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Brand Identity Guidelines
This document defines the visual and verbal identity standards for Aevum News. All internal and external communications must adhere to these guidelines to maintain consistency, clarity, and brand integrity.
Version 3.2 • Updated March 2025 • INTERNAL USESection 01
Logo System
The Aevum News logo serves as the cornerstone of our visual identity. It must be reproduced exactly as specified below without alteration.
Full Lockup
Icon Only
Wordmark
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Aevum News
Primary usage across all platforms. Maintain proportional spacing between elements.
Clear Space & Sizing
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Always maintain a clear space equal to the height of the "A" icon on all sides.
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Min: 48px
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Min: 32px
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Absolute: 24px
Incorrect Usage
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Do not change colors
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Do not rotate or stretch
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Do not add effects
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Do not lower opacity
Section 02
Color Palette
Our colors convey authority, clarity, and urgency. Use ratios to maintain visual hierarchy.
Aevum Gold
#C9A84C
Midnight Base
#0A0A0F
Surface Dark
#1A1A25
Text Light
#E8E8ED
Alert Red
#E63946
Info Blue
#457B9D
Primary Background (60%)
Surface/Components (30%)
Accent/CTA (10%)
Section 03
Typography
Our type system balances editorial gravitas with digital readability. Always use the approved pairings.
Aevum News
Where truth meets time. Our editorial standards demand precision, clarity, and uncompromising accuracy.
Body text examples and UI elements use Inter for maximum legibility across devices.
Type Hierarchy
H1
Headline Size
H2
Section Title
H3
Card/Module Header
Body
Paragraph Text
Caption
UI Labels & Meta
Section 04
Tone & Voice
Our writing reflects authority without arrogance, clarity without oversimplification, and urgency without sensationalism.
Authoritative
We state facts with confidence and cite sources transparently. Avoid hedging language unless reporting speculation.
"The data indicates a 14% increase." instead of "It seems like maybe things are going up."
Clear & Direct
Complex topics are broken down without dumbing them down. Prioritize active voice and concrete nouns.
"Officials announced new policy measures." instead of "New policy measures were announced by officials."
Measured Urgency
We report breaking news responsibly. Emphasize verification over speed. Avoid all-caps or excessive punctuation.
"Developing story: Authorities confirm evacuation orders." instead of "BREAKING! HUGE DEVELOPMENT!!!"
✅ Do
- • Use precise, verified data
- • Attribute speculation clearly
- • Maintain neutral framing
- • Spell out acronyms on first use
- • Use sentence case for headlines
❌ Don't
- • Use sensational or clickbait phrasing
- • Insert editorial bias into news copy
- • Overuse adjectives or adverbs
- • Leave sources unnamed or vague
- • Mix title case and sentence case inconsistently
Section 05
Brand Assets
Download approved files for print, digital, and social use. All assets must be used in their original form.
Logo Pack
SVG, PNG, EPS formats. Light & dark variants included.
Color Specs
CMYK, RGB, HEX, Pantone, and Accessibility contrast ratios.
Typography Kit
Web fonts, PDF style guide, and license documentation.
Template Library
Social, presentation, and newsletter templates in Figma & PS.