. These three colours work best when they are used together throughout the brand.

Forest Green

Print Colour Code (CMYK) | 80,43,83,42

Digital Colour Code (RGB) | 43,81,53

Hex Code | 2b5135

Pantone Colour Match | 350 C

Light Grey

Print Colour Code (CMYK) | 12,8,8,0

Digital Colour Code (RGB) | 222,223,235

Hex Code | DEDFE1

Pantone Colour Match | Cool Grey 1 C

5% forest green

Used for small accents

60% white

Allows branded material to be clean and professional

20% primary green

For larger accents and colour areas

dark grey

to be used only for text

5% light grey

used for lines