brand book.
intro logos colour type tone images digital print contact
6 8 42 56 76 84 88 94 104
6
intro
What’s pippin’? Let us introduce ourselves. We are Pipt. We’re a bit edgy & we’re okay with that. In fact, we embrace it. We like to shake things up a little & not stick to what’s expected of us. Use this brand book as your guide to find out what we’re all about (if you don’t laugh at least once, you don’t belong here).
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logos
Our logo is all about encouraging open conversation & informed opinions – sorry Dave, we don’t want to hear how much you hate your mother-in-law. In a world full of fake news, trust is pretty important to us. Using a familiar symbol helps our users feel comfortable with our brand.
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logo rationale
don’t cha pipping l 12
logo rules
ange the logo.
i’ve got 99 problems but flipping the logo shouldn’t be one.
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logo rules
hell no.
you might like a 69, but pipt doesn’t.
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logo rules
nuh uh.
unlike you, pipt is trying to stay in shape.
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logo rules
fat chance.
Keep bleeding, keep, keep bleeding (our) logo, I keep bleeding, I keep, keep bleeding (our) logo, Keep bleeding, keep, keep bleeding (our) logooooo. You cut the crop marks and I... 20
logo rules
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logo mark
half it, half it again.
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logo mark exclusion
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stacked logo
half it, half it again.
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stacked logo exclusion
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linear logo
half it, don’t... half it again.
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linear logo exclusion
size does matter guys, nobody wants a small one.
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minimum logo sizes
minimum size for web logo mark width 35px. stacked logo width 60px. linear logo width 100px. minimum size for print logo mark width 5mm. stacked logo width 10mm. linear logo width 16mm.
web.
35px
60px
100px
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minimum logo sizes
print.
5mm
10mm
16mm
the logo should not overshadow content. the logo mark should be used when the brand name has already been established. use the correct logo depending on the shape of the area that it is placed in; if the space is square, use the stacked logo or logo mark & if the space is rectangular, use the linear logo.
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which logo where
range logo left as a general rule. centre alignment can be used for certain materials but must be approved.
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logo placement
life isn’t #000000 #ffffff. 44
colour rationale
always 0& there’s always room for some grey areas.
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colour breakdown
HEX 000000 CMYK 0 0 0 100 RGB 000 HEX ffffff CMYK 0000 RGB 255 255 255 HEX 202020 CMYK 75 65 60 79 RGB 32 32 32 HEX 808080 CMYK 49 39 38 20 RGB 128 128 128
there may be fifty shades of grey, but we only use two.
roboto is our typeface.
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typeface
we’re pretty font of it.
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typeface
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typeface
64
typeface
the quick black & white pipt jumps over the lazy instagram.
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typeface
h1 set in roboto bold with no caps. h2 set in roboto bold & 50% smaller than h1. 68
type hierarchy
captions set in roboto light italic Body copy set in Roboto Regular. Watch out for any widows, orphans or rivers. We pippin’ hate them. Pipt ipsum dolor sit amet, consectetur adipiscing elit. Nulla quis libero non nulla posuere tempor posuere id dolor. Vivamus nec semper mauris, eget malesuada augue. Integer malesuada congue mauris, vitae rutrum dui fringilla ac. Pipt vel risus eros. Nulla nulla lorem, sollicitudin vitae risus eget, egestas fringilla neque. Pellentesque turpis orci, rutrum in quam non, ultricies condimentum felis. Mauris venenatis, magna id venenatis malesuada, urn turpis porttitor augue, sit amet rutrum odio velit sed Pipt. Donec sed nisl eu Pipt interdum gravida ut nec ipsum. Sed aliquet venenatis turpis id euismod. Vivamus Pipt risus, interdum sit amet consequat quis, auctor id nunc.
Suspendisse porttitor tristique varius.Donec ullamcorper Pipt eget ex ultricies efficitur. Duis ligula urna, vulputate eget fermentum at, tristique id lorem. Maecenas tincidunt, felis pretium suscipit malesuada, ex neque pharetra quam, viverra tempor purus enim posuere dui. Pellentesque fermentum purus tortor, ut vulputate lectus feugiat at. Pipt ac luctus dui. Vestibulum ultrices libero et leo commodo, eget volutpat elit facilisis. Maecenas dignissim, arcu sit amet tristique tincidunt, tellus Pipt fermentum orci, sit amet iaculis ipsum odio vitae enim. Curabitur at sollicitudin odio, et ultrices lorem. Nulla sagittis dolor vel nibh hendrerit, a dignissim ipsum finibus. Donec ac eleifend lorem. Pellentesque pharetra tristique Pipt, at porta quam hendrerit at.
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type treatment
72
type treatments
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type treatments
the mission & vision; achieved with shit loads of ambition.
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mission & vision
Our mission is to be the catalyst for authenticity. Our vision is to disrupt the market becoming the largest next generation social platform, embedded in popular culture.
you are pipping. you write a pip. you pipt.
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three p’s of pipt
got it?
professio creative. honest. authentic 82
pipt’s personality
onal. .
c.
just because your mum bought you a DSLR for Christmas, it doesn’t mean you are a pro. all imagery must be shot professionally & tailored to the brand. we feature experiences rather than subjects; photograph a person travelling rather than an image of a plane. black & white gradient maps are our thing. 86
images
full colour images are limited to user-upload only.
headers on title slides must be centred and use the 4Ëš skew. the grid on content slides must be used.
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presentation templates
92
icons
96
business cards
98
letterhead
if you ne anything give us a pip. 102
contact
eed g else, (+44) 7747502342 marketing@pipt.com