# VISUAL SYSTEM Design hierarchy makes sure our visuals communicate clearly and consistently. By prioritising elements in the order below, we guide attention, convey meaning and maintain a cohesive brand presence. ### **OUR HERO COLOUR - COLT TEAL** Colt teal must be prioritised in our brand design. It’s the most recognisable visual cue for our identity. Consistent, prominent use of this colour strengthens brand recall, creates immediate association, and sets the tone for all other design elements. If it’s diluted or overshadowed, the brand risks losing visual impact and cohesion. ### **TYPE-LED DESIGN** We believe in clarity over complexity, which is why we have a type-led identity. Our people are experts — and when we have something important to say, their words take centre stage. Rather than distract with gratuitous stock photography, we let confident, purposeful typography do the talking. ### **IMAGES** Imagery should be used purposefully and only to enhance the core messaging. ### **GRAPHIC ELEMENT - THE COLT EDGE (CHEVRON**) The Colt Edge is a core visual asset that unites our brand typography and imagery, creating instant recognition, consistency and visual continuity across all media.

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