BRAND GUIDE
This is the brand guide for PowerPostŽ. Inside, you’ll find rules for various elements including video, social, and web.
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Who We Are
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Our Logo
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Logo Usage
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Our Typefaces
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Our Colors
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Our Textures
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Photography
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Video
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Social Content Examples
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Social & Newsletter Branding
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WHO WE ARE
01 Mission Preeminent Software Solution for Owned Media
02 Purpose Transform Brands into PowerPublishers
03 Tagline Intelligent Content Publishing
04 Our Unfair Advantage
Exclusive provider of end-to-end content publishing technology: Aggregation, Curation, Creation, Distribution, Conversion, Insights
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OUR LOGO The anatomy of the PowerPost® logo is helps to solidify the brand identity. Proper usage of the logo with spacing reinforces the appearance in all locations.
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01 Font - Calibri Bold
The PowerPost logo font is easily reproduced using normal kerning set in the Calibri Bold typeface.
02 Color - PowerPost Blue #0f206c
The PowerPost logo color is PowerPost Blue and will always appear in this color or one of it’s equivalent CMYK, RGB, or Pantone variants.
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03 Symbol - Lightning Bolt inside incomplete circle
You may not be able to notice the system behind the mark, but you sure feel it when you see it. The balance and foundation of this simple mark help clearly showcase who PowerPost is. The vertical lines are consistent with one another as well as the horizontal lines that make up the bolt which helps complete the visual thought of a power button. It’s encased by a circle split at the top following the lines of the bolts showing motion and movement attacking at the heart of who and what PowerPost exists to do.
04 Logo Spacing
The PowerPost logo must have equal spacing surrounding it in order to keep its appearance recognizable and legible. The minimum spacing per relative size should be a capital letter “P” set in Archivo Narrow, from all sides of the surrounding square. The space surrounding the bolt+circle must never be filled with other text or logos.
04 Registered Trademark Symbol
The PowerPost logo must always feature the ® registered trademark symbol when it is accompanied by the lightning bolt and circle.
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OUR LOGO The PowerPost® logo is a key player in our visual branding. There are a few rules to adhere to when using any version of the logo elements.
01 Primary Logo - NavyBlue Vertical
This logo is to be used for all printed and digital collateral, in the Primary color #0f206c. The official primary lockup is the Vertical Navy Blue and it should be used whenever there is a need for branded content. Only substitute for horizontal if there is a specific need for it.
All PowerPost® logos should be selected based on overall color theme and maximum contrast.
02 Inverse Logo - White Vertical
This logo is to be used for all printed and digital collateral when the Primary Logo does not have enough contrast. It is best used on solids, but can also appear on gradients/textures/images if the composition isn’t complex or distracting.
03 Horizontal & Isolated Logo
This logo is to be used for all printed and digital collateral when Vertical logos will cause layout complications. Horizontal Logos are best used for balancing tight spaces or when featured as footers or headers. The Isolated Logo is best used where text is already mentioned in the layout and visuals are still needed; it is more of an accent than anything else.
04 Alternate Logos - LightBlue
These logos are to be used for all printed and digital collateral when Primary Logo does not fit the overall composition. Color options include Dark Blue, Light Blue, and Black. The PowerPost® logo is never used in the Yellow or Pink alternate swatch colors.
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The PowerPost® Isolated Logo also serves as a graphic element that may be manipulated via opacity or bleeding off pages to add visual interest to compositions.
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LOGO USAGE The PowerPost® logo should always appear professional and clean. Here are some rules to keep you from committing a Logo Fail.
01 Space Around the Logo
Always leave space around the logo so it can breathe. If placed near a corner, ensure spacing is equal on both edges. Use a capital “P” as a basic unit of spacing measurement.
02 Textured/Image Backgrounds
As basic general guide, keep it simple and clean. Place the logo where it can easily be viewed without confusion.
If using an image or textured background, it must NOT compete in saturation or contrast levels. If it looks questionable, you probably shouldn’t do it.
03 Solid Backgrounds
Any combination of logo options may be used, as long as they are high-contrast.
04 Similar Toned Logo + Background
Do NOT use the colored logos on similarly toned backgrounds.
05 Rotation or Stretching + Logo
NEVER rotate or stretch the logo; use either the horizontal or vertical lockups in original format.
06 Special Effects + Logo
Never use special effects such as Glow, Bevel & Emboss, Inner Shadow, etc. with the logo.
06a Dropshadows + Logo
Never use a strong drop shadow that causes the logo to appear elevated above the surface. The logo, per Material Design guidelines, should always appear to be a part of the design or surface.
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Never ever change the color of the powerpost logo. Only use the approved colors: PowerPost NavyBlue, PowerPost LightBlue, Black, or White.
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OUR TYPEFACES The approved fonts are used in both digital and print work. They appear clean and smart, similar to the PowerPostÂŽ brand.
Calibri & Arial Typefaces
The Arial typeface family is our primary font for body copy, captions, and call-outs. It presents as a sophisticated, cleancut typeface that saves layout space. Headlines are set in Calibri Bold and subheaders are set in Calibri Light, both of which visually represent the brand in a similar fashion.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
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Calibri (Bold)
The Calibri font family is used for our headlines, subheadings, and call-outs. Any non-body copy can be set in Calibri Regular, or other lighter/heavier variations. Using Calibri Bold to act as a section header is also allowed, so long as the size is at most 1 size larger than the body copy. When using Calibri as a call-out, ensure that all call-outs are set as Calibri for proper type heirarchy.
Arial & Arial Narrow
The Arial, Arial Narrow, and Arial Narrow Bold fonts are flexibile supporting typefaces that are used when designing any body copy, cations, or call-outs. They are websafe fonts which are readily available in most modern browsers. When using Arial as a call-out, ensure that all call-outs are set as Arial for proper type heirarchy.
AB C D E F G H I J K LM N O PQ R STU V W XYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
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AB C D E F G H I J K LM N O PQ R STU V W XYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
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OUR COLORS We are loud, vibrant and confident! Our colors embody these traits. When used correctly, they identify and reinforce the PowerPost® brand.
Primary Colors The primary PowerPost® color is NavyBlue. It is used with backgrounds, design elements, and major headlines. Callouts are preferred in NavyBlue or LightBlue depending on layout. Any combination of blues may be used so long as it is consistent with branding.
NavyBlue
Hex
#0f206c
RGB
15, 32, 108
CMYK Pantone
LightBlue
2747 C
Hex
#5887da
RGB
88, 135, 218
CMYK
60, 38, 0, 15
Pantone
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86, 70, 0, 58
2727 C
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Secondary Colors All secondary colors are for support usage and never to be a primary theme in any setting. These colors are purely for callouts, buttons, landing page CTA, or navigational purposes. The PowerPost brand only utilizes the pink for specified designs and should never be set as a primary focal point.
Melon
Hex
#d83968
RGB
216, 57, 104
CMYK
0, 74, 52, 15
Pantone
Yellow
Hex
#f5ea61
RGB
245, 234, 97
CMYK Pantone
LightGrey
191 C
0, 4, 60, 4 3935 C
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#d0cfcd
RGB
208, 207, 205
CMYK Pantone
0, 0, 1, 18 Cool Gray 3 C
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Dark Grey Text When using Yellow or LightGrey as a design element, darker text colors may be used such as Dark Grey 90% - 95% black. Refer to the overal layout in order to choose callout text-color.
OUR COLORS We use a similar, yet expanded set of colors to distinguish our online presence. This palette allows more flexibility in overall composition. PowerPost® Gradients
We use gradients to add subtle complexity to branding. Gradients should be used in app title bars, cover pages, and infographics. The circular gradient is preferred, unless composition doesn’t allow for it. All gradients must have a buttery-smooth falloff.
Gradient 1: LightBlue to NavyBlue
Hex #887da RGB 88, 135, 218
Hex #0f206c RGB 15, 32, 108
Gradient 2: LightGrey to NavyBlue
Hex #d0cfcd RGB 208, 207, 205
Hex #0f206c RGB 15, 32, 108
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Cover & Title Pages
PowerPost Content Portfolio Finance & Healtcare ¡ April 2018
Header Images for Blogs or Social Posts
Infographics & Social Content
Modified Gradient When using Gradient 1, you may modify the starting color (LightBlue) by using Melon (pink) when creating graphics for social media or blogs. This is to add visual flare while still being in line with branding.
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TEXTURES Supporting textures can be an important part of the PowerPostÂŽ branding ecosystem. They add visual interest and complexity to otherwise simplistic collateral. Abstract Vector Backgrounds
When using any vector background in a layout ensure that it is a supporting element and does not overtake the purpose of content itself. These textures can be in their original greyscale color or in either of the approved blue colors from the palette. Texture backgrounds are never to appear in the alternate colors Melon or Yellow.
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PHOTOGRAPHY Each piece of content, including photography, should work in harmony with all other PowerPost® branding to create a distinctive visual rhythm across the board. Active & Energetic
All photography used in conjunction with PowerPost® branding exhibits an active atmosphere with energy, passion, and/or excitement. These traits represent the spirit of the brand and must always be present. Images of unemotional faces or actions do not convey the excitement of PowerPost® nor its enthusiasm for content publishing.
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VIDEO Video content generated by PowerPost® must always exude a positive, energetic overtone. Sure we are smart, but we like to have a good time too! Engaging with After Effects
All video content should have an engaging atmosphere. The viewer should feel the need to continue watching, whether it’s the content, animations, or special effects used to keep them there. Using Adobe After Effects to add polish to videos is not uncommon. The PowerPost® video look is a properly exposed and white balanced color grading, with a cinematic duotone 3DLUT applied to it.
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Style & Elements
Animations should always use Easy Easing to keep movement fluid and dynamic looking. Ensure Motion Blur is enabled for layers as well as the entire clip. All colors should have high contrast with clean appearances in accordance with the PowerPostÂŽ typography rules. Video effects should be quick but well-executed. Feel free to play on the quirkiness of the brand and also add in some gifs if needed.
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SOCIAL CONTENT EXAMPLES As storytellers, we create thoughtful and strategic content to benefit our diverse audience. Our main objective is to ensure our message not only resonates, but inspires action. Video & Gifs Videos should include a pop of PowerPost® colors for visual interest. For any branded content, this creates an interactive experience that is enjoyable and unexpected. All gifs should be both seamless and pleasing. Animations should be smooth with generous easing for fluid transitions. All fonts within Gifs or Video must follow PowerPost® typography guidelines.
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Common Infographic Similar to your every day infographic with icons and numbers. Icons are used to help accentuate the overall theme of the information, especially when the fact is not numerical.
Hybrid-Style Infographic
This is an example of the hybrid-style infographic. It’s seamlessly composed with large numbers and an image. Large numbers draw the viewers attention to the main point of interest, which are the statistics.
Call to Action Infographic
This style of infographic is used to show a call to action within the image in order to highlight a feature. Typically used with articles displaying new features of a product, this infographic style is very flexible and has many variations. PowerPost uses this CTA infographic to attract new sign-ups for webinars.
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SOCIAL PLATFORM VISUALS It’s important that our brand is recognized immediately on social platforms. Social covers, profile images, and newsletter headers should have a cohesive look. Newsletter
The weekly newsletters should have a cohesive appearance that allows them to be easily identified by the reader. Consistency with layout, colors, and image style is the focus for all final deliverables.
Thumbnail Images
Images should contain little to no text, unless absolutely necessary to convey article context.
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Social Cover Graphics The PowerPostÂŽ social platform covers should always display the 3-word tagline and consistent colors across the board. The current color gradient with the approved logo treatment as a background element provides an easily identifiable branded experience.
Additional Samples Social profile images can vary between the new PowerPostÂŽ Button icon, or the more simplified bolt+circle logo.
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April 2018 www.powerpost.digital facebook.com/powerpostsocial