Color, typography, and voice for digital brand assets
This reference establishes the core visual identity — palette, type, and primary mark — and extends it with an accent palette built for dashboards, charts, and other data-driven assets. A supplemental section carries the Sun Culture Statements identity.
A warm core, grounded by navy
Sun Orange and Sun Navy anchor every brand surface, taken directly from Sun's approved presentation (PowerPoint/Office) theme. That theme's Accent 2–6, Hyperlink, and neutral colors extend the system for charts and dashboards. A secondary set of Culture‑linked accents, sourced from the Culture Statements Guidelines, is also available for culture-themed assets.
Source: Sun's approved presentation (PowerPoint/Office) theme palette.
Inter, exclusively
Inter is the primary typeface across every digital brand surface — headings, body copy, UI, and data labels. Its tall x-height and tabular figures keep dashboards and charts legible at small sizes.
Backup web-safe font · Arial
When Inter can't load — plain-text email, Word/PowerPoint exports, or legacy mail clients — fall back to Arial (Helvetica on macOS/iOS). It's installed everywhere by default, so copy stays legible without a web-font request. CSS stack: 'Inter', Arial, Helvetica, sans-serif.
Two marks, one system
The Sun corporate logo exists in two canonical color versions — Orange and Midnight — each paired with the background it was built for. Use the artwork directly; never rebuild the mark from type.
Orange mark · on Sun Navy, dark neutrals, or photography
Midnight mark · on white, cream, or light neutral surfaces
Clear space
Maintain clear space around the mark equal to the height of the ellipse on every side. Never crowd either mark with copy, UI chrome, or competing graphics.
Choosing a version
Default to the Orange mark on Sun Navy, dark neutrals, or photography. Switch to the Midnight mark on white, cream, or other light surfaces, where a full-orange field would compete with page content.
Minimum color pairings
Never place either version on a busy photographic or textured background without a solid color plate behind it to preserve contrast and legibility.
Keep it legible, keep it warm
Pair Sun Orange with Sun Navy or a neutral so it stays the loudest color on the page.
Place Sun Orange text on Amber or Red‑Orange fields — the contrast collapses.
Use the Extended Accent colors in a fixed order across charts so series stay recognizable from asset to asset.
Introduce new accent hues ad hoc for a single chart — extend from this palette first.
The Culture Statements
Drawn from the Culture Statements Guidelines, these seven statements and their graphics are Sun's internal culture identity — a companion system to the brand palette above, built from the same color family.
Live the Golden Rule
Treat others the way you want to be treated – we don't just practice it, we live it. The exceptional experiences we deliver wouldn't be possible without understanding our impact on others. We operate with respect, empathy, and consideration at all times. It's not a suggestion, it's our moral obligation.
Do the Right Thing.
We choose honesty and integrity in all our actions, making the best, most educated decisions we can. Sometimes the right thing is the easy thing, or the popular thing. Other times it isn't. We don't get sidetracked when things go wrong, and we don't shy away from doing what is right.
We Over Me.
We work as a collaborative and collective unit. No one person operates alone, and we keep the wider team in mind when making decisions about individual work. We know we need each other to produce an unmatched experience for our residents and guests. What's more, we trust each other enough to sacrifice our own goals for those of the team.
Nothing Changes if Nothing Changes.
We don't sit still for long. We are constantly transforming both our industry and our company. That means we are open and flexible, using what works now to develop what works next. Even if it ain't broke, we still make it better. Lots of folks will say it hasn't been done – we say it hasn't been done yet.
Mindset is Everything.
Mindset is the guiding force behind all our actions. We can't always decide what happens to us, but we can always decide how to handle it. Bad experiences don't bring down our whole day. We learn, we grow, and we become resilient. We are successful because we choose to be, every day and every step of the way.
Keep it Simple.
Let's not overcomplicate things. Can a clearer word explain your point? Use it. Can fewer steps streamline your work? Do it. We lead with what is most important, shedding complexity as we go. Simplicity isn't effortless, but it does make things a bit easier.
Be Yourself & Thrive.
Inclusion, diversity, equity, and accessibility are at the heart of who we are and what we do. Our biggest competitive advantage is the variety of individual perspectives we all bring to Sun. We support and celebrate what makes us unique, creating a space where all can succeed.
Style note
Each statement carries its own designated color pair, sourced from the official Pantone specification in the Culture Statements Guidelines. Statements may also be shown in white set on their designated colored background.
Full-color icon illustrations are the default treatment; a single-tone icon variant (right) is used where a graphic needs to sit in one flat brand color.
