Brand Guidelines
Our brand embodies bold connection. Expressive. Modern. Grounded in equity and justice.
This brand guide is here to serve as a foundation. Think of it as a tool to inspire thoughtful, creative expression that aligns with who we are and where we’re going.
While consistency strengthens recognition, we also value agility and experimentation. You’re encouraged to explore, iterate, and imagine new ways to bring the Mission Telecom brand to life.
Contents
Logo
Primary Logo
Our primary logo pairs our symbol with a custom wordmark, creating a versatile mark used across a wide range of materials—from external communications to letterhead and website headers.
Whichever version you choose, always ensure it’s easy to read. Use light logo colors on dark backgrounds and dark colors on light backgrounds for maximum clarity.
Full Color
We offer full-color logo versions designed for both light and dark backgrounds. These are commonly used across our own platforms, such as our website.
One Color Versions
At times our logo may need to be presented in a single color—an ideal choice for busy layouts where clarity and impact matter most.
Icon
Our icon can stand on its own and doesn’t always need to appear with the wordmark. You’ll see it in all the usual spots—social avatars, favicons, and anywhere the full logo lockup doesn’t quite work.
We also use the icon as a visual design element, featured in layouts independently from the wordmark.
Color
Color Palette
NOTE: Blue bunting is the preferred background color for the purpose of contrast.
Blue Bunting
HEX: #161e53
CMYK: 100/83/0/60
Citron
HEX: #9dd91e
CMYK: 43/0/100/0
Malibu
HEX: #2d7aed
CMYK: 77/48/0/0
Catskill White
HEX: #ecf2f7
CMYK: 4/2/0/3
Iron
HEX: #cdd4d9
CMYK: 6/2/0/15
Willow Grove
HEX: #626668
CMYK: 6/2/0/59
Black Pearl
HEX: #040611
CMYK: 10/10/0/95
Typography
Brand Fonts
Mission Telecom uses a combination of Anek Bangla and Arimo for headlines and body copy. In special use cases, Palmer Lake Print may be used.
Anek Bangla Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Arimo Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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Palmer Lake Print
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Photograhy
Visual Style
Our visual style blends a modern documentary feel with strong contrast and warm, natural light. Images should be candid and authentic, featuring real people in real environments—not overly staged or polished.
Modern Documentary
Images should feel candid and authentic—real people in real environments (schools, studios, collaborative spaces). Avoid staged or overly polished setups.
Crushed Blacks & Natural Warmth
Images should feel candid and authentic—real people in real environments (schools, studios, collaborative spaces). Avoid staged or overly polished setups.
Color
Use neutral or muted environments with intentional pops of saturated color. Avoid bright, artificial palettes.
Tone
Our tone is relatable, confident, and inclusive. We show people actively engaged, whether thinking, creating, or connecting, with body language that conveys purpose and energy.
Relatable & Honest
Confident & Engaged
Show people in motion or thought, interacting with tech or one another. Avoid passive body language.
Inclusive & Diverse
Representation across age, race, gender, and ability is essential. Groups should feel naturally diverse, not staged.
Subjects & Environments
Our tone is relatable, confident, and inclusive. We show people actively engaged, whether thinking, creating, or connecting, with body language that conveys purpose and energy.
Editorial-style imagery
Focus on individuals and small groups engaged in meaningful, real-world activity.
Natural interaction
Prioritize moments of connection—between people, with tools, and within their environment.
Authentic settings
Use schools, learning spaces, and community hubs with contextual details that convey purpose and personality, such as whiteboards, laptops, books, or art.
Editing & Stock Photo Guidelines
For standardization, it’s best to have a visual reference than specific technical specs, but the following guidance should be taken into consideration.
When editing photos, they should include:
- Crushed blacks for richer contrast
- Natural warmth with a white balance between 5200K–5800K
- Avoid harsh filters, strong vignettes, or high saturation
- Skin tones should look natural and warm—not orange or cool
- Favor natural or ambient light (avoid harsh overhead lighting or flash)
For stock photography:
- Select only images that align with this visual guide
- Must feel candid, modern, and grounded in real environments
- Should reflect natural lighting, authentic moments, and inclusive representation
- Edit stock images as needed with color grading to match brand tone
- Use a Reference Library: An approved Reference Library should be used before starting any shoot or selecting stock
Do:
- Frame with leading lines and foreground elements when possible
- Capture connection and movement, not static poses
- Use light that’s directional but soft—no harsh flash
Don’t:
- Feature isolated subjects with no environmental context
- Use flat, overly lit scenes or cold tones
- Stage people into artificial groupings or gestures
Textures & Scribbles
Backgrounds
These expressive textures are designed to be used as backgrounds in layouts—adding visual depth and character without overpowering your content. Ideal for creating contrast that keeps text legible while preserving the story in your content.
ScribbleS
These hand-drawn scribbles and organic marks bring energy and personality to designs. Use them as accents to highlight key elements, introduce movement, or inject a sense of handcrafted authenticity into digital compositions.
Image Treatments for Text
When creating various designs, you can combine the use of textures and photography to create contrast for text without obscuring image content.
