2019
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2.
1.1
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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
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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
APPLICATIONS
BUSINESS CARD
ENVELOPES C4 & DL
LETTERHEAD
NOTES
ENTRY KIT
ELECTRONIC
APPLICATIONS
E-MAIL SIGNATURE
KEYNOTE
SOCIAL
THE DIGITAL WAYS
PICTOGRAMS
HASHTAGS
AMBIENT
WORK & PLAY
INTERNAL BRANDING
INTERIOR DESIGN
INTERIOR DESIGHN ELEMENTS
MERCHANDISE
BRAND APPLICATIONS
PROMOTIONALS
APPAREL
VEHICLES
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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
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.
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.
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.
1.1
1.2
1.3
1.4
BRAND STATEMENT
BRAND VISION
BRAND MISSION
BRAND BELIEFS
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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.
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.
Doar sa fim noi zi de zi in
Actionam rapid, cu simt de responsabilitate pentru brand, cu obiectivul de a ne face retinuti de cei cu care intram in contact.
We acknowledge the power of beliefs as the next level of values.
They carry emotion and a connection to the self.
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
Azi sa fim mai buni decat ieri, sa facem la nivel de excelenta tot ceea ce tine de noi
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
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)
2.0
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
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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
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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)
Depending on the medium our logo can adapt easily as below:
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.
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.
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.
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.
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.
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.
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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.
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.
The letters from the statements are aligned with the ones from the logotype.
The letters from the statements are aligned with the ones from the logotype.
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.
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.
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.
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.
3.1
3.2
PRINT APPLICATIONS
BUSINESS CARD
ENVELOPES C4 & DL
LETTERHEAD
NOTES
ENTRY KIT
ELECTRONIC APPLICATIONS
E-MAIL SIGNATURE
KEYNOTE
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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
We use these awesome envelopes, branded with our logo and supergraphic, to deliver great news.
We use these awesome envelopes, branded with our logo and supergraphic, to deliver great news.
WE WRITE. That's right. We write great ideas in these awesome notes, everyday.
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.
The INOVEO email signature is another important communication material where the layout
respects our brand identity elements.
Body Type: Calibri
The INOVEO Keynote template is another important communication material where
the layout respects our brand identity elements
Body Type: Aaux Next
4.0
4.1
4.2
4.3
4.4
4.5
THE DIGITAL WAYS
PICTOGRAMS
HASHTAGS
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We use yellow pictograms that were created for small scale readability
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
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.
We use LinkedIn for a more business oriented audience.
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.
5.0
5.1
5.2
5.3
WORK & PLAY
INTERNAL BRANDING
INTERIOR DESIGN
INTERIOR DESIGHN ELEMENTS
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We are surrounded by our branded materials as show bellow (spider, wall and window)
We like minimalism and we show it through our furniture with clean lines
6.1
6.2
6.3
6.4
BRAND APPLICATIONS
PROMOTIONALS
APPAREL
VEHICLES
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62-63
