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Services for Individuals
VISUAL DESIGN GUIDELINES
The EQ Dot
Our logo is where it all begins, it’s the heart of our visual identity. EQ embodies the simplicity of our operations, the quality of service, and our move to digital-first.
Typography
Our typeface is Avenir LT Pro, an extensive typeface with variety of family weights. It is a modern and confident typeface, suitable for both headlines and text. Our system font is Calibri, for more information on typography please click the link below.
Colour
Our new colour palette features colour groups. Primary, hero, and secondary with some additional colours to be used digitally and within campaigns.
We've created example colour combinations to be used when creating assets to ensure there is a good balance of colour.
Primary Colours
Red
PMS 185 C
C0/M97/Y100/K0
R222/G10/B20
#DE0A14
Please do not use tints of the red
Black Grey
PMS Black 7 C
C0/M0/Y0/K90
R60/G60/B59
#343534
Should be used for all type
Equiniti Red
Although red is our primary colour, it should be used sparingly. Red is a strong colour but works best if used as an accent or highlight.
The chart below shows the preferred ratio of usage to create a balanced layout.
Hero Colours
Royal Blue
PMS 546 C
C96/M64/Y48/K49
R10/G56/B72
#0A3848
Expert Blue
C100/M96/Y38/38
R28/G31/B76
#1C1F4C
Insightful Blue
PMS 2736 C
C97/M95/Y0/K0
R53/G46/B135
#352E87
Mauve
C26/M95/Y34/K19
R165/G34/B88
#A52259
Secondary Colours
Green Blue
C79/M26/Y36/K8
R37/G137/B150
#258996
EQ Lilac
C47/M27/Y0/K20
R127/G149/B187
#7F94BA
Pale Stone
C7/M4/Y6/K0
R241/G241/B240
#F1F1F0
Growth Green
C80/M9/Y60/K0
R25/G161/B129
#19A181
Sky
C18/M10/Y7/K0
R216/G222/B231
#D8DEE7
Digital Colours
Insightful Blue
R107/G64/B232
#6C40E8
Royal Blue
R80/G191/B218
#50C0DA
Expert Blue
R92/G127/B255
#5B7FFF
Campaign Colours
Campaign Red
C0/M97/Y60/K0
R239/G10/B69
#EF0A45
Regulation Purple
C53/M77/Y0/K0
R144/G81/B156
#90519C
Campaign Lilac
C58/M56/Y0/K0
R155/G119/B255
#9b77ff
Colour Combinations
Here are some example colour combinations, use these when creating assets to ensure there is a good balance of colour.
Combination One
Combination Two
Combination Three
Combination Four
Combination Five
One of the best ways to represent EQ and what it stands for is through the people who work for us and the people who use our services. We also use gradients and graphics which are used to represent things that are a little harder to portray such as regulation or changes in economic landscapes.