Overview
Astra’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.
Astra’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.
This style guide is the visual translation of Astra's mission, vision and values. It is the framework that specifies how to communicate the Astra brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.
Brand Story
Astra strives to maintain a clear message of quality, value and friendly support for its clients. The following guidelines have been established to maintain clarity and consistency with our brand’s visual communications for all intents and purposes.
Logo Identity
Astra’s logo is the cornerstone of our brand identity. It clearly communicates who we are, our values, is visually appealing, and makes a lasting impression on Astra’s audience.
The Astra logotype design and its variations are property of Astra. All rights afforded under U.S. copyright law are retained by the owner.
Correct and incorrect versions of our company name include:
Correct:
- Astra
- astra
Permission Required. Written permission is required by any individual, persons, or company desiring to use our identity graphics in conjunction with a commercial product, business name or unaffiliated service.
Distribution. Do not redistribute without our expressed consent as files are subject to change without notice.
Right of Refusal. The owner retains the right to revoke permission and use of graphic assets for any reason.
Approved Logo Variations
Primary Logo Variations
Secondary Logo Variations
Approved Brandmarks and Wordmarks
Primary Brandmark / Wordmark Variations
Secondary Brandmark / Wordmark Variations
Color Palette
Astra’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.
Nero Black
HEX1A1A1A
Used for navigation and footer background color, as well as reversed logo backgrounds.
Dark Gunmetal
HEX2D3134
Used for headers and body copy.
2D3134
HEXF7F8FB
Used as the primary background color.
Platinum
HEXE1E1E1
Used as a secondary background color.
Alabaster
HEXEFEEE7
Used as a tertiary background color.
White
HEXFFFFFF
Used for page titles, links and UI elements.
Deep Space
HEX446378
Primary accent color used for CTA buttons.
Sky Blue
HEX79B5DD
Secondary accent color used for active navigation items.
Soft Purple
HEX5C647D
Tertiary accent color.
Typography
Typography -- the visual art of creating written words -- is an essential building block of Astra’s brand identity. Astra utilizes the following defined typefaces for all content displayed on our website at https://astra.com/.
Primary Typeface: Barlow Semi Condensed
Used for primary headers H1 – H6.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Used for primary headers H1 – H6.
View Barlow Semi Condensed at Google Fonts.
Secondary Typeface: Barlow
Used for body copy, links, and CTA buttons.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Used for body copy, links, and CTA buttons.
View Barlow at Google Fonts.