BRAND IDENTIT Y GUIDELINES ©2019
TABLE OF
CONTENT S
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1.
Introduction 1.1. Preface 1.2. Corporate Values 1.3. Core Brand Values
2. Brand Identity 2.1. Conceptual Background 2.2. Logo Construction 2.3. Exclusion Zone & Minimum Size 2.4. Brand Ecosystem 2.5. Logo Alternatives 3.
Color Palette 3.1. Primary Colors 3.2. Secondary Colors
4. Typeface 4.1. Primary Typeface 4.2. Secondary Typeface 4.3. Font Hierarchy 5. Supporting Materials 5.1. Tagline/Brand Headline 5.2. Pattern 5.3. Iconography 6. Collaterals 6.1. Business Cards 6.2. Letterhead & Envelope 6.3. Trading Page 6.4. Mascot
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INTRODUC TION Establishing a brand identity is essential to any company and creating a ‘Graphic Standard Manual’ is the first step towards that goal.
1.1
PREFACE As a professional corporation, we value the uniqueness of every brand image. We also value creativity in order to communicate consistently and effectively. It is important for the company to speak with one voice and show one face. These guidelines will help to achieve that goal.
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1.2
CORPOR ATE VALUE TOKENOMY is A value creation & distribution network achieved through leveraging blockchain technology A one-stop tokenization platform that allows individuals or corporations to generate, distribute, & exchange their tokens A marketplace for tokens to be listed & traded on our crypto-only exchange Our aim is to ensure that TOKENOMY’s brand image will remain relevant and consistent across every platform that the company operates.
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1.3
CORE BR AND VALUE Our plan and mission for the future direction of the brand is to become an innovative, futuristic, modern and solid brand company. Our new brand image adds more personality and more of who we are as a company. We want to be known as the best Digital Asset Exchange globally.
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BR AND IDENTIT Y A brand identity has the goal of setting the standard image of what is expected of a brand reputation. By the existence of these brand identity guidelines; we are hoping to set the personality and characteristics of TOKENOMY as a brand, as well as maintaining it for the future.
2.1
CONCEPTUAL BACKGROUND The hexagonal chain in the illustration represents the blockchain mechanism as the industrial sector where the company is engaged. The 10 dots in our hexagonal logo symbolises our TEN token and its increasing interconnectivity and integration in the token economy. The logotype is now using Montserrat as our new basic typeface for all purposes as it brings a modern and professional aspect to the brand. The blue colour range for the logo is expanded in order to make our new brand image become more modern and innovative.
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2.2
LOGO CONS TRUC TIONS The following graphics remark the construction of both the original logo of TOKENOMY. In some circumstances, the logogram can act as an icon, while the logotype always remains attached to the logogram. In those terms, the logogram sometimes could stand alone as an icon; but the logotype shall never be displayed alone without the logogram.
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LOGOGRAM
LOGOTYPE
LOGOGRAM
LOGOTYPE
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2.3
E XCLUSION ZONE
To ensure the legibility of the logo form in all application, the surrounding of the logo must always be kept clear of any elements that might cause clutter. We use the alphabet letter T from the logotype as a baseline size for the clear area.
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2.3
32px
MINIMUM SIZE
32px
In order to maintain the legibility size of the logo, the logo has a minimum display size of 32px in height and not any less than that.
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2.4
BR AND ECOSYS TEM To further expand our business, we divided several branches according to specific ecosystem that we built in. In general, there are 5 (five) branches that stood under the authorization of Tokenomy: Launchpad; Exchange; Charity; Academy and Futures. The ecosystem logos are constructed synchronously in accordance to the main logo. In order to maintain the constant identity; it is important to follow the construction guide provided.
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Minimum display size: H: 32px W: (constrain proportion)
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2.5
LOGO ALTERNATIVES Original Standard Logo The original logo color tone should always be prioritized at the matter of using it for any media. Original Negative Logo In order to ensure the image of the logo stays in consistent; whenever it needed to be placed on darker color surface, the negative logo tone is preffered. Original Grayscale Logo Grayscaled logo often used in printed media or photocopy purposes.
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The following are some examples of misusing the logo. It is strictly prohibited for any party to modified/reconstruct/rearrange any size/position/alignment of the original logo composition. Logo assets for all media needs are provided by the responsible designer.
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COLOR PALE T TE Our base color tone for the entire brand identity is blue. Blue is a calming color that might be able to stir up the fundamental value of authority. The color blue represents authority, calm, confidence, dignity, establishment, power, success, secure, sense and trustworthy.
3.1
PRIMARY COLOR
#005792 R 0 G 87 B 146 C 98 M 71 Y 16 K 3
#0080BC R 0 G 128 B 188 C 84 M 41 Y 5 K 0
#1EAFED R 30 G 175 B 237 C 68 M 14 Y 0 K 0
#CEDDEF R 206 G 221 B 239 C 17 M 7 Y 1 K 0
The above color group contains with our primary colors. Those colors are applicable on every elements that has higher purpose value (e.g. title, headline, tagline, highlights, etc.)
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3.2
SECONDARY COLOR The following set is our secondary color tones. Following colors are used for secondary purposes only and not to color important elements. These colors will also be used for CSS color code in terms of showing function console of: danger; warning; success; info; increase/decrease in chart.
#17A567
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#F7335B
#FCAC19
#33BDD6
#DAE8E5
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T YPEFACE The typeface or font system is an integral part in building one’s brand image. Our aim is to produce a solid, clean, modern and innovative image for our brand’s direction.
4.1
PRIMARY T YPEFACE
BOLD
Lorem ipsum dolor sit amet SEMIBOLD
The Montserrat Font Family was chosen to be the central font of the brand. By using this new typeface, it will change the brand image considerably by making it more solid, modern and bold. The font family consists of variable weights to be used based on the hierarchy value of each placement.
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Lorem ipsum dolor sit amet REGUL AR
Lorem ipsum dolor sit amet LIGHT
Lorem ipsum dolor sit amet
4.2
SECONDARY T YPEFACE This secondary typeface will specifically be used for numbering only. The font Numbers ClaimCheck is monospaced which makes the decimal numbers even more easier to read. In the trading/exchange market page, a few numbering special characters or glyphs are needed. These characters also come from the secondary typeface.
REGUL AR
0123456789
0123456789 ABCDEFGHIJ .,:;#$%+*" '-<>()v
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4.3
FONT HIER ARCHY Using Ratio in typographic sizes makes them relate to each other because they increase by the same ratio. To create significant contrast through the scale, we use 3:4 scale ratio as basic guidance for the math.
H2 H1 50 67 89
P
H6 H5
H4 H3
16
21 28
37
Above numbers are obtained from the multiplication of base font size with 1.333 as scale ratio number for 3:4 font scale type.
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SUPPORTING E LE ME NT S What is a brand without supporting elements to emphasize the basic image identity of the brand itself? The following elements display some of the things that will support the brand image. By adding these elements, our brand image will become more memorable.
5.1
TAGLINE A tagline is a description of the whole brand in a short phrase. It symbolises the meaning of the brand. To promote brand awareness, a tagline should be repeated frequently and consistently across all touchpoints. At the very least, a tagline must be distinctive in order to differentiate a brand from its competitors. In many ways, finding the right tagline mimics the process behind brand naming - research, strategy, and creative work can all contribute to achieving the perfect end result. That is why a tagline is most often used for marketing and advertising purposes in brand positioning.
G L O B A L V A L U E C R E AT I O N & D I S T R I B U T I O N N E T W O R K
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5.2
PAT TERN
The pattern is inspired by hexagonal chain that exists mostly in the world of tech and the industry of blockchain.
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5.3
ICONOGR APHY The new branding also comes with 2 (two) different icon style sets based on the difficulties of the illustration details for each icon: general UI/UX icons and customised icons. Since the purpose of each set is different; the graphic detail of the general icons are more simple and bold, while the customised icons are intended for larger display.
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GENERAL ICONS
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CUSTOM ICONS
Both 2 types of the icon set are not limited to as displayed, but whenever it is necessary to make new icon that has equal value in terms of hierarchy; responsible designer will develop the work and produce them.
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COLL ATER AL S
6.1
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BUSINESS C ARDS
6.2
LE T TERHE AD & ENVELOPE
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6.3
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TR ADING PAGE
6.4
MA SCOT The mascot was inspired by superheroes who has the ability to turn talents into tokens (tokenization) and help the artists and the buyers. The helmet or the glasses represent the search mechanism for artists and buyers.
KENNY
NAOMI 32
G L O B A L VA L U E C R E AT I O N & D I S T R I B U T I O N N E T W O R K