AP branding and design

Design System

Our design system is the expression of our principles, guidelines and assets in both digital and physical form. As we refine and evolve the AP design system, new patterns and components will be included here for reference.

Design System Layout Preview


The grid is a time-tested tool for creating harmonious compositions. We have devised a simple, flexible and responsive grid system based on the proportions of the AP logo.

Design System Typography Preview Img


Typography is a core component of AP's design system. Consistent use of our type scale and typographic patterns help create clear and intentional journeys through our products and experiences.

Design System Color Preview Img


The AP color system is flexible by design and can range from bold and expressive to neutral and restrained. Color application choices are always informed by the content, context and people for whom the design serves.