Brand Guidelines

The ultimate guide to executing Fifth Edit’s visual identity consistently

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About


Logo suite

Our logo is the most recognizable element of our brand — a visual shorthand of who we are and what we’re about.

We’ve crafted a scalable suite to ensure our brand is clear, memorable and versatile enough for every touchpoint.

Follow the guidelines below to ensure the best representation of our brand.

Primary logo

This version of our logo is the signature of our brand and should be used most frequently when space allows for it.

Note the clear space of 150px (or the width of the “I” from the logo) whiich shows the minimum distance that should be created between the logo other elements.


Secondary logo

The secondary logo uses components from your main logo but in a variation. This is to be used when the primary logo doesn’t fit in the required space.


Submark

The submark is another variation of your logo with simplifications and an alternate layout. This is to be used in spaces where your brand has already been introduced when your primary logo will not fit the required space.


Logo mark

The logo mark is an ultra-simplified version of your logo. It consists of an icon/symbol that can be used in confined spaces like social media avatars, stamps, favicon etc.


Incorrect usage

Your logo should not be altered in any way, including extending, condensing, outlining, adding strokes or drop shadows. When the logo is altered, you’re actually deviating away from the strength of the brand identity.



Color palette

Color is a core part of our visual identity — setting the tone, evoking emotion and helping our brand stand out.

Our palette is designed to be flexible and expressive, with combinations that work across a range of applications.

Follow the guidelines below to use color with consistency, clarity, and intention.

Strategic Stacks

Built around Fifth Edit’s five-week signature program, our base color stack and supporting five color stacks are intentionally arranged to resemble DNA sequences, a direct extension of our brand-lab concept.

CMYK: Use for printed materials.
RGB/HEX: Use for digital design.


00 Base Stack

White
Hex: #FEFAF4
RGB: 254, 250, 244
CMYK: 0, 1, 3, 0

Beige
Hex: #EDE8DD
RGB: 237, 232, 221
CMYK: 6, 6, 12, 0

Black
Hex: #000000
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90

01 Strategy Stack

Perriwinkle
Hex: #8688B3
RGB: 134, 136, 179
CMYK: 51, 45, 8, 0

Lime
Hex: #E6DB93
RGB: 230, 219, 147
CMYK: 10, 8, 56, 0

Lavender
Hex: #CBC2C9
RGB: 203, 194, 201
CMYK: 19, 22, 13, 0

02 Visual Identity Stack

Blush
Hex: #C49FA7
RGB: 196, 159, 167
CMYK: 20, 41, 23, 0

Sand
Hex: #C3A68B
RGB: 195, 166, 139
CMYK: 22, 35, 47, 0

Cherry
Hex: #793220
RGB: 121, 50, 48
CMYK: 31, 89, 79, 33

03 Website Stack

Caramel
Hex: #C0835E
RGB: 192, 131, 139
CMYK: 22, 35, 47, 0

Mustard
Hex: #CBAA65
RGB: 203, 170, 101
CMYK: 21, 31, 71, 0

Gray
Hex: #D8D3C8
RGB: 216, 211, 200
CMYK: 14, 13, 20, 0

04 Content Kit Stack

Sand
Hex: #C3A68B
RGB: 195, 166, 139
CMYK: 22, 35, 47, 0

Evergreen
Hex: #3A625A
RGB: 58, 98, 90
CMYK: 78, 44, 61, 26

Blush
Hex: #C49FA7
RGB: 196, 159, 167
CMYK: 20, 41, 23, 0

05 Launch Stack

Sage
Hex: #B0AD88
RGB: 176, 173, 136
CMYK: 33, 25, 51, 0

Sky
Hex: #9CCCD1
RGB: 156, 204, 209
CMYK: 38, 6, 17, 0

Gray
Hex: #D8D3C8
RGB: 216, 211, 200
CMYK: 14, 13, 20, 0


Typography

Typography plays a key role in shaping our brand’s voice — helping to convey our personality across all communication.

Our type system is designed to be flexible and legible.

Follow the guidelines below to maintain consistency and make sure our message always comes through loud and clear.

Primary Typeface

The primary typeface is our default typeface & should be used for headers, subheadings and titles. It should be used in up/down casing.


IBM Plex Mono

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Secondary Typeface

The secondary typeface complements our primary typeface & will be used for labels in all caps and body copy in up/down casing.


Quicksand


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Typeface Usage

Typefaces and their subsequent uses (shown here) have been chosen for readability and alignment with our brand-lab concept. IBM Plex Mono lends itself well to a scientific, analog feel. Quicksand’s subtle, soft curves provide excellent legibility and contrast to IBM Plex Mono’s rigidity.


LABELS IN QUICKSAND

Headlines in IBM Plex Mono Semibold

Subheads and body copy in Quicksand Regular. Additional copy will fill space when this typeface is used.

Incorrect Usage

Avoid the following common type usage mistakes.


  • Avoid using all caps for long passages of text as it can make the text appear aggressive or difficult to read.

  • Avoid using too much or too little line spacing as it can make text hard to read and disrupt visual flow.

  • Avoid placing text too close to the edges of a page or other design elements.

  • Avoid inconsistent alignment within the same design space i.e. a left-aligned headline and centered body copy.


Illustrations & patterns add a creative flair that makes our brand distinctive, brings out personality and creates a memorable brand experience.

Using these elements is an effective way to build our brand’s recognition across every touch point, maintaining cohesion.

Brand assets

Illustrations

Created using our brand’s distinct color stacks, these illustrations mirror test tubes and DNA sequences, aligning with our brand-lab concept. The elements in each illustration may be used as a standalone element if needed.


Pattern

Our brand’s pattern uses our brand submark with a composition that nods to the periodic table. Again, we’re maintaining consistency and a keeping visuals aligned with our brand-lab concept.