Talos Brand Hub | Feb 2025

l Meet the Talos brand

Talos is the bridge connecting institutions to the digital assets market – trusted by the world’s largest buy-side and sell-side financial institutions. 

Our mission is to remove the barriers to wide-scale crypto adoption by providing institutional investors and digital asset service providers with technology that powers the full trade lifecycle. Talos has built the premier end-to-end trading platform and service provider network to simplify access for institutions to this asset class through a single point of entry. One interface connects institutions to their chosen providers for data, liquidity, prime brokerage, custody and more.

Purpose of the Guidelines

The Talos brand is more than just a logo; it’s a promise, a mission and set of values that resonate with our clients, partners, investors and team members.

The purpose of these guidelines is to ensure that every interaction with our brand conveys the high standard of quality, innovation and commitment that we stand for. These guidelines will help our partners and team members build a consistent, recognizable and trustworthy experience for everyone that engages with the Talos brand.

Brand building is a dynamic, iterative process. These guidelines will be updated as we continue to evolve the Talos brand.

Contents

About the brand

Our logo

Color

Typography

Brand design elements

Imagery

About the brand

We empower institutions to trade and manage digital assets at scale, anywhere, safely, securely and optimally.

Brand attributes

Simplicity -  Simplicity - Institutional trading of digital assets is wrought with complexity. Talos makes the experience surprisingly simple.

Excellence - With a high bar for performance, reliability and user experience, Talos is setting a new standard for institutional access to digital assets.

Approachable -  The digital assets space can be intimidating, but we bridge the gap. Talos is not just a provider but a welcoming partner to our clients and colleagues, making the world of institutional digital assets trading more accessible.

Optimistic - We believe in a future where digital assets are integral to the financial landscape. Our optimism fuels innovation and shapes Talos’s approach to challenges and opportunities.

Pioneering - With engineering ingenuity and design thinking Talos is  building the financial systems of tomorrow.

Tone of voice

Accessible and enabling -  Our industry is complicated, and we have deep knowledge, but we communicate in “plain English” so as to be accessible and enabling.

Quietly confident - We are experts in our field, and we are confident in our abilities, but we don’t grandstand. Our expertise speaks through the clarity and precision of our communication.

Calmly reassuring - We are optimists. In a sector often marked by volatility, we express ourselves in a way that is positive and reassuring.  We aim to instill confidence, ensuring our audience they are in capable hands.

Our logo

In Greek mythology, Talos was a giant automaton made of bronze, said to have been made by Hephaestus, the Greek god of artisans, blacksmiths, carpenters, craftsmen, metallurgy, fire and volcanoes. 

It’s not hard to imagine that the Talos brand derives its name from the automated nature of our advanced execution platform and the craftsmanship of our expert engineers who built it. 

Primary logo

This is our logo. It consists of a brand mark and custom logotype set. This should be used in most instances. It can be used on either a white background or dark background as shown. 

When using the logo for any purpose, do not stretch, compress, rotate, crop, or skew either the full logo or the brand mark. When adjusting size,  preserve the logo’s original proportions. Do not change the color, add effects or change opacity.

Logo clear space

The logo is important for building a distinguished identity. A minimum amount of clear space surrounding the logo allows “breathing room” for the logo to stand out and be easily recognizable.

The amount of clear space required on all sides is equal to the dimensions of the brand mark which, as a square, is of equal height and width.

Secondary logo

This is our secondary logo, designed for use in vertically narrow spaces. It features our brand mark above the custom logotype, creating a compact and stacked appearance. This format is suitable for both white and dark backgrounds. 

When applying the secondary logo, it is essential to retain its design integrity. Do not alter its shape by stretching, compressing, rotating, cropping, or skewing. When adjusting size, preserve the logo’s original proportions. Do not change the logo’s color, add effects, or change opacity.

Monochrome logo

A monochrome logo should only be used when the primary logo (with the brand mark in Talos green) cannot be used in a particular application, or when the application is black and white only.

Brand mark

We use the full logo whenever possible. However, there are times where using the compact brand mark is preferable. 

Using the brand mark as a stand-alone branding element creates an opportunity for displaying our identity in more nuanced spaces, creating streamlined designs. For example, in a multi-page document, the full primary logo would appear on the front cover; however, the brand mark can be used on the back page or on internal pages instead of repeating the full primary logo.

The brand mark is a direct reference to the Talos user interface, where 3 adjacent squares (or diamonds when rotated 45 degrees) form an arrow which indicates up and down price movements. The squares are also a reference to the blockchain technology that underpins our industry. Most importantly, the brand mark represents the building blocks of the crypto ecosystem that Talos empowers institutions to integrate and orchestrate.

Brand mark clear space

The same clear space rules apply to the brand mark as for the primary logo. The minimum distance from any other element should be the size of the brand mark.

Monochrome brand marks

The Talos brand mark in Talos green should be the default choice. However, some applications may require a black or white brand mark, for light or dark backgrounds respectively. In limited circumstances, the use of light gray is appropriate.

Color palette philosophy  

The brand's identity is deeply rooted in a color palette that embodies freshness, contemporary style, and uniqueness. This color palette is a critical component of the brand's visual identity.

Impact of color combinations

The interplay of different colors can significantly alter the overall look and feel of any material. Therefore, select color combinations carefully to ensure they complement each other and align with the brand's aesthetic.

Consistency in color usage 

To foster brand recognition and maintain visual coherence, it is imperative to apply the color palette uniformly across all branded touchpoints. This consistency is key to establishing a strong and recognizable brand.

Primary palette

Our lead brand color is Talos green. It can be used sparingly to add emphasis in written copy, e.g., to highlight statistics, calls to action, section headers. It can also be used in graphic treatments to images to emphasize the connection to the Talos brand. Talos green is best complemented by white, light gray or black backgrounds.

Complementary palette

The complementary color palette is crafted to represent attributes of our brand. Talos Purple offers a touch of sophistication and creativity; Talos Orange exudes warmth and energy; Talos Blue reflects reliability and clarity; and Talos Red conveys passion and action. Use these colors to create contrast, draw attention, and evoke the desired response in alignment with our brand's communication goals.

Typography

The typeface used throughout Talos branded communications is Urbanist, a low-contrast, geometric sans-serif font designed by Coey Hu. Inspired by Modernist typography and design, it conveys an intentional neutrality that gives it versatility across a variety of print and digital mediums.

Although Urbanist is a font family made up of 7 weights, we only use 4 of them: Light, Regular, Semibold and Bold, with Light and Bold being the most commonly used.

Urbanist typeface is licensed under the Open Font License and  is availabe on Google Fonts.

Primary typeface

Print type styles

Web type styles

Brand design elements

Squares motif

The Talos squares motif makes a reference to the blockchain system, the building blocks of the crypto ecosystem, and the Talos logo itself. In fact, the spacing between the squares follow the same proportions as the Talos brand mark. 

Empty squares outlined at different opacities are used as accents within clear space to balance and support the main content or graphic elements. In another variation of the motif, squares filled at different opacities of white on a black background are used as a background pattern to add texture to the application.

Sizing

We try to keep the dimensions of the squares to a multiple of 4, e.g., 4mm, 8mm, 12mm, etc. up to 64mm for larger sized applications. This is so that we can keep a consistent formula for the stroke width of 0.5 for every incremental 4mm in size., starting at 0.5 stroke width for 4mm. This makes the default stroke width for 8mm squares is 1pt.

Spacing

To create the motif, the squares are arranged on a grid with a spacing-to-size ratio of 1:4. Therefore, an 8mm squarebox will have a 2mm space between it and the next square in any direction. This is the same spacing as the Talos brand mark.

Color

When on a black background, the squares should be outlined or filled in white with different opacities ranging from 10% to 80%.

Outlined squares coverage

Outlined squares in our graphics act to subtly frame and balance content without overshadowing. They're intended to be used sparingly - no more than 10% of the page should be covered by these elements. Within any grid of outlined squares (typically a 5 x 5 grid, but can vary by application), half the squares should be visible and the remainder transparent, ensuring the motif complements rather than commands the space. This approach helps ensure the squares accentuate the design with sophistication and a light touch, supporting the content without becoming the focal point.

Filled squares coverage

Filled squares serve as a complementary element in our visual vocabulary, adding a texture to the background that unifies the overall design. While they provide a rich backdrop, their application should be balanced and harmonious, complementing rather than competing with accompanying text and images. Set in varying levels of opacity these filled squares are to be utilized thoughtfully to create depth and interest, ensuring they support the visual hierarchy of our content and not overwhelm.

Green line

The green line is used to draw attention to a key piece of information, such as title, introduction, section header or quote.

For multi-line text, the green line is the height on the uppercase riser in the text it is attached to, and finishes at the baseline of the text. For single-line text, the green line height should rise slightly above the uppercase riser and slightly below the baseline of the text by 10% in each direction, so as to be clearly distinguishable as a bracket for the text and not part of the text itself (i.e., the capital letter “I” or lower case “L”).

The green line is always in Talos green. The weight of the green line depends on the text it is bracketing. For standard H1 digital size it has a weight of 2 pixels and the distance from the green line to the text is 16 pixels. The weight and distance should be scaled proportionately with the text size.

Brand mark as a

graphic element

The brand mark can selectively be used as a graphic design element. In this example, the 6-square brand mark is used as an illustrative shape to help structure information. When text is used inside the brand mark, the text is white on the Talos green background. Another example is the use of the brand mark as a mask for photography. (See brand imagery.)

Imagery

Product imagery

Product imagery is central to our visual communication, showcasing Talos’s products. Always choose the latest product images to ensure accuracy and relevance. Product images, both still and animated, are effective for illustrating new developments for both internal and external audiences. Depending on the context, imagery may feature the complete Talos user interface or zoom in on particular components to spotlight specific features.

Brand imagery

Our brand imagery transcends literal depictions of products to communicate Talos qualities and advantages through evocative and compelling visuals.

The selected imagery themes embody a pioneering, confident, and modern aesthetic. Color and style treatments serve as dynamic brand components that, when applied uniformly, enhance the content they accompany.

Aerial cityscapes

Above, the world reveals its hidden rhythms.

Bridges and interconnections

From heights to streets, connections unfold.

Precision and detail

In the details, the vision emerges.

Through cityscape perspectives, we transcend the ordinary, discovering patterns woven into the seemingly chaotic. This elevated viewpoint echoes Talos's ethos: clarity through innovation and understanding.

From elevated cityscapes to the intimate scenes at street level, the imagery of bridges, light streaks, and urban interconnections reflects the essence of connection. These visuals highlight the seamless flow of relationships and ideas, where the grandeur of the macro vision meets the intimacy of human engagement.

Through close-up imagery, we explore the finer details that underpin great innovation: the glimmer of a crafted surface, the texture of materials, or the seamless integration of design within an exclusive venue. These visuals draw attention to the precision and care that transform the abstract into reality.

3D blocks

The dimensional depth of 3D blocks symbolizes our dynamic and evolving identity within the digital asset sphere. Utilized selectively, these renders provide a visual boost to our messaging, adding a touch of sophistication to presentations, ebooks, social media posts, and video content. The image of floating blocks against a matching background portrays our forward momentum and the building blocks of the digital asset ecosystem.

The strategic use of color treatment from our brand’s color palette allows these blocks to be adapted for different content, ensuring they resonate with the context and purpose at hand.

Got questions?

Email us at: marketing@talos.com

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