BRANDBOOK
VOL. 1
Content 01 INTRODUCTION 02 NORMATIVITY 03 IDENTITY 04 MORE APPLICATIONS
BRAND MANUAL
The visual identity, raised in this manual, contains basic information about our graphic standards and aims to establish a way simple and understandable graphic concept and provides the rules for correct and uniform application. Everything necessary for the correct application of our brand identity.
01 / Introduction The visual identity manual establishes clear rules for the uniform application of our visual style. Our identity is more than a logo. This is a unique graphic concept made up of different elements that together constitute our distinctive visual style. In order to arrive at an effective and consistent application of our identity, have built a strong brand presence and ensure their reliable recognizability, it is important to follow these guidelines. How to use this manual This brand manual contains visual identity standards for the implementation of identity and visual style to through graphic elements. This manual contains all the necessary information about the brand and the rules for its use. The manual is intended both for the internal use of the brand within the company and manipulation by employees, such as advertising agencies, graphic studios, designers, printers and other partners or providers.
BRAND MANUAL
02 / Normativity 02.1 The symbol 02.2 Wordmark 02.3 Main version 02.4 Alternative version 02.5 Construction grid 02.6 Safe area 02.7 Scalability 02.8 Applications on background 02.9 Applications on a colored background 02.10 Incorrect applications
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02.1 / The Symbol It is a part of our logo that can be used as a graphic element independently, without the normative mark. The symbol must be used as provided in the parent files and may not be altered in any way. Our symbol characterizes the evolution and search for excellence through a circular figure inspired by a coin and the representation of a radar.
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02.2 / Wordmark Is a part of our logo that shows the company name without the symbol. The Wormark or denominative mark uses a typographic signature and does not can be replaced by another source. The wordmark must be used as shown in the manual. The “ESO” typography is custom. “Ventures” font is Montserrat, a geometric sans-serif typeface designed by Argentine graphic designer Julieta Ulanovsky
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02.3 / Main version It is the version that we will use for most applications of brand, present in all materials and communications is the key component and one of the most visible applications of our brand identity. The logo must be applied as it is shown in the manual and should not be altered in any way.
1. Main option.
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02.4 / Alternative version Whenever possible all communication materials must be created using the main logo. In those situations where that the logo is not suitable, the secondary version can be used.
1. Secondary option.
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02.5 / Construction grid The construction grid is used on those occasions when that it is necessary to verify the distances between the elements of the logo (for example when painting a wall). The grid allows us to verify that the logo is visually correct, the logo must always be reproduced and drawn from this grid.
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02.6 / Safe area White space has been set to ensure visibility and impact of the logo. Keeping the white space in the logo and other graphic elements, such as images or other logos, we we ensure that our brand will appear unobstructed and distinctly separate from other graphics elements. The safe area serves so that no element enter the security zone.
Maximum and minimum area
Guides
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Safe Area
02.7 / Scalability The minimum size of reduction is minimum version to which we can reduce our corporate identifier and ensure its readability. When techniques are used poor quality printing screen printing, it is recommended to use the logo in a larger size.
20 mm
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15 mm
02.8 / Applications on background Variations on corporate color backgrounds are the efficient solution when it comes to choose the different media in which our logo can be printed in full color, as possible and as main uses we will use the versions established here. Positive, negative and gray scales. However, we include below series of special combinations for when our brand cannot be printed in full color as merchandising applications.
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02.9 / Applications on a colored background When our logo is placed on a image, on the color background or on a drawing, it is essential that it exists enough contrast between the imagologo and the background. The imagologo must not be placed on distracting backgrounds.
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02.10 / Incorrect applications In general, any use other than that specified in the previous pages of this guide of regulations can be considered as an incorrect use of the logo. In any case, correct uses are not those that include colors other than the corporate ones or their improper combination, use of gradients, effects such as inappropriate shadows or colored backgrounds that do not present an appropriate contrast, then, we show some examples of incorrect uses.
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02.10 / Incorrect applications 1. Color changes to the brand. 2. Change the position of the elements. 3. Use of distortions or malformations. 4. Use of inappropriate colored backgrounds. 5. Application of effects or improper shadows. 6. Change of typography to the logo. 7. Do not expand or condense. 8. Do not intervene the size of any element. 9. Do not reverse the position of the elements. 10. Do not incorporate elements to the logo. 11. Do not rotate the logo. 12. Do not apply the logo on photographic backgrounds that affect the legibility of the mark.
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03.1 / Color palette Main color palette The main color palette is responsible for making recognizable instantly our brand. When applied consistently, our corporate colors, provide a strong visual link our materials and communications, in turn, differentiate our company of our competitors.
ESO Green 343-C 44 95 68
89 39 89 38 #2C5F44
Secondary color palette The secondary color palette will be the responsible for accompanying our mark and add a touch of color and this will only be used in all our clothing and additional products.
Gold 7409 C
Light Green
Corp Grey
Dark Green
424C
3425C
340C
240 180 27
10 145 96
115 116 116
3 89 58
0 25 100 0
90 19 85 5
58 49 49 16
100 38 100 43
#F0B41B
#0A9160
#737474
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#03593A
03.2 / Typography Fonts are a fundamental part of our visual style, it helps to get a look consistent across our materials. The main font must be used for all types of communication printed or digital.
Main Font For our brand we will use Avenir, in it’s versions: Roman, Book, Medium.
Text
Taglines
Titles
Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) BRAND MANUAL
03.3 / Patterns In our visual identification, often, graphics are made up of figures geometric, abstract or pattern repetition, which give a unique touch to our identification, therefore, is important to consistently respect the use of such elements. Then, we will see examples of the repetition modules.
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03.4 / Iconography The icons in our identity, are quick and direct means of communication, the icons must be used consistently without any alteration in various or digital media, such as websites web, presentations, multimedia, signaling.
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03.4 / Iconography Special Firms Applying the brand in digital formats is also a way to apply the mark intelligently, taking into counts the variable formats that they exist as brand containers. 1. APP icon 2. Profile picture in Social Networks. 3. Volumetric application, signs or Featured graphic applications.
1.
ESO VENTURES
2.
3.
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04 / More applications 04.1 Stationery 04.2 Merchandising 04.3 Social Media 04.4 Presentations
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04.1 / Stationery 04.1.1 Business card 04.1.2 Letterhead 03.3 Letter envelope 03.4 Folder
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4.1.1 / Business card Size: 3,5x2,5" Printing Shot: Matte plasticized Logo sectorized varnish Printing Withdrawal: Matte plasticized Logo sectorized varnish
Typography guidelines: Name: Avenir LT Std 65 Medium Position: Avenir LT Std 55 Roman Contact info: Avenir LT Std 55 Roman Social media: Avenir LT Std 55 Roman
Benjamin Wanzo Co-Founder and Partner
ben@eso-ventures.com 510-239-7952 ESO-Ventures
ESO.Ventures
BRAND MANUAL
www.eso-ventures.com
ESO Green 343-C
89 39 89 38
4.1.2 / Letterhead Size: Carta 8,5x11,0" Support: Bond paper 90g Available formats: PDF - Ai
343-C
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3435 C
4.1.3 / Letter envelope Size: 5,118x9,055" Support: Bond paper 110g Available formats: PDF - Ai
343-C
BUILD WHERE YOU ARE www.eso-ventures.com
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4.1.4 / Folder Size: 11,417x9,055" Support: Couché 250g Available formats: PDF - Ai
343-C
BUILD WHERE YOU ARE
www.eso-ventures.com
ESO.Ventures
www.eso-ventures.com
www.eso-ventures.com
BUILD WHERE YOU ARE
ESO-Ventures
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4.2 / Merchandising Always support the brand with top quality materials that help us convey the message. let's think always in surprising our community, in this way they will love the brand.
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4.3 / Social Media The use of people and faces is fundamental, we have to connect with the emotions of the audience through moments, conversations, and actions. In company of a warm narrative. We often must nourish our stock of images.
Mobile
Desktop
Instagram post
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4.4 / Presentations As we see on social media, we have to include people, faces and community/team actions in our covers, on the inside pages we will use the icon of ESO as brand identifier, always on top right.
Cover Example
Internal page example
Traffic by time of the day From october 17, 2021 to April 16,2022.
The darker colors represent the hours with more traffic.
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ESO website
Title - Avenir Medium
Traffic report, April 2022
Tagline - Avenir Roman
BUILD WHERE YOU ARE
ESO-Ventures
ESO.Ventures
www.eso-ventures.com ESO Ventures © 2022 ALL RIGHTS RESERVED. Designed by Manuel Coelho.