Brand_Guidelines_1.1

The importance of visual identity What is visual identity? Visual identity is the overall visual representation of an organisation projected internally and externally through collateral such as letterheads, brochures, newsletters, advertising, signage, buildings and reception areas. A logotype often forms an important part of a visual identity, but it is only a part. In fact an effective visual identity is achieved by the consistent use of particular visual elements to create distinction, such as usage of specific typefaces, colours and supporting graphic elements. A professionally managed visual identity offers numerous benefits to the branded entity: it supports and projects institutional cohesion and efficiency; differentiates from other organisations; facilitates the building of a desired reputation; facilitates consistency in key areas of design and should be a source of unity and pride for those associated with the entity. Our company visual identity Our visual identity system has been specifically designed to represent business. It is a reflection of our values, our ambitions and our personality. This document provides guidance for successful implementation and the use of the visual identity to ensure consistant application across all aspects of our business The following pages guide you through the core visual identity elements. They will assist you in designing and producing compelling communications with a degree of creative flexibilty.

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voice

voice

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the brandmark

The XO logo is completely bespoke and makes a strong standalone, easily recognisable logo without the aid of an accompanying symbol. The X symbolises pinpoint precision in execution and delivery whilst the O symbolizes perfection and continuity. The master logo will always be set in a combination of the primary palette colours. On a dark or light background the monochrome alternative works equally as well.

Logo construction

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example

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the alternative symbol

The XO alternative symbol is a stylized emoji constructed using only elements of the XO master logo.

outline

Why an emoji?

• Branding is a language which creates the perception customers have about that product or service.

• Emoji’s are universal

and are swiftly becoming a part of our everyday communication.

Focusing on the language aspect of branding and emoji’s, a combination of the two creates a powerful symbol which highlights understanding and forward thinking.

colour

construction

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example

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clear space

The XO master logo requires a minimum clear space of the height of one X stroke cut off at the 90 degree angle (as shown below), right, below and left of the logo in all usages.

example

minimum

The XO alternative symbol requires a minimum clear space of the height of one mouth featured in the symbol, above, right, below and left of the symbol in all usages. The recommended clear space for the XO alternative symbol uses the height of two mouths, above, right, below and left of the symbol in all usages.

minimum

recommended

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