Logo
Anatomy
The Alchemy logo consists of a symbol and a wordmark. The symbol can be used independently or locked up together with the Wordmark. Wordmark should never be used alone.
Color
The Alchemy logo is available in two colors: blue and white. The blue version works best on a white or light background. The white version should be used on dark backgrounds.
Logo Blue
#2196f3
Use only on white or light backgrounds.
Use only on white or light backgrounds.
Logo White
#fff
Use only on dark backgrounds.
Use only on dark backgrounds.
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
Use the Symbol from the Logo as a main unit for defining appropriate clearance.
Use logo in vertical view to define clearance around logo in vertical view.
Minimum clearance
Use the logo sign to define the minimum clearance around the logo.
Scale
Our logo is designed to scale to small sizes on print and screen.
Logo Horizontal View - Minimum Size
The smallest logo size should not be under 70 pixels (0.97 inches) wide.
Logo Vertical View - Minimum Size
Smallest logo size should not be under 50 pixels (0.56 inches) wide.
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
Align the logo sign vertically and horizontally in the icon shape. Use half a horizontal A sign as the padding to the left and right edge of the icon shape.
Logo - Vertical Orientation
Align the logo vertically and horizontally in the icon shape. Use half a horizontal A sign as the padding to the left and right edge of the icon shape.
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
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.
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.