VERSION 1.0
BRAND GUIDELINES
Brand Guidelines
Table of Contents
01
02
03
04
Brand Logo
Brand Colors
Primary Font
Business Card
Clearspace
Logo Color Usage
Secondary Font
Minimum Size Incorrect Usage
Typographic Hierarchy
Logo Usage OVE R V IEW
Brand Logo Clearspace Minimum Size Incorrect Usage
LOGO USAGE
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Brand Logo
Our brand logo is based on a modern and timeless sans serif based logotype. Presented in capital case to reflect a confident and high quality image. The thick and thin strokes of the typeface, reflects an organic flow that connects to the elements of nature. The letter M reflects the concept of the formation of lights. A gradient blend is utilised to reflect a source of warmth and positive energy. The nature of the elements of the brand logo should not be modified, recreated or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that it is legible at all times.
LOGO USAGE
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PRIM ARY BRAND L OGO
S E C ON D A R Y B R A N D LOGO
The gradient version is the primary
The solid color version can be used when the
logo used for brand application.
gradient version is not applicable. (Ex. special finnishing such as emboss, die cut etc.)
LOGO USAGE
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Clearspace
Clearspace is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. The minimum clearspace of the brand logo is determined by the height of the letter “O” from the logotype itself as illustrated on the right.
LOGO USAGE
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Minimum Size
To ensure legibility and clarity, please do not scale the logo below the recommended size. This minimum width of the logo is 20mm in width.The brand logo shall never be streched and should be resized proportionately so that it is legible at all times.
M IN IM U M WID TH : 20MM
LOGO USAGE
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Incorrect Usage
On the right illustrates examples for incorrect logo usage.
01
Do not add in special effects such as drop shadows
02
Do not create new compositions
03
Do not rotate or reflect the logo
04
Do not resize or modify any part of the logo
05
Do not add any unofficial elements in the logo
06
Do not compress or stretch the logo
07
Do not change the color of the logo
08
Do not place logo on low contrast background
LOGO USAGE
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BR AN D GU ID EL IN ES
Color Usage OV E R V IEW
Brand Colors Logo Color Usage
COLOR USAGE
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Brand Colors Light Grey Hex #E7E6E3 R231, G230, B227
Off White
White
Hex #F5F4F0
Hex #FFFFFF
R245, G244, B240
R255, G255, B255
C3, M2, Y4, K0
C0, M0, Y0, K0
C8, M6, Y8, K0
Grey Hex #979394 R151, G147, B148 C43, M38, Y36, K2
Cream
Gold
Black
Hex #EFE8D9
Hex #BE9F64
Hex #242828
R239, G232, B217
R190, G159, B100
R0, G0, B0
C5, M6, Y14, K0
C26, M34, Y70, K2
C75, M68, Y67, K90
COLOR USAGE
BR AN D GU ID EL IN ES
Logo Color Usage On the right illustrates the recommended logo color usage for brand application. Our logo is primarly used in Black againts Off White, White, Cream, Gold, Light Grey and Grey backgrounds. The logo is used in White when applied against Black background. The logo can be used in Black or White againts imagery backgrounds depending on which version creates better contrast.
COLOR USAGE
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Typography OVE R V IEW
Primary Font Secondary Font Typographic Hierarchy
TYPOGRAPHY
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Noto Serif Display PRIMARY FONT
Aa
Noto Serif Display is the chosen primary font for the brand. The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz TYPOGRAPHY
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Arimo SECONDARY FO NT
Aa
Arimo is the chosen secondary typeface. It is used for body copy and larger paragraph of text. Within brand materials, Arimo should appear smaller in scale in relation to Noto Serif Display.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz TYPOGRAPHY
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Typographic Hierarchy
Headings in Noto Serif Display –––––– SemiCondensed Noto Serif Display SemiCondensed can be also used for smaller exerts of text that require further emphasis such as this paragraph.
S U B H E A D I N GS IN AR IM O M ED IU M
Arimo Regular is used for body copy. Arimo SemiBold can be used to highlight or emphasize certain area of text of the body copy. Arimo Medium is used for subheadings. Noto Serif Display SemiCondensed is used for button text.
Buttons
TYPOGRAPHY
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Application OV E R V IEW
APPLICATION
Business Card
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Business Card 3.5 IN X 2IN
WWW.ILLU M IO.C OM
Johnathan Doe F OUNDER, DIRECT OR
T. (+01) 2345 6789
M. (+01) 2345 6789
hello@illumio.com
jonathandoe@illumio.com
Address Line 1, Address Line 2, Street Line 1, Street Line 2, Postcode 0000, Country.
APPLICATION
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VERSION 1.0
BRAND GUIDELINES