Heisel Analytics

Brand Guidelines

Heisel Analytics
Brand CI

Binding principles for a consistent, clear and professional brand presence.

01

Brand essence

Make data understandable. Create solutions that work in practice.

Clear

Complex relationships are explained in a structured, understandable way without unnecessary jargon.

Precise

Statements, scope and outcomes remain specific and transparent.

Pragmatic

The focus is on useful solutions, not technology for its own sake.

02

Logos

The logo is always used unchanged, in proportion and with sufficient clear space. Use the light version on dark backgrounds and the dark version on light backgrounds.

  • Do not alter the colours or aspect ratio.
  • Do not add outlines, shadows or other effects.
  • Do not place the logo on busy or low-contrast backgrounds.

03

Colours

Neutral surfaces provide the foundation. Yellow is used deliberately for interaction, orientation and important accents.

Primary colour

#FFAA00

Accents, links and highlights

Deep black

#171717

Dark backgrounds and primary text

Graphite

#2E2E2E

Panels, footer and secondary surfaces

Off-White

#FAFAFA

Light backgrounds and surfaces

White

#FFFFFF

Contrasting text and open space

04

Typography

Headings · Montserrat

Understand data.
Zukunft steuern.

Bold, compact and clear. Headings use Montserrat with tight, calm typesetting.

Body text · Open Sans

Data solutions are explained so that the value, approach and outcome are immediately clear.

Open Sans is used for body text, navigation and controls.

05

Elements

Primary actionMore informationData analysis

ButtonsYellow with white text; darker on hover without movement.

LinksClearly identifiable and highlighted sparingly.

ShapesSmall radii, fine lines and no decorative shadows.

06

Language & Bildwelt

How Heisel Analytics communicates

  • Direct, calm and solution-oriented.
  • From the customer’s perspective and focused on tangible value.
  • Technically accurate without unnecessary complexity.
  • Clear statements rather than exaggerated promises.

Visual direction

  • Authentic data, technology and working contexts.
  • Calm, high-contrast imagery with clear composition.
  • No generic, high-gloss AI aesthetic.
  • Use yellow accents deliberately and consistently with the brand.