Aave Visual Identity Guidelines July, 2024

Index
1 2 3 4
Logo Colors Typeface Brand Accents

Ghost Logomark Primary Palette Brand Typeface The Semicircle

Aave Wordmark Extended Palettes Brand Typeface Weights Using the Semicircle
Aave Logo Logo Colorways Alternative Glyphs Illustrations
Aave Logo Construction Derivative Palettes Typeface Hierarchy
Token Logo Using Brand Typeface
Profile Picture
Ghost Logomark Variations
Derivative Logos
1 Logo
1.1

Ghost

Logomark

The Ghost Logomark stands at the

heart of Aave's visual identity,

embodying the brand across all

platforms.

This Logomark reimagines the

classic Aave ghost symbol to

maintain Aave's image uniformly,

whether in print or digital form, and

regardless of size.

Crafted from sleek, circular designs,

the logomark acts as the foundation

for a broader and richer visual

identity that includes typefaces,

brand accents, and illustrations.

Aave Visual Identity Guidelines

1.2

Aave

Wordmark

The Ghost Logomark is supported

and extended by the Aave

wordmark.

Set in lowercase, the wordmark is

designed to mimic the aesthetics of

the logomark. The clean geometric

forms of the wordmark utilize the

same circular profile established

within the Ghost Logomark.

Aave Visual Identity Guidelines

1.3

Aave

Logo

The full Aave Logo is a combination

of the Ghost Logomark and the

Aave wordmark.

Aave Visual Identity Guidelines

1.4

Aave Logo

Construction

There are multiple ways to utilize

all elements of the Aave logo.

Both the Ghost Logomark and the

Aave

Aave Wordmark can stand alone

Logo
or be combined to create the full

Aave Logo.

Aave
Aave

Ghost Mark Wordmark

Aave Visual Identity Guidelines

1.4

Aave Logo

Construction

Aave Visual Identity Guidelines

1.5

Token Logo

The Aave Token Logo is created by

positioning the original Ghost

Logomark inside a circular

container.

Aave Visual Identity Guidelines

1.6

Profile

Picture

Square Circular

Aave Visual Identity Guidelines

 A delightful feature of the Ghost
1.7
Logomark is its ability to showcase

a spectrum of emotions through the

ghost's facial expressions.

Ghost Logomark

Variations
While these variations of the

logomark should not replace the

primary symbol, they can enhance

personality in specific situations,

such as animated content.

Aave’s Emotion Scale

Content Annoyed Sisu Charmed Zen Merry Excited Shy Spellbound

1.8 Community

Derivative

Logos

Community assets are derivatives of

the main Aave logo and can be used
by the community as needed.

For example, if you’re throwing an

Aave related event, you may want to
use the Aave Events logo rather than
the standard Aave logo, for clarity.

Event
Community

The Community ghost features

star-shaped eyes.

Events

The Events ghost features heart-

shaped eyes.

DAO

The DAO ghost features

rhombus-shaped eyes.



DAO

Aave Visual Identity Guidelines

1.8

Derivative

Logos

A B C

The derivative logos are constructed Derivative

Aave
Derivative

Ghost Mark Wordmark Wordmark

from three core elements:

Specific Ghost Logomark variation.

The original Aave Wordmark.

Specific derivative wordmark

based on the original Aave lettering.





Aave Visual Identity Guidelines

1.8

Derivative

Logos

Every segment of the Aave universe Aave Community Events DAO

is paired with distinct color schemes,

detailed later in this document.

Aave Visual Identity Guidelines

2 Colors
2.6 Grays Purples

Core Palette

The Aave primary palette comprises

two key scales: Gray and Purple.

This primary palette forms the

fundamental color scheme of the
201D1D 9896FF
brand and is intended for use in all
critical visual communications for
Aave, including the Ghost Logomark
and the Aave Wordmark.

837E7E BCBBFF

837E7E E2E0FF

Aave Visual Identity Guidelines

2.6 Reds Blues Yellows Greens

Extended Palettes

Colors from the extended palette are

used for illustrations and derivative
logos.

F24900 1A88F8 FFB800 1F807B

FF8947 48ABFF FFD631 63BBB6

FFC693 A9E7FF FFF7AE 9DEBE7

Aave Visual Identity Guidelines

2.6 Reds Blues

Extended Palettes

Colors from the extended palette are

used for illustrations and derivative
logos.

6BCEF5 1C4886

B5E7FA 1C4886

DFF6FF B0D3FF

Aave Visual Identity Guidelines

2.4

Logo

Colorways

The Aave logo can be paired with

most colors outlined in this guideline;

however, it is recommended to

predominantly use limited logo

colorways derived from the primary

color palette, as illustrated in the

examples.

Aave Visual Identity Guidelines

 Community Events DAO
2.6

Derivative

Palettes

Each Aave derivative (Community,

Events, DAO) has its own unique

custom color palette.

While white from the primary color

palette can be used across all

derivatives, the rest of the colors

should be allocated to their

respective derivatives.

Aave Visual Identity Guidelines

3 Typeface
3.1

Brand

Typeface FT Regola Neue

The Aave brand typeface, FT Regola

Neue by Formula Type, merges

geometric and grotesque elements

into a geo-grotesque style.

Its circular profile complements the

Protocol 781
semicircular shapes common across

the brand's various elements.

Borrow Coin
Assets Flash
Lend Stable
Aave Visual Identity Guidelines 32% Markets
3.2

Brand Typeface

Weights Regular AaBbCc

Medium AaBbCc
FT Regola Neue comes in a set

of different weights:



– Regular

– Medium

– Semibold

Semibold AaBbCc
– Bold

– Italic

Bold AaBbCc
Italic AaBbCc

Aave Visual Identity Guidelines

3.3

Alternative

Glyphs

a a
FT Regola Neue offers two

alternative glyphs for the letter 'a':

– Double-storey [a]

– Single-storey [a]

The single-storey [a] should always

be used in Aave’s visual

communications.

The alternative shapes of the 'a' can

be accessed via OpenType settings.

asset aave
Aave Visual Identity Guidelines asset aave
3.4

Typeface

Hierarchy

Each weight of the brand typeface Inter Regular + Medium Regola Neue Medium + Semibold

and body typeface should be used For larger bodies of text and descriptions For headlines and highlighted text

considering a particular hierarchy:



Inter Regular


Regular should be used for larger

bodies of text and descriptions.

Inter Medium


Medium can be used for both, larger

bodies of text and headlines.

Regola Neue Semibold

Semibold usage should be reserved

only for headlines or highlighting

specific parts of a text.

Aave Protocol has been audited and secured.

The protocol is completely open source, Liquidity Protocol
which allows anyone to interact with a user
interface client, API or directly with the smart
contracts on the Ethereum network.

Earn interest,
Interacting with the protocol involves transactions and,
consequently, transaction fees for using the Ethereum
borrow assets, and
Blockchain. These fees vary based on the network's
status and the complexity of the transaction. build applications
Aave Visual Identity Guidelines
3.5

Using Typefaces

Headlines should be set in either

Regola Medium or Regola Semibold.
This is a short This is a short
headline set in headline set in
Regola Medium Regola Semibold

Body text should be set in Inter.

This is a short body text example set This is a short body text example set
in Inter Regular. Body text is the most in Inter Medium. Body text is the
common element of a document, most common element of a
forming it’s main content and taking document, forming it’s main content
up the most space. and taking up the most space.
Aave Visual Identity Guidelines
3.5

Using Typefaces

Introduction to Aave
Protocol
Decentralised non-custodial

liquidity market protocol

Security

Glossary

Aave Token +
Grants
Aave protocol +

Interacting with Aave protocol + App

Supplied funds storage +

Information shared with TRM labs +

Aave Visual Identity Guidelines

4 Brand Accents
4.1

The Semicircle

The semicircle is a modular brand Logomark The Semicircle

accent, originating from the Aave

Ghost Logomark's initial shape.

This simple graphic element can be

versatilely employed to complement

and enhance the other visual assets.

Aave Visual Identity Guidelines

4.2

Using The Semicircle A B C

The semicircle can be used in

a variety of ways:



Used as a stand-alone element.

Repeated, layered and rotated.

Overlapped to form more complex

pattern elements.

Aave Visual Identity Guidelines

4.2

Using The Semicircle Simple Detailed

The modularity of the semicircle

allows for total control over the

complexity of patterns.

The patterns can vary from very

simple to detailed.

Aave Visual Identity Guidelines

4.2

Using The Semicircle A B

The Semicircle element can be

paired with text.


Text can be placed below, above

or next to the semicircular elements.

Avoid overlapping text and

semicircles.

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Learn the basics. 9 Articles Interact with Aave easily.

Aave Visual Identity Guidelines

4.3

Illustrations

Another significant brand feature is

a collection of illustrations depicting

Ronnie, a friendly ghost mascot.

These illustrations can function as

purely decorative elements or be

employed to elucidate different

facets of the Aave universe.

Aave Visual Identity Guidelines

4.3

Illustrations A B

Illustrations come in various

degrees of complexity and detail

Aave Visual Identity Guidelines

 Purple Red Green
4.3

Illustrations

The illustrations are semitransparent

and will blend with solid background

colors.

Aave Visual Identity Guidelines

Aave Visual Identity Guidelines

Creative Direction: Benji Taylor


Design: Rokas Sutkaitis

Illustration: Noah Farrar

Additional contributions by Alex Vanderzon, Paris Rouzati,

Stani Kulechov, Ben South, & Gavin Atkinson.


Typeface by Formula Type.