brand guidelines V1.01
be future-generation ready
00.0 Contents 01.0
Brand Platform
04
01.1
What is Behave?
05
01.3
Vision
07
01.2 01.4 02.0
Core Values Purpose
Logo System
06 08 09
02.1
Logo family
10
02.3
Graphical element
12
02.2 02.4 02.5 02.6 03.3
03.1 03.2 04.0
Support logo files Exclusion zone
Minimum sizes
Incorrect usage Typography
Primary font Local fonts
Colour Palette
11 13 14 15 19
18 19
20
04.1
Primary colour palette
21
05.0
Corporate Stationery
22
05.1
Letterhead & business cards
23
05.3
Social media icons
25
05.2
Email signatures
24
Brand Platform
The brand platform strategically defines Behave and is the foundation of how the brand is expressed. It represents the DNA of the brand and guides employees and partners to help maintain consistentcy in how the brand is communicated.
01.0
01.1 Behave What is Behave?
An agency that engages future-ready solutions by using human-centric data to transform our environment.
5
01.2 Core Values
Our Core Values are the beliefs which Behave is based on. They are the guiding principles that we use to manage our internal tasks as well as our relationship with our partners and clients.
Human
We care for the lives of people and our environment by seeing the world through the eyes of others.
Curious
We explore and challenge assumptions from new perspectives to uncover impactful solutions.
Collaborate
We build and support relationships through shared knowledge and innovation.
6
01.3 Vision
Our vision is a vivid mental image of what we want Behave to be in the future, based on our goals and aspirations. Our vision will give us a clear focus, be a statement for our inspiration, be the framework for our strategic planning.
We envision a world where well being is fulďŹ lled through a smarter living future.
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01.4 Purpose
Our Purpose is our most fundamental reason for being. It is what drives us and what we stand for. It will guide us strategically and help us grow and achieve our goals.
Our purpose is to enable better future living through the power of collaboration.
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Logo system
The logo represents our core values in a visual manner.
02.0
9
02.1 Logo family
The curves in the Behave letter form embody the human aspect of Behave. Overlapping sections portray a sense of curiosity, pushing boundaries in a collaborative manner.
Primary
The primary logo should be used in most instances for brand recognition and legibility.
10
Colour variation 1
Colour variation 2
Primary Behave grey logo over Behave yellow background will help energise a layout and help the logo stand out.
As a secondary option the yellow Behave logo may be used over the top of a Behave grey background.
02.2 Support logo files Support files
Support files have been provided for use in certain applications where restrictions might apply. For example single colour outputs or event sponsorship listings.
The outlined logo file should be used in a graphical support role only.
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02.3 Graphical element
Outline version
An outlined version of the Behave wordmark has been designed specifically for use in a design support role. Individual letters and parts of may be used to create dynamism in a piece of artwork to help reinforce the brand and our core values.
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02.4 Exclusion zone
1x
1x
1x
1x
1x
Protection
The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility.
No graphic elements, including patterns, photos or colours (other than approved colours) should be used within the exclusion zone.
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02.5 Minimum logo sizes
20mm
30mm
Minimum Size
Recommended Size
20mm width of Behave word mark
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30mm width of Behave word mark
02.6 Incorrect usage 1
2
3
4
5
6
1
Do not rotate the logo
2
Do not add shadows/glow effects to the logo
3
Do not use the outlined logo as the primary verion
4
Do not use the incorrect logo version over coloured backgrounds
5
Do not adjust the colour of the logo in any way (sections or entirety)
6
Do not distort the logo
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02.6 Incorrect usage 7
8
9
ECO
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11
12
behave
16
7
Do not use the yellow logo on a white background in flat or outlined form
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Do not add additional elements
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Do not create new lockups
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Do not use any logo over pattern or confusing backgrounds
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Do not adjust the lettering style or use a different font in place of the logo
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Do not add a gradient fill
Typography A consistent brand also requires a font family that is consistent and recognisable
03.0
03.1 Primary font
Aa Noto Sans HK LIGHT AND BOLD VERSIONS
Primary typeface family
Noto Sans HK is the primary font and should be used as a priority across all printed and digital applications. It’s letter forms have humanist curves which help reflect our core value, it is clean and legible. Light and Bold versions are preferred however there are other weights in the font family that can be utilised. Where Noto Sans is not available Arial maybe used for English. 18
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1 2 3 45 6 789£$?!< > { }[ ]#¢™ ®
12 3 456789£ $?!< > { }[ ]#¢™ ®
03.2 Local fonts Noto Sans
水的 LIGHT AND MEDIUM
這句話後來演變成「飲水思源」這個成語，意為喝水的時 候想一想流水的源頭，比喻不忘本。
這句話後來演變成「飲水思源」這個成語，意為喝水的時 候想一想流水的源頭，比喻不忘本。 123456789£$?!<>{}[]#¢™®
123456789£$?!< >{}[]#¢™®
Local font system
The Noto font family has many localised font variants that can be used for other language requirements.
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Colour palette
Consistent and correct use of colours are vital for continued brand recognition
04.0
04.1 Primary colour palette 90% 100%
Behave grey
90% 100%
80% 70%
70%
60%
60%
50%
50%
Behave yellow
40% 30%
10%
10%
0%
0%
RGB
RGB
Pantone
7540
Web
R75 G79 B84 4B4F54
30% 20%
Colour CODES
C67 M54 Y46 K40
40%
20%
Colour CODES CMYK
80%
CMYK
C5 M0 Y84 K0
Pantone
394
Web
R237 G233 B57 EDE939
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Corporate stationery Various items have been developed to communicate in a consistent manner
05.0
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05.1 Letterhead & business cards Company letterhead
Artwork for the Behave letterhead has been provided and should be pre-printed in the approved corporate Pantone colours. Dimensions: DIN A4 210 x 297mm
Paper: Uncoated, white, 120gsm
Business cards
An artwork template for the Behave business cards has been provided and should be printed in the corporate Pantone colours. A bright white uncoated board with a slight texture is suggested such as Neenah Classic Crest (Eggshell) with a spot uv clear gloss to the word mark. Dimensions: 90 x 50mm
Paper: Uncoated, white, 352 gsm
Finishing: Curved corners Spot uv to the Behave word mark both sides
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05.2 Email signatures Email Signatures
Email platforms vary and are notoriously tricky for consistency. Therefore the system font Arial should be used in the knowledge that fonts would otherwise be substituted at the recipient end. Colour: 4B4F54 (Hex/html colour) Name: Arial 12pt Bold
Position: Arial 12pt Regular Logo (provided)
Address: Arial 12pt Regular
Contact details: Lettercon: Arial 12pt Regular Detail: Arial 12pt Regular url: Arial 12pt Bold
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05.3 Social icons
x
6x
x
x
6x
x
Profile icons
The example demonstrates the use of the Behave outlinedâ&#x20AC;&#x2DC;bâ&#x20AC;&#x2122;as a social media icon.
It should be centred vertically in the given space with the same margin on both sides for the respective format. The colours should be the outlined Behave yellow logo version on the Behave grey background.
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Address:
33/F, Wu Chung House 213 Queenâ&#x20AC;&#x2122;s Road East Wanchai, Hong Kong Phone:
Office: +852 2891 2212 Fax:
+852 2834 5442
Online:
studio@Behave-lab.com www.Behave-lab.com
