Here you’ll find the core design elements of the Adfinis brand, including our company logo, color palette, fonts, and mascot. Our brand guidelines ensure we maintain a consistent visual language that reflects our brand personality and aligns with our strategy.
The Adfinis brand represents openness, trust, technical excellence, and a strong community spirit. It reflects who we are, what we stand for, and how we engage with clients, partners, and colleagues. We have provided key brand assets below to help you create materials that align with our brand identity.
Thank you for following our brand asset guidelines. This helps maintain a cohesive, authentic, and recognizable Adfinis presence across all channels.
Resources for Download
The standard, preferred Adfinis logo is the horizontal logo in the color sapphire.
If you require a different version of the logo (e.g. due to space constraints), you can also use a vertical version or just the emblem without the text.
A white-colored logo is available for dark backgrounds, and a stone-colored logo is available for black/white formats.
Source Sans Pro (aka Source Sans 3) in font weight Light is Adfinis’s primary font.
To emphasize specific text (e.g. key words or terms, company names), we use font weight Semi Bold (not Bold) for added attention.
If Source Sans Pro is not available, we use Arial.
Adfinis’s primary mascot is Lunkwill, an otter with a yellow beanie that is affectionately known as Lunki.
Our secondary mascot, Lunkina, has an orange beanie and supports Lunki in certain messaging.
Our mascots are used for internal or community purposes, such as meetups, GitHub repositories, career fairs, and social events.
In our company logo, the emblem combines the “A” of Adfinis with an open design that symbolizes our openness and transparency. A penguin (Tux) is also recognizable, which further underlines our connection to open source and our competence in the Linux field. Do you see it?
In both print and digital formats, please maintain a margin around the entire logo equal to the height of the “A”. No text or images should encroach upon this area.
Do not:
HEX #2E4B98
RGB R: 46 G: 75 B: 152
CMYK C: 92 M: 74 Y: 3 B: 0
HEX #1C2E5D
RGB R: 28 G: 46 B: 93
CMYK C: 100 M: 88 Y: 34 B: 25
HEX #0F0F0F
RGB R: 15 G: 15 B: 15
CMYK C: 81 M: 72 Y: 62 B: 90
HEX #FFFFFF
RGB R: 255 G: 255 B: 255
CMYK C: 0 M: 0 Y: 0 B: 0
HEX #FFCA31
RGB R:255 G:202 B:49
CMYK C:0 M:23 Y:85 K:0
HEX #249087
RGB R:36 G:144 B:135
CMYK C:79 M:21 Y:50 K:5
HEX #484848
RGB R: 72 G: 72 B: 72
CMYK C:63 Y:54 M:51 K:51
HEX #8B8B8C
RGB R:139 G:139 B:140
CMYK C:46 M:36 Y:35 K:16
HEX #F5F6F5
RGB R:245 G:246 B:245
CMYK C:5 M:3 Y:4 K0
CLOUD JOURNEY
HEX #55C0EE
RGB R: 85 G: 192 B: 238
CMYK C: 63 M: 3 Y: 0 B: 0
SECURITY JOURNEY
HEX #E56820
RGB R: 229 G: 104 B: 32
CMYK C: 4 M: 69 Y: 93 B: 0
SYSTEM AUTOMATION JOURNEY
HEX #6E0069
RGB R: 110 G: 0 B: 105
CMYK C: 69 M: 100 Y: 21 B: 12
FORMS AND WORKFLOWS JOURNEY
HEX #7E9600
RGB R: 126 G: 150 B: 0
CMYK C: 57 M: 23 Y: 100 B: 7
DIGITAL SOVEREIGNTY JOURNEY
HEX #E30D74
RGB R: 227 G: 13 B: 116
CMYK C: 2 M: 97 Y: 16 B: 0
DEVELOPER JOURNEY
HEX #F7C6A5
RGB R: 247 G: 198 B: 165
CMYK C: 2 M: 28 Y: 37 B: 0
We value friendly, simple, and down-to-earth communication that matches our commitment to collaboration, integrity, and transparency. We also avoid using AI-generated or heavily-edited images. Instead, we prefer high-quality, natural-looking imagery that reflects our core values.
Adfinis’s official company language is English, using American spelling. We may also use the local language of specific countries or regions in our external communications to better engage with audiences in their native tongue.
Some of our language conventions in English:
» Common nouns or adjectives, including “open source”, “cloud native”, “infrastructure as code”, and “software supply chain”, are not capitalized unless they are part of a proper name or title.
» Open source or cloud native are not hyphenated (-), even when they are functioning as adjectives.
» The possessive forms of Adfinis end with apostrophe-s (“Adfinis’s”).
» We avoid unnecessary gendering of people or roles (e.g. chair instead of chairman)
In other languages, the punctuation rules and conventions for that language apply. We don’t translate well-established IT industry terms like cloud, cloud native, code, cybersecurity, deployment, infrastructure as code (IaC), managed services, secrets management, etc. In German, we use the informal “du” form as much as possible, reflecting our approachable way of working.