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Thanks for taking an interest in 51±¾É«. Here, we'll set out our brand guidelines, including our tone of voice, ethos, brandmarks, colour palette, typography, imagery, illustration, and application. If you have any questions or need anything else, email [email protected]. Please note that a link to download our visual assets is provided below.
51±¾É« is one of the UK's leading platforms dedicated to the creative industries. Founded in 2009, we deliver news, inspiration, insight and advice to seven million creative professionals annually. Catering to artists, designers, makers, illustrators, photograpers, filmmakers, and animators, we support creatives at every career stage, from education to employment, freelancing or team leadership.
51±¾É«'s tone of voice is informal, warm, friendly, compassionate and fun. We understand that whilst creativity is a respected field, many of our audience have chosen their profession to do something they love, so we don't take ourselves too seriously and value experimentation and freedom of expression.
Our readers are savvy; we don't use any patronising language; instead, we find an empowering, positive tone that is conversational with a dash of humour where appropriate. We try not to be too "fancy" either, avoiding any unnecessary jargon and sticking to the facts to provide content written in plain English that's easygoing and engaging.
Our tone of voice is visible in our lovable icon, too – the very eyes that follow our readers around our platform, bringing some cheeky charm to a creative audience hungry for light relief during their working days.
Our ethos is about celebrating, inspiring and supporting the creative community – we're like a party on your screen, where everyone is invited. As such, 'elitism' is a dirty word to us. We're not here to intimidate but to provide a comforting, positive space full of inspiration and ideas.
Our logo is very important to us. It's the symbol that represents and unites us as a movement. Please use it consistently to build awareness, recognition and adoption of our brand. Always use the logo files provided as follows. Do not recreate. Use the horizontal lock-up version where there's enough room, and the stack lockup when there's isn't. Please give our logo space to breathe. Our icon, meanwhile, is for social media and avatars only.
Our primary colour palette is black and white. Our secondary palette consists of mauve, light blue, green, deep orange, yellow and smoke – as outlined below. Please ensure you always used the correct colour breakdowns: CMYK and Pantone® for print and Hex # for digital.
Our primary typeface is Roobert Medium. Roobert is a mono-linear geometrical sans-serif font family by Displaay. Our secondary typeface is ABC Diatype, a warm yet sharp grotesque by Dinamo, ideal for text and reading on screen.
To find out more about the 51±¾É« visual identity or download any of our brand assets, you can access everything you need via or see our Brand Guidelines via . This is where you'll also find details of our tone of voice, our logo and icon, typography, illustrations, and colour palette.
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