Brand Style Guide
M OVA B ra n d S t y l e G u i d e
Table of Contents BR AND
BR AND
BRAND IMAGE BR AND
Who Are We
1
Typography
Our Position
2
Print Typography
12
Product Attributes
3
Web Typography
13
Company Values
4
Color Palette
14
Brand Exploration
10-11
15–16
LOGO Logo Components
5
CONTACT
Logo Colors
6
Brand Manager
Clear Space and Reverse 7 Backgrounds
8
Improper Use
9
17
M OVA B ra n d S t y l e G u i d e
Who Are We? MOVA International is the original creator of the MOVA Globe.™ Our purpose is to design products that ignite people‘s curiosity in a surprising way.
1
M OVA B ra n d S t y l e G u i d e
Our Position We craft our globes with precise specifications and power them with eco-friendly, solar technology. Sold to resellers and through online channels, our products offer an exceptional choice in the high-end gift and home dĂŠcor markets that is unique. We believe that creating a sense of wonder for our customers is a tangible value that reflects our core beliefs of curiosity and innovative thinking.
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M OVA B ra n d S t y l e G u i d e
ve ati ov l o g y n In no ch Te
vir on Fri men en t dly ally
g
Co
tin
nn
na
ec
ci
tio
s Fa
n
nt
Uniq
ue
Elega
Product Attributes
En
Status Symbol
• • • • 3
I N N OVAT I V E T E C H N O LO G Y Our globes are totally unique, rotate on their own using the earth’s magnetic field and use solar power. E N V I R O N M E N TA L LY FR I E N DLY Our products are solar-powered, eco-friendly, and long-lasting. They require no batteries or electricity. E L E G A N T Our products have an aesthetic beauty, made of the finest materials with bespoke options. C O N N E C TI O N People are connected by their mutual curiosity derived from the globe’s mysterious rotation.
• • • •
S TATUS S Y M BO L Our globes project an attitude of sophistication and worldliness. FA S C I N ATI N G Our globes spark curiosity through their magical rotation and beautiful graphics. Their rotation produces a calming effect on the senses and stimulates the imagination. UN I Q UE MOVA designs and manufactures globes that cannot be found anywhere else. S I M PL I C I T Y/ M I N I MALI S T Our unique designs are elegant in their simplicity.
M OVA B ra n d S t y l e G u i d e
Company Values Our company’s values are deeply ingrained in the brand’s visual style and inform our design decisions. The elements that make up our visual identity including the typography, colors, graphics, and imagery communicate and reflect the MOVA brand experience.
INTEGRITY
CURIOSITY
Being honest, open, truthful
Never stop learning or asking questions
INSPIRE
FUN
Supportive, open-minded, think outside the box
Enjoy the journey
BALANCE In work and life
4
M OVA B ra n d S t y l e G u i d e
ICO N C O N C E PT
Logo Components The MOVA logo is a key element of our brand—the combination of a compelling graphic symbol, our name, and sophisticated logotype support our core values of integrity, innovation, and curiosity.
+
ICO N
LOG OT Y PE
LOG O M A R K
1x 2x
5
=
M OVA B ra n d S t y l e G u i d e
Logo Colors The MOVA logo comes with seven different colors to serve different brand communications—such as MOVA products, booths, ads, stationery, etc. The gray color version of the logo shall be used as the primary logo unless restrictions disallow for its use, in which case the other color variations are to be used.
P R I M A RY US E
42 5 C
SE C O N DA RY US E
6
9 2 44 C
9546 C
748 5 C
7 6 90 C
5565 C
715 C
M OVA B ra n d S t y l e G u i d e
Clear Space and Reverse Clear space around the perimeter of the logo should be free of text and graphics, and is intended to ensure the visibility and integrity of the mark. The clear space has been set according to specific dimensions of the different logo components.
CL E A R S PAC E
1x 1x
1x 1x
1x
M IN I M UM S I Z E
W i d th = 1 . 2 5 i n
R E V E R S E BAC KG R O UN D
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M OVA B ra n d S t y l e G u i d e
Backgrounds The corporate logo on a white background is the ideal representation for the MOVA brand identity. Utilize this version whenever possible. Due to the color choice of the symbol in the corporate logo, we must be very selective of the background we choose. That is why there is a limited number of suggested and approved backgrounds. When considering a background, be certain there is sufficient contrast with the logo for maximum identity visibility.
CO R PO R AT E LO G O
R E V E R S E LO G O
P R O DUC T BAC KG R O UN D
P HOTO BAC KG R O UN D
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G R A D I E N T BAC KG R O U N D
M OVA B ra n d S t y l e G u i d e
Improper Use Using the logo according to the style guide rules will enhance the brand image and maintain the integrity of the identity. The improper variations shown at right should be avoided. Do not remove any of the logos elements
Do not rotate the logo
Do not rearrange the logo’s elements
Do not distort the logo
M O VA
9
Do not substitute fonts
Do not alter the colors
Do not alter the letter spacing
Do not confine logo in a shape
M OVA B ra n d S t y l e G u i d e
Typography The chosen family of typefaces are used to express the MOVA brand in print, on the web, in the universal document forms, and all other marketing collateral.
PRINT FONTS Prim a r y
C h a ra c ter s
AZO SANS
ABCD EFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 !@#$ %^ & * ()
(S a n S er i f )
Fo n t S ty l es
Thin Thin Italic Light Light Italic Regular Italic
S e co n d ar y
SABON (S e r i f )
Medium Medium Italic Bold Bold Italic Black Black Italic
C h a ra c ter s
ABCD EFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 ! @#$%^& *( ) Fo n t S ty l es
Roman Italic
10
Uber Regular
Bold Bold Italic
M OVA B ra n d S t y l e G u i d e
Typography
WEB FONTS
(continued)
C h arac ter s
BIRYANI (S a n S er i f )
ABCD EFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 !@#$%^&*() Fo n t S ty l es
Extra-Light Light Regular Semi-Bold Bold
Extra-Bold Black
UNIVERSAL FONTS C h a ra c ter s
TREBUCHET (S an S er i f )
ABCD EFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 !@#$%^& *() Fo n t S ty l es
Regular Italic
11
Semi-Bold Bold
M OVA B ra n d S t y l e G u i d e
Print Typography Sizes
AZO SANS
HE A DI N G S
B ODY
OTH E R S
Heading 1
B old / 2 4 / 2 8 Tracking 2 5
Heading 2
B old / 14 / 18 Tracking 2 5
Heading 3
B old / 10 / 14 Tracking 2 5
HEADING 4
B old / 8 / 12 Tracking 10 0
Hentur, vit incipiciunti ut eratur accus dem earum dest, int velecto taturita num id eicienis perspel mil il eicienis sum evelitae sum volent ut.
Re gula r / 8 / 12 Tracking 2 0
Qu o tes
Hentur, vit incipiciunti ut Hentur, vit incipiciunti ut
Regula r / 2 4 / 32 Tra cking 0
Regula r / 18 / 2 4 Tra cking 0
C ap ti o n Hentur, vit incipic iunti ut ipici stapoin
12
Re gula r / 8 / 12 Tracking 5 0
M OVA— B ra n d S t y l e G u i d e
Website Typography Sizes
BIRYANI
HEA DI N G S (Al l C ap s)
* Exce p t for but to ns, hyp e rlin ks , an d rever se co l or, al l tex t in clu din g h e adings and body co py s h o u ld b e in GR AY #54 58 5A.
Ho m e + Resel l er s
H1
Hero B o l d / 42 / 1 . 5 x
H2
Ti tl e Bold / 30 / 1.5x
Q U OTE
Itasperf odipic —NAME
H1 Oth er Pag es
H2 H3
H ero Bold / 60 / 1. 5 x
Int ro T it le Bold / 4 2 / 1. 5 x
T it le Bold / 30 / 1. 5 x
T E XTS Bo ld / 16 / 24 Tra ck in g 20 B o ld / 1 4 / 24 Tra ck in g 20 L ig h t G rey 6 0 %
Heros / Panels on photo backgrounds
Body on white, light Backgrounds
Hentur, vit inci a
Hentur, vit incipici
O n p i c tu re: S em i b o l d / 1 8 / 1 . 5 x O n p a n el s: Reg u l a r / 1 8 / 1 . 5 x
I n tro : Reg u l a r / 1 8 / 1 . 5 x B o d y : Reg u l ar / 1 6 / 1 . 5 x
Bod y L ink # 1C 7BA 4
BU T TONS | Semi Bol d / 1 6 / 24 , Tra ck in g 25 Ecom merce
CLICK # F 08 C38 Regular: Orange Fill
13
O t h e r B u tto n s
CLICK
CLICK
# 1 F7 BA3 # 1F 7 BA 3 5px Ra diu s H ove r: Blu e Fill
Re g u la r: B l u e O u t lin e
Text B u tto n
CLICK
READ
READ
# 8 DA 7 9 A
Reg u l a r : wi th A r row # 1 C 7 BA 4
Regula r: wit h A rrow # 8DA 79A
Hover : G reen Ou tl i n e
M OVA B ra n d S t y l e G u i d e
Color Palette The MOVA color palette supports the brand story. Muted hues are inviting, sophisticated, and are reminiscent of the earth and sky. The colors compliment one another and are designed to be used singularly or together as a color story.
14
9 2 44 C
RGB 244 235 221 CMYK 4 6 12 0 #F2E9DC
748 5 C
RGB 209 221 190 CMYK 18 5 29 0 #D2DDBD
5565 C
RGB 144 170 157 CMYK 47 23 40 0 #90AA9D
42 5 C
RGB 84 88 90 CMYK 65 56 53 29 #54585A
7 5 46 C
RGB 24 52 65 CMYK 90 68 53 50 #183441
7690 C
RGB 31 123 163 CMYK 85 43 21 1 #1F7BA3
715 C
RGB 240 140 56 CMYK 3 54 90 0 #F08C38
M OVA B ra n d S t y l e G u i d e
Brand Exploration The powerful and sophisticated logo coupled with use of MOVA fonts and colors enhance the MOVA brand story on products, objects, environmental graphics, and other marketing collateral.
15
M OVA B ra n d S t y l e G u i d e
Brand Exploration continued The powerful and sophisticated logo coupled with use of MOVA fonts and colors enhance the MOVA brand story on products, objects, environmental graphics, and other marketing collateral.
16
M OVA B ra n d S t y l e G u i d e
Brand Manager
For any questions regarding usage of any components in this Brand Style Guide, please contact:
Elizabeth Engelman D I R E C TO R O F M A R K E TI N G A N D N E W BUS I N E S S V E N TUR E S
elizabeth.engelman@movaglobes.com 858-259-1370 x303
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MOVA International 5703 Oberlin Drive, Suite 107 San Diego, CA 92121 1-858-259-1370 1-888-552-MOVA (6682)
MOVAÂŽ is a registered trademark in USA and a registered CTM in Europe of TurtleTech Design, Inc. All rights reserved.
Š2017 Comet Creative