APM 2023 Identity Toolkit

Introduction

These guidelines provide a flexible design system that can accommodate any creative application of the Arm brand across a range of visual expressions.

The system presents creative possibilities and works across all media while maintaining brand consistency and recognition across every touchpoint. With a flexible approach to distinct visual elements, the Arm brand comes alive showcasing our innovative technology, our commitment to our partner ecosystem, and our vision to build the future on Arm.

Event Theme

The theme is rooted in the fact that Arm is defining the future of computing. We are driving change and disrupting the expected pathway… after all, we’re a company that is powering the next set of technology revolutions.

We will use the Arm ‘Spotlight’ graphic in a new and dramatic way combined with 3D textures. This idea will create dramatic compositions that reinforce the idea that Arm (and its partner ecosystem) is constantly moving forward, creating new perspectives and driving change. The future is built on Arm.

We also want to highlight and embrace the beautiful architecture of Cambridge (truly unique to APM) — Arm’s future facing technology co-exists with Cambridge so we will look to create 3D renders of Cambridge buildings and bring them to life into the digital world.

Logo

The Logos

The APM 2023 logo is detailed here, along with clear space rules.

It is essential to give the logos clear space, so that they are identifiable and legible.

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Horizontal Logo

The horizontal APM logo is detailed here, along with clear space rules.

The main logo should always be used where possible, however the other two may be used in appropriate applications.

It is essential to give the logos clear space, so that they are identifiable and legible.

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Misuse

Use of the APM 2023 logo should remain consistent throughout all applications, although the placement of the logo should be left to the discretion of the designer, below are some rules of thumb to be followed without exception.

Do not set logo in any colour other than specified.

Do not add any special effect to the logo.

Do not outline the logo.

Do not rotate the logo at inconsistent angles.

Do not re-order or break apart the logo.

Do not stretch or distort the logo.

Do not attach any text or headline to the logo.

Do not crop the logo.

Do not set the logo in any opacity other than 100%.

Typography

Typography Overview

APM 2023 utilises two fonts, Aktiv Grotesk and Lato.

Aktiv Grotesk should be the main headline typeface, and can be used for large-scale applications.

Lato is the primary Arm brand typeface, and should be used across all other placements for APM 2023.

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Hierarchy

To ensure consistency, this basic hierarchy of text should be followed.

Colour

Colour Palette Overview

Our colours help articulate the dimensions of our brand identity. Neutral and cool colours can reference technology, while the vibrant warm colours can evoke energy and inspiration.

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Gradients

Our highlight colours can be combined to make unique APM gradients.

Adjacent Colours

Our palette of neutral, cool, and warm colours allows for a variety of combinations. Adjacent colours compliment each other, while the neutral colours provide options for further depth.

Overview

Our colours help to articulate the dimensions of our brand identity. Neutral and cool colours can reference technology, while the vibrant warm colours can evoke energy and inspiration.

APM Tech Blue

R: 50
G: 99
B: 238

HEX: #1E60F6

Arm Light Blue

R: 0
G: 193
B: 222

HEX: #00C4E2

Arm Orange

R: 255
G: 107
B: 0

HEX: #FF5E00

Arm Yellow

R: 255
G: 199
B: 0

HEX: #FFC600

Arm Mid Blue

R: 0
G: 145
B: 189

HEX: #0093C2

Arm Light Gray

R: 229
G: 236
B: 235

HEX: #E3ECEB

APM Black

R: 0
G: 10
B: 15

HEX: #000A10

Arm Dark Blue

R: 0
G: 43
B: 73

HEX: #002B4C

White

R: 255
G: 255
B: 255

HEX: #FFFFFF

Iconography

Overview

APM 2023 should use standard Arm iconography.

Construction

Drawing of Arm icons should follow the guidance provided in the Arm Brand Guidelines.

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Image Treatments

Image Treatment

By using the Arm ‘Spotlight’ graphic in a new and unique way, we have created dramatic compositions that are designed to reinforce the idea that Arm with its partners are constantly moving forward, creating new perspectives and driving change – Arm are a disruptor and change-maker in the world.

The imagery should always either be a direct reference to Cambridge and/or technology, and by using one image from four different perspectives and/or depths, this image treatment creates a refracted look and imitates disruption. Although we are utilising different perspectives and depths, this refracted look must look intentional, and must not look like a mistake.

This treatment can also be used with just two images where desired (please see the ‘Best Practice’ section for your reference).

Similarly to the above, when combining the gradients with this image treatment, the gradient must be prominent enough in it’s placement and opacity so as to not look like a mistake.