Ortelan brand guidelines

Use these guidelines to apply Ortelan’s logo, color, typography and photography consistently.

Where the name comes from →

Clear space

Leave space around the logo equal to at least half the height of the symbol.

Minimum size

Use the small symbol between 16 and 32 px.

Color

The logo is black on light backgrounds and white on dark ones.

Meridian blue, #2F5BFF, is the one color beside black and white. Use it solid and in one or two places on a page. Never use it as a tint or at reduced opacity.

Black#000000
White#F5F5F4
Paper#F4F4F2
Accent, interface only#2F5BFF

Typography

We use Inter Tight for headlines and large figures, Inter for body text and buttons, and IBM Plex Mono for labels and data.

Set headlines in Medium with slightly negative tracking. Set body text in Regular, and use Medium for emphasis. Set labels in small mono capitals with wide tracking.

DisplayInter Tight, Medium 500, tracking -0.008 to -0.018 em

A laboratory for applied intelligence.

Aa Bb Cc Gg Qq Rr 0123456789

TextInter, Regular 400 and Medium 500, 16 to 18 px, line height 1.5 to 1.6

Ortelan combines applied AI research with software development and operation. The lab works on its own products and client systems, and invests in early-stage companies. Findings from each project inform the lab’s next work.

Labels and dataIBM Plex Mono, Regular 400, capitals tracked 0.08 em

Cost · Deployment · Founders

symbol 96 × 96 · field 8 to 88 · cut y 51.9 → 59.3 · R 76.65 / 83.09

Photography

Photographs are toned to grayscale and placed with the text around them. Each caption below names the treatment it shows.

Sunglint on the Pacific under towering clouds, seen from orbit
Sunglint on the Pacific from the ISS. Full bleed, with text set in the dark of space
Earth’s limb at orbital sunrise
Earth’s limb at orbital sunrise. Text block overlapping the image
A coastline and canal seen from orbit
A coastline from orbit. Image bleeding off the page edge
The calving front of an ice shelf from the air
An ice shelf’s calving front. Construction lines on a feature image
Mountain ranges with haze in the valleys from high altitude
Mountain ranges in haze. Full bleed, high-key
Supercomputer racks in diagonal perspective
Supercomputer racks. Image beside text, offset by a column

Misuse

  • Do not stretch, rotate or redraw the logo.
  • Do not add effects, outlines or gradients.
  • Do not place the logo on busy photography without enough contrast.
  • Do not use the symbol beside the wordmark in any arrangement other than the lockup.

Naming

Write Ortelan with one capital. Deployments and Capital take a capital letter, and product names are written exactly as the product spells them, such as Praus and Lost Tribes.

Ortelan takes its name from Abraham Ortelius, who published the first modern atlas in Antwerp in 1570.

Photo and video credits

Photographs and video loops on ortelan.com, with their sources. Images are toned to grayscale and cropped for the site.

  • PhotoThe Himalayas and Earth’s daylight limbNASA / ISS Expedition 70 crew, Public domainSource
  • PhotoEarth’s limb at orbital sunriseNASA / ISS Expedition 61 crew, Public domainSource
  • PhotoA star field above the airglow lineNASA / ISS Expedition 61 crew, Public domainSource
  • PhotoThe aurora australis along Earth’s horizonNASA / ISS Expedition 65 crew, Public domainSource
  • PhotoWaxing crescent Moon just above Earth’s limbNASA / ISS Expedition 59 crew, Public domainSource
  • PhotoOrbital sunrise over Earth’s limbNASA / ISS Expedition 59 crew, Public domainSource
  • MapAbraham Ortelius, Typvs Orbis Terrarvm, 1579 editionAbraham Ortelius (cartographer), Frans Hogenberg (engraver), Public domainSource
  • PhotoThe aurora australis above moonlit cloudsNASA / ISS Expedition 73 crew, Public domainSource
  • PhotoCity lights of North America under the airglow lineNASA / ISS Expedition 70 crew, Public domainSource
  • PhotoEngineers working on the NISAR radar payloadNASA/JPL-Caltech, Public domainSource
  • PhotoSunglint on the Pacific under towering cloudsNASA / ISS Expedition 56 crew, Public domainSource
  • PhotoThe Kassandra peninsula and Potidea canal, GreeceNASA / Jeff Williams, ISS Expedition 47, Public domainSource
  • PhotoTest control room, Propulsion Systems LabNASA Glenn / Quentin Schwinn, Public domainSource
  • PhotoBetsiboka River estuary, MadagascarNASA / ISS Expedition 8 crew, Public domainSource
  • PhotoAirglow over the night-side horizon near PerthNASA / ISS Expedition 62 crew, Public domainSource
  • PhotoEarthrise, Apollo 8, 24 December 1968NASA / Apollo 8 crew (photograph by William Anders), Public domainSource
  • PhotoEarthrise, Apollo 8, 24 December 1968 (portrait crop)NASA / Apollo 8 crew (photograph by William Anders), Public domainSource
  • PhotoThe Sahara in Algeria from the ISSNASA / ISS Expedition 66 crew, Public domainSource
  • PhotoThe hyperwall-2 display wall, NASA AmesNASA Ames / Nick Tran, Public domainSource
  • PhotoIn front of the NAS hyperwall, NASA AmesNASA Ames / Brandon Torres, Public domainSource
  • PhotoThurston Island calving front from the airNASA / Jim Yungel, Public domainSource
  • PhotoThurston Island calving front, West AntarcticaNASA / Jim Yungel, Public domainSource
  • PhotoAn ISS main solar array against Earth’s glowing limbNASA / ISS Expedition 56 crew, Public domainSource
  • PhotoOrbital sunrise over Earth’s limbNASA / ISS Expedition 61 crew, Public domainSource
  • PhotoInstalling telescope mirror segments on a test standNASA MSFC / Emmett Given, Public domainSource
  • PhotoThe Moon’s horizon and the crater Eratosthenes, Apollo 17NASA / Apollo 17 crew, Public domainSource
  • PhotoThe Moon above a pair of ISS roll-out solar arraysNASA / ISS Expedition 71 crew, Public domainSource
  • PhotoCity lights on a coastline at nightNASA / Chris Hadfield, ISS Expedition 35, Public domainSource
  • PhotoThe last light of an orbital sunsetNASA / ISS Expedition 71 crew, Public domainSource
  • PhotoCentral Tien Shan mountains and glaciersNASA / ISS Expedition 27 crew, Public domainSource
  • PhotoAn aisle of Pleiades supercomputer racksNASA Ames / Dominic Hart, Public domainSource
  • PhotoPleiades supercomputer racks, NASA AmesNASA Ames / Dominic Hart, Public domainSource
  • PhotoDay-night terminator at orbital sunsetNASA / ISS Expedition 74 crew, Public domainSource
  • PhotoAlaskan ranges in haze, Operation IceBridgeNASA / Operation IceBridge (Goddard), Public domainSource
  • PhotoLayered mountain ridges of the Geikie PlateauNASA / Operation IceBridge (Goddard), Public domainSource
  • VideoInterconnect cables inside supercomputer racksNASA Ames Research Center, Public domainSource
  • VideoISS timelapse over the night sideNASA / JSC (ISS Expedition 65), Public domainSource
  • VideoA compute node in NASA’s modular supercomputerNASA Ames Research Center, Public domainSource
  • PhotoMoab, Utah, from orbitNASA / ISS, iss069e020294, June 2023, Public domain

Brand assets

Request brand assets

We send vector and PNG files on request, so that everyone has the current versions.

Request brand assets