# AFG Corp Brand Guidelines

Version: 2026-09-08
Status: Current digital reference compiled from the supplied February 2025 identity presentation and original logo artwork.
Canonical portal: https://brand.afgcorp.com.au

This document is written to give designers, developers and AI tools usable brand context. Treat the URLs in this document as canonical, production-hosted assets. Do not invent or redraw AFG Corp artwork.

## Brand positioning

AFG Corp connects thoughtful action with lasting progress. Its identity is grounded in Eudaimonia — human flourishing — through food, housing, sustainable business practices and a balance of people, environment and profitability.

Core idea: Thoughtful action. Lasting progress.

Brand principles:

- People
- Environment
- Profitability

## Voice and writing

Write with clarity, confidence and purpose. Prefer concise, human language that connects practical action to long-term value. Avoid inflated claims, jargon and vague sustainability language. Use the name “AFG Corp” exactly as written.

## Colour palette

| Colour | Hex | Recommended use |
|---|---:|---|
| Navy | #132048 | Primary brand field, headings and high-contrast backgrounds |
| Viridian | #4BA484 | Primary signal colour, buttons and key accents |
| Ice Blue | #DAE1E9 | Quiet backgrounds, rules and supporting surfaces |
| Green | #7CC24D | Secondary brand accent |
| Azure | #0098CD | Secondary brand accent and accessible focus states |
| White | #FFFFFF | Reverse artwork and content on dark fields |

Use Navy and Viridian as the dominant pairing. Check contrast before placing text over Green, Azure or photographic backgrounds.

## Typography

Primary brand typeface: Articulat CF. Use the licensed family where AFG Corp has supplied it. Typeface reference: https://connary.com/fonts/articulat/

Digital fallback: Inter. Use Inter when Articulat CF files are unavailable. Source: https://fonts.google.com/specimen/Inter

Email-safe fallback: Arial, Helvetica, sans-serif.

Typography hierarchy:

- Display and headings: Articulat CF, bold or strong weight.
- Body copy and interface text: Articulat CF at a regular weight; Inter where the licensed font cannot be embedded.
- Email signatures: Arial for dependable rendering across mail clients.

Do not imitate Articulat CF with an unrelated display face. Do not distribute licensed font files unless their licence explicitly permits it.

## Approved hosted artwork

These absolute HTTPS URLs are public, versioned and suitable for websites, email templates, documents and AI-assisted production.

| Asset | Hosted URL | Use |
|---|---|---|
| Primary navy logo | https://brand.afgcorp.com.au/brand-public/v1/site/portal-logo.png | Light or white backgrounds |
| Reverse white logo | https://brand.afgcorp.com.au/brand-public/v1/site/portal-logo-white.png | Navy, dark or photographic backgrounds |
| Viridian icon | https://brand.afgcorp.com.au/brand-public/v1/site/favicon.png | Favicon, avatar or compact brand mark |
| Email signature logo | https://brand.afgcorp.com.au/brand-public/v1/signatures/main-logo.png | Approved email-signature layout |
| Logo with tagline | https://brand.afgcorp.com.au/brand-public/v1/signatures/tagline-logo.png | Layouts that require the supplied tagline lock-up |
| Letterhead logo | https://brand.afgcorp.com.au/brand-public/v1/site/letterhead-logo.svg | Letterhead and print-resolution document layouts |
| Cover-page reverse logo | https://brand.afgcorp.com.au/brand-public/v1/site/cover-logo.png | Approved dark cover-page composition |
| Cover-page icon | https://brand.afgcorp.com.au/brand-public/v1/site/cover-icon.png | Supporting cover-page mark |

Do not alter the files at these URLs. Download and host a controlled copy when a platform cannot reliably reference a remote asset.

## Logo system and usage

The supplied library contains the AFG Corp logo, logo with tag, icon and outline icon. Use the approved colour variant that provides the clearest contrast.

- Preserve the original proportions and surrounding clear space.
- Use the reverse logo on dark fields and the Navy logo on light fields.
- Never redraw, recolour, stretch, rotate, crop, outline or add effects.
- Never rearrange the mark, wordmark or tagline.
- Do not place the logo over visually busy imagery without a controlled contrast field.
- Use supplied AI artwork as the professional production authority. Portal SVG files are direct conversions for digital use.

## Photography and layouts

Choose imagery that feels purposeful, credible and human. Favour real environments, natural light and compositions with enough negative space for the brand system. Avoid generic corporate imagery, excessive filters and decorative effects that compete with the logo.

Use spacious layouts, strong Navy fields, restrained Viridian accents and clear information hierarchy. Rounded interface treatments belong to the digital portal and should not replace the supplied identity system in general brand collateral.

## Templates and signatures

The portal provides newly created email-signature, cover-page and letterhead tools based on supplied AFG Corp assets. Replace all sample personal details before use. These applications should not be described as previously approved artwork unless AFG Corp stakeholders approve them separately.

Protected tools:

- https://brand.afgcorp.com.au/signatures
- https://brand.afgcorp.com.au/cover-page
- https://brand.afgcorp.com.au/letterhead

## Source priority

When sources conflict, use this order:

1. Supplied original AFG Corp AI artwork and February 2025 identity presentation.
2. The versioned hosted artwork URLs in this guide.
3. This Markdown guide and the current brand portal.
4. Portal-created templates and generated derivatives.

Ask AFG Corp for approval when a proposed use is not covered here. Never infer new colours, logo arrangements or brand claims from unrelated reference material.