Visual
Editorial

Overview

Our Logo

Our Brand Name

Color Palette

Fonts

Icons

Imagery

Resources

Fonts

Main font

ASAP

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

The standard font utilized in INFUSE communications is ASAP and its varying weights—bold, semibold, medium, regular, etc.

Designed by Pablo Cosgaya and Omnibus Type.

Download font files
Aa

Black

Aa

Bold

Aa

SemiBold

Aa

Regular

Aa

Italic

Secondary font

In case the ASAP font family is unavailable, please utilize Arial as the standard font.

Arial Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Arial Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Arial Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Arial Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Century Gothic Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Century Gothic Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr SS Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 @ # $ % ^ & * ( ) ? ! /

Typography System

The typographic system explains which typefaces should be used for various types of materials. Strict adherence to this system is essential for maintaining consistency of presentation of all materials, messages and documents across INFUSE.

Marketing collateral

/  Bookmarks  /  Business cards  /  Postcards  /  Flyer  /

Marketing material

/  One-Pagers  /  Case Studies  /  Whitepapers  /  eBooks  /

Web

/  Corporate Website  /  Social Networks  /  Landing Page  /

ASAP

Slideshows

/  Corporate Presentations  /

E-Correspondence

/  Email signature  /  Email-newsletter  /

ARIAL

Paperwork

/  Official Paperwork  /

CENTURY GOTHIC

Numbered, Bullet lists & Checkboxes

In addition to typeface and fonts, INFUSE branding also extends to formatting options such as bullet points, lists, numbers and checkboxes. Colors may vary, but must be variations of the established brand colors. INFUSE branding supports both single-tiered and dual-tiered unnumbered lists; custom graphics are not allowed for bullet points. 

Branded Highlights ‘Lemons’

Highlights themselves cannot be used as bullet points. They can be used to point to a single paragraph text to make a delicate emphasis. When using the lemon icon, the only permitted modification is changing its color within the brand palette.

  • Icons must be placed vertically centered on the capital letters in the text.
  • Icons must occupy the same height as those capital letters.

Checkboxes

Checkboxes within the INFUSE system use squares with rounded corners, maintaining consistency with the overall brand styling. They are reserved exclusively for to-do lists and should not be applied in any other context.

Usage of period in the lists

  • Boat
  • Anchor
  • Yacht
  • Lighthouse
Single list points have no period
  • Good orthography, grammar, and punctuation are essential to achieve success as a writer. Mastering these skills is an imperative to ensure copy quality.
  • For this client, our key objective was to generate awareness for their brand and UVP by educating prospects through a comprehensive content hub.
If at least one item of the list has more than one sentences, all items must have a period at the end.
  1. Good orthography, grammar, and mastering punctuation are essential for a successful writer.
  2. Mastering orthography, grammar, and punctuation is essential for a successful writer.
  3. For this client, the key objective was to generate awareness for their brand and UVP by educating prospects through a comprehensive, educational content hub.
If all list items are single sentences, do not use periods
Awareness 
TOFU
Business 
professionals
Whitepapers, 
articles
Thought 
leadership 
and brand 
expertise
Decorative lists don’t use period at the end of the sentence

Figures

120M
120M+
35+
120 M
120+ M
35 +
120 000 000

Dates

(Source, YYYY)
MM/DD/YYYY

U.S.format

DD/MM/YYYY

EU format

Quotes

“”
‘’

Always use curly variations of quote marks and apostrophes.

“What results can INFUSE offer?”, asked the prospect.
“The ‘true power’ of brand-to-demand lies in its adaptability,” — said Alex.
«»

French quotation marks are not used

Dash

—

Em dash
Win: alt+0151
Mac: alt+shift+- 

–

En dash
Win: alt+0150
Mac: alt+- 

-

Hyphen

−

Minus
Unicode 2212

Capitalization

Title case

Capitalize nouns, pronouns, verbs, adjectives, and adverbs. Do not capitalize articles and short conjunctions and prepositions, 
such as:

a
but
at
an
of
for
in
the
with
into
and
on
or
to
from
Brand-to-Demand: The Future of B2B Growth
Brand-to-Demand: The Future of B2B Growth
Brand-to-demand: the future of B2B growth

Don’t use sentence case in headings

Brand-to-Demand: The Future Of B2B Growth

Do not capitalize articles and short conjunctions and prepositions

CTA

Regular CTAs, such as those directing readers to related pieces in our articles, are written in sentence case. However, two instances of CTA copy must be fully rendered in uppercase:

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The first line of final CTAs, usually comprising three sentences in total