Bauintelligenz Visual Identity System by DWG Design

Visual Identity System

First edition, Wroclaw 2017 Designed and published by DWG Design www.dwgdesign.pl

Visual Identity is the overall image of a company or organization, including all symbols and styles used to create a clear and consistent brand, distinguishing itself from others. The most important element of identity is a consistent visual system, consisting of logos, colors typeface and principles of usage. This identity also concerns the creation of other basic visual elements, photo styling, iconography and layout of company documents and publications.

Index

Bauintelligenz - Visual Identity System

ďťż

Bauintelligenz - Visual Identity System

Glossary �� 6 Our Brand ��10 About 11 Services 11

Communcation ��12 Visual identity

Our Logo ��14 Symbolism of the logo

Safe space

Minimal Size

Color versions Incorrect use of the logo

5 Use case example

Colors in typography

Graphic elements ��34 Construction DNA

Shapes 36 Additional elements

Patterns 38 Photos 39 Black and white

Blending system

Icon system

Colors 42 Icon construction

Investors base icons

General Constructors and Archtects base icons

Companies base icons

Suppliers base icons

Colors ��22 Color palette

Colors of the logo

Ratio of colors

Typography ��26 About typeface

Header typography

Text typography

Additional typography

highlights 30 Quotations 31

Additional information ��48 From design studio

Legal note

Glossary

Bauintelligenz - Visual Identity System

Glossary

This chapter lists and explains the most important terms used in this document.

acronym

An abbreviation formed by shortening a phrase consisting of two or more words. An acronym such as WYD is formed from the initial letters of an expression.

glyph

Asymbolic figure or character within an agreed system of writing.

visual identity

The overall image of a company or organization, including all symbols and styles used to create a clear and consistent brand, distinguishing itself from others. The most important element of identity is a consistent visual system, consisting of logos, colors typeface and principles of usage. This identity also concerns the creation of other basic visual elements, photo styling, iconography and layout of company documents and publications.

Bauintelligenz - Visual Identity System

typeface

Glossary

In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight, style, condensation, width, slant, italicization, ornamentation, and designer or foundry (and formerly size, in metal fonts). For example, “ITC Garamond Bold Condensed Italic” means the bold, condensed-width, italic version of ITC Garamond. It is a different font from “ITC Garamond Condensed Italic” and “ITC Garamond Bold Condensed,” but all are fonts within the same typeface.

ligature

In writing and typography, a ligature occurs where two or more graphemes or letters are joined as a single glyph. An example is the character æ as used in English, in which the letters a and e are joined. The common ampersand (&) developed from a ligature in which the handwritten Latin letters e and t (spelling et, from the Latin for “and”) were combined.

logo / sign

A logo (abbreviation of logotype, from Greek: λόγος logos “word” and τύπος typos “imprint”) is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition. There are purely graphic emblems, symbols, icons and logos, which are composed of the name of the organization (a logotype or wordmark).

logotype

An element of a logo that consists of the name or slogan of a company, organization, etc., and which is written with a unique style of lettering or with using of specific typeface.

Bauintelligenz - Visual Identity System

pictogram / icon

Glossary

A pictogram, also called a pictogramme, and in computer usage an icon, is an ideogram that conveys its meaning through its pictorial resemblance to a physical object. Pictographs are often used in writing and graphic systems in which the characters are to a considerable extent pictorial in appearance. A pictogram may also be used in subjects such as leisure, tourism and geography. Pictography is a form of writing which uses representational, pictorial drawings, similarly to cuneiform and, to some extent, hieroglyphic writing, which also uses drawings as phonetic letters or determinative rhymes. Some pictograms, such as Hazards pictograms, are elements of formal languages.

signet

A graphic element of a logo.

tagline

Advertising slogans are short, memorable groups of words used in advertising campaigns.The advertising phrases are means of drawing attention to one distinctive feature (an aspect of a product). The purpose is to emphasize a phrase that an entity wishes to be remembered by; Particularly, for marketing a specific corporate image; Or, connection to a business product or consumer base. Some slogans are created just for specific limited-time campaigns; others are intended as a corporate slogan, to be used for extended periods. Various slogans start out as the former, and are, over time, converted into the latter as ideas take hold with the public. Some advertising slogans are memorable after general use is discontinued.

Our Brand

Bauintelligenz - Visual Identity System

Our Brand

About There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which donâ&#x20AC;&#x2122;t look even slightly believable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.

rs o t s

e Inv

Ge an Con nera d A tra l rch cto ite r cts

Services There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which donâ&#x20AC;&#x2122;t look even slightly believable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.

ies

Communcation

Bauintelligenz - Visual Identity System

Communcation

Visual identity In order to preserve consistent visual communication of the brandâ&#x20AC;&#x2122;s visual message, all rules collected and described in this book for the visual identification of the adopted logo and elements forming the visual identity system, such as typography, color system and graphic elements, must be strictly adhered to. These rules are used in the internal as well as external communication that the brand carries. Applying a unified rules usage for logo and other graphical elements will keep a consistent image and will make it easier to identify a brand and its elements for its customers and business partners.

The brand owner may allow deviations from the rules contained in the Visual Identity Book only in exceptional and justified cases in writing, on pain of invalidity. In matters not covered by this document, generally accepted and accepted principles of graphic design and product design apply.

Our Logo

Bauintelligenz - Visual Identity System

Our Logo

Symbolism of the logo The logo of Bauintelligenz brand is a composition of the letters ‘B’ and ‘i’ coming from the ‘Bau’ and ‘intelligenz’ parts of the company name. Both of the letters are placed in Equilateral hexagon whose angles are consistent element throughout the brand visual image and express the creation of elements in space.

Letter ‘B’ is a combination of two overlapping shapes in isometric view. Those overlapping elements allows us to show ‘transparency’ as it is also a main point of Bauintelligenz approach to products and communication. In addition to that the logotype is created using Helvetica typeface to maintain ‘Swiss’ style and approach.

Bauintelligenz - Visual Identity System

Safe space Protective field specifies the minimum distance of the logo from other graphic elements (text, photo, etc.), thus guaranteeing proper exposure. The sign cannot be closer to the edge of the plane on which it is positioned than the double field is specified.

Our Logo

Bauintelligenz - Visual Identity System

Minimal Size The optimum logo size depends on the graphic composition, the media used and the purpose for which the material is made. It is recommended to use a trademark of a length equal to the decimal of natural numbers (10, 20, 30, 40 ... mm). Minimum logo length is 30 mm. The optimal length is 50 mm. The minimum length of the logo when used on the web or applications is 160 px for a screen with a density of 72 PPI (pixels per inch). For screens with higher pixel density, the size should be adjusted proportionally.

Our Logo

In print 30 mm

50 mm

minimal size

optimal size

On screen (digital) 160 px

200 px

minimal size

optimal size

Bauintelligenz - Visual Identity System

Our Logo

Color versions In the basic version the logo appears in the following color versions:

A. Logo in basic version for use on bright backgrounds B. Logo in shades of gray for use on bright backgrounds C. Black monochrome logo for use on bright backgrounds D. Logo in basic version for use on dark backgrounds E. Logo in shades of gray for use on dark backgrounds F. Black monochrome logo for use on dark background

Bauintelligenz - Visual Identity System

Our Logo

Incorrect use of the logo The following logo elements should not be altered in relation to the guidelines of this document.

A. The logo should have preserved vertical proportions. B. The logo should have preserved proportions horizontally. C. Logo should not be tilted in any way. D. Logo should be placed so that the logo is parallel to the text. E. Filling the logo with color should always hold 100% of the value. F. Do not use a logo other than the one defined in this document.

Colors

Bauintelligenz - Visual Identity System

Colors

Color palette Color is a primary means of visual identification that we use to create a powerful emotional response. Brand colors were chosen with care to convey that is a vibrant, forward-looking brand. The consistent use of a limited number of colors will build strong external recognition and memorability The basic colors consist of 6 main colors which are used consistently to build strong brand recognition. This gives the brand the opportunity to â&#x20AC;&#x17E;ownâ&#x20AC;? a palette of colors with which the brand will be well-known.

Blue

Violet

PANTONE 540C CMYK: 100/57/12/66 RGB: 0/42/78 HEX #002a4e

PANTONE 7673 C CMYK: 81/74/16/0 RGB: 79/88/148 HEX #4f5894

Bright Blue

Gray

PANTONE 305C CMYK: 54/0/6/0 RGB: 99/203/232 HEX #63cbe8

PANTONE COOL GRAY 9C CMYK: 20/14/12/40 RGB: 134/138/143 HEX #868a8f

These are the colors that contribute to the core of visual identification - including the color of the mark, the logo, the text, the patterns and the content of internal and advertising materials. Deviations from these rules are only available in individually designed materials or in strictly defined situations described in the visual identification book.

Green PANTONE 570 C CMYK: 57/0/36/0 RGB: 104/197/180 HEX #68c5b4

Bauintelligenz - Visual Identity System

Colors

Colors of the logo The basic logo of the brand should, as far as possible, be reproduced by the following colors.

Blue

Bright Blue

Gray

PANTONE 540C CMYK: 100/57/12/66 RGB: 0/42/78 HEX #002a4e

PANTONE 305C CMYK: 54/0/6/0 RGB: 99/203/232 HEX #63cbe8

PANTONE COOL GRAY 9C CMYK: 20/14/12/40 RGB: 134/138/143 HEX #868a8f

Bauintelligenz - Visual Identity System

Colors

Ratio of colors The chart below shows the approximate proportions of the basic colors that are used to create office and branded promotional materials when using a light background.

Deviations from these rules are only available in individually designed materials or in strictly defined situations described in the visual identification book.

Use our primary colors to ensure a consistent and uniform message on the materials you create.

20 %

15%

10%

40 %

Typography

Bauintelligenz - Visual Identity System

About typeface Roboto is a neo-grotesque sans-serif typeface family developed by Google. Google describes the font as “modern, yet approachable” and “emotional”. The entire font family has been licensed under the Apache license and was officially made available for free download on January 12, 2012, on the newly launched Android Design website. Roboto belongs to the neo-grotesque genre of sans-serif typefaces, and includes Thin, Light, Regular, Medium, Bold and Black weights with matching oblique styles. It also includes condensed styles in Light, Regular and Bold, also with matching oblique designs. Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.

Typography

Bauintelligenz - Visual Identity System

Typography

Header typography For the composition of the header text in the Visual Identity of the brand the typeface Robot Light is to be used. This font perfectly reflects the character of the brand, combining in itself

Roboto Light

ABCDEFGHIJKLMNOPRSTQUWXYZ abcdefghijklmnoprstquwxyz 1234567890

ąą confidence ąą technology ąą business

Small capitals

ąą modernity

AĄBCĆDEĘFGHIJKLŁMNŃOÓPQRSTUVWXYZ 1234567890

Fractions

½ ¼ ¾⅛ ⅜ ⅝ ⅞

Ligatures

fi fj fk fl ft

Bauintelligenz - Visual Identity System

Typography

Text typography For plain text in advertising materials, posters or website, and in office work using word processors, the Roboto Regular typeface is to be used.

Roboto Regular

When it comes to internal documents it used mainly to create notes, letters and other text documents.

ABCDEFGHIJKLMNOPRSTQUWXYZ abcdefghijklmnoprstquwxyz 1234567890 Small capitals

AĄBCĆDEĘFGHIJKLŁMNŃOÓPQRSTUVWXYZ 1234567890

Fractions

½¼¾⅛⅜⅝⅞

Ligatures

fi fj fk fl ft

Bauintelligenz - Visual Identity System

Typography

Additional typography HIGHLIGHTS For items that need to be highlighted, the Roboto Bold font should be used for better exposure at the recipient.

Roboto Bold

ABCDEFGHIJKLMNOPRSTQUWXYZ abcdefghijklmnoprstquwxyz 1234567890 Small capitals

AĄBCĆDEĘFGHIJKLŁMNŃOÓPQRSTUVWXYZ 1234567890

Fractions

½¼¾⅛⅜⅝⅞

Ligatures

fi fj fk fl ft

Bauintelligenz - Visual Identity System

Typography

QUOTATIONS For content that is quoted by people or borrowed from other publications, use the Roboto Italic font.

Roboto Italic

ABCDEFGHIJKLMNOPRSTQUWXYZ abcdefghijklmnoprstquwxyz 1234567890 Small capitals

AĄBCĆDEĘFGHIJKLŁMNŃOÓPQRSTUVWXYZ 1234567890

Fractions

½¼¾⅛⅜⅝⅞

Ligatures

fi fj fk fl ft

Bauintelligenz - Visual Identity System

Typography

Use case example The figure on the right systematizes the use of the appropriate typeface in the visual identification system in the material created for the brand. Deviations from these rules are only possible in individually designed materials and with design rules strictly defined in the Visual Identification Book.

Header 1 Roboto Light 33 pt

Summary Roboto Bold 12 pt

Header 2 Roboto Regular 17 pt ALL CAPS

Text Roboto Regular 12 pt

Bauintelligenz is industry leading intelligent construction software.

Top influencers reaching out disruptive tech funnel buzz. Click bait synergies B2C CRM. Hashtag chatvertizing click bait seamless. Sticky content download platform virality click bait integrated tweens. Conversation marketing scalability crowdsource brand awareness The Cloud sticky content pivot. Verticals conversions seamless granular The Cloud.

CONVERSATION MARKETING Drone ideation market share shoptimization meme virality mobile ready.

Text Roboto Numbers Roboto

Mission critical reaching out hashtag vertical-specific. Multiple points of entry flat design leverage. Lean content intuitive platform proprietary hashtag meme. Millennials goals for engagement robust social influencer user-friendly.

CONVERSATION MARKETING

Reaching out shoptimization seamless low hanging fruit conversation marketing top influencers. Snackable content drone blogosphere multiple points of entry curated. Alignment user-friendly customer engagement disruptive tech click-through rate inbound cross-device.

Table

POINTS OF ENTRY

Seamless branding holistic click-through rate social influencer. Dedication big data CPM pass the clap learnings snackable content.

BALANCE

260 000 UNITS PERFECT UNITS

97,98 %

INCOME

$ 5,4 MLN

Disrupt content marketing CPM funnel. Dedication hackathon viral synergies meme Gen Y conversions. Multiple points of entry context. PERFECT UNITS % 60

20 20 10 01

BRAND AWARENESS Verticals hit the like button market share shoptimization chatvertizing. Pivot conversions target influencer brand voice multiple points of entry intuitive. Social influencer robust seamless top influencers intuitive. Top influencers big data iterative leverage conversions platform inbound. Virality blogosphere platform download visibility. Brand awareness visibility conversation marketing drone tweens social buttons taste makers. Leverage conversions meme big data scalability SEO B2B. Omnichannel SEO integrated customer engagement synergies. Drone ideation market share shoptimization meme virality mobile ready.

Bauintelligenz - Visual Identity System

Typography

Colors in typography The coloring of texts in the Visual Identity System is strictly related to the colors described in this book (Colors - Color palette and Typography – Colors in typography).

Blue PANTONE 540C CMYK: 100/57/12/66 RGB: 0/42/78 HEX #002a4e

In long texts it is allowed to use only:

For titles, highlights and short texts, it is permissible to use the basic colors of the brand as shown in the drawing.

Chapter header Abbreviation or summary of the entire text. Encourages you to read the following publication.

ąą On a white background - black (main text color). ąą On a dark background or in a brand color - white.

Document Title

Bright Blue

SECOND LEVEL HEADER

PANTONE 305C CMYK: 54/0/6/0 RGB: 99/203/232 HEX #63cbe8

Document text emporum que asi dolestet, offic te necate volorer aessedUllorumeni volut preheni hictem ad et ad quam hicto quo exceraes expero qui cus voluptas molorepudi alic to et, quas esti int ullit ate porem abo. Pos alit autenimpedit et aligent faccat quibus is volenducitat. Expliquunt ut qui autemEctiantiuntes dolorum rendantur? Nus excesciuscim libusaped magnat velest modisciis et re volupta tquaesequid ut repe prae volenis. Suntotate laboribust ea qui qui res aute occus ratet rempore alicillab.

SECOND LEVEL HEADER

Rich Black PANTONE Black C CMYK: 50/50/50/100 RGB: 0/0/0 HEX #000000

Graphic elements

Bauintelligenz - Visual Identity System

Construction DNA Bauintelligenz is a brand that knows and understands the construction business. From our experience, it is clear that the specifications created for each investment are their own DNA. The idea and concept behind this combined with the motif of artificial intelligence expressed by the lines (neurons) has become the basic graphic element of the brand. In addition, all derivatives, graphic elements of the brand should be consistent with the following design elements: ąą Construction ąą Software ąą Business ąą Transparency ąą Intelligence ąą Innovation ąą DNA (specification as a construction DNA) ąą Swiss

Graphic elements

Bauintelligenz - Visual Identity System

Graphic elements

Shapes The basic shape system for branding is based on the core values of communication such as transparency, accessibility, innovation, software, and business.

Perspective All elements should have edges tilted according to the grid formed by the intersection of lines running at an angle of 30 and -30 degrees in relation to the horizontal line.

Transparency Most of the created elements should have a transparency effect of about 80% of the fill value.

Such shapes should be prepared in accordance with the following guidelines.

Round corners All shapes should have slightly rounded corners. Such a treatment serves showing accessibility of brand products.

Bauintelligenz - Visual Identity System

Graphic elements

Additional elements For the design of materials with more complex graphic elements, a system based on the main principles is used: ąą Creating objects must be consistent with the rules for creating shapes and icons ąą Objects should be presented as simplified ąą Keep a low color saturation ąą Color should emphasize the most important elements ąą Text should be linked to objects in a basic or object-oriented perspective

Ge an Con nera d A tra l rch cto ite r cts

Bauintelligenz - Visual Identity System

Graphic elements

Patterns In order to maintain a strong and consistent message in the brand communication wherever possible, use graphic backgrounds. In cases of non-uniform background and in matters not regulated by specific guidelines, generally accepted and recognized principles of graphic design and product design apply.

For bright backgrounds

For dark backgrounds

Bauintelligenz - Visual Identity System

Photos Brand uses photographs to communicate the brand image to its customers and business partners. Whether photos are made to order, inside the company by its employees or purchased in photo banks, their use in materials is subject to specific style and quality rules. ąą Photos must be prepared in high resolution and quality. ąą Unnecessary background element should be removed or blurred. ąą The people in the photos should be dressed business, clean and professionally.

Graphic elements

Bauintelligenz - Visual Identity System

Graphic elements

BLACK AND WHITE Whenever possible, the images should be converted to black and white along with adjusting the curves so that all relevant objects are visible on the photo and colors are not flat.

Bauintellighenz is industry leading intelligent construction software.

Seamless branding holistic click-through rate social influencer. Dedication big data CPM pass the clap learnings snackable content.

Join construction business making sense

www.bauintelligenz.com

Bauintelligenz - Visual Identity System

Graphic elements

BLENDING SYSTEM In the case of such compositions, the shapes should no longer be translucent (100% fill), the transparency effect itself is due to incomplete fill (and blending) of the image (black and white) which is mixed with the shapes.

Industry Leading Intelligent Construction Software.

Seamless branding holistic click-through rate social influencer. Dedication big data CPM pass the clap learnings snackable content.

Join construction business making sense

So the main guidelines for such compositions are: ąą Fully filled shapes ąą Black and white photos (according to the guidelines) ąą Picture applied only to the shape area

www.bauintelligenz.com

Bauintelligenz - Visual Identity System

Graphic elements

Icon system COLORS

Investors

GC/Architects

Companies

Suppliers

The brand has its own, well-defined icon system. These icons are designed so that, without the need to read the content, they carry a suitably selected set of values and emotions for the brand. In this system, as well as in the whole of visual identity, each of the four main target groups has their respective assigned color.

Note: For correct colors check the values of the appropriate system in the Colors - Color Palette section.

Bauintelligenz - Visual Identity System

Graphic elements

ICON CONSTRUCTION Icons should be constructed as transparent shapes only from lines. These lines should have the appropriate thickness and soft, delicately rounded corners according to the style of the brand.

Important element Every icon should have part that will be highlighted by changing its color according to target group. That element should be in moved to the front of whole icon.

Main shape It should have one consistent color for all icons used in a given material. It should also in the case of a perspective be between Important Element and Shadow.

The icons thus created can be represented in four main positions (on a cube):

ąą On the right ąą From the top

ąą On the left ąą From the center

In addition - without shade front (flat icon)

Perspective All elements should have edges tilted according to the grid formed by the intersection of lines running at an angle of 30 and -30 degrees in relation to the horizontal line.

Shadow Shadow should be moved behind the Main shape at the same distance as Important element has been moved forward.

Note: The rules described above apply only to the icons seen in the left and right-hand perspective.

Bauintelligenz - Visual Identity System

INVESTORS BASE ICONS The current icon set for the group was prepared base on the keywords:

ąą insight ąą cash ąą flow ąą progress

Graphic elements

Bauintelligenz - Visual Identity System

Graphic elements

GENERAL CONSTRUCTORS AND ARCHTECTS BASE ICONS The current icon set for the group was prepared base on the keywords:

ąą choice ąą management ąą workes ąą communication

Bauintelligenz - Visual Identity System

COMPANIES BASE ICONS The current icon set for the group was prepared base on the keywords:

ąą management ąą contract ąą productivity ąą cloud based

Graphic elements

Bauintelligenz - Visual Identity System

Graphic elements

SUPPLIERS BASE ICONS The current icon set for the group was prepared base on the keywords:

ąą bidding ąą deliveries ąą documents ąą workflow

Additional information

From design studio Although this Visual Identity System is a basic point in branding, it is important to be aware that the brand needs to evolve over time. It is not clear when and what elements of the image should be refreshed and changed. It depends on market trends, cultural events and the challenges the brand faces during its communication. We know that the collection of graphical elements, guidelines and rules of their use collected and systematized in this book will enable you to communicate in a consistent and effective manner.

DWG Design Studio www.dwgdesign.pl

Legal note The brand and the visual identity of the brand are subject to legal protection. Exclusive copyright to the logo is owned by Bauintelligenz.

Visual Identity System A set of standards for a visual identification of Bauintelligenz brand. Designed and published by DWG Design www.dwgdesign.pl