Brand
Guidelines

This guide defines the visual language, tone, and design principles that shape a clear and consistent Altum Academy brand experience – across platforms, disciplines, and teams.

At its core, Altum Academy is about conscious development and meaningful progress. We support individuals and organizations in expanding their competencies through high-quality education, thoughtful guidance, and access to real opportunities – including funding that makes growth attainable.

These guidelines outline the essential standards that bring the brand to life: from visual identity and typography to communication style and accessibility principles. Whether applied in digital environments or printed materials, they ensure that every touchpoint reflects Altum Academy’s values — clarity, care, and a sense of purposeful exploration.

01 Brand
Strategy

In today’s world of constant change, development often becomes reactive – driven by urgency rather than intention. Skills are acquired quickly, but not always meaningfully. Organizations and individuals invest time and resources, yet the sense of direction is sometimes lost.

Altum Academy brings clarity and structure to the process of growth.

Born from the need for conscious and purposeful development, Altum Academy was founded on a simple idea: learning should serve real goals, real people, and real contexts. We believe that education is most valuable when it combines high-quality knowledge with practical support and a clear sense of direction.

Our strategy is built around exploration rather than pressure. We support individuals and organizations in expanding their competencies through carefully designed training programs, a human approach to learning, and access to funding opportunities that make development achievable and sustainable.

At Altum Academy, growth is not a checkbox or a trend. It is a process we accompany with care, professionalism, and respect for individual pace. Because when development has meaning, progress becomes natural – and lasting.

02 Personality

Altum Academy’s voice brings the brand to life through clarity, empathy, and intention. The way we communicate reflects how we approach learning and development – with respect for individual paths, real-world context, and meaningful progress.

Through calm, human-centered language, we make growth feel accessible rather than overwhelming. Our communication is designed to support confidence, curiosity, and a sense of direction – so learning becomes a conscious choice, not an obligation.

Curious

Trustworthy

Supportive

Grounded

Tone & Voice

Our Vision: why we exist

To create space for conscious development – where learning supports real life, real work, and long-term fulfillment.

Our Mission: what we do

We support individuals and organizations in developing meaningful competencies through high-quality education, thoughtful guidance, and access to funding opportunities that make growth possible.

Our Promise: how we help

We accompany people and teams in their development journey with professionalism, empathy, and structure – helping them grow with confidence and purpose.

Sample Copy

Learning with Purpose

Development is most effective when it has context. At Altum Academy, learning is designed to support real goals, not abstract outcomes.

03 Logo

The Altum Academy logo is built around a minimal and symbolic form that represents growth, direction, and conscious exploration. At its core lies a stylized letter “A”, accompanied by a subtle arc that suggests ascent, movement, and an opening toward new horizons.

The upward gesture embedded in the mark reflects the brand’s name and philosophy – altum, meaning depth and height. Rather than expressing speed or pressure, the logo conveys calm progression and intentional development. It is a symbol of learning as a journey, not a shortcut.

Designed with clean geometry and restrained proportions, the logo balances clarity with character. Its simplicity ensures high legibility across digital and physical applications, while the distinctive arc introduces a sense of motion and curiosity – key elements of the Altum Academy identity.

More than a visual identifier, the logo represents Altum Academy’s role as a guide in the development process – present, reliable, and focused on meaningful progress.

Primary Lockup

Clearspace

Sygnet

Incorrect Usage

Partnerships

04 Color System

The Altum Academy color system is designed to support clarity, trust, and visual calm. Rather than relying on strong contrasts or short-lived trends, the palette emphasizes balance, restraint, and long-term usability.

Each color plays a specific role within the system – together they create a coherent visual language that supports learning, focus, and meaningful interaction across all brand touchpoints.

Primary Palette

The primary color palette defines the core visual identity of Altum Academy. These colors establish trust, professionalism, and stability, forming the foundation of the interface and brand presence across all key touchpoints.

Primary colors are used for navigation, headings, primary actions, and structural elements. They should remain consistent and dominant, ensuring strong brand recognition and visual coherence throughout the entire experience.

Primary

Night Sky

The core brand color representing trust, expertise and stability.

HEX: #1B2A4A
RGB: 27/42/74
--primary-color

Secondary

Orange

Accent color used for calls to action, highlights and key interactions.

HEX: #ED6E0C
RGB: 237/110/12
--secondary-color

Tertiary

Sand

A warm background color balancing and adding visual comfort.

HEX: #FFF1D6
RGB: 255/241/214
--tertiary-color

Supporting Palette

Supporting colors are used to enrich the visual language of the brand. They support storytelling, illustrations, backgrounds, and non-critical UI elements.

These colors are not intended for primary navigation, body text, or core actions. Their role is to add depth, hierarchy, and flexibility without disrupting clarity or usability.

Navy

Used to add visual depth and structure in supporting areas of the interface. Works well for backgrounds, illustrations and non-critical UI elements.

HEX: #2E4374
RGB: 46/67/116
--extra-color-1

Coral

Used as a warm supporting accent to guide attention in highlights, illustrations and secondary interactions. Adds energy and emphasis without competing with primary calls to action.

HEX: #F8A96C
RGB: 248/169/108
--extra-color-2

Softstone

Used as a soft, warm background tone to balance compositions and improve visual comfort. Ideal for large surfaces, section backgrounds and content separation.

HEX: #DBC9AE
RGB: 220/201/175
--extra-Color-3

Neutrals

Black

HEX: #000000
RGB: 0/0/0
--black-color

White

HEX: #FFFFFF
RGB: 255/255/255
--white-color

Shades

Primary / Navy / --primary-color

--primary-900

#121B31

--primary-800

#17233D

--primary-700

#1B2A4A

--primary-600

#23355C

--primary-500

#2E4374

--primary-400

#3A518C

--primary-300

#4B639F

--primary-200

#6E82B0

--primary-100

#AEB9D3

--primary-50

#E5E7F1

Secondary / Orange / --secondary-color

--accent-900

#7F3906

--accent-800

#A04A08

--accent-700

#C95C0A

--accent-600

#ED6E0C

--accent-500

#F58F40

--accent-400

#F8A96C

--accent-300

#FAC49A

--accent-200

#FFD8BF

--accent-100

#FFECDD

--accent-50

#FFF6EF

Tertiary / Sand / --tertiary-color

--sand-900

#9A866E

--sand-800

#B49F86

--sand-700

#CAB79F

--sand-600

#DCC9AF

--sand-500

#FFF1D6

--sand-400

#FFF4DE

--sand-300

#FFF7E8

--sand-200

#FFF9F1

--sand-100

#FFFCF8

--sand-50

#FFFEFC

Neutrals

--neutral-900

#1A1A1A

--neutral-800

#2C2C2C

--neutral-700

#4A4A4A

--neutral-600

#6E6E6E

--neutral-500

#9A9A9A

--neutral-400

#C1C1C1

--neutral-300

#D6D6D6

--neutral-200

#E8E8E8

--neutral-100

#F5F5F5

--neutral-50

#FAFAFA

UI Tokens

--background-alt-color

alternating sections

--paragraph-color

body text

--paragraph-alt-color

secondary text

--border-color

UI borders

System Tokens

Primary

--primary-color

--dark-color

--paragraph-color

--border-color

--placeholder-color

--background-color

Secondary

--secondary-color

--light-color

--paragraph-alt-color

--border-alt-color

Tertiary

--placeholder-alt-color

--background-alt-color

--tertiary-color

--black-color

--white-color

System

--success-color

--warning-color

--error-color

--success-light-color

--warning-light-color

--error-light-color

Extra

--extra-color-1

--extra-color-2

--extra-Color-3

--extra-Color-4

--transparent-color

Gradient Palette

Deep Ocean

Night Sky – Navy

Sunrise

Night Sky – Orange – Coral

Sunset Glow

Orange – Coral

Sunlight

Sand – Coral

Warm sand

Sand – Softsotne

Stone light

Softsotne – White

05 Typography

Altum Academy’s typography is designed to support clarity, focus, and long-form readability. It prioritizes calm rhythm and consistency over visual noise, allowing content to guide the experience rather than compete for attention.

Altum Academy’s typography is designed to support clarity, focus, and long-form readability. It prioritizes calm rhythm and consistency over visual noise, allowing content to guide the experience rather than compete for attention.

The typographic system reflects the brand’s approach to learning – structured, human, and intentional. Typography is treated as a functional layer that brings coherence across digital interfaces, educational materials, and brand communication.

Typeface & Sizing

Inter

Primary & Secondary Typeface

Inter is the primary typeface of Altum Academy. It is a clean, modern sans-serif designed for high legibility across screens and devices.

Its neutral character and well-balanced proportions make it suitable for both interface elements and long-form educational content. Inter supports clarity without imposing a strong stylistic voice, allowing meaning and structure to remain in focus.

Courses that make a difference

H1 / Size: 5.1 rem (~51 px) / Line height: 1.00 (49–64 px)

Courses that make a difference

H2 / Size: 4.1 rem (~41 px) / Line height: 1.10 (37–48 px)

Courses that make a difference

H3 / Size: 3.3 rem (~33 px) / Line height: 1.10 (37–48 px)

Courses that make a difference

H4 / Size: 2.6 rem (~26 px) / Line height: 1.33 (25–30px)

Courses that make a difference

H5 / Size: 2.1 rem (~21 px) / Line height: 1.45 (21–24px)

Courses that make a difference

H6 / Size: 1.7 rem (~17 px) / Line height: 1.54 (17–20px)