Brand Style Guide V1 | October 2020
Contents. 01. 02.
Brand Story Our aim and core values
03.
Color Guide Color scheme and color ratios
Logo Guide Our logotype and brandmark
04.
Typeface Guide Font selection and usage
05.
Images Photo guidelines
06.
Applications How to apply these guidelines
01. Who We Are
Brand Story.
Our aim is to rethink how people consume caffeine and stay energized throughout the day. The energy drink market is saturated with aggressive, masculine products filled with sugar and chemicals. We wanted to create an option for people who don’t love coffee but aren’t not ready to take caffeine pills or drink 25 grams of sugar in one go. We believe everyone deserves to feel energized and excited all day every day.
s i y l f e Fir , l u f y a pl , e l b a t a rel , c i t e g r ene . y k r i u and q
02. Logo Guide
Our logo is modified Recoleta and only exists as a vectorized shape. It is never appropriate to modify or change any aspect of the logo, aside from color and size.
Our logomark is the F from our official logotype. It can exist in a circle or square depending on the context.
03. Color Guide
The colors we use represent energy and excitement. Our primary colors are Carmine Red and Electric Blue, and our secondary colors are Lightning Yellow, Black, and White.
ic c tr e l E
Blue
Lightn ing
04. Type Guide
We generally like to use sentence-case in all of our visual assets to allow for better legibility. Refrain from using all capitals or lowercase characters unless absolutely necessary. Our two typefaces are Recoleta and San Francisco.
ow
Ye ll
Bl
Recoleta
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%&*,.
San Francisco
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%&*,.
k ac
Used for all headings and subheadings
W h it e
For all other copy and main body text
I vo r y
m
C
ar
ine
Re
d
Specifications Electric Blue - R20, G119, B251 (#1477FB) Carmine Red - R252, G15, B65 (#FC0F41) Lightning Yellow - R248, G236, B92 (#F8EC5C) Ivory - R248, G248, B244 (#F8F8F4) Black - R0, G0, B0 (#000000) White - R255, G255, B255 (#FFFFFF)
General Note: Recoleta is used in only SemiBold, while Kohinoor Telugu’s entire font family can be used. This means Kohinoor Telugu Light/Regular/Medium/SemiBold/Bold are acceptable.
05. Images
Imagery used should be playful and quirky, featuring our target audience, young milennials. The scenes and people shown should be relatable to our audience (nothing too edited or “fake� looking). Real people, real moments. All images should have 10-20% noise.
06. Applications - Campaign Concept 1
06. Applications - Campaign Concept 2
06. Applications - Campaign Concept 2
06. Applications - Packaging Concept
Last updated October 2020