BRAND IDENTITY GUIDELINES
Edition 05 · October 2026

Brand identity guidelines

A distinctive signature. A clear information system.

The original AltraPure identity, evolved through clinical blue and a disciplined approach to typography, composition and product information.

Download brand kit Browse logo files

Edition 05 · Logos, FA02 pattern, fonts, pen sources and offline guide.

Horizontal simple · reversed white on clinical blue.

Design direction

Build recognition through the original AP device and wordmark. Build clarity through an orderly information hierarchy. The result should feel precise and assured, without becoming cold, decorative or visually clinical for its own sake.

The assignment

Give designers one coherent system for AltraPure’s digital communications, technical documents and pen-label applications. Retain the established logo family; replace its indigo with clinical blue. Carry the character of the pen typography into the wider identity without changing the logo lettering.

The design test

At a glance, the reader should recognise the brand, identify the subject and locate the information they need. Use strong hierarchy and well-placed space, not a larger logo or more decoration, to make a layout feel complete.

Distinctive, not decorative

The AP geometry and wide wordmark provide recognition. Keep supporting graphics quieter than the identity.

Technical, not crowded

Separate product identity, quantities and traceability. Group related information and give it a consistent reading order.

Confident, not overstated

Use direct language, accurate product imagery and factual captions. Visual polish must not imply a certification or performance claim.

This guide establishes working design standards. Existing released pen artwork remains the production reference; new layouts shown here are applications of the identity, not replacement print masters.

One identity. A complete logo system.

Six original configurations, three colour artworks. Choose the configuration for the available space and the colour for its background. These are practical adaptations of the same identity, not competing logos.

Primary: blue on white

The default for brand-led communications. Use the horizontal detailed signature where its fine stripes remain distinct.

Brand reverse: white on blue

For blue cover panels, brand fields and high-impact placements. The background belongs to the layout, not the transparent logo file.

Monochrome: black on light

For one-colour reproduction, restrained documents and applications where colour is unavailable. Use the original black export.

Neutral reverse: white on black

For dark neutral fields and monochrome applications. It uses exactly the same white artwork as the blue-background version.

The wordmark is artwork, not a typesetting instruction.

The original designer’s specification identifies customised Acumin Variable Wide Black lettering, modified to match the AP device. Use the supplied outlines. Neither retyping Acumin nor substituting Bricolage will reproduce the logo.

Choose a configuration

Horizontal: default signature for headers and landscape spaces.
Stacked: portrait or square compositions.
AP symbol: a secondary identifier when the brand name is already present or clearly established.

Choose a level of detail

Detailed: larger placements where the striped device is crisp.
Simple: small, low-resolution or challenging reproduction. Do not make a simplified version by deleting paths yourself.

Give the signature room to work.

Clear space

Let H be the visible height of the AP symbol. Keep at least H/4 free around every edge of the complete lockup. Apply the same rule to horizontal, stacked and icon versions.

Measure from the visible artwork, not the file boundary. Original artboards are preserved; their existing blank space may not satisfy this new layout standard on every side.

Dashed boundary: minimum exclusion area. More space is welcome; nearby text, rules and trim edges stay outside it.

Starting sizes

Use these working minima across the complete original SVG artboard width. Digital samples below are shown at their stated CSS width on wide screens. Print values are conservative starting points, not printer-qualified limits: proof at final size and move to the simple mark if fine detail closes up.

Horizontal · detailed320 px digital / 50 mm print starting width Horizontal · detailed at 320 CSS pixels

Horizontal · simple160 px digital / 25 mm print starting width Horizontal · simple at 160 CSS pixels

Stacked · detailed240 px digital / 40 mm print starting width Stacked · detailed at 240 CSS pixels

Stacked · simple120 px digital / 20 mm print starting width Stacked · simple at 120 CSS pixels

AP symbol · detailed80 px digital / 12 mm print starting width AP symbol · detailed at 80 CSS pixels

AP symbol · simple32 px digital / 6 mm print starting width AP symbol · simple at 32 CSS pixels

Do not distort

Scale proportionally. The AP device is not square.

AltraPure

Do not retype

Application fonts are not substitutes for the custom wordmark.

Do not fade the signature

Use the appropriate solid artwork, not a low-opacity corporate logo.

Clinical blue leads. Neutrals organise.

Use blue as the recognition colour: the signature, a deliberate brand field or a small number of meaningful accents. Let white and neutral text carry the reading. A blue field is legitimate brand expression, not something limited to a tiny accent.

Clinical blue

#1E7FE0
sRGB 30 / 127 / 224
Primary logo and brand colour.

Original logo black

#231F20
The digital black artwork is retained as supplied.

White

#FFFFFF
Paper, negative space and reversed artwork.

Body text may use pure black #000000; neutral greys may support rules and secondary information. They are functional neutrals, not additional brand colours. Do not use colour alone to distinguish product strength, status or an instruction.

White belongs here
at display scale.

White and clinical blue: 4.06:1. Suitable for the logo and sufficiently large text, not normal-sized body text.

Small text stays readable.
Use pure black on clinical blue for normal-sized text and interface labels.

Pure black and clinical blue: 5.17:1. Meets the 4.5:1 normal-text contrast threshold.

Ratios calculated from sRGB values using WCAG luminance. Logos have a specific WCAG text-contrast exception; ordinary text does not. The original logo black is not pure black and gives only 4.01:1 on clinical blue.

Screen colour is not a press specification.

The original PMS 2746 C and CMYK 100 / 98 / 0 / 0 specify the retired indigo. Do not reuse them for clinical blue. A new process build or spot match must be selected for the printer, stock and finish, then approved from a physical proof. The current Epson pen file already has its own controlled sRGB workflow.

The FA02 brand pattern.

Our signature plus-and-diagonal motif is part of the AltraPure identity. Keep its original geometry, now in clinical blue.

Original AltraPure FA02 plus-and-diagonal pattern in clinical blue — FA02 · Original geometry · Clinical blue #1E7FE0

A recognisable brand field

Use FA02 on covers, dividers and supporting brand surfaces. It adds recognition without replacing the logo.

Keep information clear

Use the full-colour pattern as a feature, or at 10% opacity as a quiet background. Keep dense copy, dose information and QR codes on a solid field.

Preserve the artwork

Scale proportionally and crop where needed. Do not redraw the motif, stretch it, change its angle or replace it with generic stripes.

Pattern SVG Transparent PNG Vector PDF RGB EPS

Included in the complete brand kit. PDF and EPS are RGB references; approve the output profile, substrate and proof before print production. Original indigo CMYK/PMS separations remain historical sources.

Typography has a job, not a quota.

The wide custom logo supplies the signature. Bricolage supplies product character, Manrope supplies reading comfort, and the condensed and monospaced faces solve specific information problems. Most communications need only Bricolage and Manrope.

Bricolage Grotesque

Product names
Headlines

Clear identity.
Confident hierarchy.

Use 600–700 for general headlines and 800 for the existing S09 product name. Short, sentence-case headings. Do not make the whole page heavy, and never use this face to rebuild the logo.

Manrope

Body copy
Interfaces and quantities

Information, without friction.

Use 400–500 for running text and 600–700 for labels or emphasis. Set readable line lengths, left-aligned paragraphs and consistent units. Preserve the released label’s specific weights.

Roboto Condensed

Space-constrained information

Product information · Storage · Reference

Use when genuine physical constraints require compact copy. Keep it out of long-form body text. The current S09 information style uses weight 550.

JetBrains Mono

Lots and identifiers

RT30-20261002

Use 400–500 for identifiers, codes and technical references. Preserve exact characters; do not letter-space a code to make it look decorative.

Style	Digital starting point	Purpose
Display	Bricolage 600–700 40–64 px / 1.05–1.15	One clear main statement
Section title	Bricolage 600–700 28–36 px / 1.15	Navigation through content
Body	Manrope 400–500 16–18 px / 1.5–1.65	Reading, not decoration
Supporting detail	Manrope or JetBrains Mono 12–14 px / 1.45–1.6	Captions or identifiers

These are communication-layout defaults, not replacement label dimensions. At narrow widths, reduce display size before reducing body size. The print label keeps its released source sizes. Four font families and their licenses are included; the customised logo needs no live font installation.

Download application fonts and licenses

Order creates the visual language.

Build layouts around a shared left edge and a clear reading sequence: identity, subject, supporting information. Use white space to separate ideas. Use blue to establish a focal point, not to outline every component.

Product information

A clear title, a short introduction and an orderly place for specifications. The brand signature identifies the page without competing with its subject.

IDENTITY → SUBJECT → DETAIL

Light information layout. Blue signature, black reading text, one organising rule.

Technical
documentation

A concentrated brand field for a cover or opening panel. Use pure black for supporting copy at normal reading sizes.

BRAND FIELD / OPENING PANEL

Blue opening layout. The same white artwork, with no new logo variant required.

Composition defaults

One strong anchor: Start with the headline or product, not several competing badges. The logo signs the layout; it does not need to be the largest element.
Related things stay together: Use a 4 px digital spacing base. Start with 8–16 px inside groups, 24–32 px between groups and 48–64 px between sections. Adjust optically for the actual content.
Readable measures: Aim for roughly 45–75 characters per line in body copy. Left-align text; avoid full justification and long all-caps passages.

Imagery and graphics

Product first: Use accurate product photography or faithful renders on white or quiet neutral fields. Keep labels readable and materials believable. Caption renderings as renderings.
Real detail, not stock science: Prefer genuine device details and relevant process imagery. Avoid decorative molecules, unrelated microscopes and invented clinical endorsements.
Keep patterns subordinate: The original FA02 pattern remains a source asset, not a mandatory background. Do not place a dense motif behind technical copy. The pale AP treatment in S09 is a specific label application, not permission to fade the corporate signature everywhere.

The system on a small surface.

The S09 pen label is the worked application: product identity leads, quantity is easy to find, and compact technical information remains organised. Its distinctive typography informs the wider brand; it does not replace the corporate logo.

The pen, from every side

Compare all four sides, or select a side for a larger view.

Pen view

All four sidesIdentityDoseInformationRear

S09 pen, identity side — 01 / 04Identity

S09 pen, information side — 03 / 04Information

S09 placement references. The flat artwork governs the label.

Reading order

Product: Bricolage establishes the name.
Quantity: Manrope gives figures and units a clear visual role.
Practical detail: Roboto Condensed uses the available space efficiently.
Traceability: JetBrains Mono separates identifiers from prose.

35 × 54 mm, R1.5 mm corners.
35 mm runs axially; 54 mm wraps around the pen.

The logo colour update does not authorise moving the QR, inserting a new signature or changing dosage copy. Preserve the v7 Epson release, coordinates and artwork until a new label revision is explicitly issued.

Layered SVG Outlined master Dimensioned drawing Printer PDF

Print the printer PDF at 100% using the supplied Epson settings and specified stock. The dimensioned drawing is not a print master. Check actual-size fit, colour, QR readability and batch copy before production.

Unchanged S09 flat pen-label artwork — Existing source artwork. This guide does not modify its copy or registration.

SVG PNG PDF EPS

White on black

SVG PNG PDF EPS

Original SVG artboards and lettering are preserved. Preview frames provide display padding; they do not crop or alter the downloaded files. Original black and white exports are retained unchanged. New blue EPS and PDF exports are RGB references, not approved CMYK or spot separations.

A handoff built for real workflows.

The kit retains the original format families instead of reducing everything to web assets. Choose the file by its use, not by whichever thumbnail opens first.

Format	Use	What is supplied
SVG	Digital, scalable layouts, vector editing	Six layouts × blue, black and white. Original artboards and paths.
PNG	Slides, documents, transparent placement	Same three colours, at the original raster dimensions.
JPEG	Flat previews on white	Original blue/black coverage. No transparent JPEG.
EPS	Vendor vector workflows	Original black/white EPS; clinical-blue RGB vector reference. See production note below.
TIFF	Legacy raster print workflows	Original black TIFF files, unchanged.
PDF	Convenient vector placement and review	Additional blue, black and white exports. Not a PDF/X claim.

One colour-production task remains distinct from the design system.

The original pack contained separate indigo CMYK and PMS exports. They cannot become clinical blue by renaming them. Those legacy files remain in the source archive; current RGB EPS references are supplied instead. Issue final clinical-blue CMYK or spot files only after the output profile, substrate and proof are agreed.

The complete kit

Logo files, the FA02 brand pattern, application fonts and licenses, colour tokens, the readable offline guide, and the unchanged pen source, references, dimensions and printer PDF.

Download brand kit

The source archive

Original dispatch, legacy colour separations and historical packaging references stay separate from current working files. The current FA02 pattern is included in the complete kit.

Open source and reference library

Before releasing an application

Check the original logo is intact, the background suits its colour, clear space survives trimming, and text is readable at the intended size. Verify fonts and linked assets, then proof production artwork on the actual output. A visually correct presentation is not itself a production approval.

Basis of the system

Identity continuity comes from the original AltraPure dispatch and its designer’s specification. Application recommendations follow established brand-guideline practice: explain the purpose of variants, demonstrate them in context, separate logo artwork from working typography, and account for reproduction.

FrontifyLogo variations, background selection and visual usage examples
OneBloodPrimary, monochrome and reversed logo standards
ONSSeparate logo lettering from application typography
W3CText contrast, large type and logo exceptions
AdobeColour management depends on output profile and paper

These sources inform the approach; they do not endorse AltraPure. Spacing, scale and composition recommendations are specific working standards for this guide, not requirements copied from another brand.