Brand Guidelines

Advance UK – Brand Guidelines

Website: advanceuk.org.uk

Brand Name

Advance UK

The name should always appear clear, confident, and prominent. It must sit either directly below or beside the logo icon (wave/tick form) with precise alignment and balanced spacing.

Logo Concept

  • Use the provided emblem as the core visual element.
  • This emblem must remain consistent and recognisable across all applications.
  • The logo can adapt for vertical and horizontal compositions as needed, but must never be distorted or recoloured.

Colour Palette

Use this strict national colour scheme representing the Union Jack. Colours should always be clean, balanced, and not over-saturated or faded.

  • 🔴 Red: #C8102E
  • ⚪ White: #FFFFFF
  • 🔵 Blue (primary text): #00073F
  • ✏️ Blue font : #012169

Typography

Choose modern, readable fonts that reflect seriousness, dignity, and forward-thinking energy.

Primary Font:

Century Gothic Regular

Secondary Font:

Avenir

Text Rules:

  • Headlines: Uppercase only
  • Body text: Sentence case
  • Use darker blue #012169 for main headings and key messaging.

Straplines

Use the following in mockups and promotional materials:

  1. Our Future, Together (Primary)
  2. Serious. Principled. Politics.

These straplines embody the spirit of unity, optimism, and action that define Advance UK.

Visual Alignment

  • Ensure the icon and text are aligned visually and spatially — centred in standalone use or lock-up aligned for web, print, and social assets.
  • Maintain adequate white space around the logo for clarity and impact.