PAVS Brand

This page will help you understand the basic elements of the PAVS brand identity. It explains the brand identity and serves as a source of reference.

Introduction Overview

Our visual brand has been designed to promote PAVS’ identity as a friendly and approachable organisation that is nonetheless highly professional and a trustworthy source of information and training.

The brand mark is distinctive with strong visual elements that will ensure that it will become a well-recognised mark. The lettering used has been highly customised to produce a unique signifier, without compromising legibility; priority has been given to providing a logo mark that is visually accessible. The elements of the mark combined with the colourway will have broad appeal across the community.


The development of the brand mark has involved a high degree of attention to technical detailing. This attention to detail conveys commitment to excellence on the part of the organisation, delivering highly polished front-facing communications and encouraging confidence in the organisation both by the end users of the CVC’s services and the third sector, government and other funding bodies with whom PAVS enters into partnerships.

In promoting PAVS in an attractive and professional manner we have sought to further foster the existing sense of pride in the organisation felt by those who work for PAVS and those who are associated with the organisation through joint projects.

Design principles

PAVS has three principles that work as a guide to making detailed design decisions designing applications for output.

Brand Consistency
Core Message 

Simple Clarity

Brand Consistency

A consistent use of the visual identity in all communication creates a sustainable brand expression. We always combine the Maze graphic together with the PAVS Logotype. We make a strong choice of the brand blue, red and yellow colours and we use the brand typeface Montserrat. Each element is part of a greater whole and contributes to the design system, with the purpose to strengthen the PAVS brand.

Core Message

Use the power of the PAVS primary brand colours, layout and imagery when communicating positive upbeat messages. Use a subdued and calm colour with suitable imagery if you are communicating a complex and/or sensitive subject.

Simple Clarity

PAVS have a clear identity and aims to avoid anything that feels complicated. This means that, to be powerful, we use few primary identity touch points instead of many elements. This way PAVS will be clear in our communication.

Brand Marks

Main logo

The logo, the primary symbol for the PAVS Brand, consists of the maze and the logotype for PAVS – Together they create a form that has a clear logo mark and communicator. The look is consistent whichever version you choose to use. The lettering has been configured to continue the theme of pathways and journey. The full logo consists of the maze in the correct proportions together with the name PAVS.

Ideal for most applications

Ideal for vertical applications

Ideal for horizontal applications


The PAVS palette uses softened primary colours to form a foundation from which all other colours can be obtained by mixing. This method allows the brand palette to grow and adapt to meet the needs of PAVS while maintaining a connection to the original colours – blue, red and yellow.

By adding a well-defined set of tonal colours, we allow the identity to be more flexible while still being true to its original three. These light and darker tonal colours contain a variety of Blue, red, yellow and grey shades.

How to contact us

See our list of staff contact details and make direct contact with the person you need.

Alternatively our office phone line is open between 10am and 2pm each day on 01437 769422

Our generic email is

Registered Office: 36/38 High Street
Haverfordwest, Pembrokeshire SA61 2DA

Office Hours

Our staff are now working in a hybrid way which means they may not be in the office, but working from other venues or home working. Due to changes in the way we now work, we are not holding meetings or running training events in person from our premises. However, if you wish to meet with a member of staff then please email them directly or call their business mobile number. The staff contact list is kept up to date with the most recent information.

If you do need to call at our premises, we have an intercom system at our front entrance, so just ring the bell and wait to be answered by one of the team. From 9.00am to 5.00pm Monday to Thursday and 9.00am to 4.30pm on a Friday (except on Bank Holidays) there will be someone there who is able to answer you. If you are just delivering mail, then please use the letter box on the front door.

Thank you for your ongoing support.

Coastal Blue Graphic for PAVS