Insait Brandbook by Insait Disseny

BRANDBOOK

TABLE OF CONTENTS

1.0 The Insait Brand

2.0 Corporate Identity

3.0 Design Application

1.1 Introduction 1.2 Vision and atributes 1.3 Brand Voice 1.4 Naming 1.5 Identity Brandlines and Standards 2.1 Overview 2.2 Logo 2.3 Color 2.4 Typography 2.5 Qr codes 2.6 Pictograms 2.7 Patterns 2.8 Treatment Principles 2.9 Photography 3.1 Design Application Examples

THE INSAIT BRAND

DESIGN OUTSIDE THE BOX

THE INSAIT BRAND

INTRODUCTION If you have reached Insait it’s because you want to find that “spark” that helps you to create the perfect identity for your business. Maybe it’s not the most conventional, but that’s what it’s about, to makes us different and recognizable... Because at Insait I give a unique meaning to your projects and I develop the most ad-hoc ideas, I feel identified with you and with the message you propose. I listen to you because I want to understand your needs, then I think and create for you with passion and enthusiasm. I am aware of the current importance of design and I want it to reach the whole world, because I have learned from each person, with each small creation. Design can not be a luxury, it must be the art of the possible, for everyone. At Insait I capture your needs and turn them into creations. And I do it with: The excitement of each new project, which inspires me with a unique feeling that I turn into my designs. Placing first the reason, which allows me to accommodate each budget. Because my social reality and yours is the same. And because a picture is worth a thousand words, I invite you to step through my portfolio... I welcome you to a world full of stories, because behind every creation there is so much tell...

THE INSAIT BRAND

BRAND VOICE

VISION AND ATTRIBUTES

EUREKA In Insait I let the mind be free so that it finds its moment Eureka for any project. Inspiration always finds me working, because I am constantly open to anything nevermind when or how it comes. There are no problems, only solutions, because I am the “insight” of design. Spontaneously, inspiring and in a natural way, that’s how I get into the skin of the project because the design runs through my veins.

My philosophy and basis of my project is the honest and real involvement with each job. I am passionate about growing with each project, it motivates me and I love that professionals and companies are reinventing themselves effectively.

YES, I DO Because behind a small business, a self-employed, or just a person with a project, there is always something that motivates me to make it a real. My “yes I do”, means unconditional commitment with each one of you to create that design that will accompany you during your life. BEYOND In Insait I propose to go further every day... Emotional intelligence guides me on my daily journey towards originality and exclusivity. I am dynamic, I breathe the design. I want to spread what I feel, what I live.

My mission is create genuine design, making every creation communicate, impacting and to be remembered, and turning everything that surrounds us into something beautiful. My values are absolute implication, passion for design, love for what I do, responsibility and perseverance to make every project successful and unique.

THE INSAIT BRAND

NAMING

IDENTITY BRANDLINES AND STANDARDS

['ınsaıt]

Welcome to the Identity Handbook of Insait!

Insight: The ability to perceive or understand an idea instantly. Moment of illumination that refers to the phase of the creative project in which we feel we have found the solution. Insait is insight, wit, perception, intuition and above all imagination. [‘ınsaıt] is the insight’s phonetic transcription, because it’s a way to make the word itself easier to be read, pronounced and remembered in different languages. We want to go a little further and break the rules. Because our insait begins here, in our name.

This identity helps me to show everyone all the illusion I put into my activity and projects in any of the communication tools that are available today. It allows me to be much more effective externally: with a single identity, I have a greater impact and I get a truly global brand. This manual has been designed to help produce emotional communications, involving the viewer and being dynamic. With a balance between message and image. The guidelines related in this manual are about how the visual and verbal system of the identity works. In addition, this brandbook also contains practical tips on how applying any element of global identity (logos, colors, fonts and patterns). A series of generic standards must be followed to avoid any wrong results in the implementation of the brand. The value of a brand depends on an accurate discipline in its application. In order to reinforce the visual message of the brand, it is essential to avoid the counterproductive effects in its application. The disorderly use of visual identity creates confusion and has a very negative impact on the profile of the brand and on the perception that the public has of it.

CORPORATE IDENTITY

WE CREATE TOGETHER

OVERVIEW I’ve created building blocks for communicating Insait’s Brand Identity in a unified visual system. Comprised of core elements including logo, color, type, qr codes and icons, as well as extended expressions including treatments, patterns and pictures, this wide range of tools is designed to be flexible and expandable — so you can use your creativity to innovate across all media. To effectively define the Insait brand experience, these core elements must be aligned across every touchpoint, from consumer to shareholder, from partner to employee. The following sections provide creative guidance on how to use the brand palette. With a shared design sensibility we can use each element to elevate the Insait Brand in a way that is distinctive and at once immediately recognizable as Insait.

CORPORATE IDENTITY

LOGO

The logo represents the insight, the way about having a new perception and changing our point of view. It represents our above and beyond, our thinking about the conventional, or in other words: “Think outside the box”.

SYMBOL The logo must be applied always in all applications to keep itself’s meaning . The symbol, which is part of the logo should be applied only on its own if the space and size of application are not enough to keep the right visibility, for example in a smaller size of the minimum application size of the allowed logo, both in online and offline applications.

The letters “in” are inside the box to reinforce the idea, but the open square on the right side strengths the “eureka” moment, because the “eureka” neurons are on the right side of the brain and because by placing the opening at that side I want to represent “to move along” “to keep growing and developing”. This opening represents the door to the whole new world, to everything... we just leave the box behind and look outside to find what we want.

CORPORATE IDENTITY

LOGO

CONSTRUCTION All the spacings are optically corrected, as for example the letters “in” are not in the centre of the square to get the correct perception of centre, they need to be a bit on the left side. The unit of measure is the height and the width of the letter “i”, so all the spacings and margins are based on this letter. The logo is divided into 3 equal portions, and each one has the size of the interior square of the symbol. So the logo has a proportional construction.

CLEAR SPACE Give it space. To preserve the integrity and visual impact of the Insait logo, always maintain adequate clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork, or text. The minimum clear space is equivalent to a double width of “i”, but if it’s possible should be the triple.

x = Width of i y = Half height of i

CORPORATE IDENTITY

LOGO

CORPORATE IDENTITY

LOGO

MINIMUM SIZE Too small, not enough. To ensure legibility and brand consistency, the logo must never be reduced any smaller than 20 mm width.

LOCKUP (WEBSITE) The lockup formed by the logo and the website url must be applied always in the same way to get the website adress involved with the logo and create integration. To apply the website under the logo, we keep “x” distance (letter “i” width).

CORPORATE IDENTITY

COLOR

The color black (100% black) is the main color of the brand, as much for its timelessness as for its its strong presence. The logo itself has a meaning, it does not need color, it does not need anything that distracts from its concept. At the same time, black is a neutral color, so it represents the neutrality of the brand to face all kinds of projects and customers and not catalog in a single sector.

The logo must be applied always in its main colour (black). The reversed logo must be applied in white colour when it has to be applied on dark backgrounds.

Although black is the main colour of the brand and its logo, the brand also has a complementary colour palette to give vitality and life to the brand. Pantone 7709C #64B1BC R100 G177 B188 C62 M12 Y27 K0

Pantone 302C #003A5D R0 G58 B93 C100 M71 Y39 K34

CORPORATE IDENTITY

It has been chosen a mixture of cold and warm colours that complement each other, as they are opposites, to achieve a combination of energy, passion and positivity with relaxation, tranquillity and calm character.

If the background in which the logo has to be applied is colored or photographic, the logo will be applied with the color that allows a better readability of it, either the main color or the reversed, as well as any of the complementary colors, but it should never be applied a color which isnâ&#x20AC;&#x2122;t in the color palette of the brand to keep its identity.

CORPORATE IDENTITY

TYPOGRAPHY

The main typography for the brand is “Metropolis” family font, which has a lot of styles to apply depending on the context. The one which applies in the logo is “Metropolis Medium” and it must be applied always in the logo, as it has the same width of the symbol to keep the construction and proportions of the logo.

METROPOLIS BLACK abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890

The following is a guide which explains how to use correctly each version of the typography: Paragraph texts - Metropolis Regular Highlights of paragraph text - Metropolis Medium Titles - Metropolis Black Subtitles - Metropolis Bold Quotes - Metropolis Regular Italic Caption or small complementary texts - Metropolis Light The other versions of the typography can be applied in different complementary elements of highlighted text, as long as the previous variants are maintained as described. You should also take into account the size of the text following a hierarchical visual coherence, so that everything maintains an order and the reader can structure the information correctly. Thus the titles are bigger, followed by the subheadings and highlights, the paragraph texts and the citations and finally the footnotes or small complementary texts.

METROPOLIS EXTRA BOLD abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890 METROPOLIS BOLD abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890

METROPOLIS LIGHT abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890 METROPOLIS EXTRA LIGHT abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890 METROPOLIS THIN abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890

METROPOLIS SEMIBOLD abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890 METROPOLIS MEDIUM abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890 METROPOLIS REGULAR abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 1234567890

PICTOGRAMS !”#$%&’()*+,-./:;<=>?@[\]^_`{|}~¡¢£¥¨¯´¸¿×÷ø ˆˇ˘˙˛˜˝̦–—‘’“”…‰€− ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖØÙÚÛÜÝ ÞßàáâãäåæçèéêëìíîïðñòóôõöùúûüýþÿĀāĂă ąĆćČčĎďĐđĒēĖėĘęĚěĞğĢģĪīĮįİıĶķĹĺĽľŁłŃńņ ŅŇňŌōŐőŒœŔŕŖŗŘřŚśŞşŠšŢţŤťŪūŮůŰűŲ ųŴŵŶŷŸŹźŻżŽžȷẀẁẂẃẄẅẸẹẼẽỳỲ ��

CORPORATE IDENTITY

QR CODES

PICTOGRAMS

QR codes are a tool that facilitates a quick response to the user through the scan of these codes with a smartphone. Different QR codes have been created to make it easier for the user to access the insait website, as well as get contact information or send an email.

The pictogram is an iconic, drawn and non-linguistic sign that represents figuratively, more or less realistically, a real object or meaning, are a quick way of getting the user an idea or concept.

To make these QR codes more identifiable, insait codes are tailored to the brand’s corporate identity, integrating the codes inside the square’s symbol of Insait. Like all other elements of the brand should be applied whenever possible with the corporative colour, the negative version with dark backgrounds or in the complementary colours if necessary. The first code is the one which contains the link to the website and the second is a vcard with all the contact details, so the user can keep the information of their smartphones easily.

Insait’s pictograms follow the graphic line of the brand’s corporate identity, so they are easily identifiable. All symbols apply within the recognisable square of the mark, and try to apply line strokes of the same thickness as the square, as well as apply non-rounded corners and single lines.

CORPORATE IDENTITY

PATTERNS A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Insait patterns have been created through the trademark symbol, reproducing multiple times the square in different positions and sizes, overlapping each other at random, applying with the different colours of the corporate palette and combining them with transparencies, So that a dynamic pattern is created, full of colour and vitality. This generates an element that is part of the corporate identity with fresh and informal air to combine it with the sobriety of the most corporate components of the brand. You can create an infinite number of patterns through the combination of the symbol of the brand, making different compositions can produce very different results. The main pattern has been created, but as long as the proportions of the symbol, corporate colours and recognisable brand identity are maintained, free creativity is allowed to generate new patterns. The pattern can be applied in different communications, as long as it is not used in excess.

CORPORATE IDENTITY

TREATMENT PRINCIPLES

PHOTOGRAPHY

The identity is in the details. Underlying all Insaitâ&#x20AC;&#x2122;s brand expressions is a detailed, well-ordered system of treatments. This unified system of treatments defines the Insait experience. Use accents and effects as complementary devices to elevate the ordinary or to accentuate form and function. For best results, keep it clean and simple.

The photographies used in the different communication media, both the media printed or the web, must represent the values of the brand following the attributes of its corporate identity. They must represent the passion, originality and dynamism, as well as the close treatment with the customers and always explaining a story or a feeling. Using images that follow the graphic line of the brand, the corporate colors should be part of these, as well as the lines and shapes. Always trying to use the least possible elements, use simplicity to focus the readerâ&#x20AC;&#x2122;s attention on the most important point.

CORNERS The corners of different visual elements, such as menus, buttons, icons and other components, should always be applied with right angles and without any bevelling or rounding to maintain the brand identity, all pieces are based on the symbol logo and we want to keep the construction of this to maintain a visual line. SURFACES WIDTH The width of all surfaces as well as buttons, highlighting rectangles, menus and others must maintain the line thickness of the symbol, it will always be applied proportionally in the case of applying it in larger or smaller sizes, in this way the proportions will always be consistent with the brand symbol.

The symbol of the brand can be used to emphasise certain elements of the pictures, as well as the corporative colours. All the pictures should keep the same line of tonalities.

DESIGN APPLICATION

DESIGN IS FOR PEOPLE

DESIGN APPLICATION EXAMPLES In the following pages you can see some examples on how the corporative identity is used in different kind of supports, as stationery, posters, clothing, products, etc. It’s just a quick overview so it’s easier to understand how to use this guidelines correctly and how the brand should look like.

DESIGN APPLICATION

Need templates or support? insaitdisseny@gmail.com