Brand guide by Antonia Moberg

How we How we look. look. BRAND GUIDELINES

BRAND GUIDELINES

The aim of our brand identity is to define a more powerful, compelling and different way of talking about INFUSE. To focus on what the brand stands for and communicate what we do and say to our target audience in a way that helps people recognize that INFUSE is different and effective,relevant and appealing

BRAND GUIDELINES

THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL LET YOU GET TO KNOW US BETTER. Contents

LOGO Rationale Construction Exclusion Zon Minimum Size Aplication Family/Variations

COLOR Primary/Secondary Palette Application Tints

12 15

TYPOGRAPHY Print

Online

STYLE GUIDE Pattern Tints

Style

Placemant

CHECKLIST To help you out.

BRAND GUIDELINES

03 LOGO 3

BRAND GUIDELINES

Rationale Construction Exclusion Zon Minimum Size Aplication Family/Variations

OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT. THE LOGO, delightful am I not. Wordmark Logotype created using our Raleway font, with each letter carefully spaced for the correct feel and maximum legibility. INFUSE Face A crafted graphic symbol that represents;inspiration, abstract and 3d feeling

It has been carefully drawn and positioned within square for precision and added clarity. Wherever possible, the symbol should always appear as blue on a black-colored background. Square Holding the advice for he INFUSE Face for added precision and clarity.

This is the landscape version of the logo and is preferred version of the logo for all printed collateral including all printed publications, advertising, billboards, poster , ďŹ&#x201A;yers and product packaging. This is the stacked version of the logo and is the preferred version when there is small space in layout .

BRAND GUIDELINES

EXCLUSION ZONE,a little elbow room to help us stand out.

0 1 ,P ri m a r y lo g o c o m p o s i t i o n

x x

0 3 ,Lo g o w i t ho ut t y p o g ra p hy

5 BRAND GUIDELINES

C le a r s p a c e f ra mes the lo g o , s e p a rati ng i t fro m t h e ot h e r e l e ments s u ch a s h e a d l i n e s , tex t, i ma g er y a n d t h e o ut s id e ed g e of p r i nt e d m at e ri a ls . The x e q ua l s to t h e hei g ht of the lett e r “ f ” i n t he tex t. The c le a r s p a c e i ndi cated i s t h e mi n i mu m . The x of the lo g o w i t h o ut ty p o g rap hy sh o uld e q u a l the x of the se co n d a ry lo g o co mp os i t io n .

0 2, S ec o nd ar y l o g o c o mp o s i ti o n

MINIMUM SIZE,bigger is better.

O n sc reen The m i n i m u m lo g o w i d t h f o r w e b pa g e s and a p p li c a t i o n s i s 1 0 0 px o r 5 5 px . C o ns i d e r i n g t h e s c r e e nâ&#x20AC;&#x2122; s p i xe l d e n s i t y i s 7 2 P P I , t h e o pt i m u m w i dt h s h ou l d b e 150 px o r 6 0 px

1 0 0 px

5 5 px

40mm

30mm

In pri nt The m i n i m u m l og o w i d t h f o r pr i n t i s 4 0 m m o r 3 0 m m . T h e opt i m a l wi d t h f o r A 4 p r i n t i s 4 5 m m o r 3 5 m m.

T h e min imu m s iz e s d e s cr ib ed a b ove do es in clu de clea r sp a ce. T h e min imu m sizes described above are applicable for displays o f 7 2 P P I , if t h e d is p la y scr een s h a ve h igh er P P I ( e.g. r et in a ) min imu m siz es should be adapted proportionally

BRAND GUIDELINES

WE WANT TO LOOK GOOD ALL THE TIME, SO TAKE TIME TO CONSIDER HOW TO APPLAY OUR LOGO. We don´t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo. 01 Space around the logo Always leave the logo same space to breathe. Try to use white or neutral backgrounds. 02 If you have to... If it´s unavoidable to sit the logo a color or a photo, use the negative logo. 03 Not right Do not rotate the logo 04 Color clash Do not place the logo on the wrong colors. 05 Do not use the negative logo on backgrounds that are too light or cluttered. 06 No Thanks Do not add embellishments like drop shadows, embossing etc. to the logo

7 BRAND GUIDELINES

SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CANÂ´T FIND IT HERE, WE DONÂ´T WANT YOU TO USE IT. Our Company logo exists in both a stacked and a landscape version. While the landscaped option is the preferred logo, use of either the landcaped or the stacked logos should be determined according to their suitability for the layout

Landscape,Version

Stacked,Version

There is one full-color option of our logo for each of the stacked and the landscaped logos. There are also options available for two colors and single colors for reproduction on both black and whites backgrounds. The logo is supplied as Pantone and CMYK versions for print, and HEX versions for web. Never change any of the colors in the logo.

BRAND GUIDELINES

09 COLOR 9

BRAND GUIDELINES

Primary/Secondary Palette Application Tints

OUR COLORS DEFINE OUR BRAND, WE´RE VOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT. The corporate color palette includes a light blue theme with supporting tones. Color matching standard Pantone references are included to ensure accuracy when reproducing the palette.

Color Palette// Primary These are our corporate primary colors four our logo, text and headers

Blue Screen HEX # Print CMYK

COOL GREY Screen HEX #333333 Print C44 M34 Y22 K78

Also included is the reference for CMYK, RGB and HEX Values for consistency across diﬀerent media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RBG and HEX references included the logo is to used digitally.

Color Palette// Secondary These are secondary colors for backgrounds and supporting graphics.

BLACK Screen HEX #000000 Print C0 M0 Y0 K100

WHITE Screen HEX #FFFFFF Print C0 M0 Y0 K0

GREEN Screen HEX #00998D Print C0 M0 Y0 K0

RED Screen HEX #D53641 Print C0 M0 Y0 K0

ORANGE Screen HEX #EF7E2C Print C0 M0 Y0 K0

WARM GREY Screen HEX #AEA79F Print C0 M5 Y10 K29

BRAND GUIDELINES

WE ALWAYS LIKE TO CHANGE IT UP WITH COLOUR, BUT YOU NEED TO FOLLOW SOME RULES. TINTS,we love colour options. Tints of the above palette colors can be used as background colors and in charts and diagrams when a clear visual hierarchy of information is needed Tint percentages Use only the percentages shown on this page. Never use a tint less than 15 %.

BRAND GUIDELINES

15%

20%

25%

30%

35%

40%

45%

50%

60%

70%

80%

90%

100%

12 TYPE

Online

Style

BRAND GUIDELINES

TYPOGRAPHY IS THE BACKBONE OF DESIGN. GETTING IR RIGHT IS PARAMOUNT. Typeface. Print.

Typeface. Online.

Headline Fonts

ABCD EF G HIJKL MN O P Q R ST U VW X Y Z abcd e f g hi j k l m no p q r s tu v w x yz /(.,:; ? ! ’ - _ + ) 0 1 2 3 4 5 6 7 8 9 // Extrabold

Body Copy Fonts

ABC D EF GHI J K LM N O P Q R S T U VW XYZ ab cdefg hijk lmno p q r s tu v w x y z /(.,: ; ? ! ’- _ + ) 0 1 2 3456789 // Light

BRAND GUIDELINES

A BCDEF GH I J KL MNO P Q RSTU VW X Y Z a bc defg hijk lmnopqrstuv wxy z / ( .,:; ?!’ -_+) 0123456789 // Bold

AB C D EFGHIJKL MNOPQRS T UVWX YZ abc de f ghi j kl mno pqrstuvwxyz /( ., :; ? !’ -_ +) 0123456789 // Regular

Typeface. Style.

TYPOGRAPHY STYLE, be classy. The preferred color for a Strapline or a Heading is warm grey. But it can also appear in white when displayed on a dark background.

Headings U b unt u B o l d

LOR E M I P S U M Duis aute irure dolor in reprehenderit

I n t rod u c t i on U b unt u M e d i um

Subheadings U b unt u B o l d

Body He l ve t i c a R e g ul a r

in volupatet velit esse cillum dolore eu fugiat nulla pariatur

E xce p t e u r s i n t o cca e ca t c u p i d a t a t n o n p r o d i e n t

Duis aute irure dolor in reprehenderit in voluntate velit esse cillum dolore ey fugiat nulla pariatur. Excepeur sint occaecat cupidatat non prodient , sunt in culpa qui oﬃcia deserunt millit anim id est laborum.

Body s t yl e O p e n S a ns R e g ul a r

Qu ote O p e n S a ns I t a l i c

Duis aute irure dolor in reprehenderit in volupate Excepture sint occaecat cupidatat non prodient. Nemo enim ipsam voluptatem quia voluptas sit.

“Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolre eu fugiat nulla pariatur.”

BRAND GUIDELINES

15 STYLE 15

BRAND GUIDELINES

Pattern Tints

Placemant

EVERYONE NEEDS SOMEONE TO LEAN ON, THESE PATTERNS WILL ALWAYS BE THERE FOR YOU. We have introduced several diﬀerent square patterns to give Texture to our your work. We took inspiration from the companies Core values and how we want to be represented. When you see diﬀerent pattern and squares , the content is more developer-oriented then user-oriented.

You can use all patterns together, if they are appropriate for the work in question. You can go and create your own pattern from the original illustration, to make it optimize the visual layout the most . .

BRAND GUIDELINES

WHEN WE NEED TO LOOK FRESH IN PUBLIC, TO MAKE THAT HAPPEN FOLLOW THESE ROLES.

The color on the shirts is always black or white. You have some diямАerent options depending on which side you are going to place the logo. . .

17 BRAND GUIDELINES

SOME SPECIAL INFORMATION JUST FOR YOU, THERE’S ALWAYS SOMETHING THAT WE FORGOT. WRITTEN COMMUNICATIONS,we love to talk. E nve l ope 22 0x 11 0 mm

25.5 mm

90 mm

INFUSE COMMUNICATION Låsbomsgatan 20, 589 41 Linköping 013-473 40 00 info@infuse.se

INFUSE COMMUNICATION Låsbomsgatan 20, 589 41 Linköping 013-473 40 00 info@infuse.se 25.5 mm

25.5 mm

Bu s in e s s Car d 8 9, 9 x 5 0, 8 mm

25.5 mm

Docu m e n t A4 F or m at

BRAND GUIDELINES

19 CHECKLIST 19

BRAND GUIDELINES

BEST TO HAVE A CHECKLIST, THEN YOU KNOW THAT YOU HAVE DONE EVERYTHING RIGHT. 01 The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02 Backgrounds The logo should not appear on light or cluttered images without being reversed out.

03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.

05 Design Be sure to provide these guidelines to third parties or collaborating partners. A ďŹ nal thought. If in doubt, take a look back through this document, all the answers are there We do not ask for much, just a little love and respect for our branding which is why we think we have created a ďŹ&#x201A;exible system that will not stop your creativity.

GIVE IT YOUR BEST SHOT!

04 Typography Check that our corporate typefaces have been used appropriately where applicable.

BRAND GUIDELINES

INFUSE COMMUNICATION Lรฅsbomsgatan 20, 589 41 Linkรถping 013-473 40 00 info@infuse.se