acenos X

Brand Guidelines Version 2.0

Introduction

Brand Guidelines

Welcome

This document sets out the basic guidelines for the ​successful implementation of our brand identity.

Our objective is to provide a flexible framework of ​practical guidelines that ensure global consistency, ​whilst providing scope for creativity and initiative.

A strong brand is one of the most valuable assets ​an organisation owns — it can mean the difference ​between a customer choosing us, or one of our ​competitors. It is the visual and written expression ​of everything we are, and everything we promise

to deliver to our customers.

To make it truly impactful it needs to be applied ​consistently. Everyone has a part to play in doing ​this and bring our brand to life — these elements ​are here to help you.

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Brand Guidelines

Index

01

The Brand

05 06 07

Defining The Brand Brand Values

Tone of Voice

02 ​Brandmarks

09

1011 12 13

The Logo

The Symbol

Logo Colour Options

Exclusion Zone & Minimum Size Logo Misuse

03 ​Colour

15

16

17

18

19

Primary Colour Palette Colour Weighting

Colour Combinations Colour Usage Examples Colour Misuse

04 ​Typography

21

22

23

24

Primary Typeface Typeface Weights

Secondary Font

Type Misuse

05 ​Imagery

26

27

28

29

30

31

32

Photography

Example

Example

Icons

Brand Elements

Secondary Brand Elements

Additional Brand Elements

06 ​Application

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

48

Social Media

Instagram Posts

Business cards

Mockup

Mockup

Brochure

Brochure Back

Brochure Mockup

Web Design

Apparel

Sticker

A-Parent Background

B-Parent Background

C-Parent Background

D-Parent Background

Additional Background

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Defining The Brand Brand Values

Tone of Voice

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05 06

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Brand Guidelines

The Brand

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01

01 The Brand

Defining the Brand

In this section, we outline the building blocks

of our brand, including who we are, what we

stand for, what sets us apart, our personality,

why we choose the words we use and how we’ve

decided to show up in the world.

Brand Guidelines

Overview

Detailed Summary

We are a collective of passionate individuals who have united to deliver tailored marketing solutions that weave captivating narratives, all driven by our unwavering commitment to creating value

Our mission

Our mission is to deliver tailored marketing solutions that weave captivating narratives, leveraging our collective of passionate individuals. We are committed to creating value for our clients by combining creativity, innovation, and strategic thinking to achieve their business goals.

Our vision

We envision becoming a leading provider of marketing solutions in the startup world, known for crafting compelling narratives that resonate and drive business growth.

Challenge

Our challenge is to stay ahead of the evolving marketing landscape by adapting to emerging technologies and changing consumer behaviors while maintaining a deep understanding of our clients' industries and objectives.

Solution

By harnessing our collective expertise, creativity, and strategic thinking, we develop customized marketing strategies that align with our clients' goals and drive meaningful results.

Result

Our tailored marketing solutions have consistently delivered measurable results for our clients, including increased brand visibility, enhanced customer engagement, and sustainable business growth.

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01 The Brand

Brand Values

Who we are is reflected in our values. These

are the central and key benefits that guide

our actions, unite our people and uphold

our mission.

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Brand Guidelines

Overview

Detailed Summary

We combine our expertise, creativity, and passion to provide exceptional marketing solutions that empower businesses to reach their full potential.

Quality

Our relentless pursuit of excellence ensures that we deliver products/services of unparalleled quality, exceeding the expectations of our valued customers.

Luxury

Elevating experiences to new heights, we offer luxurious products/services that embody sophistication, elegance, and opulence.

Adapt

We adapt our strategies and approaches to meet the ever-changing needs and preferences of our clients and their target audiences.

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Brand Guidelines

Who we are

Detailed Summary

Startup attracting, young, futuristic, vibrant.

At our core, we embrace a tone that is lively, engaging, and approachable. We aim to connect with our audience on a personal level, inspiring them to feel empowered and excited about what we offer. We speak with authenticity and enthusiasm, infusing our communication with a touch of playfulness and creativity.

We believe in the power of storytelling, using words to paint vivid pictures and evoke emotions. Our tone is conversational, like a friendly conversation with a trusted friend. We strive to be relatable, using language that is down-to-earth and free from jargon or pretense.

We celebrate individuality and encourage self-expression. Our tone is inclusive and accepting, making everyone feel welcome and valued. We embrace diversity and speak in a way that resonates with people from all walks of life.

While our tone is casual and friendly, we also maintain a level of professionalism. We deliver information clearly and concisely, ensuring our messages are easily understood. We respect our audience's time and aim to provide value in every interaction.

Above all, our tone of voice is a reflection of our brand's vibrant and dynamic nature. We are confident, bold, and unafraid to push boundaries. We believe that words have the power to inspire, ignite passion, and create meaningful connections.

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The Logo

The Symbol

Logo Colour Options

Exclusion Zone & Minimum Size Logo Misuse

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09

10

11

12

13

Brand Guidelines

Brandmarks

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02

02 Brandmarks

The Logo

This is our Logo. It is our most important visual

asset and should be the first choice when

choosing a graphic element to represent our

brand. The Logo consists of a Symbol and a

Wordmark. The Logo, Wordmark, and Symbol

are important expressions of our brand identity.

They have each been carefully designed and

constructed to achieve visual harmony.

Consistent use of our logo is key to retaining

brand strength through immediate recognition

of who we are and what we stand for as a

brand. It is vital that they are always applied

consistently. They should never be altered,

modified, or redrawn.

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Brand Guidelines

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02 Brandmarks

The Symbol

Our symbol is shorthand for the brand. The

symbol is symmetrical and balanced in

harmony. Often it is the first image to introduce

the brand, in use cases such as our App Icon or

our Social Media Avatars.

Our identity is a persistent evolution of our

brand and its services. The symbol represents

the relationship between our brand and

customers.

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Brand Guidelines

x

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02 Brandmarks

Logo Colour Options

The Violet Logo, pictured right, is our primary

logo colourway, used only in situations where

the brand palette is not being used. To ensure

the Violet Logo remains respected, we never use

the Violet Logo (or the brand Violet at all) with

any of the colours from the colour palette. This

elevates the brand Violet from the rest of the

palette, ensuring that it is not confused, nor its

power diluted.

The Violet Logo should only be used with Black

or White.

If colour is not an option for technical reasons

or if the brand Violet lacks contrast or competes

with other visual elements, use either the black

or white logo options.

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Brand Guidelines

Colour Logo Options

Mono Logo Options

Dark with Sublogo

White with Sublogo

Black on Violet

White on Violet

Black on White

White on Black

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02 Brandmarks

Exclusion Zone & Minimum Size

The exclusion zone ensures legibility and impact

of the Logo by isolating it from competing visual

elements such as text and supporting graphics.

This zone should be considered as the absolute

minimum safe distance, ensuring the Logo has

plenty of room to breathe.

The exclusion zone is equal to half the height of

the Logo (marked as x in the diagram).

If you are using the Symbol instead of the logo,

the same exclusion rules apply. The Symbol’s

exclusion zone is half the height of the Symbol.

Establishing a minimum size ensures that the

impact and legibility of the Logo is not

compromised in application. Use the minimum

sizes indicated over the page for small-scale

applications of the Logo and Symbol.

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Brand Guidelines

Exclusion Zone

Minimum Size

x

Height of Logo

x

32px / 10mm

80px / 30mm

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02 Brandmarks

Logo Misuse

It is important that the appearance of the Logo

remains consistent. The Logo should not be

misinterpreted, modified, or added to. No

attempt should be made to alter the Logo in

any way. Its orientation, colour and composition

should remain as indicated in this document

— there are no exceptions. To illustrate this

point, some of the more likely mistakes are show

on this page.

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Brand Guidelines

Do not bevel or emboss

Do not outline the logo

Do not add effects f to the logo

Do not rotate the X

Do not place the logo ​in a holding shape

Do not lock-up text ​to the logo

x

x

x

x

Do not stretch or distort ​the logo

Do not add a drop ​shadow to the logo

Do not rearrange ​elements of the logo

Do not multiply

Do not use colours not ​specified for the logo

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x

x

x

x

x

x

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Primary Color Palette Color Weighting

Color Combinations Color Usage Examples Color Misuse

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Brand Guidelines

Color

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03

03 Colour

Primary Color Palette

Our brand is underpinned with a color palette

designed to be fresh, modern and distinctive.

Different combinations of color can

dramatically change the tone and appearance

of a document so it is important to consider

how they work together. To help achieve greater

brand recognition it is important that our color

palette is applied consistently.

Our brand colors have been carefully selected

to convey the perfect tone for us. Violet is our

signature brand color — accompanied by a set

of greyscales that create contrast, giving

energy to our brand.

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Brand Guidelines

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03 Colour

Color Weighting

In order to achieve a consistent look in branded

communications, colours should be weighted

towards the primary colour palette, with

secondary colour palette supporting where

appropriate.

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Brand Guidelines

Primary Colour Palette

Secondary Colour Palette

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03 Color

Color Combinations

Our colors help bring our brand to life, so we

should use a variety of combinations to keep it

looking fresh.

Shown here are examples that should act as

guidance on how we can use different color

combinations when building creative. Note that

we should always lead with our signature color

and use other colors from our palette as

accent colors. This will allow us to turn the

volume up or down on our brand output.

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Brand Guidelines

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03 Color

Color Usage Examples

These are examples of how our color palette

would be best applied to maintain consistency

of look and feel on larger brand initiatives,

moments and campaigns.

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Brand Guidelines

Rose on Blue Grey

Blue Grey on Blue

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Lilac on White

03 Color

Color Misuse

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

Do not use solid colors outside of the brand color palettes

Do not adjust the transparency of colors

Do not use illegible colour combinations

Do not use illegible color combinations over photography

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Do not use unapproved gradients

Do not use logo on colors outside of color palette

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Primary Typeface Typeface Weights

Secondary Font

Type Misuse

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Brand Guidelines

Typography

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04

04 Typography

Primary Typeface

Our primary typeface is Nourd Light. We use it

everywhere possible. It is a simple, clean and

legible typeface that compliments our logo. As

a sans-serif, it is bold and modern, classic and

friendly. It makes an unmistakable statement,

and works as functional typography across

digital platforms and print materials.

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Brand Guidelines

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890#&$€%@!?*

Styles & Weights

Light

Regular

Bold

AaBb

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04 Typography

Typeface Weights

Our brand uses three weights from the Nourd

family: Light, Regular and Bold.

Such a versatile family offers various solutions

from book design to poster design, from brand

signage systems and more.

Light can be used for body text, headings and captions. Regular and Bold

are used for headings.

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Brand Guidelines

Nourd Light

Nourd Regular

Nourd Bold

Light

Regular

Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€%@!?*

04 Typography

Secondary Font

Our secondary font, Open Sans, with a letter spacing of 711, perfectly complements our brand. It offers versatility and readability with three weights: Light, Regular, and Bold. This diverse font family caters to a wide range of design needs, including book design, poster design, brand signage systems, and more. For body text, headings, and captions, we recommend using the Light weight. When it comes to headings, both Regular and Bold weights are suitable choices.

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Brand Guidelines

Open Sans Light

Ketter spacing 711

Open Sans Regular

Ketter spacing 711

Open Sans Bold

Ketter spacing 711

Light

regular

bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€%@!?*

04 Typography

Type Misuse

Good typography is extremely important in

both internal and external communications.

It adds clarity to messaging and instils

confidence in audiences. Outlined over the

page are some common practices that weaken

the powerful effects of typography. When using

our typefaces, avoid the following.

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Brand Guidelines

Do not stretch or ​distort type

Do not outline text

Do not kern too tightly

Do not tighten tracking ​or leading too tightly

Do not justify ​paragraphs

Do not use fonts ​outside of approved ​brand fonts

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Photography

Example

Example

Icons

Brand Elements

Secondary Brand Elements

Additional Brand Elements

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Brand Guidelines

Imagery

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05 Imagery

Photography

Like our brand voice, all photography direction

is based on a spectrum of relatable to

inspirational.

Avatars: Relatable, human, warm, quirky, but

not silly. Colourful, but mature, personable.

Still Life: Attainable, clear, concise, human,

demonstrates our personality. Simple, not overly

complex.

Lifestyle: Aspirational, alludes to collaboration,

confident, clear, focused, environmentally

inclusive (the subject is a part of something

bigger).

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Brand Guidelines

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05 Imagery

Icons

Our icons are used across different brand

touchpoints from marketing to environment to

product.

They provide symbolism, conceptual clarity and

visual interest in simplistic shapes and forms.

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Brand Guidelines

05 Imagery

Brand Elements

Our brand elements are vibrant gradient colors that symbolize growth, energy, and innovation. They create a captivating visual experience and set us apart from the ordinary. Embrace the power of our vibrant gradients as we redefine what it means to make a bold statement.

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Brand Guidelines

05 Imagery

Second Brand Elements

Our secondary brand elements are vibrant gradients in orange and light tones.

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Brand Guidelines

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05 Imagery

Additional Brand Elements

Our additional brand elements are vibrant gradients in pink tones.

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Brand Guidelines

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Social Media

Instagram Posts

Business cards

Mockup

Mockup

Brochure

Brochure Back

Brochure Mockup

Web Design

Apparel

Sticker

A-Parent Background

B-Parent Background

C-Parent Background

D-Parent Background

Additional Background

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Brand Guidelines

Application and Brand Collateral

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06

06 Application

Social Media

This is an example of how our branding would

be best applied to maintain consistency of look

and feel on digital applications.

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Brand Guidelines

Social Examples

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06 Application

Business Cards

It is recommended that business cards be

printed on premium uncoated paper stock,

with a minimum weight of 300gsm with soft touch and rounded corners.

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Brand Guidelines

Option 1

Option 2

Option 3

Front

Reverse

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06 Application

Brand Guidelines

Brochure

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06 Application

Brand Guidelines

Broshure

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06 Application

Web Design

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06 Application

Sticker

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Brand Guidelines

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Brand Guidelines

A-Parent

White Background

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Brand Guidelines

B-Parent

Blue Grey Background

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Brand Guidelines

C-Parent

Ice Grey Background

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Brand Guidelines

D -Parent

Blue Background

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Brand Guidelines

Additional Background

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acenosX

Brand Guidelines

For more information about our

brand, feel free to contact us.

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info@acenosx.com

acenosx.com