Logo

Accepted

The logo's form and colour stay the same everywhere, and what the symbol is filled with changes with the context.

Why it looks like this

The symbol can be filled with photography, a petrol gradient, motion or video, which keeps it warm and present rather than institutional. Conservative healthcare brands lock their symbol down; Aleris does the opposite on purpose, because a mark that holds a real photograph of a real place says something an abstract shape cannot.

One sender builds trust. A person referred between three Aleris units should not have to work out whether they are dealing with one organisation or three, so the sender is always Aleris.

What never changes

Do not alter the logo or crowd it
Do not rearrange, distort, stretch or recolour it, add shadows, glows or outlines, or place it on a busy or low-contrast background; rotate, tilt or animate it only where that is specifically stated. Each of these rules protects recognition.
The symbol never stands in for a letter
Do not use it in place of the letter A, or as an element in running text.
Clear space of 50% of the logo's height on every side
Nothing enters it, including text, images and other logos, so the mark can always be seen and recognised at once.
Never below 24px high
Below that the wordmark can no longer be read, so the favicon is used instead.
The horizontal logo is primary
The vertical variant is used only when the horizontal logo could not fit without dropping below 32px high.
The sender is always Aleris, never a sub-brand
It is always the full logo, with no product, unit or specialist-area name added. It sits in a corner, most often top left, and in much printed material bottom right.
The symbol never stands in for the logotype
A symbol with text beside it is a substitute logotype, at any size. On a tote bag or a poster it may stand alone as the design, when the full logo is close by.

How to apply it

Digital

Where the symbol stands for Aleris as an account or an app, such as a browser tab, an app icon or a profile image, it is the symbol in sand on petrol. At sizes too small for its three rings to resolve, a variant generated from the mark is used, and nobody redraws it by hand.

Pattern and interiors

The symbol can be used as a pattern on graphic design, clothing and textiles, and in interiors, for example frosting on glass. A pattern decorates and does not identify, so the surface still needs the logotype wherever a sender has to be stated.

What good looks like

Do
The full logo in a corner
Symbol and word together, most often top left, and bottom right in much printed material.
Don't
The symbol alone in the corner of a digital service or a letterhead
That position belongs to the full logo.
Do
The symbol alone as a browser-tab icon
There is no room for the wordmark, so the symbol carries the mark.
Don't
The symbol with "Aleris" typed beside it in another typeface
It becomes a self-assembled lockup.
Do
One Aleris logo for every unit
The reader sees one organisation, however many units they meet.
Don't
A product, unit or specialist-area name added to the logo
It turns the logo into a lockup of its own, and the sender stops being Aleris.

Asked about logo

Can the browser-tab icon be the symbol on its own, without the wordmark?
Can I put our unit's name next to the logo?
Can I have an AI tool draw the logo into an image?

Creating with logo

How it is checked

The symbol carries its own proportions and its own size floor
The shipped constants file states what the package and the drawing state
The logo minimum height is at least what the type floor implies

Read from lib/logo-minimum.test.ts at build.

Source and status