Ad Hoc Brand Toolkit

Images & illustration

Images are a key way we convey one of our three core tenets: Creativity. Images (when applied effectively) can underscore a perspective, approach, or concept in ways that words that words can't.

When used for illustrative purposes, images should always be comprised of three elements:

Image
Illustration, or icon
Shape

Images should support the key themes or ideas being expressed in written content. Screenshots should not be used, unless a case study, or other written content requires it to directly show the service or product being discussed. If combining into a collage, images should be grayscale.

a closeup photo of people's hands during a brainstorming session wit sticky notes, pens, and paper

Illustrations

Vector illustrations should work together with an image to provide either a juxtaposition or complementary meaning. In either case, the illustration or icon must support the core idea being conveyed by the text.

Vector illustrations be either single line or outlined stroke illustrations. Illustration imagery should not be overly complex or detract from the main idea being conveyed. Outlined illustrations should be used on larger screens, while single stroke illustration versions used on smaller devices. Illustrations should be single color, and if combined with an image and shape elements, filled or outlined in white.

an illustration of a bomb, with a lit fuse, in front of a bag of money

Shapes

Simple, elemental shapes should be used when making an image collage. Squares, rectangles, and circles should be the shapes primarily used. Shapes should be single color or use a gradient from our color guidelines. When layered, a multiply blend mode should be applied to add visual interest and provide a sense of serendipity and collaboration within the composition.

a rectangle and square, overlayed on top of each other

two rectangles, overlayed on top of each other

Putting it together

an image collage, combining a photo of a military medal, with an illustration also of a medal

an image collage, combining a photo of paper money, combined with an illustartion of a bomb with a lit fuse, in front of a bag of money

an image collage, combining a photo of people's hands, brainstorming ideas with markers and stickers, with an illustration of a light bulb

Penrose

When we are looking for texture in a design, our go-to is the Penrose Tile. It’s an aperiodic (non-repeating) tiling pattern. The pattern is named after mathematician Roger Penrose. We use the Penrose pattern to represent the uniqueness of our teams. No two teams at Ad Hoc are alike, simply because no two people are alike. We value the uniqueness, creativity, and humanity that each of our teams bring to our work.

It shows up many different hues, in outlined, vector form. Depending on the medium (letterpress) we sometimes alter the number of colors involved.

Download: SVG | Figma

Icons

Our icon use is limited to the pre-approved icon set listed here. All icons should be single-color use only. Additional icons available upon request.

Human-centered Design

Data

Product thinking

DevOps

Agile development

Cybersecurity

Team members can get in touch with our Communications team to get started.

Get in touch

Blocky & Friends

Blocky is our company mascot — a curious, human-centered team member, always willing to lend a hand. Since Blocky represents our Ad Hoc team, Blocky is used for internal design assets only within our company. The exception to this rule is for our recruiting team marketing.

Tally

Angly

Squashy

In 2023, Blocky was joined by some new team members: Tally, Angly, and Squashy. We don’t know exactly where they came from, but we’re glad they’ve joined us.

Use of Blocky (and friends) requires approval from our Creative and Communications teams.