2026 Draft Brand Guidelines
Get the most from our brand with guidelines for applications, photography and general use.
Our brand is unique and stands out from the crowd. The personality and people behind the brand bring it to life. These guidelines are here to help you deliver clear and consistent communications, please keep to the following:
Design principles
Strong typography / Bold messaging / Energetic / Clear / Attitude
Design approach:
No jargon. No fluff. Every word earns its place.
Visuals are clean, direct, and built to communicate - not decorate.
If you, or a supplier, need access to our brand assets, please click the button below. If you don't know this password and would like to request access, please contact Hannah Davies.
If you have any questions, get in touch with us directly by contacting:
Hannah Davies
Brand Marketing Manager
Our brand
Our purpose, vision and promise
For a consistent brand that builds trust, clarity and impact, we stay true to our purpose and move with intention towards our vision. Our promise communicates what customers can consistently expect every time they interact with us.
Our brand is about simplifying the complex—breaking down technological barriers, streamlining processes, and lightening the load of admin and governance. We’re here to make progress feel effortless, transforming everyday challenges into meaningful opportunities for growth.
Because when the everyday becomes extraordinary, businesses can focus on what truly matters.
Our purpose:
To create effortless connections and extraordinary outcomes for our customers.
Our vision:
To be the easy button for digital infrastructure everywhere.
Our promise:
The extraordinary everyday
Our values
At the core of everything we do is a shared set of values shaping how we create seamless, intuitive experiences for our customers. They guide us in making every interaction feel easy, every solution feel thoughtful, and every step feel effortless. Together, they tell the story of how we bring our purpose and vision to life through simplicity, empathy, and consistency.
We know people matter
Whether it’s a customer, a partner, or an employee, we build relationships based on trust, honesty, respect, and integrity. We value diversity and strive to be more inclusive so everyone has the freedom to speak up, be heard and thrive.
We always find a better way
By staying one step ahead we empower our customers to succeed by making the everyday less of a grind. We’re swift to adapt and take responsibility for the promises we make.
We win together
We believe in the power of many and stand shoulder to shoulder with customers, partners and colleagues collaborating on ideas, sharing risks and recognition among all. When we make a decision we understand it’s impact, and rally behind the decision to make it a success.
We can change the world
We want to make the world a better place. Better connected, more sustainable, fairer for all. We use what we have – passion, technology, and connectivity – to create good.
Our tagline
Using the extraordinary everyday tagline
The extraordinary everyday means by tackling the complexities and frustrations of the everyday, we take away the grind, making room for the extraordinary to shine.
Do - keep 'extraordinary everyday' together:
When using the tagline by itself, or in copy, please keep both words together. Note that everyday is one word, not two. In a sentence, keep the extraordinary everyday in lower case so that the flow is not disrupted.
Don't - overuse extraordinary as a descriptor:
Extraordinary isn't a word to describe everything we’re talking about positively e.g. our customers, ourselves, our products. Examples to avoid:
Do - use our tagline as a hashtag
Hashtags are a great way to get people talking. Use #ExtraordinaryEveryday in all your social posts about Colt and the work you're doing. Use the hashtag as a sign-off and to encourage people to continue the conversation. Please make sure that the first letter of words in hashtags are capitalised, which makes them easier to read, and screen readers can identify the separate words.
Brand design hierarchy
Design hierarchy makes sure our visuals communicate clearly and consistently. By prioritising elements in the order below, we guide attention, convey meaning and maintain a cohesive brand presence.
Our hero colour - Colt Teal
Colt teal must be prioritised in our brand design. It’s the most recognisable visual cue for our identity. Consistent, prominent use of this colour strengthens brand recall, creates immediate association, and sets the tone for all other design elements. If it’s diluted or overshadowed, the brand risks losing visual impact and cohesion.
Type-led design
We believe in clarity over complexity, which is why we have a type-led identity. Our people are experts — and when we have something important to say, their words take centre stage. Rather than distract with gratuitous stock photography, we let confident, purposeful typography do the talking.
Images
Imagery should be used purposefully and only to enhance the core messaging.
Graphic element - The Colt Edge (Chevron)
The Colt Edge is a core visual asset that unites our brand typography and imagery, creating instant recognition, consistency and visual continuity across all media.
Logo use
The Colt logo
It's important that the Colt logo is reproduced consistently across all Colt communication materials. The logo should not be altered in any way and legibility of the logo should always be ensured.
Colt is a monolithic brand which means that the same logo is used across all our products and services. Additional logos should not be created. Where we currently have additional logos, they should not be used to replace or sit adjacent to the Colt logo. Never create a new logo for a team, project or product. It dilutes our brand and causes confusion.
Typical uses of our logo are:
- Our logo is primarily used in the Colt Teal
- The Colt Black logo should be used when the Colt Teal logo cannot be used
- If the logo is placed on imagery, ensure that the logo is clear with a good contrast to the background and away from busy background areas of the image
- The Colt logo works reversed out with the Colt Teal and all our supporting colours, but ensure legibility is suitable for the intended application(s)
- The Colt logo can be used in teal, black and white only
Artworks of all versions have been created for both print (CMYK) and screen (RGB) use.
Alt text for accessibility
Alt = "Colt"
Alternative text for the Colt logo should be written as the name of the brand. The screen reader will already announce that it's a logo.
Clear space
Please keep the space above, below and adjacent to the logo clear of other graphic elements, images and document edges. This allows the logo to be read clearly without confusion.
The amount of clear space is equal to the size of the 'o' in the logo.
What not to do
As a general rule of thumb, if you don't see an example within this brand book, it's probably not allowed. Please don't…
- Redraw, retype or source our logo online
- Rotate or flip the logo
- Reorder / move the letters
- Stretch or distort our logo
- Recolour / use non-brand colours
- Add additional effects to our logo
- Create a new logo using the Colt logo for a team, project or product
Co-branding
Lockups & partner logo sizing
Using the Colt logo with other logos is simple, but there are a few steps to follow, shown on this page.
If you need a new lockup created, please contact the Brand Team.
The partner logo should look the same size as our logo.
A tall thin logo would be shrunk until its height or overall visual footprint is the same as our logo.
Similarly a short, wide logo would be shrunk until its width is the same as our logo.
Typography
Our fonts
Non-digital platforms
Urbanist is our primary design font, to be used across all Colt communication and marketing materials.
Websites & applications
Urbanist is our webfont, an open source, free to use font. This should be used on all external-facing websites.
For Japanese font alternatives, please use Meiryo UI.
System Fonts (Microsoft & Adobe)
When a system font is required – for example in email, or Powerpoint and Word documents sent to clients and partners – then Arial should be used.
Please note that the use of Arial is only licenced to Colt when using Microsoft Office or Adobe Acrobat platforms. For all else, please refer to the above "Websites & applications" section.
Typography in use and hierarchy
Our primary font, Urbanist, is recommended in two weights: Regular and black.
To create a consistent experience for the reader use:
- Regular — for body copy
- Black — for main headings
When using our fonts, ensure there is a clear hierarchy to help the reader navigate communications.
Do not add any effects to the text, such as glow or drop shadow.
Text style
When writing copy, there are a number of style rules that should be adhered to, we've detailed and illustrated each of these rules:
Full caps
Using full caps in can be a powerful design and communication tool for Colt advertising material, but should be used intentionally and sparingly to maintain clarity and impact. Here's when they are typically appropriate:
- Advertising copy headlines
- To make a message bold and unmissable
- Callouts or highlights
For short, impactful phrases that need to stand out visually
When to Avoid Full Caps
- Body text or long paragraphs: Full caps reduce readability and can feel aggressive or overwhelming
- Tone-sensitive content: When writing sensitive messages, full caps are inappropriate
- Overuse: Using full caps too frequently can dilute their impact and make the document feel cluttered
Use sentence case for titles and headings
Do not place a full stop after headings and bulletpoints
Please use correct bullet points
Typography colour
When using standard body/paragraph text, please use black for legibility. While you are free to use the Colt Teal for headings or other areas where text is larger/heavier, please consider accessibility & readability. A much easier alternative for Web, as used in this guide, is Colt Charcoal.
It’s important not to use bright colours on top of other bright colours in light or regular font weights, as these will be too hard to read. Large text such as headings or bold typography may be easier to read.
Do not use white text on any colour background when the font is 11pt or below or a regular or light weight
Ensure the colour contrast is WCAG 2.1 compliant.
Colours
Primary colours
We should always champion Colt Teal, whether that is in the logo, graphics or typography, especially when using any of the supporting colours – we are, after all, known for our Teal.
Colt Teal
Pantone 3265
CMYK 70 0 40 0
RGB 0 215 189
HEX #00D7BD
Black
Pantone n/a
CMYK 0 0 0 100
RGB 0 0 0
HEX #121212
Colt Yellow
Pantone 7549
CMYK 0 24 100 0
RGB 255 196 61
HEX #FFC43D
Secondary colours
Our supporting colour palette is for use in the stream graphic (as detailed in the next section), text, tables, diagrams, charts, and other information design.
These colours should always support the primary Colt Teal.
Think about accessibility and colour contrast when using text. It’s important not to use bright colours on top of other bright colours in light or regular font weights, as these will be too hard to read. Large text such as headings or bold typography may be easier to read. Find out more in the typography guidelines.
Colt Dark Green
Pantone
CMYK
RGB
HEX #0C554F
Colt Dusk
Pantone 3272
CMYK 94 0 48 0
RGB 0 165 155
HEX #00A59B
Colt Dark Grey
Pantone
CMYK
RGB
HEX #484A47
White
Pantone n/a
CMYK 0 0 0 0
RGB 255 255 255
HEX #ffffff
Colt Ash
Pantone n/a
CMYK 0 0 0 5
RGB 245 245 245
HEX #F5F5F5
Data-Only colours
These colours must only be used in data visualisations.
Colt orange
Pantone n/a
CMYK
RGB
HEX #FF7A00
Colt Pink
Pantone n/a
CMYK
RGB
HEX #F20C36
Colour proportion
When creating a layout and employing the Colt colour palette, it is important to keep in mind the proportion of the brand colours you use. Colt teal and Black should be the dominant colours in any layouts. Please note that yellow is a primary colour, but should be used along side the teal and black.
The graphic below is designed to show the relative colour proportions between the secondary and primary colours in a given layout.
Although individual pieces may vary, notice that the cumulative effect keeps the overall brand balance.
Chevron graphic - 'The Colt Edge'
Our chevron graphic is sharp, confident and bold, signalling clarity, strength and leadership.
The Colt Edge is one of our most recognisable visual assets. To make sure it reflects our ambition, its application must always be intentional.
The Colt Edge should always be applied to show movement from left to right (0°/22.5°) or bottom to top symbolising our brand’s progression toward being a forward-thinking, innovative, and growth-driven partner.
Chevron rules of usage
Chevrons must always point to the right or upwards.
You can use between 1 and 5 chevrons freely. They may be cropped, resized, or positioned at any scale across a layout — as long as directionality is preserved.
Alt text for accessibility
Alt = " "
Alternative text for the The Colt Edge should either be marked as "decorative" in document alt text editors or left with an empty alt attribute "" in web pages.
Photography
As a type-led brand, we never lead with photography. Imagery should be used purposefully and only to enhance the core messaging. If the image doesn't add any meaning to your communications or designs, then don't use it.
We use both black and white and full colour imagery - see more details below.
When deciding whether to use black and white or colour imagery, lead with the most impactful option, following the principle that imagery should enhance, not distract from, the core message.
Black and white treatment
Our black and white imagery reflects our bold, brave and no-nonsense approach to design. Black and white image-led designs should be used purposefully and only to enhance the core messaging. Whether people or object focused, the image should always serve a purpose and be relevant to the headline, content or topic of interest.
Black and white treatment creates visual consistency and instant brand recognition. It lets our core colours — especially teal — stand out with impact, reinforcing a distinctive and ownable visual identity.
Colour photography
Colour images are a secondary image type used when deemed more appropriate than black and white imagery. This type is more commonly used for external or contextual content — like partner decks, case studies, or event recaps.
Types of image
We use the following photography types:
- People - People using technology in everyday life, showing accessibility, inclusivity, and human connection. Workplace and team photos highlight innovation, collaboration, and culture.
2. Product and solutions - because our products and solutions can't be visualised, we highlight the benefits they provide to the customer in realistic contexts (work, home, on-the-go) and across relevant industries.
3. Place - ground our communications in the working environment. This category of photography should be used when telling broader stories about industry and working culture. Keep visuals realistic and authentic, avoiding overly surreal or cliché effects.
-
People
These images spotlight individuals — either in isolation or within specific environments. When selecting photography it should be inclusive of a diverse range of people, representative of our global brand. We use two types of people-focused imagery: portraits, which highlight professional presence and confidence, and action shots, which capture real people immersed in meaningful work.
People portraits
Role:
This image type puts the focus on individuals — highlighting their presence and professional identity. The aim is to capture people with clarity, confidence and authenticity. Use these portraits when the person’s perspective
matters most — such as in speaker materials, expert quotes, leadership profiles, or opinion-led content.
What to look for:
Choose individuals who project confidence through their pose and expression. Subjects should appear thoughtful, composed and assured. Side or upward-facing profiles suggest vision and momentum, while direct, front-facing shots convey presence and credibility.
What to avoid:
Avoid imagery that feels staged, casual or exaggerated. Steer clear of forced smiles, theatrical expressions, or anything overly stylised, dated, or heavily edited. These aren’t characters — they’re real people who reflect Colt’s values with integrity and intent.
People in action
Role:
This image type focuses on people immersed in their working environments. It’s about capturing real, unscripted moments that reflect focus, professionalism, and expertise — across Colt’s diverse customer landscape. Best used in case studies, service storytelling and sector-specific content — anywhere the environment adds relevance to the story.
What to look for:
Select images that show individuals actively engaged in meaningful tasks — whether in data centres, airports or offices. Look for natural, unposed moments where people are absorbed in their work with calm confidence. Scenes should reflect the diversity of our customer environments and convey a tone of credibility and capability.
What to avoid:
Avoid posed shots, exaggerated gestures or subjects smiling at the camera. Steer clear of over-edited or generic corporate stock photography. We’re not staging scenes — we’re showing real people doing real work, with clarity and purpose.
Image styles
Image style 1
For use on small-format brand assets
or functional applications.
Cut-out black and white images with
bold colour accents keep things clean,
simple, and unmistakably Colt.
By placing black and white cut-outs over bold blocks
of brand colour, we create a clean, confident visual
style — perfect for small-format or functional use.
Image style 2
For larger-format assets where
there’s space to add dynamic
brand chevrons. These images
should support — not compete
with — the messaging.
When space allows, we introduce brand chevrons
to add movement and energy — creating a more
dynamic visual experience.
Image style 3
For when we need to show more
context. We use chevrons as
framing tools, offering a glimpse of
the background while maintaining
visual clarity.
When more visual context is needed, we use chevrons
as a framing device — revealing just enough
of the background to add depth/context, while
keeping the overall composition clean and focused.
Image style 4
Used when telling deeper stories — like sector
narratives or case studies. Full-bleed black &
white imagery combined with brand elements
creates impact without distraction.
Some stories need broader visual context. In these cases,
full-bleed black and white imagery is used — elevated
with brand colour chevrons to create a distinctive,
ownable Colt aesthetic.
What not to do
Do not use photography that:
- Is overly conceptual and cliché
- Lacks a clear purpose and focus
- Is overly posed
- Is a poor composition or badly cropped
- Is of poor quality or pixelated
- Shows disengaged people
Iconography
We have an extensive icon library that has been produced with lots of people across the business, so we should have something to meet your needs.
Please do:
-
- use icons in appropriate places to illustrate content in the adjacent paragraph
- keep consistent heights for each icon
- use consistent clear space around the icon
Please don't
-
- edit or alter the icons
- overlap icons with text
- over-use the icons in one context
Examples
Can't find what you need?
If there is something you need but cannot find, or if you have a new requirement, then please contact the Brand Team. We manage the icon library centrally so we can limit duplication. This way we can make sure everyone is using our icons correctly, repeatedly and consistently. We regularly check with the business to see if there are new icon needs, so if you want to be consulted about icons please drop us a note.
Brand assets
In our brand asset files section you will find download options for our assets, icons, tone of voice guidelines etc. This section is reserved for agencies and partners, and so is password protected. To view it please follow the link below and enter the password when prompted.
If you have forgotten the password, or would like to request access, please contact [email protected].
Brand messaging
This content is password protected. To view it please follow the link below and enter the password when prompted.
Tone of voice
This content is password protected. To view it please follow the link below and enter the password when prompted.
Website / UX
At Colt, our digital presence, and therefore our brand, encapsulates a wide range of tools and systems, from our corporate website, to Colt Online, to our careers site and many more.
Because of this, it is important we maintain a consistent brand identity across all of our web assets. These guidelines aim to help you remain consistent to that identity.
Video guidelines
The Colt video guidelines are to enable our internal and external stakeholders to express our company brand and values in a consistent way.
Scroll down to find our video guidelines for animation.
Style
Our videos strike the balance between business and people. We avoid stock footage where possible, incorporating Colt staff and adding animated text to highlight key messages and bring the video to life. Bright backgrounds and light colour grading mean our videos come across and warm and friendly.
How to open a video
Including an opening slide or logo is optional. In certain circumstances you might need to open with a Colt logo (such as for a conference video). Please use the logo guidelines when creating this kind of video opener.
Lower thirds
Lower thirds are used to introduce the speaker in the video. In order to keep the lower thirds in line with the overall branding, use a Colt Dusk coloured box with white text in the brand font.
The name of the speaker is stated in the first row. In the second line we suggest stating the job role of the speaker using a smaller size font, please refer to the typography guidelines.
The position of the lower thirds depends on the way the speaker is facing (right of left). On a wide shot, it should be positioned with some distance from the side and the bottom of the frame. On a tight shot, the lower thirds should be positioned in the corner bordering with the side and the bottom of the frame. Watch this video for an example.
Logo
Our logo is our most important brand element so we are very careful with how we use it. Our logo can be positioned - ranged far left, ranged far right, and at the top or the bottom of the screen. We recommend the ranged left logo is used digitally and remains on-screen throughout video. The logo should only ever be one full colour; white, black or Colt teal. The logo should never be stretched or distorted and must retain an exclusion zone around it. We use the 'o' in our logo to help us determine the size of the exclusion zone see main logo guidelines for more details.
Imagery
Videos should use real people talking off-camera in colour. This should be done against a real or photograph background or a plain white background. If imagery is required, as per our imagery guidelines, photography and/or icons should be used. Photography must always reflect our Colt brand book where possible; what we do, where we do it, who for/us. Headings can be placed over video as long as they are clear and easy to read in the Colt font Gotham/Arial.
Stock footage
People videos should include Colt people. Please ask to use our bank of Colt stock videos. Talking head videos should also feature stock footage relevant to who we are and where we are based - our offices and environment.
Icons
Our icons are one-dimensional representations of concepts. You can use any of the colours from the Colt brand palette where appropriate and use any icons from the icon library.
Text
Text should be in Gotham bold for headings and Gotham medium for body copy. If these fonts are not available then Arial can be used. To make sure the text is readable, use high contrast and don’t use white text on bright backgrounds (such as yellow and bright teal) or vice versa. For more guidelines please refer to typography in the main brand guidelines.
Call-out boxes
If call-out boxes are being used, they should be a single block Colt colour with no gradients, shadows or textures. For customer references a call-out box should show with 'Customer case study' with another call-out box directly underneath with the customer name. To make sure the text is readable, use high contrast and don’t use white text on bright backgrounds (such as yellow and bright teal) or vice versa.
Subtitles
All motion graphic elements should be created in line with the overall branding guidelines, using primarily brand colours and for kinetic typography the Colt brand fonts.
Co-branding in videos
When it comes to Co-branding in videos, the branding elements are usually kept in the same way as they would be in a regular Colt video. The only difference is that on the opening screen both logos appear at the same time in the centre of the screen, Colt logo left, the other logo next to it on the right.
Concluding a video
Access our brand asset files to find the animated logo that should be used at the end of Colt animations.
Don't forget to add a call to action to close your video.
Video animation guidelines
These guidelines are a reference point for our visual identity that can be used by illustrators and animators during the design process for video animation.
They help animations feel like a Colt animation while also enabling creativity.
Components for animation guidelines:
- Philosophy
- Colour
- Typography
- Iconography
- Illustration
- Characters
- Motion
- Voiceover
- Music
- Sound effects
Philosophy
We know that Colt’s personality is friendly, knowledgeable and brave. We also know the purpose, value and vision - but how do we communicate that in our animations?
These philosophy statements help animators understand the overarching style and tone of Colt videos. They should guide you in creating clear, simple and on-message animations.
Clarity - A simple, well-executed idea can work well. As Colt products are technical and complex, animation should be kept simple and clear, delivering a straightforward, meaningful and memorable message.
Pace - Move quickly but clearly through the message.
Friendly - Animations are there to advise viewers from our knowledgeable viewpoint. We offer friendly advice not a hard sell.
Engaging - Hook the audience from the opening lines and keep their attention throughout. Avoid any repetition of information.
Precise - Our products are technical so our animations should reflect that. Objects should move in a way that reflects our precision and attention to detail.
Coherence - Make sure animation doesn’t compete with narration and sound effects.
Colours
The Colt colour palette can be found here.
Typography
For kinetic typography please use the Colt brand fonts.
Animating the logo
Opening an animated video:
Including an opening slide or logo is optional. In certain circumstances you might need to open with a Colt logo (such as for a conference video). This should be included in the brief to the animator so they know how to integrate the logo with the music track.
Closing an animated video:
Access our brand asset files to find the animated logo that should be used at the end of Colt animations.
When using the Colt logo within an animation, please make sure it only appears in the Colt teal. If the Colt teal logo isn’t suitable for the background, you can use black or white - no other colours can be used for the logo.
Please don’t put drop shadows, outlines or any other coloured text behind the logo. Make sure there is equal space around the logo.
For more guidance on our logo, see the rules here.
Icons
Several animations have been created using the coloured line style of the Colt icon pack. These animations are set against white backgrounds with plenty of negative space where coloured lines form icons and symbols relating to the script.
For specific guidance on our icons, check out the main section within the brand guidelines.
Remember each icon represents a specific concept, so please only use it to convey its original meaning to avoid confusion.
New icons can be created but please send them to the brand team so we know what the specific meaning of each icon is. When creating new icons please keep in mind the philosophies of clarity, precision and coherence.
Animating the stream graphic
The stream graphic is a tool that can be used to distinguish Colt animations. Along with the animated logo these visual tools enable consistency across different styles of animation.
The stream graphic can be used at different scales. When using the stream graphic with the logo, make sure there is equal space around the logo.
Please see the full guidelines on correct use here.
Illustration
Colt’s illustration style follows the principles of clarity, precision and coherence and takes inspiration from our friendly, knowledgeable and brave tone of voice. The stream graphic is evoked wherever possible in the colours, shapes and use of whitespace.
Because we don’t wish to restrain creativity, the style of illustration can differ for each animation depending on the audience and tone of the specific animation, but please take a look at previous Colt animations and consider the rest of this guidelines document before producing style frames for consideration.
Note the predominant use of teal and white space and how the stream graphic is brought into the illustration:
Characters
Considering the message that you need to communicate and the story that you need to tell, you may want to use characters in the animation.
We don’t want to define what a Colt character looks like because different use cases will have different requirements for characters. Some may need to be expressive and show emotion with human characteristics. Others may be abstract shapes that are imbued with human-like characteristics. The world that they inhabit needs to be recognisably Colt and characters need to have teal included so they feel like the Colt brand.
Motion
The way things move within an animation can be indicative of a brand’s personality.
Objects in Colt animations tend to move with speed and consistency. Generally, animations are quite fast paced because we’re talking to an educated audience with short attention spans.
Motion is smooth and fluid, rather than disjointed or angular. Objects start slowly and then move quickly to give a fluidity to the animation.
Once in position, they land precisely, with not too much ‘bounce’ - An example would be in the Hybrid Workforce animation, when the three red characters first appear on screen, there’s a small amount of motion bounce before they settle.
Keep in mind the philosophy of pace, moving quickly and clearly through the message, and keep the animation engaging, grabbing people from the start with motion that will encourage them to stop scrolling their social feeds.
Our brave and friendly personality, coupled with our bright and colourful stream graphic, means that we can create fun animations that feel positive and uplifting whilst retaining the professionalism of a large tech company.
Voiceover
The selection of voiceover artists can significantly change the tone and style of an animation.
During the selection process of a voiceover artist, the brand personality should be kept in mind, meaning that voiceover artists should be able to deliver a reading that sounds knowledgeable, friendly and brave.
Music
Music is similarly impactful on the way an audience receives a video.
Take this track as an example:
https://www.youtube.com/watch?v=4Asc1TDugv8
It’s upbeat, heartwarming and inspiring. This is a good reference point for the selection of music tracks.
Colt tracks should sound different to usual bland corporate music. We want tracks that feel modern, global and with a pace that suits the animation style.
Don’t forget that Colt is a global organisation and the music used in animations need to reflect this. The above example track, despite having vocals in English, still has good cross cultural suitability. Referring back to our core philosophy of clarity, vocal tracks may not work for animations with voiceover because there may be a clash, so instrumentals will be favoured. However, rather than opting for a generic corporate track that would work for any video, try to find a track with energy, momentum and cross-cultural suitability. The track should suit the message of the film along with the brand tone of voice.
Sound effects
Sound effects should be swayed towards realism and used to ground the viewer within the world that the animation is taking place in. This will help to avoid sound effects that are too ‘cartoonish’.
Remember the philosophy points about clarity and coherence to make sure that the sound effects do not compete with the dialogue to confuse the main message.
A note about consistency
If an animation is intended as part of a series of videos, then all videos should have the same style. For example, product videos on the website should have visual consistency and be considered as part of a campaign.
Some graphics may be locked for use in a specific campaign (for example, an internal event) and cannot be used across the business outside of that campaign, so please check with the design team before using any graphics from animations.
Your checklist: what makes a Colt animated video?
- Use of whitespace
- Make sure there is teal used as a primary colour
- Use the stream graphic
- Use the closing Colt animation
- Fluid but precise motion
- A friendly but knowledgeable tone for the voiceover
- Music that’s relevant for a global audience
Merchandise
Branded merchandise should comply with the guidelines in this brand book. Here are some examples. If you need any artwork approving for a new branded item, or contact details for our supplier, please contact [email protected].
Frequently asked questions
The Colt logo can be used in teal, black and white only. It’s primarily used with in Colt teal on a white background. A black logo should be used when the Colt teal logo cannot be used, for example in black and white printing. A white logo can be used on a background in any of the Colt colours.
If the application you are using does not allow Gotham font, use Arial instead. Make sure it's Arial and not Arial Black. If you are using this on a web portal, please use Montserrat, or Meiryo UI for Japanese.
You can view the colour palette here.
HEX #00D7BD. View the Pantone, CMYK and RGB formats here.
The Colt Stream graphic is a visual element that makes up a key part of our brand assets. Unique to our brand, it’s made from the Colt logo and symbolises connectivity and performance.
Have a question?
Have a question about something not mentioned in any of our brand guidelines? Send us a question via email and we'll get back to you as soon as we can.
