ASEC Material Style
A simple visual direction for keeping ASEC materials clean, consistent and recognisable.
One ASEC style, different content needs.
Website pages, sales decks, training materials, course overviews and internal guides may serve different purposes. But they should still share the same visual discipline, tone and brand recognition.
The ASEC base look
These words describe the visual direction that should guide most ASEC materials. They help us decide what to keep, remove, simplify or strengthen.
Clean
Avoid unnecessary clutter.
Premium
Use space, hierarchy and restraint.
Structured
Help readers follow the flow.
Professional
Protect trust and credibility.
Warm
Do not make ASEC feel cold.
Practical
Make the message easy to use.
Use fewer colours. Let structure do more work.
ASEC materials should rely on white space, structure and hierarchy first. Colour should support meaning, not decorate every empty area.
Division colours support the base style. They do not replace it.
Use division colours as soft backgrounds, accent lines, labels, icon accents or section highlights when the content is clearly division-specific.
Build pages and slides with clear rhythm
Use section blocks, cards, comparison layouts and final takeaways to guide the reader instead of filling every space with content.
Hero message
Start with one clear idea.
Section blocks
Separate ideas using spacing, soft backgrounds or large cards.
Cards and comparisons
Make points easier to scan and compare.
Text hierarchy should guide, not dominate
Small text should not be overly bold. If emphasis is needed, use background, border, colour, spacing or icon treatment instead of heavy text everywhere.
Simple rules
Use moderate H1 and H2 sizes. Keep card titles clear. Keep body text readable. Keep small labels lighter. Do not make every word look important.
Visuals should support the message
Photos and icons should help people understand the content. They should not be used only to fill empty space.
Use real ASEC photos with purpose
Use photos to support the message, show actual training context and build trust. Avoid random stock photos that do not feel local or relevant.
Use simple and consistent icons
Use simple line icons with consistent stroke style. Avoid random emoji-style icons or mixed icon styles in the same material.
Use this to reduce subjective design arguments
When design feedback becomes subjective, return to these shared rules.
Do
- Use enough white space.
- Use short headings.
- Use card-based structure.
- Use ASEC orange as accent.
- Use real photos with purpose.
- Keep the message easy to scan.
Don’t
- Use too many colours.
- Fill every empty space.
- Use random fonts or icon styles.
- Make every page look like a different brand.
- Use photos only as decoration.
- Make small labels too bold.
Same visual discipline, different content depth
The content depth may change depending on the material, but the visual discipline should remain consistent.
Public-facing and trust-building
Clean, structured and easy to act on.
Decision-guiding
Clear problem, value, comparison and next step.
Instructional and visual
Easy to learn, remember and apply.
Readable and reference-focused
Simple enough for staff to use repeatedly.
Quick publishing checklist
Before publishing any material, ask these questions. The goal is not to make every item identical. The goal is to make sure the audience can recognise the ASEC standard behind it.
- Does this look like ASEC?
- Are we using too many colours?
- Is ASEC orange used as accent?
- Is there enough spacing?
- Is the main message clear quickly?
- Are the headings easy to scan?
- Are photos and icons helping?
- Would another team member understand it?
Final Takeaway
ASEC Material Style gives creativity a clear foundation. Materials can be adapted for different purposes, but they should still build the same recognition, trust and professional impression.