🎉 CONGRATULATIONS, ASB IMPACT!
After the research, strategy, exploration, refinement, feedback and countless small decisions that brought everything together, the new ASB Impact visual identity is ready to step into the world.
Welcome to the Living Tree.
What you are downloading here is not simply a logo.
It is the complete ASB Impact visual identity system — carefully prepared for professional design, print, digital communications, websites, social media, mobile applications, conferences, merchandise, presentations and future brand development.
At the heart of the identity is the Living Tree: a symbol of knowledge, growth, community and meaningful outcomes.
Four branches reach outward.
The circular fruits represent positive outcomes.
The enclosing ring brings everything together through connection and continuity.
And quietly at the centre of the tree sits the hidden lowercase “i” — Impact.
The roots remain.
The identity has grown.
Welcome to the next chapter of ASB Impact.
BEFORE YOU BEGIN
00 — START HERE
If you’re unsure which file to use, start here.
This folder contains two important reference documents:
ASB Impact — Final Identity Usage Guide
A practical introduction to the final identity and the supplied logo assets.
README — Which File Should I Use?
A quick reference designed to help anyone working with ASB Impact choose the appropriate file format for a particular application.
For more comprehensive guidance, also refer to the complete:
ASB Impact Brand Standards Manual
This is the main reference document for maintaining consistency across the identity.
It covers the visual system in greater depth, including logo usage, clear space, sizing, colour, typography, hierarchy, visual do’s and don’ts and practical brand applications.
Whenever a designer, agency, printer, supplier or internal team member begins working with the identity, this manual should be treated as the primary reference point.
THE OFFICIAL LOGO SYSTEM
Across the main logo folders you will find nine approved versions of the ASB Impact identity.
The numbering remains consistent between file formats so the correct artwork is easy to identify.
01 — Primary Logo
The principal ASB Impact identity.
Use this as the first choice wherever sufficient space is available.
02 — Secondary Logo
An alternative approved configuration for layouts where the proportions of the Primary Logo are less suitable.
03 — Brandmark
The standalone Living Tree symbol.
Use this for compact applications where the complete wordmark would become too small or unnecessary.
04 — Primary Logo Inverted Color
The approved inverted Primary Logo for appropriate dark-background applications.
05 — Secondary Logo Inverted
The inverted Secondary Logo.
06 — Brandmark Inverted
The inverted standalone Living Tree.
07 — Primary Logo Black & White
The monochrome Primary Logo for restricted-colour production.
08 — Secondary Logo Black & White
The monochrome Secondary Logo.
09 — Brandmark Black & White
The monochrome standalone Living Tree.
These nine variants form the official ASB Impact logo family.
Do not recreate, trace, recolour or rebuild them.
Always begin with the supplied master artwork.
PROFESSIONAL MASTER FILES
01 — AI Masters
9 Adobe Illustrator master files
This folder contains the editable professional source artwork for all nine approved logo variants.
AI files should primarily be used by professional designers and production specialists working in Adobe Illustrator.
These are master assets.
Do not casually modify the artwork, proportions, colours, typography or relationship between elements.
Recommended for:
Professional design
Advanced artwork preparation
Large-format production
Specialist supplier requirements
Future authorised brand development
02 — SVG Vector
9 scalable SVG files
All nine approved logo variants are supplied as SVG artwork.
SVG is particularly useful for modern websites and digital interfaces because it remains perfectly sharp regardless of screen size or pixel density.
Recommended for:
Websites
Web applications
Digital interfaces
Responsive design
High-density displays
Scalable online graphics
Where supported, SVG should generally be preferred over JPG or PNG for displaying the logo on a website.
03 — PDF Print · RGB
9 vector PDF files in the RGB colour environment
These files are intended for professional workflows where the artwork needs to remain vector but will primarily be viewed or reproduced in an RGB/digital environment.
Recommended for:
Digital documents
Screen-based presentations
Certain digital production workflows
Professional artwork exchange where RGB is required
04 — PDF Print · CMYK
9 vector PDF files prepared for CMYK-oriented print production
Use these when supplying the identity to professional printers working within a CMYK process.
Recommended for:
Commercial printing
Conference collateral
Printed stationery
Brochures
Printed marketing material
Professional print suppliers
Please remember that physical colour reproduction varies between printers, papers, inks, materials and production processes.
For colour-critical work, request a physical proof before approving a full production run.
05 — EPS Vector
9 professional EPS files
EPS provides another highly compatible vector option for professional production environments.
It is particularly useful when working with suppliers whose production systems request EPS artwork.
Recommended for:
Signage
Embroidery setup
Merchandise suppliers
Large-format production
Specialist printing
Legacy professional production workflows
If a supplier asks for “a vector logo,” SVG, EPS, AI or vector PDF should normally be supplied rather than JPG or PNG.
PNG DIGITAL FILES
PNG is the preferred everyday format whenever the logo needs transparency.
Three resolutions are supplied.
06 — PNG Digital · 512 px
9 PNG files
Compact digital versions of all nine approved logo variants.
Recommended for:
Small digital graphics
Documents
Interface applications
Email graphics
Compact web use
07 — PNG Digital · 1024 px
9 PNG files
A versatile medium-resolution set suitable for most everyday digital applications.
Recommended for:
Presentations
Web graphics
Social graphics
Digital documents
General marketing material
08 — PNG Digital · 2048 px
9 high-resolution PNG files
Use these where a larger raster version is required while retaining transparency.
Recommended for:
Large digital graphics
High-resolution presentations
Large social artwork
High-density displays
Do not unnecessarily enlarge PNG artwork beyond its supplied dimensions.
If significantly larger reproduction is required, use one of the vector formats.
09 — CONFERENCE READY
A dedicated supplier-ready event toolkit
This folder has been specifically prepared to make conference and event production easier.
It contains 12 carefully selected professional files covering the:
Primary Logo
Secondary Logo
Brandmark
in appropriate combinations of:
CMYK PDF
RGB SVG
EPS
Black EPS
This means an event organiser, merchandise supplier, exhibition company, signage manufacturer or printer can be given this folder without having to navigate the complete master archive.
Use Conference Ready for:
Conference banners
Exhibition stands
Stage graphics
Signage
Tablecloths
Printed merchandise
Delegate materials
Badges
Large-format graphics
Promotional products
Where possible, give professional suppliers these files rather than screenshots or downloaded website graphics.
JPG DIGITAL FILES
JPG is useful when transparency is not required and a universally compatible digital image is preferred.
Three resolutions are supplied.
10 — JPG Digital · 512 px
9 JPG files
Compact versions for everyday digital applications.
11 — JPG Digital · 1024 px
9 JPG files
A versatile medium-resolution set suitable for presentations, documents and general online communication.
12 — JPG Digital · 2048 px
9 high-resolution JPG logo files
This folder also contains the JPG Usage README explaining the intended use of the supplied files.
Use these for larger digital applications where a fixed background is acceptable.
PNG or JPG?
Choose PNG when transparency is required.
Choose JPG when the image will sit on a fixed background and transparency is unnecessary.
For professional print or significant enlargement, choose vector artwork instead.
13 — SOCIAL MEDIA PROFILE PICTURES
Ready to upload. No resizing required.
A dedicated profile-picture system has been prepared using the standalone Living Tree Brandmark.
The Brandmark is used rather than squeezing the complete wordmark into a small profile image, allowing the identity to remain recognisable even when displayed at very small sizes.
Every profile image uses a clean:
#FFFFFF — Pure White
background.
Deliberate safe space has been retained around the Living Tree to protect it when social platforms display profile images inside circular crops.
1080 × 1080 px
PNG + JPG
1080 × 1080 px
PNG + JPG
YouTube
800 × 800 px
PNG + JPG
X / Twitter
400 × 400 px
PNG + JPG
LinkedIn Company Page
400 × 400 px
PNG + JPG
TikTok
1080 × 1080 px
PNG + JPG
Threads
1080 × 1080 px
PNG + JPG
600 × 600 px
PNG + JPG
A dedicated Social Profile Usage README is also included.
Important
Do not crop closer to the Living Tree.
Do not enlarge the symbol simply to fill the square.
The white space around it is intentional and protects the identity when platforms apply circular or responsive cropping.
14 — MOBILE APP ICONS
A complete mobile icon package for Android and Apple devices
This folder contains 80 individual production files covering Android and the Apple device ecosystem.
Rather than supplying a single generic square image, the Living Tree has been prepared as a structured application-icon package suitable for development workflows.
Android
The Android package contains the appropriate launcher artwork across multiple density groups, including:
mdpi
hdpi
xhdpi
xxhdpi
xxxhdpi
It also includes:
Launcher icon artwork
Round launcher artwork
Foreground artwork
Adaptive-icon XML resources
Launcher background resource
Play Store icon
These files can be handed directly to an Android developer as the starting application-icon asset package.
Apple Devices
A comprehensive Apple icon set is also included.
The package contains an AppIcon.appiconset with the appropriate assets for multiple Apple contexts, including:
iPhone
iPad
Mac
Apple Watch
iOS marketing / App Store applications
The accompanying asset-catalog data is included for development implementation.
A dedicated Messages Icon sticker asset set is also included, with the relevant icon artwork and accompanying asset information.
Developers should preserve the supplied file structure when integrating these assets into an application project.
15 — WEBSITE FAVICON
A complete website icon package
Seven files are supplied for browser and web-app implementation:
favicon.ico
Traditional multi-purpose browser favicon.
favicon.svg
Scalable modern favicon artwork.
favicon-96×96.png
Raster browser icon.
apple-touch-icon.png
Icon prepared for Apple touch/bookmark applications.
web-app-manifest-192×192.png
Web-app icon.
web-app-manifest-512×512.png
High-resolution web-app icon.
site.webmanifest
Manifest information for compatible browsers and progressive web-app environments.
Developer note
Where possible, preserve the filenames exactly as supplied when implementing the favicon package.
16 — ANIMATED LOGO
The Living Tree in motion
Five animation assets are included across three useful formats.
MP4
ASB Impact Concept Presentation Logo.mp4
A widely compatible video format suitable for presentations, websites, social media and standard video workflows.
GIF
ASB Impact Evolution Logo.gif
An animated identity asset showing the evolution of the mark.
ASB Impact Animated Logo.gif
A lightweight animated version suitable for compatible digital applications.
MOV
ASBimpact Animated Logo With Transparent Background.mov
A transparent-background motion asset for professional compositing and video production.
ASBimpact Animated Logo With Transparent Background Square 1080×1080.mov
A square 1080 × 1080 transparent-background version suitable for social and other square-format motion applications.
Recommended applications
Video intros and outros
Presentations
Social media
Event screens
Website motion
Digital campaigns
Professional video production
Do not add arbitrary effects, filters or alternative animations that change the intended behaviour of the identity.
17 — BRAND IDENTITY MOCKUPS
Eight real-world visualisations
This folder demonstrates how the identity can live across different physical and digital environments.
The supplied mockups include:
Airport terminal rectangular billboard signage
A large-scale environmental example demonstrating visibility and confidence at distance.
Tablet on modern white chair
A digital/application context showing how the identity can sit within a contemporary environment.
Beige canvas tote bag
A practical merchandise application.
Business card
A professional stationery application.
Pin badge
A compact branded merchandise example.
Embossed paper logo
A tactile, premium reproduction example showing how the identity can work without relying entirely on colour.
Square metallic-logo building signage
An architectural/environmental branding application.
Round label sheet
A flexible branded-label/sticker application.
These mockups communicate the intended character and possibilities of the identity.
Unless separately supplied as production artwork, they should be treated as visual references rather than manufacturing files.
18 — BRAND FONTS
Inter — the official communication typeface
The complete supplied font package includes the Inter variable font, the official licence and README documentation, together with static font files.
Included static weights
Inter Thin
Inter ExtraLight
Inter Light
Inter Regular
Inter Medium
Inter SemiBold
Inter Bold
Inter ExtraBold
Inter Black
The variable font is also included for compatible modern design and development environments.
For normal ASB Impact communications, the core recommended working weights are:
Regular — 400
Body copy, reports and long-form reading.
Medium — 500
Labels, captions and controlled emphasis.
SemiBold — 600
Subheadings, navigation, buttons and interface elements.
Bold — 700
Primary headings, hero statements and high-impact messaging.
Typography Usage Guide
A dedicated:
ASB Impact — Typography Usage Guide.pdf
is included inside Folder 18.
It provides recommendations for typography hierarchy, sizing, spacing, digital use and fallback behaviour.
General hierarchy
Hero / Display
48–72 px digital
36–54 pt print
Inter Bold
H1
36–48 px digital
28–36 pt print
Inter Bold
H2
28–36 px digital
20–26 pt print
Inter SemiBold
H3
20–24 px digital
15–18 pt print
Inter SemiBold
Large Body
18–20 px digital
12–14 pt print
Inter Regular
Body
16–18 px digital
10–12 pt print
Inter Regular
Caption / Small Text
12–14 px digital
8–10 pt print
Inter Regular or Medium
Buttons / Labels
14–16 px digital
9–11 pt print
Inter SemiBold
For body text, use comfortable line spacing and avoid overly wide lines of continuous text.
Clarity should always come before decoration.
IMPORTANT — THE LOGO IS NOT INTER
Inter is ASB Impact’s communication typeface.
It is not a font for recreating the logo.
The ASB Impact wordmark is official identity artwork with its own carefully controlled proportions and construction.
Never attempt to reproduce it by typing:
ASB Impact
in Inter or another typeface.
Always use the supplied official logo artwork.
OFFICIAL BRAND COLOURS
The final Variation 3 identity is built around three core colours.
Impact / Trunk
HEX #9B907C
A warm, grounded neutral used within the central structure and hidden “i” of the Living Tree.
It introduces maturity, stability and warmth.
Living Green
HEX #3F6E5E
The deeper green within the identity.
It communicates knowledge, confidence, growth and calm professionalism.
Outer Ring Green
HEX #8BAF8E
The softer surrounding green.
It introduces openness and approachability while helping the identity retain its natural character.
For detailed colour specifications and reproduction guidance, refer to the Brand Standards Manual.
WHICH FILE SHOULD I USE?
Professional designer
Start with:
01 AI Masters
Website developer
Start with:
02 SVG Vector
For the browser icon system use:
15 Website Favicon
Mobile app developer
Use:
14 Mobile App Icons
The folder already separates Android and Apple-device assets.
Commercial printer
Use:
04 PDF Print — CMYK
or, when specifically requested:
05 EPS Vector
Conference / exhibition supplier
Start with:
09 Conference Ready
This folder has been deliberately simplified for production handover.
Social media manager
For profile pictures use:
13 Social Media Profile Pictures — White
For general graphics, use the appropriate PNG files from:
06 / 07 / 08
Video editor / motion designer
Use:
16 Animated Logo
The transparent MOV files are particularly useful when the animation needs to be composited over other video or backgrounds.
Everyday office user
Use:
PNG or JPG
Choose the resolution appropriate to the application rather than opening or editing the AI master files.
VECTOR OR RASTER?
VECTOR
AI
SVG
EPS
Vector PDF
Vector artwork is mathematically constructed and can be enlarged without becoming pixelated.
Use vector files for:
Professional printing
Large-format signage
Conference graphics
Vehicle graphics
Embroidery setup
Merchandise production
Architectural signage
Anything requiring substantial enlargement
RASTER
PNG
JPG
Raster artwork consists of pixels.
Use raster files for:
Social media
Email
Presentations
Office documents
Website graphics
Everyday digital communications
Avoid enlarging small raster files when vector artwork is available.
RGB OR CMYK?
RGB
Primarily for screens.
Use RGB-oriented artwork for:
Websites
Apps
Social media
Digital presentations
Screens
Video
CMYK
Primarily for commercial process printing.
Use CMYK artwork for:
Brochures
Printed stationery
Conference collateral
Commercially printed merchandise
Professional print production
When colour accuracy matters, always ask the printer or manufacturer for a physical proof.
LOGO CLEAR SPACE
The Living Tree needs room to breathe.
Always maintain the clear-space specifications shown in the Brand Standards Manual.
No text, photography, graphic elements, page edges or unrelated logos should intrude into this protected area.
More breathing room is welcome.
Less is not.
PLEASE DON’T
Do not stretch the logo.
Do not squash it.
Do not rotate it.
Do not redraw it.
Do not rearrange its elements.
Do not replace its typography.
Do not change individual brand colours arbitrarily.
Do not add shadows.
Do not add bevels.
Do not add outlines.
Do not add gradients or effects that aren’t part of the identity.
Do not place the full-colour identity over a background that compromises visibility.
Do not recreate the logo from screenshots.
Do not use a low-resolution JPG for large-format production when vector artwork has been supplied.
And please don’t remove or alter elements of the Living Tree.
THE BRAND STANDARDS MANUAL
When there is any uncertainty about how ASB Impact should look, begin here:
ASB_Impact_Brand_Standards_Manual.pdf
The manual exists to protect consistency as more people begin working with the identity.
A strong identity becomes valuable through consistent use.
The objective is not to restrict creativity.
It is to make sure that every new expression still feels unmistakably like ASB Impact.
A FINAL WORD
This identity was never intended simply to make ASB Impact look different.
It was designed to make visible something that was already there:
knowledge,
experience,
human understanding,
growth,
community,
and ultimately —
impact.
The Living Tree carries something forward from the organisation’s history while giving it a clearer visual language for its future.
The branches reach outward.
The fruits represent outcomes.
The circle brings people together.
And hidden quietly within the trunk is the reason behind the work:
i — Impact.