Brandbook
A Visual Identity and Brand Guide by Aqwire.
January 2022
This Brandbook contains all approved items and elements necessary for the brand. It is created to be used by company departments and the marketing team and to be distributed to third party entities such as printing houses, media partners and our clients.
Aqwire bridges the gap between businesses and their customers by providing a secure and efficient cross-border payment solution.
By partnering with Aqwire, businesses are powered with both the technology to accept payments virtually anywhere in the world as well as the payment networks that would allow them to transact in multiple currencies.
03 About
Vision
Make the global marketplace easier to navigate (through an efficient payment solution).
To become the leading cross-border payments solution in Southeast Asia.
To be the go-to cross-border payment solution for local businesses and their customers.
05 Vision
Mission
Make cross-border transactions more seamless and accessible for businesses and end-users.
Help local businesses globalize through a secure and efficient cross-border payment solution.
Help local businesses expand their reach globally.
06 Mission
Core Values
07
Core Values
We value Integrity.
By upholding our moral principles of doing an honest, ethical and fair business practice at all times through transparency to all teammates and clients.
We value our Customers.
By continuously striving to provide excellent service and building products that will make life easier for both our customers and clients.
We value Growth and Learning.
By providing a safe and learning environment, everybody is encouraged to learn new things and to pursue activities that foster continuous growth and self-development.
We value Getting Things Done.
By collaborating creatively and focusing on the key aspects in achieving our goals by producing quality and timely work.
We value Creativity.
Encouraging our most valuable assets (the team),
to freely innovate and openly share ideas to help better our products and services for our clients and customers.
We value Empathy and Humility.
By putting ourselves in the shoes of our clients, customers, and teammates, we can develop a culture of respect and humility that radiates through our products and all our communications.
08
Core Values
Tone of Voice
Smart, but not complicated. Confident, but not arrogant.
Professional, but not rigid.
09 Tone of Voice
Trustworthy
We speak in a manner that demonstrates confidence and credibility about what we do.
We elicit a course of action.
We deliver within the timeframe given. Underpromise, Overdeliver.
Disruptive
We are cutting-edge, market-leading, and thought leaders.
We are changing how real estate is being done, both for the buyers and the sellers.
We deliver world-class services using innovative technology.
Ambitious
We aspire to showcase our globally competitive brand.
We aim high but are fully aware of the groundwork we need to do.
Wise
We give perceptive insights.
We show smart options.
We express messages calmly and concisely.
10 Tone of Voice
We want something unique. Something not obvious but still represents what the company is. So, we combined some symbols related to the business like: cross-border, send and receive payments and the 1st letter of Aqwire. It’s modern, simple, professional and easy to read.
11 Logo
Logo
Cross-border Send / Receive First letter of Aqwire Aqwire Symbol
12 Logo
Exclusion Zone
The ‘exclusion zone’ refers to the area around the logo which must remain free from copy or other elements to ensure that the logo is not obscured and has the right amount of breathing space.
13 Logo Exclusion
Zone
Logo Exclusion Zone
14
Minimum Size
Establishing a minimum size ensures that the impact and legibility of the logo is not compromised when used across all devices.
15 Logo
MInimum Size
Logo MInimum Size
Logo at 500px width
Logo at 80px width
16
The Aqwire logo must never be smaller than 80px width
Logo Colors
Logo Colors
These are the only colors allowed to be used on the logo.
17
18
White Version Grayscale Version Aqua + White Version
Logo Colors Brand Version
Logo Use
To make sure our logo remains consistent across all platforms, we identified a few examples to avoid when using our logo.
19 Logo Use
Changing the proportion of the logo
Rotating or skewing the logo
Adding gradient to the logo
Adding outline or strokes to the logo
Changing the position of the logo
Changing the opacity of the logo
20
Logo Use
Logo and Tagline
When used together with the logo, our tagline is always placed under the logo and becomes a part of it. There are no other ways or styles to use the logo and tagline combo.
The tagline is placed strategically under the word wire, which also means to send, pay, or transfer money.
21 Logo Use
22 Logo and Tagline
Brand Colors
Brand Colors
We toned down our previous color palette to achieve a fun but corporate look.
23
Logo
Brand Colors
Primary
Our primary color Aqua belongs to the blue-green color family. It represents calmness, clarity and communication.
Aegean Blue is a blend of blue-green and gray. It represents casual elegance and versatility.
Secondary
10
24
Aqua
#36D1DC
Carmine Pink
#EB7070
Aegean Blue
#3F5770
Sunglow
#FFC83C
Chambray Blue
#3E5C95
Yellow Orange
#F8A141
Brand Colors
Typography
Poppins is one of the Geometric sans serif typefaces have been a popular design tool for building websites. Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color.
25
Poppins
Poppins Extra Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
Poppins Semibold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
Poppins Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
Poppins Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
Poppins Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
Poppins Extrabold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&*()?
10
26
Logo
Typography
Brand Element
Brand Element
27
Logo
Brand Element
Donec vitae
Fusce sollicitudin diam diam, in hendrerit arcu tincidunt nec.
Nam vulputate eget elit
at volutpat.
10
28
Icons
We will now use a consistent icon style for all our materials
29 Icons
Outline
Two Colors
30 Icons
31
Imagery Imagery
32
Imagery
Illustrations
Illustrations
a standard style for our vector illustrations. together with the icon set, these will be used for landing page, presentation deck, social media posts and email newsletters.
33
Illustrations
34
Brand is the story.
Design is story telling. Susan Sellers
This brand book is carefully crafted by our Marketing Team.