integrated_brand_guidelines

BRAND GUIDELINES | 2018



1 LO G O V A R I AT I O N S
2 VOICE & TONE
3 COLOR
4 TYPOGRAPHY
5 VOICE
6 PHOTOGRAPHY

TABLE OF CONTENTS



A mandatory “clear space” around the logo equal to the width of the logo icon
must be incorporated into any design using the logo.

LO G O V A R I AT I O N S



LO G O V A R I AT I O N S



Logo should never be skewed or stretched in any direction. This is important for the integrity of
brand image and cohesive clean appearance.

LO G O V A R I AT I O N S

NEXA ABCDEFGHIJKL
MNOPQRSTUVW
NEXA BOLD UPPERCASE XYZ
for headlines
ABCDEFGHIJKL
NEXA MNOPQRSTUVW
XYZ
NEXA LIGHT for body abcdefghijkl
copy in UPPER or LOWER case. mnopqrstuvw
xyz
AT H E L A S
ABCDEFGHIJKL
Athelas used for body copy or MNOPQRSTUVW
as headlines in BOLD in XYZ
UPPER or LOWER case. abcdefghijkl
mnopqrstuvw
xyz

Typography is a powerful tool when used effectivel y. This set of t ypefa c es best represtent our
the clean and aesthetic feel we are after and should be used on all online and print materials.

TYPOGRAPHY

PRIMARY PMS 617 C
PRINT C:37/ M:7 /Y:100 / K:0
DIGITAL R:175/ G:196/ B:54
AFC436
HEX

PMS 343 C
PRINT C:75/ M:54/ Y:81/ K:71
DIGITAL R:28/ G:44/ B:26
343 C
HEX

ACCENT COLOR 262829
HEX 464A4E

COLOR
HEX

SECONDARY PMS 458 C
PRINT C:15/ M:0/ Y:97/ K:0
DIGITAL R:226/ G:228/ B:35
E2E423
HEX

PMS 575 C
PRINT C:67/ M:35/ Y:100/ K:21
DIGITAL R:88/ G:116/ B:52
587434
HEX

PMS 567 C
PRINT C:87/ M:41/ Y:91/ K:41
DIGITAL R:23/ G:83/ B:49
175331
HEX

COLOR

LU X U RY
FA M I LY
F R I E N D LY
EXPERT
EXCELLENCE
WHITE GLOVE

Integrated Aesthetics has a specific brand voice that should come through in all headlines,
whether those appear online, in display ads, or within onsite materials. The best way to describe

this voice is Sincerity, with a side of wit. In other words, headlines should tell a truth about
the brand, but balance it with an unexpected insight or observation. Ideal headline length is

6-8 words. The personality is the archetype of the “sophisticated innocent.”

VOICE



We would like our photography to best represent the appearanc e of the customer we are
reaching. For this visualization we should be utilizing “average to good looking poeple” in moderate

shape. No one at their peak performace or “stock models”. Unless created by the ad company
for a specific device or machine or program.

PHOTOGRAPHY