The visual identity of Braathe
Contents
Intro
Our visual identity represents who we are and what we do, and by following the brand guidelines we ensure clear communication and brand recognition. Following is a presentation of the basic design elements that make up our visual identity. The elements come with a set of principles and instructions which should be followed at all times to ensure holistic communication and that our visual expression holds uniform across all platforms.
Logo
Our brand’s main signature element is the master logo. The master logo consists of our cloud symbol and brand name "Braathe".
The logo come in a black and a white version. Always make sure that you select the one that provides the best contrast to the background colour/image.
The colour, lockup or proportions should never be altered in any way, and effects such as glowing edges, shadows, and 3D bevels or embossing can never be applied.
Logo clear space
Whenever you use the logo, it should be surrounded with clear space to maintain visibility and impact.
No graphic elements of any kind should invade this zone.
To work out the clearspace take the height of the “B” from the logo text and use this measurement to create a perfect square. This square represents the logo clear space.
Logo download
! Please read the specifications before downlading our logo set.
When downloading the Braathe logo set, you will find two main folders: One for digital use, and one for print use.
FOR DIGITAL USE: Please use one from the digital folder. The logo set should include sub folders for the most common used platforms/usage.
FOR PRINT: You will find two sets of logos under the print folder; CMYK is the most used for printing on all paper and similar surfaces, while PMS should only be used for logo application on 3D elements such as clothing, cups, foilage etc. If insecure what to choose; please check with marketing or with your print provider.
PLEASE NOTE: for print use we have two different sets depending on the type of material you will be printing on. For standard paper-prints; please use the CMYK-folder. For print on merch and other 3D elements; Please use the PMS-folder. If in doubt; please advice with marketing or your print-parner of choice.
Typography
Our typography setup consists of two fonts; Aeonik Pro and Reckless Neue.
Aeonik is our main font which we use for both body text, subheadings, intro texts and headlines.
Body type and intro text should be typed out in regular, while body heading should use bold, and headlines should use medium. Headlines should also always have keywords accented out in our secondary font; Reckless Neue Book Italic. Reckless Neue should never be used any other way.
Aeonik Pro / Primary typeface
ABCDEFGHIJKLMNOPQRSTUWXYZÆØÅ
abcdefghijklmnnopqrstuvwxyzæøå
0123456789
Reckless Neue / Secondary typeface
ABCDEFGHIJKLMNOPQRSTUWXYZÆØÅ
abcdefghijklmnnopqrstuvwxyzæøå
0123456789
Colors
The main identity colors are a result of mixing cold corporate tones with the warm and smooth greens and a yellow accent. By combing these colors we communicate core professionalism through the blues, whilst the warmer earthy colors bring fourth our personality and brand values.
Our darkest black is a very dark grey, and our light grey has a soft neutral tone that goes well with the main color profile.
Braathe Black
Braathe Dark Teal
Braathe Pistachio
Braathe Light Grey
Braathe Eco Green
Braathe Accent Yellow
Brand shapes
Our shape library plays on angles and objects in our main logo, and ads a playful and dynamic look to our identity. The shapes are mostly used as image frames for layout, but can also be used as pure graphic elements, dividers, icons etc.
How we talk is how we are perceived.
This is our tone of voice.
For all communication, the following should be applied:
Clear language, with a distinct and professional tone of voice should always be aimed for. We wish to convey professional knowledge, establish and build trust in our target groups, and further strengthen our goal of worry-free IT. Information provided should be compliant and reliable.
Deviations:
Channels where our language choice may deviate somewhat from the standard set above, are in social media and on our blog. Here, the linguistics may be turned somewhat towards a more spoken tone of voice, heavier use of emotions and storytelling as well as emojis (to some extent). The goal is a wider reach, while maintaining the degree of professionalism and still building trust, as well as increasing brand awareness.
Photography style
All photographs used throughout our visual identity should always have a moody undertone, and should never be generically generated corporate stock photos. Our clean and minimal identity is based on strong visuals and one should therefore always keep this in mind when generating new content.
Also, all images used should always have a rounded edge (when applicable) with similar radius to the expamples shown in these guidelines. Additionally, the images should use our crafted identity shapes as image containers.
For all questions regarding our guidelines.
Please reach out to us at marked@braathe.no