Identity

Primary Logo

The primary Elta Group logo is the preferred logo, it should be used everywhere there is sufficient space to do so. Please contact marketing@eltagroup.co.uk if you wish to use the primary logo.

Secondary Logo

The ‘eg’ from the main logo can be used on its own as a secondary logo. It has been developed for use where the primary logo will not fit. Although the ‘eg’ is derived from the Montserrat font, it is a custom logo created in-house, making it unique to Elta Group whilst maintaining the logo’s integrity.

Typeface

Montserrat Ultra Light is our corporate font and is used to make up the Elta Group logo. Montserrat has 8 weights, of which we use 5 for the Elta Group brand. Montserrat must be used for all Elta Group documents- print & digital.

1. Ultra Light is the primary font, used to create the Elta Group logo and used for body text
2. Light is a lighter weight option for body text
3. Regular is used as the heavier fort for body text and page titles
4. Bold is the heavier weight option for bold titles whee required

Headers & Paragraphs

The website and all online content is made up of headings & paragraphs. These guidelines indicate the font weight, font size and line height of each tag.

1. Font size 60px, line height 60px, regular, all caps
2. Font size 60px, line height 60px, ultra light, all caps
3. Font size 45px, line height 45px, regular, all caps
4. Font size 45px, line height 45px, ultra light, all caps
5. Font size 25px, line height 27px, regular, all caps
6. Font size 25px, line height 27px, ultra light, all caps
7. Font size 17px, line height 22px, ultra light
8. Font size 17px, line height 22px, regular, primary colour

Text Colour

All text on screen must be both legible and adhere to brand guidelines.

1. Headings in primary colour or black must only be on a white or secondary colour background
2. Headings in white must only be on a primary colour or black background. There is an exception for this when creating video
3. Paragraphs in primary colour or black must only feature on a white background
4. Inverted paragraphs must only be on either primary colour

Quotes & Line Breaks

Quotes & Line breaks are common in news articles and feature heavily on the web. Strict guidelines are put in place to ensure consistency through all digital mediums.

1. Quotes are pulled out using line breaks
2. It should always be stated underneath who the quote has come from

Primary Colour

Navy was chosen for Elta Group as a strong, corporate colour to represent Elta Group’s position as a parent company.

Colour is an important part in ensuring that all brand elements are consistent and maintain a corporate image for the company.

Our navy is Elta Group’s one primary colour and should be used in all colour documents.

Secondary Colour

A very light grey can be used as a block/background colour. It should not be used for text or the logo.
The grey is to be used only as a secondary colour to the navy blue.

Primary Logo Colour Versions

There are 3 different colour versions of the Elta Group logo that are accepted. these are the only colour variations of the logo; no other colours should be incorporated into the logo in any way.

The chosen colour should be used throughout the logo e.g. it is not acceptable to have ‘eg’ in navy and ‘ELTA GROUP’ in black and white.

The preferred logo is the navy or white on opposing colour backgrounds. If something has to be printed in black and white, or appear on screen without colour, then the black logo should be used.

1. Logo in primary colour
2. Logo reversed on primary colour background
3. Logo in black
4. Logo reversed on black background

Secondary Logo Colour Versions

The rules for the primary logo should also be applied to the secondary logo. There are only 3 colour versions; no other colours should be incorporated for any reason.

The chosen colour should be used throughout the logo, i.e. it is not acceptable to have the ‘e’ and ‘g’ letters in different colours.

The preferred logo is the navy or white on opposing colour backgrounds. If something has to be printed in black and white, or appear on screen without colour, then the black logo should be used.

1. Logo in primary colour
2. Logo reversed on primary colour background
3. Logo in black
4. Logo reversed on black background

Minimum Size

The Elta Group logo must always be legible so it is important that the minimum sizes below are adhered to.

1. Primary Logo minimum size: 125px wide
2. Secondary Logo minimum size: 16px wide

Placement

At the minimum size, the primary and secondary logos should have a  margin of at least 25px at all times. As the screen size, and therefore the logo, decrease the margin will adapt accordingly, however there is room for flexibility across different platforms- this should always be checked with head office. Never allow typography or other elements to enter the clear space around the logo/ margin boundaries. The logo should only ever appear in accepted colour versions.

Unacceptable Use

Our logo and how it’s used is very important to us; the branding must remain consistent by adhering to the rules outlined here. When the logo is required, the master file must be used, it should never be redrawn or adapted.

1. Make sure pages can be navigated easily with access to the menu at all times.
2. Support gestures and interactions on all handheld devices.
3. Interactions need to be subtle and lead to an obvious outcome.
4. Supportive text and descriptions for all imagery.
5. All links are clear and tell the user where they are being directed to either within the site or externally.
6. Large font sizes, legible body text and clarity in margins throughout all mediums.