Brand & Communication Guidelines the keys to our creative kingdom of endless possibilities...
Table of Contents 3
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Introduction
17
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Logo Color Options
4
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Who We Are
18
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Logo Spacing
5
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Our Tagline & Mission
19
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Our Colors
6
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Our Values
20
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Our Fonts
8
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Our Brand Position & Vision
22
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Logo Rules
9
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Our Audience
24
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Communications
10
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What We Do
25
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Our Tone & Style
11
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Our Differences
26
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Client Communication
12
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Our Logo
28
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Our Words
14
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Our Crown
29
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Final Thoughts
15
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Our Tagline
31
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An Acknowledgement
16
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Logo Combinations
2 { U2R1 : brand guide
Introducing u2r1 Since its beginning in 2002, U2R1 Media Inc. has grown into a multi-faceted creative company built on one main principle:
We are all part of one entity. As a reflection of our experiences and to celebrate our 10 th anniversary, we are shifting our company focus and we are relaunching our brand as simply: U2R1. With a fresh look, feel, and message, U2R1 will continue to provide outstanding service to our clients, helping them create business prosperity! These guidelines are our company’s blueprint, outlining how to apply our reinvigorated brand identity in a consistent and inspiring way. From our values to our visuals, this document gives you all the tools you need to implement our new look and personality into all U2R1 materials and communications.
U2R1 : introduction
} 3
We are u2r1. We are a brand and marketing agency. At least that’s the simple explanation… Utilizing our passion for business prosperity and unique design, we ignite businesses! We help them discover their best potential and path for success by crafting visual communications and strategic development.
Our focus is on building effective marketing materials for our clients, which in many cases are the first point of communication to their clients. We make them look their best, backed with a strategy to ensure optimal return on investment and brand recognition. Our success is not based on inventing the latest gadget or the most innovative technology; our success is based on fulfilling a need, a desire and a fire for the thrill of prosperity and the resulting accomplishment—that our clients reach their goals by working with us. Our team is built with highly creative and talented people who do not work within the box, but redefine the box entirely. We don’t believe that people should live their lives chained to their desk; we believe that success happens when you love what you do! What we do is create and build people’s hopes, dreams, goals and excitement for their profession—what’s not to love about that?! Our foundation is based on human potential to shine, to share, and to combine passion with business - creating the ultimate fulfillment. That is the authentic business consciousness we believe in and strive to embody. While we can say that we are a brand and marketing agency that employs top talent and delivers award-winning projects (which is all true), ultimately we are a relationship, a real connection, and a journey our clients join to launch their business into the next phase of victory.
4 { U2R1 : who we are
Our tagline is...
We don’t believe in limits; we believe in creating our own reality. So much so that we’ve redefined the box (our reality) to hold infinite possibilities. Our box is a creative kingdom where we reign with only one rule: To work with authenticity and integrity. Everything else is fair game.
Our mission is...
business prosperity through strategy, design, & to create
marketing.
This is what we strive to do with every client we work with and every project we work on. We not only deliver beautiful, poignant designs, but we ensure that all elements of brand & marketing are built with a strategic business plan. We never do things half way. We go all out to create success.
U2R1 : our tagline & mission
} 5
Right to the core... Values, that is. Our core values define our company, from personality to policy. They make us who we are and play a role in everything U2R1 does. We focus on holistic business practice, from an honest, straightforward and sincere perspective.
We have integrity. Lots of it...
We believe that as industry leaders, we have a responsibility to our brand to meet and exceed all of our commitments by upholding our five integrities.
We practice honesty, respect and understanding amongst our clients, our associates and ourselves.
6 { U2R1 : our values
We set a standard of quality by creating beautiful designs with vision and purpose.
We choose to consciously deliver every message with value and significance.
We uphold the highest level of business consciousness fueled by the essence of humanity.
We believe in doing what we love. Life is about meaningful, playful moments.
U2R1 : our values
} 7
Our position... We are a one-of-a-kind creative experience. We are strong, bold, ambitious, sincere, honest, cheeky, edgy, professional, enlightened, amazing. And that’s just the beginning. We know our strengths and our values. We believe we can do anything. So much so, that we’re Redefining the Box. Knowing our worth and our value, we set our client standards to match and consider ourselves a higher tier of branding and marketing agencies. We are proud of our work and we are proud of the success we have built for our clients and ourselves. We welcome prosperity with open arms, viewing every challenge as a chance for betterment.
Our vision is...
to be among the
recognized&reputable brand and marketing
agencies in North America.
8 { U2R1 : our brand position
Our audience... They say you are defined by the company you keep... Well then, we must look pretty sharp! Our clients are not simply our bread and butter; they are an important part of our identity. We work with companies and people looking to start something new or to revive their existing brand. Whether they need an entire overhaul or just key services, we help them determine their goals and how to best achieve results. Whether it’s a small business or a large corporation we help create solutions for all types of business entities. No challenge is too fierce for our team! Our clients could be any type of business or industry, so long as it does not compromise our corporate values. We work with people who have a vision and our job is to execute that vision to its highest potential. We work closely with our clients, exchanging insight and ideas; our clients become part of our team and we become part of theirs. Together we work towards one goal: to further the success and growth of their business.
U2R1 : our audience
} 9
What we do... Strategy. Design. Execution. U2R1 provides a variety of valuable in-house services that work together to provide outstanding brands and integrated marketing materials for our clients. These include:
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Creative Consulting & Project Management
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Brand Development & Visual Identity
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Marketing Plan & Implementation
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Creative Campaign Creation
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Custom Website Planning, Design & Development
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Social Media Integration & Promotions
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Print & Collateral Design & Packaging
U2R1 doesn’t say no. We have our core in-house services, but we will go above and beyond to ensure our clients get what they need to successfully brand or market their business. We partner with reputable companies that enhance our deliverables. These include at least: • Video Production
• Promotional Marketing & Media Buys
• Photography
• Mobile Applications
• SEO & Online Marketing
• Social Media Applications
10 { U2R1 : what we do
We’re different. No, seriously, we are! Although there are numerous brand and marketing companies out there, U2R1 prides itself on being distinct not only in work, personality and style, but especially in our approach and values.
We provide strategic and integrated solutions. We are a full service solutions company: from consulting to planning to design to implementation. Our capabilities are wide ranged and we offer a 360° approach to business development and growth as a result. Clients do not need to source anyone else to produce a full-fledged brand and communications/marketing initiative.
We have a holistic approach to our work. Projects with us are a relationship; we work with our clients to aid their journey to success. We treat our clients like family, becoming very passionate about their business development and growth. At U2R1, we believe that equal exchange, mutual respect, honest communication and trust lead to an enjoyable experience and an amazing outcome for everyone.
We have strong values and an even stronger team. Our values are all based on integrity and we take them very seriously. Those values guide our projects, our communications, and our success. Everyone on our team is involved in our projects and we include our clients as an integral part of that team. We also believe in changing the world by bringing about a more positive culture through consciousness—a consciousness applied to business and our personal lives.
U2R1 : our differences
} 11
Basic Logo
12 { U2R1 : our new look
u2r1’s new look After ten years, we’ve said goodbye to our old logo and evolved into a fresh style filled with sophistication & sass.
Simplicity speaks volumes. Although it seems simple, our logo embodies our name and the interconnectivity of the universe, each letter smoothly flowing into the next. The font is a customized serif that balances straight lines and curves beautifully, exuding grace and class. Even the color shine relates to open horizons and expanded potential! Our crown icon is multifaceted in its meaning and carefully chosen (we’ll get into that next!). The combined result is an elegant modern logo that fits us to perfection. To help ensure our brand’s integrity, we’ve set out some guidelines on using our new visuals. These guidelines should be followed whenever using U2R1’s brand.
U2R1 : our logo
} 13
Our creative kingdom ...where the possibilities are endless & success is abundant. The crown is a powerful symbol and we chose it for many reasons, from the standard images of royalty, authority, and prosperity to the feelings of individuality, self-worth, confidence, and self-expression. Not wanting just any crown, we created a crown that also symbolizes our tagline, Redefining the Box. The crown is shaped so that it could be seen as a three-dimensional box that is fully open on the top evolving into the crown style. The icon symbolizes experience, expertise, creativity, abundance and fun! When our clients join our team, we create their very own creative kingdom to play and prosper in.
Crown guidelines... Always included as part of the logo, with or without the tagline.
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Always shown in our branded pink, black, or white. Tints are allowed.
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Used on its own as an icon or watermark.
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Always keep straight; do not rotate, reflect, or otherwise edit the crown.
14 { U2R1 : our crown
Crown Icon
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Our tagline
Basic Tagline
We are constantly Redefining the Box. That is how we create business prosperity! Our tagline is a key part of our communication and visual identity.
Crown Combination
Tagline guidelines... {
Always used on any U2R1 designs or communication.
{
Used on its own or combined with the logo and/or crown.
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Always shown in the type as designed here.
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Always shown in our branded pink, black, or white. Tints are allowed for watermarks.
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Text should always be one color. One or two colors can be used for the crown combination.
U2R1 : our tagline
} 15
All together now Our tagline fits just right in the space above the text and beside the crown. This placement also strengthens the symbolism of the crown as a unique box, giving the tagline more meaning.
Combined Logo
Combo guidelines... {
Always place the tagline as shown, to the right of the crown.
{
The tagline is usually pink. White or black can be used if needed for better readability.
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The tagline can be added on any color option (see next page).
16 { U2R1 : logo combination
Color options We have pretty simple color options for our logos and they are somewhat flexible. Here are the basic rules:
Full Color
Full Color Our full color logo has a shine gradient applied to the text and uses pink for the crown. This is our standard logo and should be used in most applications.
Solid Two Color
Solid Two Color
Our solid two color logo has flat text with no gradient and uses the pink crown. This is used for applications that cannot have gradients, such as screenprinting or embroidery.
Solid One Color
Solid One Color Our solid one color logo is all one color with no gradient and is available in black, white, or pink. This is used for applications that need a solid single color logo, such as engraving or embossing.
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All color options are available in Pantone, CMYK, and RGB.
U2R1 : logo color options
} 17
Spacing things out In order to stand out, our brand needs space. We like elbow room! Always keep a minimum amount of space between our logo and any other elements in a design. Use the crown to help ensure the spacing is proportional!
18 { U2R1 : logo spacing
Our brand colors Our colors are bold, strong, and sassy. Although simple, we believe in the power of color punches and subtlety!
Primary Colors 100% 80% PANTONE Black C0 M0 Y0 K100
Black and Pink are our main brand colors. 50%
20%
HEX # 212121 R35 G31 B32
Although tints are fine for our black, our pink should stay bold and solid. However, the opacity may be taken down in certain applications, such as watermarks. The default for text is an 80% tint of the black. The pink should only be used with text in headlines or as highlights.
PANTONE DS 124-1 U C5 M100 Y43 K0
HEX # E30E60 R227 G14 B96
Secondary Colors PANTONE DS 246-2 U C76 M10 Y25 K0
HEX # 00ABBD R0 G171 B189
Our secondary colors are meant to compliment our primary colors. Tints are allowed for both the teal and the purple.
PANTONE DS 176-1 U C80 M100 Y0 K0
HEX # 5C2D91 R92 G45 B145
These can be used as highlight text or subheaders, as well as some design elements. However, they should never overpower the primaries.
U2R1 : brand colors
} 19
Our fonts As designers, we love good typography! Our brand has official fonts that should be used in all designs and communication materials. Each font has a defined use, from headlines to body text. We can be creative within these guildelines, so long as the end result matches our brand style.
Trajan Pro Regular
(for headlines & pullouts)
Trajan Pro is a great font for large titles or pullouts. Since it is a smallcaps font, it has no lowercase options. As such, it should be used sparcely in places where we want to have emphasis and contrast. We recommend keeping this font larger for impact.
Aa Regular
A BC DEF GHIJK L M NOP QR S T U V W X Y Z a bcdefghijk l m nopqr st u v w x y z 12 3 456789 0 (. , :;?!$& @ -*)
Perpetua
(for headlines, subheaders, & pullouts)
Perpetua is a lovely, sassy, serif font that works well as headers, subheaders, and pullouts. We enjoy the italic variation of this font for its flow and motion; it makes great subheaders, quotes and pullouts.
A BCDEFGH IJK L M NOPQR ST U V W X Y Z abc defgh ijk l m nop qr s t uv w x y z 123 456 789 0 (.,:;?!$& @ -*)
20 { U2R1 : our fonts
Aa Aa Regular
Italic
HelveticaNeue LT 45 Light
(for body copy, labels, and general text)
Helvetica Neue is a classic, modern font. We’ve chosen the 45 Light weight to use for our general text from body copy to labels. Be sure to give appropriate line-height spacing ( example: 11 pt / 16 pt ) to ensure legibility!
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z a bc d efg hijk lmnopqr stu v w x y z 123456789 0 (.,:;?!$&@-*)
HelveticaNeue LT 65 Medium
Regular
Aa
Italic
(as a bold option for body copy)
Helvetica Neue 65 Medium can be used to add a strong weight for emphasis and bolding to our regular Helvetica Neue 45 Light.
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b cdefg hijk lmnop qr s tu v w x y z 123 4 5 678 9 0 (.,:;?! $ &@-* )
Arial
Aa
Aa Regular
Aa Italic
(as an alternative)
For certain uses, such as online or in Microsoft Word documents, we may want to use an alternative to Helvetica Neue for better legibility, simplicity, or compatibility. Arial is a general computer font that is also web-safe; it makes a good alternative. Verdana would also be acceptable if in a bind.
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z abc defghijklmnopqr stuv w x y z 123 4 5 678 9 0 (.,:;?!$ &@ -*)
Aa Regular
Aa Italic
Aa Bold
U2R1 : our fonts
} 21
A few don’ts To keep our brand’s integrity, there are some things we should never do with our logo, icon, or tagline. Basically anything that changes the way they look...but to be more specific:
Do not change colors. Our U2R1 text should always be either black or white, with or without the gradient. It makes the boldest statement!
Do not change the text or font. Our custom font is pretty sweet, so let’s try to keep it exactly the same. That goes for our complimenting tagline too!
Do not skew, rotate, or stretch. Our logo isn’t silly putty! Always transform our logo proportionately to make sure it is readable and recognizable.
22 { U2R1 : logo rules
Do not move or rearrange elements. We worked hard to make those elements fit together comfortably; there’s no need to move them now!
Do not use patterns or colors that interfere with the logo. We want to stand out and make a statement! Make sure our logo, including the crown and tagline are always legible. See the ‘Color Tip’ for available alternatives.
Color Tip: The crown and tagline should
generally be pink. However, they may be changed (pink, white, or black only) to stand out better on certain backgrounds or applications.
U2R1 : logo rules
} 23
u2r1 communications We are in the communication business. The essence of brand and marketing.
Branding is communication. We realize the importance of utilizing our brand elements and messaging to create strong communication that reinforces our brand identity and values. We have developed basic guidelines we should follow when communicating about U2R1 and to our clients—from our words to our style and our tone.
24 { U2R1 : communications
Our tone & style... Say what you mean and mean what you say. The way we talk or write is a direct representation of our brand. The tone we use when discussing our company is important. We are sassy, fun, upbeat, exciting, and totally cool with pushing the boundaries of the norm, so long as we keep our values and purpose in mind. We can be cheeky and sassy so long as we are not offensive, demeaning or crude. We can use slang or catchy phrases to relate to our audience. Our messaging should be in a marketing voice, emotionally targeted and driven for success. We should communicate clearly, yet creatively. Don’t just say our values, be them!
To clients... We do not need to sound like an essay, but we need to ensure that our writing comes across as professional, with no spelling or grammar mistakes. We want to write in a clear and concise way, ensuring we explain ourselves on the client’s level. In most documents, we can use the first-person plural perspective, using words such as ‘we’ and ‘our’, when referring to U2R1. We should use third-person when referring to our client, using their company name, ‘they’, and ‘their’. Generally avoid using ‘you’, as it can be hard to follow. Client brand plans are exceptions. A client’s brand plan should be written in first-person from the client company’s perspective. It should use their tone and their messaging style to introduce and be an example of the brand. Generally, we use American English spellings, unless our client is solely Canadian.
U2R1 : our tone & style
} 25
Communicating to clients We always speak to our clients, not at them. We should relate on a personal yet professional level. We must recognize their needs and goals, always offering suggestions and solutions. Communication is key to achieving the desired result for every project and every client. Ideas and opinions can be hard to communicate, often leading to frustration and negativity—which does not help anyone. It is our job to ensure we create a positive experience for our clients in order to build success. To help us do so, we have some basic tips for communicating more effectively:
Always listen first. Breathe, then respond. Take time to digest, then respond. Do not be reactive. This causes frustration on both sides and often leads to unhappy clients who feel manhandled into decisions. It’s not only about what you say, but how you say it. Calm, understanding and rational communication is key.
Again, listen. Work together to achieve more! We listen to our client’s concerns, addressing them with respect. We should always communicate with honesty and sincerity, stating our perspectives, ideas, and opinions with the understanding that everyone has the right to their own. Compromise often leads to better results in the end!
26 { U2R1 : client communication
Consider perspectives. Everyone’s is different. It is our job to be mindful of perspectives. Understanding that realities are based on individual perceptions is important when communicating to clients and people in general.
Be courteous. Manners cost nothing! ‘Please’ and ‘thank you’ go a long way and there is always time to be polite. All emails should be written with a ‘Hello -----’, ‘Hi -----’, or ‘Hey -----’ to be personable and friendly.
Be clear. Understanding takes effort on both sides. Explain things clearly and use terms our clients understand. Do not talk down to them and avoid confusing them! If email is not working, ask them if they would like to speak over the phone or set up a meeting in person.
Positivity goes a long way! No matter what we are communicating, we should use positive, uplifting, and encouraging words. Do not blame, shame, or chide. Remember, our end goal is to make our clients happy and successful; we work together to achieve that as a team!
U2R1 : client communication
} 27
Our words Words are powerful... Here are some keywords that fit our brand, as well as some words we should shy away from when describing U2R1 or what we do.
Do use words like: Creative / Unique / One-of-a-kind Inspirational / Positive / Fun Bold / Strong / Powerful / Sassy Branding / Marketing Strategy / Solution / Professional Exciting / Lively / Upbeat Pushing boundaries
Don’t use words like:
Value / ROI / Investment
Cheap / Expensive
Full Service / Creative Consulting
Web Design / Development
Business Prosperity / Successful
(in terms of explaining who we are & what we do in general)
High Quality / Classy / Sophisticated
Templated / Quick
Intuitive / Spiritual / Understanding
Can’t / Won’t
28 { U2R1 : our words
Final u2r1 thoughts... Remember you too are one! Each one of us is a brand ambassador. We have to embody U2R1’s values in every action, every email, every conversation. So, to inspire you on your way, here are some general rules to keep in mind with U2R1:
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Be positive, uplifting, personable and creative!
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Be strong, sophisticated and professional while having fun.
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Always refer to U2R1 as a Brand and Marketing Agency first and foremost.
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Use our mission statement and values to help explain who we are and what we do.
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Don’t say we can’t as a first reaction to anything. There are always possibilities for anything!
U2R1 : final thoughts
} 29
30 {
An acknowledgement It is no secret that we are a foundation built on spiritual principles and therefore it must be incorporated into our brand blueprint. We cannot succeed with out the help of The Creator, The Light. All our success comes with thanks and appreciation that we have been blessed and will continue to be blessed as part of an all-loving universe. All of our challenges and frustrations are lessons and blessings that we acknowledge as stepping-stones to great prosperity and personal evolution. We thank God for all that we have and all that we will have, all of our creative inspiration and genius ideas. We are humbled and appreciative and must remain in that mind frame as the company grows to limitless success!
Here’s to a prosperous, thankful present & future! U2R1 : an acknowledgement
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www .u2r1. ws
redefining@u2r1.ws 114 Cumberland St. Suite 300 | Toronto, ON M5R 1A6 212 Marine St. Suite 100 | Santa Monica, CA 90405
Š 2012 U2R1 Media Inc. (DBA U2R1) | All rights reserved.