BRAND GUIDELINES
CONTENT X- M I N I : T H E B R A N D LOGO Logomark Logotype Do’s and Don’ts
TYPEFACE Headers Paragraphs
COLORS TA G L I N E PHOTOGRAPHY Samples Usage
I L L U S T R AT I O N S & I C O N O G R A P H Y Samples Usage
TO PARTNERS
X-MiniTM Brand Guidelines | Content | Page 3
T H E X- M I N I Xmi Pte Ltd is incorporated in Singapore, the Technology and Lifestyle Hub of Southeast Asia, since 2006. We’re a technology-driven company focused on bringing the most innovative multimedia products to meet the dynamic demands of a global market. Xmi is proud to be the creator of the X-mini™ brand of products and the pioneer of the development and sale of portable speakers.
OUR VALUES We value people beyond profit. We are driven by innovation focused on developing superior products that provide a premium, convenient and enjoyable sound experience to each of our customers.
X-MiniTM Brand Guidelines | The Brand | Page 4
™
B
BRAND
X-MiniTM Brand Guidelines | The Brand | Page 5
LOGO
X-MiniTM Brand Guidelines | The Logo | Page 6
Our logo is one of our most valuable assets. X-mini™’s “flying man” logo represents our brand’s dedication to breaking away from convention and creating ground-breaking innovations.
X-MiniTM Brand Guidelines | The Logo | Page 7
T H E I M P O R TA N C E A brand is a tremendously powerful yet fragile thing. Building a brand takes vision, passion and sweat. But most importantly, it takes discipline and dedication to never depart from your brand's DNA. We created these guidelines so that the tenets and values of X-mini™ can be properly shared not just to a few but to the world. We would also like to reinforce the importance of using the X-mini™ brand consistently as it helps increase awareness and helps cement an emotional connection to our brand. The more united we are, the more powerful the X-mini™ brand will become.
X-MiniTM Brand Guidelines | The Logo | Page 8
E OF BRANDING
LOGOMARK
No Circle
With Circle
X-MiniTM Brand Guidelines | The Logo | Page 10
Logomark against background color vatiations
X-MiniTM Brand Guidelines | The Logo | Page 11
LOGOTYPE
X-MiniTM Brand Guidelines | The Logo | Page 12
X-MiniTM Brand Guidelines | The Logo | Page 13
L O G O O R I E N TAT I O N S
Vertical orientation
X-MiniTM Brand Guidelines | The Logo | Page 14
Horizontal orientation
X-MiniTM Brand Guidelines | The Logo | Page 15
DO’S AND DON’TS PROPORTION Maintain proportion of logo mark to the logo type.
PROPER CONTRAST Background should provide proper contrast so that the logo is readable.
AGAINST IMAGE Ensure that the accordingly
to
image provide
is
adjusted
the
contrast and visibility for the logo.
X-MiniTM Brand Guidelines | The Logo | Page 16
proper
COMPOSITION Our innovations took time and a lot of effort. The way our logo is displayed deserves the same dedication.
NO SHADOW Never use a shadow for the logo.
X-MiniTM Brand Guidelines | The Logo | Page 17
T Y P E FAC E We use the Rubik typeface because of its clean, modern and functional style that represents the minimalist and premium design of X-mini™ products. Its rounded edges help make it more inviting and aesthetically pleasing without diminishing from its visual impact.
X-MiniTM Brand Guidelines | The Typeface | Page 18
RUBIK FONT CHARACTERS �A�B�C�Ć�Č�D�Đ�E�F�G�H�I�J�K�L�M�N�O�P�Q�R�S�Š�T�U�V�W�X�Y�Z�Ž a�b�c�č�ć�d�đ�e�f�g�h�i�j�k�l�m�n�o�p�q�r�s�š�t�u�v�w�x�y�z�ž А�Б�В�Г�Д�Е�Ё�Ж�З�И�Й�К�Л�М�Н�О�П�Р�С�Т�У�Ф�Х�Ц�Ч�Ш�Щ�Ъ�Ы�Ь�Э�Ю�Я а�б�в�г�д�е�ё�ж�з�и�й�к�л�м�н�о�п�р�с�т�у�ф�х�ц�ч�ш�щ�ъ�ы�ь�э�ю�я�ג�ב�א �ת�ש�ר�ק�ץ�צ�ף�פ�ע�ס�ן�נ�ם�מ�ל�ך�כ�י�ט�ח�ז�ו�ה�ד1�2�3�4�5�6�7�8�9�0 ‘�?�’�“�!�”�(�%�)�[�#�]�{�@�}�/�&�<�-�+�÷�×�=�>�®�©�$�€�£�¥�¢�:�;�,�.�*�₪
STYLES Light Light Italic Regular Regular Italic
HEADER & PARAGRAPH PAIRING
LOREM IPSUM DOLOR SIT Main Header
LOREM IPSUM DOLOR SIT Sub Header Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam. Paragraph
X-MiniTM Brand Guidelines | The Typeface | Page 19
COLOURS We use a monochromatic color scheme of black, gray and white to convey a sense of authority and boldness while also representing the elegance and ease of use of X-miniâ&#x201E;˘ products.
X-MiniTM Brand Guidelines | The Colours | Page 20
e6e7e8
ffffff
808285
58595b
414042
262425
X-MiniTM Colour Scheme X-MiniTM Brand Guidelines | The Colours | Page 21
TA G L I N E Our tagline Sound Beyond Size is the illustration of the beneďŹ t X-miniâ&#x201E;˘ products offer which also conveys the idea of striving to perform beyond expectations.
X-MiniTM Brand Guidelines | The Tagline | Page 22
X-MiniTM Brand Guidelines | The Tagline | Page 23
PHOTOGRAPHY X-miniâ&#x201E;˘ images should display a hip, progressive and upbeat lifestyle. We associate our brand with images that deliver a genuine appreciation for music and passion for life.
X-MiniTM Brand Guidelines | Photography | Page 24
X-MiniTM Brand Guidelines | Photography | Page 25
X-MiniTM Brand Guidelines | Photography | Page 26
X-MiniTM Brand Guidelines | Photography | Page 27
X-MiniTM Brand Guidelines | Photography | Page 28
X-MiniTM Brand Guidelines | Photography | Page 29
X-MiniTM Brand Guidelines | Photography | Page 30
X-MiniTM Brand Guidelines | Photography | Page 31
A P P L I C AT I O N
X-MiniTM Brand Guidelines | Application | Page 32
X-MiniTM Brand Guidelines | Application | Page 33
WEBSITE
X-MiniTM Brand Guidelines | Application | Page 34
X-MiniTM Brand Guidelines | Application | Page 35
PACKAGING
X-MiniTM Brand Guidelines | Packaging | Page 36
X-MiniTM Brand Guidelines | Packaging | Page 37
X-MiniTM Brand Guidelines | Print | Page 38
X-MiniTM Brand Guidelines | Print | Page 39
X-MiniTM Brand Guidelines | To Our Partners | Page 40
TO OUR PARTNERS These guidelines were created for use of X-Mini design teams and agencies only. When in doubt regarding any print and online collaterals you are producing, please refer back to this document. We're not asking for much, just respect our brand the way you would respect your own. It's a ďŹ&#x201A;exible system that will allow you to share your creative ďŹ&#x201A;air, so have a go at it.
X-MiniTM Brand Guidelines | To Our Partners | Page 41