BRAND GUIDELINES 2020
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Stormwell Consulting Our brand is more than the Stormwell name and logo. It’s our values and our reputation. This design and messaging guidelines will help you ensure all brand experessions look, feel and sound. Staying true to this identity and communicating consistently across the entire Stormwell Consulting experience makes it easier to build trust and forge an authentic connection with our audiences.
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Architecture The lettering is created using the Stormwell typeface, and the big S is the first letter of Stormwell. T H E LO GO SHO U LD BE ALWAYS PRODUCED F ROM T H E MAST E R ART WO RK . Use the complete logo. The only time you should use the symbol alone is on the Stormwell website or social media channels where
Logo
there are other elements to help the user recognise the brand. The logo is a graphic comprised of the wordmark (logotype) and figurative mark (symbol). T H E LO GO CAN ALSO BE ACCOMPANIED BY A SLOGAN.
Symbol
Logo type
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Legibility An exclusion zone around the logo has been created to protect its integrity and make sure the logo is easy to read.
Minimum size online
Minimum size offline
The height of the “e” of the logo is taken as a guide to define the exclusion zone.
100px
27mm
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B RA N D G U I DE LI NES - 2 0 2 0 Positive version
Negative brand color version
Positive & Negative The ďŹ gurative mark must remain yellow in positive and negative versions of the logo.
Negative muticolor version
This ensures the logo is recognisable. The wordmark varies between gredient color and white depending on its application. The grayscale and the monocromatic version have been speciďŹ cally designed to meet some speciďŹ c printing requirements. They should not be used in other circumstances.
Positive grayscale version
Negative grayscale version
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Don'ts It is not allowed to alter the structure, colour, proportions, elements or the direction of the logo.
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Background Images Use the main (positive) version on light backgrounds. Use the negative version on dark backgrounds which do not contrast with the blue part of the logo. If the background picture is too complex, and it is difďŹ cult to read the logo, we strongly recommended using a different image. Use a solid corporate colour label behind the logo if there is no other option..
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B RA N D G U I DE LI NES - 2 0 2 0 Video mark on a video with starting and closing
Video Mark The eDreams symbol or logo is applied to the top right-hand corner of all videos. It can be applied in colour or in negative, depending on the video requirements. Videos with opening and closing animations should have the eDreams symbol in the top left-hand corner. Independent videos or video cuts without the opening and closing sequences need the complete eDreams logo. These rules are exible in order to adapt the video to the different platforms.
Key element on an independent video (without starting and closing)
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Favicon and App icon The Stormwell favicon graphic is linked with the Stormwell website. It is a smaller representation of the brand for the browser and for the mobile interfaces. Take into account that the favicon is not the brand logo and should never replace the logo. It can be used as 32x32px.
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Visual Identity Elements such as the colour palette, typography and iconography help to build a consistent brand environment. These elements help customers recognise our brand even if the logo is not present.
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Primary Colours
Brand Gradient (450)
Red scarlet (#ea2529)
Yellow fire (#fbb03a)
Black slab (#1d1d1d)
Midnight Blue (#10112e)
Grey (#1d1d1d)
Stormwell Gradient color(450), Red scarlet (ea2529), Yellow fire (fbb03a) and Black slab (1d1d1d) is the main colour of the Stormwell so it has the strongest presence on our brand. M I DN I G HT BLU E I S THE BACKGROUND COLOR O N LY FO R G RADI E NT CO LOR . STO RM W E LL G REY CO NTRASTS THE COOL CO R PO RATE CO LO U RS, ADDING WAR MTH. Stormwell White balances the other colours and gives space to the elements.
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Black
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ExtraBold
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Bold
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Typography Font Name: Muli
Medium
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Regular
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Light
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ExtraLight
Lots of entrepreneurs waste time and money when developing their mobile-apps and web-platforms.
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Selection criteria Choose technology and technology images, with no retouching, effects, added objects or strident colours. The images should be inspiring and clean, with few visual elements. Try to choose a picture which features the corporate colours where possible. Choose the best image: 1. Does it feel technology? 2. Is it inspiring? 3. Do the actions of the people seem technology? 4. Does it show less than 6 people? 5. Does it feel unique? (not a stock photo) If you answered “yes� to all these questions, then you can use the picture.
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Do you have any confusion? Let’s talk
help@stormwell.com