4
Logo & Icon
5
Color
6
Typography
Logo & Icon
4
4.1 Our Logo
Our logo is our brand’s most important element. It is a unique and bold signifier of the Bolt brand. The lightning shape in the logo supports our lightning quick product offering while the solid, capital forms of the letters are reflective of our unending trustworthiness.
4.2 Our Icon
To accompany our logo, we also utilize a brand icon. Our icon is made from the lightning shape between the L and T of our logo.
4.3 Clearspace
To protect the logo and icon from other visual elements, it is important that it is surrounded by a minimum amount of clear space. No other graphic elements should encroach within this area. The size of this exclusion zone is defined by the width of the “Bridge”.
4.4 Logo Color
Our logo may be used in Lightning
Yellow, Light gray, and Bolt Black
(more on these colors later).
Use the elements in your piece of communication to determine the color of your logo for maximum contrast and clarity.
If your background light, you should be using a Bolt Black logo. If your background is dark, use the logo in Light gray or Lightning Yellow.
Use the elements in your piece of communication to determine the color of your logo for maximum contrast and clarity.
If your background light, you should be using a Bolt Black logo. If your background is dark, use the logo in Light gray or Lightning Yellow.
4.5 Logo Usage
Color
5
Our Colors
Our logo is our brand’s most important element. It is a unique and bold signifier of the Bolt brand. The lightning shape in the logo supports our lightning quick product offering while the solid, capital forms of the letters are reflective of our unending trustworthiness.
To accompany our logo, we also utilize a brand icon. Our icon is made from the lightning shape between the L and T of our logo.
Primary
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EN Flame
PMS: 1665 U
CMYK: 9.76.96.1
RGB: 221.94.45
HEX: DD5E2D
EN Flame
PMS: 1665 U
CMYK: 9.76.96.1
RGB: 221.94.45
HEX: DD5E2D
EN Glow
PMS: 116 U
CMYK: 2.35.100.0
RGB: 247.173.17
HEX: F7AD11
Neutral
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EN Clam
PMS: 4755 U
CMYK: 14.21.24.0
RGB: 219.198.185
HEX: DBC6B9
EN Clam
PMS: 4755 U
CMYK: 14.21.24.0
RGB: 219.198.185
HEX: DBC6B9
EN Black
PMS: Black U
CMYK: 100.100.100.100
RGB: 0.0.0
HEX: 000000
Typography
Our Typface
Our primary typeface is TT Norms Pro Expanded, an exuberant geometric-humanist typeface that delights in tension, especially its own tension between circular and rectangular forms.
The font is developed while researching sans-serif typefaces from the twentieth century, focusing on the shift from strict Modernist “purity” to the more baroque, animated styles that emerged during the phototypesetting period of the ’50s and ’60s. These two historic impulses have been remixed to create a dynamic and charismatic set of forms
Primary
TT Norms Pro
Secondary
TT Norms Pro
Expanded DemiBold
Secondary
TT Norms Pro DemiBold
TT Norms Pro Medium