EfficientEther — primary
Use on dark surfaces. Default for the website, decks, and product UI.
Brand and press
EfficientEther brand guidelines.
Logos, colours, typography, and usage rules for press, partners, and approved third parties. Bookmark this page or share the URL when an asset is requested.
Logos and wordmarks
Use the approved files below. Keep at least one logo height of clear space around the mark and never recreate it from text or icons.
EtherInsights
Microsoft estate visibility, Windows 365 lifecycle, and tenant evidence.
Master palette
The neutrals carry the page; the accents carry attention. Aim for roughly 70 % neutrals, 20 % product theme, 10 % accent highlights.
Neutrals
Midnight 900
#0B1020
Primary website background
Midnight 950
#070C18
Deep section base
Graphite
#282828
Solid panels
Slate
#737373
Muted text
Mist
#EAEAEA
Light surface
White
#FFFFFF
Body text on dark
Core accents
Ether Purple
#8649DC
Primary CTAs and brand accent
Ether Blue
#1F6BF1
Secondary CTA and link emphasis
Ether Cyan
#12D6FF
Links, highlights, data
Ether Magenta
#E22CCA
Headline call-out and emphasis
Success Green
#48BA1E
Positive state
Insights Blue
#0054CD
EtherInsights product accent
Product themes
One layout, different product themes. Swap only the gradient and accent colour — the master palette above stays the same.
EtherInsightsRadial · #0054CD → #000005
Charts, links, and emphasis live in Insights Blue. Keep text high-contrast over the gradient.
EtherAssistRadial · #8649DC → #AE41C8
Always include a pathway back to EfficientEther via the logo or a link.
EtherApps ForgeLinear 180° · #030303 → #080B1D → #210042
Forge Blue for primary CTAs, optional Pink (#FF42BC) for marketing moments only.
Gradient specs
One master gradient and three product gradients. Use these specs when rebuilding templates — gradients live in templates and saved styles, not as canvas brand colours.
Master · EfficientEther
Bilinear (Midnight → Azure)
Website background, hero slides, strategy decks.
radial-gradient(circle at 100% 0%, #1F71A7 0%, #0B1020 55%, #081C35 100%)EtherInsights
Radial
Insights product detail page and decks.
radial-gradient(circle at 0% 0%, #0054CD 0%, #000005 100%)EtherAssist
Radial
Assist product detail page and decks.
radial-gradient(circle at 0% 0%, #8649DC 0%, #AE41C8 100%)EtherApps Forge
Linear 180°
Forge product detail page and decks.
linear-gradient(180deg, #030303 0%, #080B1D 50%, #210042 100%)Typography
Poppins is the primary typeface across the portfolio (web, decks, documents). PowerPoint and Canva use Poppins; Arial is the fallback. Keep typography clean, modern, and high-contrast.
| Style | Weight | Size |
|---|---|---|
| Display | SemiBold | 40 — 48 px |
| Title | SemiBold | 30 — 36 px |
| Heading | SemiBold | 22 — 26 px |
| Subhead | Medium | 16 — 18 px |
| Body | Regular | 11 — 12 px |
| Caption | Regular | 9 — 10 px |
Specimen
Visible. Actionable. Optimised.
Body text stays concise and structured. Use short paragraphs, strong headings, and consistent spacing so multi-author decks feel unified.
Usage
Do
- Sentence case for headings; reserve ALL CAPS for short labels and chips only.
- Use 70 % neutrals, 20 % product theme, 10 % accent highlights as the colour budget.
- Anchor body content on Midnight 900 (#0B1020) for the main marketing site.
- Use Ether Purple for primary CTAs; Cyan for links and data; Magenta for one decisive headline word per page.
Don't
- Recreate logos from text, CSS, or icons — always use the approved SVG.
- Stack multiple gradients in a single layout or place dense paragraphs over a gradient.
- Introduce new accent colours without updating this guide first.
- Pair AppAttach with Windows 365 — AppAttach is Azure Virtual Desktop only.
Need an asset pack or quote approval?
Email press@efficientether.co.uk for high-resolution logos, deck templates, or quote sign-off. We'll come back the same working day.