Aspect brand
workforce is here
Brand downloads
12 files69kb
67 icons552kb
4 images.8mb
8 headshots231kb- 92 files1.8MB
Logo
Primary Horizontal
The primary logo includes both the logo mark, or icon, and the word mark. Use this or the vertical lockup in most instances.
Primary Vertical
The vertical lockup might be more appropriate when centered or when displayed on a tall element, like a tall conference banner.
Wordmark
The icon is an important part of building brand recognition. Only use the word mark by itself when the icon is already present elsewhere.
Icon
The Aspect icon, affectionately nicknamed the “a-con” renders very well at small sizes. Use it as a shorthand for the full logo in small contexts like social media avatars or the website favicon.
Typography
Icons
Patterns
Aspect patterns can serve as visual helpers to make other content shine. Placing people, icons, or UI imagery on top of these patterns makes them the hero in the same way that a ring’s band is the setting for a jewel.
Partner branding
Create polished, professional materials with our branding resources.
Channel Partner
On your website and landing pages
In marketing assets
In online ads and social media posts
In email marketing campaigns
Do
Use the logo as is and place the logo onto a light background
Do not
Place the full-color logo onto a dark background
Do not
Layer the logo over a busy background
Do not
Layer the logo over content nor layer content over the logo
Do not
Alter the design (shape, orientation, color, font, etc.) or redesign the logo on your own
Do not
Add visual effects, like a drop shadow or glow
Do not
Use the logo within a sentence or within text
Do not
Disproportionately stretch the logo
Representative UI
Aspect’s second brand value is “Technology for good.” Let’s showcase the OS and Enterprise products across marketing efforts so that potential customers can see how much care goes into creating user-friendly interfaces and so they can envision themselves using the product.
In large contexts we can take advantage of the space to show the product in full, just as it appears in the product.
In marketing contexts where the UI is ornamental, we can abstract much of the detail so that the focus is on the content and not on the UI itself.
In evaluation contexts, where the user is attempting to understand what the product is and how it might benefit them, we can abstract unnecessary information in order to help focus the user on critical details.
In addition to the UI, we can layer faux user avatars on the product to help tie the second brand value to the first: “people come first.”
Stock photos
.webp)
Stock photos tend to feature models that smile for the camera. Filter for models that have natural smiles, like what you would see in a typical conversation.
Look for facial expressions and poses that feel natural. Overly posed or overly expressive images can feel fake and detract from the brand.
Photos that are too cold or too warm will feel out of sync with Aspect’s neutral colors palette. Find images with a neutral white balance.
Stock photography should feel like a supporting element, coloring the the tone of the content it’s grouped with. Overly cluttered photos will compete for attention, stealing focus from the content.
Cutout people can be placed in a solid color background shape, constructed from the counter in the “a” of the logo mark.
Simple ornamentation, like the same counter shape from the avatars, can help a stock photo feel more intentional.
The gradated lines are a hallmark of 70s style design and help tie the Aspect brand to its founding in 1973.
Thick line art is another variation on the “retro-modern” visual style.
Placing cutout people over the Aspect drafting grid immediately connects it to the overall brand. Use a shadow on the cutout person to give the image some depth.
Placing cutout people over Aspect UI helps to intrinsically tie the two brand values, people and technology, together.