Wellington Advocacy
Brand Guideline & Visual Standards
Standards & best practices for our branding.
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Instructions
How to use this guide
Scroll through the guide to view each section, or skip to a specific section using the top menu. Logo and asset downloads are available throughout the guide, where applicable.
Purpose
Upholding the visual identity
This brand guide is for those who are representing the brand and using its assets. It explains how to use our logos, colours, typography, graphics, and images in a consistent way.
Contact
Need help?
If you don’t find what you need here, please reach out to the product and marketing team.
Logo
Meaning behind our logo
Global Perspective
The Wellington logo is made up of 4 “W’s” that come together to form a globe. The lines within each “W” subtly nod to longitudinal and latitudinal lines. The expressive and open shape highlights the collaborative nature of the partnerships formed between Wellington and their clients.
Guidance
The 4 “W’s” that make up the shape of the Wellington logo have added meaning with the negative space that sits within. These 4 shapes come together to create compass or north star. This symbolises how Wellington Advocacy helps guide clients in the right direction.
Trusted Source
A north star or compass is a source of truth and guidance–providing assurance to those on a journey. We provide our clients with this assurance and ultimately helps them arrive at their desired destination.
Logo Variants
The Wellington logo has two variants: Horizontal (primary variant) and Vertical (secondary variant).
The primary logo should be used whenever possible. The secondary variant of the logo can be used when horizontal space is limited or when the vertical variant better suits the design and format
of communication.
Logo Icon
The icon may be used as a stand-alone mark for Wellington. It would be best used as an accent, or a sign-off.
On external communications and designs, the full name “Wellington Advocacy” should be visible or represented somewhere in relation to the logo icon.
A use-case example for the logo icon is a social media profile image. The small size and proportion of the profile image lends itself best to this variation of the logo.
The full company name is still represented on the name of the account or on the page (directly in relation to the logo icon).
Download All Logos
Colour Variations
The logo should always be used in full colour when possible. If it better suits the design, the semi-reverse variation can be used. This is best used on dark backgrounds for contrast.
The one colour (dark teal) and full reverse (all white) variations should only be used when the production method requires it or because of legibility on the design.
Clear Space
Clear space is important for logos because it prevents other design elements from cluttering the logo, which keeps it legible, recognizable, and visually balanced. This dedicated “safe space” ensures the logo’s integrity, maintains consistency across all applications, and makes the brand appear more professional and confident.
Use the height of the logo icon as the minimum space required around the logo.
Colours
Midnight Teal
Hex: #002c2a
RGB: 0, 44, 42
CMYK: 95, 60, 70, 64
Deep Teal
Hex: #144344
RGB: 20, 67, 68
CMYK: 89, 55, 61, 46
True Teal
Hex: #439077
RGB: 67, 144, 119
CMYK: 75, 24, 62, 5
Bright Teal
Hex: #acd6c3
RGB: 172, 214, 195
CMYK: 33, 2, 27, 0
Guiding Gold
Hex: #ebb141
RGB: 235, 177, 65
CMYK: 7, 31, 86, 0
Balanced Beige
Hex: #e0d7c9
RGB: 224, 215, 201
CMYK: 11, 12, 19, 0
Cream
Hex: #f6f3ee
RGB: 246, 243, 238
CMYK: 1, 3, 4, 0
White
Hex: #ffffff
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Gradients
Dark Teal Gradient
Hex: #002c2a
Hex: #144344
Teal Gradient
Hex: #439077
Hex: #acd6c3
Light Teal Gradient
Hex: #acd6c3
Hex: #ffffff
Typography
Playfair Display
This typeface is a high contrast serif that gives a formal yet welcoming feel the Wellington brand.
Playfair Display is available in numerous weights but the Wellington brand uses the Regular weight for styling headings. Italics can be used for emphasis on specific words or phrases.
Our license is for use on the web, individual installations of the type can be downloaded here:
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Figtree
This typeface is a clean and friendly sans serif. Although very geometric the typeface has subtle character adding personality to the Wellington brand.
Figtree is available in numerous weights but the Wellington brand uses the Regular weight for styling body copy and paragraphs of text. Heavier weights such as Medium, Semi Bold, or Bold can be used for emphasis on words or phrases. Italics can also be used for emphasis on specific words or phrases.
Our license is for use on the web, individual installations of the type can be downloaded here:
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How to Style
Typography
Use consistent heading and body styles as shown in this section. Refer back to the brand typefaces for clarity. Headings should be larger in scale and set in Playfair Display. Italics and colour changes can be applied to headings to emphasise certain words or phrases.
Subheadings and body copy should be set in Figtree and be smaller in size compared to heading styles. There should be clear hierarchy within the sizing and weight of typography to help communicate the main message clearly.
Small subheadings
Large heading typography that is the main statement
This is body or paragraph text to support the main and subheadings above. This text can be as long or as short as required to get the message across. Multiple sentences and paragraphs of body or paragraph text can exist below a heading.
Visual Assets
Shapes
The logo icon can be used as a stand-alone graphic. It can be used at a large scale in designs and can be a background graphic,
either filled in or outlined. It can be used in the colourway from the logo, or any of the colours individually from the brand palette (including gradients).
Although the logo itself should not be tilted, rotated or altered in any way, the shapes can be when using them as a background graphic or frame and when it is not being used as an identifying mark.
Using circular shapes (to mimic the overall shape of the logo icon) is also on-brand. For example, images can be used in circular frames.
Photography
The photography used in communication or design pieces reflecting the Wellington brand should be tonally aligned with the brand voice, colours, and overall aesthetics.
Including hues of the brand teal colours (Midnight, Dark, True, and Bright Teal) and pops of the golden yellow (Guiding Gold) are encouraged in photography.
Headshots of team members should feel unified and have the same tonal colouring and lighting standards.
