Brand Guidelines
This is a reference to guide the communication and design of the Echelon brand. It introduces our new identity and explains the guiding principles for using the elements of our brand.
This is a reference to guide the communication and design of the Echelon brand. It introduces our new identity and explains the guiding principles for using the elements of our brand.
The Echelon brand is more than a single mark. Our brand lives in the relationships that we build, and the work that we deliver for our clients. The brand system outlined here is how we link each meaningful moment and exchange to the Echelon brand. That brand is reinforced through consistent use of brand elements like our voice, logo, and colors. We built these guidelines to make that easier.
In the sport of cybersecurity and privacy, Echelon is the best coach you have ever had. We help you level up. We are the best coach for our clients, and for our team members. Inherent in this stance is the understanding that strength and posture are built incrementally over time and that people and organizations start at different levels.
The Echelon Identity pillars are the foundation of who we are. They are inextricably linked to the emotional and functional outcomes of how we serve and empower our clients. Our identity, positioning, and philosophy define what Echelon was founded on and guide our focus for the future.
Real data and real people are at risk. Each successfully executed breach and ransom funnels money and resources to bad operators and fuels future threats that put us all at risk. Echelon is singularly focused on mitigating risk and strengthening security for our clients, and openly contributing to the cybersecurity community that protects all of us.
We don’t just address one point of threat, we identify human points of failure on top of processes and systems, creating layered fences of security. We help our clients achieve lasting outcomes with solutions that are tailored for them, and most critical to their business needs and security concerns.
We create areas of opportunity to inspire and engage smart people with diverse technology expertise, bring them into the security profession, and give them a path and purpose. Diverse backgrounds mean diverse experiences, and flexible thinking in the face of threats. We’re here to find the most qualified individuals and create an environment where they will thrive with field work that is engaging and enriching.
You will always understand the what, why and how of our work and your security vulnerabilities. We’re knowledgeable, pragmatic and honest about the threats that exist, and we practice exceptional transparency in our approach and our solutions.
We know how to speak to all parts of your organization from the C suite to technical business units. We tailor reports and communications to be clear, concise, and give you exactly what you need to act.
Our logo is the distillation of our visual identity. Presenting the logo in the best light across a variety of situations ensures that we are recognized for who we are and the work we do.
Covert Ops meets Terminal Wizard. The font sports a squared balance, while maintaining airiness and openness. The plus sign represents our singular focus and our dedication to considering at all sides of a situation.
Sharp and clear, our wordmark melds a professional impression with a nod to terminal and code fonts.
The Glitch is our brand mark. It holds several meanings and illustrates our perspective and the way we empower clients.
Echelon Formation /// We align behind each other and our clients to move as a single unit while identifying and neutralizing security threats.
Security Gaps /// Security gaps are easily overlooked. Echelon's focus highlights them so they can be eliminated.
Leveling Up /// Strengthening your risk posture is a process of continuous improvement, of leveling up.
We highlight the gaps, and provide our expertise, so that gaps become steps to level up.
While our Wordmark or Glitch can be used independently in designs as applications require, there are four approved lockups for combining the Wordmark and Glitch.
Each lockup works best when placed as illustrated.
Our brand colors are carefully selected to balance our approachable personality with our technical edge. They are always bold and primary, never faded.
Echelon Blue paired with Acid Yellow are the primary brand identifiers and should always be used, with Blue Screen of Death and Red Alert used more sparingly as highlights to attract attention.
The Echelon brand is conceived to shift comfortably between a streamlined corporate aesthetic and a bolder, electric presence. This allows us to reach both established corporate clients and to recruit talent on the cutting edge of technology and security. Much of the execution of this strategy is achieved through the intentional use of color combinations. Specifically, an Echelon Blue base + Acid Yellow + Terminal Gray is a streamlined brand presentation that is reflected in our standard templates and tailored to resonate with a corporate audience.
The preferred color combination is Echelon Blue and Acid Yellow. The following color combinations maintain brand impression, contrast and readability.
01 - Red Alert on Deep Blue
02 - Red Alert on Echelon Blue
03 - Red Alert on Blue Screen of Death
04 - Acid Yellow on Deep Blue
05 - Acid Yellow on Echelon Blue
06 - Acid Yellow on Blue Screen of Death
07 - Terminal Gray on Deep Blue
08 - Terminal Gray on Echelon Blue
09 - Terminal Gray on Deep Blue
10 - Terminal Gray on Echelon Blue
11 - Terminal Gray on Blue Screen of Death
12 - Deep Blue on Terminal Gray
13 - Echelon Blue on Terminal Gray
14 - Blue Screen of Death on Terminal Gray
15 - Echelon Blue on Acid Yellow
16 - Deep Blue on Acid Yellow
17 - Blue Screen of Death on Acid Yellow
18- Acid Yellow on Red Alert
19- Echelon Blue on Red Alert
20- Deep Blue on Red Alert
Typography is a critical element of all brands. The written word holds more visual real-estate and attention than the logo and serves to reinforce the brand feel in a subtle and lasting way.
Within the Echelon brand, the typographical language of cyber is linked to glowing screens, pixellated terminals and the angular characters of code. Our typeface selection is a nod to these inspirations.
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Dico Sans is a sans-serif typeface designed by Pieter van Rosmalen of Bold Monday. It is an original, slightly offbeat typeface produced with great care and attention to detail.
Dico Sans is used for secondary headlines, body font and small type, set with a standard or slightly expanded line height for improved legibility.
RrSkCcYyBbRr#21*
Aaux Next is a sans-serif typeface designed by Neil Summerour. The face balances a geometric as well as a humanist feel.
Aaux Next is our logo font, and is used in logos for programs and initiatives.
Aaux Next Bold can be used for titles, navigation, labels, section dividers and captions, Aaux Next Bold is set in all caps.
Aaux Next Semibold with expanded letter spacing is used for quotes and to highlight key concepts and phrases.
When Dico Sans and Aaux Next are not available or applicable, Franklin Gothic in Microsoft Office apps or Google's Open Sans can be substituted.
Iconography and illustrations are presented sparingly and to punctuate ideas. Line work and concepts are illustrated using clean lines and minimal character. Concepts should be clear and direct.
Line work is always presented in Echelon Blue, with additional accent colors highlighting the background of the line work. For reversed applications, use Acid Yellow to frame and contain the Echelon Blue line work for maximum clarity.
01 - Data Analysis
02 - Algorithm
03 - Cyber Security
04 - Privacy
05 - Secure Device
Photography is used sparingly and with specific purpose. The Echelon brand colors are the primary presence and never overshadowed by the use of photos.
Full-color photography shows the Echelon team, and the people and environments that are affected by the work that Echelon does. When working environments are shown, they are not idealized and unnaturally structured. The diversity spaces in which work takes place today and the natural disorder of working environments is an illustration of why cybersecurity is an essential service.
Monochome imagery is always presented using Echelon's color palette, with Echelon Blue and Acid Yellow the preferred combination. Black and white photography is not used. Generic textures are avoided except in alignment with the colors and Echelon brand.
All included photography is copyright protected and meant for reference only, not for use.
01 - Capture natural and authentic poses.
02 - Capture diversity of gender and ethnicity when possible.
03 - Avoid suits and ties when shooting portraits of Echelon's people.
03 - Avoid front-flash and harsh lighting.
04 - Use large key lights with a soft box when shooting portraits for smoother shadows, and a more approachable look.
01 - Utilize natural lighting and use fill lights when applicable.
02 - Macro to micro views of environments and details.
03 - Utilize a shallow depth of field for variety and contrast of imagery.
01 - Avoid Black and White, always use the Echelon color palette or full color on concepts and textures.
02 - Avoid using trite visual metaphors or arbitrary examples - our talent can read code and understands how technology functions in concrete terms. Our imagery should aim to meet that standard of understanding.
Tone of voice defines the way we speak and write – it is integral to set ourselves apart as a brand and manifest our values in the real world. Voice captures the constant characteristics of our personality - what makes us distinctly us.
We use direct, concise language that seeks to inform, not overwhelm.
We connect our technical expertise to relatable human impact and real world examples (e.g. the $$ impact of ransomware, employee privacy etc.) so that our content can connect with a broader audience.
When we speak or write, the client comes first. We lead with their needs rather than our capabilities.
We speak and write in an engaging voice that allows our personality to come through and makes interactions with our people and our content not only more informative, but also more enjoyable.
We strive to be of service in every interaction, no matter how small.
Our clients seek out our perspective to help them feel knowledgeable about the significance of current events, (like SolarWinds) and the impact of emerging technologies on cybersecurity.
The following brand design applications provide guidance and inspiration for how to leverage the brand elements in the real world.
