AF Brand Guidelines

Brand Guidelines Reduce ambiguity and provide clear direction to your teams and partners on branded assets.

Brand Logo

Name, company logo, colours, typeface:

application of Affordable Funerals brand

these are the pillars of the identity of the

elements to a range of marketing materials.

company. Their characteristics ensure an

This guide will help you express our brand

individual and consistent image of the

and convey our key strengths and values to

company on the market.

the correct standard.

A brand’s logo is one of the core elements

The following pages are designed to help

of its visual identity. It is because of this

you present a consistent, coherent and

reason every brand wants to opt for a

clear image. It is essential that the advice

design that is unique, aesthetically enriched

and guidance contained is correctly

and represent the organization at its best.

interpreted and carefully applied to achieve

These Brand Guidelines have been created

maximum impact whilst maintaining the

to provide a framework for the successful

integrity of the Affordable Funerals brand.

B ran d Log o

The Affordable Funerals identity reflects

logo is presented in a strong and consistent

its brand positioning with a prestige,

manner in order to achieve maximum

contemporary and inclusive aesthetic.

impact.

It is important that the Affordable Funerals

C l e ar Space

A minimum

area

of space

must

always

surround the mark/logotype. This area of

ensuring that other visual elements are kept clear from the mark.

isolation allows the identity to stand out by

X

X

X

X

X

X

X

X

Log o A lt er nat i ves

The full colour logo should always be

logo onto photographic assets by ensuring

used where possible, but when needed an

that the logo maintains a high degree of

alternative can be used. Discretion should

legibility.

be taken regarding the placement of the

Full Colour

Inverted

Greyscaled

On Photographic

Da n d e l i on Element

The dandelion element from the main

a low opacity, again discretion should be

logo can be used to portray the Affordable

taken regarding the placement of this

Funerals brand. It can be used subtly at

element onto photographic assets.

Full Colour

Inverted

Greyscaled

On Photographic

Brand Colors

Co l ou r P al ett e

Our most prominent colours are navy blue

to communicate a clear and consistent

and olive green. Accurate reproduction

message about the company.

of the brand colour scheme is essential

PANTONE Reflex Blue CP

PANTONE 7741 CP

WHITE

CMYK 98 / 84 / 19 / 5

CMYK 100 / 0 / 100 / 10

CMYK 00 / 00 / 00 / 00

RGB 239 / 65 / 48

RGB 65 / 64 / 66

RGB 255 / 255 / 255

HEX #EF4130

HEX #414042

HEX #FFFFFF

Typography

Ty p efac e

Work Sans should be used at all times when

Ensure the use of weights are appropriate to

available to clearly represent the brand and

create a clear visual hierarchy of information.

ensure consistency across all media and platforms.

Work Sans Regular SemiBold Regular:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

SemiBold:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Photography

B ran d Im a ger y

Images for Affordable Funerals should reflect

minimal, be of a professional quality and be

the professionalism and high standard of

visually interesting.

service they offer. Images should be simple,

Brand Guidelines Last updated: November 2021