FF Brand Guide V1

FF-brand-guide-V1

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Forward
Future
Essential
Brand
Guidelines

Our Mission
At Forward Future, our mission is to
explore the transformative potential of
technology through fashion, an accessible
physical medium and outlet for personal
expression.

Our Values

We believe that passion is a powerful
unifying force, and invite people to
connect with each other and showcase
their excitement for the future of fashion,
technology, and culture.

Open-minded:
We believe diversity drives evolution in
technology, design, and culture. Forward
Future works to cultivate an environment of
collaboration in both product development
and community interaction.
Imaginative:
Oftentimes, the best ideas are born while
we are at play. Forward Future strives to
integrate the creative spirit with technical
excellence to further innovation in the
intersection between technology and
fashion.
Positive:
Forward Future believes that technology
will change lives for the better. We support
research and development that aims to
improve the human condition.
Efficient:
Modern technological advancements have
enabled humankind to achieve more with
less resources. We plan and execute all
operations with the longevity of people and

Our Vision
Integrate the confidence of good design
and the utility of cutting edge technology to
positively impact the lives of every person.

Typography
Oxygen Regular 12pt

Oxygen Regular 14pt

Oxygen Regular 18pt

Khand Medium 48pt

Oxygen Regular 21pt

Oxygen Regular 24pt
Arial Regular 12pt

Arial Regular 14pt

Arial Regular 18pt

Arial Regular 21pt

Arial Regular 24pt

Khand Medium 36pt
Khand Medium 24pt

Impact 48pt
Impact 36pt
Impact 24pt

The header typeface for our brand is Khand Medium. The Body typeface for our brand is Oxygen
Regular. Both Oxygen and Khand can be downloaded from Google Fonts for free.
Header type should be at least 24pt font, and body type should be at least 12pt. Make sure the header
text is bigger than the body text, since the actual size of their letters differ even with the same font
size. Text spacing should at least be the same size of the text.
Text that uses Khand as its font should be no longer than a brief sentence. Oxygen should be used for
text such as descriptions. Alternate fonts for Khand are Impact, then sans-serif. For Oxygen, use Arial,
then sans-serif.

Color and Logo Use
Lorem ipsum
dolor sit amet

Virtual Violet
HEX Code:
#5A00B9

Lorem ipsum
dolor sit amet

Lorem ipsum
dolor sit amet

Blue Screen
HEX Code:
#1E00A4

Error Red
HEX Code:
#C62300

Color Use
Primary brand colors are black and white, since our focus
is on simplicity and utility. Black and white have the best
contrast, and are also color-blindness friendly. The
secondary colors are violet, blue, and red.
Color should be used sparingly as accents to differentiate
content, or imply functionality, such as links. Body text
with color accents should be bolded for extra legibility.

Logo Use
The Forward Future Logo is an integral part of
the brand identity. The logo should only be in
solid colors and be fully visible. Always keep
the original proportions of the logo. Original
logo files should already have a 10% margin
around all sides. If not, please add a margin of
at least 10% of the image height.

Black
HEX Code:
#000000
White
HEX Code:
#FFFFFF

Khand Medium 24pt
Forward Future
Forward Future
Forward Future

Content Organization
Website Layout
For ease of reading, most of our website
should utilise a white background with black
text. Special information may permit pages
to display white text on a black background.
Headers and text are mainly left-aligned.
Keep text decorations and colors minimal.
Ideally, the visitor’s attention will naturally
gravitate towards the products. Please refer
back to the color and logo use page for
guidance regarding color use in text.
Navigation should be easy to access and
self-explanatory. Content should have
consistent spacing throughout each page.
Make sure that the contents do not obstruct
each other even when the browser window
changes size. Older internet browsers may
not support some functionalities of our
website. Maintain a positive user experience
even for visitors from these browsers.

Tone of Voice
The tone of voice for any text by Forward
Future should be straightforward, concise,
and free of any grammatical errors. Be
cognizant of our values when authoring
any writing, such as product descriptions,
social media posts, and replies to users.
Humor can be included in the text, but
should be respectful of others and the
Forward Future brand.

Visual Guide
Here are some examples of color and text
variations for use in media branded by
Forward Future. Remember, colors may vary
by users depending on screen monitor
settings.

Thank you for keeping the brand alive in
Forward Future. Contact Jona Joe at
joejona@forwardfuture.com for any inquiries
regarding the Forward Future brand.

Khand Medium 36pt Khand Medium 36pt
Forward Future
Forward Future
Forward Future
Forward Future
Forward Future
Forward Future
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