2026 CONVENTION BRAND GUIDE
ALPFA 2026 CONVENTION BRAND GUIDE
LOGOS
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ALPFA 2026 CONVENTION BRAND GUIDE
LOGOS This year, we are shifting to predominately using the ALPFA wordmark for Convention rather than the main ALFPA logo. We are doing this to streamline our design process as well as more closely match what is currently being used on our website. You can find the ALPFA Logo and ALPFA Wordmark here. Please see below for their general usage.
ALPFA Wordmark
ALPFA Logo
Logo CLEAR SPACE Clear space is a safe zone around the logo that should be around the logo at all times. This means that nothing else should be within the logo’s clear space. Clear space allows the logo to breathe, maximize the visibility and make the best impact.
Wordmark Clear Space
A good rule of thumb about clear space is that is should be about the same size as the “A” in the wordmark!
Logo Clear Space For ALPFA’s logo, the clear space should be 10% of the width and height of the logo on all four sizes. 10%
100%
10% 10%
100%
10%
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A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!
ALPFA 2026 CONVENTION BRAND GUIDE
Incorrect Usage
Please exercise care when using both the ALPFA logo. DO NOT modify, change or otherwise al We have prepared a few incorrect uses of the logo on this page as an example of what NOT to
DO NOT: change the logo’s orientation or rotation
DO NOT: disproportionally scale
`
DO NOT: display the logo with color combinations that render DO NOT: add an outline or strok logo as an outline. it unreadable
lter any of the logo elements (color, typeface, proportions, etc.) do.
e or resize the logo
ke to the logo or display the
DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color
Welcome!
DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo
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ALPFA 2026 CONVENTION BRAND GUIDE
CONVENTION LOGO + TH CONVENTION LOGO
HEME MARK CONVENTION THEME MARK
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ALPFA 2026 CONVENTION BRAND GUIDE
Co-Branding
When co-branding with an outside organization or partner being mindful of placement and size the clear space regulations for both ALPFA and the other organitization.
When co-branding with the ALPFA logo, separate the two logos with a vertical line in ALFPA gre co-branding with the ALPFA wordmark, separate the two logos with a lowercase “x” in Poppins
ALPFA Logo Co-Branding
Rules for Partner Logo Placement
As part of our Partners’ contracts, they receive designated logo placements on signage and oth ratio, which corresponds to their partnership tier for the convention.
The ratio is based off of the size of our Lead Partner’s logo per signage. In cases where the sizin both legible as well as in compliance of the basic size guide.
Lead
Platinum
The Lead Partner logo size will always be considered Full Size, or 100%
Platinum Parter Logos are 75% of the size of the Lead Logo.
Go
Gold Parter Lo of the size of th
e is important. The ALFPA logo and the partner logo should be the same size and should follow
ey. Depending on the logos and placement needs, they can be horizontal or stacked. When Black. In this case, clear space rules can be ignored when using the wordmark.
ALPFA WordMark Co-Branding
her materials. The size of each partner’s logo on these deliverables follows a straightforward
ng renders the logo unreadable, please use your best judgment to make it so that the logo is
old
Bronze & general
Silver Parter Logos are 25% of the size of the Lead Logo.
Bronze & General Parter Logos are 15% of the size of the Lead Logo.
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ogos are 50% he Lead Logo.
Silver
TYPOGRA
APHY
ALPFA 2026 CONVENTION BRAND GUIDE
TYPOGRAPHY
Our main typeface for convention will be Organetto. This is a variable font on Adobe which allow hierarchy, systems, and meaning while maintaining cohesion across all materials. Use these var comes first. Avoid extreme settings or excessive variation within a single layout. The goal is confi typeface, therefore we will be utilizing Raleway as our body copy typeface.
Tthe approved alternate to Organetto Variable is Oswald. Oswald should be used only when Or
B a s i c Ty p e H e i ra r c h y Guidelines
Title TITLE Subtitle 01 SUBTITLE 01 Subtitle 02 SUBTITLE 02
Organetto Width: 30, Weight: 100 48pt type | 60pt leading
O R G A N E TTO Width: 100, Weight: 100
Aa Bb Cc Dd Ee Jj Kk Ll Mm Nn Rr Ss Tt Uu Vv 0123456789 . , ? Width:50, Weight: 50
Oswald Bold, All Caps 48pt type | 60pt leading
Organetto Width: 50, Weight: 25 25pt type | 30pt leading 150 tracking* Oswald Light, All Caps 25pt type | 30pt leading 150 tracking Organetto Width: 50, Weight: 25 18pt type | 24pt leading 50 tracking Raleway SemiBold, All Caps 18pt type | 24pt leading 50 tracking
HEADLINE
Raleway Bold, All Caps 15pt type | 18pt leading 250 tracking
Copy
Raleway 11pt type | 14pt leading
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Vv Ww Xx Yy Zz 0123456789 . , ?!@ Width: 0, Weight: 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Zz 0123456789 . , ?!@$%&*()/
OSWALD Oswald Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll M Xx Yy Zz 0123456789 . , ?!@$%&*( Oswald Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Vv Ww Xx Yy Zz 0123456789 . , ?!
ws for controlled customization of weight and width giving us the flexibility to emphasize riable features with intention. While Organetto offers expressive range, readability always fident, considered expression, not visual noise. Please note that Organetto is an ALL CAPS
rganetto is unavailable and should follow the same principles of restraint and hierarchy.
R a l e w ay
e Ff Gg Hh Ii n Oo Pp Qq v Ww Xx Yy Zz ?!@$%&*()/
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu @$%&*()/ Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy
Raleway Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/ Raleway SemiBold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/ Raleway Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww ()/
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu !@$%&*()/
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ALPFA 2026 CONVENTION BRAND GUIDE
COLORS
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COLORS N av y C:
100
R:
0
M:
81
G:
43
Y:
44
B:
73
K:
44
#002B49
PANTONE 7463 C
COLORS THAT CAN BE USED ON NAVY
CREAM C:
5
R:
242
M:
6
G:
233
Y:
18
B:
209
K:
0
#F2E9D1
PANTONE 7401 C
COLORS THAT CAN BE USED ON CREAM
GRAPHITE
Orange
TEAL
C:
69
R:
51
C:
0
R:
C:
92
R:
2
M:
63
G:
51
Y:
62
B:
51
M:
84
G:
M:
51
G:
85
K:
58
#333333
Y:
100 B:
Y:
53
B:
92
K:
0
K:
30
#02555C
PANTONE 447 C
COLORS THAT CAN BE USED ON GRAPHITE
#FF4D00
PANTONE 1655 C
PANTONE 7722 C
COLORS THAT CAN BE USED ON ORANGE
COLORS THAT CAN BE USED ON TEAL
ALPFA 2026 CONVENTION BRAND GUIDE
About our Colors
Color
This year’s color palette is intentionally elevated and tightly controlled. It reflects the theme, Power by Design: From Self to Systems, where power is expressed through clarity, confidence, and discipline, not excess.
Color hierarchy r a specific way. Th communication m
Navy, cream, and graphite form the foundation of the brand system. These colors signal credibility, focus, and sophistication. They create a strong, timeless base that allows content to lead and ensures consistency across all touchpoints.
Primary
Navy anchors the foundation for all
| Navy (45%) is the anchor. It conveys authority, trust, and leadership. | Cream (25%) provides balance and space, allowing designs to breathe and content to remain accessible. | Graphite (20%) adds structure and depth without visual noise.
Second
Orange and teal are secondary colors and must be treated as intentional accents, not supporting players.
Cream and graph consistency with
| Orange (5%) is used to energize and draw attention. | Teal (5%) is used to signal clarity, insight, or emphasis. These colors exist to direct focus, not decorate layouts. Use them sparingly to highlight key information, calls to action, or moments that require emphasis. They should never compete with the primary palette. Orange and teal should never be used together. Each serves a distinct purpose, and combining them undermines clarity and hierarchy. The included color application probability percentages are not suggestions, they are guardrails. Final designs should visually align with these ratios to maintain cohesion, restraint, and impact across the system.
C Accent
Orange and teal decorate or com
O
r Hierarchy
refers to the strategic use of colors to create a visual order and guide the viewer’s attention in his principle is important as it helps prioritize information, establish a sense of flow, and make more effective.
y Color
e system, expressing authority, trust, and leadership while providing a disciplined, timeless l design decisions.
NAVY
dary Colors
hite balance the palette by adding space, structure, and depth, supporting clarity and hout introducing visual noise.
CREAM
GRAPHITE
/Spot Colors
are intentional, sparing accents used to direct focus and emphasize key moments, never to mpete with the core palette.
ORANGE
TEAL | 21
TONE OF V
VOICE
ALPFA 2026 CONVENTION BRAND GUIDE
TONE OF VOICE
Our tone of voice shapes perception, drives engagement, and defines the experience for attend aim to engage, inform, and amplify our community with clarity and purpose. We are honest and claims it differently and defines it on their own terms. Keep this in mind as you create brand coll This theme recognizes power as something that is cultivated internally and expressed collectiv while acknowledging the systems we shape, influence, and lead.
CASUAL FRIENDLY EXCITED FUN ACCESSIBLE TRADITIONAL REALISTIC CALM
dees before and during the event. It’s not just what we say, but how intentionally we say it. We d direct, innovative and inspiring. Power does not look the same for everyone. Each person lateral. The 2026 ALPFA Convention is centered on Power by Design: From Self to Systems. vely. Every touchpoint should reflect intention, agency, and respect; honoring individual voice
FORMAL PROFESSIONAL RESERVED SERIOUS EXCLUSIVE INNOVATIVE IDEALISTIC
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HYPER
GRAPHICS
S
ALPFA 2026 CONVENTION BRAND GUIDE
Graphics and Patterns
This brand system includes two approved background patterns: a GRID and a WEAR-PATTERN may be used together, but only sparingly and with restraint. Patterns should always be tone-on attention. Treat them as atmospheric support, never as a focal point or dominant design elemen
Because this brand is built on systems and a clean, minimal aesthetic, additional graphic eleme rulers, tick marks, measurement indicators, and the handwriting font Architect’s Daughter. Thes hierarchy.
These graphics exist to support clarity and intent—not to decorate. When used, they should fee structure, scale, and design.
P at t e r n s
Line Graphic
GRID
Architect’s D Ty p e f ac e W E A R - PAT T E R N
Aa Bb Cc Dd Ee Ff Nn Oo Pp Qq Rr Ss T 0123456789 .
Available on Google Fonts he
N TEXTURE. Both are rooted in the idea of structure, intention, and longevity. These patterns n-tone or set at very low opacity. They exist to add depth and dimension, not to command nt.
ents must be purposeful. Approved elements include line drawings, blueprint-style sketches, se elements should be used selectively to amplify meaning, guide attention, or emphasize
el precise, technical, and considered, reinforcing the idea that power is constructed through
Examples
B lu e - P r i n t G ra p h i c s Please note, that this type of graphic should be used with intention, predominately on NAVY backgrounds.
Daughter
Gg Hh Ii Jj Kk Ll Mm Tt Uu Vv Ww Xx Yy Zz . , ?!@$%&*()/
ere.
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ALPFA 2026 CONVENTION BRAND GUIDE
Buttons and Callouts Clickable buttons, callouts and other text boxes should have sharp corners.
Example ButtonS
Additional Graphic Element Modular Frames/Containers
Frames echo systems thinking and hierarchy. They help organize content without introducing new visual noise.
Example Textbox/Callout
Lorem ipsum dolor sit amet Pa destem dolor re officae nimaximus, asit, qui odi tem. Ut re se eatusant aditatio vel et et restin perepeles nonseru ndiaept aquodi tem ut venisit atasped mint aceaque vid quias si asperestecus et omnis siminul lorroressed est, eum vere ea nimagnia sitiand undae. Name nist
ts Directional Indicators
Straight arrows and chevron markers: they guide attention and support wayfinding without feeling overly illustrative.
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IMAGERY
ALPFA 2026 CONVENTION BRAND GUIDE
Imagery
At ALPFA, we strive to use images of our members. You can access our ALPFA photo data bank photographs with visible faces and a strong, identifiable subject, either individuals or small grou preferred over posed photos. Images should feel authentic and unforced, capturing genuine int it or crop it out. At the ALPFA National level, a subtle grain texture may be applied to photograp enhancing the image without obscuring facial details or clarity (you can see an example below
k here. Imagery for the 2026 Convention should feel clear, candid, and human. Choose ups. Avoid large crowd shots or images without a clear focal point.. Candid moments are teraction rather than staged scenarios. If there is any alcohol in the photo, please do not use phy to add depth, wear, and a sense of history. Grain should be restrained and consistent— in the photo on the bottom left.)
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THANK YOU Gracias | Obrigado
I F YO U H AV E A N Y Q U EST I O N S , P L E AS E R E AC H O U T TO O U R SENIOR DESIGNER, ALEX LARSON ( A L E X A N D R A . L A R S O N @ N AT I O N A L . A L P FA . O R G )
2026 CONVENTION BRAND GUIDE