Brand Guide & Assets

Logo usage

The Apex identity must always be used with consistency and care. Visual elements should not be altered, redrawn, or merged with unrelated graphics. Use half the height of the lowercase "a" in "apex" as the minimum clear space around the wordmark. The wordmark should not appear smaller than 25mm in print or 95px in digital formats.

Don'ts

• Do not place the logo on a busy background.
• Do not use colours outside the official palette or its inverses.
• Do not disproportionately stretch or warp the logo.
• Do not stylize or alter the logo — no outlines, drop shadows, bevels, or other effects.
• Do not scale, reposition, or modify the logo in any way.
• Do not use colour combinations that make the logo illegible.
• Do not use the Apex Advisory typography to create new logos.
• Do not rotate the logo.

Partnership logos

When presenting Apex Advisory alongside a partner brand: maintain the clear space rules established for the logo, use a keyline matching the wordmark height at 0.75pt thickness, ensure the partner logo doesn’t use text larger than the Apex monogram, and keep both logos vertically aligned and centered.

Color usage

Primary core colors (Teal, Ember, White) should be applied at full opacity for backgrounds and heading text — do not combine multiple core colors within a single background. Core colors may be used with transparency in increments of 25% for visual layering. Ember is our highlight color and should not exceed 20% of any given page design. Body text should primarily appear in Slate for readability.