The arlo wordmark
Always lower case, always one colour. The rounded strokes match Quicksand, so the logo and the headings feel like one family.
Use the full lock-up with CONSULTANCY SERVICES where there’s room and people may not know us yet: signage, vans, brochures, the website header. Use the wordmark on its own when space is tight or the name is already clear, such as social posts and merchandise.
Full lock-up
Wordmark
Keep text, edges and other logos at least this far away on every side.
Full lock-up 40mm / 160px wide, so CONSULTANCY SERVICES stays readable.
PNGs have see-through backgrounds. Printers and sign makers should always get the SVG.
The “a” on its own
The first letter of the logo, used where the full name won’t fit.
Use it for the website favicon, social profile pictures, the arlo Connect app icon and small marks such as stickers. It also makes up the arlo pattern. Don’t use it in place of the logo on anything that introduces arlo for the first time.
Black, white and one pink
arlo is a black and white brand with pink as the accent. Pink does the talking, so use it for the logo, highlights, buttons and the odd big word, not for long blocks of text.
- HEX
- #E8859E
- RGB
- 232 133 158
Logo, accents, buttons, links. The website uses #E8889D, which is the same pink.
- HEX
- #000000
- RGB
- 0 0 0
Main brand background: hero panels, banners, footers, the van. Headings on white.
- HEX
- #FFFFFF
- RGB
- 255 255 255
Page backgrounds and text on black.
- HEX
- #333333
- RGB
- 51 51 51
Running text on white. Softer than pure black for reading.
A rough guide to the balance on any layout. For print and signs, give the supplier the HEX values and ask for a proof, as pinks shift a lot between printers and vinyls.
Quicksand and Inter
Quicksand for headings, Inter for reading. Both are free Google Fonts, so anyone can download and install them.
abcdefghijklmnopqrstuvwxyz 0123456789
abcdefghijklmnopqrstuvwxyz 0123456789
| Big statement | All your ducks in a row | Quicksand 600 |
| Heading | Health and safety consultancy | Quicksand 600 |
| Sub-heading | Support that fits around your business | Quicksand 400 |
| Body | We help you stay safe, legal and confident, with advice you can act on. | Inter 400 |
| Label | Face to face training | Inter 500, caps |
In emails, Word and Outlook signatures where Google Fonts can’t load, use Arial.
The “a” pattern
The a-mark repeated in offset rows, a shade off the background. It should read as texture, only just visible.
Use it behind hero panels, banners, social posts and the email signature. Keep it small and quiet. Never use it in pink on black, and never put body text straight over a busy patch of it.
Designers: the repeat tile (SVG) lines up edge to edge. On screen the “a”s are #0B0B0B on black; for print use #141414 so they don’t vanish.
Frankie and Ronnie
The ducks started as hook-a-duck prizes at an arlo event. Now they stand for the two sides of the business.
Frankie
The black duck. Use Frankie on anything about health and safety, training, site inspections and ISO.
Together they mean the whole arlo offer. Use the pair on anything covering both services, like the leaflet and the van. Keep the white arlo wordmark on their chests readable, and don’t recolour, redraw or add accessories to them.
How arlo sounds
Friendly, warm and down to earth. Experts who never make it stuffy.
We do
- Write “we” for arlo and “you” for the client.
- Keep it short and plain. Say what someone needs to do and when.
- Use a duck pun now and then, with a light touch.
- Use British English: organise, colour, licence.
- Write arlo in lower case, even at the start of a sentence.
We don’t
- Hide behind jargon or legal-speak.
- Joke about serious things: incidents, sickness, grievances, compliance deadlines.
- Use scare tactics. Health and safety isn’t scary or boring.
- Write “Arlo” or “ARLO”.
- Pile up exclamation marks.
Keep it looking like arlo
The brand is flat, clean and graphic. Most mistakes come from adding things to it.
Get the files
Everything on this page lives in the arlo brand assets folder on Google Drive. Open a folder and use Download to get it all as a zip.
Accreditations strip
Always shown as a row on white, never recoloured. Download the strip.
