Appian

📋 1 Guidelines

🔗 Connections

Sector

Software

Region

Usa

Guideline Year

2021

Language

English

Tags

Software

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • Appian helps organizations build apps and workflows rapidly, with a low-code automation platform. Combining people, technologies, and data in a single workflow, Appian can help companies maximize their resources and improve business results. Many of the world’s largest organizations use Appian applications to improve customer experience, achieve operational excellence, and simplify global risk management and compliance [^1].
Core Values
  • innovation
  • efficiency
  • empowerment
  • operational excellence
  • customer experience
  • compliance
Target Audience
  • Large organizations and enterprises seeking to improve customer experience, achieve operational excellence, and simplify global risk management and compliance through low-code automation [^2].
Personality Traits
  • professional
  • modern
  • human-centric
  • minimalistic
  • forward-thinking
Visual Identity Overview
  • The visual identity is minimalist and sleek, emphasizing geometric patterns, bold sans-serif typography, and a contemporary color palette dominated by blues and whites. The brand uses graphic elements with a 45-degree slant, clear logo usage rules, and consistent typefaces to convey clarity, modernity, and professionalism [^3].

Categories

Brand Imagery
  • Our “node in action” becomes our main graphic element, frame for photography and quote marks.
  • Here are some examples of how we can use the node approach to create other simple graphic shapes, using the same diagonal angle to convey that forward momentum.
  • When crafting pieces of Appian communication, use graphic elements (i.e. node of action, computer chip, or capsule) to house distinct areas for photography and content.
  • Use shapes to create space.
  • Shapes help organize content and provide clarity to key messages.
  • Maintain the 45-degree slant that always points to the top-right.
  • This angle references how the “i” dot is cut in Appian’s logo and how that upward, forward momentum feels. No matter how you transform the graphic elements, the angle should be preserved.
  • Draw attention by adding a secondary color.
  • Whether the shape is filled or outlined, using a secondary or primary color brings a dash of vibrancy and spirit to the communication.
  • Center photography within the shape.
  • This helps highlight Appian’s emphasis on the human element and how we are empowering the individual.
  • Layout setup using one graphic shape: By using one shape that divides the space, it creates a simple layout where the distinction between photography and content is clear.
  • Layout setup using two graphic shapes: The combination of two shapes creates more complex and unique designs. This involves looking at the balance and alignment between all the elements.
Color Palette
  • Dark Blue RGB 2, 10, 81 CMYK 100, 98, 27, 40 HEX #020A51
  • White RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #FFFFFF
  • Vibrant Blue RGB 35, 34, 240 CMYK 85, 76, 0, 0 HEX #2322F0
  • Pale Blue RGB 243, 249, 255 CMYK 11, 3, 0, 0 HEX #F3F9FF
  • Cheddar RGB 252, 184, 88 CMYK 0, 34, 83, 0 HEX #FCB858
  • Power Green RGB 56, 207, 127 CMYK 78, 0, 77, 0 HEX #38CF7F
  • Turbo Purple RGB 157, 77, 227 CMYK 53, 76, 0, 0 HEX #9D4DE3
  • Pomegranate RGB 221, 52, 87 CMYK 0, 99, 57, 0 HEX #DD3457
Typography
  • To ensure consistency across all our communications, we use two typefaces: Effra and Mulish. In general we use Effra as the main headline and subheadline typeface while Mulish is used for body copy only.
  • Effra is a sans-serif typeface that feels simple and human. It features clean lines, rounded open shapes, and balanced spacing between each letter.
  • Effra Bold
  • Effra Regular
  • Mulish Regular
  • Mulish Light
  • When the preferred brand typefaces are not available for use in word processing applications, Tahoma should be used as a system font or GSuite and Office 365 program alternative.
  • Tahoma Bold for headlines
  • Tahoma Regular for subheads and body copy
  • Anchor these media property lockups with the circle shape that houses the Appian “a” letterform. Align the base of the letterform to the base of the Appian “a” and maintain a clear space. Use Effra Regular as the font for the name.
  • Use Effra Regular in dark blue to treat the event name. Set the spacing between the Appian logo and event name 1-1/2 “a” letter spaces from the bracket shape. Scale the logo proportionally so the bracket maintains its size relative to the Appian logo and event name.
  • Look to the natural horizontal lines that form the bowl of the “a” letterform and use those lines to create the line-spacing for two lines of right-aligned, Effra Regular text. If there is only one word in the lefthand side, top-align that text and keep the same height as you would for two lines.
  • Look to the natural horizontal lines that form the bowl of the “a” letterform and use those lines to create the line-spacing around the circular element.
Logo Usage
  • Here are our main two variations of the logo in Appian blue and in white. It is important that the logo is displayed clearly against the background and without obstruction.
  • In instances when the logo has to be displayed or printed in black and white, making the logo black is allowed.
  • Use the white logo on darker backgrounds.
  • Give the logo a clear area on all sides to ensure clarity from other elements.
  • Using the “a” letter as the unit for deriving a clear space
  • This is the smallest size the logo can be shrunk down to to preserve legibility, especially looking at the complex “a” letterforms.
  • 0.5”
  • 36px
  • Here are some rules that would help preserve the integrity of the logo. Don’t distort or stretch logo appian appian Don’t recolor logo XDon’t change the letter spacing appian appian Don’t add gradient Don’t outline logo appian Don’t add drop-shadow Don’t use at an angle without prior approval from Brand team appian
Visual Style
  • Here are our main two variations of the logo in Appian blue and in white. It is important that the logo is displayed clearly against the background and without obstruction.
  • In instances when the logo has to be displayed or printed in black and white, making the logo black is allowed.
  • Use the white logo on darker backgrounds.
  • Give the logo a clear area on all sides to ensure clarity from other elements.
  • Using the “a” letter as the unit for deriving a clear space
  • This is the smallest size the logo can be shrunk down to to preserve legibility, especially looking at the complex “a” letterforms.
  • 0.5”
  • 36px
  • Here are some rules that would help preserve the integrity of the logo. Don’t distort or stretch logo appian appian Don’t recolor logo XDon’t change the letter spacing appian appian Don’t add gradient Don’t outline logo appian Don’t add drop-shadow Don’t use at an angle without prior approval from Brand team appian
  • Dark Blue RGB 2, 10, 81 CMYK 100, 98, 27, 40 HEX #020A51
  • White RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #FFFFFF
  • Vibrant Blue RGB 35, 34, 240 CMYK 85, 76, 0, 0 HEX #2322F0
  • Pale Blue RGB 243, 249, 255 CMYK 11, 3, 0, 0 HEX #F3F9FF
  • Cheddar RGB 252, 184, 88 CMYK 0, 34, 83, 0 HEX #FCB858
  • Power Green RGB 56, 207, 127 CMYK 78, 0, 77, 0 HEX #38CF7F
  • Turbo Purple RGB 157, 77, 227 CMYK 53, 76, 0, 0 HEX #9D4DE3
  • Pomegranate RGB 221, 52, 87 CMYK 0, 99, 57, 0 HEX #DD3457
  • To ensure consistency across all our communications, we use two typefaces: Effra and Mulish. In general we use Effra as the main headline and subheadline typeface while Mulish is used for body copy only.
  • Effra is a sans-serif typeface that feels simple and human. It features clean lines, rounded open shapes, and balanced spacing between each letter.
  • This sans-serif typeface is minimal in design and simple in form.
  • When the preferred brand typefaces are not available for use in word processing applications, Tahoma should be used as a system font or GSuite and Office 365 program alternative.
  • Tahoma Bold for headlines
  • Tahoma Regular for subheads and body copy
Layout And Composition
  • Give the logo a clear area on all sides to ensure clarity from other elements.
  • Using the “a” letter as the unit for deriving a clear space
  • This is the smallest size the logo can be shrunk down to to preserve legibility, especially looking at the complex “a” letterforms.
  • 0.5”
  • 36px
  • Here are some rules that would help preserve the integrity of the logo. Don’t distort or stretch logo appian appian Don’t recolor logo XDon’t change the letter spacing appian appian Don’t add gradient Don’t outline logo appian Don’t add drop-shadow Don’t use at an angle without prior approval from Brand team appian
  • When crafting pieces of Appian communication, use graphic elements (i.e. node of action, computer chip, or capsule) to house distinct areas for photography and content.
  • Use shapes to create space.
  • Shapes help organize content and provide clarity to key messages.
  • Maintain the 45-degree slant that always points to the top-right.
  • No matter how you transform the graphic elements, the angle should be preserved.
  • Draw attention by adding a secondary color.
  • Whether the shape is filled or outlined, using a secondary or primary color brings a dash of vibrancy and spirit to the communication.
  • Center photography within the shape.
  • This helps highlight Appian’s emphasis on the human element and how we are empowering the individual.
  • Layout setup using one graphic shape: By using one shape that divides the space, it creates a simple layout where the distinction between photography and content is clear.
  • To the right we have layout examples of where photography could go in the X-ed placeholder shapes while copy could potentially live in the gray spaces.
  • Layout setup using two graphic shapes: The combination of two shapes creates more complex and unique designs. This involves looking at the balance and alignment between all the elements.
Brand Architecture
  • Anchor these media property lockups with the circle shape that houses the Appian “a” letterform. Align the base of the letterform to the base of the Appian “a” and maintain a clear space. Use Effra Regular as the font for the name.
  • In prior years we have attached the event year as part of the marketing, going forward, in an event to simplify, event names will no longer carry the year in which they occur.
  • Only use these alternative lockups when vertical space is limited.
  • Use Effra Regular in dark blue to treat the event name. Set the spacing between the Appian logo and event name 1-1/2 “a” letter spaces from the bracket shape. Scale the logo proportionally so the bracket maintains its size relative to the Appian logo and event name.
  • The event lockups should follow the same usage guidelines as the corporate logo.
  • Look to the natural horizontal lines that form the bowl of the “a” letterform and use those lines to create the line-spacing for two lines of right-aligned, Effra Regular text. If there is only one word in the lefthand side, top-align that text and keep the same height as you would for two lines.
  • The outreach lockups should follow the same usage guidelines as the corporate logo.
  • Look to the natural horizontal lines that form the bowl of the “a” letterform and use those lines to create the line-spacing around the circular element. The smallest size the seal can be shrunk down to is 45px (.625") to preserve legibility.
  • The certification badges should follow the same usage guidelines as the corporate logo.
  • Horizontal layout
  • The partner lockups should follow the same usage guidelines as the corporate logo.
Co Branding
  • How the Appian logo should appear alongside another company logo Horizontal layout Using the “a” letter as the unit for deriving a clear space Stacked layout Using the “a” letter as the unit for deriving a clear space
  • The partner lockups should follow the same usage guidelines as the corporate logo.
Brand Partnerships
  • How the Appian logo should appear alongside another company logo Horizontal layout Using the “a” letter as the unit for deriving a clear space Stacked layout Using the “a” letter as the unit for deriving a clear space
  • The partner lockups should follow the same usage guidelines as the corporate logo.
Certification Badges
  • Look to the natural horizontal lines that form the bowl of the “a” letterform and use those lines to create the line-spacing around the circular element. The smallest size the seal can be shrunk down to is 45px (.625") to preserve legibility.
  • The certification badges should follow the same usage guidelines as the corporate logo.
🐛 Report