01 — Identity
Company Logo
The AlphaLife Sciences logo comes in three formats — one-line (horizontal), two-line (stacked), and icon-only. Always maintain clear space equal to the height of the "A" on all sides. Never distort, recolor, or add drop shadows.
One-Line Lockup (Horizontal)
On White / Light Background
On Dark Background
Two-Line Lockup (Stacked)
On White / Light Background
On Dark Background
Icon / App Icon
On White
On Dark
On Brand Teal
On Off-White
Pre-Built Icon Variants
Usage Rules
- Use official logo files from this guide
- Maintain clear space on all sides
- Use white version on dark/colored backgrounds
- Scale proportionally — preserve aspect ratio
- Use transparent-bg files for overlaying on photos
- Recolor the logo in non-brand colors
- Stretch, skew, or distort proportions
- Add drop shadows or outer glows
- Place on busy or low-contrast backgrounds
- Use the icon alone where the full lockup fits
02 — Products
AuroraPrime Product Logos
Each AuroraPrime product has a dedicated logo. Use the green version on white or light backgrounds; use the white version on dark backgrounds. Never swap product logos or mix them together on one surface.
On White / Light
On Dark
On White / Light
On Dark
On White / Light
On Dark
On White / Light
On Dark
03 — Color
Color Palette
A precise, science-forward palette — teal for energy and innovation, navy for trust and authority.
04 — Type
Typography
Helvetica Neue across all weights — a timeless, precision typeface that conveys scientific credibility and enterprise authority. Falls back to Helvetica, then Arial on systems without Helvetica Neue.
05 — Actions
Buttons
Pill-shaped with 30px border radius. Use Primary for the main CTA on any page or card. Limit to one Primary CTA per section.
Styles
Sizes
06 — Layout
Spacing & Radius
4px base unit. All spacing values are multiples of 4. Border radius is 10px for cards, 30px for buttons.
Spacing Scale
Border Radius
Sharp
Subtle
Cards
Buttons
Pills
07 — Components
UI Components
Core building blocks used across the website and product interfaces.
Cards
Tags & Badges
08 — Messaging
Brand Voice
How AlphaLife Sciences communicates — scientific confidence without jargon, innovation with credibility.
Write Like This
- Clear, direct, outcome-focused language
- Lead with value — "Reduce CSR time by 90%"
- Use active voice and concrete numbers
- Professional tone with confidence
- Reference regulatory standards (ICH, FDA, GxP)
- Speak to the expert audience
Avoid This
- Vague superlatives — "best," "amazing," "revolutionary"
- Overly casual or colloquial language
- Unexplained acronyms or internal jargon
- Passive voice and hedging language
- Overclaiming without data to support it
- Buzzwords without substance
Personality Traits
Audience & Tone
- Regulatory medical writers & scientists
- R&D and compliance leaders
- Enterprise pharma and biotech teams
- Tone: Professional · Medium energy · Expert-to-expert