Autonomy Brand Bible

Brand Identity Redesign

A comprehensive brand audit and redesign for Autonomy, the progressive research institute focused on work, welfare, climate, and democracy.

April 2026 | Generated with GPT Image 2

Phase 1: Brand Audit

Analysis of Autonomy's current brand identity across website, reports, and the consultancy arm.

Current Website

Current Autonomy homepage
Homepage (Desktop)Dark charcoal background with golden amber accents. IBM Plex Serif throughout.
Current hero area
Header & Hero AreaFull-bleed photography with centered logo lockup and white navigation.

Current Brand Elements

Color Palette

#333333
#FBC441
#F3993E
#CD3A18
#222222
#FFFFFF

Strengths

  • Distinctive dark/amber identity — unlike any other think tank
  • IBM Plex Serif is a serious, credible open-source typeface
  • Memorable geometric logo mark
  • Consistent report cover template

Weaknesses

  • Dark background is heavy, oppressive, and tiring to read
  • Single typeface at light weight creates visual monotony
  • Main site and consultancy site look like different organisations
  • Small font sizes (12-14px) are difficult to read
  • The descending staircase logo motif can read as "decline"
  • Website feels dated (circa 2018-2020)

Phase 2: Round 1 — Wide Exploration

Three distinct brand directions exploring different strategic positions for Autonomy.

Direction A: "Bold Authority"

Deep navy/black with electric coral accent. Authoritative serif typography. Conveys credibility and intellectual weight.

Direction A Logo
Logo ConceptRising bar chart with coral accent
Direction A Monogram
Monogram'A' with rising sun in amber
Direction A Palette
Color PaletteNavy, coral, amber, gray
Direction A Report
Report Cover
Direction A Website
Website Hero
Direction A Social
Social Card
Direction A Guide
Style Guide

Score: 7.5/10

  • Strong monogram and report cover, but could feel too corporate for a progressive institute

Direction B: "Open & Progressive"

Warm, approachable, optimistic. Forest green with terracotta, cream backgrounds. Rounded humanist typography. Conveys accessibility and hope.

Direction B Logo
Logo — Growth SymbolSprouting plant/person with coral sun arc
Direction B Typographic
Logo — TypographicDistinctive 'A' with coral dot accent
Direction B Palette
Color PaletteForest green, coral, cream, teal
Direction B Report
Report Cover
Direction B Website
Website Hero
Direction B Social
Social Card
Direction B Guide
Style Guide

Score: 9/10 — Winner

  • Best emotional resonance for Autonomy's mission. Warm, distinctive, and credible.

Direction C: "Future-Forward"

Sleek, modern, tech-inflected. Near-black with electric indigo. Clean geometric sans-serif. Conveys innovation and data-driven thinking.

Direction C Logo
Logo — NetworkHexagonal node graph with geometric sans
Direction C Abstract
Logo — Abstract 'A'Dynamic angular form with green accent
Direction C Palette
Color SystemNear-black, indigo, green, with dark UI
Direction C Report
Report Cover
Direction C Website
Website Hero

Score: 5.5/10

  • Too tech-forward for a think tank. Repeats the current brand's dark aesthetic problem.

Phase 3: Round 2 — Refined Direction

"Progressive Authority" — combining Direction B's warmth with Direction A's credibility.

Refined Logo System

Refined Primary Logo
Primary LogoWarm serif wordmark with terracotta dot at 'A' apex. Shown on cream, reversed on green, and as compact mark.
Alternative Horizon Logo
Alternative MarkRising sun 'A' — meaningful but kept as secondary/campaign mark.

Color Palette & Typography

Refined Palette
Refined Color SystemDeep sage green, terracotta, cream — with application examples and dark mode variant.
Refined Typography
Typography SystemRecoleta (display) + Source Sans 3 (body). Full hierarchy with data treatment.

Report Covers

Report Cover - 4 Day Week
Four-Day Week ReportCream background, green serif title, warm market town photography. A massive improvement over the current dark covers.
Report Cover - AI
Me, Myself, and AIIllustrated cover showing the brand can handle contemporary, tech-adjacent topics with creativity.

Digital Applications

Refined Website Hero
Website HeroModern, warm, inviting. Clean navigation, terracotta CTA, collaborative photography, card previews.
Social Cards
Social Media CardsLight and dark variants showing brand versatility. Data visualization for research findings.

Print Applications

Business Card
Business CardCream front with green back. Textured stock, premium feel.
Presentation Slides
Presentation TemplateClean, data-friendly slides for policy presentations.
Comprehensive Style Guide
Complete Style GuideLogo, colors, type, buttons, photography, applications — all in one reference.

Final Recommendation

The "Progressive Authority" direction — warm yet authoritative, distinctive yet credible.

Before & After

Current Brand
Current brand
Recommended Brand
New brand

What This Brand Achieves

Key Improvements

  • Warmth without softness — green/terracotta/cream is inviting but never frivolous
  • Authority without coldness — serif typography and structured layouts command respect
  • Distinction without alienation — unlike any other UK think tank
  • System coherence — every touchpoint feels like the same organisation
  • Accessibility — larger type, better contrast, readable on all devices
  • Modern digital-first design — looks like 2026, not 2018

Brand Palette

#2B5840
Deep Sage
#C55A3B
Terracotta
#FFFBF5
Cream
#1B4332
Dark Forest
#D4A574
Sand
#7EB8B0
Soft Sky
#2C2C2C
Charcoal
#EAF0EC
Light Sage

Comprehensive Style Guide

Complete style guide