Brand Guidelines
The following has been created as a guidebook for the communication and design of the Intellum Brand. The boundaries outlined within reinforce our identity and provide direction for using the elements of our brand. How we present ourselves through aesthetics, voice and action is a reflection of who we are. The Intellum Brand is more than just a mark. It is system of elements working to balance technology, design and education.
Last Updated: February 2025
Logo
Our logo is the cornerstone of our visual identity. The following pages demonstrate how to correctly use our logo in varying situations to ensure our brand is always presented consistently and correctly.
Primary Logo
The Intellum logo is bold and sturdy, symbolic of our brand. The logo represents our philosophy of breaking boundaries in education today.
Usage Notes
The only acceptable colors of the logo are black and white. Ensure high contrast of the logo by selecting the correct color against light and dark background colors.
Secondary Mark
Our symbol is a simplified version of the primary logo. The mark may be used in isolation outside of the full primary logo in specific instances when necessary.
Usage Notes
The only acceptable colors of the mark are black and white. Ensure high contrast of the logo by selecting the correct color against light and dark background colors.
Clear Space
A minimum area of clear space must always surround the Intellum marks. This area of isolation allows the primary logo and symbol to stand out by ensuring that any copy, additional identities, or other visual elements are kept clear from the logos.
Usage Notes
The clear space around the full Intellum mark should be equal to the capital N, whereas the space around the secondary mark should be a full mark’s height and width.
Primary Incorrect Usage
The success of the brand depends on the Intellum logos maintaining a consistent appearance in all communications.
Usage Notes
In order to preserve the integrity of the logo, the following examples illustrate how it should not be used.
- Do not change the color of the logo.
- Do not add additional colors to the logo.
- Do not alter the bounding box of the logo.
- Do not change or alter the logotype.
- Do not add effects to the logo (shadows, glows etc).
- Do not rotate the logo.
- Do not skew or alter proportions of the logo.
- Do not outline the logo.
- Do not change or alter the lockup of the symbol and logotype.
Secondary Incorrect Usage
The success of the brand depends on the Intellum logos maintaining a consistent appearance in all communications.
Usage Notes
In order to preserve the integrity of the logo, the following examples illustrate how it should not be used.
- Do not change the color of the logo.
- Do not add additional colors to the logo.
- Do not alter the bounding box of the logo.
- Do not change or alter the logotype.
- Do not add effects to the logo (shadows, glows etc).
- Do not rotate the logo.
- Do not skew or alter proportions of the logo.
- Do not outline the logo.
- Do not change or alter the lockup of the symbol and logotype.
Color Palette
Our brand colors have been carefully selected to balance our confident energy with our technical aesthetic. The color breakdowns defined here are meant to capture the truest intent of our palette, allowing a consistent relationship across digital and printed applications.
Primary Palette
Our primary palette consists of our core White & Black. These colors aim to provide the foundation of the Intellum Brand when combined with additional palettes.
Usage Notes
These colors are the only brand colors that live permanently inside and outside of the Intellum Platform.
Additional tints of our primary palette can be used to provide depth or texture to the design.
ADA Compliance
Accessibility in both marketing and product design is key. Ensure typography is always within AA Compliance on any color background in use.
The labels on the color chips show whether white or black text should be used on top of our palette colors to meet AA Compliance.
#191819
CMYK: 73, 68, 64, 79
#FFFFFF
CMYK: 0, 0, 0, 0
Marketing Palette
Our marketing palette consists of a lively collection of colors used in outward facing efforts.
Usage Notes
These colors should be the only ones you reach for in the palette toolbox. Additional tones can be used to provide depth or texture to the design.
Colors from the marketing palette are generally not mixed in illustrations.
Do not combine more than one color and corresponding tint when working with the marketing palette.
ADA Compliance
Accessibility in both marketing and product design is key. Ensure typography is always within AA Compliance on any color background in use.
The labels on the color chips show whether white or black text should be used on top of our palette colors to meet AA Compliance.
#3168F6
CMYK: 78, 62, 0, 0
#1d52db
85, 71, 0, 0
#A7C6FE
31, 16, 0, 0
#e6efff
8, 3, 0, 0
#82DFD6
CMYK: 44, 0, 22, 0
#098175
86, 29, 58, 9
#b6f4ee
25, 0, 11, 0
#f0fffe
4, 0, 1, 0
#
CMYK: 0
#d44009
11, 89, 100, 2
#ffa68b
0, 43, 41, 0
#ffebe5
0, 8, 6, 0
#6C58F6
CMYK: 70, 69, 0, 0
#4534e7
81, 77, 0, 0
#AA9EFA
34, 37, 0, 0
#f3effc
3, 5, 0, 0
#f29829
CMYK: 2, 47, 95, 0
#c87202
18, 62, 100, 5
#ffd29a
0, 19, 42, 0
#fff3e4
0, 4, 9, 0
Utility Palette
Our utility palette consists of colors used for specific purposes such as background or strokes.
Usage Notes
These colors are general guidelines and can be used to bring consistency to smaller elements.
ADA Compliance
Accessibility in both marketing and product design is key. Ensure typography is always within AA Compliance on any color background in use.
The labels on the color chips show whether white or black text should be used on top of our palette colors to meet AA Compliance.
#E2E2E2
CMYK: 10, 7, 8, 0
#2D2D2D
CMYK: 70, 64, 63, 64
#F8F8F9
CMYK: 2, 1, 1, 0
#201f20
CMYK: 72,67,64,74
#606060
CMYK: 61, 53, 52, 24
#3f3f3f
CMYK: 68, 61, 60, 48
#BFBFBF
CMYK: 25, 20, 20, 0
Typography
Typography is a central design element for the Intellum Brand identity system. Inter is our primary brand typeface and presents the brand in reliable, yet approachable light.
Typography
Our typography should feel clean and readable. Use the typography example to the right to ensure consistency.
Aa
Inter Semi Bold
Aa
Inter Regular
This is an example headline.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Weight: Semi bold
Display: Uppercase
Letter spacing: 5%
Color: Various
Weight: Semi bold
Line height: 120%
Letter spacing: -5%
Color: Intellum Black
Weight: Regular
Line height: 120%
Letter spacing: -5%
Color: Secondary Text Light 1
Visual Language
Illustration, iconography and supporting visual elements help realize conceptual ideas and bring visual interest to the brand. Specific pieces of content need to speak universally across various types of customers and segments. Our visual language provides additional context to the Intellum Brand.
Illustration & Texture
Illustrations should feel abstract and friendly, with clean lines utilizing one of our core colors plus an additional marketing palette color.
Usage Notes
A single color from the marketing palette is used as a background or an accent color for each illustration.
Both solid black and white fills can be used in the same illustration.
Textured lines can be used to bring background texture into empty space.
Iconography
The Intellum Iconography set utilizes icons from the Untitled UI icon set.
Usage Notes
To ensure stroke weight is consistent, outline the icon before scaling it up from the original 24x24. Icons do not always have to be enclosed.
Color Usage Specs:
Light - Background: 20% Tint, Icon: Dark
Dark - Background: 20% Tint, Icon: Medium
Visual Accessories
Additional visual elements help make up the Intellum brand.
Usage Notes
Utilizing these items consistently throughout a design helps the brand feel more cohesive.
Product Shots
Product shots should use a mixture of real product shots and illustrative representations.
Usage Notes
If the area is large enough, a true screenshot should be used. To convey functionality, illustration can be used. When text becomes too small, ghost text should be used so the shot is cleaner.
