Brand guidelines
The AURORA brand.
A short reference for using the AURORA Academy name, logo, colours and voice consistently.
Logo variants
Clear space & minimum size
- Clear space: keep empty space around the logo equal to the height of the monogram on every side (shown faintly in the corner of the diagram).
- Minimum lockup width: 120px on screen.
- Minimum monogram height: 32px on screen.
- Below these sizes, use the monogram alone.
Colour
Navy
#0F2A4F
Bright blue
#356FE9
Sky
#65B6FF
Deep ink
#132541
Muted
#60718A
Hairline
#DAE7F5
Glacier
#F6FAFF
Powder
#EAF3FF
Mint
#C7F5E6
Lavender
#EEE8FF
Peach
#FFF1E9
White
#FFFFFF
Typography
Headings · Outfit 700/800
Bright beginnings
Aa Bb Cc 0123
Body · DM Sans 400/500/700
Every learner brings a different mix of strengths, questions and challenges.
Medium 500 · Bold 700
Tagline
A Bright Beginning to a Bright Future
Voice
Calm
Unhurried, reassuring language. No urgency tricks.
Hopeful
Focus on growth and the next step forward.
Honest
No invented numbers, guarantees or promises.
Parent-first
Plain words that answer what a parent needs to know.
Don'ts
- Don't stretch, squash or rotate the logo
- Don't recolour it outside the brand palette
- Don't place it on busy photos or patterned backgrounds
- Don't add shadows, outlines or effects
- Don't rearrange the monogram and wordmark