Alpha in Design
Fonts & Colours
Our signature brand font is ITC Avant Garde Gothic Pro. It’s this font that features in our logo and is instantly recognisable as part of the Alpha visual aesthetic.
Availability
In countries where the specific Alpha brand fonts are unavailable, please use the closest font possible and seek permission from the Global Alpha Team. All three core fonts listed in these guidelines are available with an Adobe Creaive Cloud license and can be found at fonts.adobe.com
Exceptions
Alpha may use additional fonts for branded advertising campaigns, events, and products. Please only use additional fonts with permission from the Global Alpha Team.
Open Sans: A clear and simple alternative sans font
Open Sans is only to be used as an alternative body copy font when our primary font is unavailable. For instance in editable documents or in emails. It’s well suited to web use and is available in multiple alphabets.
Baskerville PT: A serif font for emotive design
Baskerville PT is only to be used when a serif font is required for design purposes. For instance, in editorial feature design, as a stylised graphic pull quote, or in donor communications that require a more formal tone.
The Alpha red is our primary brand colour. It’s the same as the one used in our logo. It’s ideal for headings or as an accent colour. It’s our most commonly used colour, alongside tints of black and white.
Tints of Red
C0 M95 Y100 K0
R228 G35 B18
HEX #e42312
Tints of Black
C60 M40 Y40 K100
R0 G0 B0
HEX #000000
Bright White
C0 M0 Y0 K0
R255 G255 B255
HEX #ffffff
These secondary colours are to be occasionally used as standout background colours, highlight colours, or accent colours.
Navy Blue
C95 M80 Y34 K27
R39 G55 B94
HEX #27375e
Saffron Yellow
C0 M39 Y91 K0
R248 G169 B31
HEX #f8a91f
Sage Green
C60 M41 Y65 K32
R96 G105 B81
HEX #606951