← Back to siteBrand Guidelines

Brand Guidelines · Version 1.0 · 2027

How we show up.

The standards for presenting Uncharted: the future of brands — a joint event from Aivanta Inc. and IAB — across every touchpoint, from stage to screen to inbox.

01Logo 02Color 03Typography 04Voice

01 — LOGO

The lockup

Three parts, always together: the green LED dot-matrix Uncharted wordmark, the hand-lettered the future of brands script, and the partner endorsement. Never redraw, re-typeset or separate them.

Primary lockup · full color on white $Uncharted: the future of brands \u2014 a joint event from Aivanta Inc. and IAB$

On Lilac Mist

Preferred light background.

On Blush

Approved tint for print and social.

Reversed lockup
file pending

On Deep Violet

Use the reversed artwork only — never the color file.

Clear space

x = height of the “U”

xxxx

Keep a protected zone equal to the cap height of the “U” in Uncharted on all four sides. No type, imagery or edges may enter it.

Minimum size

width of full lockup

Digital · 200 px

Print · 40 mm

Below these sizes the endorsement becomes illegible. For favicons and avatars, use the Uncharted marker alone.

Don’ts

Don’t stretch or distort.

Don’t rotate.

Don’t recolor.

Don’t place on busy or clashing color.

Don’t add effects or shadows.

Partner lockup

Aivanta always leads, followed by a hairline divider and IAB. Match the optical heights of both marks. Each partner’s own guidelines govern its mark.

Naming

✓Uncharted: the future of brands — first reference

✓Uncharted — subsequent references

×Uncharted + The Future of Brands, UNCHARTED, FOB

“the future of brands” is always lowercase. The colon is part of the name.

02 — COLOR

Palette

A violet-to-magenta spectrum drawn from the script lettering, charged by a single electric green. Click any code to copy it.

PRIMARY

Foundation

Deep Violet

RGB 45 10 72
CMYK 37 86 0 72
PMS 2627 C

Script

Royal Violet

RGB 139 21 154
CMYK 10 86 0 40
PMS 2602 C

Script

Magenta

RGB 197 22 141
CMYK 0 89 28 23
PMS 233 C

Accent

Hot Pink

RGB 240 6 89
CMYK 0 98 63 6
PMS 192 C

Signal

Uncharted Green

RGB 32 207 39
CMYK 85 0 81 19
PMS 802 C

SUPPORTING & NEUTRALS

Plum

RGB 88 16 120

Lime

RGB 165 240 68

Lilac

RGB 229 201 237

Blush

RGB 246 216 233

Lilac Mist

RGB 252 248 253

Ink

RGB 32 21 43

Mauve Grey

RGB 138 122 150

Proportion

40 Lilac Mist30 Deep Violet15 Violet8 Magenta5 Hot Pink2 Green

Lead with light and deep neutrals. Uncharted Green is a spark, not a field — reserve it for the marker, primary CTAs and live indicators.

Accessible pairings

AaAAA

AaAA

AaAAA

AaAA

Never set body text in green on light backgrounds or in hot pink on violet.

03 — TYPOGRAPHY

Typefaces

Two fonts do almost all the work: Bricolage Grotesque for headlines and Hanken Grotesk for everything you read. Two accent fonts add small moments of personality — use them sparingly.

CORE · 95% OF TEXTBricolage + HankenIf you only remember one rule: headlines in Bricolage, everything else in Hanken.

ACCENT · 5% OF TEXTDoto + JetBrains MonoSmall labels and short signal phrases only. Never for paragraphs or headlines.

01Headlines

Bricolage Grotesque

Our voice at its loudest. A bold, slightly quirky sans-serif that gives headlines character without shouting. Set it tight — slightly negative letter-spacing — and keep headlines short.

Use forPage titles, section headings, big numbers (like $1,950), button labelsAvoidLong paragraphs, small print under 16pxWeightExtraBold (800) for headlines · Bold (700) for subheads

One room.
The right people.

02Body text

Hanken Grotesk

A clean, highly readable workhorse. Anything people actually read — descriptions, bios, emails, navigation — is set in Hanken. Use Semibold to highlight key phrases rather than switching fonts.

Use forParagraphs, navigation, forms, captions, emailsAvoidHeadlines (use Bricolage instead)WeightRegular (400) for text · Semibold (600) for emphasis

The biggest changes in our industry deserve the brightest minds in the room. For the first time, AIVANTA and IAB are bringing together the leaders shaping the future of brands.

03Accent · signal

Doto

A dot-matrix font that echoes the event's neon-sign energy. It works like a neon sign: a short, punchy phrase that signals something live or important. Its punctuation renders as dots, so always set periods and colons in Bricolage.

Use forShort phrases of 5 words or fewer, on dark backgrounds, in Uncharted GreenAvoidSentences, body copy, anything that must be read quicklyWeightBlack (900) only

Be in the room.

04Accent · labels

JetBrains Mono

A small, technical-looking font for metadata. It sits above headlines as an "eyebrow" label or marks dates, times and section numbers. Usually set in capitals with wide letter-spacing.

Use forEyebrow labels, dates, section numbers, color codesAvoidHeadlines and paragraphsWeightRegular (400) · Medium (500)

MAY 4, 2027 · NEW YORK CITY
03 — TYPOGRAPHY

How they work together

MAY 4, 2027 · NEW YORK CITYThe future isn’t waiting for brands.One room. The right people. Conversations that will define what’s next.

1Eyebrow — JetBrains Mono, 13px, capitals. Sets context.

2Headline — Bricolage ExtraBold, tight spacing. The one thing to remember.

3Body — Hanken Regular, 17px, with Semibold for emphasis.

All four fonts are free from Google Fonts. For Office documents where they aren’t installed, substitute Arial Black for headlines and Arial for body.

04 — VOICE

How we sound

Confident, curious and direct. We speak like a smart peer in the room — never a vendor at a booth.

Bold, not loud.Short declaratives. One idea per sentence. No exclamation marks.

Curated, not exclusive.“The right people” — never “VIP” or “elite.”

Forward, not hype.Name real shifts. Skip buzzwords like “synergy,” “game-changing” and “disrupt.”

✓ WRITEOne room. The right people. Conversations that will define what’s next.

× AVOIDJoin us for an exclusive, game-changing VIP experience you won’t want to miss!