Brand Guideline V1.3
Hello! Welcome to the Nanoleaf Brand Guideline V1.3. This guide has everything you want to know about us. Feel free to go through the pages and get to know us better.
Drop by and say hi if you’re ever in the neighbourhood!
TORONTO
HONG KONG
SHENZHEN
Suite B 162 John Street Toronto, ON M5V 2Z5 Canada
Spectrum 28, 14/F Car Po Commercial Building 18-20 Lyndhurst Terrace Central Hong Kong
Unit 1304, Tower C, Tiley Fame City Haide 3rd Road Shenzhen China
CONTENTS
Our Brands Our Purpose Our Promise Our Brand Pillars Our Founders’ Story Our Brand Positioning
Our Look & Feel 8 9 10 12 14
Our Partners Our mentors. Our investors. Our partners in suits.
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Our friends. Our allies. Our partners in cause.
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Our Logo Our Colors Our Typography Our Secondary Element Our Photography
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OUR BRAND
Our Purpose To make green technology an appeal rather than a compromise.
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— OUR BRAND
NANOLEAF BRAND GUIDELINE V1.3
Our Promise We want to make the world a better place. That means creatively working towards a sustainable environment and happier people. From advancing energy efficient technology, to putting smiles across our customers’ faces, we develop planet friendly products with people friendly designs to make a difference.
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OUR BRAND —
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Our Brand Pillars
DO GOOD
LOOK GOOD
FEEL GOOD
We believe that we can always do more for our planet. Whether that is conserving more of our resources, making improvements, or keeping things running smoothly, we’ll continue searching for different ways to do some good.
We get it. It’s a tough call between picking something cool and picking something that is a bit more environmentally friendly, especially when it’s your hard earned dough on the line. That is why aesthetics is also a priority for us, to make that choice an easier one for you. (Because what’s the point of saving the planet if you can’t show it off?)
Nanoleaf is as much about our work as it is about the people supporting us. Our products might be able to make an impact, but the real difference comes from everyone using them (that’s you!) So at the end of the day, it’s important that what we do and how we do it represents something you can stand behind and feel good about.
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— OUR BRAND
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NANOLEAF BRAND GUIDELINE V1.3
OUR —
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Our Founders’ Story
OUR STORY BEGINS... ...With three adventure seeking, life loving, dream chasers who had an idea. With a few good laughs, a ton of late nights, and a dare-to-be-great attitude, that idea bloomed into the most energy efficient light bulb in the world. An origami-like crosshatch between science fiction and avant-garde, it looks awesome. And yes, we totally geeked out about it. It was a cool idea – a product that does some good to the world – and looks good doing it. So we decided to build on it.
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Today, we are a group of fun intelligent thinkers, believers, introverts, extroverts, creatives, and doers. We come from diverse backgrounds, and have vastly different career and life experiences. From suits and flip-flops, to yoga pants and stilettos, we are a family of different personalities with different ideas, driven by a common passion. To make cool looking stuff that would do our planet some good. Essentially, stuff that we can feel good about making, and you can feel good about using.
— OUR BRAND
NANOLEAF BRAND GUIDELINE V1.3
GIMMY CHU CEO
TOM RODINGER CTO
CHRISTIAN YAN COO
Eight years of management experience at one of the largest technology consulting firms. Gimmy has delivered numerous multi-million dollar projects across the US/Canada.
Designing energy efficient electronics since childhood. Tom has a deep passion for sustainability and finding innovative solutions to today’s energy problems. From building solar cars to working in molecular simulations, Tom has been immersed in the green technology field since 2003, during which he earned his PhD in Computational Biophysics.
Eight years of experience as a managing director of a 100+ worker manufacturing facility in Guangzhou China. Christian is responsible for all things manufacturing, our bridge to key suppliers in China.
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Our Brand Positioning
QUALITY GREEN TECHNOLOGY FOR IMPROVING LIVES. Green technology has a bad reputation for being inconvenient and costly. We are out to change that perspective by creating products that are very convenient to use, look great, and won’t leave your wallet empty and bruised. We are not aiming to create the cheapest technology, because we strive to produce products that you can feel happy about using, and can rely on to improve your life and our planet for years to come. We make products that are green, bright, and revolutionary. They may not always be the cheapest option, but we make sure it’s worth every penny.
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NANOLEAF BRAND GUIDELINE V1.3
BRIGHT & OPTIMISTIC
FUN & QUIRKY
SINCERE & WARM
Positivity is infectious. When it comes to making a difference, rather than addressing the doom and gloom of consequences, we focus on the positive change we can bring the world to inspire others to do the same.
While corporate brands often overwhelm and confuse customers with specs and jargon, our brand treats people like friends. We dazzle consumers with our innovative technology, and win hearts with our silly and relatable brand personality.
It is easy for people to be skeptical about a cause when it relates to a business. We must say what we do and do what we say. Despite being fun, quirky and approachable, we must always be genuine and honest when it comes to what we say.
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OUR BRAND —
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OUR PARTNERS
Our mentors. Our investors. Our partners in suits.
BURCH CREATIVE CAPITAL
KPCB
HORIZONS VENTURES
Burch Creative Capital is funded by Chris Burch, who is known for his keen eye for potential in creative brands. With companies such as Jawbone, Tory Burch, C. Wonder, and VOSS Water, BCC uses a creative skill set along with sound financial practices to create, incubate, support, and scale brands and businesses that challenge convention and boundaries.
As one of the most reputable Venture Capital firms in the world, Kleiner, Perkins, Caufield and Byers is known to provide decades of experience to help disruptive ideas blossom into real businesses. From supporting businesses in talent recruitment, and forging strategic partnerships, to designing products and services, and bringing ideas to market, KPCB has been an early investor in companies such as Nest, Google, Amazon, and iFund for Apple.
Horizons Ventures is funded by one of the greatest visionaries in Asia – Mr. Li Ka Shing. They are a philanthropic venture capital firm based in Asia Pacific that has all proceeds going toward the Li Ka Shing Foundation which contributes to education, healthcare and global climate change initiatives. Horizons Ventures has been an early investor in success stories such as Facebook, Skype, Deep Minds and Spotify.
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— OUR PARTNERS
NANOLEAF BRAND GUIDELINE V1.3
Our friends. Our allies. Our partners in cause.
WORLD GREEN ORGANISATION WGO is an independent, non-governmental organisation concerned with environmental conservation and economic affairs. It provides a holistic approach to a fully integrated three-pronged solution that combines social, environmental and economic aspects for a green revolution.
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OUR BRAND —
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OUR LOOK & FEEL
Our Logo
IDENTIFICATION & PARTS The Nanoleaf logo should be used consistently wherever it’s displayed (sign, stationery, labels, website, etc.), and be reproduced according to the guidelines detailed below. That’s why printed and digital versions of the Nanoleaf logo are available. These may be used freely, but the logo cannot be altered in any way.
MARK
WORDMARK
FULL NANOLEAF LOGO
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— OUR LOOK & FEEL
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SPACING & SIZING Always give our logo room to breathe by leaving at least the minimum amount of blank space around the logo. Below, “x” represents that minimum amount of clearance.
Value of “x” = width of “n” in wordmark X
X
X
X
X
Always maintain a minimum clear space of “x” around logo
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MINIMUM SIZING
FILE FORMATS
To ensure legibility, a minimum size of 1.1 inches / 25.4mm is recommended for print, and 110 pixels for on-screen viewing.
Each of the five configurations are available in EPS, JPG, TIF and PNG formats. So, what do those acronyms mean?
MINIMUM PRINT SIZE 1.1” or 25.4mm
MINIMUM SCREEN SIZE 110 pixels
MINIMUM PRINT SIZE 0.1829” or 0.4646mm
MINIMUM SCREEN SIZE 18 pixels
EPS FORMAT EPS files are vector-based, which means they can be infinitely scaled without loss of resolution or quality Use this format for: • Printed literature • Silk-screen printing or embroidery • Signs and other displays JPG, TIF, AND PNG FORMATS JPG, TIF, and PNG files are pixel-based, meaning that enlarging or otherwise manipulating the graphic may cause loss of resolution and clarity. Use this format only in RGB mode for: • Microsoft Word® documents • PowerPoint® presentations PNG should only be used when a clear background is required.
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— OUR LOOK & FEEL
NANOLEAF BRAND GUIDELINE V1.3
CONFIGURATIONS
THE LOCKUP
INVERTED
Always use the officially prepared artwork for logos. Please don’t attempt to recreate or re-configure without specific permission.
Outside of a few exceptions, this is the default, go-to, everybody’s-happy version. When in doubt, use this.
A completely white version of our Lockup should be used against dark colored backgrounds.
GREYSCALE LOCKUP
THE EMBLEM
SINGLE COLOR LOCKUP
When full-color isn’t an option, use this black and white version of the Lockup. The Wordmark is set in 100% Black, and the Mark is 50% Black.
Use this only when Nanoleaf is clearly visible or have been well established elsewhere on the page or in the design. (When in doubt, use the Lockup.)
When you’re limited to just one color in an application, a single-color version of the Lockup is available.
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WHAT NOT TO DO
DO NOT
DO NOT
Our logo represents our brand, so using it correctly is vitally important in building our brand value. We need to keep our logo happy by always keeping it in its correct form. This is the abuse that our logo should never go through:
distort or stretch the Nanoleaf logo lockup or mark.
rotate the logo.
DO NOT
DO NOT
separate or adjust the placement of the wordmark and emblem.
use any other colors for the wordmark other than black when used with the emblem.
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— OUR LOOK & FEEL
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Nanoleaf DO NOT
DO NOT
DO NOT
add drop shadows or shading to create a 3D effect.
alter or attempt to recreate the wordmark.
place the emblem anywhere within the wordmark.
DO NOT
DO NOT
DO NOT
use any other colors for the wordmark other than black when used with the emblem.
alter the logo if it appears on a dark color or background. Instead, use the approved all-white version.
place the logo against a background that affects its legibility.
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Our Colors
PRIMARY COLOR PALETTE Our colors are what give us our personality. We’re bright, colorful and confident. We chose colors that best represents nature and our planet.
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PANTONE 361C C: 73 R: 63 M: 0 G: 174 Y: 100 B: 41 K: 0 HEX: 3FAE29
C: 72 R: 53 M: 60 G: 57 Y: 65 B: 52 K: 58 HEX: 353934
C: 0 R: 255 M: 0 G: 255 Y: 0 B: 255 K: 0 HEX: ffffff
DON’T saturate DON’T desaturate DON’T lower opacity DON’T use gradients on top
DON’T saturate DON’T desaturate DON’T lower opacity DON’T use gradients on top
DON’T use gradients on top
MAY tint MAY shade but very sparingly
ONLY use on Nanoleaf wordmark
— OUR LOOK & FEEL
NANOLEAF BRAND GUIDELINE V1.3
SECONDARY COLOR PALETTE Our secondary colors come in to create hierachy when primary colors are not enough.
C: 0 R: 245 M: 0 G: 245 Y: 0 B: 245 K: 5 HEX: f5f5f5
C: 0 R: 198 M: 0 G: 198 Y: 0 B: 197 K: 30 HEX: c6c6c5
C: 0 R: 87 M: 0 G: 87 Y: 0 B: 86 K: 80 HEX: 575756
DON’T tint DON’T shade DON’T use gradients on top
DON’T tint DON’T shade DON’T lower opacity DON’T use gradients on top
DON’T tint DON’T shade DON’T lower opacity DON’T use gradients on top DON’T use 100% black
May use as a subsitute for white on no more than 50% of the composition(s)
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Use to create hierarchy when primary colors are not enough
OUR LOOK & FEEL —
Use to create hierarchy when primary colors are not enough — 29
Our Typography
BRAND FONTS FOR PRINT Core Sans NR is a nice, simple, good font for anything from headlines to text...perfect to express our brand. The weight variations listed below should be used for all print applications.
CORE SANS NR 15 THIN CORE SANS NR 15 THIN ITALIC CORE SANS NR 23 EXTRALT CORE SANS NR 23 EXTRALT ITALIC CORE SANS NR 35 LIGHT CORE SANS NR 35 LIGHT ITALIC CORE SANS NR 45 REGULAR CORE SANS NR 45 REGULAR ITALIC CORE SANS NR 55 MEDIUM CORE SANS NR 55 MEDIUM ITALIC CORE SANS NR 65 BOLD CORE SANS NR 65 BOLD ITALIC
CORE SANS NR 15 CN THIN CORE SANS NR 15 CN THIN ITALIC CORE SANS NR 23 CN EXTRALT CORE SANS NR 23 CN EXTRALT ITALIC CORE SANS NR 35 CN LIGHT CORE SANS NR 35 CN LIGHT ITALIC CORE SANS NR 45 CN REGULAR CORE SANS NR 45 CN REGULAR ITALIC CORE SANS NR 55 CN MEDIUM CORE SANS NR 55 CN MEDIUM ITALIC CORE SANS NR 65 CN BOLD CORE SANS NR 65 CN BOLD ITALIC
ARIAL REGULAR ARIAL ITALIC ARIAL BOLD ARIAL BOLD ITALIC
ARIAL NARROW REGULAR ARIAL NARROW ITALIC ARIAL NARROW BOLD ARIAL NARROW BOLD ITALIC
BRAND FONTS FOR WEB/DIGITAL The Core Sans NR font family is also available as digital fonts, and should be used whenever possible. When Core Sans NR is not accessible (for E-mail marketing, PowerPoint® presentations and Microsoft Word® documents), use Arial as our back-up font family.
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Our Secondary Element
PATTERN
DO use white or black hatch pattern set on 50% opacity.
This hatching pattern is to be used sparingly as a means to create more interesting compositions. It should only be used with 0.25 point thickness, either white or our black, but always set to 50% opacity or less. Feel free to be playful with it but do not overuse it and do not make 45 degree angles everywhere.
DON’T use 100% opacity or make the pattern too fine.
DON’T use green.
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Our Photography
PRODUCT IMAGES Nanoleaf product images must always be beautifully lit, and in high resolution. The setting must always be clean and modern with the Nanoleaf product in clear focus. All photographs must be 300dpi.
IMAGE APPROVAL Any images being used for Nanoleaf marketing must be approved for their intended use by a senior marketing team representative.
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HOW TO ACHIEVE GOOD PRODUCT IMAGES Here are some examples of product images that fit within the Nanoleaf brand.
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— OUR LOOK & FEEL
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WHAT TO AVOID WITH PRODUCT IMAGES Here are some examples of product images that fall short of capturing the Nanoleaf brand. Our products should be shot under well lightened environment with low ISO and high image quality. Our product should dominate no less than 50% off the page. To create 3D environment, drop shadow should only be applied in a realistic manner.
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LIFESTYLE IMAGES A picture speaks a thousand words, therefore it is critical that our lifestyle images convey messages that are consistent to our brand personality traits. Light is the single most important element in photography. Without light, both we and our cameras are blind. The quality and level of light controls the emotions we feel for that captured moment.
IMAGE APPROVAL Any images being used for Nanoleaf marketing must be approved for their intended use by a senior marketing team representative.
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HOW TO ACHIEVE GOOD LIFESTYLE IMAGES Here are some examples of lifestyle images that fit within the Nanoleaf brand.
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WHAT TO AVOID WITH LIFESTYLE IMAGES Here are some examples of lifestyle images that fall short of capturing the Nanoleaf brand. Luckily, it’s easy for us to explain why.
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— OUR LOOK & FEEL
NANOLEAF BRAND GUIDELINE V1.3
Thank you! Thank you for your interest in Nanoleaf. We hope you enjoy learning more about us. If there are any questions along the way, please do not hesitate to contact us at hello@nanoleaf.me or visit us at nanoleaf.me. Cheers!
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