F15 styleguide by amywest

Founders Identity Core Elements

Logo Co-Branding Typeface Typography Themes

In 2010 F.ounders took place for the first time. It was based on a simple premise; the founders of the worldâ&#x20AC;&#x2122;s leading companies needed a single place to meet, would be that place. F.ounders is more than an event, it is an experience. It is a network like no other, 250 of the most accomplished and respected leaders in their fields come together to share their stories and insights in a truly global gathering. f.ounders identity is simple but strong. It is understated but has class. It is not just a logo, but a system developed to create a distinctive look and feel that makes f.ounders memorable. It is basic in itâ&#x20AC;&#x2122;s elements, with just black, white and a dot, but itâ&#x20AC;&#x2122;s implementation and careful consideration across all media creates a consistent and noble identity.

logo 1

variants positioning protecting

logo forms

There are two forms the f.ounders logomark can take â&#x20AC;&#x201C; the full word or just the f. f.ounders should always be used in instances where f.ounders is being represented independently, and the f. may not be recognizable. f. can be used where it can relate to other components so it has a reference point at some stage.

logo positioning

f.ounders should always be used in the center of any feature with enough space left as seen on the following pages. It should primarily only be used as an introduction/title case, and the f. can be used mainly throughout the identity. f. can be used as continuity. It will feature a lot with co-branding.

logo protecting

x height x height

x height

co-branding 2

positioning special case

co-branding positioning

There should always be a safe area around both versions of the f.ounders logo when surrounded by sponsor and parter logos etc. For this reason we use a thin rule to divide between the f.ounders logo and any other. The space either side of the rule should ideally be the with of the f. whatever size it is in any given scenario.

typeface 4

introduction weights special characters

typeface introduction

This typeface has seven specially-calculated weights plus their matching italics, from thin to extra-bold. This allows it to be useful in big headlines and also small texts. It has more than 800 characters per weight and support for more than 70 languages.

Libertad

10 pt 16 pt

Libertad

26 pt

Libertad

42 pt

Libertad

68 pt

Libertad

110 pt

typeface weights

Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad Libertad

typeface special characters

ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖØÙ ÚÛÜÝÞßssàáâãäåæçèéêëìíîïðñòôõ öøùúûüýþÿāăąćĉċčďēĕėęěĝğġģĥ ħĩīĭįĵķľńņňŉŋōŏőœŕŖŗŘřŚśŜŝŞşŠšŢţ ŤťŦŧŨũŪūŬŭŮůŰűŲųŴŵŶŷŸŹźŻż ŽžſƒǺǻǼǽǾǿȘșȚțẀẁẂẃẄẅẞỳ ←↑→↓↖↗↘↙ ��flffifflfffi

abcdefghijklmnopqrstuvwxyz

typography 5

arrangement of type type specimen hierarchy

typography arrangement

Type should always be ranged left. In any case where the text might need to be divided we use a rule, and rage the type from either side of the rule â&#x20AC;&#x201C;see example.

dolor sit amet

Lorem ipsum dolor sit amet

typography specimen

Line spacing should always be carefully considered for any document or article so as to maintain a consistent clean, clear legible text block.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elementum, odio sed imperdiet placerat, risus lacus lacinia risus, at ultricies nisl lacus et dui. Mauris dictum accumsan eros nec fermentum. At ultricies nisl lacus et dui. Mauris dictum accumsan eros nec fermentum. Mauris dictum accumsan eros nec fermentum. At ultricies nisl lacus et dui. Mauris dictum accumsan eros nec fermentum. 10 / 13 pt

16 / 20 pt

typohraphy specimen

6 / 7.5 pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit. 68 / 72 pt

typohraphy hierarchy

When it comes to contrast and Hierarchy, we keep it to a minimum, and only use one method at a time. Try not to over do it, and in most cases all thatâ&#x20AC;&#x2122;s needed is a change in weight or color.

LIGHT CAN GO WITH BOLD WE CAN USE COLOURS WE CAN USE COLOURS

CONTRAST with a subtitle body copy

context 5

tools event collateral documents alternative location

context tools

Not much is needed by means of style or decoration as enough is already conveyed through the strict use of pure black and white, with clean clear typography and simple logo. However, there will be times when elements are needed for helping with clarity which is where we use the rule. There is also room for clever usage of the dot in the logo to be used throughout the identity system.

context event collateral

menu. food option 01

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer vulputate vestibulum laoreet. Maecenas sagittis, dolor a pulvinar aliquam, est massa porttitor ligula, sed feugiat risus risus nec libero. Sed turpis erat, lobortis eu felis sed, vestibulum pretium arcu.

food option 02

Maecenas sagittis, dolor a pulvinar aliquam, est massa porttitor ligula, sed feugiat risus risus nec libero. Sed turpis erat, lobortis eu felis sed, vestibulum pretium arcu.

context event collateral

nametags

Joe Bloggs.

beer mats

f.ounders at night

context documents

Any documents should maintain a fluid but consistent feel. Though each document will be different, here are some examples of how various page types should be treated.

lorem ipsum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam at vulputate eros, nec tempor turpis. In hac habitasse platea dictumst. Proin eget tempor metus nisl, eget aliqusodalgravida diam. Suspendisse convalli

lorem ipsum. Lorem ipsum dolor

sit amet, consectetur

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque felis ex, maximus ut lorem id, commodo lacinia est. Vivamus pulvinar purus quis cursus dictum. Maecenas condimentum, libero sed varius mattis, nulla nunc sollicitudin massa, et vehicula lorem tortor non neque. Donec non sollicitudin orci, in tempor turpis. Quisque eu felis at velit faucibus blandit non eget elit. Fusce a enim

adipiscing elit. Nullam

pulvinar, aliquam odio id, rutrum metus. Aliquamvel dui vitae magna vulputate rutrum in et tortor. Vestibulum ac pretium ipsum. Donec vehicula velit a elementum sagittis.

at vulputate

eros, nec tempor turpis.

In hac

habitasse platea

dictumst.

Fusce tincidunt eu quam ac ullamcorper. Maecenas tincidunt, urna at condimentum elementum, est justo convallis tortor, in euismod nisl nisi id nulla. Praesent condimentum sapien elit, ac consectetur elit pellentesque eu. Fusce tincidunt eu quam ac ullamcorper. Maecenas tincidunt, urna at condimentum elementum, est justo convallis tortor, in euismod nisl nisi id nulla. Praesent condimentum sapien elit, ac consectetur elit pellentesque eu. est justo convallis tortor, in euismod nisl nisi id nulla. pellentesque eu.

lorem ipsum. lorem ipsum.

context alternative venues

As f.ounders will be held in various locations around the globe this year, the logo will often need to incorporate the location of that particular event. In this case we choose a subtle treatment suitable for each location. This treatment will be used sparingly throughout the collateral at that event.

f.ounders

LAS VEGAS

f. f.ounders

HONG KONG

context alternative venues

Similarly there will need to be documents of various sorts sent out in relation to location specific events so they will need to be subtly distinguishable.

lorem ipsum. Lorem ipsum dolor

sit amet, consectetur

adipiscing elit. Nullam

pulvinar, aliquam odio id, rutrum metus. Aliquamvel dui vitae magna vulputate rutrum in et tortor. Vestibulum ac pretium ipsum. Donec vehicula velit a elementum sagittis.

at vulputate

eros, nec tempor turpis.

In hac

habitasse platea

est justo convallis tortor, in euismod nisl nisi id nulla. Praesent condimentum sapien elit, ac consectetur elit pellentesque eu.

dictumst.

est justo convallis tortor, in euismod nisl nisi id nulla. Praesent condimentum sapien elit, ac consectetur elit pellentesque eu.

lorem ipsum. lorem ipsum.