How we look.
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This is a guide to the basic elements that make up Tapaas. Have a read, it will help you get to know us a little better. 04 Our logo 06 Do’s and Dont’s 08 Our typeface 12 Our colours 14 Photography 16 A final thought
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Our Logo is a very valuable asset. We must treat it nicely. We make it nice and easy with only a few steps. Print logos This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging. The logo can be used with or without the strapline. The Black and White or single colour version is only for situations where colour is not an option. Download logos for print
Screen logos The same logo is to be used for all screen work, including websites, banners, and presentations. Please make sure you are using the size that fits best for your needs. All recomended size options have been prepared for you in web ready formats to download. Download logos for screen / web
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Do’s and dont’s. You take the time to dress well. Take a moment to think about how to apply the Tapaas logo. 01 Space around the logo Always leave the logo some space to breath. Use white or neutral backgrounds.
04 Red alert! Do not sit the logo on yucky colours. You can work with our colours.
02 When using the strapline Leave the logo some space to breath its just a little different with the strapline. Use white or neutral backgrounds.
05 Not cool Do not use the positive or negative logo on backgrounds that are too light or cluttered.
03 If the unavoidable happens If you simply have no option to sit the Tapaas logo on a colour or image we prefer you use the negative logo.
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06 Not right Do not rotate or tilt the logo. 07 Not outstanding Do not add embelishments like drop-shadows, embossings etc. to the logo.
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Our typeface. Print.
Font The Frutiger type family is our corporate font. Not that any of us wear suits. The Frutiger 45 Light Font is a nice, simple, clean font, good for anything from headlines to text. Use ... wherever possible.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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Font Regular & Bold Frutiger also comes in regular (CE 55 Roman) and bold (CE 65 Bold). You can also use the italic 56 and 66 versions). These can be usefull for adding emphasis.
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?$&@*) 0123456789
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Our typeface. Online.
The Google Fonts - Open Sans type family is our corporate font online. Not that we wear suits much. Font is a nice, simple, clean font, good for anything from headlines to text. Use Open Sans wherever possible. Font Variations Open Sans has 10 styles which you can use. The main weights are 300, 400, 600, 700 and 800 The best way to get the code is: 1. Google Fonts - Direct selection and code for the fonts. 2. Typecast - you can set and style all aspects of Open Sans.
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Our colours are what give us or personality. We’re bright, bold, colourful and confident. They’re simply warm and friendly. Primary Colours These are our logo colours. These are also our primary colours for text and headers.
Tapaas Brown Brown PMS CMYK 0/57/100/60 RGB 124/66/0 Hex #7c4200
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Tapaas Green Green PMS CMYK 70/10/100/10 RGB 80/155/64 Hex #528d47
Tapaas text Cool Gray 9C CMYK 0/0/0/60 RGB 130/130/130 Hex #666666
Secondary Colours These secondary colours can be used on print or screen for additional emphasis. They compliment and support the primary colours
Tapaas Cream Cream CMYK 10/15/27/0 RGB 228/210/185 Hex #e8d4b9
Tapaas Tan Tan CMYK 38/40/60/7 RGB 157/137/109 Hex #9b876c
Tapaas Teal Teal CMYK 60/36/30/0 RGB 115/145/161 Hex #6c8c9b
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Introducing Tapaas photography.
When we use photography, Tapaas images are warm and real. The images should capture people mid conversation. The images can also draw from nature. Our inspiration is more photo journalism. The photography should ideally be full bleed and used to enhance the message especially on all brand related marketing. Consideration of the audience is also important. Tapaas has two key audiences, Business, Thinkes. While there might be a perception of Business being people in stuffy suits with their nose to the grindstone, over worked and stressed out. We dont think so. Business is all about communication and colaboration. We make that easier. Thinkers, programmers, quants or whatever you might like to call them may be seen as aloof, distant or focused. Again we dont think so. Thinkers are problem solvers all about colaboration and team. We facilitate their process.
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Using your own photography.
There may be times when you wish to commission or buy your own photogography from a stock library. When that urge strikes you, then ask yourself these questions: • Does
the image feel natural, observed and shot on a real location (as opposed to in a studio)?
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the image full colour and free of any treatment (ie. duotone, posterisation, cross-processed, etc)?
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the image feature more than one person?
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the image feel unique and not like a stock shot?
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the people in the image engaged in conversation or focused on the same thing?
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the people in the image feel approachable... would you introduce them to your mother?
If you answer “Yes” to all these questions, congratulations! You have found yourself an image to use. All material must be submitted to brand@tapaas.com for approval prior to publication. A final sample is requested. 15
A final thought
If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little love and respect for our brand. We think it’s a pretty flexible system that allows creativity, so give it your best shot.
A different view. The Tapaas Brand Book can also be viewed online. Please visit tapaas.com/brand
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By using Tapaas brand materials, you agree to the Tapaas Terms of Service, these Tapaas branding guidelines, and all Tapaas rules and policies, as may be updated from time to time. You also acknowledge that Tapaas is the sole owner of Tapaas trademarks, promise not to interfere with Tapaas’s rights in them, and acknowledge that goodwill derived from their use accrues only to Tapaas. Tapaas may review use of the branding materials at any time and reserves the right to terminate or modify any use.
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