Brand Identity Kit — v1.0
Argus Advanced Technology logo

Named for the watcher who never sleeps — a mark built to signal clarity from a distance.

This kit documents how the Argus mark, color system, and typography come together, so the brand holds up consistently across every surface it appears on.

01

The Mark

What the symbol is built from, and why.
Argus icon mark

A summit, sighted.

Argus takes its name from the all-seeing giant of Greek myth — vigilant, precise, missing nothing. The mark reduces that idea to two overlapping strokes forming a peak: a fixed point of reference, seen from every angle.

Navy is the vantage point — steady, authoritative, always watching.
Orange is the signal — the insight that cuts through the noise.
03

Usage

The mark stays legible by staying still — no stretching, tilting, or recoloring.
Correct proportion
Original proportions, on white or light neutral
Stretched example
Never stretch or distort the lockup
Rotated example
Never rotate or tilt the mark
Reversed on navy
White version on brand-navy or photography
Recolored example
Never recolor outside the palette
Low contrast example
Never place on low-contrast or busy backgrounds
04

Color

Two brand colors, used deliberately, plus a quiet neutral scale.
Argus Navy
HEX#000033
RGB0, 0, 51
CMYK100, 100, 0, 80
USEwordmark, primary UI, backgrounds
Argus Orange
HEX#FF9933
RGB255, 153, 51
CMYK0, 40, 80, 0
USEicon mark, CTAs, key accents only
Navy Soft
#1B1B4D
Ink
#14141F
Slate
#666B80
Cloud
#F5F6F9
White
#FFFFFF
05

Typography

A tracked-out display face echoes the wordmark; Inter carries everything people read.
Display — Montserrat, Headlines & Section Labels
Ever watchful
Used sparingly, in Semibold, uppercase, with generous letter-spacing (+2 to +3%) to echo the wordmark.
RegularARGUS AA BB 0123
MediumARGUS AA BB 0123
SemiboldARGUS AA BB 0123
BoldARGUS AA BB 0123
Body — Inter, UI & Long-form Text
Built for everyday reading.
Inter is the workhorse: paragraphs, interface labels, tables, forms. Regular for body copy, Medium/Semibold for emphasis.
Type Scale
H1 / 44pxArgus
H2 / 30pxArgus
H3 / 21pxArgus
Body / 16pxArgus
Caption / 12pxARGUS
06

In Use

A quick look at the system applied to real touchpoints.
Argus business card
Morgan Ellis
Director of Systems Engineering
morgan@argustech.com
+1 (555) 042-7710
argustech.com
Avatar icon
Social avatarIcon mark, centered, on Argus Navy
Favicon
argustech.com