Brand
guidelines
01
Introduction
- Welcome
- How to use these guidelines
- Centalion: Moving as one
01.1
Welcome
Centalion moves vital resources from where they are sourced and stored to where they are demanded most. Our brand exists to help us do that as one team.
These guidelines are the single source of truth for how Centalion looks, sounds and behaves. They set out the essentials: our logo, colour, typography and graphic elements, and how we use them together.
Every time someone sees Centalion, they should feel the same confidence, energy and partnership. That consistency is what builds a strong brand, and it depends on every one of us.
01.2
How to use these guidelines
Who they're for
Everyone who creates for Centalion: our people, our partners and our agencies.
What they cover
The core elements of our identity and the rules for using them. Section by section, from logo to governance.
Use the master files
Always work from the supplied artwork, fonts and templates in Resources. Never redraw or recreate them.
Guidance, not a cage
The rules protect the brand; the examples show what is possible. When something isn't covered, ask before you create.
Always up to date
The latest version lives online at brand.centalion.com. If you're reading a PDF, check there for updates.
01.3
Centalion:
Moving as one
Our idea is simple: move as one. Our promise is to turn partnership into momentum.
Shared challenges forge collectives. No single perspective holds the whole picture. We champion each other, agile in response and united in conviction.
[Draft — to be enriched with key messages from the Sardinia event]
02
Logo
- Our logo
- The shield and the wave
- Wordmark
- Clear space and minimum size
- Colour versions
- Logo misuse
02.1
Our logo
Our logo is the clearest expression of Centalion. It brings together the shield, which carries the wave, and the Centalion wordmark. It comes in two lockups: horizontal, our first choice, and stacked, for narrow or square spaces.
02.2
The shield
and the wave
The shield is our symbol of strength and protection. Within it sits the wave: chevrons moving forward together, showing many parts moving as one. Use the shield on its own only where the Centalion name is already clear, such as app icons, social avatars and merchandise.
02.3
Wordmark
Our wordmark is custom-drawn artwork. Never retype it in any font, including Arizona Flare. Use the supplied files only.
02.4
Clear space and minimum size
Clear space: keep an area free of text and graphics around the logo equal to x, the height of the shield's top notch.
Minimum size: horizontal lockup 30 mm in print and 120 px on screen; shield alone 8 mm or 24 px. [Sizes to confirm against master artwork]
Minimum sizes
02.5
Colour versions
Choose the version that gives the strongest contrast with the background.
[Photography version to be supplied with vector pack]
02.6
Logo misuse
To protect our logo, never alter it. Some common mistakes:
Don't stretch or distort
Don't rotate
Don't place on busy backgrounds
Don't recolour
Don't rearrange the elements
Don't add effects or shadows
Don't outline
Centalion
Don't retype the wordmark
03
Colour
- Core colours
- Secondary palette: the Marine ribbon
- Pop colours
- Colour proportions
- Colour values
- Contrast and accessibility
04
Typography
- ABC Arizona Flare (primary)
- DM Sans (body)
- Type hierarchy
- Emphasis colour rule
- Office and system fallback fonts
05
Graphic elements
- The Flare (grid system)
- Connector icons (node system)
- The wave (pattern from the shield)
- Shield as frame
06
Brand governance
- Brand ownership
- Decision rights
- Approval authorities
- Approvals process
- Requesting exceptions
07
Resources
- Asset downloads
- Templates
- Contacts