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PRELIMINARY STYLE GUIDE 2016
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PRELIMINARY STYLE GUIDE
The Arifu style guide is a visual guide that communicates the heart of our work and our identity. This guide outlines the visual and graphic elements that comprise our brand.
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OVERVIEW What is a brand?
Consistency is everything
A brand is a shorthand representationoften communicated in a single word or symbol—of everything a company is, does and stands for. That representation can be seen most clearly in promotional messages and in the quality of the customer’s experience in buying, using and servicing a branded product.
Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior. That approach is based on the understanding that every choice and every decision—not advertising or collateral alone—communicates something to someone about the Arifu brand.
But the brand’s representation communicates other, less obvious aspects of the brand that are just as important. A clear promise, for example, that is important and memorable to customers. A distinctive, recognizable personality that is inseparable from the brand itself, informing not only advertising and communications but behavior as well.
reinforce the brand’s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference. Promotional money works twice as hard, serving short-term sales goals as well as longer-term objectives for the brand.
When the brand’s messages are developed ad hoc, focused solely on the needs of the moment, they have no lasting impact and represent a shortsightedness. But when messages are delivered within a consistent framework and 3
PRELIMINARY STYLE GUIDE
OUR BRAND ARIFU is an adaptive learning platform for the world’s least served people to access the information they need from the organizations they trust. Individuals seeking to grow their livelihood and improve their quality of life use Arifu Learner Accounts over SMS and the Web to acquire new skills and discover innovative products and services offered by our partners. Organizations in fast growing markets use Arifu Partner Accounts to engage, educate, and collect insights on the underserved customers, suppliers, distributors, and retailers across their global value chains. 4 PRELIMINARY STYLE GUIDE
OUR LOGO Our logo is one of the most important elements of our visual identity and must be used on any corporate communication. Our logo is the main way we identify ourselves and it is important that it always appears in the same way; it must not be redrawn or altered in any way. Always reproduce it from the master artwork supplied.
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CURRENT LOGO
REFINED LOGO
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PRELIMINARY STYLE GUIDE
A REFINEMENT ON THE ARIFU LOGO It draws from the previous logo but aligns the elements on the logo and tweaks the wordmark. The wordmark is derived from Helvetica typeface, with the edges rounded to give a friendlier logo. The letters have been kerned individually for optimum spacing.
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LO G O VA R I A N T S
This is the main logo and should be used on most print collateral as well as online. It works best against white or light shades, and can be used against a multitude of other colors.
This is the main logo with the brand’s tagline, “knowledge is freedom”. Like the above it should be used on predominantly light backgrounds where the marketing material is large enough for the tagline to be legible.
This is the reversed (negative) logo for use on dark backgrounds as illustrated.
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PRELIMINARY STYLE GUIDE
COLOUR AND TYPOGRAPHY C O L O R is a non-verbal mode of communication that instantly sets a mood, conveys emotion, invokes a physiological reaction and inspires people to take action. T Y P O G R A P H Y is often said to be doing the task of non-verbal cues, quite common in one-to-one conversations. For example: Our tone of voice and physical habits like gestures, hand signals, eye-contact, etc. add up to what we are saying. Since this is not possible on the web or in print, typography is a unique way of conveying similar expressions.
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PRELIMINARY STYLE GUIDE
P R I M A RY CO LO R PA L E T T E DARK BLUE
HEX: #203654 RGB: 032, 055, 084 CMYK: 93, 78, 42, 35
SKY BLUE
HEX: #51A1D3 RGB: 081, 161, 211 CMYK: 65, 23, 03, 00
TA N G E R I N E
HEX: #f4AC53 RGB: 244, 172, 083 CMYK: 03, 36, 77, 00
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T Y P O G R A P H Y TYP OG R AP HY IS T HE B A CKB O NE O F DESIGN . GET TIN G IT R IG HT IS PAR AMO UN T.
Typefaces, Style
Typefaces, Print
Typefaces, Web
Text for correspondance and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalisazation should never be used for body text, but is acceptable for heading. Tracking for body text should be set to 50
Our corporate typeface is Gotham Rounded. This full font family comes in a range of weights to suit a multitude of purposes. It was optimised for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.
When technology allows for it, Ubuntu should be used in any web applications. The default fall-back corporate font is Arial which should be utilised to ensure acceptable degradation when Ubuntu in unavailable.
Gotham Rounded
Aa
Aa
Aa
ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz
Ubuntu
Arial
(.,:;?!$&@*) 0123456789 11 PRELIMINARY STYLE GUIDE
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