Brand Guideline
2021
Your modern day work tribe
Brand Guideline
Contents
Contents
01
Logo Usage
02
Color Usage
03
Typography
04
Photography Style
4-8
9 - 15
16 - 19
20 - 25
Brand Guideline
About Us
We are a community and digital talent marketplace that helps underrepresented minorities and untapped taleny break into tech. We provide access to great career resources and jobs from startup companies that value diversity. We want to be able to showcase other brands on our platform. Startup companies that are doing fun and innovative things. We also want a brand that is easy to promote on tshirts and other merchandise that we can sell.
3
Brand Guideline
1 It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
4
Logo Usage
Logo Usage
Brand Guideline
Brand Logo
Our brand logo is based on a serif logotype customized truly for the brand. The brand logo is designed to be distinctive, clean and uncomplicated.
The nature of the elements in the brand logo should not be modiďŹ ed, 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.
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Logo Usage
Brand Guideline
Brandmark
The brandmark is the identifying mark or symbol used to represent the brand. The brandmark is ideal for social media avatars, stamps, wax seals and stickers.
We have 2 variations of the brandmark, the ďŹ rst where it appears alone as a monogram design, and the second with the brand tagline circling the design. The nature of elements in both brandmarks should not be changed or edited in anyway.
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Logo Usage
Brand Guideline
Logo Usage
Logo Clearspace & Minimum Size Clear space 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.
For the Brand Logo, the minimum clearspace is determined by the height and width of the letter "T" from the logotype. For the brandmark, the minimum clearspace should be 2x2 of the period symbol from the brandmark.
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Minimum Width:
Minimum Width:
Minimum Width:
18mm
5mm
15mm
Brand Guideline
Logo Usage
Incorrect Usage
8
Do not create compositions that
Do not rotate or reect
Do not resize or modify
Do not add any unofďŹ cial
are not provided in the guideline
the logo in any way
any part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color of
Do not add in special
the logo, always resize
always refer to the color
logo, always refer to the
effects such as drop
proportionately
usage guideline
color usage guideline
shadows or 3D effects
Brand Guideline
2 It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
9
Color Usage
Color Usage
Color Usage
Brand Guideline
Primary Colors WHITE
LIGHT GREY
R 255 G 255 B 255
R 238 G 238 B 238
R 255 G 214 B 199
C0 M0 Y0 K0
C5 M4 Y4 K0
C 0 M 18 Y 17 K 0
# ffffff
# eeeeee
# ffd6c7
LIGHT PIURPLE
10
PURPLE
LIGHT PEACH
PEACH
BLACK
R 237 G 223 B 238
R 89 G 55 B 204
R 255 G 175 B 134
R0 G0 B0
C 5 M 12 Y 0 K 0
C 77 M 81 Y 0 K 0
C 0 M 38 Y 47 K 0
C 75 M 68 Y 67 K 90
# eddfee
# 5937cc
# ffaf86
# 000000
Brand Guideline
Color Usage
Secondary Colors
11
YELLOW
ORANGE
PINK
R 255 G 237 B 205
R 253 G 215 B 282
R 243 G 174 B 175
C 0 M 6 Y 20 K 0
C 0 M 17 Y 28 K 0
C 2 M 38 Y 20 K 0
# ffedcd
# fdd7b6
# f3aeaf
BLUE
MINT
BEIGE
R 168 G 222 B 234
R 185 G 220 B 208
R 224 G 216 B 202
C 32 M 0 Y 7 K 0
C 27 M 2 Y 20 K 0
C 11 M 12 Y 19 K 0
# a8deea
# b9dcd0
# e0d8ca
Brand Guideline
Color Hierarchy
A general color hierarchy is seen as illustrated on the right.
White, Peach are the most commonly used background colors while Black is mainly used for text colors. Light Purple, Light Peach and Light Grey are used as secondary background colors. Purple can only be applied in small areas to give a point of interest. The secondary colors (Yellow, Orange, Pink, Blue, Mint and Beige) are used in smaller percentage as compared to the primary brand colors to add interest and personality to the brand.
12
Color Usage
Brand Guideline
Color Usage
Your modern day work tribe
13
Brand Guideline
Primary Logo Color Usage For primary usage, the brand logo is used in black and purple againsts White, Peach, Light Grey, Light Peach and Light Purple Background. The brand logo is used in full white when used against purple and black background. Illustrated on the right are the recommended logo color usage for brand application use.
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Color Usage
Brand Guideline
Secondary Logo Color Usage For secondary usage, the brand logo is used in black and purple againsts Yellow, Orange, Pink, Blue, Mint and Beige Background. Illustrated on the right are the recommended logo color usage for brand application use.
15
Color Usage
Brand Guideline
3 It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
16
Typography
Typography
Brand Guideline
Primary Typeface
Typography plays a large role in our brand identity. Abhaya Libre 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.
Typography
ABCDEFGHIJKLM NOPQRSTUVWXYZ áâàäãåabcdefghijk lmnopqrstuvwxyz 1234567890 !@#$%^&*()+ Abhaya Libre https://fonts.google.com/specimen/Abhaya+Libre
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Brand Guideline
Secondary Typeface
Work Sans is the chosen secondary font family for the brand. The sans serif typeface is used for body copy and larger paragraph of text.
Within brand materials, Work Sans should always appear smaller in scale in relation to Abhaya Libre.
Typography
ABCDEFGHIJKLM NOPQRSTUVWXYZ áâàäãåabcdefghijk lmnopqrstuvwxyz 1234567890 !@#$%^&*()+ Work Sans https://fonts.google.com/specimen/Work+Sans
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Brand Guideline
Typography
Subheading in Work Sans Medium
Typographic Hierarchy
Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all
Heading with Abhaya Libre Bold Abhaya Libre Bold can also be used for smaller exerts of text that require further emphasis such as this paragraph.
communications.
Work Sans Regular is used for body copy. Work Sans SemiBold can be used to highlight or emphasize certain area of text. The heading above is Abhaya Libre Bold. Work Sans Regular or Medium can be used for subheadings. Work Sans Medium is used for the brand tagline.
Buttons in Work Sans Medium
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Your modern day work tribe
Brand Guideline
4 It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
20
Photography Style
Photography Style
Brand Guideline
Photography Style
Our photography style should be simple & straightforward. Included are samples of how our photography style should look like.
Community Exciting Inviting Care Supportive Trustable
21
Photography Style
Brand Guideline
22
Photography Style
Brand Guideline
Photography Style
23
Photography Style
Brand Guideline
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Photography Style
Brand Guideline
Photography Style
Our photography style should be simple & straightforward. Included are samples of how our photography style should look like.
Community Exciting Inviting Care Supportive Trustable
25
Photography Style
Your modern day work tribe