This page is currently being updated to reflect the guidance of our new look and feel
Please refer to the Brand intranet page for the latest materials to support you until this page is updated. Thank you!
On this page you'll find more information about:
Our brand look and feel
A strong brand is consistent at every touch point you experience it. Our core brand elements have all been designed to blend effortlessly - forming our look and feel.
The starting point when creating any communication should be the use of our logo, colour palette and photography. These are all used to represent our brand in an understated yet powerful way. They also ensure that our digital estate is in line with our purpose of helping customers live their best lives.
You should read and refer to our brand guidelines document as it covers more detail on:
- Who we are
- Our brand components
- Accessibility
- Working with our brand
To keep in mind
We’re currently working on implementing our new visual identity throughout 2024. Our brand look and feel will change as well as our brand guidelines.
Our brand is managed by the Brand and Content team. If you have any questions or would like more information, please reach out to Lauren Buchanan or Victoria Baird.
Digital typography
Digital typography not only focuses on aesthetic considerations but also addresses readability, accessibility and responsiveness for various screen sizes. Font type, size, weight, colour and line height should be carefully selected and balanced to ensure an optimum, accessible user experience.
We use two different fonts in different contexts:
- Our default system generated font for use in Microsoft Office (such as when creating presentations and word documents) is Arial.
- Our brand font is Forever Forma - all assets from APS will be created using this font.
Forever Forma
Forever Forma is functional, expressive and warm. It’s been especially designed for us, based on the existing Forma font. Our Forever Forma is unique due to its simplicity and strong, recognizable character. Some letter shapes are altered, like the openness of the ‘g’ and ‘e’, and the tail of the ‘j’. The weights are made just for us, and the numbers are also altered.
Forever Forma heading comes in two weights: regular and bold. We mostly use the regular version for headings, while the bold version is for extra emphasis in case it is needed.
One of the most differentiating aspects is the tight letter spacing. This makes Forever Forma quite sensitive to size; when tight spacing is used in small font heights, text becomes hard to read. That is why there are different versions for headings and body copy.
All of our text is generally placed in Warm Black or regular black on a light background, or in white on a dark background. We use Warm Black for headings and body copy wherever possible, with the exception of MS Office templates.
Digital Colour Palette
Colour can evoke a powerful emotional response, with different colours conveying different emotions in people. Our colour palette reflects who we are.
On our public website, the colours used depend on the audience the page is designed for - blueberry has been allocated to the adviser domain, genoa for customers and purple for employers. Additionally, there are three neutral tones that are used generally across the site.
Although the base colour used is determined by the audience, a general understanding of brand colours is important when creating pages on the site. Newly created pages require brand/digital approval on AEM.
