STYLE GUIDE. Version

Transcription

1 STYLE GUIDE Version

2 TABLE OF CONTENTS 02 Welcome Using our style guide The Hubdoc visual brand is clean, simple, colorful, and fun. It is designed to be flexible and easily adapted to any medium or usage. This style guide describes mandatory and optional brand elements, how to use them, and examples of their correct usage. Our identity 03 Our visual language 14 Our brand applications 26

3 IDENTITY 03 Our identity

4 IDENTITY 04 Mandatory visuals 1 Logotype 2 Color palette 3 Typography Page 05 Page 09 Page 10 Core design elements There are four elements of our toolkit that must be present on all collateral and creative output. Logotype 05 Typography 09 Color pallet 10 Layout grids 12 4 Layout grids Page 12

5 IDENTITY 05 Logotype Our logotype is a representation of our company, our people and our brand to the world. It is the most valuable asset of our brand and should be used consistently in the proper and approved forms. Always use the Digital Master Artwork for the logotype never reproduce it from any other printed or digital source. This helps us maintain quality and consistency across all our communications. PANTONE 2985 U PANTONE 301 U PANTONE 534 C PANTONE 338 U HEX: #3ABBED C:63 / M:6 / Y:0 / K:0 R:58 / G:187 / B:237 HEX: #2B5E91 C:90 / M:65 / Y:20 / K:4 R:43 / G:94 / B:145 HEX: #16345F C:100 / M:85 / Y:36 / K:26 R:22 / G:52 / B:95 HEX: #4BBC9C C:67 / M:0 / Y:50 / K:0 R:75 / G:188 / B:156 Standard version Reversed version

6 IDENTITY 06 Picturemark Our monogram is an abbreviated version of our Logotype. It is used in situations when space is limited, such as profile pictures on social media. This symbol represents the brand but should be used sparingly. Ideally the use of the Hubdoc monogram is limited to situations where the target audience is already familiar with the company and brand. Square/std version Square/rev version Circle/std version Circle/rev version

7 IDENTITY 07 Padding Logotype White space Art needs room to breathe, so does our logo. Leaving space around the logo helps display it at its best and is vital to maintaining brand design consistency. The minimum clear space that must surround the logo on all the sides should be equivalent to the height of the letter H in the logotype. For the picturemark, make sure the minimum clear space is equivalent to the distance between the left points of the dark blue portion of the mark. Picturemark Wordmark

8 IDENTITY 08 Don t abuse our logos Our logos must always stay consistent when using it with marketing material. It is important not to alter it in any way. Attached are a few examples of what not to do: Don t rotate the logotype. HUBDOC Don t attempt to recreate the logotype or change the font. Don t scale the logotype disproportionately Don t interchange the colors of the logotype. Don't change the position of the elements of the logotype. Don t crop the logotype. Don t place the logotype over lighter backgrounds other than specified. Don t use the logotype over gradients or textures. Don t place the logotype over irregular backgrounds.

9 IDENTITY 09 Main color palette Full color palette PANTONE 534 C PANTONE 301 U PANTONE 2985 U Color is one of the more important elements of our brand. Correct usage of color ensures our communications are bold, vibrant, and energetic. Typeface colors #3abbed # #4bbc9c #ffffff Icon colors #3abbed #4bbc9c #f66655 #ff9f2e #2b5e91 #ffffff #16345f C100 / M85 / Y36 / K26 R22 / G52 / B95 # C86 / M46 / Y79 / K51 R17 / G68 / B49 # C56 / M48 / Y47 / K14 R114 / G114 / B114 #a60003 C23 / M100 / Y100 / K19 R166 / G0 / B3 #2b5e91 C90 / M65 / Y20 / K4 R43 / G94 / B145 #36896d C79 / M26 / Y66 / K8 R54 / G137 / B109 #bcbcbc C27 / M21 / Y21 / K0 R188 / G188 / B188 #e00004 C6 / M100 / Y100 / K1 R224 / G0 / B4 #3abbed C63 / M6 / Y0 / K0 R58 / G187 / B237 PANTONE 338 U #4bbc9c C67 / M0 / Y50 / K0 R75 / G188 / B156 #ebeaec C6 / M5 / Y4 / K0 R235 / G234 / B236 #f66655 C0 / M75 / Y66 / K0 R246 / G102 / B85 #dbeefa C12 / M1 / Y0 / K0 R219 / G238 / B250 #b3e0d1 C29 / M0 / Y21 / K0 R179 / G224 / B209 #ffffff C0 / M0 / Y0 / K0 R255 / G255 / B255 #f99792 C0 / M50 / Y32 / K0 R249 / G151 / B146 #bf6e1d C21 / M63 / Y100 / K7 R191 / G110 / B29 #ff9f2e C0 / M44 / Y91 / K0 R255 / G159 / B46 #f8b23d C1 / M33 / Y87 / K0 R248 / G178 / B61 #f3c47f C4 / M24 / Y57 / K0 R243 / G196 / B127

10 IDENTITY 10 Typography Lato light Lato regular Lato black Our main titles use the font Lobster, a fun and dynamic typeface with a little bit of flare. It reminds our audience that we have a lighthearted approach to what we do. Aa Aa Aa All other Hubdoc content is presented using Lato, a clean, easy-to-read sans serif typeface that is classical and friendly in its presentation, good for everything from secondary headlines to general copy. As of 2016, it is available as a free download from Google Fonts making it easily accessible for print and online. Lato Light Italic Aa Lato italic Aa Lato black italic Aa Lobster Aa

11 IDENTITY 11 Using our typography Possible usages and font combinations Listed here are some examples of how the different weights of Lato are used to create typographic hierarchy for effectively communicating (or honoring ) content. On the right are examples of possible combinations of font weights for optimum communications. Alternate weight usages are possible, but consistency throughout a project is key. Typeface colors #3abbed # #4bbc9c #ffffff Lobster is used for main headlines Lato Regular is our h2 title weight. Lato Black is our h3 title weight. Lato Light and Black are our body copy weights. // this is our general use typeface. All Lato fonts are web-ready and are Google fonts, meaning they are available for download via the Google font library. Lato Italic is our quotation and h4 weight.

12 IDENTITY 12 Our layout grid: Print collateral 1 4 Our print layout utilizes a 3 column grid on a standard U.S. letter canvas (8.5 x 11 ). 1) Bleed: (print) or 0 (digital) 2) Column width: ) Column margins: ) Header height: < ) Content height: > ) Footer height: Digital presentations Although we recommend using this print layout only for printed presentations, if using this layout for digital presentations please omit the bleed (1). 2 3 Examples Samples of this layout grid can be seen on page 30 & 31. 6

13 IDENTITY 13 Our layout grid: Digital collateral Our digital layout utilizes a multicolumn grid on a standard U.S. letter canvas (8.5 x 11 ). It is flexible to accommodate 2, 3, and 4 columns in the content area (right of the divider line. 4 column layouts 1) Bleed: 0 (digital) or (print) 2) Main column margin: ) Main column width: ) Padding: ) Header height: 1.0 6) Column margins: ) Column width: ) Content height: column layouts 6) Column margins: ) Column width: column layouts 6) Column margins: ) Column width:

14 VISUAL LANGUAGE 14

15 VISUAL LANGUAGE 15 Supplementary visuals 1 Characters 2 Illustrations Page 16 Page 18 3 Devices & props Page 22 Optional elements There are four elements of our toolkit that are optional for use on collateral and creative output. bill These devices are provided to support and explain the content more effectively. Care should be taken to avoid crowded designs and overuse of these elements Characters 16 Illustrations 22 Devices & props 22 4 Icons Page 25 Icons 25

16 VISUAL LANGUAGE 16 Our main characters Hubdoc Robot This lovable and friendly robot is the mascot for Hubdoc. In its belly hides an unimaginable wealth of useful tools it uses to carry out tasks vital to data & account management. Business Owner Sally Sally represents our end user, a business owner with a busy/active lifestyle who doesn t want to be bogged down by the drudgery of daily accounting paperwork. Accountant Matt Matt is a dapper fellow who lives to serve his clients. He is a representation of our ideal brand ambassador, a resourceful accountant/bookkeeper who makes Hubdoc a vital part of his work-flow.

17 VISUAL LANGUAGE 17 Our supporting characters Lead Technician John When a new feature is added or a customer has a suggestion, John is there to lead the support team. His can-do demeanor is tantamount to the success and growth of Hubdoc. Herb the Mailman Herb is a hard working post-office employee who still delivers bills and statements (among other mail) the old-fashioned way. He represents the legacy approach Hubdoc is determined to make obsolete. Security Officer Smith When there s a security concern, Smith is your man. He represents the pride Hubdoc has in keeping user s information protected from the prying eyes of hackers and other outside influences.

18 VISUAL LANGUAGE 18 Our illustrations Our illustration style is mostly flat, simple, clean and clear to understand. We aim to explain and visualize complex concepts with simple objects, shapes, and depictions. When not using an illustrated background, our illustrations must be placed either on a Light Grey or White background. Refer to existing illustrations for exact color values.

19 VISUAL LANGUAGE 19 Illustration examples

20 VISUAL LANGUAGE 20 Illustration examples

21 VISUAL LANGUAGE 21 Illustration examples

22 VISUAL LANGUAGE 22 Devices & props we use Laptop When discussing the desktop (and tablet) operation of Hubdoc, we use this graphic to describe, in simple terms, the work-flow of our application. This simplistic view shows how our four-column layout works without being overly detailed. If however a real-world screenshot is required, the monitor display can easily be replaced to accommodate that need. Laptop (art) When using laptops in our illustrations we use a different version.

23 VISUAL LANGUAGE 23 Devices & props we use Cell phone When discussing mobile scenarios, such as instructions, we use a slightly more detailed illustration to display Hubdoc screenshots. Cell phone (art) When using cell phones in our illustrations we use a different version.

24 VISUAL LANGUAGE 24 Devices & props we use Documents Bills, statements, invoices, and receipts are displayed using these four various formats, and using these four colors. The colors do not need to be associated specifically with the type of paperwork shown here and they are interchangeable. Document colors #ffdb83 #d1bc88 #d2d2d2 #ffffff Documents (digitized) One of the core features Hubdoc offers is the translation of documents into digital data to enable automatic and hassle-free accounting. We communicate that process using the same document configurations with binary code representing that translated data. invoice receipt

25 VISUAL LANGUAGE 25 Our icon set Icons are simple and clean. All icons appropriate to our brand can be found in the open-source FontAwesome repository, available (as of 2015) for download via github. Font-awesome icon set examples (use only Hubdoc-approved colors) Font awesome nt-awesome/ Icon colors #3abbed #4bbc9c #f66655 #ff9f2e #2b5e91 #ffffff Exceptions Social media icons must be rendered in the company s brand color, or white. Social media icons (use company s brand colors)

26 BRAND APPLICATIONS 26

27 BRAND APPLICATIONS 27 Business cards Card quality When printing our business cards please use 16pt stock with Silk laminate coating and SPOT UV processing. Alternatively, if using thicker stock with colored edges, please use the logo light blue. Ink Front Jamie Shulman Co-Founder & Co-CEO Back Colored Edge (alt) PANTONE 2985 U Spot UV coating Front Back Jamie Shulman Co-Founder & Co-CEO

28 BRAND APPLICATIONS 28 Self-standing banners Banner quality When making our banners please print on vinyl and use high-end retractable stands for easy transport. Automate your bookkeeping Stop chasing bills & statements Supercharge your practice Data management, not data entry Seamless syncing with your accounting Supercharged automation with vendor rules Be the advisor you want to be Connects with

29 BRAND APPLICATIONS 29 Convention wall print XeroCon Wall Banner Note: The Hubdoc logo was not used for this banner because XeroCon s branding superseded ours.

30 BRAND APPLICATIONS 30 Print collateral Our standard collateral uses the grid outlined on page 12. Notice that while the column widths stay consistent, the height is variable to the application. Although the template has been designed to accommodate various header heights, it is important to maintain consistency throughout presentations, therefore content pages (read: with exception of the cover) should generally maintain the same header/copy heights. Printed vs. digital collateral When preparing these presentations for print it is important to include the bleed all around the document. Digital presentations however should NOT include the bleed.

31 BRAND APPLICATIONS 31