BRAND GUIDELINES
This brand guide is your essential resource for maintaining a consistent and powerful display of EC-United. It outlines our visual and verbal standards, ensuring that every interaction with EC-United reinforces our reputation as a leading tech consulting firm. From logo usage to messaging guidelines, this page provides the tools needed to present EC-United accurately and effectively across all platforms and media channels.
This graphic represents the main parent logo that envelopes the three main service towers that EC-United operates. This graphic contains custom lettering for EC-United and an abstract depiction of the African symbol that embodies transformation. Below are additional variations that represent each individual tower of service used for communicating and uplifting the excellence and capabilities within each domain. Three powerful service towers illustrate the synergistic prowess of EC-United’s expertise.
There will be times when communicating on behalf of the brand where additional logo variations may be required. It is up to YOU to determine the best identity graphic to put EC-United’s best foot forward. If you are unsure about which logo is best, reach out to hsnow@ec-united.com for guidance.
HOW TO USE THE EC-UNITED LOGO
Protecting the integrity of our logo is paramount to maintaining a strong brand identity. Always use the approved logo files and never alter, distort, or stretch the logo in any way. Ensure the logo has sufficient clear space around it and is placed on backgrounds that provide adequate contrast. Avoid laying the logo over busy imagery or patterns that may compromise its visibility. Maintain the logo’s original proportions and color scheme at all times. When resizing, scale the logo proportionally to preserve its shape. Remember, consistent and proper logo usage across all materials reinforces our professional image and brand recognition.
COLOR
The primary color, a rich and powerful red, forms the cornerstone of the brand’s visual identity. Red exudes confidence, dynamism, and authority, making it an ideal choice for businesses seeking to project strength and leadership. This bold hue also conveys passion, excitement, and energy, capturing attention and stimulating action.
R: 191
G: 32
B: 37
#BF2025
R: 0
G: 0
B: 0
#000000
R: 68
G: 66
B: 66
#444242
The secondary colors, a rich true black and a deep grey tinted slightly with the branded red, complement the primary color by adding sophistication and elegance to the palette. Black symbolizes control, exclusivity, and timelessness, enhancing the brand’s premium positioning. The deep grey, with its subtle red tint, bridges the gap between the vibrant primary color and the stark secondary, offering a sense of balance and professionalism.
The tertiary colors, representing the spectrum of light from orange to violet, provide versatility and depth to the brand’s visual language. This rainbow of hues allows for creative expression across various applications:
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Orange conveys affordability and sociability
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Yellow suggests optimism and mental clarity
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Green symbolizes growth and sustainability
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Blue evokes trust and reliability
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Indigo and violet add depth and creativity to the palette
R: 239
G: 113
B: 43
#EF712B
R: 251
G: 176
B: 64
#FBB040
R: 7
G: 173
B: 75
#07AD4B
R: 39
G: 170
B: 225
#27AAE1
R: 36
G: 63
B: 134
#243F86
R: 127
G: 63
B: 152
#7F3F98
Protecting the Name
Always EC-United. Never ECU.
EC-United is already an abbreviated name for Executive Consultants United. Every written, spoken, or visual portrayal of the name should only ever be EC-United in short form or Executive Consultants United in long form. The name should never appear as ECU or EC United. The brand name needs to represent strength and unity. It must always be used consistently. EC-United is not a university or institute and referring to EC-United as ECU or any other abbreviated short form will diminish the brand’s reputation and cause confusion amongst clients and prospective customers.
Mission
EC-United is a nationally certified MBE technology firm, led by former IT executives, with proven transformative impact across Professional IT Services, Value-added Reselling & Workforce Labor Solutions.
Vision
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Principles
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The EC-United Brand Promise
Working with Executive Consultants United elevates all assurances that top-tier leaders examine every challenge to craft customized solutions.
WE ARE PIONEERS
We know how important IT is to powering your business. Once former IT executives, now we enable enterprises to swiftly adapt to digital transformations with access to affordable technology solutions at scale.
WE ARE PRESENT
WE ARE PROVIDERS
We provide an expansive network of Subject Matter Expertise with a proven record in collaboratively setting and smashing goals. Client needs become our guiding beacon as we augment enterprise teams.
WE ARE PRACTICED
WE ARE PARTNERS
We are the extension of your team that feels fresh, able and responsive. Our staffing support models outperform SLAs with technical expertise and leadership skillsets that transform response times.
WE ARE PREPARED
WE ARE YOU
Photography
Our imagery style showcases diversity while incorporating abstracted technology elements. Photographs should be high-quality, featuring a range of people, settings, and tech environments. Where appropriate, overlay subtle, tasteful graphic elements that represent technology concepts. This approach creates a visual link between human expertise and technological innovation. Ensure all images are properly licensed and align with our brand’s professional yet forward-thinking ethos.
Iconography
We employ a consistent line icon style across all materials. These icons should be simple, clean, and easily recognizable. Use uniform line weights and avoid complex details. Icons should be designed to work well at various sizes, from small mobile displays to large presentation screens. Our line icons serve to simplify complex tech concepts and enhance visual communication without overpowering other design elements.
Illustration
This illustrative style, characterized by interconnected dots and triangles forming intricate objects, embodies a sense of excitement, futurism, and forward-thinking innovation. The geometric precision of this design reflects the essence of connecting the dots—a metaphor for uniting disparate elements to create something greater. This aligns with EC-United’s vision of bringing together technology capabilities with the prowess of professional expertise to achieve common success for clients.
Triangles, a core element of this style, symbolize stability, direction, and progress. Their dynamic arrangement conveys motion and purpose, while the connecting lines and points evoke collaboration and interconnectedness. This visual approach not only emphasizes clarity and structure but also resonates with themes of innovation and unity, making it ideal for brands focused on technological advancement and collective achievement.
TYPOGRAPHY
Versatility is key to effective communication, which is why EC-United leverages the power of Google Fonts to ensure our brand aesthetic remains consistent across all mediums and platforms. The selected typefaces complement the overall brand and can be universally deployed.
Poppins
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Poppins stands as the primary typeface for titles and headings, selected for its clean, geometric structure and exceptional legibility. Its modern design ensures clarity across both digital and print media, reinforcing the brand’s commitment to accessible communication. The wide range of weights available within the Poppins family offers flexibility to create visual hierarchy and emphasis, while maintaining a consistent and professional aesthetic. This font reflects a forward-thinking approach, aligning perfectly with EC-United’s innovative spirit.
Noto Serif
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Noto Serif is the designated typeface for body copy and content. Renowned for its elegant serifs and balanced letterforms, Noto Serif exudes a sense of professionalism and expertise. Its design ensures optimal readability, particularly in smaller sizes, making it ideal for conveying detailed information clearly and concisely. The font’s versatility and extensive character set support a wide range of languages, underscoring the brand’s dedication to global accessibility and inclusivity. Noto Serif enhances the credibility of written content, establishing EC-United as a trusted and knowledgeable authority.