Branding Guidelines – Internal

Similar to all Aderant Marketing materials and communications, internal communications should abide by Aderant brand standards, digital accessibility, and best practices.

Corporate Branding Guidelines for Internal Communications

Logo Usage

Always use the primary corporate logo unless otherwise directed.

Minimum clear space: keep a buffer around the logo equal to at least the height of the lowercase “a” in the logo wordmark (or defined unit in the brand guidelines).

Minimum size: ensure the logo is legible on all formats (screen, print, mobile).

Do not stretch, rotate, recolor, or place on clashing backgrounds.

On presentations and internal templates, the logo should appear in the header or footer consistently.

Color Palette

Use the official brand color palette in all slides, email headers, documents, and intranet postings.

Maintain primary vs. secondary palette rules (e.g., primary for backgrounds, buttons, and headers; secondary for accents, charts, or highlights).

Avoid introducing non-approved colors unless necessary for charts or accessibility.

Typography

Use approved Aderant brand fonts and typefaces (refer to the Typography section for details).

Headings – brand primary font, bold, consistent size ratio (e.g., H1 > H2 > body).

Do not use decorative fonts in internal communications unless prior approval from the Marketing team.

Templates

Always use Aderant-approved communication templates for:

  • PowerPoint decks (team meetings, town halls, training, sales presentations)
  • Word documents
  • Newsletters/Internal SharePoint posts (employee communications, leadership updates)

Templates should include proper logo placement, header/footer format, color schemes, and on-brand typography. You can access Aderant-approved communication templates in SharePoint. Please reach out to the Marketing team if any questions.

Tone of Voice

Maintain the brand voice in all employee-facing content:

  • Clear, concise, and professional.
  • Adapt tone to context: formal for policies, conversational for culture/engagement.
  • Avoid jargon unless context-specific (tech/finance teams).

Imagery & Graphics

Use approved corporate photography, iconography, and illustration styles.

Employee communications should favor authentic, people-focused imagery over stock-style illustrations.

Infographics should use Aderant-branded color palettes and icon sets.

Digital Channels

SharePoint (Intranet) posts: Follow brand formatting, use banner and page templates where provided.

Emails: Use corporate email templates with approved headers/footers.

Chat tools (Teams): Keep avatars, channel images, and pinned docs aligned with brand identity (no unofficial logos or off-brand images).

Accessibility

Ensure contrast ratios meet accessibility standards (e.g., WCAG 2.1 AA).

Avoid text-heavy graphics; always provide alt-text for images in internal newsletters and intranet.

Use plain language for clarity across global audiences.

Do’s and Don’ts

Do:

  • Use Aderant-approved brand assets (logos, templates, icons).
  • Keep branding consistent across channels.
  • Prioritize readability and accessibility.

Don’t:

  • Alter the corporate logo or create “custom” internal versions without prior approval of the Marketing team.
  • Use unapproved colors, fonts, or clipart.
  • Overload communications with heavy branding that reduces clarity.

Approval & Governance

The Marketing and Communications team should review major internal campaigns (e.g., town halls, HR/People initiatives, and culture programs) before release.

Always check the latest brand asset library and guidelines (design.goaderant.com) for updates.

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