Brand assets Expand Containing shapes with keylines When using containing shapes with keylines, the weight of the stroke for the keyline is roughly defined by the space between the typography and the enclosing shape within the logo as shown below. The containing shape should be transformed as shown below, and when placed over the background image should touch the corner of the logo as shown. Sample designs
Colours and typography Expand Colours Forum's main colour is Earth Blue. It’s vibrant and dynamic – the most natural colour imaginable. A colour we see day in, day out – across the globe. The perfect colour for our window to the world. And it’s supported by a complementary palette inspired by nature – including space black, ice white and – used sparingly – sunset red and sunrise yellow. HEX #FFB304 RGB 255, 179, 4 CMYK 0, 33, 100, 0 HEX #000000 RGB 0, 0, 0 CMYK 0, 0, 0, 0 HEX #004FFF RGB 0, 79, 255 CMYK 84, 69, 0, 0 HEX #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #E2411A RGB 226, 65, 26 CMYK 5, 89, 100, 0 Download colour swatch Fonts Our visual identity is supported by two core typefaces and they should be employed in part or whole in any piece of visual communication. Futura PT Bold is best used for headlines, testimonials, block-quotes, statistics and more! Futura PT Book should be used for body copy and short paragraphs. Manipulating our typefaces (beyond what is specified in these guidelines) is prohibited. Stretching, condensing, outlining and drop shadows must never be used. Type can be set in any colour from the palette but there should always be sufficient contrast with the type and the background for both visual clarity and legibility purposes. For documents and presentations where the Futura font family is unavailable, please use Arial.
Logos and usage Expand The core Forum for the Future logo marque consists of typography enclosed within our changing window shape, and should be included in all of our communications. Logos and colour Our core logo may be used positive or reversed out. Our logo should appear in Earth blue and Ice white as specified in our core palette. Logo positioning types Our core logo is available in four positioning types. Each version see's the enclosing shape transformed to fit the four corners of the format, and should be employed to create variety in the application of the logo across differing marketing materials. When using our logo in this way, they should be butted right up to the edge of the document layout. Relative sizing should be assigned to the logo based on the given format, this in turn dictates the margins for the document. Logos over images Our logos can be used over images. Always ensure there is enough contrast between the background image and the logo. The typography in our logo can be filled with the appropriate colour from our palette or can be cut-out to allow part of the background image to be viewed through it. When positioning the logo over a background image careful consideration should be taken to avoid overlaying on overly complex parts of the image. Download the full logo pack
Writing Guide Expand This guide is not meant to be prescriptive – its aim is to ensure Forum for the Future documents and publications are reasonably cohesive in style: use it for guidance, but overrule it if you have a good reason for doing so. Download