ARORA ATLAS

from Arora ATLAS Style Guide

by Arora Engineers

Grayscale logos for black and white or one color printing

Integration and Mobile Platform

Do not typeset the wordmark in other fonts.

Do not recolor logo

Do not rotate the logo.

Do not rearrange or resize logo elements. Do not add any elements to logo.

Do not skew the logo.

Do not fade / lighten colors.

Do not add a dropshadow to the logo. Do not use the symbol without the wordmark. The ONLY instance where it is acceptable without the wordmark is when it is used as a favicon.

General Trademark and Formatting notes

Per our trademark, “ATLAS” should not be used alone unless somewhere in the document or image is it preceded by Arora, clearly defining it as “Arora ATLAS®.” Subsequent references within the same document or image may shorten the reference to ATLAS alone.

When the full product name, Arora ATLAS®, is used ATLAS should be in all CAPS followed by a superscript registered trademark symbol, and Arora with Capital “A” should precede it. If using the shortened name ATLAS is used, it should be all caps.

Similarly, when referencing any of the Arora ATLAS® modules, ATLAS should be in all CAPS and followed by a superscript registered trademark symbol, and Arora with Capital “A” should precede it, when written in text, followed by the module name with the first letter capitalized (i.e. Arora ATLAS® Connect, Arora ATLAS® Fix, Arora ATLAS® Insights, Arora ATLAS® Inspect, Arora ATLAS® Request, and/or Arora ATLAS® Supply).

Subsequent references within the same document or image may shorten the reference to ATLAS Connect, ATLAS Fix, ATLAS Insights, ATLAS Inspect, ATLAS Request and/or ATLAS Supply. In these instances ATLAS should be in all CAPS followed by the module name with the first letter capitalized. No registered trademark should be used with these shortened references, and a module should never be referred to in writing without ATLAS preceding it (i.e. Connect, Fix, Insights, Inspect, Request, Supply).

Color Palette

Due to the nature of the product(s), the Arora ATLAS® logos have been designed first and foremost for digital reproduction, and do not currently exist in Pantone (PMS) format. Should the need for PMS versions arise, contact the marketing department. The logo color breakdowns are as follows:

CMYK C86 M52 Y4 K0

RGB R35 G114 B179

HEX #2372b3

CMYK C66 M59 Y60 K45

RGB R68 G68 B67

HEX #444443

CMYK C10 M34 Y100 K0

RGB R229 G170 B35

HEX #e5aa23

Typefaces / Fonts

Primary Font: Trade Gothic

In order to achieve a cohesive style in all marketing materials, it is critical to use typefaces consistently. The primary typeface/font is Trade Gothic with the following font variations: Light, Light Oblique, Regular, Oblique, Bold No. 2, and Bold No. 2 Oblique. Never distort, condense, stretch, or alter the typeface in any way.

Trade Gothic is shown in the following order: Light, Light Oblique, Regular, Oblique, Bold No. 2, and Bold No. 2 Oblique abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

Acceptable Font Substitution

In situations where it is not possible to use Trade Gothic, such as PPT or Word documents, Arial can be used with the following variations: Arial Regular, Arial Italic, Arial Bold, Arial Bold Italic. If necessary, in rare instances Arial Narrow, Arial Narrow Italic, Arial Narrow Bold, and Arial Narrow Bold Italic may be used.

Arial is shown in the following order: Regular, Italic, Bold, Bold Italic, Narrow, Narrow Italic, Narrow Bold, Narrow Bold Italic: abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

Graphic Elements

Texture / Pattern

A key element of the Arora ATLAS® brand is the Halftone Dots Background shown below overlaid on ATLAS blue, gold, and gray at 15% opacity. This texture / pattern can be used over solid colored backgrounds (A-C), gradient colored backgrounds (D), or over photo backgrounds (E). When using the texture with type, make sure that the type is in the foreground and readable (F).

Photography / Images

ATLAS should be well represented through the use of high-quality photos combined with high resolution product screen captures. Subjects should be relevant to content and intended audience. Our marketing team can work with you to provide appropriate images as needed. Contact marketing@ aroraengineers.com with photo requests. Below is a small sampling of the type of images that we currently have available, but specific images can be created and provided images as needed.

Icons

Because it can be challenging to find imagery relevant to content at times, the use of icons in ATLAS promotional materials is encouraged. The look and feel of icons can vary based upon the examples (A) thin line icons, and (B) solid fill icons shown below, however, the look and feel should remain consistent and not be mixed within one piece. For example, use either style A or B rather than style A and B together. The preferred color scheme for icons is an ATLAS blue background (CMYK C86 M52 Y4 K0; RGB R35 G114 B179; HEX #2372b3) with the icon in white.