ESD Brand Identity by MARK ZUNIGA

Brand Guidelines

2019

TABLE OF CONTENTS Mission and Vision Values Unique Positioning Personality Brand Voice Our Brand Identtity Logotype and Slogan Typography Color Palette Graphics Elements Brand Look and Feel Brand Collaboration Internal Departments Photography Direction

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VALUES

SHARING

Knowledge is power sharing it with everyone is a must.

INTEGRITY

Being honest and having strong moral principals is vital.

PRACTICALITY

QUALITY & VALUE

INNOVATIVE

Theories and ideas tend to always sound great, but puting in the work to bring it to life and ensure its value is always our goal.

Were going to ensure we create and innovate with good quality that provides a ton of value.

Technology is a constant changing and evolving subject, if you dont adapt and continue to innovate, you already lost.

IO SIT

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lop a deve o t s s. rvice low u e a s l l i d w n rket cts a g ma rodu n p i l g a r me tion func and e d w n e a n e d vativ bran inno r ng a i e v f f a H will o h we c i h in w

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PERSONALITY

Human and Engaging While brands lean more and more to automated means of B2C interactions, we will take the complete opposite approach. Instead we will remain as human as possible in order to create real and engaging interactions with our customers. Clear and Straightforward Tired of reading a product label only to realize you don’t know what the fuck you're reading? We are too. We’re looking to change this by being as clear and straightforward with our customers as possible. Expert and Results Driven Were proud of the collective experiences, abilities, resources and results we are able to achieve by working with well with others. Dynamic and Forward-Thinking Not only do we love what we do, were also always experiencing with new and upcoming technologies.

THIS ALLOWS US TO MAINTAIN A FLEXIBLE AND ADAPTABLE TECHNOLOGIES. WE ALWAYS WANT TO BE AHEAD WHEN IT COMES TO EMERGING TECH.

D AN

IC VO

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rt” trove n I “ n as e see b n a c vert. hich intro w n nd a ” k r ar ive a to s r D “ s e e v d r o exp extr t” an her. to be “Ligh er an t e h n t h i a t oget e t w e t l l b o e a l n es w tion n wil on is etim atten essio pers m r t o y c p r S x e e l . fe def at ev both ms o n of e and ve th v o i e i o for i t s l a s w e t in e re pa We b omb Thes e mo ert”; ll a c v b a o r r e e t r h Ex we a e rat and “ lieve es w e m b i t I e ad som Inste , yet e v i t y ac reall

The ESD Tone of Voice will contain two types of expression: The Passive, or “Light Mode” and The Active, or “Dark Mode”

al. ener g n i hing se. anyt r o rcha s u t p c u a rod alize ng p to fin r tioni e n d e in or en m r wh uired e q n e r n a ation ed m form etail n d i a d e te in etail o unica nd d a m e als c i m f Thes eci l co . l p i e s c w n h ype e it ode” any t xperi er w e M h m t t g i o h n i t w r “Lig smok e cus used erall n be m th ive, o r v a s o c o s f r e a n i thes bette he P is to , and for a e–T h this, v s t l i g d a s i n n s r i le Pa mate t beh m in ssic” ncep 84m a o l s i c C “ h e d Th whic c” an nnel.” Size 4 ⁄ rgani 1 O “ e Cha 1 b , m u h o t t r f leng r You fted m in ut ou r, cra m le: o e p 9 k p 0 c a m xa of p h is 1 o che For e whic types free t e l o z e i w e S t f sell King etail, “We e the ore d k i l m , r s o size erb; F offer ing h k o m al s of leg raits nal t r e t n ain i cont o s l a . ill below mw r n o f w s i s sho e, th rmor one a t e h h t c r a Fu ide e ill gu w t tha able Amic : / e e d v Mo mati Light Infor / e t iona Pass

, but ailed t e d ssing ss xpre ch le e u y m b mer e in a custo nicat u e h m t m to ill co ngo. more e e” w t d te” li a l o a e r r M o o p k t r s, is “Dar r “Co d thi al” o e, or i n i v r i t h t s e c he A “Indu ept b e–T conc ated v c i e i l t h c p T A . m nner ff co ng o t ma i c t t e r u i d and c ; lves e s ones r ou led C l o R ic Pre Class d n a anic ll Org le: e p s ay!” e m xa e aw e, w k d o u m d For e ow. s le n bel e and simp w p t i o y t h p as s “Kee ose a tone , cho e h l c p a m e ide Its si ill gu w t a its th al tra n r e t ain in cont o s l will a orm f s i h re, t ermo h t r u F tic

e: rcas Mod t / Sa c e Dark r i /D entic Auth

OUR BRAND IDENTITY

Brands exist in the mind

Quality products

Community relations

Easy shopping

Safety policies

Public Relations

Customer service

Brand identity is the complete aligment of what customers see, hear, read experience, and think about ESD product and services

Culture

Communications practicies

Knowledgeable associates

Distributions channels

LOGOTYPE AND SLOGAN

Logotype & Slogan Primary Logotype Meet our logo! This primary logo is our favorite and should always be used when circunstances allow. This is the clearest way we can represent our company visually.

SLOGAN Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.

THE LOGOTYPE & SLOGAN

Logotype and slogan

Logotype versions

THE LOGOTYPE & SLOGAN

Logo Elements 1. Name The ESD wordmark is a fixed element in the logo. Also, it be used on its own. 2. Logotype The ESD logotype can be used on its own. 3. Tagline The tagline is written in uppercase letters. It can be used separately. 3. Trademark Is our intellectual property, consisting of a recognizable ESD wordmark design, or expression which identifies our ESD products or services .

1 2

LOGOTYPE ELEMENTS

Clear Space & Sizing Clearspace Our logo needs some breathing room. Make sure you give it space to stand out.

Minimum size To make sure our logo is always visible we’be determined a minimum display size for both print and digital applications.

Minimum print size 0.4 inch (10mm) wide Minimum digital size 29 pixels wide

CLEAR SPACE & SIZING

Minimum print size 0.8 inch (21mm) wide Minimum digital size 58 pixels wide

Logo Versions

LOGO VERSIONS

Logo Variations Variations There are a couple of different ways to showcase our logo

LOGO VARIATIONS

TYPOGRAPHY

Primary Typeface Primaty typography The guide primary typeface for heading and body copy on printed and online materias is Titillium Web. It is a geometric sans with a wide variety of weights & styles. Its square shapes give a slightly technological vibe. Try your headings in both the thinner weights and the black weight – both work really well, that complements our identity. It is available on Google fonts https://fonts.google.com/specimen/Titillium+Web Use good judment when choosing different weights. Here are the samples and options.

Web navigation Home

Products

About

Contact

HOME

Characters TITILLIUM WEB ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefghijklmnopqrsšt vwxyzž1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*

Styles Extra-Light

Regular Italic

Extra-Light Italic

Semi-Bold

Light

Semi-Bold Italic

Light Italic

Bold

Regular

Bold Italic Black Size 10pt

PRIMARY TYPEFACE

PRODUCTS

ABOUT

CONTACT

Secondary Heading Typeface

Plateia Bold is the heaviest weight to be used to increase contrast in body copy. The style is all-caps, with optically-adjusted small caps mapped to the lower case characters. Ussualy you can use it to stand out your paragraph using a heading or sub heading format. This typeface is offered free on DaFont.com

Heading & Sub heading samples HEADING

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in.

Sub Heading

Characters

PLATEIA BOLD

ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ

abcčćdđefghijklmnopqrsštuvwxyzž1234567890 ‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*

SECONDARY TYPEFACE

COLOR PALETTE

Color Palette Primary colors Color is an integral part of brand identity. Consistent use of the color palette with no only reinforce the cohesiveness of the brand, but color also serves a psycological purpose by communicating a certain feeling your audience. You can use all percent colors of Pantone® Process Black C.

PANTONE® CMYK Process Black C (coated paper) | Process Black U (uncoated paper) C 0 M 0 Y 0 K 100 RGB R 0 G 0 B 0 | HTML 000000

25%

50% PANTONE® Process Black C

PRIMARY COLORS

75%

Secondary colors Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever.

PANTONE® Cool Gray 1 C RGB R217 G217 B214 HEX #D9D9D6 CMYK C4 M2 Y4 K8

25%

50%

PANTONE® Cool Gray 5 C RGB R177 G179 B179 HEX #B1B3B3 CMYK C13 M9 Y10 K27

75%

25%

50%

75%

PANTONE® Process Cool Gray 10 C RGB R99 G102 B106 HEX #63666A CMYK C40 M30 Y20 K66

25%

50%

75%

Gradients We like to use gradients in other elements of the brand. Gradients should always be composed at a 450 angle or 1500 from light to dark, lef to right, bottom on top

45o

Pantone Black C

150o

80%

SECONDARY COLORS

Pantone Black C

80%

Rotate angle We like to use rotate our logo in other elements of the brand. The rotate angle should always be at a 160 angle.

16o

Applications

PRIMARY BACKGROUNDS

Color backgrounds

SECONDARY BACKGROUNDS

GRAPHIC ELEMENTS

Icons Icons These are our line drawing icons. They are familiar, uncomplicated and friendly, just like we are.

ICONS

Elements With Light & Dark Background

Esd.WasTaken.com

LIGHT & DARK ELEMENTS

ESD WATERMARK

DARK ELEMENTS

Patterns

PATTERNS

Light Shapes Shape solid color

TITTLE

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INE 1

HEA

Shape transparent color TITTLE

u can ly yo ssua rs. U py. t.com dy co aracte DaFon in bo se ch ee on rast er ca red fr cont fe e low se of th ea is cr face to in ped to pe ap ed ty m us is ps to be at. Th all ca form eight d sm ading iest w djuste b he ally-a e heav or su optic d is th ading , with ia Bol g a he caps in Plate lus al h is grap style para The t your d ou stan

DLIN

HEA

SHAPES

use it

Applications

Shapes

TITTLE

Quality. Innovation. Succeed.

py. dy co in bo ntrast wer se co the lo increa d to a to pe g ap used ps m h usin to be grap all ca para eight t.com ted sm iest w t your DaFon -adjus d ou e heav ee on tically stan d is th red fr it to ith op ia Bol is offe n use ps, w ca ca ce Plate u lfa yo is al ualy is type ss style Th . U e at Th rs. form acte char ading case sub he ing or head

INE 1

HEA

TITTLE 8939 NW 23rd Street, Doral, Florida, 33172 info@esdistributions.com Tel +1 786 600 2727 EsdWasTaken.com

HEADLINE 1 Plateia Bold is the heaviest weight to be used to increase contrast in body copy. The style is all-caps, with optically-adjusted small caps mapped to the lower case characters. Ussualy you can use it to stand out your paragraph using a heading or sub heading format. This typeface is offered free on DaFont.com

Quality. Innovation. Succeed.

TITTLE

8939 NW 23rd Street, Doral, Florida, 33172 info@esdistributions.com Tel +1 786 600 2727 EsdWasTaken.com

APPLICATIONS

rs. py. acte dy co char in bo case . ntrast wer rmat the lo ing fo d to head

NE 1 eight to be usedd smto all caps mgapa peheading or sub w te ADLI se co

increa

iest djus h usin grap ally-a e heav para optic d is th t your , with ia Bol caps Plate and ou t.com is allto st e on it yl aF e st D us The ee on u can ly yo red fr is offe Ussua face type This

Shapes Dark Shapes Shape solid color TITTLE

py. dy co in bo rast wer cont the lo crease a to in ped to g ap ed us ps m h usin to be grap all ca para eight t.com ted sm iest w t your DaFon -adjus d ou e heav ee on tically stan d is th red fr it to ith op ia Bol is offe n use ps, w ca ca ce Plate u lfa is al ly yo is type ssua style Th . U e . at Th rs form acte char ading case sub he ing or head

INE 1

HEA

Shape transparent color TITTLE

use u can ly yo ssua rs. U py. t.com acte dy co aFon char in bo on D case free er ntrast d w re co the lo is offe crease d to face to in appe used is type ps m to be at. Th all ca form eight d sm ading iest w djuste sub he ally-a e heav th tic or g is op d adin , with ia Bol g a he caps Plate h usin is allgrap style para The t your d ou stan

DLIN

HEA

LIGHT SHAPES

it to

Applications TITTLE

Quality. Innovation. Succeed.

INE 1

HEA

TITTLE 8939 NW 23rd Street, Doral, Florida, 33172 info@esdistributions.com Tel +1 786 600 2727 EsdWasTaken.com

Quality. Innovation. Succeed.

TITTLE

8939 NW 23rd Street, Doral, Florida, 33172 info@esdistributions.com Tel +1 786 600 2727 EsdWasTaken.com

APPLICATIONS

rs. py. acte dy co char in bo case . ntrast wer rmat the lo ing fo d to head

NE 1 eight to be usedd smto all caps mgapa peheading or sub w te ADLI se co

increa

iest djus h usin grap ally-a e heav para optic d is th t your , with ia Bol caps Plate and ou t.com is allto st e on it yl aF e st D us The ee on u can ly yo red fr is offe Ussua face type This

BRAND LOOK AND FEEL

Brand Look And Feel Collateral Design

COLLATERAL DESIGN

Vehicles Branding

VEHICLES BRANDING

Pruducts Branding

PRODUCTS BRANDING

Merchandising Branding

MERCHANDISING BRANDING

Branding Signage

BRANDING SIGNAGE

Office Branding

OFFICE BRANDING

BRAND COLLABORATION

ESD / RAW Packaging (Prototype)

ESD Colaboration

INTERNAL DEPARTMENTS

Internal Departments Using the Logo with Internal Department Names Meet our logo! This primary logo is our favorite and should always be used when circunstances allow. This is the clearest way we can represent our company visually.

Standard stacked

DEPARTMENT DEPARTMENT

Horizontal

DEPARTMENT

Using the Logo with Multi-line Department Names

Standard stacked

DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT

Horizontal

DEPARTMENT DEPARTMENT DEPARTMENT

INTERNAL DEPARTMENTS

Examples of Department Type Treatments

MARKETING

LOGISTICS

FINANCIAL SERVICES

PRODUCTION

EXAMPLES OF DEPARTMENTS

Examples of Department Type Treatment Applications

Polo T-Shirt

Polo Shirt

ESD “Light Mode”

ESD “Dark Mode”

APPLICATIONS

Hats

APPLICATIONS

Email signature John Cruise • Managing Manager O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727 e. john@esdofficial.com | w. esdofficial.com a. 8939 NW 23rd Street, Doral, Florida, 33172. United States

John Cruise • Managing Manager O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727 e. john@esdofficial.com | w. esdofficial.com a. 8939 NW 23rd Street, Doral, Florida, 33172. United States

Email signature application

John Cruise • Managing Manager O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727 e. john@esdofficial.com | w. esdofficial.com a. 8939 NW 23rd Street, Doral, Florida, 33172. United States

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PHOTOGRAPHY DIRECTION

Lifestyle People

LIFESTYLE PEOPLE

Product Photography

PRODUCT PHOTOGRAPHY

Amazon Photography

Product Image Requirements

The main image on the product detail page:

• Main listing image on white that stands out. • Backgrounds must be pure white (RGB 255,255,255) • The image must not contain additional text, graphics, or inset images. • The image must not contain gratuitous or confusing additional objects.

For additional other view images: • Explainer Images that show the features & benefits of your products using graphic design and great photos. • Backgrounds and environments are allowed. • Text and demonstrative graphics are allowed.

• Other products or objects are allowed to help demonstrate the use or scale of product.

AMAZON PHOTOGRAPHY

4.5 in. - 11.43 cm

0.5 in. - 1.27 cm 4.5 in. - 11.43 cm

4.5 in. - 11.43 cm

• Lifestyle images created using stock photography and photoshopping your product into the scene.

AMAZON PHOTOGRAPHY

Brand Guidelines

2019

Brand Guidelines

2019