VISUALSTANDARDSGUIDE A SECOND WIND FOR START-UPS
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TABLE OF CONTENTS Overview
4
Our Inspiration
5
Brand Mark
6
Logo Variations
9
Spacing & isolation
10
Applications
11
Typography
12
Colour Palette
15
Contacts
16
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INTRODUCTION The Mark Introducing the StartMesh identity. The public face of StartMesh is its identity and its visual communication program.
The StartMesh identity program as represented by the new identity contained in this Visual Standards Manual, is a valuable asset.
A complete and consistent identity and visual communication program ensures clarity of message and will enable StartMesh to establish, grow and maintain its already strong presence and reputation in the business community.
This Visual Standards Manual is intended as a reference point for application of the new identity and the various elements that comprise the identity and extended collateral. The Manual provides comprehensive guide-lines and instructions that illustrate the correct use and application that can be translated to a wide variety of scenarios.
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OVERVIEW The Mark
StartMesh
The Startmesh identity has been carefully considered and designed to reflect the broad offering provided across the 6 core verticals identified by the Startmesh Co-founders.
The StartMesh comprises of 6 core verticals:
ENTREPRENEURS INVESTORS CORPORATIONS EDUCATION PARTNERS INCUBATION LABS
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LOGO INSPIRATION Our Inspiration The StartMesh Logo: A global mesh network represents the vertical markets we serve and the global network of partners, advisers and expert collaborators that comprise the StartMesh Team.
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BRAND MARKS fig. 1 - StartMesh Primary Logo Mark - Regular Size standard [ Global Mesh Icon - Cool Grey 4 ]
Primary Logo Mark REGULAR STANDARD 3 versions of the StartMesh Logo Mark have been created to ensure accurate reproduction of the StartMesh Logo Mark keylines at different sizes and applications.
fig. 2 - StartMesh Primary Logo Mark - Regular Size standard [ Global Mesh Icon - Cool Grey 7 ]
The StartMesh Standard logo has been specifically designed for use at minimum 136 mm wide as indicated. For other applications please refer to the contact section of this manual on page 16
136 mm @ 100% scaling
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BRAND MARKS
[ CONTINUED ]
fig. 3 - StartMesh Primary Logo Mark - Large Size standard [ Global Mesh Icon - Cool Grey 4 ]
Primary Logo Mark LARGE SIZE STANDARD 3 versions of the StartMesh Logo Mark have been created to ensure accurate reproduction of the StartMesh Logo Mark keylines at different sizes and applications. The StartMesh Large logo has been specifically designed for use at minimum 412 mm wide as indicated.
fig. 4 - StartMesh Primary Logo Mark - Large Size standard [ Global Mesh Icon - Cool Grey 7 ]
For other applications please refer to the contact section of this manual on page 16
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LOGO VARIATIONS Primary Logo Mark MINIMUM SIZES
fig. 5 - StartMesh Primary Logo Mark - Minimum Size standard [ Global Mesh Icon - Cool Grey 4 ]
12 mm
3 versions of the StartMesh Logo Mark have been created to ensure accurate reproduction of the StartMesh Logo Mark keylines at different sizes and applications.
fig. 6 - StartMesh Primary Logo Mark - Minimum Size standard [ Global Mesh Icon - Cool Grey 7 ]
12 mm
The minimum size of any of the StartMesh logos should appear no less than 12 mm in height as shown.
fig. 7 - StartMesh Primary Logo Mark - Minimum Size standard [ White Standard ]
12 mm
fig. 8 - StartMesh Primary Logo Mark - Minimum Size standard [ Black Standard ]
12 mm
Minimum size examples are shown at right. For other applications please refer to the contact section of this manual on page 16
100% scaling
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LOGO VARIATIONS Several possible constraints may arise when applying the Logo Mark. These can be related to reproduction issues or space allocation. To ensure a consistant Brand image, various standard logo configurations that make up the StartMesh Logo Mark suite have been carefully considered and designed to cover such constraints.
fig. 9 - StartMesh Primary Logo Mark - White Mesh standard
These versions are only to be used in the event that using the Primary Logo is not an option. Two variations are available: fig. 10 - StartMesh Primary Logo Mark - Black Mesh standard
n
White Mesh version [ refer fig. 9 ]
n
Black Mesh version [ refer fig. 10 ]
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SPACING & ISOLATION Spacing and Isolation Spacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
Logo Mark standard spacing 0.5x
The standard unit [1x] is defined by the ‘Cap height’ of the company name as shown. A minimum clear space requirement has been established to ensure the prominence and clarity of the StartMesh Brand mark.
0.5x
0.5x
1x 0.5x
0.5x
0.5x
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APPLICATION incorrect Logo Mark proportions
Manually typesetting Name
LOGO MARK APPLICATION The StartMesh Logo Mark must not be distorted: n Do
not change the relationship or proportions of the identity elements or configuration
n Do
not change the colour order
Positioning any elements at an angle
incorrect Logo Mark configurations
n Do
not change the orientation of the identity – ie turn on an angle
n Do
not alter the identity type or use a substitute typeface.
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TYPOGRAPHY The bold logotype typography has been selected to compliment and contrast the ‘Global Mesh icon’
Primary Typeface The Primary typeface used for the company name is a custom font based around an existing typeface, however should never be attempted to be recreated. Always refer to the standard master logos available from StartMesh refer contacts on page 16
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Logos 100% scaling
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TYPOGRAPHY
[ CONTINUED ] WEBB R IC H A R D FOUNDE R CEO + CO.. . H .C O M TA R T M E S S @ B B E R IC H A R D .W S H .C O M S TA R T M E .. . REE T ABE TH S T IZ L E 9 9 | L8 NS W 2000 S Y DNE Y | IA AUS T R AL .. .
Secondary typography
11 1 6 1 4 14 4 2 2 S Y DNE Y + 2328 6 + 1 9 17 5 3 NE W YORK 5 996 +65 84 33 E R O P A G S IN 069 1 55 376 8 DUB A I + 9 7 028 75 8 3 5 96 4 4 + N O D LON 643 3 4 5 0889 9 3 + N A IL M 31 4 2 1 19 0 3 9 6 + D N A L AUCK 9 3005 +27 82 29 N W O T E P CA .. .
Secondary typography has been selected to compliment the StartMesh logo Mark. This typeface is used for print applications and stationery items such as Letterhead and business cards. The typeface families used are set for your reference out at right.
DOSIS LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() DOSIS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*
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TYPOGRAPHY
[ CONTINUED ] which is largely caused by poorly executed commercialisation.
Secondary typography
The Death Zone
THESTARTMESH INNOVATIONFUND
THE IDEA
EARLY STAGE
VALIDATED IDEA
INCUBATORS ■ ■ ■ ■
Build Prototype Test Prototype Test Market pricing Raise Seed Funding
MID-STAGE
COMMERCIALISATION
96
% OF FAILURE
■ ■
The secondary typography has been selected to compliment the look and feel of the StartMesh Brand. This typeface is used for presentation applications such as slide decks and infographics. The typeface families used are set for your reference out at right.
COMPANY VALUATION
■ ■ ■
OCCURS HERE
Underdeveloped Eco-System Too Big for Early Stage VC Too Small for Private Equity Lacks Critical Mass Not Sustainable Profitability
PROFITABILITY LATE STAGE
$ EXIT
INVESTMENT BANKS ■ ■ ■ ■
STARTMESH GROUP THE STARTMESH INNOVATION FUND CONFIDENTIAL - MAY 2016
Liquidity Event Product Refinement Pursue Liquidity Event Strategic Partnerships
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DIN CONDENSED - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() DIN CONDENSED - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
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COLOUR PALLETTE - LOGO PANTONE
7641
PANTONE
313
PANTONE
Spot Colour: Pantone® 313C
PANTONE
Process Colour: C:100 M:23 Y:19 K:0
PURPLE
RGB Value: R:0 G:143 B:191 Web # Value: 008fbf
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STARTMESH VISUAL STANDARDS
Spot Colour: Pantone® 7758
Spot Colour: Pantone® Purple C
Process Colour: C:20 M:16 Y:100 K:0
Process Colour: C:35 M:88 Y:0 K:0
PANTONE
PANTONE
RGB Value: R:213 G:195 B:3
RGB Value: R:193 G:41 B:185
3395
2726
Web # Value: d5c303
Spot Colour: Pantone® 3395C
Spot Colour: Pantone® 2726
Process Colour: C:86 M:0 Y: 65 K:0
Process Colour: C:079 M:69 Y:0 K:0
RGB Value: R:0 G:193 B:140
RGB Value: R:67 G:92 B:200
Web # Value: 00c18c
Web # Value: 435cc8
Web # Value: c129b9
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7758
Spot Colour: Pantone® 7641 Process Colour: C:32 M:93 Y:57 K:22 RGB Value: R:146 G:44 B:73 Web # Value: 922c49
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CONTACTS Contact: Sarah McLachlan Chief Marketing Officer & Co-Founder StartMesh sarah.mclachlan@startmesh.com startmesh.com
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