ALTOPAY
Brand guidelines
Reference AltoPay brand guidelines with details about our logo, colors, and more.
Icon
Our well-recognized mountain icon is a visual representation of alto, the Italian word for high. Our logo reinforces our ongoing commitment to taking businesses to new heights.
The icon can be used as a stand-alone element to represent the AltoPay brand — especially when space is limited. Common icon-only use cases include profile images, branded imagery, etc.
Color variations
Our logo works best in full color on a white background. This style should be used whenever possible.
Alternatively, the dark version of our logo can be used on light colored backgrounds when a single color is required.
For dark or colored backgrounds, the logo should be white or a combination of white and green.
Icon color variations should follow the same guidelines as our logo with a green icon serving as the default for white backgrounds.
Logo use best practices
Consistent presentation is an important part of ensuring the AltoPay logo is recognizable. Please follow these guidelines.
- Do use the light logo version over dark backgrounds whenever possible.
- Do use the AltoPay icon as a substitute for the wordmark whenever font legibility is an issue.
- Do add an overlay when displaying the logo over busy backgrounds.
- Do use the solid gray or white logo for use cases when a full color logo is not a viable option.
- Avoid compressing or stretching the logo.
- Avoid rotating the logo.
- Avoid crowding the logo.
- Avoid adding effects like shadows, dimensions, and gradients to the logo.
- Avoid using a white logo on a light colored background.
- Avoid using a low resolution logo.
Logo spacing
The AltoPay logo needs room to breathe. At a minimum, the white space surrounding the logo should be equivalent to the “O” in our wordmark.
Brand colors
Color plays an important role in our brand identity.
Primary colors
Midnight Purple
#291c79
RGB 41 28 121
- Background
- Accents
- Text
- Buttons
- Links
Logo Green
#a2d072
RGB 162 208 114
- Background
- Accents
- Text (on dark backgrounds)
- Buttons (with gray or purple text)
- Links
Apple Green
#7cac38
RGB 124 172 56
- Background
- Accents
- Text (on white background)
- Buttons
- Links
Text Gray
#3c4259
RGB 60 66 89
- Background
- Accents
- Text
- Buttons
- Links
Background Gray
#f2f4f1
RGB 242 244 241
- Background
- Accents
- Text
- Buttons
- Links
White
#ffffff
RGB 255 255 255
- Background
- Accents
- Text
- Buttons
- Links
Secondary colors
Cerulean
#3a819f
RGB 58 129 159
Spring Green
#157145
RGB 21 113 69
Light Blue
#e4f2fd
RGB 228 242 253
Cool Gray
#cbcbd3
RGB 203 203 211
Typography
We use clean, accessible, sans-serif fonts to remove distractions and improve clarity.
Radio Canada Big
Heading text
Roboto
Paragraph text
