The primary version of the logo is available in two variations for positive reproduction on White (light) or Cyan backgrounds. It is also available for negative reproduction on Navy blue or darker backgrounds.
An area of clear space around the logo has been defined to prevent any other graphic elements from interfering with its impact. The minimum clear space around the logo is equal to the height of the ‘C’ of the logotype. This distance is the minimum amount of clearspace that should always surround the logo.
Regular
Bold
Light
Helvetica is our typeface of choice on all Capita material. We only use the font weights, Bold, Regular and Light plus their italic variants for emphasis.
If Helvetica is unavailable, Arial is our preferred system font.
Regular
Bold
Light
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
c
o
l
o
u
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Primary
Secondary
Primary navy blue
C: 100 M: 90 Y: 13 K: 68
R: 2 G: 8 B: 60
HEX — # 02083C
Primary cyan
C:65 M:0 Y:15 K:0
R:0 G:255 B:255
HEX — # 00FFFF
Primary white
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
HEX — # FFFFFF
The primary palette stems from our logo and is used at the core of our visual language. The cyan should be used to support or highlight key information.
The secondary colour palette consists of bright colours used to highlight information.
Coral
C:0 M:80 Y:60 K:0
R:255 G:80 B:81
HEX — # FF5051
Teal
C:66 M:0 Y:49 K:0
R:16 G:214 B:166
HEX — # 10D6A6
Yellow
C:09 M:03 Y:81 K:0
R:243 G:228 B:68
HEX — # F3E444
Turmeric
C:0 M:36 Y:89 K:0
R:255 G:177 B:29
HEX — # FFB11D
Purple
C:54 M:67 Y:0 K:0
R:155 G:98 B:195
HEX — # 9B62C3
Green
C:31 M:0 Y:98 K:0
R:197 G:210 B:1
HEX — # C5D201
A distinctive style photographic treatment has been designed to showcase our primary points of contact. The Calibration Bar is used as a holding device for an image that has a blurred blue monotone effect with a focus area highlighted in a brighter cyan blue effect. Increment bars are added according to specific grid and as part of a graphic style.
Logo
Type
Colour
Photography
Introduction
Our brand sets a clear direction to create better outcomes.
We bring this concept to life using the brand elements found on this site.
Calibrating bar
Icons
Charts
Resources
Primary
Secondary
The Calibration Bar is again used as a holding device for an image. Three white increment bars are added to the chosen image in full colour.
A graphic device has been developed for use across all our materials. It is referred to as the Calibration Bar. It is a versatile element that can be developed and adapted in our communications. The Calibration Bar captures the obsessive nature of our work with a restless, relentless movement. Upon finding a point of focus, a single Increment Bar turns blue to indicate a moment of ‘better’.
Illustration
Icons use sharp corners with 45 or 90 degree lines enforcing the linear aspect of the Capita brand. Each line is meaningful with no decorative elements. Curved or angled lines are allowed if they bring clarity and recognition to the icon.
Our Illustration style follows our linear brand style. We use line work to construct scenes of simplified shapes that bring to life abstract concepts or ways of working. Points of focus in the subject matter are highlighted with the Cyan from the primary colour palette.
Charts and diagrams explain and demonstrate often complex information and statistics in a simpler way. Here are some examples of how the overall style, and some visual cues from our illustrations, could be applied to diagrams. The secondary colour palette is used extensively. Additionally, 50% and 25% tints can be used to extend the range if needed.
23%
Contact
Primary
This is our logo, It is our signature and primary visual asset. Our logo should feature on every piece of communication we produce. The combination of typography, character forms and symbol are unique to us. Always use the artwork provided and do not redraw or modify it in any way.
The minimum size of the logo in print is 20mm in width. For digital we recommend a minimum size of 130px wide.
Clear space
Secondary
Our logo
Primary
Our logo
Clear space
Secondary
Primary
Our logo
Clear space
Secondary
The secondary version is available in two variations, White reversed and 100% Black for mono reproduction.
Primary
Our logo
Clear space
Secondary
Regular
Light
Bold
For further information, please contact:
Capita Creative
brand@capita.com
Download assets
Sign up to the Capita Digital Asset Management (DAM) system using your capita.com email address.
We’ll explain how to combine and apply these elements to build a consistent visual language. Recognition of our brand depends on the use of these elements. Therefore, it is important that these elements are never altered.
c
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Content and tone of voice guidelines
Get the latest Content and tone of voice guidelines here
Full Brand Guidelines
Get the latest version of the brand guidelines here
Photography
Introduction
Secondary
Typography
Primary
Logo
Clearspace
Primary colour palette
Secondary colour palette
Secondary photos
Primary photos
Calibrating bar
Icons
Illustrations
Charts
Resources