brand book
our story Information technology is a great field for many people to hide their incompetence. They can just repeat complicated words nad apply industry standards without asking for the reasons and consequences. They will talk to you for hours about how some information system will solve all your problems. Systems do not solve problems, critically thinking people do. We are not stuck with standards and ready-made solutions. We question hype, trends and stereotypes. We know what we are doing and why we are doing it. We make things matter, we make them critical.
brand name meaning Critical (adjective) Of decisive importance with respect to the outcome. Critical thinking Clear, rational thinking involving critique. Critique A method of disciplined, systematic analysis of ideas, a methodical practice of doubt. Critique promotes emancipation and autonomy from authorities. Critical mass (in nuclear physics) The amount of fissile material needed to sustain nuclear fission. Critical mass (in software engineering) Critical point (in mathematics) A stage in the life cycle when source code grows too complicated to effectively manage it without a complete rewrite. A critical point of a differentiable function of a real or complex variable is any value in its domain where its derivative is 0. Critical point (in thermodynamics) A critical point (or critical state) is the end point of a phase equilibrium curve. Critical angle (in optics) The angle of incidence above which total internal reflection occurs. Critical angle (in aerodynamics) The wing s angle of attack which produces the maximum lift. Critical angle (in material engineering) The steepest angle of descent of a slope when the material is on the verge of sliding.
brand logo basic logo logos with tag line logo clear zone is derived from the height of the letter l.
brand typeface and colors Mirai Thin AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 Mirai Light AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 Mirai Regular AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 Mirai Medium AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 Mirai Bold AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 Mirai Bold AÁBCČDĎEĚÉFGHIÍJKLMNOPQRŘSŠTŤUÚŮVWXYÝZŽ aábcčdďeěéfghiíjklmnopqrřsštťuúůvwyýzž1234567890 designers: Takaaki Goto design date: 2015 publisher: GT & CANARY magenta CMYK C0 M100 Y5 K0 Pantone 1925 RGB R240 G20 B90 #f0145a RAL 3018 black CMYK C0 M0 Y0 K100 Pantone Process black RGB R0 G0 B0 #000000 RAL 9005
applications
cards size 85 x 55 mm Think for yourself, question authority. Think critical. Slavomír Gavenda jednatel managing director +420 737 414 956 gavenda@critical.cz Critical s.r.o. dič 28987373 www.critical.cz
letterhead page margins Title 1 top 25 mm right 15 mm bottom 25 mm left 50 mm Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed posuere sem lacus, ut feugiat nibh malesuada vel. Morbi ullamcorper porttitor velit id eleifend. Vivamus interdum purus auctor augue varius mattis. Nullam ut eros sit amet urna ultrices consectetur sed quis mauris. Aliquam magna sapien, venenatis sit amet cursus rhoncus, elementum id libero. Curabitur commodo ex est, a dictum arcu aliquam sed. Maecenas bibendum lectus et dui convallis, et tristique justo lobortis. Proin ac est ac purus bibendum pulvinar sit amet eget lacus. Integer eget enim augue. Morbi eros ligula, luctus ac sagittis sit amet, euismod sit amet elit. Nulla ac metus quam. Integer faucibus, neque non convallis ornare, nisl erat ultricies tellus, ut vulputate neque risus nec mauris. Proin tortor lacus, eleifend non lacus in, dictum scelerisque nulla. Praesent tincidunt egestas lacus eget mollis. Nulla vestibulum sem sed lacus euismod ultrices. Etiam in neque dictum, ullamcorper nulla id, condimentum eros. Aenean maximus porta accumsan. Nunc leo felis, ornare non convallis sit amet, lacinia eget odio. Ut felis lectus, commodo in sapien sit amet, pellentesque varius elit. Phasellus viverra tortor ac rutrum pulvinar. Fusce maximus purus risus, ut lobortis arcu malesuada sed. Sed lobortis turpis nec metus sollicitudin, non tempor urna accumsan. Donec fermentum nibh quis ex euismod bibendum. Nulla egestas ligula nisi, at faucibus ligula congue eget. Title 2 Praesent mollis felis nec justo mattis, vel fermentum tellus consequat. Nulla vitae nunc et sem auctor egestas. In finibus venenatis cursus. Duis ultricies non neque non ultricies. Suspendisse maximus, lorem mollis ultricies venenatis, sapien lorem placerat neque, non porttitor quam felis et libero. In hac habitasse platea dictumst. Pellentesque pretium eu nibh eget tincidunt. Cras interdum mauris lorem, et sagittis magna faucibus vel. Mauris id cursus purus. Nam vel est vulputate, condimentum leo ac, laoreet lorem. Morbi odio tellus, posuere eu varius nec, semper quis massa. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Interdum et malesuada fames ac ante ipsum primis in faucibus. Nulla lacus enim, luctus eu bibendum a, bibendum at erat. Title 3 Donec bibendum nibh nibh, vitae auctor massa fermentum efficitur. Pellentesque porta in turpis quis luctus. Integer ut laoreet felis. Aenean aliquam porta justo a tempor. Aliquam sed massa risus. Vestibulum sollicitudin enim massa, eget consequat sapien ultricies non. Aenean at laoreet ex, sit amet feugiat sem. Quisque non pretium mauris. Mauris tristique egestas ipsum, vel egestas erat auctor nec. Nulla vestibulum sem sed lacus euismod ultrices. Etiam in neque dictum, ullamcorper nulla id, condimentum eros. Aenean maximus porta accumsan. Nunc leo felis, ornare non convallis sit amet, lacinia eget odio. Ut felis lectus, commodo in sapien sit amet, pellentesque varius elit. Phasellus viverra tortor ac rutrum pulvinar. Fusce maximus purus risus, ut lobortis arcu malesuada sed. Sed lobortis turpis nec metus sollicitudin, non tempor urna accumsan. Donec fermentum nibh quis ex euismod bibendum. Nulla egestas ligula nisi, at faucibus ligula congue eget. Sed fermentum, nisi in auctor iaculis, nibh libero pretium ex, sed pellentesque neque nisi vitae tortor. Morbi tortor diam, vehicula id egestas at, faucibus vitae turpis. Sed non dictum diam. Mauris luctus semper lectus nec sagittis. Quisque ac lectus congue, vehicula arcu vitae, mollis nunc. Sed quam ante, sagittis ac egestas a, efficitur in tortor. Sed laoreet fringilla risus, ut eleifend dolor. Fusce pulvinar egestas dui. Praesent libero lacus, pretium eu libero interdum, tristique placerat sem. Cras pharetra, lacus non pulvinar pulvinar, ipsum ligula congue mauris, sed aliquam felis odio porttitor nibh. Fusce eu molestie ipsum, quis ullamcorper risus. Quisque non diam dignissim, elementum leo eu, scelerisque dui. Aliquam erat volutpat. Aliquam feugiat turpis sed ex vestibulum, fermentum dignissim diam rutrum. Aliquam dapibus dui ac nisi ultrices, sit amet posuere mi consequat. Fusce maximus purus risus, ut lobortis arcu malesuada sed. Sed lobortis turpis nec metus sollicitudin, non tempor urna accumsan. Donec fermentum nibh quis ex euismod bibendum. Nulla egestas ligula nisi, at www.critical.cz page 1
advertising templates Concept Headlines Think for yourself, question authority. Think critical. Question order, rules and regulations. Think critical. Do not follow the rules. Make your own. Think critical. Forget what you learned at school, think for yourself. Think critical. Have doubts. Think hard. Think critical. Make things matter. Make things critical. Got a brain? Use it. Think critical.
other application examples
The ultimate authority must always rest with the individual s own reason and critical analysis. Dalai Lama
2015 made critical by refuel s.r.o.