How to use this guide
The purpose of this guide is to help maintain API’s visual identity throughout all brand materials and design. It provides the visual tone for internal and external communications.
It explains how to use our logos, colours, typography, graphics and images in a consistent way.
Introduction
API is a life sciences hub, innovator, and facilitator
We provide the expertise, services, and infrastructure to help innovators in the life sciences industry launch their ideas for commercial success – bringing life-saving research to the real world.
We are collaborative and innovative. We aim to reflect the vibrancy and expertise of the people, research, and resources we connect.
Horizontal Logo
The API logo is an active and dynamic mark. It speaks to how API is a catalyst for life sciences developments and success. It depicts how API brings people and resources together and drives research forward from the bench to bedside.
The logo evokes a professional and engaging tone.
This is the primary logo for API and should be used whenever possible. Depending on production method or design, the logo can be used in the different colour variations shown on page 10.
Horizontal Logo
(with descriptor)
This version of the primary logo includes the descriptor “Life Sciences Applied.” It can be used where needed to better identify the company or help describe the industry.
Vertical Logo
The secondary, vertically aligned version of the API logo can be used when it better suits the design or application.
Depending on production method or design, the logo can be used in the different colour variations shown on page 10.
Vertical Logo
(with descriptor)
This version of the secondary logo includes the descriptor “Life Sciences Applied.” It can be used where needed to better identify the company or help describe the industry.
Logo Icon
The logo icon can be used as a stand alone mark for API.
A use-case example for the logo icon is a social media profile image. The small size of the profile image lends itself better to this variation of the logo. It will fill the space best and be more legible. The full company name can still be represented on the name of the account or on the page.
Depending on production method or design, the logo icon can be used in the different colour variations shown on page 10.
Colour Variations
The logo should be used in full colour (aqua and indigo) or semi-reverse (aqua and white) whenever possible.
Where production method or design requires it for legibility, it can be used in reverse (all white) or as one colour (indigo).
Download All Logos
Brand Palette
API’s colours are bold, innovative, and professional
API’s brand is comprised of two primary colours (logo colours), with secondary blues and a subtle grey where contrast or extended visual hierarchy is needed.
Colour Values
All the colours are intended to compliment one another and provide contrast and depth to the brand in a sophisticated way.
Pantone and CMYK values can be used when printing or physically producing materials. RGB and HEX values are intended for on-screen or digital uses.
Only full tints of the primary colours should be used on the logo. Lighter tints and shades of these colours can be used for backgrounds and graphics.
Applied Aqua
HEX: #00aec7
RGB: 0, 174, 199
CMYK: 74, 5, 21, 0
Innovate Indigo
HEX: #28334a
RGB: 40, 51, 74
CMYK: 89, 74, 44, 45
Tech Teal
HEX: #68d2df
RGB: 104, 210, 223
CMYK: 56, 0, 17, 0
Neuro Navy
HEX: #0d1119
RGB: 13 17, 25
CMYK: 94, 81, 57, 83
Bio Blue
HEX: #0099d8
RGB: 0, 153, 216
CMYK: 77, 24, 0, 0
Silver Spectra
HEX: #e0e0e0
RGB: 224, 224, 224
CMYK: 0, 0, 0, 12
White
HEX: #ffffff
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Gradients
Gradients made from API’s colour palette can be used in the brand. These help provide visually interesting backgrounds or give depth and dimension to design.
Gradients should not be used in the logo.
Both the light blue and dark blue gradients use one of the primary (logo) colours and subtly blend into one of the secondary colours.
Light blue gradient
Applied Aqua
HEX: #00aec7
RGB: 0, 174, 199
CMYK: 100, 13, 0, 22
Tech Teal
HEX: #68d2df
RGB: 104, 210, 223
CMYK: 53, 6, 0, 13
Dark blue gradient
Neuro Navy
HEX: #0d1119
RGB: 013 17, 25
CMYK: 48, 32, 0, 90
Innovative Indigo
HEX: #28334a
RGB: 40, 51, 74
CMYK: 46, 31, 0, 71
Poppins
Poppins is the brand typeface for API. This geometric sans serif supports a variety of weights (three of the weights commonly used in API’s brand are Light, Regular, and SemiBold).
Poppins is available through both Google and Adobe Fonts.
To maintain a consistent look and feel across API’s brand, please use Poppins for both print and online applications.
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How to Style Typography
Typography plays a large role in establishing visual language. It sets the tone of communication and provides clarity, style, and character. For a consistent style, follow the suggestions on this page.
Poppins Light or Regular is used for headings or large feature text. Regular is used for long format text such as paragraphs. SemiBold can be used where emphasis is needed on certain words or key pieces of information. Headings and titles should be set in sentence case.
For contrast and accessibility, use Tech Teal coloured text with Innovative Indigo backgrounds and vice-versa. This provides a high contrast ratio. Text should primarily be set in Innovative Indigo on white backgrounds.
Example typography formatting
Bringing life-saving research to the real world
API provides the expertise, services, and infrastructure to help innovators in the life sciences industry launch their ideas for commercial success. We empower commercial development while training the next generation of life science leaders.
Suggested Photography Style
API brings together the life sciences industry and research from post-secondary institutions. This collaboration is a catalyst and progression of the industry.
Imagery used in API brand materials should reflect key areas of industry collaboration, research and innovation, and consumer access to end products (real world applications).
Brand Graphics & Image Pairings
(hexagonal shaped images)
A hexagonal shape can be used to frame images in the API brand. It can also be accompanied by two outlined, rotated, hexagon shapes of the same size behind the image.
The outlined shapes can rotate slowly behind the image (when animations are an available option, such as on the website) for additional interest, depth, and dynamism to the graphic.
Brand Graphics & Image Pairings
(circular shaped images and hexagonal graphics)
Circles can be used to frame images in the API brand. It can be paired with a subtle hexagon shape behind the image when desired.
Hexagon shapes can also be used on their own as subtle background graphics.
