Arm

Brand Strategy
Framework

Brand Strategy
Pillars

Our Five Foundational Strategic Pillars

Brand Strategy
Values

We are guided by four key values.

Verbal Identity
Brand Voice and Tone

Verbal Identity
Brand Voice and Tone

The Arm voice is based on these four values: Intellect, Collaboration, Leadership, Trustworthiness

The Arm voice should always reflect these key traits and characteristics:

Design Approach
The Rationale

Visual Identity
Look and Feel

Our visual identity is built using the following assets:

1. Logo
2. Color palette
3. Brand gradients
4. Horizon graphic devices
5. Typography
6. Photography
7. Iconography

Logo
Overview

The Arm logo is one of the core building blocks of the Arm brand experience and serves as an essential mark that helps identify our brand. Its continued effectiveness depends on consistent use across all our marketing communications, event and trade shows, on the web, and wherever it appears, to build brand equity and recognition. When possible, the Arm logo should be in-keeping with our primary color combination.

Logo
Color Variations

The Arm logo should only be used in our primary colors, Arm Ink and Silicon White. They can be applied to both solid and gradient background colors. These two versions of the logo are provided in the logo suite for different usages throughout brand communications.

Logo
Clear Space

Clear space protects our logo by giving it a minimum amount of breathing room. The minimum amount of clear space is half the height of the Arm logo. This clear space area is a recommended minimum, and should be increased whenever possible.

Keep clear space free of any text, graphic elements, or visual marks. Clear space may be adjusted for select online and exterior signage applications where space is limited.

Minimum size

There is no preset maximum size for the Arm logos. Minimum sizes are as shown here.

The Arm logo should never be scaled smaller than the minimum sizes provided to maintain optimum legibility. Arm logos can be used down to a minimum width of 0.625″ in print, and 60 pixels in digital.

The above minimum size requirement does not apply to licensees applying the Arm logo to any productdistributed under license from Arm.

Logo
Placement

Here is the guidance on Arm logo placement. In some cases, alternative logo placements may be required.

Logo Lock-ups
Overview

The Arm logo can be combined with either a product name or group name to create additional logo lock-ups.

All product and group names following the Arm logo are represented in lowercase letters, aligned with the Arm logo proportionally.

Logo Lock-ups
Overview

The logo product name colors are Future Violet and Light Gray on Arm Ink & Dark Gray background colors, and the approved logo group name color is Future Violet on Silicon White background colors.

Logo Lock-ups
Overview

The logo group name colors are Future Violet and Light Gray on Arm Ink & Dark Gray background colors, and the approved logo group name color is Future Violet on Silicon White background colors.

Stacked Logo Lock-ups
Overview

When creating a new stacked logo lockup, the same color rules apply as seen above. We recommend using the Arm Logo Lock-up template to ensure consistency throughout.

Clear Space 

The minimum amount of clear space is the height of the Arm logo, and the space between the Arm logo and product/group should be half the width of the Arm logo. This clear space area is a recommended minimum, and should be increased whenever possible. Keep clear space free of any text, graphic elements, or visual marks. Clear space may be adjusted for select online and exterior signage applications where space is limited.

Logo Lock-ups
Glyph Settings

The logo group glyphs that need to be changed when designing a new logo are outlined here.

Logo vs. Text
Overview

When to use the logo
All sub-brand logos follow a visual system that aligns with the Arm masterbrand, using the same lowercase style to ensure cohesion and recognition. Use the Arm sub-brand logo when referring to the overall brand or platform family in:

• Marketing materials (e.g., brochures, event signage, social media)
• Brand-level presentations and keynote slides
• Web pages about the platform or ecosystem
• Videos and brand storytelling content
• Packaging and branded merchandise

When to use text
Use the text version (e.g., Neoverse V3, Neoverse N1) without the logo lockup in the followingtechnical or product-specific contexts:

• Chip icons or processor visuals
• Block diagrams and architecture illustrations
• Printed/etched on PCBs or silkscreens
• Datasheets or engineering documentation
• Technical presentations and whitepapers

This ensures clarity when referring to specific versions or implementations, and avoids visual clutter in dense or scaled-down formats.

Logo
Incorrect Usage

Always protect the integrity of the logo in every aspect and circumstance.

Color
Palette Overview

Our colors help articulate the dimensions of our brand identity. Neutral and cool colors can reference premium technology, while the vibrant warm colors can evoke energy and inspiration.

Color
Primary Colors

Our core palette consists of Arm Ink, supported by Dark Gray, Light Gray and Silicon White. Our brand is centred around these colors in order to establish a premium brand aesthetic and to maintain brand equity. Please note that Arm Ink and Silicon White should always be the hero colors, supported by the grays.

These colors have been optimized for both digital and print – each color includes the RGB and HEX codes for digital, with CMYK and PMS color values for print. Please keep in mind the differences between color gamuts and color usability across media, and do not cross CMYK and RGB colors.

Color
Secondary Colors

Please note that Arm Ink and Silicon White should always be the hero colors, supported by the grays.

Our secondary colors bring color to imagery, gradients and infographics. These should be used in order to provide emphasis on details, and to assist in creating flexibility among our brand assets.

Color
Tertiary Colors

Our tertiary colors are to be used sparingly as an extended brand palette for detail work such as infographics and technical diagrams.

Color
Swatches

Color
Extended Palette

The following palette shows the wide breadth of our brand colors, offering tints to be used when needed for additional accessibility needs.

Color
Accessibility

Accessibility is of paramount importance to our digital content. We have made every effort to ensure that the color combinations used are of the highest contrast and therefore legible in the digital space.

Color
Example

This page showcases how color can be used successfully to add hierarchy to content and enforce brand awareness. When used correctly and in-keeping with the accessibility rules outlined in this document, color can be an asset strong enough to stand alone whilst remaining inherently Arm in look and feel.

Color
Night Gradient

Based around the concept of a new Horizon, the night gradient is one of our primary/hero gradients. Built on a mesh (using downloadable asset), our Night Gradient is formed from our brand colors and brings dynamism and motion into the brand palette.

Color
Cropping

The range of colors and details within our gradients make them incredibly diverse and flexible. The hero gradients don’t always have to appear in their enormity, instead – as detailed here – they can be cropped and manipulated to form a series of other gradients all spanning from the master gradient block.

Color
Primary Gradients

Whether used to support infographics, backdrop imagery or add depth to blocks of copy, this page outlines some best in class examples using our primary gradients.

Color
Gradient Mesh

Our hero gradients are formed using a gradient mesh. Utilizing a mesh gradient allows us to create a smooth transition between colors in an object, ultimately creating a series of gradients that are dynamic, fluid and ownable to Arm.

Below the gradient mesh window documents the presets used for creating a mesh gradient such as this one.

Color
Day Gradient

Based around the concept of a new Horizon, the Day Gradient is one of our primary/hero gradients. Built on a mesh (see Night Gradient asset above), our Day Gradient is formed from our brand colors and brings dynamism and motion into the brand palette.

Color
Cropping

The range of colors and details within our gradients make them incredibly diverse and flexible. The hero gradients don’t always have to appear in their enormity, instead – as detailed here – they can be cropped and manipulated to form a series of other gradients all spanning from the master gradient block.

Color
Secondary Gradients

Whether used to support infographics, backdrop imagery or add depth to blocks of copy, this page outlines some best in class examples using our secondary gradients.

Color
Gradient Mesh

Our hero gradients are formed using a gradient mesh. Utilizing a mesh gradient allows us to create a smooth transition between colors in an object, ultimately creating a series of gradients that are dynamic, fluid and ownable to Arm.

Below the gradient mesh window documents the presets used for creating a mesh gradient such as this one.

Color
UI Gradients

Alongside our hero gradients, we have a more extensive set of brand gradients that can be utilized across UI elements and digital applications. Unlike our hero mesh gradients, the UI gradients are linear and formed from only two of our core brand colors.

Color
UI Gradients

When used in a digital space, our brand gradients can be utilized to add hierarchy and detailed flourish to elements. Whether bounding boxes for CTA’s or highlighting key words and phrases, our gradients can add a sense of hierarchy and improve brand awareness across digital first assets and UI elements.

Grid Systems
Principles

We have formula principles for creating our grid system.

The margin size is 5% of the shortest dimension of the format.

Grid Systems
Principles

We have formula principles for creating our grid system.

Our grid layout features four or eight columns, providing versatile options for layouts.

The gutters should be half the size of the margins.

Grid Systems
Principles

Applying content

Our grid layout features four or eight rows, and these are set as our base guide. They can be flexible when applying typography, providing versatile options for layouts.

Grid Systems
Construction
Digital Formats

We have outlined some suggested grids based on common digital formats.

1. Social Post
1080x1080px, Margin 54, Gutter 27, Grid: 4x

2. Digital Landscape
1920x1080px, Margin 54, Gutter 27 Grid: 8×4

3. Social Story
1080x1920px, Margin 54, Gutter 27, Grid: 4×8

4. Banner Ad
468x60px, Margin 8, Gutter 4 Grid: 4×2

5. Leaderboard Ad
728x90px, Margin 10, Gutter 5 Grid: 4×2

6. Medium Rectangle Ad
300x250px, Margin 13, Gutter 7 Grid: 4×4

7. Large Rectangle Ad
336x280px, Margin 14, Gutter 7, Grid: 4×4

8. Skyscraper Ad
120x600px, Margin 8, Gutter 4, Grid: 2×82

9. Wide Skyscraper Ad
160x600px, Margin 8, Gutter 4 Grid: 4×8

10. Halfpage Ad
300x600px, Margin 15, Gutter 8 Grid: 4×8

11. Social Card
1200x628px, Margin 32, Gutter 16 Grid: 8×4

The Horizon Arc
Rationale

The Arm Horizon is our hero graphic device that represents Arm’s philosophy and strategy.

It represents that Arm is at the edge of technology creating new Horizons and possibilities. Arm is pervasive and global, and for everyone.

The Horizon is created using this grid, allowing for a flexible, yet consistent and recognizable brand asset.

The Horizon Arc
Rationale

There are two core versions of the Horizon Arc:

1. New Horizons
2. Perspective

The Horizon Arc
Rationale

The Arm Horizon built from a globe is our hero graphic device that represents Arm’s philosophy and strategy.

It represents that Arm is at the edge of technology creating new Horizons and possibilities. Arm is pervasive and global, and for everyone.

The Horizon is created using this grid, allowing for a flexible, yet consistent and recognizable brand asset.

The Horizon Arc
Construction

There are multiple ways that we can crop into the Arm Globe that allows us to create different Horizontal Arc elements. Here are some examples of how the Globe can be used as hero graphics.

The Horizon Arc
Construction

There are multiple ways that we can crop into the Arm Globe that allows us to create different Horizontal Arc elements. Here are some examples of how the Globe can be used as hero graphics.

Typography
Family

Typography
Family
Aeonik

Our primary font family comes in two versions, Aeonik and Aeonik Fono, allowing variation in hierarchy and across campaigns and sub-brands.

Typography
Family
Aeonik Fono

Our primary font family comes in two versions, Aeonik and Aeonik Fono, allowing variation in hierarchy and across campaigns and sub-brands.

Typography
Hierachy

When creating branded applications, please follow this hierarchy map for what typefaces to use and where. We primarily use regular for both fonts.

Typography
Tracking

This refers to the Horizontal spacing between a range of characters that affects the overall density of a word or block of text. As a general rule, tracking should increase as type scales down in hierarchy. For headlines, please follow the below.

Typography
Horizon

As a general rule for sizing, the x-height of large headers should align with the height of the Arm logo, to give the effect of a Horizon line.

Typography
Leading and Line Height

This refers to the vertical spacing between lines of copy and affects the overall density of a block of text. Leading increases the smaller the size of the text.

Typography
Functional

Functional typography is our everyday expression. It’s clean and premium with a clear hierarchy of information to ensure ease of use across functional moments of the brand.

Typography
Text Lock-ups

A few examples on how to correctly combine title, header and body styles:

01 Header, Lead Copy, Body Copy
02 Sub-Header, Header, Body Copy
03 Sub-Header, Title, Body Copy

Typography
Do’s and Don’ts

Here are some type do’s.

Typography
Do’s and Don’ts

Here are some type dont’s.

Typography
Languages

When Aeonik is not available in other languages, please use Noto Sans in the appropriate language.

Typography
Applications

Typography
Horizon Applications

Where possible for hero applications, we should set the type in a Horizontal line. This creates an elegant and premium feel, linking back to our core idea of the Horizon line too.

Typography
System Font

When it isn’t possible to use Aeonik, please use Arial when creating documents in programs like Powerpoint and the Microsoft Suite.

Art Direction
Overview

Our art direction is an integral part of storytelling, depicting the impact that our brand has on people and the world. We have two tiers – the first Horizon treatment brings to life the idea of the new Horizon into our photography, creating a unique brand asset. The second tier is for more everyday use, highlighting Arm’s impact on people and the world.

01 Horizon Treatment
Using gradient overlays and backgrounds to create a sense of sophistication and cohesion among the assets, resulting in strong brand recognition.

02 Highlighting our Impact
Our secondary image style using documentary and abstract imagery to communicate the global impact Arm has across all our LoBs and technologies.

Art Direction
Hero Treatment
Dark Mode

Our Horizon treatment comes in two styles, dark and light mode.

Our dark mode treatment allows us to create assets that are dramatic and impactful, creating focal points that emphasize our technology.

Additional photography can be downloaded here.

Additional photography can be downloaded here.

Art Direction
Hero Treatment
Light Mode

Our Horizon treatment comes in two styles, dark and light mode.

Light mode is used to create a feeling of aspiration and cleanliness. This allows us to create assets that feel premium and sophisticated.

Art Direction
Hero Treatment
Principles

When creating Horizon imagery, ensure that you are keeping within these style principles in order to create a library of images that are cohesive, and build brand recognition.

Art Direction
Hero Treatment
Horizon

We can also use the various Horizon graphic devices behind imagery that has our hero treatment applied where appropriate.

Art Direction
Hero Treatment
Dark Mode
Applying Effect

The image treatment is created in Adobe Photoshop. Follow these step-by-step instructions to create new imagery.

The most important thing is to start with a good image, following the principles on the page before.

The final effect should be subtle, considered and intentional. It should feel like the subject matter has been lit in a studio.

This is a general guide. For some images such as the abstract data image where the background is busier, Step 01 can be skipped and more experimentation with color correction tools in Photoshop may be needed.

You can follow the same rules for light mode, but different blending modes may be required such as: ‘Multiply’ or ‘Overlay’.

Art Direction
Hero Treatment
Examples in Use

When creating assets using our hero imagery, we should be intentional and considered as to where they are applied.

Across both print and digital, we would use our hero imagery to create a sense of transformation and global impact. We would also use it in situations where there is a need for striking visuals as opposed to supporting copy. Advertising and technical document covers would be an ideal application for our hero imagery.

Art Direction
Hero Treatment
Don’ts

Always protect the integrity of the brand by following the rules stated previously, and avoid any of the common mistakes that feature on this page.

Typography
Impact Imagery
Style Principles

Our secondary photography depicts what Arm does, from processors to devices, The choice of imagery used is imperative to building brand recognition, and when choosing imagery, you should consider the following principles to create a library of cohesive and appropriate imagery.

Art Direction
Impact Imagery
Color

Images should be chosen with colors that fit the Arm color palette. This creates a sophisticated, ownable and cohesive feel to our art direction. Images can be recolored if needed.

Art Direction
Impact Imagery
People and Devices

Technology is, after all, here to benefit us. This category should feature the end-benefit of the technology that Arm provides, either directly or indirectly within our partners products.

These photographs should signal the emotional aspects of those products and devices.

This style can be diverse, yet should always focus on people rather than on the hardware.

Art Direction
Impact Imagery
LoBs—Clients

These images show how we apply our art direction principles to Client imagery – showing consumer devices. As these products are focused on consumer products, we also show people where possible.

Art Direction
Impact Imagery
LoBs—Automotive

These images show how we apply our art direction principles to Automotive imagery.

We must avoid the use of 3D stock renders of conceptual cars.

Art Direction
Impact Imagery
LoBs—Infrastructure

These images show how we apply our art direction principles to Infrastructure imagery.

We can use more abstract imagery here to show the idea of a data center when we need impact.

Art Direction
Impact Imagery
LoBs—IoT

These images show how we apply our art direction principles to IoT imagery.

Art Direction
Impact Imagery
Technology Driven

As the architect of processor computing, we continue to expand into new, emerging technologies that improve the way we live.

As we look towards becoming a Silicon company, images of processors will be a key part of our visual toolkit.

Crops with focal blur work well for these images.

Art Direction
Impact Imagery
Global Impact—Expansive

Arm technology is ubiquitous, from smartphones to supercomputers, from medical instruments to agricultural sensors, and from base stations to servers. Arm technology is used by everyone, anywhere, at any given moment in time.

Expansive photography helps illustrate the scope of technology transforming the daily experience of modern life. Use expansive imagery to convey the idea that Arm is everywhere.

Art Direction
Impact Imagery
Global Impact—Aerial

Aerial photography emphasizes the repetitive patterns of objects or places, in nature or in man- made environments. When selecting aerial photography, consider the overall pattern, and if the visual connotations help support the messaging.

Art Direction
Impact Imagery
Abstract Imagery
Data

Abstract technology and data photography are used to represent the Arm ecosystem, digital computing, or data flow and process. Abstract images are also used as background textures to support key messages. When selecting abstract images, consider contrast and color, and if it requires typography to be overlaid for legibility.

Art Direction
Impact Imagery
Abstract Imagery
AI

To illustrate that Arm is the AI platform for everyone, we can use abstract interpretations of AI.

Circular shapes link back to the Arm Horizon, and repetitive shapes hint at the way AI processes data.

AI images must be chosen carefully in order to avoid cliché images such as brains and neural networks.

Art Direction
Impact Imagery
Global Impact—Horizon Arc

Where possible, we use shots of products, nature or abstract textures that utilize the Horizontal Arc shape to create a curated, unique set of visuals.

These should follow the layout principles set out in the Horizontal Arc section of the guidelines.

Art Direction
Impact Imagery
Recoloring Imagery

It is not always possible to source the perfect image that strikes the right tone for specific applications. In these instances, it is important to manipulate the image to ensure it feels appropriate to the brand collateral. Below documents how we can recolor images by simply adjusting the hue and saturation within the image color channels.

Art Direction
Impact Imagery
Recoloring Imagery

Iconography
Library

An icon is a functional tool, not a decorative element. By itself, an icon acts as visual shorthand to quickly and clearly convey an idea, a feature, or a benefit. When combined with text or other data, an icon enriches storytelling.

Inspired by our distinctive brand attributes, our icons are simple, approachable, and refreshingly human.

Arm icon attributes:
– Purposeful
– Singular concept
– Legible
– Minimal detail
– Consistent line weight.

Grid and Construction
Overview

Our iconography system is crafted with a combination of a 20×20 grid and the ‘Arm Horizon’ grid. Be sure to always design your icons based upon this grid.

Also provided in the diagram to the right is an example of clear space around each glyph, as well as key-lines that should be used to align shapes.

For Horizontally proportioned icons, ensure they align with the provided Horizontal keylines. Similarly, for vertically proportioned icons, align your shapes with the vertical keylines to maintain consistent proportions and visual balance.

Grid and Construction
Overview

The template allows for some creative freedom within the grid. With the flexibility of using both the Horizontal Arc lines and the core icon grid to build components. Here is an example of how icons can be created using sections of the template.

Where possible, each icon should have at least one element that is taken from the Arm Horizon grid.

Iconography
Color Variations

Our icon system is designed to work across our color spectrum. Icons may be rendered in any color from our brand palette. In majority of cases iconography should utilize only one color per icon.

Iconography
Horizon Tier

In select cases, our icons can also have added brand personality by applying Horizon Blue to an individual stroke. These can only be placed in key icon Horizon strokes and should be used sparingly.

Tier Two Icons
Overview

When using Tier Two Icons, only one section of the icon should be an alternative color.

Partnerships Logo Lock-up
Overview

This page outlines how the Arm logo appears when paired with an external partner logo.

Where possible, the logo lock-up should be in-keeping with our primary color combination.

Partnerships Logo Lock-up
Construction

Clear space protects our logo lock-up by giving it a minimum amount of breathing room. The minimum amount of clear space is half the height of the Arm logo. This clear space area is a recommended minimum, and should be increased whenever possible.

The height of the Arm logo, labelled x, also dictates the spacing between the Arm logo and the partner logo in this lock-up.

Partnerships Logo Lock-up
Minimum size

There is no preset maximum size for the Arm logos. Minimum sizes are as shown here.

The Arm logo should never be scaled smaller than the minimum sizes provided to maintain optimum legibility. Arm logos can be used down to a minimum width of 0.625″ in print, and 60 pixels in digital.

Logo
Color Variations

Primary Partner
Tier 01

When the partner in question is a primary or tier one level partner, we have license to introduce the partners core color into the Horizon gradient and color scheme of the collateral. In this
instance, the Aston Martin green has been leveraged to build the gradient. By using these colors with existing Arm design systems, brand recognition is retained for both brands. This guidance is used if the partner does not have their own guidance — many tier one partners will have their own rules which you must adhere to and in particular for the logo.

Secondary Partner
Tier 02

However, for secondary or tier two partners, we utilize only the only the Arm color palette and brand assets. The partner logo should be locked up in the same way, but existing solely in Arm Ink or Silicon White, with all other color injection utilized from the Arm color palette only. Solely in black or white with all color injection coming from the Arm palette.

Primary Partners
Examples in Use

When the partner is a primary or tier one level partner, we have we have license to introduce the partners core color into the Horizon gradient and color scheme of the collateral. In this instance, the Aston Martin green has been leveraged alongside the core Arm brand assets to build some best practice examples.

Application
OOH

Application
OOH

Application
Digital Screens

Application
OOH

Application
Website Landing Page

Application
Event Website Landing Page

Application
Powerpoints

Application
Whitepapers

Application
Social & Digital
Social Adverts

Application
Social & Digital
Display Adverts

Application
Events
Booths

Application
Events
Booths

Application
Events
Keynotes

Application
Events
Banners

Using Arm’s Trademarks