Clearance

Clearspace defines the distance between the logo and any graphic elements around it. In order to ensure that logos are clearly visible, space around them should be clear of any type, graphics, and other elements.

Recommended Clearance

Minimum clearance

Scale

Our logo is designed to scale to small sizes on print and screen.

Logo Horizontal View - Minimum Size

Logo Vertical View - Minimum Size

Placement

When placing the sign inside the circle or rectangular shape required for promotion on social media platforms, there are some exceptions to the clear space guidelines. For this purpose, use Alchemy Sign or Alchemy Logo in vertical orientation.

Sign

Logo - Vertical Orientation

Do's and Don'ts

To maintain the integrity of the Alchemy logo and to promote the consistency of the brand, please do not misuse it. Some examples are listed below.
Do not use drop shadows
Do not outline logo or logotype
Do not distort the logo
Do not crop the logo
Do not use different colors
Don't use logo on top of images
Don't rotate the logo
Don't change the transparency

Color

Primary Colors

Our primary brand colors are blue #2196f3, purple #1a237e and white.

Typography

Font used for the Logo Wordmark is Brandon Grotesque Medium.

Brandon Grotesque Medium

Designer: Hannes von Döhren

Brandon Grotesque is a sans serif type family of six weights plus matching italics. It was designed by Hannes von Döhren in 2009/10.

Influenced by the geometric-style sans serif faces that were popular during the 1920s and 30s, the fonts are based on geometric forms that have been optically corrected for better legibility.Brandon Grotesque has a functional look with a warm touch. While the thin and the black weights are great performers in display sizes the light, regular and medium weights are well suited to longer texts. The small x-height and the restrained forms lend it a distinctive elegance.

Brandon Grotesque won the TDC2 Award, 2011.