Visual Standards and Brand Guidelines V 1.3

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Jodie Lamb
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1 Visual Standards and Brand Guidelines V 1.3

2 Introduction To maintain Fidesmo s identity and integrity, the Brand must be used according to certain specifications. The policy guidelines with regard to the use of the Brand are set out below. The Uses The Guidelines The Fidesmo Brand is intended for longterm use. To protect its identity, recieve recognition and get acceptance of the Brand, it must be used consistently. 2 These guidelines will help you reproduce the Fidesmo identity with care, precision and consistency. They incorporate the design features of the Brand. They also include detailed information on colour, size and how to and how not to use the Brand. The guidelines are to assist you in drafting designs in the most correct manner. Please read this entire document before starting any work that displays the Brand.

3 Contents 3 Introduction 2 Cobranding Freespace 9 Contents 3 Colors 10 Primary Wordmark 4 Typeface 11 Logo Don ts 5 Fidesmo Card Front 12 Wordmark Free Space 6 Fidesmo Card Back 13 The Symbol 7 Connects With Fidesmo 14 Symbol Free Space 8 Download Badge 15

4 Primary Wordmark The primary wordmark is the preferred version of the Fidesmo Brand. If needed, use the monochrome version 4

5 Logo Don ts Don t rotate the logo. Don t skew the logo. Don t use other colors. Don t outline the logo. to the logo. 6. Don t use the logo on a background that Don t use logo on a background that is close the the brand color 8. Don t use the logo on messy or complex backgrounds. 5

6 Wordmark Free Space Free space is the area surrounding the wordmark that must be kept free of other graphical elements. The recommended free space is defined by the space between the base line and the ascender of the d. X The minimum free space is defined by X divided by two. X 6

7 The Symbol The Fidesmo symbol may be used on its own or as a decorative element. The symbol is an ambigram and is identical when rotated

8 Symbol Free Space Free space is the area surrounding the symbol that must be kept free of other graphical elements. The minimum free space is defined by the distance between the baseline and the top of the lower ball terminal. X If the symbol is placed within a circle, it s diameter should not be less than Y + (X*2) X Y 8

9 Cobranding Freespace If a logo is placed together with the Fidesmo logo, please follow the freespace guidelines. LOGO Explained on p.6 LOGO 9

10 Colors Primary color PANTONE 220 C:22 M:100 Y:36 B:18 R:196 G:24 B:75 #A9184B Secondary color palette PANTONE 198 C:1 M:85 Y:47 B:0 R:239 G:75 B:100 #E54461 PANTONE GREEN C C:100 M:0 Y:60 B:0 R:33 G:167 B:133 #19A785 PANTONE XXX C:0 M:0 Y:0 B:0 R:44 G:145 B:169 #3291A8 PANTONE XXX C:0 M:0 Y:0 B:0 R:234 G:193 B:89 #EAC159 80% BLACK # % BLACK # % BLACK #B2B2B2 15% BLACK #D5D4D3 Grayscale palette 10

11 Typeface Proxima Nova Extrabold is used in all headlines Proxima Nova Extrabold ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö Proxima Nova Regular is used in all body copy Proxima Nova Regular ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö Arial is used as a fallback typeface, only use when Proxima Nova is not avaliable. Arial ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 11

12 Fidesmo Card Front 3 mm Size of symbol on cards On standard size plastic cards (85.5x54mm), always use the circle symbol. It should be 9mm in diameter and placed 3mm from the edge of the card 9 mm Artwork If artwork is on white base. Use symbol A. If background color or image is covering the entire card area, use symbol B Placement The Fidesmo symbol can be placed in any corner of the card. Use the appropriate template for landspace and portrait oriantation to make sure the Fidesmo symbol is not rotated in relation to the artwork. Front Your artwork here Front Your artwork here Front Your artwork here A 12 Front Your artwork here B Front Your artwork here

13 Fidesmo Card Back Back Back Your artwork Your artwork here here Card backs On standard size plastic cards (85.5x54mm), the card ID-number area is reserved to the bottom right corner or the of the card as defined to the right. Artwork If artwork is on white base, use template A. If background color or image is covering the entire card area, use template B. 22,5 mm 3 mm 12 mm Back Back Your artwork Your artwork here here A Back Your artwork here B

Connects With Fidesmo Examples on packaging,

service works or how to get started use the

14 Connects With Fidesmo Examples on packaging, index or wearables that are Fidesmo enabled. When Fidesmo enabled products feature the Fidesmo brand without an explanation on how the service works or how to get started use the Connects With Fidesmo mark instead of the primary wordmark. 14

Identity Guidelines 02 Signature. 03 Clear Zone and Sizing 04 Trademark 05 Configurations 06 Restrictions 07 Color Palette 08 Acceptable Usage

Identity Guidelines 02 Signature 03 Clear Zone and Sizing 04 Trademark 05 Configurations 06 Restrictions 07 Color Palette 08 Acceptable Usage Signature The term signature commonly refers to a basic configuration