This is our primary logo, to be used across all applications. It utilises a single colour – Electric Utility Blue – and therefore must always sit on an appropriate background where legibility is prioritised.

A reversed version is available, but its use is limited to very specific cases where a lighter background is not possible, or when the logo must appear on an image.

Appropriate space must be given around the logo, set at a minimum to be the width and height of the + symbol within the logo.

There may be cases where our logo has to appear small – for example profile pictures on social media, application icons, or favicon on the website.

To maintain cohesion and readability, there are two specific rules:

– For large icons, otherwise defined as larger than 128x128 pixel size, it is permissible to use the secondary logo, scaled for maximum readability.

– For smaller icons that are smaller than 128x128 icons, the logo icon must be used instead.

It’s important to note that Electric Utility Blue must be the dominant colour in both cases in order to create consistency with the rest of the brand.

Our colours are bold, energetic and are a key component in providing clarity and consistency within our brand.

The primary colour used throughout is Electric Utility Blue. It should be the default choice for most applications. A combination of a light background and our message typeset in this colour provides a clear, simple delivery for our voice.

Within Electric Utility Blue are a set of shades and tints that add contrast and flexibility to the system. These are  used for backgrounds and other supporting elements.

To further emphasise our message, both Dark Utility Blue, and Service Teal provide a bold contrast that helps create standout moments as required. They must be used sparingly and always in support to the primary blue.

Our word mark font is Vag Rounded but we only use this font for the wordmark and nothing else.

Our brand font is YWFT Clarify. It is a modern, grotesk typeface with a variety of weights that offers flexibility in use.

Its well-defined curves and shapes provide legibility at all sizes, while certain details give it a subtle personality that’s not overwhelming.

It comes in six weights, as well as italic versions for each. Please note however – our primary weights are Regular and Bold.

The other weights are only used in special circumstances and outside of main comms. For example when presenting numbers, creating emphasis within body copy, or any other special use that sits outside headline/copy purpose.

People are at the heart of everything we do, and that must be reflected in all of our material.

We utilise two types of photography within our marketing:

– Our staff, and their day to day experiences, their energy and positive attitudes

– Our customers, focussing on their experiences and the passion for the work they do.

It’s important that all of our photography looks natural and unstaged. It is permissible to remove certain blemishes via retouching, however drastic alterations are heavily discouraged.

It is also permissible to use stock imagery, however it must never be used in key areas such as covers, posters, or otherwise as a way to represent the company. All regular rules apply to stock imagery as well.

All releases must be acquired and submitted to our marketing team.

The details contained without our logo inform a set of shapes we use throughout our branding.

These provide a bit of personality as well as utility – providing for example a way to  frame images or backgrounds, influence iconography, and so on.

As a whole, they create a softer, more human look and feel that compliments our logo and allows our brand style to extend and flex as required.

Our icons are informed by the shapes outlined in the previous section. They are designed to provide a clear visual representation of complex subject matter, and help make our layouts more readable.

These can be used in a large size as hero elements, or small for utility purposes.

The construction of each icon is based around the overlapping of two colours – Service Teal and Electric Utility Blue. These represent the collaborative nature the services we provide between our staff and our clients.

An initial set of icons are available to download. Custom icons can be created, please get in touch with our marketing team.

Our experience, professionalism and innovative mindset allows us to be confident in everything that we say and do. We are confident but not arrogant, we retain humility, knowing that our purpose is to serve the needs of others.

Whilst we are rightly proud of the technical aspects of our business, we are first and foremost a people business. We delight in human interaction – between ourselves and with all our stakeholders.

The success of our business is predicated on our ability to work well with our customers, our suppliers and – above all – with each other. Hence, we bring a collaborative attitude to work every day.

We have had an innovative mindset since our inception, more than a quarter of a century ago. We know how fast the world changes and our curious and intelligent approach allows us to anticipate and adapt when change dictates.