Arup’s many visual identity elements were being inconsistently applied within the digital arena, so a new set of guidelines were commissioned that would unite the existing print and digital elements. The first task was to design a series of best-practice examples that worked across all platforms. We created a single framework that could be used as a visual identity system. This document is a valuable reference tool that is now being used internally and externally across five regions and 37 countries. It defines the guiding principles for the Arup brand and presents examples which illustrate how the identity works in practice. The guide’s primary aim is to establish a consistent way of using the core elements – logotype, typography, colour, grid and white space.