Brand
Logo
Primary (Word mark)
Use the black logo on light backgrounds and the white logo on dark or coloured backgrounds to ensure maximum legibility and brand consistency.
In certain situations, coloured versions of the logo may be used using the approved brand colour palette below. These should be reserved for specific campaigns, seasons, or creative applications (such as Christmas, Easter, conferences, or special events) while maintaining the overall integrity and recognisability of the brand.
Secondary (letter mark)
Tertiary (Icon)
The primary logo should be used in most situations and is the preferred logo for all official communications. Use it wherever space allows, including websites, presentations, printed materials, signage, and social media graphics.
The primary logo is available in both horizontal and stacked formats and may be used with or without the border, depending on the layout and application. Choose the version that best suits the available space while maintaining clarity, balance, and consistency.
The secondary letter mark is ideal for situations where the primary logo would not be easily readable due to size or space limitations. It provides a simplified brand presence while remaining instantly recognisable.
It works particularly well for social media profile images, favicons, merchandise, icons, and other small-format applications.
The tertiary icon should be used as a supporting brand element rather than a replacement for the primary logo. It is ideal for decorative applications, patterns, social media highlights, watermarks, and situations where The Ark brand is already clearly established.
The icon will also be incorporated into any future ministry or event logos to maintain a consistent visual connection across the wider branding.
Font
The Ark uses a simple and flexible typography system consisting of a header font and a body font. These fonts should be used exclusively across all primary communications to ensure consistency and recognisability throughout the brand. Additional fonts may be used selectively for specific events, campaigns, or creative applications where appropriate.
Headings - Pridi
The header font should be used for titles, headings, and key statements. It helps establish visual hierarchy and draw attention to important content. The header font should always be used in bold and in uppercase (capital letters) to maintain consistency and visual impact across the brand. Font files are provided and should be used in their approved format to ensure consistency across all applications.
Body - Roboto
The body font should be used for all supporting copy and longer-form content. It has been chosen for clarity, readability, and versatility across both digital and print applications.
Colours
The Ark colour palette has been designed to complement the brand while maintaining clarity, consistency, and readability across all applications.
Black and white should be used as the primary colours for text wherever possible, ensuring strong contrast and maximum legibility across digital and printed materials. The supporting colour palette should be used to add warmth, depth, and visual interest, rather than replacing black and white as the primary means of communication.
When using colour, always consider contrast and readability. Colours should support the content, not compete with it. Consistent use of the palette will help create a cohesive and recognisable brand experience across all Ark communications.
Additional colours may be introduced for seasonal messaging, special events, or specific campaigns. These should be used sparingly and only as accents to the core palette, ensuring the overall brand remains consistent and instantly recognisable.
Primary
#c21738
Secondary
#d4581b
#f7ab1d
#d7b587
#59b8b0
Tertiary
#083554
The primary colour palette forms the foundation of The Ark brand and should be used wherever possible across digital, print, and environmental applications. These colours create the most recognisable expression of the brand and should take priority in all communications.
The secondary colour palette is designed to complement and support the primary colours. These colours can be used to add variety, create visual hierarchy, or differentiate content while maintaining a consistent brand identity.
These colours are intended to add warmth, depth, and variety to the brand while maintaining a cohesive visual identity. They are best used for featured content, section backgrounds, and creating visual hierarchy throughout communications.