Brand Guidelines
ASR operates under a structured governance framework that ensures strategic direction, accountability, and quality assurance.
Our Brand Identity
ASR is Africa's practical knowledge hub for energy regulation, equipping regulators, policymakers and sector leaders with the skills, evidence and dialogue needed to shape better energy outcomes.
We are collaborative, trusted, innovative and practical in everything we do.
Our Brand Identity
Logo Usage
The ASR visual identity ensures consistency, clarity, and recognition across all communications. It provides a structured system for applying the brand across digital, print, and physical platforms
Primary logo
Use the full ASR lockup with symbol and wordmark for all formal communications, reports, presentations, event backdrops, and partner materials
Secondary logo
Use the full ASR lockup with symbol and wordmark for all formal communications, reports, presentations, event backdrops, and partner materials
Recommended clear space
Use the full ASR lockup with symbol and wordmark for all formal communications, reports, presentations, event backdrops, and partner materials
Recommended minimum size
- Print full logo minimum width 30 mm
- Digital full logo minimum width 140 px
- Symbol-only minimum width 24 p
Approved Logo Versions
Full color on white or very light neutral (non-contrasted) backgrounds
White logo on dark blue, dark green, or strong photography with sufficient contrast
Black single-color version for monochrome applications
Incorrect Use
Black single-color version for monochrome applications
Do not rotate
Do not add shadows, outlines, bevels, or effects
Do not recolor outside approved palette
Do not place on busy backgrounds with poor contrast
Do not separate symbol and wordmark without
approval
Color Palette
The ASR color palette is built around four primary brand colors.
Core brand colors
Green #0D6133
Red #BD2B0F
Yellow #F8BB00
Blue #173965
Recommended usage ratio
Blue 30 %
White and neutrals 25 %
Green 20 %
Yellow 15 %
Red 10 %
Supporting neutrals
Charcoal #1F2937
Mid grey #6B7280
Light grey #E5E7EB
Off white #F8FAFC
Accessibility rules
- Aim for high contrast between text and background
- Avoid yellow text on white Avoid red and green combinations for text only distinctions
- Use dark blue or charcoal for most body copy 15
- Keep minimum font size legible on mobile
Typography
The ASR typography system uses Myriad Pro and Futura PT as its primary typefaces. These fonts support a clear, professional, and consistent visual identity across all communications materials.
Myriad Pro
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1234567890
(&?!/,:;%@#*+)
The quick brown fox jumps over the lazy dog
Futura PT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1234567890
(&?!/,:;%@#*+)
The quick brown fox jumps over the lazy dog
Primary type face
Futura for headlines and short display text where license is available. These are the recommended weights to use (weights define the thickness of the characters).
Secondary type face
Futura for headlines and short display text where license is available. These are the recommended weights to use (weights define the thickness of the characters).
Dunto molupiciis quatissi culla vel mincit, moditat veri conem facil iunt et quam venimustiisi con pos es res quo bereicab iuntemporrum facerovid quo excepudi beaqui.
Dunto molupiciis quatissi culla vel mincit, moditat veri conem facil iunt et quam venimustiisi con pos es res quo bereicab iuntemporrum facerovid quo excepudi beaqui.
Dunto molupiciis quatissi culla vel mincit, moditat veri conem facil iunt et quam venimustiisi con pos es res quo bereicab iuntemporrum facerovid quo excepudi beaqui.
Typography hierarchy
- H1 Myriad Bold, 36 to 44 pt | H1 Futura PT Bold, 36 to 44 pt
- H2 Myriad Bold, 24 to 30 pt | H2 Futura PT Bold, 36 to 44 pt
- H3 Myriad Semibold, 18 to 22 pt | H3 Futura PT Demi, 36 to 44 pt
- Body Regular, 10.5 to 12 pt print and 17 to 20 px web
- Caption Regular, 9 to 10 pt print and 13 to 14 px web
H1 Futura PT Bold, 36 pt
H2 Futura PT Bold, 24 pt
H3 Futura PT Demi, 18 pt
Body Regular, Myriad Pro Regular, 17.3 px (13 pt). Dunto molupiciis quatissi culla vel mincit, moditat veri conem facil iunt et quam venimustiisi con pos es res quo bereicab iuntemporrum facerovid quo excepudi beaqui velesto optatur.
Caption Regular, 10 pt
Imagery Style
ASR imagery should reflect professional engagement, learning, and dialogue within the energy sector.
Use Images That Show
- Real participants in learning or discussion
- Speakers in active exchange
- African professionals in regulatory or energy settings
- Contexts connected to energy systems, institutions, research, or training
- Diversity across gender, age, region, and professional role
Avoid
- Generic corporate stock photos
- Overly staged handshakes
- Cliché imagery
- Photos with weak resolution
- Images that show people as passive recipients only
Graphic Elements
There are three main graphic elements that support the ASR brand personality. All elements share a visual link with the logo through colour and shape:
- Circular Ring of the logo
- Circular Focus
- Energy Wave
- The Dot
Use the Circular Ring from the ASR symbol as a framing device, section divider, or image crop guide. The border of the circular ring is two thirds of the width of the logo’s border. Use it lightly.
The Circular Focus resembles an eye or a camera lens. It draws attention to short messages. Use in any ASR brand colour. It is often accompanied by a small dot. The dot adds intrigue and represents ‘out-of the-box’ thinking.
Circles and a singular dot can be used separately from the circular focus element.
The Energy Wave adds a sense of flowing energy. It can be used on light or dark backgrounds, in any combination of brand colours, including monotone. It must never dominate the main message/visual.
Rules
- Keep opacity subtle for backgrounds Rules
- Use one to two graphic devices per layout
- Let white space breathe
- Do not let decorative shapes overpower information
Iconography
Energy Sources
- Simple line icons Iconography
- Rounded or geometric style
- One consistent stroke weight
- Use blue for most icons with green or yellow accents
General icons
Layout and Grid
- Reports and brochures use a 12-column grid
- Social graphics use generous margins
- One key message per asset
- Keep text on graphics short
- Put source lines and partner credits in a consistent footer area
Co-Branding
- ASR logo must appear first or left unless protocol requires otherwise
- Partner logos aligned on one baseline Co-branding
- Equal visual weight unless one funder agreement states another order
- Minimum clear space between logos equals half the height of the ASR symbol
Brand Application Across Platforms
The ASR brand must be applied consistently across all platforms to ensure a clear, professional, and recognizable institutional presence. This includes digital channels, publications, presentations, events, and partner-facing materials. Consistent application strengthens visibility, credibility, and engagement with stakeholders across the energy sector.
Social Media Presence
Social media platforms serve as key channels for communicating ASR’s work, sharing insights, and engaging with diverse audiences across Africa and beyond. All content should reflect ASR’s mission, professional standards, and visual identity.
Key Guidelines
- Profile images should use the official ASR logo in its approved format
- Cover images should reflect current themes, events, or institutional priorities while maintaining brand consistency
- Brand colors and typography should follow the approved ASR visual identity system across all posts and graphics
Content Approach
- Use strong visuals that reflect real professional engagement, dialogue, and learning environments
- Keep text clear and concise, especially on graphics and social media assets
- Ensure all messaging aligns with ASR’s positioning as a credible and practical knowledge hub
- Share insights, outcomes, and key highlights that contribute to informed discussion on energy regulation
- Maintain a consistent tone that reflects professionalism, clarity, and relevance
Consistent application across platforms supports a unified ASR presence and reinforces its role in shaping informed dialogue on energy regulation across Africa.
Digital Assets
Posting messages in social media: keep it short, keep it simple.
Print assets
Covers for different types of reports
Print assets
Covers for different types of reports
Keep the brand bold, fresh and exciting by using the four core colours to their full advantage.
Dos And Don’ts
Dos
- Do present ASR’s mission and vision accurately and consistently across communications.
- Do reflect ASR’s core values of intellectual integrity, independence, and professionalism in all messaging and engagement.
- Do maintain a clear, professional, and informative tone in formal communications.
- Do adapt tone appropriately for digital platforms while maintaining credibility and clarity.
- Do apply the ASR brand identity consistently across all communications, materials, and platforms.
- Do use the official ASR logo files provided by the communications team.
- Do maintain adequate clear space around the logo to ensure visibility and legibility.
- Do use the approved ASR color palette in all visual materials.
- Do follow the recommended typography system and hierarchy for headings and body text.
- Do use high-quality images that reflect professional dialogue, learning environments, and collaboration among energy professionals.
- Do maintain clean layouts with clear structure and sufficient white space.
- Do follow co-branding guidelines when working with partners and external stakeholders.
Don'ts
- Don’t alter or reinterpret ASR’s mission and vision statements in official materials.
- Don’t communicate in ways that contradict ASR’s core values or institutional positioning.
- Don’t use informal or inconsistent language in formal publications, reports, or presentations.
- Don’t stretch, rotate, or distort the ASR logo.
- Don’t change logo colors or apply visual effects such as shadows, outlines, or gradients.
- Don’t place the logo on backgrounds that reduce visibility or readability.
- Don’t use colors outside the approved ASR palette in official materials.
- Don’t mix multiple fonts that conflict with the typography guidelines.
- Don’t use low-resolution or generic imagery that does not reflect ASR’s professional context.
- Don’t overcrowd layouts with excessive text, graphics, or decorative elements.
- Don’t produce materials that fall outside the ASR visual identity or communication standards.
- Don’t present partner logos in a way that visually dominates the ASR identity unless required by formal agreement.
Quick Start Guide For Staff
This section provides a simple reference for staff and collaborators who need to produce communications or materials on behalf of the African School of Regulation.
The steps below help ensure that all materials remain aligned with the ASR brand identity and visual standards.
Staff should consult the relevant sections of this manual when preparing publications, presentations, digital content, or event materials.
Step 1.
Use the Correct
Logo
Always use the official ASR logo files provided by the communications team. Select the full logo version for most communications and use the icon or stacked version only when space is limited. Ensure that the logo appears clearly and maintains the required clear space.
Step 2.
Apply brand colors
Use the official ASR color palette in all visual materials. Blue generally serves as the dominant color in publications and digital assets. Supporting colors should appear in moderation to maintain visual balance and clarity.
Step 3.
Follow typography
guidelines
Use the recommended fonts for headings and body text. Maintain consistent font sizes and hierarchy so that materials remain readable across print and digital formats.
Step 4.
Follow typography
guidelines
Select images that reflect professional dialogue, learning environments, and collaboration among energy professionals. Images should depict real participants engaged in meaningful activities and represent the diversity of African institutions and contexts.
Step 5.
Choose appropriate
images
Organize text and visuals using a clear structure and sufficient white space. Avoid overcrowding layouts and ensure that key messages remain easy to read.
Step 6.
Respect co-
branding rules
When working with partners, ensure partner logos appear in accordance with the co-branding guidelines. Maintain visual balance between the ASR logo and partner identities.
Step 7.
Confirm approval
before publication
Major publications, reports, and public communication materials should undergo review before release. Staff should coordinate with the communications team when producing materials that represent the institution publicly
Practical checklist
Before publishing or sharing materials, confirm the following: • The correct ASR logo appears and maintains clear space • Brand colors match the official palette • Typography follows the recommended hierarchy • Images reflect professional and relevant contexts • Layout remains clear and balanced • Partner logos follow co branding guidelines • The communications team has reviewed materials when required
A strong and consistent brand is essential to ASR’s mission and long-term positioning. All stakeholders, including staff, partners, and external collaborators, contribute to maintaining the integrity, professionalism, and recognition of the ASR brand by consistently applying these guidelines.
This Brand Manual forms part of a broader ASR communications system designed to ensure clarity, consistency, and effectiveness across all institutional outputs. It should be used alongside complementary guidance on storytelling, messaging, and the application of communication tools and templates where necessary.
All external materials should align with these guidelines and, where required, be submitted to the ASR Communications team for review prior to dissemination. The Communications team serves as custodian of the ASR brand and ensures consistency across platforms, publications, and partnerships.
All partners, whether supporting or collaborating with ASR, are expected to apply the ASR brand in accordance with these guidelines and agreed co-branding arrangements.
For any branding-related inquiries or approvals, please contact the ASR Communications team at: