EMBO Visual Brand Guidelines by Pauline Capote

Visual Brand Guidelines For the usage and reproduction of the EMBO logo, identity system, and print and web applications.

EMBO // Visual Brand Guidelines

1.0 Introduction

3.0 Graphic system

Background

Typography

Supporting elements

1.01

Project overview

3.01

Typeface + features

3.06

Iconography

1.02

Theme

3.02

Type hierarchy

3.07

White space

Target audience

Key adjectives

Photography

Brand comparison

3.03

Primary style

3.04

Secondary style

3.05

Background

1.03

2.0 Visual identity Logo

4.0 Applications Colour

Website

2.01

Logo improvements

2.06

Primary colours

2.02

Primary logo

2.07

Secondary colours

2.03

Secondary logo

2.08

Tertiary colours

2.04

Single colour logo

2.09

Grayscale

4.02

Stationery package

2.05

Clear space

2.10

Usage

4.03

Brand swag

4.04

PowerPoint template

EMBO // Visual Brand Guidelines

4.01

Miscellaneous

Overview

4.05

EMBO Encounters

Corporate branding

EMBO // Visual Brand Guidelines

1.0 1.0

Introduction

1.0

Background 1.01 Project overview The purpose of the EMBO corporate design refresh is to re-establish a consistent, recognizable, and current style that complements EMBO’s mission. This document shall be used as a guide to reinforce the new visual style.

1.02 Theme To stay consistent with EMBO’s mission, the visual style must follow a particular theme that can be identifiable throughout all branded applications. The theme is supported by key adjectives that should appeal to our target audience.

Introduc EMBO // Visual Brand Guidelines

Introduction > Background

Target audience

Key adjectives

What we aren’t

Life Science Community

Expert

Bossy

EMBO Members

Approachable

Pretentious

General public

International

Imposing

Ambitious

Bureaucratic

Prestigious

Principled

Connected

Stuffy Moodboard

EMBO // Visual Brand Guidelines

1.0

Introduction > Background

1.0

Introduction > Background

1.03 Brand Comparison It is important to visually compare our brand to those at a similar caliber. We must find a balance between fitting in and standing out. In order to do so, we investigate logos, fonts, colours, and graphic styles applied.

VARIOUS ACADEMIC LOGOS

MOSTLY BLUE / BLACK

Note that there are a lot of similar brands that fall between the black to blue colour spectrum with few in green and a slightly greater number in red.

EMBO // Visual Brand Guidelines

1.0

Introduction > Background

EMBO // Visual Brand Guidelines

1.0

Introduction > Background

EMBO // Visual Brand Guidelines

1.0

Introduction > Background

EMBO // Visual Brand Guidelines

1.0

Introduction > Background

EMBO // Visual Brand Guidelines

2.0

Visual identity

2.0

Logo 2.01 Logo improvements Our logo identifies us to the world so it’s important that it confidently represents us on all of our marketing materials. We decided to refresh our previous logo, rather than a complete rebrand because we aren’t changing our core values. Instead, we want to appeal to a more modern audience while still being identifiable and keeping in mind the main ideas in our theme.

Visual identity

Previous logo

New logo

• Helvetica is an overused typeface without

• Uses Gotham, a modern and

unique features • The plasmid is too large in size and thin in weight compared to the word EMBO • Parts of the backbone get too thin at smaller sizes • Colours are difficult to work with because they clash and vibrate with certain background colours • The logo has been around for a long time unchanged

EMBO // Visual Brand Guidelines

Visual identity > Logo

approachable font • The weight of the plasmid is proportional the weight of the letterforms • The plasmids less dramatic transition from thick to thin is still dynamic yet legible • Colours are flexible and easy to work with on both dark and light backgrounds • It is a cleaner look with an overall more balanced finish

EMBO // Visual Brand Guidelines

2.0

Visual Identity > Logo

2.0

Visual identity > Logo

2.02 Primary logo

2.03 Secondary logo

In most instances, the primary logo below is what will be used. Use it for full-colour applications, on important documents, and wherever EMBO needs to make a statement. It works best when there is a high contrast background so it is legible and prominent.

We have an alternate logo when we can’t use our primary logo. This may be for example because we are limited with how many colours we can use due to print restrictions, or we are applying it to another brand’s marketing materials where they have strict rules on how they would like to display it.

Positive logo

• Used on white or light coloured

backgrounds with high contrast

backgrounds with high contrast • Colour codes:

• Colour codes:

Hex: 222222

Hex: f5ac00

RGB: 34, 34, 34

RGB: 245, 172, 0

CMYK: 72, 66, 74, 72

CMYK: TBD

45% transparency

Hex: 222222 RGB: 34, 34, 34 CMYK: 72, 66, 74, 72

Reversed logo

• Used on dark coloured

backgrounds with high contrast

backgrounds with high contrast • Colour codes:

• Colour codes:

Hex: ffffff

Hex: f5ac00

RGB: 255, 255, 255, 255

RGB: 245, 172, 0

CMYK: 0, 0, 0, 0

CMYK: TBD

45% transparency

Hex: ffffff RGB: 255, 255, 255, 255 CMYK: 0, 0, 0, 0

EMBO // Visual Brand Guidelines

2.0

Visual Identity > Logo

2.0

Visual identity > Logo

2.04 Single colour logo

2.05 Clear space

In few cases, such as with screen printing, we may be limited to using only one colour without transparencies. In this scenario, we use the logo below.

We won’t allow typography or other distracting elements invade the space surrounding the logo. The 1.5 X border ensures that the logo maintains visibility and distinction. If text goes directly above or below the logo, optically align with the left edge of the plasmid.

1.5 X

Positive logo • Used on white or light coloured backgrounds with high contrast • Colour codes: Hex: 222222

RGB: 34, 34, 34 CMYK: 72, 66, 74, 72

.5 X wide

Reversed logo • Used on dark coloured backgrounds with high contrast 1.5 X border • Colour codes: Hex: ffffff

• If X is the height of the letter forms from the

RGB: 255, 255, 255, 255

word EMBO, X plus .5 X wide (1.5 X) shall be

CMYK: 0, 0, 0, 0

the border size around the logo. This area shall not be disrupted.

EMBO // Visual Brand Guidelines

2.0

Visual Identity > Colour

2.0

Visual identity > Colour

Colour 2.06 Primary colours

2.07 Secondary colours

The chosen standout primary colour is one that shows passion, happiness, and reliability. It is mentally stimulating, and compels people to think and act. These are the reasons why we find “EMBO yellow” to be a great representation of who we are. Our black is used often in our text, iconography, and backgrounds. There is a strong balance between the two.

When only one colour is applicable, EMBO yellow should most often be used, but there are occasions where more colour is necessary. This may be because there are many categories that require separation. This is where the secondary palette comes in. These colours work well on dark and light backgrounds. When printed, these (along with EMBO yellow) should be vibrant and not washed out.

EMBO yellow

Black

Red

Orange

Green

• Used for: primary logo, rule lines, icon

• Used for: text, backgrounds, iconography,

• Used for: rule lines, icon

accents, photo accents, backgrounds • Colour codes: • Colour codes:

accents, photo accents,

backgrounds

• Colour codes:

Hex: 222222

Hex: f5ac00

RGB: 34, 34, 34, 34

RGB: 245, 172, 0

CMYK: TBD

accents, photo accents,

• Note that it’s best not to use 100% black on both print and web applications. This is a

Hex: d02c17

Hex: e87203

Hex: 80a629

RGB: 208, 44 23

RGB: 232, 114, 3

RGB: 128, 166, 41

CMYK: TBD

slightly lighter black that makes it more comfortable on the eyes against a stark white background

EMBO // Visual Brand Guidelines

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Visual Identity > Colour

2.0

Visual identity > Colour

2.08 Tertiary colours

2.09 Grayscale

Tertiary colours are used in addition to primary and secondary colours when there is a larger number of items to categorize or separate. For example, a pie chart with more than 4 sections or a colour coded list with more than 4 items.

Grayscale plays a large role in the EMBO colour palette. It is used in photography, typography, iconography, and so on. It is important to keep in mind the wide range of usage on the dark to light spectrum. Sometimes high contrast is necessary, and other times it’s better to be more subtle.

Cool green

Blue

Violet

Magenta

Black to white

• Colour codes:

• Used for: backgrounds, typography, iconography, photography

Hex: 009475

Hex: 0096af

Hex: 4e327c

Hex: 992065

RGB: 0, 148, 117

RGB: 0, 150, 175

RGB: 78, 50, 124

RGB: 153, 32, 101

CMYK: TBD

EMBO // Visual Brand Guidelines

2.0

Visual Identity > Colour

2.0

Visual identity > Colour

This is an ordinary headline

• Headline and body in black (or

This is an example of body text. Lorem

• Rule line in colour

white if dark background)

ipsum dolor sit amet, consectetuer adipiscing elit, sed diam.

2.10 Usage With a large colour palette, it is important to know when, where, and how to use it. A good rule of thumb is to use it on its own and sparingly. To maintain consistency, below are examples of how to and not to use it:

This is an ordinary headline

• Headline in colour (unless special

This is an example of body text. Lorem

• Rule line in black

display sized circumstances)

ipsum dolor sit amet, consectetuer adipiscing elit, sed diam.

This is an ordinary headline

• Logo displayed in primary colour

This is an example of body text. Lorem

• Body text in colour • Rule line in black

ipsum dolor sit amet, consectetuer adipiscing elit, sed diam.

This is an example of display text

• Logo displayed in secondary colour

This is an example of display text

• Logo displayed in tertiary colour

This is an example of display text EMBO // Visual Brand Guidelines

• White text on a coloured background • Can be 100% or transparent

• Black text on a coloured background • Can be 100% or transparent

• Coloured text on a coloured background

EMBO // Visual Brand Guidelines

2.0

Visual Identity > Colour

2.0

Visual identity > Colour

• A single photograph with

• A single icon with single colour

complementary accents in one colour

• A single icon with multiple colours

• A single photograph with complementary accents in more

• Any time where the colour for

This is a PowerPoint slide

than one colour

the category is established, all accented items match

This is an icon

• Any time where the colour for the

This is a PowerPoint slide

category is established, but the corresponding accents don’t match

This is an icon

EMBO // Visual Brand Guidelines

3.0

Graphic system

3.0

Graphic system

3.0 EMBO // Visual Brand Guidelines

Graphic system > Typography

Typography 3.01 Typeface + features Our primary typeface is Noto, created by Google. It works well in both print and web applications. It is legible at all sizes, and has a large family that includes serifs and sans serifs. Noto has a large library of foreign characters which is very important as an international organization.

Aa Noto Sans Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890

Aa Noto Serif Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

EMBO // Visual Brand Guidelines

3.0

Graphic system > Typography

Aa Noto Sans Bold

3.0

ABCDEFGHIJKLMN OPQRSTUVWXYZ

Noto Sans

abcdefghijklmno pqrstuvwxyz

Condensed

1234567890

Aa Noto Serif Bold

ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrst uvwxyz 1234567890

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Noto Serif

abcdefghijklmno pqrstuvwxyz

Italics

1234567890

EMBO // Visual Brand Guidelines

Graphic system > Typography

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

EMBO // Visual Brand Guidelines

3.0

Graphic system > Typography

3.0

Graphic system > Photography

Photography 3.02 Type hierarchy

3.03 Primary style

Although the Noto family has such a big library, it is important to note how and when to use each sort. We use a combination of both the Sans Serif and Sans versions but most often we use Sans Bold for headlines and Serif Regular for body text. There are additional use cases that are displayed below.

Photography plays a big role in our system. In the primary form, photos are most often of a person or object closely related to the subject matter and not arbitrary. They should be in black and white, high contrast, and high quality. In Photoshop, use Black and White adjustment, and Brightness and Contrast adjustment to let focal point stand out from the background. If necessary, blur the background to help focus even more. Photos are complemented with coloured geometric shapes and strokes that accentuate aspects of the photo while creating motion and excitement with the rest of the composition. The shapes aren’t restricted by the image, and often overlap the photo and white space. The examples below are from the website but there is still much room for expansion for how to treat them. While sticking to the basic rules, have the freedom and creativity to think outside of the box!

Main header

This is the body copy text. This font provides for easy legibility while feeling smart and contemporary. It is important to consistently use the typefaces listed for their specific duties.

Body text

• Noto Sans Bold • Colour: #222222 or #eeeeee

• Noto Serif Regular • Colour: #222222 or #eeeeee

Note: The coloured portions have a multiply effect

Display text

but the gray scale

Display text

strokes have a

• Noto Sans Bold

normal opacity.

• Colour: Any from the primary, secondary, or grayscale colour palette

THIS IS AN ARTICLE TAG

Web Tag • Noto San Bold, all caps • Colour: #eeeeee • Background: #222222

This is an example of a quote. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh.

EMBO // Visual Brand Guidelines

Quotation • Noto Serif Italics • Colour: #222222 or #eeeeee • Quotes are in icons folder

EMBO // Visual Brand Guidelines

3.0

Graphic system > Photography

EMBO // Visual Brand Guidelines

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Graphic system > Photography

EMBO // Visual Brand Guidelines

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Graphic system > Photography

EMBO // Visual Brand Guidelines

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Graphic system > Photography

EMBO // Visual Brand Guidelines

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Graphic system > Photography

3.0

Graphic system > Photography

3.04 Secondary style Although black and white photography is the primary style, there are scenarios when we need to show them in colour. This may be because it is a scientific image that needs to highlight specific coloured areas. Or it could be an EMBO Encounters issue where an entire document of strictly black and white photos gets too repetitive and boring. It can be broken up by making the feature image in black and white but then the supporting smaller images in color. For colored images, the same rule applies where multiplied layers of geometrics shapes and strokes can be added.

EMBO // Visual Brand Guidelines

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Graphic system > Photography

3.0

Graphic system > Photography

3.05 Background While primary and secondary styled photos take the forefront, background photography is just as necessary. Although our intention is for it to appear more as an accent than a focal point, background imagery helps complete the composition. Our intention is to use scientific microscopic imagery as textural and visual interest. When applicable, it is a great way to relate the design to the subject matter. It’s also an opportunity to include the community and their photographic research.

EMBO // Visual Brand Guidelines

3.0

Graphic system > Typography

3.0

Graphic system > Photography

Supporting elements 3.06 Iconography

3.07 White space

Icons are a useful tool to represent an idea without using words. The icon style we have is one that is very sharp, clean, uniform (even in stroke weight), and sometimes offset with the colour of its respective location. The geometric line work relates to the accents used in the photographic style.

The use of white space (or empty space) is a critical component to giving the EMBO brand the modern, clean, and elegant look it deserves. White space helps the viewer guide their eye rather than bombard it with too much content. It is critical to keep this in mind when designing for both print and web materials.

Offset with colour These are examples from main overview pages of the website, therefor in colour

Offset with white transparency These are examples from a group of icons on the homepage. Rather than offset with colour, the colour is used in the background and they are complemented by a white transparency at 30%

Poster design example This design (taken from the internet), is a great demonstration of using empty space to help group items together and create hierarchy between the sections of information No colour Basic icons displayed at a small size shouldn’t be accented with colour. These are examples that appear next to clickable buttons on the website

EMBO // Visual Brand Guidelines

4.0

Applications

4.0

Applicati ons EMBO // Visual Brand Guidelines

Applications > Website

Website 4.01 Overview The website is redesigned to be user-friendly, navigable, and more current to present day web experiences. The UI element specs are available in a separate document titled “Web_Style_Guide.pdf”.

Homepage

EMBO // Visual Brand Guidelines

4.0

Applications > Website

4.0

Funding overview page

News listing page

Postdoctoral Fellowships detail page

Research and policy affairs overview page

EMBO // Visual Brand Guidelines

Applications > Website

EMBO // Visual Brand Guidelines

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Applications > Corporate branding

4.0

Applications > Corporate branding

Corporate branding 4.02 Stationery package

4.03 Brand swag

The stationery package shall be used as a template for all staff for communication purposes. *To be produced still*

These items are meant to be given to staff and the community. They shall be a proud representation of EMBO and the new style.

Letterhead Business card (front)

Business card (back)

Envelope

EMBO // Visual Brand Guidelines

4.0

Applications > Corporate branding

4.0

Applications > Miscellaneous

Miscellaneous 4.03 PowerPoint template

4.02 EMBO Encounters

The PowerPoint template includes a large assortment of slide types for staff to edit and stay consistent to the EMBO brand. Below are initial ideas, but the final version is to be produced still.

The Encounters publication will be released multiple times annually. Depending on the new needs, this template can change. These are conceptual ideas created in the testing phase of the brand refresh.

Cover options • Background colours to rotate between light and dark • Highlight colours to rotate through primary and secondary colour palette

Inside spreads • Strong focus on use of white space • Use colours to separate sections

EMBO // Visual Brand Guidelines