V I S UA L I D E N TI TY
B RAN D P L AT FO RM | 2 0 2 0
THEPETRUSSOLUTIONS.COM
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We Are Petrus is passionate about making dreams tangible and unlocking untapped potential — and we believe there is no greater source than in everyday people who carry the spark of invention. We are more than just a cog in the wheel, and we strive to keep each client’s unique goals at the forefront of our decision-making process. We believe invention and product development should be more accessible without sacrificing quality and relationships.
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Table of Contents Introduction
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Objectives
5
Visual Guiding Attributes
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Our Target Audience
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Our Brand
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Our Photography
21
Our Social Media
29
In Application
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Introduction
The Brand Platform is both an end and a beginning. It is the end of a collaborative process of research, analysis, ideation, and design. However, it is the beginning of a new direction for Petrus — one that is more focused, informed, and strategic. A legacy of trustworthiness and honesty has defined Petrus, but critical improvements in the brand will strengthen its connection with past clients and also win new ones looking for the collaborative experiences only Petrus can offer.
PURPOSE
The purpose of this document is to provide structure, guidance, and consistency for all client experiences and communications that come from Petrus—in person, on the phone, and online. Furthermore, it provides a clear, common understanding of Petrus’ purpose and how to employ that purpose to improve the business. This document serves as the foundation of the Petrus brand and its corresponding facets and is meant to guide all future branding and marketing decisions. NOTE TO PETRUS
This document consists of materials that can be applied today, as well as other collateral and guidelines that will help take Petrus to the next level. Pay close attention to the logo, color usage, typography, and social media guidelines, as those are all implementable and will be helpful in marketing Petrus and promoting the company and brand online. Keep the other guidelines and recommendations in mind to help grow the business in the future.
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Objectives BRAND STRATEGY
Codify and build consensus on Petrus’ brand: mission, vision, purpose, positioning, promise, pillars, personality and values.
Clarify and capture Petrus’ brand voice, which includes its character/ persona, tone, language, and purpose. Understand and record the Petrus brand attributes and recommendations. DESIGN
Provide an actionable purpose that guides design, copy, and photographic style.
Shape the brand’s “voice and tone” in collaboration with Petrus so that “look and feel” fits expectations and directives. Translate collective research findings into a standard brand platform template for designers. (see Petrus Research Report)
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Visual Guiding Attributes
These Visual Guiding Attributes summarize Petrus’ approach to design and photography. They should always be used to inform and evaluate any print, web, or advertising pieces. However, all three of these characteristics cannot always be present in every brand visual. If there’s ever a conflict with any attribute, the visual should be reevaluated.
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Visual Guiding Attributes
The Petrus brand visuals are:
GENUINE + INVENTIVE + STORYTELLING
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Our Target Audience
THE DIY’ER •
Wants to protect their idea “baby”
•
Needs help but doesn’t know how to ask for it
•
• • • • • • • • • •
• •
•
Has a fear of being ripped off Wants to be successful
Wants their time to be valued Wants to feel appreciated
Wants to work in a collaborative environment
Wants to be involved in the process
Feels defeated when asking for help Values their family
Wants to solve problems and fix things themselves Wants to complete their goals for a good price
Wants to do it them self if it’s too expensive to pay someone else to do it
Wants to work efficiently and quickly Has held onto their idea for years and wants to take their time putting it in the right hands Wants a healthy businessclient relationship
THE GO-GETTER •
Wants to use his experience
•
Wants to do big things, but doesn’t necessarily have the money
•
• • • • • • • • •
Understands the cost of taking things to the next level
Understands the value of working with a smaller company Lack of expertise in product development
Wants to utilize other’s skills rather than wasting time trying to do it all Wants to get the product on the market as quick as possible Values time and values money
Wants to accomplish their goals Wants to better them self
Wants to be at the top of the game Wants to continually challenge them self
OUR BRAN D & LO GO The Petrus brand encapsulates that “gut feeling” one has when Petrus comes to mind: trusted, hardworking, solid, and reliable. It’s the personality of the business — and honestly, it’s a friend we would all like to have. The Petrus logo is the graphic representation of our company — communicating our remarkable integrity, authentic partnership, and unexpected value. It identifies us to the world, displaying an image that is strong, inspiring, and foundational. The size and color, along with the spatial proportions of our identity, are predetermined. They should not be altered for any reason.
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Our Brand Vision
The ultimate goal of the brand
“To become a leading resource for inventors and dreamers alike.”
Mission
How the brand will achieve that goal
To foster untapped potential, one design and relationship at a time.
Purpose
The difference you are trying to make in the world
A spark of momentum for the everyday inventor.
Positioning
Defining point of difference; helps guide key marketing and operating decisions that affect customer perception of your brand “An inventor’s trusted friend”
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Our Brand Promise
Primary value delivered to clients Where Ideas Ignite
Pillars
Powerful themes deriving from the brand’s core strengths • • • •
More Than One Step in the Process Add Value and Relationship to the Process Excellent Quality
Legacy of Value (both to clients’ design, and the client themselves)
Personality
Character of the brand defined in human terms •
Caring (warm, kind, full of goodwill)
•
Friendly (welcoming, polite, affable)
• • • • • • • •
Genuine (real, sincere, authentic)
Reliable (trusted, dependable, competent) Familiar (easy, comfortable, convenient)
Rare (extraordinary, uncommon, unique)
Attentive (conscientious, attention-to-detail, thoughtful) Independent (one-of-a-kind, self-reliant, resourceful) Resilience (grit, determination, fortitude)
Personal (collaborative, helpful, synergetic)
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Our Brand Voice
A brand expresses its personality through its Brand Voice. Simply put, it’s how the brand would sound if it were a person you met at a party, a conference, or on an airplane. The Brand Voice is more than just words; it’s the attitude, character, and persona of your communication. And to be effective, it must always be authentic and consistent. An authentic, consistent Brand Voice: • • • •
Supports the Brand Purpose and Promise
Helps people identify and tune into messages Helps engage people on an emotional level Builds credibility
Character/Persona
Who our brand sounds like: •
Hard-working
•
Visionary
• • • •
Welcoming Caring Kind
Intentional
For Example: The Petrus character is rooted in the everyday man; hardworking, capable, and successful; entrepreneurial yet never cutting any corners; neighborly, kind, thoughtful, and proud of all things local; independent, self-reliant, and resourceful; full of substance, honor, and always trying to do the right thing.
Tone
How we approach communication: •
Positive
•
Approachable
• • • •
Thoughtful Gracious Friendly
Considerate
For Example: Petrus is personable, but not casual. High-quality, but not fancy. Goes above and beyond, but is humble.
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Our Brand Language
What kinds of words and writing styles we use •
Earnest
•
Deferential
• • • •
Pragmatic Engaging Tangible
Storytelling
For Example: Audiences will lose trust in the Petrus brand credibility if the photographic and design elements on the website are tangible, authentic, and amiable but the language in the copy is abstract, proper, and formal. It is paramount that the language used matches the Brand Voice and Tone.
Purpose
Why we are writing the message in the first place •
Engage
•
Convert
• • • •
Inform Excite
Remind Serve
For Example: Petrus may try to inform and serve their audience by providing information or resources, rather than offering half-off coupons or overt sales tactics.
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Our Brand Attributes
The core values that define the nature and essence of the brand What it is • • • • • • • • • • • •
Comfort Trusted
Attentive Service
Everyone Belongs Memorable
Personalized Proactive Social
Friendly/Neighborly Self-Sufficient Collaborative
“Family Business”
What it isn’t •
Stuffy
•
Transactional Service
• • • • • • • •
Stressful
Exclusive
Excessive
Antisocial
Cold/Aloof
Incompetent/Inefficient Solitary
“Sole Proprietorship”
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Our Logo
TWO-COLOR
REVERSED
BLACK AND WHITE
SECONDARY
This is the primary mark for the company. This two-color option uses two core colors as outlined on page 17. Do not vary the placement of the color when using this color logo. Care should be taken not to use this version in very small applications where it is hard to maintain the smallest thin lines and spaces.
Use this version of the logo when printing for black and white or when using against a background that uses Ignition Blue or Petrus Teal as the color. Do not vary the placement of the color when using this color logo. Care should be taken not to use this version in very small applications where it is hard to maintain the smallest thin lines and spaces.
The reversed logo is designed to work best as white reversed out of a color, but may be printed as Pantone 11-0601 TCX Bright White on Pantone 6 C Black. Pantone Black is the primary choice for reversing the logo.
The Secondary Logo should be used as little as possible, and only when the stacked Primary Mark (left) is necessary but will be compromised due to a narrow height (i.e. pen logo, architecture, publications, etc.).
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Our Logo CLEAR SPACE
Always allow a perimeter of clear space when the logo is used in application. Use the “P” from the logo as a guide to determine the minimum clear space in application.
SIZE ½”
The minimum size allowed for a postcard or similarly sized publication is ½-inch tall for both logos. As the publication size increases, the minimum size of the logo should increase proportionally. For example, it would be inappropriate for the logo to be reproduced at ½-inch on a four-foot banner.
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Our Colors As a secondary communicator, color defines a strong emotional connection to the brand. Iconic palettes strengthen the flexibility of a brand while still working within a set of constraints. With great care, these colors have been selected to embody the Petrus aesthetic. This palette is classic and sophisticated, yet warm and approachable. This embodies the balance of unity and uniqueness in each client relationship with Petrus.
These are the primary Petrus colors. They are designed to complement one another, and when used in combination, to constitute the color signature of the company. PANTONE 7540 C
IGNITION BLUE
CMYK 97 0 50 46 RGB 1 53 71 HEX/HTML 01232F PANTONE 2213 C
PETRUS TEAL
CMYK 84 47 46 18 RGB 44 102 112 HEX/HTML 2C6670 PANTONE 7414 C
RUSTED ORANGE
CMYK 20 65 100 7 RGB 192 107 19 HEX/HTML CO6B13
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Our Colors These are the secondary Petrus colors. They are designed to complement Petrus’ primary color pallette, and when used in combination, to enhance and highlight the company colors. PANTONE 6 C
BLACK COAL
CMYK 75 68 67 90 RGB 0 0 0 HEX/HTML 000000 PANTONE 11-0601 TCX BRIGHT WHITE
WHITE EMBER
CMYK 0 0 0 0 RGB 255 255 255 HEX/HTML FFFFFF
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Our Typography Typography carries subtle yet vital visual impact. Each font selected helps give a consistent expression of the brand voice, but provides enough variety to keep the brand interesting. Effra is a free and web-safe font and can be used to publish on Petrus’ website with the following code:
PRIMARY
Petrus’ primary typeface, Effra, is a modern sans serif typeface with approachable character and legibility. It is used in headers as well as body copy.
EFFRA BOLD
font-family: effra, sans-serif;
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
font-style: normal;
EFFRA BOLD ITALIC
EFFRA
font-weight: 300;
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 EFFRA LIGHT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 EFFRA LIGHT ITALIC
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 CLICK HERE FOR
MORE INFORMATION ABOUT EFFRA
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Our Typography Proforma is a free and web-safe font and can be used to publish on Petrus’ website with the following code: PROFORMA
font-family: proforma, serif; font-style: normal; font-weight: 200;
SECONDARY
Petrus’ secondary typeface, Proforma, was designed with old-style structure, offering essential copyfit and legibility. This typeface can be used for variation in body copy, testimonial/quote copy, etc.
PROFORMA BOLD
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 PROFORMA BOOK
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 PROFORMA BOOK ITALIC
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
CLICK HERE FOR
MORE INFORMATION ABOUT PROFORMA
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OUR P HOTOGRAPHY Photography is one of the primary ways Petrus visuals connect emotionally with our audience. It carries significant visual weight, and great care should be taken to keep the overall feeling, art direction, lighting and composition in line with Petrus’ visual attributes.
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Angle IS FLUID
Horizontal and vertical lines should run straight, however Petrus photography should appear like a snap of a captured moment. Angles that feel too perfect or composed are discouraged. IS SIMPLE
Strong imagery often has a distinct focal point. It’s best not to clutter the background or surrounding edges with extra elements that can distract the focus.
Composition IS GRAPHIC
Graphic compositions are compositions that may be centered, may use the Rule of Thirds leaving a nice visual pause to the side or above the main element, or may make use of repetition and pattern, or may be very tightly cropped in.
SEE PHOTOGRAPHY EXAMPLES ON PAGE 24
Lighting IS FROM A HIGH OR SIDE SOURCE
The most flattering and natural angle for light is typically from 45 degrees above and 45 degrees to the side of the subject. IS MEDIUM TO HIGH KEY
All imagery should feel bright and cheerful rather than moody and low key. However, being too high key will wash out and feel unnatural.
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Aesthetic IS CLASSIC
Petrus desires imagery that appeals to a wide audience and will stand the test of time. Skew toward styles and accessories that are not trendy or overly flashy. IS APPROACHABLE
Make sure the style feels attainable and relatable to the audience. IS SIMPLE
While it’s fun to be playful, make sure to stay away from busy. Keep a focal point or piece, and balance other elements around it.
Color IS NEUTRAL AND BRIGHT
Color should not be too dark or too moody. IS NATURAL
Color in photos should not be exaggerated and overly saturated. IS SIMPLE & INTENTIONAL
Typically, it is best to keep to a limited color palette in images, using 2-3 main colors.
SEE PHOTOGRAPHY EXAMPLES ON PAGE 24
People ARE ASPIRATIONAL & APPROACHABLE
When using images with people, make sure they feel like someone the audience would aspire to be like, as well as someone they would want to be friends with. Focus on bright smiles, and people who are comfortable and expressive in front of the camera. ARE DIVERSE
In order to communicate Petrus’ universal appeal, capture images with people in diverse ethnicities and generations.
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Photography Sizes INSTAGRAM •
Square Photo: 1080 x 1080px
•
Portrait Photo: 1080 x 1350px
• • • • • •
Landscape Photo: 1080 x 608px Instagram Stories: 1080 x 1920px IGTV Cover Photo: 420 x 654px Instagram Square Video: 1080 x 1080px Instagram Landscape Video: 1080 x 608px
Instagram Portrait Video: 1080 x 1350px
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Photography Sizes FACEBOOK •
Photo: 940 x 788px
•
On a phone the cover photo will be trimmed 24px on both top and bottom and 90px on both sides each
•
• • • • •
Cover Photo: 1640 x 720px
Single Timeline Photo: 500 x 750px
Horizontal Timeline Photo: Scaled to 500px Linked Post: 1200 x 630px
Profile Pic: 172px diameter
Profile Pic Timeline: 40 x 40px
FACEBOOK MULTIPLE IMAGES •
2 images both horizontal Landscape: 500 x 249px (both)
•
2 images square: 249 x 250px (both)
• • • • • • •
2 images both vertical: 249 x 500px (both) 3 images horizontal primary image 500 x 249px (primary)
249 x 249px (other two)
3 images vertical primary image 249 x 500px (primary) 249 x 249px (others)
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Photography Sizes FACEBOOK 3 IMAGES SQUARE •
166 x 167px (primary)
•
4 images horizontal (primary)
• • • •
165 x 167px (others)
500 x 333px (primary) 166 x 165px (2nd)
165 x 165px (others)
FACEBOOK 4 IMAGES WITH VERTICAL PRIMARY •
333 x 50px (primary)
•
165 x 165px
• •
165 x 166px 165 x 165px
FACEBOOK 4 IMAGES SQUARE PRIMARY •
249 x 249px (all)
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Photography Sizes TWITTER •
Photo: 1200 x 675px or 1200 x 628px
PINTEREST • •
Regular Photo: 600 x 900px Tall Photo: 600 x 1260px
LINKEDIN •
Photo: 1400 x 800px or 1200 x 627px
WEB HOMEPAGE HEADER •
1024 x 768 or 1100px or wider
OUR SOCIAL ME D I A These guidelines are a tool to for Petrus to use on social media platforms. This guide should be used a reference for best practices.
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Our Goals
Encourage followers to comment with captions that ask questions.
Speak about Petrus’ defining point of difference, value, and trustworthiness.
E N G AG E M E N T
CO N VE RS I O N
AWA R E N E SS
Speak about Petrus’ defining point of difference, value, and trustworthiness.
I N S P I R AT I O N
Share work of other product designers who inspire Petrus, and/or design tips/tricks.
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Our Tone
SU P P O RT I V E
+
I N N OVAT I VE
+
RE LEVA NT
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Organic Audience LOCATION
AGE RANGE
SALT LAKE CITY
30
GENDER
20%
DALLAS
FE MAL E
80% MAL E
DENVER
AUSTIN
65
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Areas of Expertise
1 2 3 4 5 6
LO CA L EXCLU S I VI T Y
EN GI N EER I N G
3 D M O D EL I N G + PR I N T I N G
PRO D U C T D EVELO PM EN T
I N VEN T I O N
CU LT U R E
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Photography
1 2 3 4
PRO D U C T D EVELO PM EN T photos of current, new, and past projects Petrus has worked on or been involved with
PRO D U C T D ES I GN ERS photos of new projects created by fellow product designers that Petrus admires or supports
PRO CES S photos of the design process, anywhere from ideation to completion, within the Petrus company
CU LT U R E photos of the petrus team working together, team-building, or at events involved with product development
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Product Development DO • • • •
Use images with a simple or solid color background
Make the product the hero of the image in the composition
Take the photo from either directly above the product or at a 90º angle
Use vibrant saturation and contrast
DON’T •
Post images with a busy background
•
Post images that are out of focus
•
•
Use images with a messy environment
Use images with muted color or a lack of differentiation between objects
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Product Designers DO • • •
Use images with a simple or solid color background
Use images where the product is the hero of the image in the composition
Use photos that are new and relevant to the current culture in product design
DON’T • • •
Post images without crediting the original designer
Use product images that are a competitor to current Petrus clients
Use product images that Petrus is not capable of creating themselves (i.e. soft goods)
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Process DO • • •
Use images with clean sketches or diagrams
Stick to grayscale renderings, giving the image a process look/feel Show multiple angles and options
DON’T •
Use images with smudged paper
•
Use process images that lack hierarchy in highlighting the product you have/are currently developing
•
Post without context; talk about the product in the caption
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Culture DO • • •
Post images when attending events, seminars, meetings, etc.
Use images where employees are the main focus in the composition Post images that depict the company in an accurate way (see page 22, 23)
DON’T • • •
Use images that are blurry or pixelated
Post images that feel visually offbrand
Post images without the employee’s permission
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Captions DO •
Use proper grammar
•
Be informative
• •
Be consistent
Use understandable terms/language (refer to brand personality and voice for inspiration, page 11, 12).
DON’T •
Use slang language
•
Use technical jargon
• •
Use uncommon terms/language Be irrelevant to the content
IN AP P LICATION The following examples show what the Petrus brand should look and feel like on the web, business card, letterhead, etc. These are offered as a guide for Petrus to create similar elements whether for digital or print.
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Our Landing Page O U R CLI E N TS
O U R C U LT U R E
OUR STORY
We Bring Your Inspiration to Life. L E A R N H OW
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Our Stationary
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Thank you.