communicates what is unique about emurgo. these brand … · 2019. 2. 11. · emurgo brand...

Emurgo Brand Guidelines

Introduction

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Our brand represents who we are andcommunicates what is unique aboutEmurgo. These brand guidelines areessential reference to the elements of our brand. They are a guide to help us be as creative as possible whilst being consistent.

They help you understand how we do things, how we create a distinctive personality that makes us stand out from our competitors and engage with our audiences.

Introduction

Emurgo Brand Guidelines 8

Logo

Our logo is our most valuable asset, it is what distinguishes us from our competitors.

The logo shouldn’t be altered or modified in any way. There are 2 distinct elements that make up the logo – the symbol and the wordmark. These can be used locked up together when necessary or can be used independently. As seen in these guidelines.

Always use Emurgo artwork files. Never try to recreate the logo using your own fonts or design tools.

01 Logo

Symbol Wordmark

Horizontal lock-up


Logo colourways

The logo can be used in a selection of colour combinations as shown here. The wordmark element of the logo only ever appears in Emurgo navy or white, whereas the symbol element can be white or utilise the gradient, depending on the background against which it is appearing.

Always ensure there is enough contrast between the logo and the background to protect the legibility of the brand.

White on gradient background

Reversed for navy background

White on image background

Full colour on white background

01 Logo

10Emurgo Brand Guidelines

Exclusion zone

01 Logo

To ensure that our symbol and wordmark are always recognisable and legible the exclusion zone should be the height of the letter ‘E’ allowing our symbol to appear clearly next to the other logos.

When the logo appears on an image or illustration, there should be enough contrast between the symbol and its surroundings to ensure legibility.


Logo don’ts

It is important that the logo is not misused. See opposite for examples to avoid.

Don’t increase or reduce the size of the gap between symbol and wordmark.

Don’t rearrange the elements within the logo.

Don’t compromise the legibility of the logo.

Don’t stretch the logo. Don’t add a holding device to the logo.

Don’t change the colour of the logo or put gradient on the wordmark.

Don’t add any effects on the logo. Don’t alter the wordmark.

01 Logo


Brand symbol

This is the Emurgo brandsymbol. It is derived from thelogo and effectively works asan abbreviation of the brand as well as being used as a feature graphic device across our communications.

Always use Emurgo artwork filesnever try to recreate the logo usingyour own fonts or design tools.

01 Logo


The symbol can be used in a selection of colour combinations as shown here. The symbol element can be white or utilise the gradient, depending on the background against which it is appearing.

Always ensure there is enough contrast between the symbol and the background to protect the legibility of the brand. Always use Emurgo artwork filesnever try to recreate the logo usingyour own fonts or design tools.

White on gradient background

Full colour Navy background

White on image background

Symbol colourways

01 Logo


Symbol exclusion zone

To ensure that our symbol is always recognisable and legible the exclusion zone should be the height of the biggest circle taken from the symbol. By doing this it will allow our symbol to appear clearly without having other graphic elements impacting the legibility.

When the symbol appears on an image or illustration, there should be enough contrast between the symbol and its surroundings to ensure legibility.

01 Logo

Exclusion measure = the largest circle


Symbol dos and don’ts

Follow the guidance shown opposite to ensure the symbol is used correctly and most effectively.

Don’t stretch the symbol. Don’t flip the symbol if it’s not locked-up to wordmark.

The symbol can feature large and full bleed.

Don’t use the gradient in different direction. Use artwork file only.

The symbol can be used as a shorthand (example, App).

When using the symbol as feature graphic, display only the logo workdmark.

No repetition of symbol and logo.

The symbol can be cropped on application.

01 Logo

Nate RaineMarketing Manager [email protected] M. +44 (0)7788 319 622 5th Floor, 1 St. Katherine’s Way, London E1W 1UN emurgo.io


Colour palette

This is our brand colour palette. It will help us to create a distinctive brand identity and plays a vital part in building recognition.

The gradient is a key element of our palette, with the individual red and yellow colours providing a supporting role. White space is also an important element and should be used generously across communications.

Tints of these colours may be used to extend the palette for use on the website, maps, infographics and charts.

Please noteThere are no spot colours within the palette because the gradients print most successfully using CMYK. Please do not be tempted to use spot colours or add them to the palette.

02 Colour

Emurgo Gradient

Emurgo Navy C100 M24 Y0 K79 R0 G41 B54 #002936

Emurgo Red C0 M97 Y55 K0 R255 G16 B85 #ff1055

20% 80%60%40%20%10%80%60%40%20%10%


Gradient

The gradient can be applied to any asset or shape but in order to maintain consistency, it should always be created according to these guidelines.

Always use the gradient colour values provided in this document and keep the balance of each colour equal.

Locations of each swatch should be as follows:Yellow: 100%Red: 100%Slider: 50%Angle: 45%

Yellow: C0 M18 Y69 K0 R255 G211 B99 #ffd363

Red: C0 M97 Y55 K0 R255 G16 B85 #ff1055

The gradient should always be applied diagonally, from the bottom left corner to top right corner.

In instances where there is no top left corner, example the symbol, the gradient is applied diagonally from bottom left to top right. The yellow always remains on the left hand side and red on the right for consistency.

02 Colour

Emurgo gradient

21Emurgo Brand Guidelines

Brand typeface Our brand typeface is Montserrat and we use two weights: Montserrat Bold and Montserrat Regular. Type is either left or centre aligned, never right aligned or justified.

Tracking: 0, opticalLeading: 120% of the point size

System typeface Our system typeface is Arial and we use Arial Regular and Arial Bold. The system typeface is for use in instances where the brand typeface would not be appropriate i.e everyday use for emails, word documents, powerpoint documents, etc. The same rules apply regarding alignment, tracking and leading as for the brand typeface above.

Typeface

For headings and subheadings we use Montserrat Bold

For headings and subheadings we use Arial Bold

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Montserrat BoldAaBbCcDdEe 12345Montserrat RegularAaBbCcDdEe 12345

Arial BoldAaBbCcDdEe 12345Arial RegularAaBbCcDdEe 12345

Our brand typeface is MontserratWe use Montserrat Bold

Our system typeface is ArialWe use Arial Bold

03 Typography

22Emurgo Brand Guidelines 03 Typography





For large headlines use Montserrat Bold



• For body copy we use Montserrat Regular

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Styling




Imagery

04 Photography

It is incredibly important that we avoid the traps of using bland, obvious or inconsistent photography; imagery that is clichéd or commonplace among some other firms, or abstract imagery that our audiences won’t connect with the topic we are communicating about.

Our brand imagery should always meet the following criteria:

Young EntrepreneurialInternationally diverseEngagingInspiringTechnology

Emurgo Brand Guidelines

Brand icons

They are designed to contain a continuous line from the dots derived from the logo – this creates a link between the elements and contributes to the brand presence. Always use icon artwork files.

2605 Iconography

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Enterprise

Mentors

Finance

Treasury

Compatible

Accelerator

Capital

Pharmaceuticals

Resources

Scale

Academy

Connections

Framework

Peer-review

Logistics

Legal

Sustainability

Cryptography


Icons colourways

05 Iconography

Icon on white background Icon on navy background

The icons can be used in a selection of colour combinations as shown here. The icon circle element can be either white or navy, depending on the background.

Always ensure there is enough contrast between the icon and the background to protect the legibility of the brand. Always use icon artwork files.


Usage

Our icons can be used in a variety of ways, communicating specific reference information or be used as more expressive graphics.

The icons can be used in full colour or reversed. Always use the original artwork, do not recolour.

Icon can be used to create diagrams

Icon can be used as large graphics

Icon can be used to communicate facts and statistics

Icon can be used to reference information

05 Iconography

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Sectors

Enterprise

Capital

Connections

Legal

Academy Sustainability

Cryptography

communicates what is unique about emurgo. these brand … · 2019. 2. 11. · emurgo brand...

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