Icon Mark (TBA)

In high-awareness markets, we lead with icon mark. There is power in owning a letter of the alphabet: it’s universal and instantly identifiable as shorthand for our brand. The FL must always appears in its color.

Clearspace

We want our logos to feel bold and clearly visible. They must be given room to breathe, and never overpowered by other design elements. For our logo, this clear space is established by using the line height between "The" and "FutureList".

Co - Branding Lockup

Co-branding must be reproduced only from approved and outlined instructions from this guidebook. Don't alter the specified cobranding lockup in any way.

The FutureList | The ROOM lockup

Use this lockup in situations where The FutureList and The ROOM brands are appearing together in a communication asset such as posters and videos. This is to help maintain a consistent look and a sense of cohesion between the elements.

Always place the The FutureList logo on the left side of The ROOM logo. A vertical line is the separator for the two logos.

The FutureList | ALX lockup

Use this lockup in situations where The FutureList and ALX brands are appearing together in a communication asset such as posters and videos. This is to help maintain a consistent look and a sense of cohesion between the elements.

Always place the The FutureList logo on the left side of The ALX logo. A vertical line is the separator for the two logos.

The FutureList | ALI lockup

Use this lockup in situations where The FutureList and ALI brands are appearing together in a communication asset such as posters and videos. This is to help maintain a consistent look and a sense of cohesion between the elements.

Always place the The FutureList logo on the left side of The ALI logo. A vertical line is the separator for the two logos.

Logo Usage

Use the black logo whenever the logo appears standalone or over white. This version is used on both internal and external materials. Use the white logo whenever the logo appears over any colour or imagery. This version is used on both internal and external materials.

Brand Colours

Brand Colours

The FutureList visual identity relies heavily on the use of colour. The palette consists of a complementary range of colours that work well in almost any combination.

Primary Colours

Use these colour proportions in any layout or collateral design. Use only white text on core colours with an exception where white is the core colour. Do not interchange the use of black and white text according to preference, as these colour combinations are specifically approved for accessibility. Use primary colours for headings and subheadings.

Secondary Colours

Secondary colours can be used with our core colours, but this should be limited. Do not use secondary colours for headings and subheadings.

Background Colours

Typography

In order to maintain assertive and readable communication in various media, we will be using Helvetica. This font should be used in all web and print applications.

Headlines Usage

Use the black text over white backgrounds on both internal and external materials. Use the white text over any color or imagery on both internal and external materials.

Headlines ( h1, h2, h3 )

The FutureList headlines are set in Helvetica. When using Helvetica to create headings on embedded or printed collateral for The FutureList, always typeset it with optical kerning, set the tracking to 0, and set in sentence case.

Note: If converting G Slides to Keynote or PowerPoint, use Helvetica throughout for headlines and body text.

Body Text Usage

Use the black text over white backgrounds on both internal and external materials. Use the white text over any color or imagery on both internal and external materials.

Body (Body Text Copy)

Typeset all text and paragraph text in Helvetica. When usingHelvetica to set text on embedded or printed collateral for Slack, always typeset it with optical kerning, set the tracking to -10, and set in title case or sentence case (as determined by the content). 

Graphic Style

Photography

Ideally, photography should look and feel natural in its environment, without over-correcting the colours or over-processing the image. There should be no rigidity or staging in portraits; they should reflect the individual's upbeat personality.

In both people and background photography, authenticity should be exhibited, as well as a positive, confident attitude toward learning, doing, and growing.

Stock Photography