Chrome River brand manual
Brand Guidelines FEBRUARY 2018
BRAND GUIDELINES
Contents
1. Logo
5. Imagery
1.1. Clear Space
5.1. Illustration
1.2. Logo Variations
5.2. Dos and Don’ts
1.3. Minimum Size 6. Icon 2. Brand Elements
6.1. Product Icons
2.1. Tagline 2.2. Message and Separator
7. Brand Personality
2.3. Frame
and Tone
3. Colors 4. Typography 4.1. Alternate Typefaces
BRAND GUIDELINES
1. Logo The Chrome River logo is versatile for use in all web, screen, and print materials.
LO G O
BRAND GUIDELINES
1.1. Logo Clear Space Clear space is the area surrounding the logo that must be kept free of any text or graphic elements. By leaving ample space around the logo, we make sure it stands out on all of our communications. Clear space is measured by the height and width of the letter ‘O’ in our logo.
LO G O C L E A R S PA C E
BRAND GUIDELINES
L O G O V A R I AT I O N S
1.2. Logo Variations For complete versatility, the logo can also be reproduced in reversed and one color formats. Use the reversed format when the background is a solid color, dark enough to support the logo rendered in River Blue color. When paired with the River Blue colored background, the on-blue logo makes a bold statement - use it when it is the dominant graphic element on a particular layout. The one color version should only be used in mediums with limited color support.
Reversed Logo
On Blue
One Color
BRAND GUIDELINES
MINIMUM SIZE
1.3. Minimum Size The master logo should never be less than 1” in print and less than 100 pixels in digital applications. When used together with the tagline, those minimum dimensions become 1.5” and 150 pixels.
1" or 100 px
1.5" or 150 px
BRAND GUIDELINES
2. Brand Elements Our brand employs a number of different graphic elements to support our logo and expression. Just like our logo, these elements should always be used in a consistent manner.
BRAND ELEMENTS
BRAND GUIDELINES
2.1. Tagline When displayed together with the logo, the tagline is the only element that can pe positioned inside the logo’s clear space. Always maintain the size relationship and positioning of the tagline relative to the logo. The tagline can also be used as a stand-alone element. Always use it as a graphic and don’t try to replicate it using plain text.
TA G L I N E
BRAND GUIDELINES
2.2. Message and Separator Our main message is typically presented along with our wavy line separator and tagline. Make sure to maintain the size relationship and positioning of these elements relative to one another. The main message is set in Neo Sans Bold. The separator can also be used as a stand-alone element. It creates separation between different content sections. Do not revert, rotate, extend, or otherwise modify the separator.
M E S S A G E A N D S E P A R AT O R
BRAND GUIDELINES
2.3. Frame The incomplete frame is a visual mechanism for adding visual focus to our messaging. It is used in a question-answer format and its presentation and break points should be consistent throughout all of our materials. The cut at the bottom can be used to position a call to action. The question is set in Neo Sans Bold. The answer is set in Myriad Regular, uppercase.
FRAME
BRAND GUIDELINES
CO LO R S
3. Colors River Blue is our main color. It defines the brand. It should be complemented by Off White. Together, these should account for 50% or more of the entire visuals.
River Blue
Aqua
Pantone: 639 C CMYK: 100-10-0-10 RGB: 0-144-207 HEX: #0090CF
Pantone: 3272 C CMYK: 90-5-45-0 RGB: 75-166-158 HEX: #4BA69E
Aqua, Earth, and Indigo are complementary accent colors. Their use should be limited. Red Accent is the most visible accent color and should be used sporadically - maximum one instance per layout.
Off White
Earth
Pantone: 7541 C CMYK: 2-0-1-4 RGB: 242-246-243 HEX: #F2F6F3
Pantone: 556 C CMYK: 64-15-55-0 RGB: 124-166-135 HEX: #7CA687
Off Black should be used primarily for headings and text.
Off Black
Indigo
Pantone: 426 C CMYK: 79-64-60-63 RGB: 41-48-51 HEX: #293033
Pantone: 7462 C CMYK: 100-70-20-5 RGB: 49-87-140 HEX: #31578C
All colors can be used with various degrees of transparency. Off White can be darkened slightly in applications where contrast reproduction can be an issue.
Accent Pantone: 7416 C CMYK: 3-76-72-0 RGB: 204-102-82 HEX: #CC6652
BRAND GUIDELINES
TYPOGRAPHY
4. Typography The primary typeface is NeoSans. It is an ultra modern sans-serif, while still versatile and functional. It can be used in all web, screen, and print communications, in a multitude of different sizes. However, it works best in limited quantities so use it mainly for headings. The complementary typeface is Myriad. It should be used for body text and small headings. Both typefaces can be used in Light, Regular, Medium, Bold, and Black weights.
Aa Aa
NeoSans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
Myriad ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
BRAND GUIDELINES
A LT E R N AT E T Y P E F A C E S
4.1. Alternate Typefaces In situations where the brand typefaces are not available, they can substituted with Arial (Helvetica).
Aa
Arial / Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
BRAND GUIDELINES
5. Imagery Imagery plays a powerful role in all brands. It is the first thing people focus on. The key word here is 'genuine'. Photos that feel real tend to connect better with the audience as opposed to cliche stock concepts. The scenes presented should be ones that the audience might encounter in their everyday lives. We want real people and real life situations, not immaculate skin, blinding white teeth, and smiles for no reason. Inanimate objects can be used as well but the same principles apply - the more real the scene feels, the better. Details of an object can usually tell a more intimate story too, than a wider shot. Heavy post-processing effects are also to be avoided.
IMAGERY
BRAND GUIDELINES
5.1. Illustration Our design style is flat with only a few strategically placed shadows for added visual focus. Our illustrations should have a similar style. In other words, no heavy gradients, no 3D graphics, no over-use of drop shadows. We're looking for clean lines and generous areas of solid colors. It helps if the color palette is similar to our own but that's not necessarily a requirement.
I L L U S T R AT I O N
BRAND GUIDELINES
5.2. Dos and Don'ts - Business
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
5.2. Dos and Don'ts - Technology
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
5.2. Dos and Don'ts - Travel
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
ICON
6. Icon The ‘CR’ particle can be used as an icon representing Chrome River, its website or app. Whenever possible it should be used with a blue background. A blue & black transparent version is also provided for situations that require it.
Chrome River
Chrome River
BRAND GUIDELINES
PRODUCT ICONS
6.1. Product Icons Each of our products has an associated icon and color. The icons should remain consistent in all product representations. They can be placed against a colored background or they can stand alone. The color coding is optional but should be used whenever the icons or their backgrounds are represented in color. The suggested type treatment for our product names should also remain consistent whenever possible.
Expense
Invoice
Audit
Analytics
CMYK: 75-43-20-0 RGB: 75-128-166 HEX: #4B80A6
CMYK: 66-17-40-0 RGB: 91-166-160 HEX: #5BA6A0
CMYK: 71-27-31-0 RGB: 75-151-166 HEX: #4B97A6
CMYK: 82-44-34-7 RGB: 49-117-140 HEX: #31758C
BRAND GUIDELINES
P E R S O N AL I T Y A N D TO N E
7. Personality and Tone Chrome River’s brand strikes a balance between the irreverent tone of start-ups and the often corporate, more “buttoned-down” personality of larger organizations. Our goal is to represent Chrome River as the trustworthy and respected expert in the market, yet friendly, approachable and dedicated to our customers’ success. We are an agile innovator, but don’t carry the risk of working with a smaller, early-stage company. We have the background, capabilities, and scale to support the needs of the largest and most sophisticated global organizations, but we aren’t unapproachable or unwilling to work with our customers’ specific requirements.
We want to be viewed as a true partner for our customers. An organization that they can rely on to deliver solutions that will drive long-term benefits, and one that will listen to their suggestions and concerns, and enable them to be successful for many years.
BRAND GUIDELINES
Contents
1. Logo
5. Imagery
1.1. Clear Space
5.1. Illustration
1.2. Logo Variations
5.2. Dos and Don’ts
1.3. Minimum Size 6. Icon 2. Brand Elements
6.1. Product Icons
2.1. Tagline 2.2. Message and Separator
7. Brand Personality
2.3. Frame
and Tone
3. Colors 4. Typography 4.1. Alternate Typefaces
BRAND GUIDELINES
1. Logo The Chrome River logo is versatile for use in all web, screen, and print materials.
LO G O
BRAND GUIDELINES
1.1. Logo Clear Space Clear space is the area surrounding the logo that must be kept free of any text or graphic elements. By leaving ample space around the logo, we make sure it stands out on all of our communications. Clear space is measured by the height and width of the letter ‘O’ in our logo.
LO G O C L E A R S PA C E
BRAND GUIDELINES
L O G O V A R I AT I O N S
1.2. Logo Variations For complete versatility, the logo can also be reproduced in reversed and one color formats. Use the reversed format when the background is a solid color, dark enough to support the logo rendered in River Blue color. When paired with the River Blue colored background, the on-blue logo makes a bold statement - use it when it is the dominant graphic element on a particular layout. The one color version should only be used in mediums with limited color support.
Reversed Logo
On Blue
One Color
BRAND GUIDELINES
MINIMUM SIZE
1.3. Minimum Size The master logo should never be less than 1” in print and less than 100 pixels in digital applications. When used together with the tagline, those minimum dimensions become 1.5” and 150 pixels.
1" or 100 px
1.5" or 150 px
BRAND GUIDELINES
2. Brand Elements Our brand employs a number of different graphic elements to support our logo and expression. Just like our logo, these elements should always be used in a consistent manner.
BRAND ELEMENTS
BRAND GUIDELINES
2.1. Tagline When displayed together with the logo, the tagline is the only element that can pe positioned inside the logo’s clear space. Always maintain the size relationship and positioning of the tagline relative to the logo. The tagline can also be used as a stand-alone element. Always use it as a graphic and don’t try to replicate it using plain text.
TA G L I N E
BRAND GUIDELINES
2.2. Message and Separator Our main message is typically presented along with our wavy line separator and tagline. Make sure to maintain the size relationship and positioning of these elements relative to one another. The main message is set in Neo Sans Bold. The separator can also be used as a stand-alone element. It creates separation between different content sections. Do not revert, rotate, extend, or otherwise modify the separator.
M E S S A G E A N D S E P A R AT O R
BRAND GUIDELINES
2.3. Frame The incomplete frame is a visual mechanism for adding visual focus to our messaging. It is used in a question-answer format and its presentation and break points should be consistent throughout all of our materials. The cut at the bottom can be used to position a call to action. The question is set in Neo Sans Bold. The answer is set in Myriad Regular, uppercase.
FRAME
BRAND GUIDELINES
CO LO R S
3. Colors River Blue is our main color. It defines the brand. It should be complemented by Off White. Together, these should account for 50% or more of the entire visuals.
River Blue
Aqua
Pantone: 639 C CMYK: 100-10-0-10 RGB: 0-144-207 HEX: #0090CF
Pantone: 3272 C CMYK: 90-5-45-0 RGB: 75-166-158 HEX: #4BA69E
Aqua, Earth, and Indigo are complementary accent colors. Their use should be limited. Red Accent is the most visible accent color and should be used sporadically - maximum one instance per layout.
Off White
Earth
Pantone: 7541 C CMYK: 2-0-1-4 RGB: 242-246-243 HEX: #F2F6F3
Pantone: 556 C CMYK: 64-15-55-0 RGB: 124-166-135 HEX: #7CA687
Off Black should be used primarily for headings and text.
Off Black
Indigo
Pantone: 426 C CMYK: 79-64-60-63 RGB: 41-48-51 HEX: #293033
Pantone: 7462 C CMYK: 100-70-20-5 RGB: 49-87-140 HEX: #31578C
All colors can be used with various degrees of transparency. Off White can be darkened slightly in applications where contrast reproduction can be an issue.
Accent Pantone: 7416 C CMYK: 3-76-72-0 RGB: 204-102-82 HEX: #CC6652
BRAND GUIDELINES
TYPOGRAPHY
4. Typography The primary typeface is NeoSans. It is an ultra modern sans-serif, while still versatile and functional. It can be used in all web, screen, and print communications, in a multitude of different sizes. However, it works best in limited quantities so use it mainly for headings. The complementary typeface is Myriad. It should be used for body text and small headings. Both typefaces can be used in Light, Regular, Medium, Bold, and Black weights.
Aa Aa
NeoSans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
Myriad ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
BRAND GUIDELINES
A LT E R N AT E T Y P E F A C E S
4.1. Alternate Typefaces In situations where the brand typefaces are not available, they can substituted with Arial (Helvetica).
Aa
Arial / Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!#$&@*) 0123456789
BRAND GUIDELINES
5. Imagery Imagery plays a powerful role in all brands. It is the first thing people focus on. The key word here is 'genuine'. Photos that feel real tend to connect better with the audience as opposed to cliche stock concepts. The scenes presented should be ones that the audience might encounter in their everyday lives. We want real people and real life situations, not immaculate skin, blinding white teeth, and smiles for no reason. Inanimate objects can be used as well but the same principles apply - the more real the scene feels, the better. Details of an object can usually tell a more intimate story too, than a wider shot. Heavy post-processing effects are also to be avoided.
IMAGERY
BRAND GUIDELINES
5.1. Illustration Our design style is flat with only a few strategically placed shadows for added visual focus. Our illustrations should have a similar style. In other words, no heavy gradients, no 3D graphics, no over-use of drop shadows. We're looking for clean lines and generous areas of solid colors. It helps if the color palette is similar to our own but that's not necessarily a requirement.
I L L U S T R AT I O N
BRAND GUIDELINES
5.2. Dos and Don'ts - Business
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
5.2. Dos and Don'ts - Technology
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
5.2. Dos and Don'ts - Travel
Do
Don’t
DOS AND DON'TS
BRAND GUIDELINES
ICON
6. Icon The ‘CR’ particle can be used as an icon representing Chrome River, its website or app. Whenever possible it should be used with a blue background. A blue & black transparent version is also provided for situations that require it.
Chrome River
Chrome River
BRAND GUIDELINES
PRODUCT ICONS
6.1. Product Icons Each of our products has an associated icon and color. The icons should remain consistent in all product representations. They can be placed against a colored background or they can stand alone. The color coding is optional but should be used whenever the icons or their backgrounds are represented in color. The suggested type treatment for our product names should also remain consistent whenever possible.
Expense
Invoice
Audit
Analytics
CMYK: 75-43-20-0 RGB: 75-128-166 HEX: #4B80A6
CMYK: 66-17-40-0 RGB: 91-166-160 HEX: #5BA6A0
CMYK: 71-27-31-0 RGB: 75-151-166 HEX: #4B97A6
CMYK: 82-44-34-7 RGB: 49-117-140 HEX: #31758C
BRAND GUIDELINES
P E R S O N AL I T Y A N D TO N E
7. Personality and Tone Chrome River’s brand strikes a balance between the irreverent tone of start-ups and the often corporate, more “buttoned-down” personality of larger organizations. Our goal is to represent Chrome River as the trustworthy and respected expert in the market, yet friendly, approachable and dedicated to our customers’ success. We are an agile innovator, but don’t carry the risk of working with a smaller, early-stage company. We have the background, capabilities, and scale to support the needs of the largest and most sophisticated global organizations, but we aren’t unapproachable or unwilling to work with our customers’ specific requirements.
We want to be viewed as a true partner for our customers. An organization that they can rely on to deliver solutions that will drive long-term benefits, and one that will listen to their suggestions and concerns, and enable them to be successful for many years.
