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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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.

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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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an XO creation

The XO creation tag must be applied to all work and examples of unless otherwise stated. The supplied artwork should always be used and placed on the bottom right corner of applications. When there is no space, default to a vertical positioning. The tag shall be no larger than 29 x 6 mm and shall sit 8 mm away from the side and bottom edge in all usages.

XO creation tag primary usage version onwhite.

On white and black backgrounds use the inverted colour for maximum impact. Use the white XO creation tage upon the primary palette pink and the black tag upon the primary palette yellow.

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logo frame

In certain scenarios the logo can be used as a frame for imagery to add an extra dimension to the aesthetics. Either the X or the O can act as the frame individually. The entire logo works as a frame in certain circumstances when the imagery is suitable.

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logo use on photography

An integral part of the XO brand is the use of vivid photography throughout collateral. Logo colour should be chosen per situation, the coloured version of the master logo shouldn’t ever be used atop of photography.

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black

When colour is not available, the XO logo and XO alternative symbol should be set in black on white backgrounds and in white on black backgrounds.

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white

When colour is not available, the XO logo and XO alternative symbol should be set in black on white backgrounds and in white on black backgrounds.

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example

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patterns

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patterns

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example

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example

The XO scatter pattern is to be used boldly in comparison to the dna pattern. The pattern consists of two varients, the dark blue background and the light grey background. No other varient should be used.

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XO dna

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XO dna

The XO dna pattern is to be used subtly, it signifies the XO ethos flowing throughout the design. Atop of certain photography the pattern is best set to a multiply transparency effect.

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example

The XO family icons are consisitent in style. Visual cohesiveness is achieved by all of the icons being created using a single heavier weighted frame which houses lighter weight detail manipulated to create the desired graphic. The iconography is evenly split into circular and rectangular shapes to create aesthetic diversity.

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example

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icon set

branding

filter

profile

news

clock

location

idea

illustration

view

graphic design

contact

web design

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icon set

search

play

comment

showcase

like

stop

what we do

favourite

pause

launch

home

record

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typography

Mm Our primary font is lowercase Monserrat Bold.

primary

secondary

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typography usage

Keywords & Headlines are set inMonserrat Bold, all lowercase with the exception of names

Subheads, standfirsts and other types of introductions are set in Baskerville Regular, Semibold or even Baskerville Bold - sometimes they can make use of italics

Paragraph titles are set inMonserrat Bold Body text makes use of Baskerville Regular. To emphasize certain words, quotes or important paragraphs, additional styles can be used: Semibold , Italic , Bold and for acronyms and similar constructions, small caps (e.g. xo creative etc). Captions, body text in sidebars, financial information, headers & footnotes and other types of secondary level text can be set inMonserrat Regular. These can be set in a smaller or [at most] equal type size with the body text.

tracking

When using Monserrat in any format, the tracking needs to be adjusted to -40.

original tracking

This is an example of the tracking.

XO tracking

This is an example of the tracking.

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colour palette

primary palette

secondary palette

pantone 276 c

pantone yellow 012 c

pantone 3278 c

pantone 172 c

pantone rubine red c

#d60057 214 0 87

#ffd700 255 215 0 51 100 100 0 16 100 0

#231c34 35 28 52

#009877 0 152 119

#ff4612 255 70 18 13 93 100 0 73 93 0

HEX RGB HSV CMYK

HEX RGB HSV CMYK

HEX RGB HSV CMYK

HEX RGB HSV CMYK

HEX RGB HSV CMYK

336 100 84 0 100 59 16

258 46 20 33 46 0 80

167 100 60 100 0 22 40

100% 75% 50% 25%

gradient

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gradients

The five XO gradients are specific to the primary and secondary palette, each palette colour has been assigned a colour to create the gradient. The colours shown below should only ever be used as stated, mixing and matching of gradient colours will be a violation of the XO brand guidelines.

rubine red c

512 c

yellow 012 c

144 c

540 c

276 c

7476 c

3278 c

200 c

172 c

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gradients cont.

To give the XO brand a modern and dynamic appearance, use colour gradients for elements such as large blocks of copy, information graphics, charts, graphs and headings.

Any gradations should be applied at a 45 degree angle to aid brand consistency.

45 °

45 °

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colour and photography

When using colour with photograpy, use the primary and secondary palette at 100% opacity and set to multiply. Black can also be used at either 50% , 70% or 90% opacity.

no filter

razzmatazz

mirage

gold

green haze

vermilion

no filter

50%

70%

90%

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stationary

The XO stationary shows the desired brand feel, combining well executed simplicity with the use of bold colour and photography.

Well balanced design is essential to portraying XO as a brand, single colour dominant photography is used to bring the brand to life, the photography is used in sharp contrast on the back and front for maximum impact. This design style is implicated on all paper based collateral including letterheads, comp slips, continuation sheets and invoices however business cards are the only exception.

letterhead example

xo creation po box 98389 111 high st, holborn london WC2B6AA

www.xocreation.co hello@xocreation.co

cor aliquidebis samet Illacerrum faci blaudam, illabo. Et et laudae cullecu lparume vitis ut ma quo ipiciisi ut parum ventium quatur? Hilleni dolor aut que simporrum aut et harumquia pero cuptas magnim renet experum fugitiur, sitatem porios coriore lic tem quas volorep udanis aut ut volestis vit faccus as et est adicidemque consed magni consed modiania cusciur rem. Sa ad moluptatiat as aut el mosam reicit illande ligende bitasim usdanto cum, sandebitiore voluptionet aliquam facius, te volupta nimporias rectur accusam, corereribus expla delibeatiori nonessi dolo id quiasi iur? Discium que voluptatem conectasi am nese siminve llatibus repta volum ent latus etus dolore dellabo. Unt, ania voluptatem nonecti voluptae sunt. Ignat arupta verum quatem seque cor aliquidebis samet perferoresto blaborio tem quidel istessi doluptatur atur sit invelibus sequosam, sus. Pudion core, ipiciis veratiure nis dolorero imi, te evercil ma volum aperum dolupta eosa quam qui qui ut litem fuga. Ed que nonsequi delites totatisciis et odipsam fugit, sitature excearia ventios ni ut explabo. Nam hiciuscimo te la quo odi accatqui nonseque expliae pratiuntota voluptur asin consectatur sitia es et ium re volupti nulparchil inturibus, ute reptatumetum secum renienet mo mi, non pore nistior endebis aut eum quaepelenda culpa plam est, ut quame inihit eatempe rionsequam volupis volore culparissed molescipicit am arion pa quiscilit omnis magnimi, teceptio. Lorepudaecto beratem quibusdae ped ea none auda cus intem sandia autaque nobit quossunt, quae ne videm adis aut ipsam, con nem landiat. Rum escientur rerum, eos explaccae consed eos id quatquament lantius il idendaepe non pa et abor aut rernam earum endit optiosandae nonecto dolesti orendi inti blabori net audaerorios sedi to core nostotae dercilignis parumenimo temporesciis eum solute

www.xocreation.co | hello@xocreation.co

111 high street, holborn, london, WC2B 6AA

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stationary

johnny appleseed creative director +44 (937) 746-46-84 hello@xocreation.co xocreation.co

xo creation po box 98389 111 high st, holborn london WC2B6AA www.xocreation.co hello@xocreation.co business card example compliment slip example

with compliments…

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Letterhead

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example

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photography

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photography

Photography plays a leading role in the XO brand, the photography focuses on single colour dominance to enhance emotional impact. The photography targets beautiful design and creation, both natural and manmade. The only alterations to sourced photography will be the colour overlays shown in the colour and photography section of this style guide.

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“

in a time of destruction, create something.”

- Maxine Hong Kingston

for additional brand advice please contact us at hello@xocreation.co

example

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