Design attributes

Design attributes help guide us in the way we develop and evolve our brand. It gives us a framework to be creative and flexible, while keeping us aligned and consistent.
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Simple

We keep our visual identity as we do our communications and products, simple, clear and direct.

As a Danish company, aesthetics are fundamental to both our products and the experience that we are trying to provide users. We get straight to the point with a visual experience for the end user that is premium throughout their Monta journey.

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Dynamic

We are a brand driven by energy, which shows in all of our actions and aspirations. We aim to be an "agile brand," adapting to change as it comes, but always maintaining our core identity.

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Progressive

A progressive brand design means being aligned constantly with the evolving needs and expectations of customers, trends, and cultural change.

Progressiveness demands a brand attuned to the societal impact of our activities whilst driving innovation and leadership inside our product categories.

The Monta logo

The Monta logo, along with additional design elements, creates a consistent and unmistakable brand identity that is used across all media.
Monta logo
monta card

Primary and Secondary logo

Our primary logo is coral on light backgrounds, and our secondary logo is white on a coral background. Always choose the primary logo as first preference.

It’s OK to use the white logo on other colours or photographic backgrounds, but coral is always first preference.

Size & Safe Zone

The logo should always be clear and easy to read. Make sure it’s big enough, and not too small, and make sure it is sharp and not fuzzy or low resolution.

The clear space around the word mark is defined by the height and width of the first letter in the logo. This means that you should not place other visual elements within the clear space. Also, make sure there is margin enough in the design to respect the clear space.

monta logo grid

The Monta M

The Monta M is our logomark, or a simplified version that stands for our logo. Use it to give a little reminder, or tag that this content/design/interaction is Monta.

The Monta M should be used in contexts where the full Monta logo is present or the audience is clearly in a Monta space, so there is no doubt who is speaking.

For example:

  • Use is on the second page of a report or guide
  • Use it on social posts (where the sender is Monta)

Always choose the coral logo first, and only in situations where it disrupts a design, use the white version.

Note! The M however should never be used on co-branded occasions.

The Monta M

Logo Do’s

do / don'ts logo
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Use coral logo with a light sand background.

do / don'ts logo
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Use white logo with a full coral background.

do / don'ts logo
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Use white logo with a dark background.

do / don'ts image banner
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Use the primary logo on a light background.

do / don'ts image banner
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Always use the primary logo on the front page of a guide or report.

Monta hardware
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Always use the primary logo when shown out of our usual context.

Logo Dont’s

Monta logo example
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Don’t change the colour or add gradient to the logo.

Monta logo example
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Don’t stretch or distrot the logo.

Monta logo example
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Don’t use coral logo with dark background.

SmartCharge Preferences
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Don’t add any decoration to the logo.

Social Media post
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Don’t use the white M on another colour on hero brand touch points.

Social Media post
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Avoid low contrast, clashing or busy backgrounds.

banner mockup

Looking for co-branding guidelines?

Are you a business looking to leverage Monta in your marketing materials? 
Look no further, you can find guidance and assets here.
Co-branding guidelines

Tagline

A tagline is crucial for creating a memorable and meaningful message that captures the essence of Monta across all touch points.

Use the tagline when introducing Monta, signing off Monta and on all shared materials such as guides, one pagers, presentations etc.

Download logo with tagline
EVbetter

EV

Monta is not just following the electric mobility revolution – we are leading it. The term EV transcends the mere concept of Electric Vehicles; it symbolizes a new age of dynamic, sustainable, and interconnected mobility. With Monta, we invite you to "EV" – a verb that signifies innovation, empowerment, and dynamism. Whether you drive, commute, or explore, to "EV" with Monta is to embark on an electric journey towards a cleaner, more efficient future.

Better

At Monta, we are driven by a pursuit of excellence, where 'better' is not just a promise but our very essence. From our unparalleled software to cutting-edge technology, we constantly strive to outperform ourselves. Our dedication to 'better' transcends mere results; it reflects our commitment to deliver superior experiences, system efficiency, and technological innovation. When we say “better,” we're not just comparing ourselves to others. We're setting a new standard
EV Better slogan

Do’s

tagline do / do nots
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Display the tagline aligned either left or right, depending on the context.

tagline do / do nots
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Negative layouts use White Monta Logo or Coral 40 to create a clear hierarchy.

tagline do / do nots
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Use #evbetter on social media posts.

Dont’s

tagline do / do nots
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Do not modify the tagline by stretching or enlarging.

tagline do / do nots
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Do not center or change the colour of the tagline.

tagline do / do nots
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Don’t capitalise the tagline.

Alternative logo lockups

For special programs, campaigns or content series, we have a specific treatment of typography and colour. Following this system allows for consistency across all our programs and series.

Contact the Brand team for guidance on creating new lockups. 

Partnership, white labels and theming

Get a full overview of how we use our brand together with our Powered by Monta partners, white label and themed solutions.

Guidelines
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Internal only

brand essentials partnerships

Logo lockups in use

Social Media post
Monta Academy
Social Media post

QR-stickers

QR stickers are used on charge points to show that Monta is available to use. The QR allows the user to quickly open the App or App Clip and start charging.

We have a strict template for these stickers which must be followed. There is a Monta version and a co-branded version available to use.

Monta QR code

Do’s

Monta QR code
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Preferred: Coral QR sticker with white logo. Monta logo is always on top.

Monta QR code
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Optional design: Coral logo with a neutral sand background.

Monta QR code
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Co-branded: Monta logo is always left, followed by partner logo. The two logos should be equal in sized and visually balanced.

Dont’s

Monta QR code
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Don’t edit the design and position of the logo.

Monta QR code
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Don’t change the colour of the background.

Monta QR code
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Don’t change the design template.

RFID cards

RFID cards are another way we help the user get charging as quick as possible. It features our core brand elements and our electric pattern.


RFID cards

Typography

Typography is a powerful tool for a brand, as the right font and design communicates the company's personality and values.

Typography icon background

Display font

Our display font is Quicksand. Quicksand is a rounded, geometric font. It was chosen for its friendliness and openness, it helps us feel approachable to our customers.

It was chosen based on several criteria: 

Ease of use. Quicksand is a free font available on Google Fonts. It’s easily integrated on the web, in Figma, Google slides etc. So farewell to downloading and installing old font files!

Friendliness. It’s crucial that across all platforms we come across as open, friendly and approachable. Quicksand has rounded, circular, open features, and this all helps our customers feel welcomed.

Quicksand
Quicksand fontMockup brochure
Lato font

Body font - Lato

We use Lato as our body font.  The semi-rounded details of the letters give Lato a softer touch, which fits well with Quicksand and our logo. 

The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness.

lato font

Do’s

do / do nots banner image
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Headings in Quicksand Bold

Use Quicksand Semibold for headings.

Use coral on the full stop for a subtle call back to Monta. Only do this on the first hero heading, and not again after that in the same context.

do / do nots banner image
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Balanced proportions

Stack headings so that there aren’t too many words on each line, though no more than three lines. 

Ensure there is a good balance of heading size and negative space.

Highlighting words in headings
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Highlighting words in headings

Use the tints of the same colour to highlight text. Such as a lighter tint of coral on a coral background.

Dont’s

Don’t change the font weight
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Don’t change the font weight

Do not use any weights other than Quicksand Semibold in headings.

Headings in all caps
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Headings in all caps

Don’t use caps (pretty much ever). We don’t want people to feel like they’re being yelled at.

Headings in Lato
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Headings in Lato

Don’t use Use body text (Lato) for headings or as the only text on a creative.

Night shades on coral
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Night shades on coral

Don’t use different colours on a background. Such as a night shade on a coral background.

Use coral in typography
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Use coral in typography

Don’t use coral in headings or body text.

Tertiary colours in headings
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Tertiary colours in headings

Don’t use other tertiary colours for headings.

banner mockup

Tip! Don’t use our fonts in co-branding materials

Are you a business looking to leverage Monta in your marketing materials? Look no further, you can find guidance and assets here.
Co-branding guidelines

Typography in use

Typography in use
Typography in use

Accessing the fonts

Both Quicksand and Lato are Google Fonts and available in all Google products (Docs, Slides, Sheets etc.) and in Figma.

You can also view and download the fonts here:

Colour

A thoughtfully chosen brand color palette can evoke emotions, convey personality, and improve brand recognition, making it a crucial element in creating a strong and memorable brand identity.

Colour icon

Coral Palette - Primary

Our primary colour is Coral 100. It is vibrant, loud and stands out in a crowd. Most importantly, it doesn’t blend in amongst the sea of competition who notoriously use greens and blues. 
Complimentary to our key brand colour Coral, we have a cooler, darker shade to use in gradients.

Coral 100

#FF5252
RGB 255 82 82
CYMK 0 82 64 0
PANTONE Warm Red U
PANTONE Warm Red C

Coral Gradient

Coral 100 – Coral 150
#FF5252 – E9265E

Coral 150

#E9265E
RGB 233 38 94
CYMK 2 96 47 0

Coral tints

We have three lighter tints of our primary coral colour. Use these as accents, overlays or in graphics. See typography for use in text layouts.

Coral60

#FFA8A0

Coral40

#FFCAC2

Coral20

#FFE2DF

Do’s & don’ts

do / do nots banner
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Use splashes of coral to stand out.

do / do nots banner
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Use a large coral background for large physical products, like this back wall design for an event. In this case we can use the coral to stand out in the crowd.

do / do nots banner
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Use coral background together with our electric pattern as a splash or section of the creative.

do / do nots banner
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Don’t use coral backgrounds on portraits or cutout photography.

do / do nots banner
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Don’t use coral backgrounds in social or marketing materials together with illustrations.

do / do nots banner
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Don’t use coral backgrounds for paragraphs of text such as quotes.

Sand Palette

The Sand colour palette was created to balance the cold, corporate Night shades. To give some warmth to the brand and to compliment our primary Coral colour. It is used as a background colour instead of white to soften creative. 
The primary sand colours used for backgrounds are Sand 20 and Sand10. Darker shades are used to create overlays such as icons.

Sand 20

#F9F7F6

Sand 20

#F9F7F6

Full Sand palette

For copy we generally use Sand 100, the darkest shade. For maxi icons (as background elements) we use Sand 40 and all backgrounds are either Sand 20 or Sand 10.

Sand100

#A99F9F

Sand80

#C4BCBB

Sand60

#DAD4D3

Sand50

#EDEAE9

Sand40

#F4F2F1

Sand20

#F9F7F6

Sand10

#FDFCFC

Do’s & don’ts

do / do nots image design
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Use Sand 40 for maxi icons. For example: in the background of a web header.

do / do nots image design
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Use Sand for headings (always use night shades).

do / do nots image design
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Don’t use darker sand for backgrounds

Do not use any weights other than Quicksand Semibold in headings.

Sand in use

Sand color in use
Sand color in use
hotel banner

Nightshades

The Nightshades give our brand a clean, modern look and feel. They are used predominately in headings and text, illustrations and iconography.

Night 100

#343457
Primary text

Night 90

#4B506B
Secondary text

Night 80

#616986
Tertiary text

Night 60

#9096AF
Disabled text

Full Nightshade palette

Nightshades are used on copy, illustrations and to build up layers of UI in the product. We have a broad spectrum of tints to allow for layering and a clean, premium look and feel.

Night100

#343457

Night90

#4B506B

Night80

#616986

Night60

#9096AF

Night50

#C2C7DB

Night40

#E2E6F0

Night30

#EFF1F7

Night20

#F3F4FA

Night10

#FBFBFF

Night05

#FDFDFF

Do’s & don’ts

Use nightshades for typography
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Use nightshades for typography

Use Night100 for main heading copy and Night60 for highlighted heading copy.

Use night80 for body copy.

Use palette for illustrations
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Use palette for illustrations

Nightshades can be used in illustrations, filled or gradients.

Do not use mid night shades for background fill.
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Do not use mid night shades for background fill

Limit how much we use night100 as background fill.

Night in use

Night color in use
Night color in use
monta employees

Extended palette

The Monta extended palette is a selection of colours outside the core brand colour palette. This broader selection of colours allows us to add variety to creative executions, or differentiation in complex visualisations. They have been chosen as they do not draw too much attention away from our coral, and they are able to work in harmony together.

Extended bright palette

It is vital that Coral, our primary colour, draws the most attention. Many colours compete and clash with coral, and so this palette was developed to avoid this.

Blue-Bright

#5C72FE

Orange-Bright

#F9B200

Pink-Bright

#FE92B9

Green-Bright

#45B17E

Blue-Light

#AAD4F4

Orange-Light

#FADE97

Pink-Light

#FCC0CB

Green-Light

#AEE4A9

Blue-Pastel

#E6F4F7

Orange-Pastel

#FBF7EB

Pink-Pastel

#FAECEE

Green-Pastel

#F1F1E5

Do’s

Use the bright colours to make icons pop
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Use the bright colours to make icons pop

In special situations, a bright colour could be used for a button, but only when it is not primary (there should always be a coral button in sight).

Use palette for illustrations
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Use palette for illustrations

Choose these to compliment the clothing or hair colour or complexion.

Use colour to help segmentation
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Use colour to help segmentation

Where needed, colour can help connect themes or products across complex ecosystems. Note: A coral button should always be in site, and using pastel colours in buttons shouldn’t replace the standard Primary, Secondary, Tertiary button choice.

Dont’s

do / do nots image design
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Bright colours are not intended to be used behind icons, or as buttons. These do not meet our accessibility standards.

Don’t use bright colours in large area fills
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Don’t use bright colours in large area fills

do / do nots image design
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Don’t combine bright colours. Limit the colour palette on a single creative.

Bright colour combinations are too bombastic and don’t give a sense of a premium, refined product.

Blue-Dark

#5E5995

Orange-Dark

#DD7862

Pink-Dark

#734962

Green-Dark

#6D6D5D

Blue-Mid

#918BD3

Orange-Mid

#E0A171

Pink-Mid

#A07E92

Green-Mid

#93A181

Blue-Pastel

#C6C4E0

Orange-Mid

#D9BC9B

Pink-Dust

#DBC0C8

Green-Dust

#D0D0A5

Extended muted palette

This palette has been created to balance out the light and bright tints. The colours are chosen because they are close to nature and follow the earthy, natural pattern.

Do’s

do / do nots image design
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Use as background colour only when there is a real life situation (a hand holding a phone).

do / do nots image design
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Use as backgrounds behind our people. It’s warm, friendly and human.

do / do nots image design
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Use the colours to dress people

Choose colours which complement the overall creative.

Dont’s

do / do nots image design
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Don’t use multiple colours together on a background fill as the primary creative element.

do / do nots image design
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Don’t use as background fills, and don’t use bright copy, it hurts to read! and it doesn’t feel like Monta.

do / do nots image design
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Don’t use the extended palette when the product is featured as a mockup, you should be top funnel hero branding elements.

UI colours / Product colours

Ocean Blue

Ocean represents an active charge state. Beyond this primary use, it also punctuates key information and enhances interactive elements, ensuring clarity and engagement in our design.

$Ocean100

#0027FF

$Ocean80

#405DFF

$Ocean20

#CCD4FF

$Ocean10

#E5E9FF

$Ocean05

#F2F4FF

app mockup - starting charge

Validation palette

This palette is used in the product to communicate and inform user actions. Avoid using these in marketing materials.

$success_dark

#107B69

$success_light

#EBF8F6

$alert_dark

#BA1628

$alert_light

#FAECEE

$warning_dark

#CB7A00

$warning_light

#FFF7EB

Brand expression
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Internal only

Brand expression

Illustration, photography and icons. 
Read more

assets
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Internal only

Assets

Product mockups, templates and loom recordings. Read more

Activate Monta as a partner

Monta for partners

Guides, 1 pagers and assets to co-brand your marketing materials. Read more