Grounded
in proof
Numbers, units, sources — visible. Validated, not speculative. Never ornament what we can prove.
The shared
language of
European Na-ion.
The Altris brand guidelines. Use these principles, design rules and assets to create clear, consistent communications across every channel.
01 · Positioning
The European sodium-ion standard.
Industrial readiness, supply chain sovereignty, and risk mitigation are the narrative. Every surface we make — deck slide, datasheet, website hero — should feel like it came from the same calm, credible source.
“Altris is the sustainable sodium-ion standard — validated for automotive low-voltage, scalable for the grid, and made entirely in Europe to guarantee supply chain sovereignty.”
Positioning Statement · 2026
02 · Principles
Four convictions
Judge every decision — a swatch, a headline, a photo crop — against these. They come directly from the work: validated chemistry, disciplined scaling, European supply, real people in Uppsala.
Grounded
Industrial,
not futuristic
We build for factories and fleets today. Avoid sci-fi tropes, glows, and speculative moodscapes.
Quietly
European
Scandinavian restraint. The confidence to leave things out. Daylight over drama.
A system,
not a mood
Every token, asset, and rule ships with a reason. Consistency is how trust compounds.
03 · Messaging pillars
Four things we say
From the strategy brief — the four pillars that underpin every external touchpoint, from website to sales deck to PR.
Pillar 01
Commercial readiness
A drop-in, high-performance replacement for lead-acid. Validated, available, proven in the field.
Pillar 02
Performance, engineered for reality
160 Wh/kg, operation down to −40°C, zero thermal runaway. Hard numbers, operational extremes.
Pillar 03
Sustainable supply chain
European iron, salt, wood, and air. No cobalt, no nickel, no conflict minerals. Resilience as sustainability.
Pillar 04
Industrial validation
Uppsala Pilot Plant produces industrial reference cells that let partners scale with confidence.
04 · Foundations
Start here
Logo, color and typography form the foundation of every Altris communication. Apply them consistently across layout, illustration, photography and data visualization.
FOUNDATION · 01
Color
Six core hex values plus two sparing accents, full 10-step tonal scales, semantic tokens, accessibility pairings.
See color →
FOUNDATION · 02
Typography
Axia across four weights — Black, Bold, Regular, Light. Full scale, pairings, and usage rules.
See typography →
FOUNDATION · 03
Logo
The Altris wordmark, clearspace, color variants, co-branding and application examples.
See logo →
05 · Apply the system
From principles to practice
Use these rules and assets to create clear, consistent Altris communications.
Grid & layout →
Structure compositions with consistent spacing and alignment.
Illustration →
Explain materials, processes and performance.
Photography →
Show the reality of industrial production.
Data visualization →
Make technical evidence clear and readable.
Components →
Apply the language to digital interfaces.
Asset library →
Download logos, illustrations, icons and photography.