A strong, vibrant brand connects us to our current and prospective audiences. Being clear, consistent, and differentiated tells people who we are and what we stand for. They know us when they see us. It impacts all areas of our organization, from product branding and user experience to employee onboarding and retention.

A brand goes well beyond a product, a service, a logo, name, or tagline. It’s the sum of all the values, images, and feelings that someone holds about our Company, a particular product, or family of products. A brand is a promise we make to our existing and prospective clients and the community.

One of the traits of great brands is the colleagues’ feel of true ownership and passion for the company and the services that it provides. A consistent and identifiable brand that is clearly understood and internalized within an organization is better understood by external audiences as well. It then becomes a rallying cry and a focal point to communicate and inspire everyone connected to the brand.

After all, it starts with the “A”.

Pronunciation

In “Aderant” the stress falls on the first syllable, “A,” pronounced as “uh-DER-ant.” Stressing the first “A” is essential from a branding perspective since, as we all say, “It starts with the A.”

White Space

“White space” refers to the space that surrounds the branding elements. You may find the term “negative space” here and there, indicating the exact same thing. However, this space is neither white nor negative. It’s simply the space in a design and it can have any color, texture, or pattern.

White space is a very important design element, just as all the other elements: pictures, fonts, graphics, etc. When you see a lot of white space in a design, that’s not because the designer didn’t know what to put there. It was created intentionally to emphasize other elements of the layout and/or to convey a specific mood.

White space is used to:

• Help the eye scan a design/text
• Increase legibility and readability
• Create a certain aesthetic/mood

Please follow the white space recommendations below.

Logo Usage

The Aderant® logo must be always used in its official, trademarked form. Furthermore, it must be displayed correctly and treated with respect as a visual representation of our brand identity.

• The design of the logo must never be altered in any way.
• Never modify the shape, the proportion of elements, or the typeface.
• The logo should never appear in any color other than the
  Aderant red, black, and white, unless prior approval from Aderant Marketing.
• The Aderant logo should always be displayed in its entirety and placed above subbrands.

• Do Not Recreate or Substitute: Always use the official logo files and do not attempt to recreate or use similar fonts or icons that resemble the official logo. Never typeset the Aderant logo or any of the Aderant product family logos.

Incorrect Usage of the Aderant Logo

Do not distort or stretch the logo

Do not change the color of the logo

Do not place similar contrasting colors in the background

Do not crowd the logo

Do not tilt the logo

Brand Guardianship is about protecting the consistency, clarity, and credibility of Aderant’s identity while also ensuring the brand can evolve. Here are some standard practices that you can use as an Aderant Brand Ambassador:

Core Standards of Brand Guardianship

Visual Identity Consistency

Logo usage: Refer to rules for sizing, placement, and what not to do.

Color system: Defined CMYK/RGB/HEX values, with guidance on usage hierarchy (primary, secondary, accent) have been carefully created and curated for your benefit to ensure brand consistency.

Typography: Make sure to always use approved font families, sizes, and usage for print, digital, and UI.

Imagery style: When selecting photography, illustration, and iconography, make sure the tone and style is consistent and in tune with our brand tone.

Voice & Messaging Alignment

Tone of voice: Make sure content has Aderant-defined personality traits.

Copy rules: Follow proper grammar standards – capitalization, spelling (US vs. UK English).

Application Across Channels

Marketing assets: Ads, social media, campaigns, web assets — consistent visual + tone.

Corporate comms: Presentations, reports, sales decks designed on-brand.

Product/UI alignment: Ensure in-app experiences reflect the same brand values.

Events & environments: On-site signage, stage branding, swag.

Quality Control & Approval Processes

Review gates: Creative must pass through brand checks before external release. Always reach out to the Marketing team for guidance or feedback.

Templates & toolkits: We provide scalable, ready-to-use assets to non-designers. Visit our SharePoint Marketing Hub to access.

DAM systems (Digital Asset Management in SharePoint): Centralized repository for logos, templates, brand guidelines.

Governance: Always connect and collaborate with the Marketing Design team, who can provide additional guidance and has authority to approve exceptions or evolutions.

Education & Advocacy

Brand training: Workshops or onboarding for new hires (Coming soon!).

Guidelines that inspire (not just restrict): We provide strict guidelines to ensure brand and visual consistency across channels.

Culture building: Our brand is part of our company’s DNA, not just a design “police force.”

Evolution & Flexibility

Periodic reviews: Brand isn’t static — we perform regular audits ensure it stays fresh and relevant.

Future-proofing: Always plan for scalability across new mediums (motion, AR/VR, AI).

Feedback loops: Encourage input from marketing, sales, product, and customers on where brand guidelines feel too rigid or need expansion.

Brand guardianship = protecting consistency, enabling scalability, and evolving responsibly.

We all are not just “gatekeepers” but ambassadors and enablers of the Aderant brand.