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BRAND
BOOK

2019

CONTENT

1.

2.

1.1

1.2

1.3

1.4

2.0

2.1

2.2

2.3

2.4

2.5

2.6

BRAND ESSENCE

BRAND STATEMENT

BRAND VISION

BRAND MISSION

BRAND BELIEFS

IDENTITY ELEMENTS

BRAND OVERVIEW

BRAND AT A GLANCE

LOGO

MAIN LOGO

LOGO COLORS VARIANTIONS

CLEAR SPACE & MINIMUM SIZES

POSITION

LOGO DONT’S

TYPOGRAPHY

PRIMARY TYPEFACE

SECONDARY TYPEFACE

SISTEM TYPEFACE

COLORS

LOGO COLORS

BRAND COLORS

SUPERGRAPHIC

GRID SYSTEM AND

COMPOSITION

EXAMPLES

IMAGERY

PHOTOGRAPHY STYLES

SYMBOLISM STYLE

TECHNICAL STYLE

PHOTOGRAPHY GUIDELINES

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29-30

31

32

33

34

35

3.

4.

5.

6.

3.1

3.2

4.0

4.1

4.2

4.3

4.4

4.5

5.0

5.1

5.2

5.3

6.1

6.2

6.3

6.4

STATIONERY

PRINT

APPLICATIONS

BUSINESS CARD

ENVELOPES C4 & DL

LETTERHEAD

NOTES

ENTRY KIT

ELECTRONIC

APPLICATIONS

E-MAIL SIGNATURE

KEYNOTE

SOCIAL

THE DIGITAL WAYS

PICTOGRAMS

HASHTAGS

FACEBOOK

LINKEDIN

INSTAGRAM

AMBIENT

WORK & PLAY

INTERNAL BRANDING

INTERIOR DESIGN

INTERIOR DESIGHN ELEMENTS

MERCHANDISE

BRAND APPLICATIONS

PROMOTIONALS

APPAREL

VEHICLES

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62-63

WHY A
BRAND BOOK

Brand guidelines not only establish a unique and repeatable aesthetic for your company, but also reinforce what your organization stands for.

1

WHAT IS A BRAND-BOOK?

A Brand Book is a vital tool in identifying the brand and also a peak of the brand identity. The brand is a clear identification of your product, service or your company, which is carefully considered

2

WHERE AND WHEN TO USE?

First of all, we use a Brand Book when various activities of the brand expand, as well as the company expands geographically. Many units or affiliations produce a variety of informations, structured in the printed and promotional items. In order to preserve the brand, it is important to maintain its main visual communication - a single brand identity. Brand standards and regulations should be developed, documented and clearly stated. This matter enhances the need of a Brand Book.

3

WHAT IS A BRAND-BOOK FOR?

How does it differ from the complex of brand identity? The brand identity is a set of elements and the number of these elements may differ when developing a simple application or a complex one. The Brand Book is a set of visual brand standards and regulations, instructions for practical use of brand identity in the daily work of the company. Which combinations of fonts or colors, for example, should be used in certain situations? How should printing products and various promotional materials look and be created? When should specific elements be used in designing the company’s office, promotional materials and retail environments? Literate answers to all these questions can only be found in a brand book and nowhere else. Thus, the essence of a Brand Book is reflected in instructions, a set of standards and regulations.

4

WHAT TO DO WITH A
BRAND-BOOK?

The main action is to create it, then follow it precisely, then update it once every two years, or even more often if the context requires. It can comprise brand rules, marketing roles, such as writing job descriptions, budgeting, clear distribution of functions of the company’s divisions. A Brand Book can be printed for advertising and marketing divisions. They can send it to advertising manufacturers.

The Brand Book of a single ad campaign is very useful. It is beneficial when you need to place an enormous amount of information in different media in a short period of time and you do not want to waste time on long procedures of concordance. A Brand Boo or its absence could be viewed as a private matter of brand culture and skills of advertising managers. While customers do not have their brand books, the level of printing, editorial media, manufacturers of outdoor advertising will be measured extremely conditional. As a result, everyone loses: advertising managers, companies, which miss an excellent tool to influence the client.

In conclusion, a Brand Book is very important to a company, due to the fact that it maintains and standardizes all the communication actions undertaken by the company.

1

BRAND
ESSENCE

1.1

1.2

1.3

1.4

BRAND STATEMENT

BRAND VISION

BRAND MISSION

BRAND BELIEFS

7

8

9

9

1

BRAND ESSENCE

1.1

BRAND
STATEMENT

INOVATIA

va fi inteleasa nu ca element care nu s-a mai gasit pe pamant, ci ca element nou pe care cineva il adopata intr-o forma “desteapta”, creativa.

INOVEO ESTE PENTRU
ANTREPRENORII SMART.

1

BRAND ESSENCE

1.2

BRAND
VISION

INOVEO

este un magnet de frumos si inovatie (un magnet care atrage tot ce e transformabil in frumos).
Atragem tot ceea ce e frumos si suntem agentia cu care isi doresc sa lucreze cei care cred in “frumosul” studiat, “frumosul” folosit ca suport tehnic.
Atragem clientii mici, ca noi, dar cu potential de crestere si cu bani acum.

1

BRAND ESSENCE

1.3

BRAND
MISSION

Doar sa fim noi zi de zi in

GAND + SIMTIRE + ACTIUNE

Actionam rapid, cu simt de responsabilitate pentru brand, cu obiectivul de a ne face retinuti de cei cu care intram in contact.

1

BRAND ESSENCE

1.4

BRAND
BELIEFS

We acknowledge the power of beliefs as the next level of values.
They carry emotion and a connection to the self.

NOW

Sa raspundem atunci cand cineva ne solicita ceva, nu mai tarziu, pentru ca antreprenorul are nevoie de raspunsuri imediate, nu dupa ce a trecut momentul

MAI BUNI

Azi sa fim mai buni decat ieri, sa facem la nivel de excelenta tot ceea ce tine de noi

LOVE

Sa iubim tot ce e frumos (stiinta; clientii; pe noi; pe cei apropiati noua; proiectele; mentorii; natura; cei care ne fac bine; cei care avem impresia ca nu ne fac bine

MAI INTELEPTI

sa impartasim din ceea ce stim (sa inspiram + sa influentam prin frumos + sa educam daca putem + sa avem rabdare + sa contaminam cu frumos + sa crestem frumos)

2

IDENTITY
ELEMENTS

2.0

2.1

2.2

2.3

BRAND OVERVIEW

BRAND AT A GLANCE

LOGO

MAIN LOGO

LOGO VARIANTIONS

CLEAR SPACE & SIZES

POSITION

LOGO DONT’S

TYPOGRAPHY

PRIMARY TYPEFACE

SECONDARY TYPEFACE

SYSTEM TYPEFACE

12

13

14

15

16

17

18

19

20

21

22

23

2.4

2.5

2.6

COLORS

LOGO COLORS

BRAND COLORS

SUPERGRAPHIC

GRID SYSTEM AND

COMPOSITION

EXAMPLES

IMAGERY

PHOTOGRAPHY STYLES

SYMBOLISM STYLE

TECHNICAL STYLE

PHOTOGRAPHY GUIDELINES

24

25

26

27

28

29-30

31

32

33

34

35

2

IDENTITY ELEMENTS

BRAND
OVERVIEW

Our identity is not just a logo. It is a design scheme composed of a number of core elements that come together to create a distinctive look and feel that makes the INOVEO brand instantly recognisable.

2

2.1

BRAND AT A GLANCE

2

2.2

LOGO

The logo is the most visible element of our identity – a universal signature across all INOVEO ‘s communications. It’s a guarantee of quality that unites our creative problem-solving.

2

2.2

LOGO

MAIN LOGO

Our logo serves as a positive embodiment of INOVEO’s uniqueness.
The composition represents a rectangle colored in a modern and friendly yellow hue, that makes the logo easy to be recognized. The rectangle contains the letters of our brand which are placed in pairs in the upper left part, making for a balanced and powerful composition)

2

2.2

LOGO

LOGO COLORS VARIATIONS

Depending on the medium our logo can adapt easily as below:

2

2.2

LOGO

CLEARSPACE & MINIMUM SIZE

To protect the clarity and visual integrity of the logo, it has an exclusion zone. It must always appear legibly on a clear background. The minimum clear space around our logo is one time the size of the letter "I" from our logotype. Some exceptions may apply, primarily due to lack of space. This can happen in several usages like: website, business cards or e-mail signature. The minimum height of the logo should be no less than 10 mm in print and 30 px on screen.

2

2.2

LOGO

POSITION

The main logo position is in the top left area of any material that is created and should be used there as much as possible. A secondary position can also be used, which is in the bottom left of the artboard and it is permitted only when the space, or any other constraint, does not allow the main positioning. A good example of this is the keynote template where the secondary position leads to a better user experience.

2

2.2

LOGO

DONT’S

For the assurance of brand consistency in communication the logo has to be used in its original form, any intervention on the logo is forbidden.

2

IDENTITY ELEMENTS

2.3

TYPOGRAPHY

We keep it simple and bold. INOVEO’s typography is always aligned left. This provides the eye with a constant starting point for each line, making text easier to read. We use a variety of type sizes and weights with a clear contrast between them that creates strong and consistent designs.

2

2.3

TYPOGRAPHY

PRIMARY TYPEFACE

The Barbican typeface is Aaux Next. It is at the heart of the INOVEO identity and is the foundation for all INOVEO branding. Clean, distinctive and legible, it is available in a variety of weights to express both modernity and approaches qualities.

2

2.3

TYPOGRAPHY

SECONDARY TYPEFACE

Montserrat type family is our website text typeface. This typeface should be used in all the communicating materials that get in contact with your audiences, especially the informal ones to define secondary important information.

2

2.3

TYPOGRAPHY

SYSTEM TYPEFACE

Our system typeface is the Calibri family. This should be used across all communication materials. It has been selected for its character, high legibility and modernity.

2

IDENTITY ELEMENTS

2.4

COLORS

Our primary logo contains 2 colors which are integral to our identity. The color predominantly used is INOVEO Yellow - a color that inspires friendship and modernity. The second color is black, which we use to create contrast. It is this dynamic that speaks to the fun/serious approach we employ when finding creative solutions to our client's challenges.

2

2.4

COLORS

LOGO COLORS

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut.

2

2.4

COLORS

BRAND COLORS

The colors of INOVEO are declined from the main Logo. The Yellow and Black occupy the highest ratio in our identity. The other two hues of gray are achieved by lowering the opacity of INOVEO Black to 80% and 60%. We use White to keep our identity clean and modern.

2

IDENTITY ELEMENTS

2.5

SUPERGRAPHIC

Our identity signature is more than a graphic device.
It represents our beliefs.

2

2.5

SUPERGRAPHIC

GRID SYSTEM AND COMPOSITION

Our supergraphic is a composition embodying the logotype and the values that are the foundation stone of our identity. The INOVEO statements are created by integrating the logotype into a phrase, pairing the letters in crossword puzzle style.

2

2.5

SUPERGRAPHIC

EXAMPLES

The letters from the statements are aligned with the ones from the logotype.

2

2.5

SUPERGRAPHIC

EXAMPLES

The letters from the statements are aligned with the ones from the logotype.

2

IDENTITY ELEMENTS

2.6

IMAGERY

The style of the photos express innovation and the search for detail and for scientific tools that we use in the process of innovating.

2

2.6

IMAGERY

PHOTOGRAPHY STYLE

Photography is a powerful asset for visual storytelling. It helps us tell the engaging, extraordinary story that is our brand. By aligning our photography style and usage, we can create a look and feel that’s distinctly ours.
We transform the photos by applying a yellow layer over them, as seen below.

2

2.6

IMAGERY

SYMBOLISM STYLE

We use these photo styles in our identity for the neurobranding part, when we talk about the DNA brand architecture. We try to represent the authentic aspect of what we do and the need for a real organic conection with the people and brands involved.

2

2.6

IMAGERY

TECHNICAL STYLE

We have two photo styles in our identity that we use in our methodology. One technical, that is used in our brand architecture, where we select symbols to define the starts of some chapters, and one with organic elements representing our search for scientific results.

2

2.6

IMAGERY

PHOTOGRAPHY GUIDELKINES

The dimension of the logo placed over a photo: 20% of the photo's height The placement of the logo over a photo: in the bottom-left corner, leaving a buffer equal to the width of the logo between it and the left and bottom side of the photo *In the case of a photograph with a very similar background to that of the inverted version of the logo, the Yellow primary logo or the black version will be used.

Logo size applied to the photo: 20% of the height of the photo Positioning the elements: A4 landscape format In the case of photos with a character or an element of interest, 50% of the width of the photo will be framed to leave the text in the other half.

3

STATIONERY

3.1

3.2

PRINT APPLICATIONS

BUSINESS CARD

ENVELOPES C4 & DL

LETTERHEAD

NOTES

ENTRY KIT

ELECTRONIC APPLICATIONS

E-MAIL SIGNATURE

KEYNOTE

37

38

39

40

41

42

43

44

45

3

STATIONERY

3.1

PRINT
APPLICATIONS

These are the physical mediums we use to present ourselves to you and our way to say that we are ready to help grow your brand.

3

3.1

PRINT APPLICATIONS

BUSINESS CARD

We have a general card and one personalised for each employee of INOVEO. The business card reflects the cleanness, simplicity and the clarity of the INOVEO visual identity. On the front side we have the INOVEO logo, a statement and the contact of the agency. On the back of the business card there is displayed a bold text describing the function of the employee and the contacts of the card's owner

3

3.1

PRINT APPLICATIONS

ENVELOPES C4 & DL

We use these awesome envelopes, branded with our logo and supergraphic, to deliver great news.

3

3.1

PRINT APPLICATIONS

LETTERHEAD

We use these awesome envelopes, branded with our logo and supergraphic, to deliver great news.

3

3.1

PRINT APPLICATIONS

NOTES

WE WRITE. That's right. We write great ideas in these awesome notes, everyday.

3

3.1

PRINT APPLICATIONS

ENTRY KIT

We want our new employee to feel welcomed so this is the entry kit they receive when joining our team. This awesome box contains: a Tshirt, a pair of headphones, a notebook for jotting down ideas, a water bottle, their business card, an INOVEO Rubik's cube, a pen, their badge and a poster detailing our values.

3

STATIONERY

3.2

ELECTRONIC
APPLICATIONS

These are the electronic applications we use to present ourselves to you and our way to say that we are ready to help grow your brand.

3

3.2

ELECTRONIC APPLICATIONS

E-MAIL SIGNATURE

The INOVEO email signature is another important communication material where the layout respects our brand identity elements.
Body Type: Calibri

3

3.2

ELECTRONIC APPLICATIONS

KEYNOTE

The INOVEO Keynote template is another important communication material where the layout respects our brand identity elements
Body Type: Aaux Next

4

SOCIAL

4.0

4.1

4.2

4.3

4.4

4.5

THE DIGITAL WAYS

PICTOGRAMS

HASHTAGS

FACEBOOK

LINKEDIN

INSTAGRAM

47

48

49

50

51

52

4

SOCIAL

4.0

THE DIGITAL
WAYS

We like getting things done and show them to you. For that we have Facebook, Instagram & LinkedIn

4

4.1

PICTOGRAMS

We use yellow pictograms that were created for small scale readability

4

4.2

HASHTAGS

These are our primary hashtags that we use on social media.

#OUROFFICE #INOVEO #PROUDBRANDS #OURBRANDS #INOVEOBRANDINGAGENCY #INOVEOBRANDS #HAPPY #BRANDCONSULTANT #WELOVEINOVEO #WELOVEOURJOB #WELOVEBRANDING #YELLOW BRANDING #INOVEOTEAM #CONSULTANT #ROMANIA #BRANDCONSULTANT #PROUDBRANDS #INOVEO #DESIGN #PROUDTEAM #INOVEOBRANDING #MARKETINGCONSULTANT #INOVEOBRANDS #OURBRANDS #INOVEOBRANDINGAGENCY #BRANDS

4

4.3

FACEBOOK

We use Facebook as a medium to show our latest work but also a throwback to our some of our oldest projects. We also like to share candid photos of our office and from our business trips.

4

4.4

LINKEDIN

We use LinkedIn for a more business oriented audience.

4

4.5

INSTAGRAM

We use Instagram as a medium to show our latest work but also a throwback to our some of our oldest projects. We also like to share candid photos of our office and from our business trips.

5

AMBIENT

5.0

5.1

5.2

5.3

WORK & PLAY

INTERNAL BRANDING

INTERIOR DESIGN

INTERIOR DESIGHN ELEMENTS

54

55

56

57

5

AMBIENT

5.0

WORK &
PLAY

Our office Is a happy place that stimulates creativity.

5

5.1

INTERNAL BRANDING

We are surrounded by our branded materials as show bellow (spider, wall and window)

5

5.2

INTERIOR DESIGN

We like minimalism and we show it through our furniture with clean lines

5

5.2

INTERIOR DESIGN
ELEMENTS

5

AMBIENT

6.1

6.2

6.3

6.4

BRAND APPLICATIONS

PROMOTIONALS

APPAREL

VEHICLES

59

60

61

62-63

6

6.1

BRAND APPLICATIONS

6

6.2

PROMOTIONALS

6

6.3

APPAREL

6

6.4

VEHICLES

6

6.4

VEHICLES