DirectID Brand Guidelines

A strong brand is one of the most valuable assets an organisation owns. These guidelines are to help represent our brand consistently.

Primary Logo

The logo is the most visible element of our identity -a universal signature across all communications. It is a guarantee of quality that unites our offer.

Because the logo is such a recognisable and highly visible brand asset, it is vital that it is always applied consistently wherever it appears.

Download Light Blue LogoDownload White Logo

ID Icon

On occasions, due to space restrictions,you may find that the logo cannot be used in its normal configuration. On these occasions it is acceptable to use the ID icon.

Download Light Blue IconDownload White Icon

Download Our Media Pack

Our team have put together a complete Media Pack including logos in PNG, JPEG & AI formats, logos in our Light Blue and White, brand photography, and brand guidelines. Click below to download your copy.

Download our Media Pack (ZIP)


Light Blue

Pantone 2728
RGB 56 99 240
Hex #3863f0
CMYK 82 63 0 0

Dark Blue

Pantone 296
RGB 0 26 48
Hex #001a30
CMYK 95 81 51 67

Soft Blue

Pantone 4161
RGB 46 74 92
Hex #2e4a5c
CMYK 85 63 46 31

Logo Usage

Exclusion Zone.
To ensure the logo has maximum impact always keep the area around it clear. This space is called the exclusion zone. The exclusion zone protects the logo from other visual and graphics elements. The exclusion zone is derived from the height of the D as illustrated.

Minimum Size.
To maintain legibility, the DirectID logo should never be reproduced any smaller than width 25mm or 70px.

Logo Applications

Our logo should always be applied in the clearest and most brand conscious light. Primarily, the DirectID marque should be set in light blue and either on white or dark blue backgrounds. For secondary applications,such as social posts and marketing materials, it can also be set in dark blue or white on backgrounds of any of our secondary palette.

Logo Best Practice

Our logo is one of our most precious assets.As a result, it should only be displayed as defined in these guidelines, and should not be applied incorrectly. Examples of bad practice are shown in, but not limited to, the examples here.

Hero Imagery

For front pages of documents,website homepage headers and other principal applications of the brand, the hero imagery style should be used. This style is created from the abstract architectural style set in an overlay of our dark blue brand colour.

Download sample of Hero Imagery

Brand Photography

In the majority of cases, the Principal Brand Photography style should be used. These are abstract images of architectural structures curated to appear visually reminiscent of data.

Download sample of Brand Photography

Secondary Photography

For use alongside body-copy pages in ebooks. This should be lifestyle-based contextual imagery which reflects the contemporary,future-focused and aspirational attitude of our customer base and product offering. The use of people is encouraged to evoke familiarity and aspiration in the viewer.

Download sample of Secondary Photography

Contact Our Marketing & Brand Team

If you have any questions, or need something not included in the above brand guidelines, then please complete the form to the right or email

Speak to our brand experts.