ENRON THE VISUAL STANDARDS GUIDE
ENRON THE VISUAL STANDARDS GUIDE
TABLE OF CONTENTS
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OVERVIEW
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VISUAL GUIDE FROM PAST TO PRESENT LOGO ANATOMY CLEAR SPACE SIZING + SCALE COLOR PALETTE TYPOGRAPHY INADEQUATE USAGES BUSINESS SYSTEM
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14 16 18 20 22 24 26 28
EXTENSIONS PROJECTING ENRON
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LEVERAGE CHART
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EXPANSION LIST
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PROTOTYPE DELIVERABLES
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“ NEARLY ALL M STAND ADVER YOU WANT TO MAN’S CHARA HIM POWER.
MEN CAN RSITY, BUT IF O TEST A ACTER, GIVE ”
- Abraham Lincoln, 16
th
American President
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01
OVERVIEW
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After years of inactivity, Enron is now revitalized as an independent, informed and empowered company. In a word – resolved. This new chapter will enliven our customer base and power a larger community into decades ahead. This new brand identity expresses our personality and our beliefs. We want to signal to current and prospective customers that Enron not only has changed, but that we are stronger. Our new look supports our focus on leveraging a network of influence to change the trajectory of social, economic and political issues.
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VISUAL GUIDE FROM PAST TO PRESENT LOGO ANATOMY CLEAR SPACE SIZING + SCALE COLOR PALETTE TYPOGRAPHY INADEQUATE USAGES BUSINESS SYSTEM
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FROM PAST TO PRESENT Forming a new brand mark requires an understanding of where the brand has been. Conceptually and visually, the Enron brand mark was strong and dynamic. The “E” was slanted 45 degrees with all 90 degree corners, enlisting an overall rigid and dominant aesthetic. Originally designed by Paul Rand, it was a mark that would last through history not only for it’s association to the designer, but for the ultimate collapse of the company. The new logo visually and conceptually embodies the mission of the new brand — to leverage a network of influence. This represents the evolution from past to present. The new design is a combination of the renowned “E” transitioning into the wings of a phoenix.
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LOGO ANATOMY The new logo is composed of the combination of a symbolic mark and a word mark. The symbolic mark comes from a combination of the renowned “E� transitioning into the wings of a phoenix. The word mark is customized with the 45 degree angle on select lines. The primary recognition of the new design is the graphic mark, while the secondary is the word mark. The weight of the signature reads left to right.
Signature
Symbol
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Wordmark
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45°
X = basic unit
X
1/3 X
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CLEAR SPACE As a unit of measurement,“X” equals the cap-height of the letter “E” in “Enron.” The minimum required clear space is a distance of “2X” surrounding each side of the signature. To create the greatest impact, allow even more space around the signature. Do not allow typography, imagery or other graphic elements to enter the minium clear space area.
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Clear space
Clear space X
2X
2X
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SIZING + SCALE Minimum sizes have been established to maintain optimum legibility and quality in every expression of the Enron brand.
Signature
Wordmark
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Symbol
The symbol should never be used smaller than 1 centimeter in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
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ABOVE 50 CM
50 CM
20 CM
10 CM
5 CM
2 CM
BELOW 1 CM TALL DO NOT PRINT
SYMBOL ONLY
WORDMARK ONLY
HORIZONTAL LOCKUP
VERTICAL LOCKUP
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COLOR PALETTE The design system uses our existing color palette. These may be used in fields of color, typography, charts and graphs. It is important that there is proper contrast and color compatibility when applying one color over an image or another color in any application and usage. Using colors consistently in all communications will strengthen brand recognition, create impact and differentiate our brand.
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RICH BLACK
FLAME RED
RGB: R10 G10 B10
RGB: R215 G60 B40
CMYK: C75 M70 Y70 K90
CMYK: C10 M90 Y90 K0
PMS: Black 6 C
PMS: 2347 C
POWER BLUE RGB: R235 G160 B80 CMYK: C90 M85 Y50 K60 PMS: 275 C
INFLUENCE YELLOW
SUBTLE WHITE
RGB: R235 G160 B80
RGB: R240 G240 B235
CMYK: C5 M40 Y80 K0
CMYK: C5 M0 Y5 K0
PMS: 2011 C
PMS: 7541 C
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TYPOGRAPHY Two standardized typefaces have been chosen for the Enron brand identity. They are to be used in all printed and online communications. Each of the fonts was selected for its visual compatibility with the Enron brand mark and for its ability to convey a personality that is consistent with our brand. Only use the weights and styles shown on this page.
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The primary typeface in the Enron brand identity system is Bebas Kai. Bebas Kai is a simple and clean typeface that conveys a strong and professional tone. Use Bebas Kai in all headlines and subheads in printed and online applications.
Bebas Kai
Brandon Grotesque is clean sans serif font that may be used in text, but should not be used in headlines or subheads.
Brandon Grotesque Regular Brandon Grotesque Italic
aBcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()
Brandon Grotesque Bold Brandon Grotesque Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()
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INADEQUATE USAGES To maintain a strong, cohesive and distinctive brand it’s important to use our logo correctly. It is important to avoid using the mark improperly as to avoid damage to the company and/or create noise and confusion. Shown here are examples of incorrect or unacceptable uses of the Enron symbol, logotype and signature.
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Do Not Frame
Do not skew
Do not Outline
Do not frame or box the mark.
Do not change the orientation of the mark.
Do not outline the mark in any color.
Do not add a gradient
Do not use a drop shadow
Do not misplace
Do not add any gradients to the mark.
Do not alter the depth of the mark.
Do not alter the spacing of the brand mark.
Do not change the color
Do not stretch
Do not Arc
Do not use two color combinations unless specified in here.
Do not change the orientation of the mark.
Do not modify the brand mark via arc.
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BUSINESS SYSTEM Using the company stationery with help to present the brand in a visually distinct and professional manner. All external correspondence shall be written on the letterhead template for consistency.
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03
EXTENSIONS
PROJECTING ENRON LEVERAGE CHART EXPANSION LIST PROTOTYPE DELIVERABLES
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PROJECTING ENRON Enron will be focused on leveraging four different sectors within the scope of society that hold power and influence.
SCIENCE Improving peoples lives through research and study of the human condition and the surrounding world.
TECHNOLOGY Driving progress of machine intelligence and human experience through machines.
GOVERNMENT Strategizing the future state of the union in relation to other countries.
BUSINESS Pursuing economic profitability to continue exponential growth.
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LEVERAGE CHART CB-01 Co-branding | Enforce CB-02 Co-branding | Fire Labs ED-01 Education | Envote ED-02 Education | Encode ED-03 Education | Academy of Innovation and Science EN-01 Environments | Enron HUB EN-02 Environment | Bioron EN-03 Environments | Enron Data Ev-01 Events | Envision Conference EV-02 Events | Enron Lead PR-01 Products | Enwatch PR-02 Products | E-Boost Pr-03 Products | Enmergency Pr-04 Products | Envolve SR-01 Service | Enron + SR-02 Service | Enron Agent (EA) SR-03 Service | Enron Foundation SR-04 Service | Enron Bank
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BUSINESS
SR-04 SR-03 SR-01 EV-02 SR-02
EN-02 ED-03
CB-01 EV-01
PR-03
PR-04
PR-01
SCIENCE
GOVERNMENT
ED-01
CB-02
EN-01
PR-02
EN-03 ED-02
TECHNOLOGY
POWER + INFLUENCE LEVERAGE SECTORS
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Our mission is to leverage a network of influence to change the trajectory of social, economic and political issues.
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EXPANSION LIST Enron has a full future ahead thanks to this list of expansion ideas and concept. This is how the brand will diversify, project into different industries, and all while staying true to its brand mission.
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CB-01 | Co-branding |
ED-01 | Education |
ENFORCE (USA AIRFORCE + ENRON)
ENVOTE
Safety in a world of uncertainty.
Be an active member of your world — voting is a privilege.
Enforce is a defense and exploration collaboration that focuses on control and exploitation or air and space.
Envote is a campaign that helps explain the importance of voting and the impact it has on a society.
Mission-focus
Mission-focus
Enforce reinforces our mission of leveraging power networks by optimizing the United States militia influencers to change the trajectory of political issues.
Envote reinforces our mission of leveraging power networks by educating the population about the United States voter system and importance of participating in a democracy.
Similarities
Similarities
Blue Origin, SpaceX
AAPD, Rock the Vote
Differentiators
Differentiators
Enforce is focused on space missions meant for military protection and scientific discovery rather than colonization.
Envote is directed towards voters of all ages rather than “young people”.
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EN-01 | Environment |
SR-01 | Service |
ENRON HUB
ENRON PLUS
Discoveries by the minute.
A world of possibility and all it takes is money.
Enron Hub is a campus that houses the innovators and scientists. This area is exclusive to only permitted employees and certain areas require additional security clearance.
Enron Plus is a financial assistance program that allows people to present their ideas and receive funding if it is seen as valuable to the company to invest.
Mission-focus
Mission-focus
Enron Hub reinforces our mission of leveraging power networks by using scientific community influencers in order to tackle and change the trajectory of the worlds greatest biological threats.
Enron Plus reinforces our mission of leveraging power networks by possessing the largest funds of global entrepreneurs to influence and change the growth of the company and global reach.
Similarities Goggle, Microsoft, Amazon
Similarities Shark Tank, SBIC
Differentiators Enron HUB has higher clearance restrictions as the projects require a government level security clearance.
Differentiators Enron Plus is not something that is broadcasted on television, but rather observed through a prospectus and in-person meeting. ENRON | THE VISUAL STANDARDS GUIDE
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EN-02 | Environment |
ED-02 | Education |
BIORON
ENCODE
Human is our greatest weakness.
Learn at a premier coding school with a promised job upon graduation.
Bioron is a lab in which scientists work to create antidotes to suspected threats in resistance to biochemical warfare.
Encode is a coding school that enlists the smartest and most promising students. These students tend to continue their journey at the Enron Hub.
Mission-focus Bioron reinforces our mission of leveraging power networks by utilizing the world’s top scientists to formulate antidotes and strategize against possible attacks from foreign enemies.
Mission-focus Encode reinforces our mission of leveraging power networks by teaching computer science to young, brilliant, influential minds. Similarities
Similarities
App Academy, Iron Hack, Springboard
US Army Labs, BASF Differentiators Differentiators Bioron focuses on biochemical warfare as a world wide issue rather than a U.S.A. focus.
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Encode is targeting certain students. Rather than accepting applications, the student is invited to join based on certain qualifications.
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EN-03 | Environment |
SR-02 | Service |
ENRON DATA
ENRON AGENT (EA)
Your data protected and optimized.
No stone unturned. Accurate and professional reporting.
Enron Data works as a massive database center where data analysts manage portfolios on the top grossing companies in the world.
Enron Agent is a specially trained secret service unit that reports necessary information back to headquarters. Mission-focus
Mission-focus Enron Data reinforces our mission of leveraging power networks by using data analysts to influence the possible outcomes for major accounts and by furthering the trajectory of economic issues.
Enron Agent reinforces our mission of leveraging power networks by enlisting trained investigators to source information that can alter the trajectory of social, economic and political issues. Similarities
Similarities Bridgewater Associates, Renaissance Technologies Differentiators Enron Data focuses on the data component rather than the money management portion.
Interpol, US Secret Service, FBI Differentiators EA focuses on information gathering, rather than action. The information however is exchange for other important goods and/or service.
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CB-02 | co-Branding |
SR-03 | Service |
FIRE LABS (VULCAN + ENRON)
ENRON FOUNDATION
The world’s greatest achievements in partnership and collaboration.
The future of business funded.
Fire labs is a collaboration with Vulcan to help drive the innovative partnerships and real-world application and study.
Enron Foundation is a non-profit segment that focuses on providing scholarships to students attending a 4-year school for a business degree.
Mission-focus Fire Labs reinforces our mission of leveraging power networks by solidifying bonds with robust companies working in similar sectors such as Vulcan.
Mission-focus
Similarities
Similarities
PATH, Allen Institute
Marc Beaumont Scholarship Fund, Women in Public Finance Scholarship
Enron Foundation reinforces our mission of leveraging power networks by helping fund the future power players through grants.
Differentiators Fire Labs is focused on more of the crosssection between science an robotics.
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Differentiators Enron Foundation focuses exclusively on business degree students. Following these students progress through school, the Foundation seeks to bring them onto the corporate team once they graduate.
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Ev-01 | Event |
PR-01 | Product |
ENVISION CONFERENCE
ENWATCH
Technology, together.
A watchful eye on our citizens.
Envision is a yearly conference that exhibits that newest releases in technology. This is a place where the most renowned entrepreneurs come to broadcast their products and network.
Enwatch is a personal tracking chip that is placed under the surface of the skin. The purpose is to help the government ensure the safety of their civilians while the individual is able to monitor their health status with the same chip.
Mission-focus Envision reinforces our mission of leveraging power networks by assembling world-wide innovators in a singular community to discuss and collaborate on technological advancements that will alter the trajectory of social, economic and political issues.
Mission-focus Enwatch reinforces our mission of leveraging power networks by helping ensure the life cycle of their people and change the trajectory of social issues. Similarities
Similarities AWS: Reinvent, Apple Release Event
Apple Watch, Fitbit, Galaxy watch
Differentiators
Differentiators
Envision Conference focuses on the global community and promotes as such. Sessions are provided in several languages with ear pod translators if needed.
Enwatch focuses on surveillance and well-being of citizens. The user can also use features of the watch.
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ED-03 | Education |
SR-04 | Service |
ACADEMY OF INNOVATION + SCIENCE
ENRON BANK
At the forefront of strategic thinking education.
Your money is safe.
The academy provides the top students with the top industry equipment. This is a place where award winning professors come to mentor and continue their research in tandem.
Enron Bank is a bank that provides services to only a select group of people and corporations based on contingencies. This banking club is meant to provide benefits others cannot.
Mission-focus
Mission-focus
Enron’s Academy of Innovation + Science reinforces our mission of leveraging power networks by providing educators and visionaries a space and resources for continual discoveries.
Enron Bank reinforces our mission of leveraging power networks by positioning the company at the forefront of economic decisions and thereby changing the trajectory of economic issues.
Similarities
Similarities
Chinese Academy of Sciences (CAS), Harvard University, Stanford University
U.S. Trust Wealth Management Interest Checking, Citigold Private Client Account Package
Differentiators Academy of Innovation + Science focuses on the community aspect. We source educators from diverse backgrounds and in less prominence. ENRON | THE VISUAL STANDARDS GUIDE
Differentiators Enron Bank focuses on members known to be associated with the Skull and Bones Society and other prominent secret clubs.
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EV-02 | Event |
EN-G03 | Environment |
ENRON LEAD
ENVOLVE
A women’s place is at the top.
Happy planet, happy life.
Enron Lead is a women’s movement that promotes women in power and focuses on placing women in the C-suite in more companies around the world. This is done through empowerment and education.
Envolve is an artificial intelligence system that tracks an individual’s carbon footprint. This calculation is directly associated with an individual’s taxes. If more emissions are used, more taxes are owed to counter balance the effect.
Mission-focus Enron Lead reinforces our mission of leveraging power networks by providing half the population (women) with platforms that will help them be heard at an amplified rate.
Mission-focus
Similarities
Similarities
LeanIn, Built By Girls
Carbon Footprint Calculator (US EPA), Pledge Balance App
Envolve reinforces our mission of leveraging power networks by monitoring the well-being of our citizens.
Differentiators Enron Lead is a network that works in the public eye with the mission to get more women in seats of prominence, while also working behind the scenes through connections.
Differentiators Evolve focuses on monetizing an individual’s carbon footprint.
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PR-02 | Product |
Pr-03 | Product |
E-BOOST
ENMERGENCY
Once a year responsibility that saves thousands of lives.
You are in power. Protect yourself.
This is a supercharged vaccination that each person gets once a year. What each vaccination contains is dependent upon the age of the patient. Instead of receiving multiple vaccinations, this serves as one powerful preventative shot that helps keep our community safe from unwanted viruses.
Enmergency is an alarm system meant to keep women safe from sexual predators. This small token can work as an alarm that sends an immediate ping to the local dispatch center as well as providing a litmus component that can test for GHP (the date rape drug).
Mission-focus
Mission-focus
E-Boost reinforces our mission of leveraging power networks by preventing any major outbreaks of disease globally.
Enmergency reinforces our mission of leveraging power networks by empowering women and men to fight against their sexual assailant.
Similarities
Similarities
6-1 vaccine (UK), Combination Vaccines
SipChip, Nimb Ring
Differentiators
Differentiators
E-Boost focuses on creating a healthy world, not just individual healthy countries.
Enmergency focuses on the empowerment of women to fight again their attackers.
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PROTOTYPE DELIVERABLES Enron will be focused on leveraging power networks across a broad range of fields to establish an omnipresence in society. The following are visual representations of what that future may look like.
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EN-01 | Environment |
ENRON HUB Discoveries by the minute.
Enron Hub is a campus that houses the innovators and scientists. This area is exclusive to only permitted employees and certain areas require additional security clearance. Mission-focus Enron Hub reinforces our mission of leveraging power networks by using scientific community influencers in order to tackle and change the trajectory of the worlds greatest biological threats. Similarities Goggle, Microsoft, Amazon Differentiators Enron HUB has higher clearance restrictions as the projects require a government level security clearance.
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The aesthetic of the building from the outside. From the outside, people know we work in the science industry. On the inside, it’s so much more.
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We are first and foremost collaborators. Great ideas happen together.
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Technology helps us relay our ideas even faster. Everything works off the cloud at the HUB.
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EV-02 | Event |
ENRON LEAD A women’s place is at the top. Enron Lead is a women’s movement that promotes women in power and focuses on placing women in the C-suite in more companies around the world. This is done through empowerment and education. Mission-focus Enron Lead reinforces our mission of leveraging power networks by providing half the population (women) with platforms that will help them be heard at an amplified rate. Similarities LeanIn, Built By Girls Differentiators Enron Lead is a network that works in the public eye with the mission to get more women in seats of prominence, while also working behind the scenes through connections.
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Power by numbers.
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Finding a voice and passion behind a mission.
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A singular voice being heard. Women have influential power that can transform the world.
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PR-02 | Product |
E-BOOST Once a year responsibility that saves thousands of lives. This is a supercharged vaccination that each person gets once a year. What each vaccination contains is dependent upon the age of the patient. Instead of receiving multiple vaccinations, this serves as one powerful preventative shot that helps keep our community safe from unwanted viruses. Mission-focus E-Boost reinforces our mission of leveraging power networks by preventing any major outbreaks of disease globally. Similarities 6-1 vaccine (UK), Combination Vaccines Differentiators E-Boost focuses on creating a healthy world, not just individual healthy countries.
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Minimalistic space meant to register patients and treat them in an efficient manner. (Right) Doctor preparing the E-Boost vaccine for the next patient. (Below)
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Design + Strategy Alyssa Wong
Design Consultation Hunter Wimmer, GR604 Nature of Identity
Details The Visual Standards Guide was typeset in various weights of Brandon Grotesque and Bebas Kai.
Image Credit 500px.com Upsplash.com
Disclaimer The images in this book are used in accordance with the Creative Common License. This book is non-commercial work produced as a student project for educational purposes, and as such is considered derivative work under the Fair Use Clause of U.S. Copyright Law. ENRON | THE VISUAL STANDARDS GUIDE