We believe in the Power of & — where difference is celebrated, connection is key, and every design element guides people toward belonging with confidence and clarity.
Logo
Out & Equals trio of trademarks puts a stamp on belonging.
Wordmark
The Out & Equal wordmark is our primary logo. The ampersand, with a star extending from it, symbolizes connection and direction — bringing people together while pointing toward progress. This logo should be used in most applications and always represents the full strength of the brand.
Ampersand
The ampersand with star works as a bold shorthand for the brand. It’s highly flexible and ideal for social media, event graphics, or places where the full wordmark isn’t needed. As a stand-alone mark, it reinforces our identity while remaining instantly recognizable.
The guiding star
The star alone is a distinctive symbol of Out & Equal. It should primarily be used as a graphic element or pattern, adding character and energy to layouts. In limited cases, such as social media avatars, it can also stand alone as a strong brand identifier.
Wordmark
Clear spacing
The minimum clear space should be the equivalent of the wordmark’s full height, as shown here.
Colors
The wordmark is available only in our core palette of Out & Equal Purple, Indigo, Black or Cream White, and no other combination of colors.
In use
Our straightforward wordmark logo creates a high touch brand signature.
Ampersand
Clear spacing
The minimum clear space should be the equivalent to half of the ampersands height, as shown here.
Colors
The ampersand is available only in our core palette of Out & Equal Purple, Indigo, Black or Cream White, and no other combination of colors. Primarily used in Black and Cream for highest contrast.
Avatars
The ampersand can be used as avatar for any social media platform.
In use
Our ampersand creates a high focal point when used in the right size and composition and adds to the various brand signatures.
The guiding star
Clear spacing
The minimum clear space should be the equivalent to half of the star height, as shown here.
Colors
The star can be used in almost all of the colors in the palette as long as the contrast is high enough. Make sure to take a look at the color combination section to know how to use the colors.
Avatars
The star can be used as an avatar for any social media platform.
In use
The guiding star can be used in various ways and as shown here in a favicon works well in smaller sizes. Can also be used in patterns and as a part of The Power of & pattern.
Partnerships
When Out & Equal appears alongside a partner, we use our wordmark paired with a divider line, followed by the partner’s logo. The divider creates balance and clarity, ensuring both brands remain distinct while sharing equal space. Always maintain proper spacing and scale so that the Out & Equal logo feels consistent and respected within the partnership.
Dual logo
The minimum clear space around and between the logos, should be the equivalent to the full height of the logo, as shown here.
This is the only way to lockup partnerships. Color use is the same as the color rules for the logo.
Misuse of logo’s
Our logos are essential to the Out & Equal identity. To protect their clarity and impact, they must always be used consistently. Altering the logos in any way weakens recognition and compromises the integrity of the brand. The following misuses are not allowed for any of our logos: the primary wordmark, the ampersand with star, or the standalone star.
Logos must never be stretched, compressed, or rotated. Distorting proportions or changing orientation disrupts balance and recognition.
Avoid applying shadows, gradients, glows, or other graphic effects. These treatments distract from the simplicity and strength of the logos.
Only the approved brand colors may be used. Applying unapproved colors undermines consistency and may reduce accessibility.
Do not add outlines or strokes around the logos. Outlines alter the design’s weight and compromise legibility.
Brand colors
Color is a core part of the Out & Equal identity. It reflects our personality, adds energy, and ensures we stand out across every touchpoint. Our system is built around three palettes that work together to balance consistency with flexibility.
Main Palette — the foundation of our visual identity. These colors are used most often and define the core look and feel of the brand.
Secondary Palette — designed for moments of expression and variety. These colors expand the system and bring flexibility without diluting the core identity.
Neutral Palette — subtle, supportive tones that create balance. These are used to ground layouts, provide contrast, and allow the main colors to shine.
Together, these palettes create a versatile and distinctive color system — one that feels both professional and dynamic, always true to the Out & Equal brand.
Primary palette
Out & Equal Indigo/Purple
The main palette defines the core of the Out & Equal identity. At its heart is a spectrum of purples — a scale of ten tones ranging from light to deep. These shades provide flexibility while keeping a strong, recognizable foundation
Out & Equal Neutral
Alongside purple, a neutral palette extends from cream/white through to charcoal/black. The middle neutrals lean toward green/blue undertones, adding depth and a modern edge. Together, these colors are used most consistently and set the visual tone of the brand.
Logo
Out & Equal Green
Our ampersand creates a high focal point when used in the right size and composition and adds to the various brand signatures.
Out & Equal Yellow/Brown
A golden yellow paired with a rich, earthy brown. These tones bring optimism, creativity, and a sense of grounded sophistication. They are ideal for accenting layouts, highlighting content, or giving subbrands a distinctive yet harmonious presence.
Out & Equal Salmon/Deep red
A warm, muted salmon-red that communicates warmth, approachability, and human-centered energy. It adds vibrancy and personality, helping highlight key elements without overwhelming the core identity.
Neutral palette
Our neutrals play a balancing role, grounding layouts and supporting the main and secondary colors. They create space, contrast, and accessibility across designs. By leaning subtly toward green and blue undertones in the mid-tones, the neutrals add sophistication and a modern balance to the system.
Color combinations
Monochromatic color combinations
Monochromatic color combinations use a single hue paired with tints and shades of that color. When applying this approach, ensure there is clear contrast between the tones. High contrast is essential for maintaining clarity, accessibility, and visual impact.
Neutral color combinations
All neutral colors can be paired with any accent color, provided the contrast is strong enough to ensure clarity and accessibility.
Other color combinations
Other color combinations are reserved for special occasions — moments when we need to be more expressive than the core Out & Equal palette allows. These combinations sit slightly outside of our primary identity, making them less common in everyday use. They form part of our secondary palette, providing flexibility and variety while ensuring the brand always feels fresh and adaptable.
Typography
Typography is a core part of the Out & Equal identity, giving structure, personality, and clarity to all communications. Our system combines Hedvig Letter Serif, used for headlines and display applications, with BDO Grotesk, a modern sans serif for body copy, labels, and supporting text.
Hedvig adds warmth, character, and visual impact, highlighting key messages and giving the brand its distinctive voice. BDO Grotesk ensures readability and consistency across all content, providing a clean and confident foundation. Together, these typefaces create a balanced and flexible system that reinforces the brand’s clarity, inclusivity, and the power of &.
BDO Grotesk
BDO Grotesk is our workhorse sans serif, used for body copy, labels, captions, and supporting text. Its clean, modern lines provide clarity, readability, and consistency across applications. BDO Grotesk balances the expressive qualities of Hedvig, creating a flexible and approachable typography system that feels confident and grounded.
Hedvig Letter Serif
Hedvig is our display typeface, used for headlines, titles, and key visual messaging. Its humanist serif structure brings warmth, personality, and a sense of expression to the brand. Hedvig gives prominence to important words, adds character to layouts, and reinforces the distinctive voice of Out & Equal.
Photography
Look and feel
The visual style reflects the color palette, with images in warm tones enhanced by flash lighting and hard shadows for a modern edge. A subtle layer of noise adds a cinematic, analog quality that highlights the human touch. The colors are slightly desaturated to draw attention to the graphic elements that complement the imagery.
Portraits
Portraits are captured in natural environments, framed with calm lines and uncluttered backgrounds. The tones should feel warm and ideally incorporate hues from the color palette. Subjects may engage directly with the camera or interact with another person in the scene.
Icons
Lucide is an open-source icon library that provides 1000+ vector (svg) files for displaying icons and symbols in digital and non-digital projects. The library aims to make it easier for designers and developers to incorporate icons into their projects by providing several official packages to make it easier to use these icons in your project. Go to lucide.dev to check out the full library.
Sub brands
Out & Equal’s sub-brands and products extend the core identity while keeping a strong connection to the parent brand. Each sub-brand is expressed as a highlight or tag placed alongside the Out & Equal logo, visually showing it as part of the larger whole.
Color plays a key role here: every sub-brand has its own distinct color highlight, making it instantly recognizable while still living within the broader Out & Equal system. This approach ensures flexibility, clarity, and cohesion — allowing the master brand to remain strong while giving space for each product to stand out.
The tags
Out & Equal’s sub-brands and products are expressed through tags that sit alongside the main logo. These tags act as visual highlights — short, bold identifiers that signal the extension of the brand while keeping Out & Equal at the forefront.
Colors
Each tag carries its own dedicated color, giving every sub-brand a clear and distinctive voice. The color highlight ensures quick recognition, while the consistent placement next to the Out & Equal logo makes the connection unmistakable.
Events
Green represents growth, energy, and gathering. The Events tag signals spaces where people come together, learn, and move forward as a community.
Programs
Salmon is warm, human, and approachable. The Programs tag reflects Out & Equal’s initiatives and offerings that support individuals and organizations on their journey.
Recognition
Purple embodies achievement and dignity. The Recognition tag highlights awards, honors, and moments of celebration within the community.
Engagement Groups
Yellow is bright, open, and optimistic. The Engagement Groups tag captures the spirit of connection and the many voices coming together under Out & Equal.
Partnership Collateral
Grey is neutral, balanced, and professional. The Partnership Collateral tag ensures collaboration feels both credible and connected to the Out & Equal brand.
Templates
Out & Equal provides a range of templates to help apply the visual identity consistently across different touchpoints. These include social media, reports, and slides. Templates serve as guidelines rather than strict rules — they demonstrate how to use the brand elements, colors, typography, and layouts effectively, while allowing flexibility for specific content needs.
The templates are especially useful as references, showing how compositions, hierarchy, and visual elements work together. They are not mandatory, but following them ensures the brand always feels cohesive, professional, and on-message.
SoMe template
Our social media templates provide a flexible framework for creating posts that feel unmistakably Out & Equal. They show how to use colors, typography, and visual elements consistently while adapting to different formats and content types.
Slide templates
Slide templates support presentations that are clear, confident, and visually engaging. They demonstrate how to structure content, balance visuals and text, and maintain brand consistency while allowing flexibility for storytelling.
Impact report
Report templates ensure professional, readable, and branded layouts for internal and external documents. They guide the use of typography, hierarchy, and color, helping communicate information clearly while staying visually aligned with the brand.
