Ars Technica

Style guide

Logos

A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.[ref]

Colours

A brand’s choice of colour is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers. Some brands are so iconic that it is possible to identify them from just a single pantone colour without an accompanying logo.[ref]

International Orange
#ff4e00
Aa
Open Sans

Fonts

Typography is more than an accompaniment to your brand. It can be your brand. And even if your branding is heavy on graphics, all written words need fonts and styling.[ref]

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