Brand Guidelines
5 6 10 14 22 26
Introduction
Logo PR IM ARY LOGO | SECONDARY LOGO | MONOCHROM ATIC LOGO |
Colors PR IM ARY PALE T TE | SECONDARY PALE T TE
Brand Photography IM AGERY | ARI ALS | FLUIDS | UNCONVENTION AL TEXTURES
Typography ROBOTO BOLD | ROBOTO SL AB | ROBOTO MONO
Graphic System EIGEN DROPS
5
Introduction The Eigen brand guidelines outline a number of rules put in place to ensure that the look and feel of our communications is consistent across the board, from our sales enablement content to our internal documentation to our physical spaces. By adhering to these guidelines, we’ll strengthen our brand
over time and present ourselves in the market as a serious company that’s ready and able to serve and partner with other serious companies. In short: #LetsBrandThis This document is continuously updated and may change over time.
Logo The Eigen Technologies logo is an important asset to our organization and should serve as a foundation for all our visual communications. To maintain a strong brand image, it is important that the logo is always applied consistently, wherever it appears. It should never be manipulated or distorted. Please adhere to the following specifications for color, position, and size.
7
Primary Logo EXCLUSION ZONE
The Eigen logo was redesigned in 2018, working on the original concept made by Yuchen Yang in 2015. Yuchen combined the concept of a mathematical matrix with eigenvectors and computation-in-progress. The latter explains why the final two elements of the logo are diagonals. The 2018 version, starting from the same concept basics adopts a new 8-Point Grid System to ensure harmonic spacing and visual consistency throughout the Design construction. The logo must always have a clearly defined area of space surrounding it to ensure that is not overpowered or crowded out by other graphic elements or text. To achieve this, a minimum clear space has been created, based on the height of the “Eigen Technologies� type and the bottom rule.
INCORRECT USAGE
The logo should not be stretched or distorted in any way.
The symbol and the marque should not be transposed.
The symbol should not be removed from the marque.
The logo should not be altered in any way.
Secondary Logo Whenever possible, all materials and communications should be created using the primary logo. In situations where the primary logo will not fit or where its legibility will be compromised, the secondary logo can be used.
9
Monochromatic Logo The monochromatic logotype should only be used when there are not enough colors to properly reproduce the Primary Logotype.
MINIMUM SIZE
The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability. The minimum size is measured by the height of the Eigen glyph as illustrated below. The Eigen UI adopts the 8-Point Grid System to ensure harmonic spacing and visual consistency throughout the interface. We use 8 pixels modules for spacing and sizing of elements and occasionally half module of 4px for small optical adjustments. SCREEN SIZE
PRINT SIZE
15px
5mm
15px 45px
20mm
11
Colors Our brand is underpinned by a color palette designed to be fresh, modern, and distinctive. Different combinations of colors can dramatically change the tone and appearance of a document, so it is important to consider how they will work together. To help achieve brand recognition, the color palette should be applied consistently.
Queen Blue
PRIM ARY PALE T TE
CMYK 70/30/30/15 PANTONE P 111-13U RGB 74/132/150 HEX
CMYK
Columbia Blue
Eigen Blue
#4A8496
CMYK 30/0/15/0 PANTONE P 127-2U
100/0/25/60
RGB
PANTONE
191/226/224
P 123-16U
HEX
RGB
#BFE2E0
0/84/100 HEX #005464
13 Warm Black Pale Goldenrod
SECONDARY PALE T TE CMYK 10/0/50/0
RGB
HEX
9/58/67
#093A43
PANTONE P 163-5U RGB 239/237/155 HEX
Alice Blue RGB
HEX
241/248/248
#F1F8F8
#EFED9B
Color palette The primary palette contains the core colors that should be used across all Eigen visual elements. Elements that should take primary colors include the Eigen logo variations and background imagery. Eigen Blue should be used as a primary logo color when possible.
Peridot
The secondary palette consists of contrast colors that are used to support and complement the three primary colors. Elements that should take secondary colors include dividers, graphic elements, graphic tables.
CMYK 20/0/100/0 PANTONE P 163-8U RGB 222/220/0 HEX #DEDC00
When possible, Pantone colors should be used. For extra impact special print text techniques such as debossing can also be applied. Warm Black and Alice Blue extend the primary palette on all our user interface applications.
Imagery Our imagery should relate directly to the positive nature of Eigen. Imagery should always have a bold, confident and contemporary style. Photography and illustration are powerful, engaging elements that add real value when used appropriately and consistently alongside content. Rather than directly representing products or technology, images should be metaphorical, illustrating our
characteristics and our benefits with emotive visuals that can include beauty and wonder. For example, if you are talking about a lamp, select an emotive image of light, rather than an image of a lamp itself. For post-production and editing please also consider blending modes and duotone techniques with the Eigen brand colours. Our standard categories of image include:
15
Aerials Aerial images suggest a dominant mood or emotional tone. These images are not object-specific, but can contain subjects of curiosity. Sometimes there may seem to be no order in something, when all that’s needed to find the order is to change one’s perspective. Taking the aerial view, for example, enlarges our field of vision.
Myriad elements are deployed in front of our eyes at once, making it easier to see both repetitions and anomalies, and giving us a sense of power through understanding. Aerial images may depict urban settings, waves in the sea, agricultural fields, roofs of houses in a town, or streets in a big city.
17
19
Fluids Like other technology companies, Eigen provides new freedoms to its clients. Most notably, we provide new opportunities for creativity and highlevel thought by automating standard or repetitive tasks.
This freedom can be visualized with fluids and dynamic macro shots. These images may depict, for example, stone veins, painting mashes, or details of waves.
Unconventional textures Patterns and textures are a great way to elevate the visual brand by showing a multiplicity of elements that follow a particular order.
surface quality or feel of an object, but in Eigen design, textures and patterns show depth, creating a physical representation of a three-dimensional space.
Eigen finds patterns in long pieces of text to understand the context and extract the right information. In essence, we uncover the various layers and dimensions of a text. Similarly, a texture is not only the
We can showcase many variations on this theme: a multiplicity of textures allows us to spot sub-themes and change the subject over time, being consistent in the message we want to send.
21
23
Roboto Bold is our headline style Roboto Slab Light is our body copy style Roboto Mono Regular is our data style
25
Typography Roboto is our corporate typeface. It should be used in all instances where typography is required. It is a simple clean and legible typeface that complements our logo. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. Alongside Roboto Bold for headings, Roboto Slab Light is used for body copy text. Roboto Mono is a monospaced addition to our Roboto type family. Like the other members of the font family, Roboto Mono is optimized for readability on screens across a wide variety of devices and reading environments. For this reason we use it to show data across all our UI applications. Body and caption text should always be ranged left and should never be justified or ranged right. Headings must always be left aligned when used in combination with body text but they could be also center aligned when the headings work as a stand-alone element in a pairing combination with visuals (imagery, graphics, color backgrounds). It is important to adhere to the -10 tracking on headings text arrangment to help achieve branding consistency throughout.
Eigen Drops The Eigen Drops are a key element of the brand graphic system. Designed from the 30° degrees rotated element of the Eigen pictogram, they represent our brand, personality in an efficient, bold, positive, colourful clear way. The Eigen Drops play a more prominent role in marketing than in product in order to promote brand awareness and brand engagement and they can scale up or down depending on the context and purposes. They are commonly used in the following places: Websites, landing pages, microsites, presentations, demand generation assets (banner ads, etc.), email, social media, infographic, swag.
27