Apex Group & Apex Auctions - Brand Guidelines

Apex Auction & Apex Group - Logo

Our logo represents Apex Group and Apex Auctions across all of our communications.

It uses a Serif Ag for Apex Group, and Aa for Apex Auctions within a dark blue square for the icon, complimented by the written out names in a Sans Serif.

Official Logo

Official logo for Apex Auctions and Apex Group

Horizontal Logo

The primary use of the logo is a horizontal format, with the icon to the left, and the company name written out on the right. The logo needs to have the correct breathing space. Use the A from Apex as a guideline for the minimum space needed.

Blue & White Logos

Blue is the primary logo to be used across all communications. Always try to use this before using the secondary white logo. Sometimes, however, the white logo is the better choice. In these cases, ensure you have ruled out the blue logo as an option first, before opting for the white logo.

Thumbnail Logo

The thumbnail logo is also our lettermark. It is comprised of the rounded square housing the Aa for Apex Auctions, and Ag for Apex Group. It can be used across a wide range of communications, for example on social media graphics, for profile pictures, within documents and more. It is best to use when there is already an element of brand identification so it should never be used as the sole logo on third party communications like magazine adverts.

Correct application of logo

Typography

Primary font is OPEN SANS EXTRA BOLD
Subtitle - Semibold

TYPOGRAPHIC HIERARCHY
As our communications often have a lot of messages, size and weight is really important to ensure clear hierarchy so its easy for the user to understand.

The pt sizes to below are guides, and different formats may require different sizings. However the weights should always be followed for consistency across the brand.

When to use different font weight and size

Use will help you decide which weight & size font you should use. This should only be used as a guide and best judgement should also be employed. More creative content, for example, social media, allows for more flexibility with type. Never hyphenate or run a line for longer than 15-20 words.

H1 - HEADING 1

As a large title for display purposes, for example social media posts, posters, adverts etc. Make sure the size is large, but still leaves breathing room for other elements.

H2 - HEADING 2

Smaller title on busier or more professional pages, for example presentations or proposals. Size down to min 20 pt if needed, but drop to a second line first.

H3 - HEADING 3

Use for subtitles or table titles. Ensure the size looks in proportion to the rest of the copy, and doesn’t overwhelm the page.

P1 - Paragraph 1

To use on pages with less text, for example presentations or posters. Keep size consistent over the document, picking a primary size and a smaller alternative for busier pages.

P2 - Paragraph 2

For busy, text heavy documents like proposals, contracts or guides. Do not use on anything bigger than A4.

Colours

We have primary and secondary colours to be used across our communications. Primary colours should be used 80% of the time and always before the secondary colours. The primary and secondary colours use colour theory to serve a purpose in communicating key messages for Apex.

We want to convey:

Safety
Growth
Prosperity
Good value for money

Our primary colours sit within each of these 4 pillars and ensure that we are always conveying the right messages. Whilst our secondary colours bring an additional pop of colour and continue to support our key messages, primarily those of value.

GRADIENT BACKGROUNDS

Gradients can be used for backgrounds to create an impact for example, on social media graphics and title pages. They should always run from Navy into Sky Blue, or Navy into White. Never use any other colours.

The gradient colours can be in any order - light to dark, or dark to light - however never have more than 2 gradient steps. The gradient should always run either horizontally or vertically, however, in certain situations where it has the most impact, you can use a radial gradient to create drama.

IMAGERY & GRAPHICS

Photography

Machinery or industry
Bold and dramatic
High contrast
Close up or low angles
Moody greys with contrasting oranges and yellows, for example, sparks or lighting

Icons

Simple
Thick bold lines
Rounded corners

All the icons you should need are saved on the server. However, if you need anything else, submit a design request. These icons have all been designed by Gregor Cresnar and can be found here. Scroll down to find the ‘Line 64px’ collections.

Graphic Circle

The graphic circle is used to call out text or imagery on informal channels such as social media. It brings consistency across content whilst making it eye-catching and memorable. There are some dos and don'ts regarding the graphic circle:

Dos:

Gradient or solid background
Off the edge
Over a blue/dark blue background

Don'ts

Any colour other than Sunshine Orange
Never squash or stretch
Never on another colour other than Blue/Dark Blue

DESIGN RULES

Our design system stretches from professional to creative based on the application, purpose and audience of our content. Stationery and brochures are the most professional, serving a purpose and communicating information clearly.

On the other end of the scale sits our social media content and advertisements, whose main job is to be eye-catching and snappy. In the middle is where leaflets and informational ads, or advertorials, sit as they have to be both informational, as well as eye-catching.

There is flexibility within our social media graphics to allow for creativity and variety. However there are some rule that must be followed:

Always add a drop shadow to cut out images.
Avoid floating images wherever possible.
Use the circle or transparent box behind to ground them.
Wherever possible, cut out the machinery from images so the background isn’t a distraction.
Always use white text.
Use sunshine yellow as a primary CTA button, with sky blue as a secondary.

PRINT

Print communications sit centre-right on our professional to creative scale. They need to be creative and eye-catching, whilst also communicating important information clearly and effectively. There are a few rules to follow to ensure consistency is kept across all messaging:

Where appropriate, use a big, bold title that interacts with the imagery in a fun way.
Use the circle graphic sparingly to avoid pages looking too crowded or overwhelming. Use it only to anchor images that feel like they’re floating on the page without it.
Use sunshine yellow boxes to contain important text and break up the content on the page.
Navy to white gradient brings more drama but keeps a professional feel over the navy to sky blue gradient.
Subtle drop shadows create depth and drama.
Always be mindful of hierarchy to avoid multiple messages competing with one another.

STATIONERY

Stationery is the most professional of our visual communications.
The Apex navy and white should be the most prominent colours.
Photography must be high quality and reflect industry and manufacturing.

Access our Brand Guidelines here:

Apex Group Brand Guidelines