IMPACT Brand Guidelines

This is the hub for all brand guidelines, usages, and assets. We built this page to make it as easy as possible for you to deliver on-brand designs while respecting our brand and legal/licensing restrictions.

 
The Logo Plus Pattern

Master Logo

The IMPACT master logo should be used at all times for all IMPACT related content assets. If not possible – one of the other logo variations should be applied (see below), ensuring brand consistency across all communications.

Download the Full Logo

IMPACT-Logo--Blue-Full
IMPACT-Logo--White-Full

The “IM”

The IM may also be used as a substitute when the full logo doesn't work for the project.

Download The Half Logo

Space / Size

Please use an appropriate amount of spacing when placing the logo in your composition. As reference, use the size of the arrow as the minimum spacing on all four sides.
boundaries-logo

Minimum Size

Never reproduce the Logo or the “IM” at a size smaller than these recommendations, as it will result in the loss of their impact and readability.
Small%20IMPACT%20Logo
The IMPACT logo should never be:
•  smaller than 100px wide OR 30px tall in digital
•  smaller 35.5mm wide or 11mm tall in print.
Small IM
THE IM” should never be:
•  smaller than 30px wide OR 30px tall in digital
•  smaller 35.5mm wide or 35.5mm tall in print.

Logo Use

It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Do not rotate, warp, or disproportionately scale the logo. Its orientation, color and composition should remain as indicated in this document—there are no exceptions.
NoDifferentColor
Do not change the color of the logo
NoDifferentFont
Do not change the logo font
NoLogoRearrangement
Do not rearrange the logo typography from the 'IM'
NoDisproportionLogo
Do not use the logo disproportionately
Colors Plus Pattern

Primary Color Palette

The primary palette should be applied in all of IMPACT's marketing communications. The palette has been designed to give a bold and exciting direction to the brand, offering flexibility in conception – online and in print. Percentage tints can be used in any of these colors.
IMPACT Blue

HEX: #1082c1

RGB: 16, 130, 193

CMYK: 83, 40, 2, 0

Dark Grey

HEX: #444444

RGB: 68,68,68

CMYK: 0, 0, 0, 73

White

HEX: #ffffff

RGB: 255,255,255

CMYK: 0, 0, 0, 0

Secondary Color Palette

The secondary palette should be used as a guide for the tone of a color. We intend for the secondary palette to be ever evolving, offering an endless palette to choose from. The main use of the secondary palette is in the creation of icons, illustrations, and call-to-actions seen across the website. The secondary palette can also be used to create unique secondary brands for each one of IMPACT's products. Percentage tints can be set up from any of these colors.
Botticelli

HEX: #C5D6E0

RGB: 197, 214, 224

CMYK: 11, 4, 0, 12

Shakespeare

HEX: #38A4CD

RGB: 56,164,205

CMYK: 58, 16, 0, 20

Venice Blue

HEX: #0C6292

RGB: 12,98,146

CMYK: 53, 19, 0, 43

Jungle Green

HEX: #28B685

RGB: 40,182,133

CMYK: 56, 0, 19, 29

Coral

HEX: #FF7043

RGB: 255,112,67

CMYK: 0, 56, 74, 0

Cardinal

HEX: #D7263B

RGB: 215,38,59

CMYK: 0, 69, 61, 16

Shades of Grey

Shades used either as backgrounds, illustrations, or font colors.
Lightest Grey

HEX: #F2F2F2

RGB: 242, 242, 242

CMYK: 0, 0, 0, 5

Light Grey

HEX: #CCCCCC

RGB: 204, 204, 204

CMYK: 0, 0, 0, 20

Silver

HEX: #999999

RGB: 153,153,153

CMYK: 0, 0, 0, 40

Medium Grey

HEX: #666666

RGB: 102,102,102

CMYK: 0, 0, 0, 60

Blue Grey

HEX: #5F696C

RGB: 95, 105, 108

CMYK: 5, 1, 0, 58

Gradient Shades

Gradients can be used as overlays at any opacity over images or as background on images.
IM Blue Gradient

#1e539c > #1082c1

Light Blue Gradient

#1074c1 > #38a4dc

Green Gradient

#006f5b > #25b685

Orange Gradient

#d64635 > #d64635

Typography Plus Pattern

Primary Font

Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature. Proxima Nova should be used for all text treatments. To ensure a consistent look, make sure fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights for headers and to highlight key messages.
proxima-nova-text

Headings

H1

The quick brown fox jumps over the lazy dog.

H2

The quick brown fox jumps over the lazy dog.

H3

The quick brown fox jumps over the lazy dog.

H4

The quick brown fox jumps over the lazy dog.

H5
The quick brown fox jumps over the lazy dog.
H6
The quick brown fox jumps over the lazy dog.
P

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis dolor ipsum, cursus vitae dapibus sit amet, tristique vitae mi. Mauris eros magna, aliquam a faucibus at, gravida vel dui. Quisque sit amet dapibus libero. Integer quis nisi non arcu lobortis sodales.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis dolor ipsum, cursus vitae dapibus sit amet, tristique vitae mi. Mauris eros magna, aliquam a faucibus at, gravida vel dui. Quisque sit amet dapibus libero. Integer quis nisi non arcu lobortis sodales.

Photography Plus Pattern

Image Tone

To make sure that all bases have been covered in the development of the IMPACT brand, a series of example images have been developed to suggest direction. Images of people collaborating, appropriate office scenes, are some appropriate examples. When using photography for the brand, first try to use IMPACT's custom photography. If there are no appropriate photos available from those assets, websites such as Shutterstock and StockSnap are acceptable as well.
Photo Feature
Photo Feature
Photo Feature
Photo Feature
Icons & Illustrations Plus Pattern

Icons

IMPACT has several sets of icons it uses both for print and web. Downloads of those sets can be found below and should be used for anyone working on a branded project for the organization.

Font Awesome Icons

CSS & SCSS Download

Social Media Icons

Download AI Files

General Website Icons

Download Vector Files

Digital Marketing Icons

Download PNGs

Simple One Color Icons

Download PNGs

Illustrations

To reflect the company as a whole and to inject personality into the brand, a series of product icons have been designed to achieve just that.
Outbound_Marketing_vs_Inbound_Marketing
Inbound_Marketing_Benefits
Educating_Buyers_on_Product
expected-roi-hero-graphic
Digital Sales and Marketing World (DSMW) Plus Pattern

Logo and Branding Guidelines

IMPACTs event, Digital Sales and Marketing World, follows the same rules as the other logos. The event has its own unique branding guidelines which can be downloaded below along with the logo marks.

Download the Logos and Branding Guidelines

Logo_dsmw black
DSMW_White_Logo-Black_Background
Colors Plus Pattern

Primary Color Palette

The primary palette should be applied in all of Digital Sales & Marketing World’s communications. The palette has been designed to give a bold and exciting direction to the brand, offering flexibility in conception – online and in print. Percentage tints can be used in any of these colors.
STRATOS

HEX: #000038

RGB: 0, 0, 56

CMYK: 96, 91, 39, 61

COBALT

HEX: #0061D6

RGB: 0,97,214

CMYK: 85, 63, 0, 0

MADISON

HEX: #0B335E

RGB: 11,51,94

CMYK: 100, 85, 36, 27

Secondary Colors

The secondary palette should be used as a guide for the tone of a color. We intend for the secondary palette to be ever evolving, offering an endless palette to choose from. The main use of the secondary palette is in the creation of icons, illustrations, and call-to-actions seen across the website. Percentage tints can be used for any of these colors.
CORAL

HEX: #FF845A

RGB: 255,132,90

CMYK: 0, 48, 65, 0

SCORPION

HEX: #605A5A

RGB: 96,90,90

CMYK: 0, 2, 2, 62

CHATEAU

HEX: #0B335E

RGB: 11,51,94

CMYK: 6, 2, 0, 33

ATHENS

HEX: #F3F4F6

RGB: 243,244,246

CMYK: 1, 1, 0, 4

Black

HEX: #000000

RGB: 0, 0, 0

CMYK: 100, 100, 100, 100

WHITE

HEX: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Typography Plus Pattern

Font Family and Hierarchy

Proxima Nova should be used for all communications, ensuring a consistent look and feel in all online and print literature. To ensure a consistent look, fonts must be used from the weights listed below. Do not incorporate other font families outside of those listed here.
H1
Font Size: 58px
Font Weight: 800
Text Style: Uppercase
Line Height: 1.25em or 18px
H2
Font Size: 42px
Font Weight: 800
Text Style: Uppercase
Line Height: 1.25em or 18px
h3
Font Size: 38px
Font Weight: 700
Text Style: Uppercase or Standard
Line Height: 1.25em or 18px
h4
Font Size: 26px
Font Weight: 700
Text Style: Uppercase or Standard
Line Height: 1.25em or 18px
H5
Font Size: 20px
Font Weight: 700
Text Style: Uppercase or Standard
Line Height: 1.25em or 18px
H6
Font Size: 18px
Font Weight: 700
Text Style: Uppercase or Standard
Line Height: 1.25em or 18px
P
Font Size: 18px
Font Weight: 800
Text Style: Uppercase or Standard
Line Height: 1.35em or 22px
PHOTOGRAPHY Plus Pattern

Appearance and Tone

For Digital Sales & Marketing World, we prefer to primarily use imagry that has been capturedduring any of our previous events. These images should convey energy, authenticity, and humanity.Photos should also help tell the story and experiences of attendees, speakers, and partners.
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