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Brand Identity Guidelines
Brand Overview SASIG, the Security Awareness Special Interest Group, is a free networking and thought- leadership community for the people responsible for cybersecurity in their organisations.
SASIG At A GlanceWho we serve CSOs, CISOs, SIROs, DSOs and their teams, alongside professionals from risk, HR, legal and supply chain, and distinguished representatives from government and academia. Membership is free and exclusive to cybersecurity frontliners. It is not available to suppliers of security services, individual contractors or the press.Why we exist In 2004, Martin Smith MBE FSyI set up SASIG so that frontline security professionals could gather to safely and freely exchange views on the softer issues of cybersecurity. The first meeting was no more than a dozen strong, in the boardroom of the old Reuters building in Fleet Street. Today, 10,000 members make SASIG a leading and credible voice for the corporate security community.What we do · Regular webinars on Zoom, with recordings in an on-demand library for members. · In-person regional and sector-specific events held under the Chatham House Rule. · Masterclasses, closed senior forums, networking dinners and social events. · Big SASIG, our free flagship conference in London each September. · CPE/CPD points for live learning, recognised by leading professional bodies.
Our missionPurpose, Mission and PromiseTo improve trust and confidence in the online environment.Our promise to membersWhen you join SASIG, you join a room of peers. Every event is free, nobody is there to sell to you, and what you share at our in-person events is never attributed to you.Our purposeTo give the people responsible for cybersecurity a trusted place to learn from one another, openly and without a sales agenda.
Tone of Voice GuideHow SASIG speaks We sound like a trusted peer: someone who knows the subject, respects your time and is genuinely glad you came. Formal enough for a CISO's inbox, warm enough for a first-time member.Six communication principles1. Speak as a peer. Write to members as colleagues. Share, invite and explain. 2. Be clear first. Plain English, short paragraphs and the most useful information at the top. 3. Lead with people and substance. Name the topic, the speaker and why it matters to the reader's work. 4. Invite people in. We welcome, encourage and explain, and we never pressure, hype or oversell. 5. Respect the room. Never reveal who said what at a Chatham House Rule event, and never let Supporter content read as selling. 6. Credit the community. Thank speakers, hosts and members by name when they have agreed to it.
Tone of Voice: RulesBritish spelling throughout: organisation, programme, prioritise. No em dashes. Use a comma, colon or full stop. Avoid "it's not X, it's Y" constructions and strings of short fragments. Say "Supporters" and "Contributors" in member-facing content, "partners" for Big SASIG. Write "cybersecurity" as one word, "the Chatham House Rule" with a capital R, "CPE/CPD points", "on demand" (on-demand before a noun). Dates: Wednesday 9 September. Times: 11am, 9.30am, 2pm, adding (BST) or (GMT) for webinars. Avoid: unlock, elevate, game-changer, cutting-edge, seamless, force multiplier, actionable takeaways, don't miss out, sponsors (member-facing), leads or prospects (member-facing).
The Logo01/
Main LogoThe SASIG wordmark is our primary logo. Its bold, distinctive lettering creates a consistent and recognisable identity across our communications. The circular logomark offers a compact alternative for profile images, icons and smaller spaces. Primary Logo Logomark
SASIGDo not rotate the logo:Do not stretch/distort the logo:Do not change the colours:Do not change the font:Do not image effect:Do not remove elements:Do not obstruct the logo:Do not change the spacing:Incorrect Usage In order to maintain the integrity of the SASIG brand identity, follow these rules to ensure that your logos are always clear and consistent across brand touchpoints.
Colours02/
Purple is our primary brand colour, with green as our primary accent. Magenta, light purple and lime provide secondary accents, while our neutral shades support backgrounds, text and layout.PurpleWhiteGreyHEX: #401053Brand ColoursLight GreyGreyGreenHEX: #00B398BlackLimeHEX: #C4D600MagentaHEX: #B0008EHEX: #768692HEX: #DDE1E4HEX: #EEF1F3HEX: #FFFFFFHEX: #000000Light PurpleHEX: #6F4B7D
Fonts03/
Primary TypefaceAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzAaMuli / MulishOur primary typeface, used across all brand materials, with the full font family available for headings, body copy and supporting text. When to use
Secondary TypefaceOur secondary typeface, used exclusively for website headings via Adobe Fonts.When to use
Devices04/
We have introduced a set of brand symbols which are used in a number of ways to create striking brand applications. These can be used across all forms of created content from social graphics, to branding assets within research reports and slide decks.Graphic device symbols1 2 3 4 5 6
Graphic device colours