Illum Brand Guide by carlorg

Private and confidential. Internal use only; do not distribute.

Illum Brand Identity

Contents

The Goals of Illum Understadning our Ethos Illumâ&#x20AC;&#x2122;s Backround Encompassing Smart Strategy Target Consumer Key Brand Visual Assets Logo Logo Specifications Color Primary Font Pattern Photography Illustration Content and Editorial Strategy Print Advertisment Uniform Vehical

Goals

We want Illum to be known and recognized for building, selling, and installing a smart and ambient light nationwideâ&#x20AC;&#x201D; for our people, our clients and our communities. We will achieve this by enabling our people to provide high quality professional services, and enable our clients to get the most use of our smart lighting system. This is how we will help build trust and confidence in the capital markets and foster evangelical consumers. We raise the bar of what clients and business owners expect from their lighting. Our ambition is simple: to be the most distinctive professional smart light installer and manufacturer in the world.

Illum Brand Identity

Ethos

Ambient Curated Intuitive

We have a soft approach to bring light in our marketing tactics and client managementâ&#x20AC;&#x201D;calming. Our source material is obtained with high research, scrutiny, and a connection to historic aesthetics. Our products are designed and developed for the user to understand how they work without a manual.

Sophisticated

We follow the developmental timeline of cultural styles with the purpose of developing those styles into our work.

Backround

Born from a technological development by casper. This technology was developed to change its tone and color based off its environment and time of day. Specifically to help the users wake up and go to sleep on lighting. Applying the technology to table, floor lamps, sconces, and industrial lighting installments. The branding will be distinct enough for possible mergers and acquisition work if investors had a desire. Illum is a Casper Mattress venture, separate smart light division. Illum will live as a sister limited liability company. Subsidiaries include manufacturing, marketing, sales, and installations. Illum will contract third party installers for the installations. These will be strict contracts. Strict to uphold the brand standards and reputations. There is too much risk and cost to employ that many people nationally. Uniform, vehicle decals, equipment, and overall user experience such as phrases will be included in contracts to carry the brand.

Illum Brand Identity

Strategy

Illum is brand that relies on its visual identity, reputation, and contracted

reputable influencers to carry its messaging. Visually, Ilum is modern and luxurious enough for middle to upper middle class Americans that compliment their daily lives and styles. The branded messaging can not be harsh or abrasive. Enable the consumers to be curious of Illumâ&#x20AC;&#x2122;s marketing. To uphold evangelical consumerism, it will be necessary to ensure satisfactory service and high reviews.

Consumer Persona

Illum Brand Identity

Brand Visual Assets

Logo Proportion Indicators Color Typography Pattern Photography Illustration

Illum Brand Identity

Logo

Our logo is the primary way in which our various different audiences recognize our brand. Our mark always stays in black and white. The lines symbolize the multi faceted company, each line representing the teams that build our brand. the gradients represent the softness of our lights, they adapt and have multiple functions conducting themselves in the background. The darker circle sits asymmetrically to symbolize we carve out a unique and distinctive position, especially in relation to our competitors. The secondary mark is used whenever the pattern is in use.

Illum Brand Identity

Helvetica Neue 70 Point Kerning

Illum Brand Identity

HEX #ffffff RGB (255,255,255) CMYK (0,0,0,0) HEX #d5d5d5 RGB (213,213,213) CMYK (0,0,0,16)

HEX #7f7f7f RGB (127,127,127) CMYK (0,0,0,50)

HEX #1d1d1d RGB (29,29,29) CMYK (0,0,0,89)

HEX #000000 RGB (0,0,0) CMYK (0,0,0,100)

Illum Brand Identity

Color

Our black and white palette is one of the brand elements that helps us to have impact in the market. It offers a high degree of contrast, but more importantly it captures detail. As our clients are detail oriented. In a single communication or across the breadth of a campaign, use our primary colors in the approximate ratios shown on this page.

Helvetica Neue Bold Presentations Helvetica Neue Regular Promotional Material Helvetica Neue Light Body Text Helvetica Neue Thin Headings and Captions Helvetica Neue Thin Italic Referenced Titles of Work Helvetica Neue UltraLight Promotional Matterial Illum Brand Identity

Primary Font

Typography is a vital part of how we as a brand present ourselves to the world. It is our words, ideas and beliefs— what we say— given life and personality. Too that end typography should always take you on a journey and help us tell the stories we want to tell as clearly as deliberately as possible. Because part of the power of our brand comes from being able to make the complex clear. Helvetica Neue is the primary font of Illum. Altered character spacing is fixed at a tracking of 70. Bold is used to only in investor decs and presentation meetings. Regular is used inplace of bold to stand out in any promotional material. Light is used in all body material. Thin is used in headings and captions. Italics are only used for a title of work. UltraLight is used only in advertisments.

Illum Brand Identity

Pattern

The Pattern is a graphic device that gives our brand identity additional flexibility across all our communications and promotions. It can be used to add boldness, pace and drama on covers, spreads and layouts. It’s another way in which we can add depth and richness to our storytelling. The pattern’s purpose is to carry our brand storytelling and differentiate ourselves from our competitors. Rules of the pattern are— these assets are not proportional to each other— they do not touch each other— the logo is not prominent in conjunction to these assets— the word mark is used as supplementation.

Illum Brand Identity

Photography

The product being captured will always be the main subject of the shot. but our consumers are buying more than a light, they are also buying the illum experience. Photography can help convey that. We use our imagery to inspire, to dramatize our creative ideas, bring our purpose to life and add an emotional depth and resonance to our storytelling. It is vital that you choose the best images availableâ&#x20AC;&#x201D; of the highest qualityâ&#x20AC;&#x201D; so that our communications have a positive and long-lasting impact. We are easily recognized by our visual designs; the same standard is held for our photography. Consistency is key.

Illustrations

Our parent company casper is well known for its use of illustrations in their marketing material. Here at Illum we wanted to hold the same high value sentiment. While it wonâ&#x20AC;&#x2122;t lead our imagery style, itâ&#x20AC;&#x2122;s a vital tool for us, to avoid clichĂŠs and contrived moments in our storytelling. Keeping that in mind, working with black and white, it is crucial to have illustrations that show detail, give an aura of sophistication, and be playful simultaneously. Our clients consume and appreciate minimal elements. Minimal elements with high detail were brought to the west by the east. The work of Fumio Watanabe and similar Japanese artists will be emulated in our promotional print material.

Illum Brand Identity

Content and Editorial Strategy

Print Advertisment Uniform Vehical User App Interface

Illum Brand Identity

Print and Stationary

Print and stationary are intended to give the impression of night and day. Clients receive a folder when a product arrives via mail or installation team. The folder holds the invoice, letter, brochure, catalog, business card of the sales representative and the installation team. The envelop is a gray envelop with black lettering.There are two separate business cards for the installation team. The corporate team will have an embossed logo on the black card-stock. The installers have a blank space to write any information. The brochure shares the ethos and background of the company to build loyalty, the back is a textured grain paper of ambient grey designs.The letter does not have the logo. The pattern recognition carries the identity.The invoice holds the pattern and the word mark.

Illum Brand Identity