We are tyto. Logo
Colours
Typography
Why the barn owl? Mascots
Patterns
Written Content Style
Guidelines
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we are tyto.
The fact that you are reading our brand guidelines makes us really happy. And I mean really happy, because it means that you actually care about us! In this brand manual you’ll find everything you need to know if you want to use our logo, logotype or the combination of the two somewhere we allowed you to do so. So, if you don’t have our permission, please don’t use our brand identity. This being said, you are about to get more familiar with us and we can’t wait to show you around. This manual is the result of months of tireless work by a group of people that is super passionate about this project. We hope you’ll get a sense of what we wanted to depict with this brand identity and why we chose such a peculiar reference image for our logo. Enjoy!
Foreword
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and this is how we look like.
Our logo
Our logo depicts a barn owl. With a microphone. So owl + mic = copilot, right? This is the message we want to convey: a friendly owl guiding you through your trips. 9
Our logotype
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Our logotype comes from the scientific name for the barn owl: tyto alba. We took the name, tweaked the lettering a little bit and this beauty came out of the process.
Logo + type
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tyto.
Hear the improvement
Hear the improvement
Our claim
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Our claim is bold. We dream of becoming of the standards in acoustic wayfinding. Our claim expresses that by letting you hear that your life can be improved.
Respect space
Please allow a respect space of two dots vertically and one horizontally. Logo with logotype should be at least 1.5 cm, and logotype alone 0.7 cm.
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1
2
3
4
5
Incorrect use of logo please don’t 14
1 remove the dot. 2 stretch the logo. 3 use non-official colours. 4 drown the logo or frame it. 5 outline the logo.
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2
3a
3b
3c
Logo variants
On a light-coloured background: use 1 whenever possible use 2 for greyscale printing (C:0 M:0 Y:0 K:40) use 3a/b/c for single colour uses. 15
3a
3d
Logo variants
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On a dark-coloured background: use 3a whenever possible use 3d for greyscale printing.
Reductions
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Colours
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fdc31e Pantone 116 C 252 / 194 / 28
Colours
ea5249 Pantone “Warm red C” 234 / 82 / 73 19
Colours
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ffffff / 255 / 255 / 255
Colours
1d1b1d Pantone “Neutral black C” 29 / 29 / 27 21
Kerning -65
Kerning -50
Typography - wordmark
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We love connections. And a good kerning.
Avenir Next Bold the quick barn owl jumps over the lazy wayfinding ABCDEFGHILJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890$€(&!?%.,:;-)
Avenir Next Regular the quick barn owl jumps over the lazy wayfinding ABCDEFGHILJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890$€(&!?%.,:;-)
Avenir Next Italic the quick barn owl jumps over the lazy wayfinding ABCDEFGHILJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890$€(&!?%.,:;-)
Typography - typefaces
Why the Avenir Next family, you ask? Well, it was one hell of a placeholder. 23
The finest ears in the whole animal kingdom! Barn owls are excellent in capturing nature’s voice, and tyto does the same with the sounds of the urban jungle. But while his brothers screech, our tyto prefers talking to you. Here’s some facts about barn owls:
Why the barn owl?
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they are the most widespread species of owl, found in all continents except Antartica. they are a symbol of clairaudience, hearing what others can’t. the flight of a barn owl is completely silent. they can hunt in complete darkness, relying only on hearing. but their eyesight is excellent as well! their heart-shaped face captures sounds like a parabola. asymmetric ears allow them to locate a sound precisely in a 3D space.
Mascots
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Our mascots are the representation of the modes in our add-on. Behold Yellow Local and Red Outsider: saving your life from traffic and horrible guided tours.
tyto.
Patterns
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Our patterns are the result of an ingenious idea: repeatedly recreating some of the shapes from our logo. This generates brand continuity.
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Now for the guidelines. This is very important everyone, so listen. As you noticed throughout this brand manual, we tried to be very friendly (and sometimes even funny). Life is too short for bureaucratic language. We enjoy life, hence we want you to enjoy it at least via our short texts and colorful brand identity. Every time we think about a content we want it to be as precise as it should be without resulting in being annoying. We strive to find the balance between funny and technical so that you don’t need to be an engineer to understand AI, ‘cause we are able to make that easy for you. This goal is achieved by putting ourselves in the shoes of the consumer. That’s easy for us because we at tyto are the number one customers in the business. We get you and want you to get us. So remember, next time you read something we wrote, look at the guy in the subway who wears airpods and looks at his screen, ‘cause it could be one of us.
Written Content Style Guidelines 33
The crew at tyto.
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Jacopo W. de Denaro Arianna Dipollina Alicia Invernizzi Andrea Silvano Alessandro Vergani
made with in Italy
Printed in January 2018 in Bovisa, Milano, IT