Sqope by Scivantage Financial Technology (FinTech) is rapidly changing the financial world. Scivantage is a leading independent financial technology provider in online brokerage, tax reporting and wealth management applications. Scivantage asked KEVIN AKERS design + imagery to help create the look and feel of a new technology product that enables financial institutions to offer investors a unique, personalized view into how their investments are performing and provide insights for better investment decision-making. Here is a peek into the process of designing a new FinTech brand...
After the name SCOPE was chosen for the product the proprietary spelling S-Q-O-P-E was recommended for it’s unique letterform qualities and cachÊ. The mark had to harmonize with the existing Scivantage logo and fit into the look and feel of the existing products. Many symbols were explored and refined....
Looking at investments for all sides and angles.
Dollar sign, percentage symbol and an “S�
sqope
sqope Moving forward with information from the past.
sqope
sqope
sqope Drilling down for information.
First exploration into a periscope theme.
Periscopes in two directions.
sqope Looking above and below the surface.
sqope
sqope
sqope Looking above and below the surface.
sqope
sqope
Symbol inspired by sonar technology.
Expanding on periscope theme.
Light-hearted take on investment observation.
Simple wordmark.
Symbol and wordmark.
Winning logo and brand guidelines...
Brand Guidelines
sqope: The Identity The sqope™ identity is our visual voice and an important part of the way we communicate with our audiences. Please use this guide to help maintain our identity’s consistency. About sqope A simple logomark highlights the unique spelling of the name, sqope, and is the essence of our identity. The crosshairs within the sqope identity symbolize the agile ability to zero in on performance and zoom out for broader perspective. To reinforce the logomark, a lowercase ’s’ should be used in all references of sqope. The sqope Identity The logomark should be used when reproducing the identity, in certain applications the central icon may be separated from the logomark and used individually. (See page 3)
The sqope logomark in three-color preferred usage
Safe Area The “Safe Area” is empty space that surrounds the identity. To preserve the integrity and strength of the sqope identity we cannot allow the intrusion of competing elements inside this space.
The safe area
x
x
x
Logomark on backgrounds
White on dark color background
x x
sqope Colors The sqope identity should be printed in three colors, sqope Blue (PMS 2738C), sqope Orange (PMS 158C) and sqope Gray (PMS Cool Gray 9C) whenever possible. It may also print in black or white. The identity should be printed on white or light backgrounds whenever possible. If this is not possible, the identity may be reversed out to white on dark backgrounds.
Black on white or light background
3-color on light color background
For promo items only (such as pens, mugs or shirts), the logomark may print in one or two-color options.
Minimum Size The minimum size for the logomark should be no less than 1/2" wide.
Two-color option for promo items, PMS 2738C & PMS 158C
2-color logo on black background
3/4”
The minimum size for the icon when it appears by itself is 1/8” wide. 1/8”
One-color option for promo items, PMS 158C
1.
sqope: Basic Standards Trademarks The sqope™ name and logomark are valuable assets. In following these guidelines, you help us protect our valuable trademark rights and strengthen our product and brand identity.
• Use ™ symbol on logomarks 1” or wider • Use ™ symbol on icon when used by itself on sizes 3/8” or wider
Unacceptable Usage Consistency means quality – for our services and products as well as our visual identity. Even the most ingenious variations to our identity will remain just that, variations – or deviations – from a well-planned system. Here are just a few examples of incorrect usage.
DO NOT alter the proportions of the icon to the logomark.
DO NOT alter the logomark or replace typeface.
DO NOT alter the acceptable colors of the logomark.
DO NOT place the logomark at an angle.
DO NOT add drop shadows to the logomark.
DO NOT place logomark on low contrast or uneven backgrounds.
DO NOT condense the logomark in any way.
DO NOT expand the logomark in any way.
DO NOT replace the icon in the logomark.
DO NOT switch out colors of the logomark
DO NOT delete the crosshairs from the logomark
DO NOT put any border around the logomark.
• The first mention of sqope™ on a given page should include the ™ (trademark) symbol
• After the first mention, you can refer to the product as sqope (no need for ™ symbol)
1”
TM on logomarks 1” or wider
3/8”
TM on icon 3/8” or wider
2.
sqope: The Icon and App Symbol sqope Icon The icon may be used by itself for premiums and small applications or when size limitations make it impossible to include the logomark.
Special Care The icon itself can be used in a variety of ways. Special care must be taken on dark backgrounds so the icon crosshairs read properly (see below).
sqope App Symbol The icon also serves as the app icon in a specially designed outline shape. This is used online and can be used in print materials when referring to the app but never as the main identity.
Correct Usage The “Safe Area� is empty space that surrounds the icon. To preserve the integrity and strength of the sqope icon we cannot allow the intrusion of competing elements inside this space.
The app symbol may appear on solid dark or light backgrounds.
x
sqope icon on white
sqope app icon
x
x
sqope icon on black with crosshairs on white sqope app icon
x
Incorrect Usage x
The safe area
3.
sqope: The Colors & Scivantage Logo The sqope Color Palette Our product color palette is a direct reflection of our brand identity. We looked to achieve a sense of intensity in these color selections as a contrast against our minimalist backdrops. The sqope Blue conveys trust, reliability and a sense of security in the brand. The scope Orange emanates energy and together with the scope Gray crosshairs reinforce the brand equity of the parent company.
Pairing with the Scivantage Logo In certain circumstances it may be desirable to use the sqope logomark in tandem with the parent company’s Scivantage logo. When used together, the Scivantage logo will always preceed the sqope logomark when used side-by-side. If space does not permit a side-by-side presentation, the logos may be stacked with Scivantage always appearing on top.
sqope Color Palette x
x
x
Preferred side-by-side presentation
sqope Blue Pantone: 2738C
sqope Orange Pantone: 158C
CMYK: 100/87/0/2 RGB: 6/3/141 Hex: 06038D
CMYK: 0/68/100/0 RGB: 246/142/30 Hex: FF8500
x
x
x
Optional stacked logo presentation
sqope Gray Pantone: Cool Gray 9C CMYK: 43/33/29/14 RGB: 134/139/249 Hex: 868B92
4.
sqope: Typography Print: Chalet Book A consistent approach to typography will help to build and reinforce the overall identity of sqope. Because of its simple, modern look, Chalet Book has been selected as the core font for sqope on all printed materials.
Web/PPT/Signage: Arial Due to its legibility, availability and complementary characteristics with the sqope identity, the Arial family has been chosen for all online, PowerPoint™ and signage applications.
Chalet Book
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Chalet Book Italic
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Chalet Book Bold
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Chalet Book Bold Italic
Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Narrow
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Narrow Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Further Information For usage or design questions, please contact: info@scivantage.com 5.
If you have a branding, packaging, collateral or infographic project on the horizon please contact: KEVIN AKERS design + imagery at 925.735.1015 or kevin@kevinakers.com To learn more about Kevin’s work, visit www.kevinakers.com and http://issuu.com/akers