Linksoul Brand Book

DESIGN AND
BRAND GUIDELINES

MAKE PAR / NOT WAR

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consectetur adipisicing elit, sed do
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et dolore magna aliqua.

linksoul.com

Linksoul Brand Guidelines
2

INTRODUCTION

THE DESIGN GUIDELINES The Linksoul brand, including the logo, name, colors and
identifying elements, are valuable company assets.
These guidelines describe the visual and verbal elements that
represent Linksoul´s corporate identity. This includes our name, Each of us is responsible for protecting the company’s interests
logo and other elements such as color, type and graphics. by preventing unauthorized or incorrect use of the Linksoul name
and marks.
Sending a consistent and controlled message of who we are is
essential to presenting a strong, unified image of our company.

These guidelines reflect Linksoul´s commitment to quality,
consitency and style.

TABLE OF
CONTENTS

Culture
Messaging
Logo
Typography
Color System
Photography
Product
Iconography
Social
Brand Materials

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01 LOGO

Our logo is the key building block of our identity, the primary of the the symbol itself and our company name – they have a
visual element that identifies us. The signature is a combination fixed relationship that should never be changed in any way.

Logo Fonts & Typography
Logo Construction & Clearspace
Application on a Background
Incorrect Logo Applications

LOGO FONTS Linksoul Brand Guidelines
& TYPOGRAPHY 5

THE FULL LOGO 1 2 1) The Logo Symbol
Consists of a powerful element evoking...
The Linksoul Full Logo comprises two elements, the Logo
Symbol and Wordmark. The Logo Symbol is a powerful image
evoking the culture of design services - the connection between 2) The Wordmark
the strength of communication and the different points that Carefully chosen for its modern and yet refined,
influence. highly legible style, which has been further
enhanced by the use of upper case letters in the
The Wordmark has been carefully chosen for its modern and yet 1) The general Logo Faded Black corporate color. The font that is used
refined, highly legible style, which has been further enhanced by The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an here is Garage Gothic.
the use of upper case letters. The typeface is Garage Gothic and alternative below.
has also been chosen to compliment and balance perfectly with 3) The Logo Dark Version
the Logo Symbol. Used when the backround color is light colored.
4) The Logo Light Version
The Full Logo is presented through the use of color as well as Used when the backround color is dark colored.
shape and form. The two Linksoul colors are 3385C and Faded
Black. It is a fresh and appealing blend of colors chosen for their Recommended formats are:
strong combination - modern - classic - timeless. .eps | .ai | .png

LOGO DARK VERSION LOGO LIGHT VERSION Attention:
Use of any stylized, animated, hand drawn or
34 other versions of a inofficial logo is not permitted.
This undermines the logo system and brand
consistency. Please consult with Linksoul if you
have any questions or need further help.

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LOGO CONSTRUCTION & CLEARSPACE

It is important to keep the logo clear of any other graphic in relation to the mark.of the the symbol itself and our company
elements. To regulate this, an exclusion zone has been name – they have a fixed relationship that should never be
established around the logo. This exclusion zone indicates the changed in any way.
closest any other graphic element or message can be positioned

0.15 x x

x

CLEARSPACE CLEARSPACE Definition Computation
Logo should always be surrounded with clear space To work out the clearspace take the
Logo Symbol Full Logo to ensure its visibility and impact. No graphic height of the logo and divide it in
elements of any kind should invade this zone. half. (Clearspace = Height / 2).
1/2 x
1/2 x 1/2 x x 1/2 x
x 1/2 x 1/2 x
1/2 x 1/2 x

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APPLICATION ON A BACKGROUND

ON BLACK ON GREEN ON GRAY ON WHITE

Logo Light Logo Dark Logo Dark Logo Dark

MINIMUM LOGO 60px
SIZES
30px
Full Logo
Minimum Width: 50px

Logo Symbol
Minimum Size: 5 mm x 5 mm

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PRIMARY LOGO
OPTIONS

USAGE
To place the Linksoul logo in the correct way
please use one of the approved styles that are
shown on the right. To place the logo in other ways
is not allowed.

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ALTERNATE LOGO
VARIATIONS

USAGE
These Alternate Logo Variations are to be used
in addition to the Primary Logo options on the
previous page. These variations are graphical
iconography that should be used only to supplment
the primary brand.

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INCORRECT LOGO APPLICATIONS

It is important to keep the logo clear of any other graphic in relation to the mark.of the the symbol itself and our company
elements. To regulate this, an exclusion zone has been name – they have a fixed relationship that should never be
established around the logo. This exclusion zone indicates the changed in any way.
closest any other graphic element or message can be positioned

1 2 345

IMPROPER USAGE 1. Do not place logo on a similar color background. Always maintain contrast between
logo and background to keep logo as legible as possible.
The integrity of the logo is very
important and the following rules 2. Do not place logo on background image that decreases visibility, such as a Light Logo
should be followed whenever the over a light background or any logo over a visually complext background.
logo file is used.
3. Do not change the color of the logo. Only the approved logo colors (Dark & Light) from
the previous pages are allowed.

4. Do not break apart or stack parts of the logo. Do not outline the logo or edit the colors
in any way.

5. Do not apply “fun” effects to logo – such as gradients, drop shadows, glows,
embosses, etc. Do not change the angle of the logo or rotate



Linksoul Brand Guidelines TYPOGRAPHY
12

02

Typographic hierarchy is another form of visual hierarchy, by elements. There are a variety of ways you can create a sense of
presenting lettering so that the most important words are hierarchy. Here are some of the most common techniques for
displayed with the most impact so users can scan text for key Linksoul layouts.
information. Typographic hierarchy creates contrast between

Our Fonts
Font Hierachy

Linksoul Brand Guidelines
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PRIMARY SANS-SERIF FONT

BERTHOLD AKZIDENZ GROTESK

Akzidenz-Grotesk is a sans-serif or grotesque typeface originally that had become popular during the nineteenth century, at
released by the Berthold Type Foundry of Berlin. Akzidenz first in Britain and later in Germany, becoming one of the most
means a 'commercial' typeface for trade use in publicity popular examples of this style. Its simple, unadorned design has
materials, advertising, tickets and forms, as opposed to influenced many later faces and became commonly used in the
typefaces intended for decorative or book use. International or 'Swiss' design style by the 1950s and 1960s.

Dating to the late nineteenth century, Akzidenz-Grotesk belongs
to a tradition of general-purpose, unadorned sans serif types

PRIMARY FONT BERTHOLD AKZIDENZ GROTESK CONDENSED

Berthold Akzidenz Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ
Grotesk Condensed Light Condesnsed abcdefghijklmnopqrstuvwxyz
Figures
TYPE EXAMPLES ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

01234567890

Special Characters ! “ § $ % & / ( ) = ? `; : ¡ “¶¢ [ ]| { } ≠¿‘
«∑€® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆º ª © ƒ ∂‚ å ¥ ≈ ç

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PRIMARY SERIF FONT

BEMBO BOOK

Since the late 15th century, Bembo has been among the most considered a “golden age” in modern typographic history.
universally admired – and imitated – type designs ever created. Now, in the twenty-first century, Bembo is enjoying yet another
Monotype has created a new, meticulously rendered revival important revival, with the release of Bembo Book.
called Bembo Book, specifically designed to capture the grace of
the original in text-setting sizes. Bembo Book is slightly narrower than existing digital versions
of the face; this makes it more economical in use and gives
Starting in the 1920s, under the direction of Stanley Morison, excellent color to continuous pages of text.
Monotype entered a period of achievement that is still

PRIMARY FONT Bembo Book

Bembo Book

Bembo Book Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

TYPE EXAMPLES Bembo Book Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
Figures abcdefghijklmnopqrstuvwxyz

01234567890

Special Characters ! “ § $ % & /( ) = ? `;: ¡“ ¶ ¢ [ ] |{ } ≠ ¿‘
« ∑€ ® † Ω ¨⁄ ø π • ±‘æ œ @∆º ª ©ƒ ∂‚ å¥ ≈ ç

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SECONDARY SANS-SERIF FONT

TRADE GOTHIC

The first cuts of Trade Gothic were designed by Jackson Burke often seen in advertising and multimedia in combination with
in 1948. He continued to work on further weights and styles roman text fonts, and the condensed versions are popular in the
until 1960 while he was director of type development for newspaper industry for headlines.
Mergenthaler-Linotype in the USA.
Its complex history has left it with several unexpected features:
Trade Gothic does not display as much unifying family structure for instance in some digital releases the default bold weight is
as other popular sans-serif font families, but this dissonance more condensed than the regular weight, the opposite of the
adds a bit of earthy naturalism to its appeal. Trade Gothic is norm, with a wider bold offered as an alternative.

PRIMARY FONT TRADE GOTHIC

Trade Gothic Bold No. 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ
Regular abcdefghijklmnopqrstuvwxyz
TYPE EXAMPLES Figures
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ab cdefghijklmnop qr s tuv w x y z

01234567890

Special Characters !“§$% & /( ) =? `;:¡“ ¶¢[ ] | {} ≠¿‘
«∑€® †Ω ¨⁄ ø π •±‘æ œ @∆º ª ©ƒ∂‚ å¥ ≈ ç

Linksoul Brand Guidelines PRIMARY HEADLINE Trade Gothic Bold No. 2
16 STYLE EXAMPLE
CAPTION HEADLINE
TYPOGRAPHY SUBHEADLINES Lorem ipsum dolor sit amet,
HIERARCHY consectetur adipisicing elit, sed do
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod eiusmod tempor incididunt ut labore
Berthold Akzidenz Grotesk tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim et dolore magna aliqua.
Condensed Bold veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat. Trade Gothic
Berthold Akzidenz Grotesk
Condensed Light HEADLINES

Bembo Book Regular Duis aute irure dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non
Berthold Akzidenz Grotesk proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Medium Capital Letters Donec elementum ligula eu sapien consequat eleifend.

Bembo Book Italic Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat.

Linksoul Brand Guidelines
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CONTEXT TEXT Caption Text Lorem ipsum dolor
& INNER HEADLINES Copy Text
HEADLINES AND Trade Gothic Regular
TYPOBREAKS 8 pt Type / 11 pt Leading

Lorem ipsum dolor

Bembo Book Pro Regular
12 pt Type / 18 pt Leading

Headlines LOREM IPSUM DOLOR
Copytext
Berthold Akzidenz Grotesk Medium - Capital Letters
Sublines 12pt Type / 18pt Leading
Sections
LOREM IPSUM DOLOR

Montserrat Bold - Capital Letters
16pt Type / 16pt Leading

Big Headlines

LOREM IPSUM DOLORandTitle

Montserrat Bold - Capital Letters
34pt Type / 30 pt Leading

Sequencer
and Title for

LOREM IPSUM DOLORMarketing

Montserrat Bold - Capital Letters
48pt Type / 48 pt Leading

04 CORPORATE COLOR SYSTEM

Our Fonts
Font Hierachy

THE PRIMARY COLOR SYSTEM USAGE
& COLOR CODES Use these as the dominant color
palette for all internal and external
Color plays an important role in the Linksoul corporate identity of the Linksoul brand identity across all relevant media. Check visual presentations of the company.
program. The colors below are recommendations for various with your designer or printer when using the corporate colors
media. Because of the minimal color palette, consistent use of that they will be always be consistent. PRIMARY COLOR:
these colors will contribute to the cohesive and harmonious look DARK GREY

PRIMARY COLOR: COLOR CODES
GREEN
CMYK: c70 m62 y63 k57
COLOR CODES Pantone: 447C
RGB: r52 g53 b52
CMYK: c59 m0 y45 k0 Web: #343534
Pantone: 337U
RGB: r115 g213 b176
Web: #73d5b0

COLOR TONES COLOR TONES

100 % 80 % 60 % 40 % 20 % 100 % 80 % 60 % 40 % 20 %

THE GRADIENT THE GRADIENT

Yellow Gradient Grey Gradient

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SECONDARY COLOR SYSTEM
& COLOR CODES

The Secondary colors are complementary to our USAGE:
official colors, but are not recognizable identifiers Use them to accent and support
for our company. Secondary colors should be used the primary color palette.
sparingly, for backgrounds and lesser elements.

COLOR CODES

CMYK: c3 m6 y11 k0

Tones Pantone: 9100U
RGB: r242 g234 b224

Web: #F4EADF

COLOR CODES

CMYK: c4 m3 y3 k0

Tones Pantone: 9285C
RGB: r242 g241 b240

Web: #F2F1F0

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