Brand guidelines

Each day at Arity, we make sense of how people move by collecting and analyzing trillions of miles of driving data. With the world’s largest driving dataset tied to insurance claims, Arity derives unique insights that help understand and predict driving behavior at scale. We believe everyone who generates mobility data should benefit from it. We find the meaning in mobile and vehicle telematics data to create insight-driven solutions to real, every-day challenges. With our extensive driver behavior dataset, insurers, developers, marketers, and communities can create less uncertainty for everyone on the road.

Brand overview
Logo and logomark
Typography
Color
Photography

Brand overview

The building blocks of Arity’s brand each have a specific role in telling our story. When used consistently, these elements will build equity in and define the Arity brand experience.

Our brand idea:

Clarity

Our mission:

Make transportation smarter, safer, and more useful for everyone.

Our voice attributes:

Human | Credible | Transparent | Understandable | Approachable | Expert

Logo

Primary logo

The Arity logo is the clearest and most straightforward way to visually identify our company to the world. It should be used in all communications, at minimum as a formal sign-off.
Multiple versions of the logo have been created in various colors for use across different applications, and the artwork should be used as provided, without modification. The navy logo should be used as the primary form in positive use cases.
Please contact the Arity Brand Marketing team for the correct logo artwork for use in your application.

Clear space & minimum size

A clear space and minimum display sizes have been identified to allow maximum clarity and legibility of the logo across applications.

Clear space

This exclusion zone defines the area into which no other graphic elements such as text, iconography, illustrations or other logos can intrude.
This space is equivalent to the x-height of the logotype as shown in the diagram.

Minimum size

In print applications, the minimum size in which the logo may appear is 1 inch in width.
In digital applications, the minimum size in which the logo may appear is 30 pixels in height.

Special use logo with Allstate endorsement

The Arity logo will generally appear on its own, independent of any additional elements such as taglines and modifiers.
However, with our roots in The Allstate Corporation, there are instances where that relationship will need to be clearly identified and leveraged within the Arity logo.
A secondary logo has been created to include a “founded by Allstate” endorsement to meet these needs. Like the primary logo, multiple versions have been created in various colors for different applications. The artwork should be used as provided, without modification.
Please contact the Arity Brand Marketing team for questions and permission to use this logo.

Grayscale logos (print only)

The full-color versions of the logos should be used where possible. However, grayscale versions have been created for use in print applications where color is limited to black ink.

Logo don’ts

To ensure the Arity logo appears consistent across all communications, use artwork only as provided. The examples illustrate a few ways the logo should NOT be used:
  • Don’t use the logo without the Registered mark.
  • Don’t alter the color of the logo, or apply custom colors.
  • Don’t manipulate (increase or decrease) spacing between the letters in the logo.
  • Don’t recreate the logo from type.
  • Don’t outline the logo artwork.
  • Don’t rotate or use the logo in any other orientations than horizontal.
  • Don’t apply drop-shadows, glows, outlines or any other styles to the logo.
  • Don’t put an image inside of the logo.
  • Don’t use the logo within a sentence (in place of “Arity”), or alongside copy.
  • Don’t lock-up the logo with any other logos.
  • Don’t stretch, skew or distort the logo in any way.
  • Don’t crop the logo or use any part of the primary logo by itself except for the logomark.

 

Logomark

In select digital applications, the primary logo is not ideal due to display size limitations. A variation has been created and can be applied following the guidelines specified below.
The logomark is restricted to select usage. Any application utilizing this variation must also include the full primary wordmark as part of the full experience. Please contact the Arity Brand Marketing team for questions and usage permission.

Color

The ‘a’ mark can only appear in white on dark backgrounds or indigo on light backgrounds.

Sizing

The size of the ‘a’ will vary and be determined by the specific application. As general best practice, for square formats such as a social media profile image, the width of the ‘a’ should be 55% of the total width of the format. The logomark should be centered with even clear space surrounding it.

Typography

Satoshi is a geometric sans serif typeface with a modernist look and feel. It uses circular shapes to form the counters (the area of the letter that is entirely or partially enclosed) which creates a subtle reference to our logo and dot dash pattern. The curves and rounded shapes of the typeface give it a warmth and approachability, while angular details give it a touch of sophistication and modernity. Its balanced letterforms and well-thought-out spacing contribute to an overall harmonious and pleasing typographic experience. Beyond its visual attributes, the Satoshi font supports multiple languages and character sets, promoting inclusivity and accessibility in global communication.

Please note the full font family includes additional weights.

Where applicable, Arial can be used as an alternate.

Color

The Arity color palette supports a diverse
range of content. Base brand colors are complemented with a considered system of expressive colors that add variety and character. Together with the dotdash, these colors are key to the Arity identity.

For text, black and white are our default – here the bright expressive colors should be only used to add emphasis.

While our palette is colorful and vibrant, the way we use it is bold and deliberate.

Brand colors

Used in our logo, primary brand elements, and key communications to maintain a cohesive and recognizable look. The Arity logo is always Indigo or White.

Indigo HEX #001866
White HEX #FFFFFF
Black HEX #000000
Gray HEX #252525
Interactive blue HEX #1423E2

Expressive colors

For styling the dotdash, backgrounds, and data, expressive colors provide additional depth and adaptability to the brand identity. Indigo and Periwinkle are the default, while Moss and Green, Grape and Violet, Forest and Teal, and Brick and Red are used for extra character, to evoke desired emotions and perceptions, and to highlight key texts, KPIs, or data points.

Indigo HEX #001866 | R0 G24 B102 | C100 M91 Y34 K26 | PMS 280C
Periwinkle HEX #6C6CF4
| R108 G108 B224
| C72 M63 Y0 K0
| PMS: 2718 C
(pair: Indigo/Periwinkle)

Moss HEX #0A4C1A
| R10 G76 B26
| C91 M42 Y100 K47
| PMS: 2411 C
Green HEX #16AC35
| R22 G172 B53
| C78 M0 Y99 K0
| PMS 354 C
(pair: Moss/Green)

Grape HEX #260F60
| R38 G15 B96
| C100 M100 Y31 K23
| PMS: 273 C
Violet
HEX #874DE2 | R135 G77 B226
| C72 M75 Y0 K0
| PMS: 265 C
(pair: Grape/Violet)

Forest HEX #003F3C
| R0 G63 B60
| C92 M46 Y61 K58
| PMS: 309 C
Teal HEX #009F9F
| R0 G159 B159
| C78 M13 Y41 K1
| PMS: 320 C
(pair: Forest/Teal)

Brick HEX #7C0F26
| R124 G15 B38
| C31 M100 Y71 K42
| PMS: 188 C
Red HEX #F5364B
| R245 G54 B75
| C0 M88 Y60 K0
| PMS: Red 032 C
(pair: Brick/Red)

Color do’s and don’ts

Do use our color palette in accordance with accessibility standards:

  • Make sure there is sufficient contrast between text and background colors.
  • Don’t pair colors that individuals with color vision deficiencies might have a difficult time distinguishing, such as some red/green combinations.
  • Consider using tools like Viz Palette and Chroma.js in data visualization work to check contrast and simulate color vision deficiencies.

Do use recommended color pairings

  • Don’t mix and match outside color pairing guidelines.
  • Don’t make up your own tints and shades.
  • Don’t create gradients from our brand colors.
  • Don’t use too many colors. Stick with one color scheme/color pair in presentations, and use a combination of color and neutrals in data visualizations.

Categorical colors and extended palette

Categorical colors and an extended palette are necessary for data visualization. Check with the brand design team for the more information.

Photography

By keeping our photography style consistent, we ensure that our brand feels genuine and coherent. The foundational style for all our images should embrace a sense of focus, clarity, technology, and authenticity, and should reflect the diversity of our customers and employees, keeping our images relatable and realistic.

When choosing imagery, use candid imagery that clearly demonstrate the accompanying headline or key messaging, and consider cultural context to avoid generalizations or stereotypes.

Avoid the following:

  • Cliche imagery or posed portraits

  • Illustration/icon overlays

  • Applied filters or noise (dust, aperture glare, etc)

  • Unlicensed photography – contact the Arity Brand Marketing team for help in selecting images from our licensed photo bank