Sweetbot_style_guide Sweetbot Style Guide

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Brand-identity Guidelines
Contents:

Date:

1.0 Introduction (page 1)
2.0 The Logo Design (page 3)
2.1 The Logo Usage (page 6)
2.2 HotBot Logo Design (page 10)
3.0 Colour Scheme (page 13)
4.0 Typography (page 16)
5.0 Contact (page 19)
October 2017

1.0

Introduction
Overview
The purpose of these guidelines is to explain the use of the new brand style and to
reinforce consistent application of the visual elements in all communications. This includes
publications, presentations, and all other marketing materials both online and offline.
Guidelines on the use of the logo are included.

1.0 Introduction

Brand-identity Guidelines - October 2017

1.

Our “identity”
Our corporate identity is the face and personality presented to the global community. It’s
as important as the products and services we provide. Our visual identity is the total effect
of logo, products, brand name, trademark, advertising, brochures, and presentations—
everything that represents us.
Because the brand cannot be compromised, we’ve created this guide to provide all the
pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these
guidelines, the materials you create will represent our company cohesively to the outside
world.

The company background
sweetbot.design is an international oriented start-up company, currently with main focus
on the Danish market. We are offering services and consulting within web design and web
development, branding (visual identity) as well as internet security (network and data
security), and are distributing our own custom web shop solution hotbot.

Page Edge

The sweetbot.design team consist of 6 permanent members and a wild bunch of associated freelancers.

1.0 Introduction

45˚

Brand-identity Guidelines - October 2017

2.

2.0

The Logo Design
The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image
of the branding.

2.0 The Logo Design

Brand-identity Guidelines - October 2017

3.

Primary logo - in colour

2.0 The Logo Design

Brand-identity Guidelines - October 2017

4.

Primary logo - alternative colours

2.0 The Logo Design

Brand-identity Guidelines - October 2017

5.

2.1

The Logo Usage
Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the
application.
When reproducing any logo elements, only the original high resolution or vector graphic
files shall be used - logos should not be taken from this document.

2.1 The Logo Usage

Brand-identity Guidelines - October 2017

6.

x

x

x
31 mm

7 mm

2.1 The Logo Usage

Exclusion Zone
Make sure that text or other design elements do
not encroach upon the logo.
The marked space should always be given to let
the logo ‘breathe’, free from distraction.

Minimum reproduction size
In the primary logo format a minimum size must
be adhered to so that legibilty is retained.
In exceptional circumstances where space is
below the recommended size, adjustments may
have to be made to balance the shape and
visibility.

Brand-identity Guidelines - October 2017

7.

Wrong!
The logo has become distorted from it’s designed
aspect ratio, therefore stretching or squshing the
shape and text.
If the space is restrictive, the scale of the logo (not
the dimensions) must be adjusted to fit.

Correct!
The logo’s shape is consistent with the initial
design, retaining balance and legibility.

2.1 The Logo Usage

Brand-identity Guidelines - October 2017

8.

Wrong!
The backdrop for the logo’s placement is too
similar to the primary colour - it lacks visibilty and
contrast.
To fix this problem, you can either select a
contrasting base colour, or switch to one of the
secondary colours assigned to the logo.

Correct!
The logo is clear and visible, set in primary colours
onto a backdrop which shows contrast.
Although the backdrop is not white, the colours
have been adjusted accordingly to work with the
design.

2.1 The Logo Usage

Brand-identity Guidelines - October 2017

9.

Wrong!
Important elements within the logo have been
distorted, enlarged or shrunk, affecting the
balance and design.
A consistent layout is essential across all media,
and by changing key elements it will introduce
confusion into the brand.

Correct!
The logo has been used in the fashion it was
designed. A consistency has been achieved in how
it is seen.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

10.

Wrong!

Sweetbot.Design

A colour outside of the selected brand colour
scheme has been used. This is not recommended
as it confuses the brand image.
Replacing the font is a definate no-no. The
selected typeface should be used at all times with
the presentation of the logo.

Correct!
The logo is presented in it’s primary colours using
the primary typeface that has been selected for
the logotype.

2.2 The Logo Usage

Brand-identity Guidelines - October 2017

11.

Content
Content

In most cases, use of one company logo is all that
is required. If an advertiment is made by your
company then that logo is usually all that is
required for recognition by your audience and/or
customers.

2.2 The Logo Usage

Brand-identity Guidelines - October 2017

12.

2.2

HotBot Logo Design
Firmaets logo er en vigtig og værdsat del af firmaets brand. Små ændringer i logoet kan
underminere og gøre skade for firmaets brand.

2.2 The Logo Usage

Brand-identity Guidelines - October 2017

13.

Primary logo - in colour

2.2 The Logo Usage

Brand-identity Guidelines - October 2017

14.

2.2 The Logo Usage

Brand-identity Guidelines - October 2017

15.

3.0

Colour Scheme
Accurate reproduction of the brand colour scheme is essential in communicating a clear
and consistent message about the company image.
The Pantone colours should be used wherever possible, with CMYK / RGB being matched
as closely as possible depending on the materials and print process.
Black and white are acceptable as accent colours, in addition to the colours within the
assigned scheme.

3.0 Colour Scheme

Brand-identity Guidelines - October 2017

13.

Pantone colour ref.

RGB

HEX

Pantone 7690 C

85 / 50 / 0 / 0

61/ 107 / 180

#3D6BB4

Secondary Brand Colour
secondary background / accent

Pantone 659 C

56 / 24 / 0 / 0

116 / 156 / 211

#749CD3

Third Brand Colour
tertiary background / second accent

Pantone 157 C

2 / 38 / 64 / 0

223/ 155 / 103

#DF9B67

Pantone 584 C

20 / 0 / 100 / 0

201/ 219 / 80

#C9DB50

Pantone 421 C

0 / 0 / 0 / 30

181 / 178 / 176

#B5B2B0

Pantone Black 6 C

0 / 0 / 0 / 100

42 / 16 / 0

#2A1000

0/0/0/0

255 / 255 / 255

#FFFFFF

Primary Brand Colour
logo / main background / business cards

Fourth Brand Colour
alternative background / alternative accent

Alternative Background Colour

Text / Content

Alternative Text / Content

3.0 Colour Scheme

CMYK

Brand-identity Guidelines - October 2017

14.

Examples of how the primary logo deals with the alternative colour
backgrounds from the suggested scheme.

This also applies to the logo’s placement over a photographic
background, pattern, visual graphics or other media.

The only ‘rules’ are that the colours do not clash and that there is a level
of contrast (or difference) between logo, typography and it‘s specified
backdrop.

3.0 Colour Scheme

Brand-identity Guidelines - October 2017

15.

4.0

Typography
The primary typeface is Lato, selected to best represent the brand image, and must be
used to retain consistency.
Replacing fonts with alternatives should not be done under any circumstances.

4.0 Typography

Brand-identity Guidelines - October 2017

16

Primary Typeface
Lato (Regular) Text / Content

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV WX YZ
1234567890
!@ £ $%^&*( ) ¡ €#¢∞§¶•ª º-–_=+{ }[ ];:/ \,.~
å∫ç∂´ƒ©˙^Δ˚¬µ~ øπœ®ß†¨√∑≈¥Ω

4.0 Typography

Brand-identity Guidelines - October 2017

17

Secondary Typeface
Lato (Medium) Tagline / Headings / Subheadings

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV WX YZ
1234567890
!@ £ $%^&*( ) ¡ €#¢∞§¶•ª º-–_=+{ }[ ];:/ \,.~
å∫ç∂´ƒ ©˙^Δ˚¬µ~øπœ®ß†¨√ ∑≈¥Ω

4.0 Typography

Brand-identity Guidelines - October 2017

18

5.0

Contact Details
Company:
CEOs:
Email:

5.0 Contact Details

Sweetbot Design
Merete Geldermann | Marc Kluge
mli@cphbusiness.dk | klu@cphbusiness.dk

Brand-identity Guidelines - October 2017

19



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