DEVELOP + DESIGN = INNOVATE
DYNAM & DIMEN
MIC NSIONAL
CONVER SUPPLEM
RGENT & MENTARY
TRANSH
HUMAN
PROGRE CONTEM
ESSIVE & MPORARY
UNOBTR UPBEAT
RUSIVE &
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MESSAGE FROM THE FOUNDERS, ERIKA GOERING & BRYAN RATHOUZ Cogneedo’s philosophy is to bring technological tools to people in the most natural, intuitive, and unobtrusive way possible. We aim to merge reality and the digital realm seamlessly and without complication. Technology permeates every aspects of our lives, and human-centered design is crucial for its success and growth. Designing for the user is not just a trendy concept. Users are people first, and it’s important to remain sensitive to that fact. Designing for people’s needs is the most thoughtful element to our entire process. We are a small team of designopers and devigners. No one does just one thing for Cogneedo’s goal. By following a cross-discipline philosophy, we solve challenges from both ends at once.
We solve challenges at both ends.
Our talented and focused staff is small but agile. We are able to stay on top of the latest breakthroughs and innovations in technology and design. We design technology for humans. Cogneedo’s identity reflects this philosophy by illustrating that our progress is a process, and technology is infinite.
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MISSION
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TO CREATE POWERFUL AND INTUITIVE APPS TO EMPOWER USERS AND IMPROVE THEIR DAILY LIVES TO MERGE VIRTUAL SPACE AND REAL LIFE
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VALUES
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TRANSPARENT TECHNOLOGY HELP PEOPLE & TECHNOLOGY EVOLVE TOGETHER EMBRACING EMERGING TECHNOLOGICAL TOOLS AGILITY & FLEXIBILITY BLURRED BOUNDARIES USERS ARE PEOPLE FIRST
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ESSENCE
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ENHANCING LIVES WITH TRANSPARENT TECHNOLOGY
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NAMING COGNEEDO Naming Cogneedo was a process full of dead-ends and false starts. Keeping our attributes in every aspect of our identity was a challenge. The name had to reflect the values and philosophy, while still being clever and memorable. This process was a joint effort between Cogneedo’s co-founders, as it took a lot of brain power and months of decision making.
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BRANDMARK USAGE The Cogneedo brandmark defaults to a gradient fading from teal to orange. A variety of brandmark variations may be generated from the established gradated elements. Solid-color marks may also be used if needed.
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Only use the brandmark in the established brand colors or white. Single-color brandmarks are acceptable and sometimes necessary for contrast or media limitations.
Layer corresponding brandmark elements to create a more complex mark. Do not use mismatched elements.
Gray may be used in a gradated mark, but care and finesse must be used, as it can make the mark feel heavy.
Do not use colors outside the brand’s established palette.
Do not layer brandmark elements off-register.
Do not outline or stroke the brandmark. If the mark must be differentiated from the background, use a solid-color mark in a contrasting brand color or white.
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DESIGNOPER TEAL PMS 936 C C:53 M:0 Y:31 K:0 DEVIGNER ORANGE PMS 804 C C:0 M:38 Y:78 K:0 SILICON GREY PMS 10394 C C:51 M:45 Y:47 K:10 CROSS-DISCIPLINE PURPLE PMS 935 C C:34 M:44 Y:0 K:0
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Designoper Teal is used to denote design-focused elements.
Devigner Orange is reserved for development-focused or geekier elements.
Body copy is always Silicon Grey. It is dark enough to appear black on a white background. Silicon Grey is used as an accent color when purple is inappropriately feminine or too low-contrast.
Cross-discipline Purple should be used sparingly. It should appear most often in the brandmark and as an accent color in design elements. Type is almost never purple, unless set in a display size against a solid background to maximize contrast. When in doubt, use Silicon Grey.
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BRANDMARK COLORATION AND TRANSPARENT GRADATION The Cogneedo brandmark can stand as a one-color mark, or as a gradation between another color or transparency.
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BRANDMARK COLOR GRADATION The brandmark can gradate between two of the established brand colors, using complementary gradient elements.
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BRANDMARK PATTERNING The brandmark can be used to generate patterns, either fullcolor, single color with transparency, or single-color solid. Pattern restrictions are loose and creative, as long as the design complies with the brand standards.
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LOGOTYPE & SIGNATURE
The logotype is set in Gotham Bold, all lowercase. When it stands alone, no modifications are made to the typography.
When the logotype is brought into the signature, the mark and the logotype interact with each other, creating a curved negative space in the d.
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Signature with staging area.
The alternate lockup may be used interchangeably with the primary signature.
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TYPOGRAPHY
HEADERS & DISPLAY ARE SET IN GOTHAM ROUNDED LIGHT Subheads & Blockquotes are Bodoni Egyptian Pro Extra Light Italic Body copy is Bodoni Egyptian Pro Regular.
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GOTHAM ROUNDED LIGHT Bodoni Egyptian Pro Extra Light Italic Bodoni Egyptian Pro Regular
GOTHAM ROUNDED LIGHT Bodoni Egyptian Pro Extra Light Italic Bodoni Egyptian Pro Regular
GOTHAM ROUNDED LIGHT Bodoni Egyptian Pro Extra Light Italic Bodoni Egyptian Pro Regular
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IMAGERY USAGE Cogneedo’s images are photographic and typically ethereal in nature. Environments, such as landscapes or cityscapes, are depicted in soft focus or shallow depth of field, with a “bokeh” style if possible, while human figures are typically rendered in a more traditional way, with clarity as the main goal. Focal points and depth of field are flexible in figural imagery, as long as the human figure can be identified as such. Colors in imagery are either naturalistic or muted, embracing reality as a stylistic choice. Do not use sepia or color overlays. In some cases, it is allowable to use a color gradient enhancement to a photograph, to be cohesive with the rest of the design. This type of gradient must only use Cogneedo’s brand colors, and the gradient must be subtle. If materials are to be photocopied, or otherwise converted into grayscale, specific-use grayscale images may be applied to the design. Images are to be used large-scale and may bleed on at least one edge, unless technical or compositional restraints prevent this from being possible. In which case, images should be as large as the medium allows, following a 9-column grid. Images are not to be skewed, stretched, or otherwise warped. Images shall be cropped in rectangles only, following a 9-column grid, unless you have a damn good reason to deviate. The Cogneedo loop pattern may be used as a background texture or accent element. The patten may only be used on a solid background, in one of the brand’s colors or white. Do not overlay the loop pattern onto a photograph, or the design gods will smite you in a furious rage.
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ENVELOPE Cogneedo’s envelopes are printed with the brandmark on the opening flap, and a loop pattern on the inside. The elvelope is a standard #10 size.
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LETTERHEAD & INVOICE The loop pattern occupies the reverse side of the letterhead and invoice pages. The standard Cogneedo brandmark sits at the bottom of the page, while the logotype is at the top.
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BUSINESS CARDS Business cards are color-coded according to the individual’s position within the Cogneedo environment. Blue-green is for designers, orange is for developers, and purple is for cross-discipline. Colors may gradate depending on the individual’s skill set and concentration.
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SHIRTS Cogneedo t-shirts follow the typical Cogneedo color conventions.
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OFFICE SPACE SIGNAGE & COMPANY CAR Cogneedo’s signage is made of brushed aluminum with a white backlight. The Cogneedo car is a 2013 Volkswagen Beetle in metallic silver. Vinyl decals of the standard brandmark occupy the side doors and the logotype lives on the front of the car above the grille.
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WEB & MOBILE The Cogneedo website is responsive and accommodates any screen or browser size.
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