VISUAL IDENTITY GUIDELINES
FEBRUARY 2021
CONTENTS
PSQR Visual Identity Guidelines
Our Brand Architecture
2
Our logos
6
Using our logos
14
Typography
23
Colour palette
28
1
OUR BRAND ARCHITECTURE
BRAND ARCHITECTURE OVERVIEW
PSQR is following a Monolithic or Master Brand Strategy and Brand Architecture. The Voxagon is used across the board as a common denominator however the emphasis is placed on building the company and product category brands across channels.
PSQR Visual Identity Guidelines
3
BRAND ARCHITECTURE
COMPANY AND PRODUCT CATEGORIES The company and product category brands are our dominant brands and are applied across channels, tools and materials.
COMPANY BRAND
Software
Services
Stacks Future Brand
PaaS Future Brand
PRODUCT CATEGORIES
PSQR Visual Identity Guidelines
4
BRAND ARCHITECTURE SUB BRANDS
Sub-brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand. Should it be used on its own the product category is referred to in the design.
Saga
Toolbox
Training
Future Brand
Inveni
Consulting
Incubator Future Brand
Tobacco Future Brand
ScanApp
Incubate Partner Portal
Vila
Id
Mesh
Scan
PSQR Visual Identity Guidelines
The modules carry the master brand voxagon and act as design elements illustrating an add-on. It is used with the product and product line brands.
5
OUR LOGOS
COMPANY BRAND DOMINANT LOGO
This is our company brand logo. It is made up of a wordmark and an the master brand icon (referred to as our voxagon). Whenever possible we use it as shown, in full colour on a white background. In instances where legibility becomes an issue (such as on coloured backgrounds or overlayed on imagery) we have a monotone white logo that can be used instead, please see page 16.
PSQR Visual Identity Guidelines
This logo is to be used on all corporate materials, presentations and channels. The product line and sub-brands will only be used in specific applications. This logo is the main and preferred logo and should be used predominantly.
7
COMPANY BRAND STACKED LOGO
The stacked logo option illustrated below can be used as an alternative but should only be used in circumstances where the main logo is not suitable size-wise - when using this logo please clear is with the marketing department.
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PRODUCT CATEGORIES We have four product categories at PSQR. The product categories keep the master and the company brand in design and carries a short descriptor of the group it represents. These descriptors are to be kept short and to one word.
The product range logos are used when a specific group of products are described or a specific product range tool, material or document is created. Colour is an important visual element that is utilised when defining the product category brands.
Software
Services
Stacks
PaaS
Future Brand
PSQR Visual Identity Guidelines
Future Brand
9
SUB BRANDS SERVICES & ENABLERS
Sub brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand. Should it be used on its own, the product category is referred to in the design.
Sub brand logos and designs are defined by the relevant product range colour. Services, enabler and product names are to be as descriptive and as short as possible.
Training
Incubator Future Brand
Consulting Incubate Partner Portal PSQR Visual Identity Guidelines
10
SUB BRANDS
PRODUCTS
Sub brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand. Should it be used on its own, the product category is referred to in the design.
Sub brand logos and designs are defined by the relevant product range colour. Product names are to be as descriptive and as short as possible.
Toolbox
Saga Future Brand
Inveni
Tobacco Future Brand
ScanApp
PSQR Visual Identity Guidelines
11
SUB BRANDS MODULES
The modules carry the master brand voxagon and act as design elements illustrating an add-on. It is used with the product and product line brands, and defined by the relevant colour.
Note that the Voxagons for modules are always in grey and the name and the boxes in the category brand colour. The outside hexagon box is a shade lighter though.
Product names are to be as descriptive and as short as possible.
Vila
Comply
Mesh
Label
Id
Supply Chain
Scan
PSQR Visual Identity Guidelines
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SUB BRANDS MODULES EXTENDED
Both Id and Comply have modules of their own. Although similar in design there is a difference in font size which defines them. Extensions of modules cannot be represented on its own. The below is only a depiction for design purposes.
Id
Comply
Id Generator
Tpd
Crpt
UK
Crpt PSQR Visual Identity Guidelines
13
USING OUR LOGOS
USING OUR LOGOS PRIMARY USAGE
The PSQR brand is made up of several logos that are used in a tiered manner. Consistency when applying the logos is key. Our logos have been designed to be used only as pictured here. They do not need altering or modifying in any way or under any circumstance. All logos can be provided to you by the marketing team.
.
Software
Saga Vila
Id Generator
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USING OUR LOGOS SECONDARY USAGE
Use for single colour applications where colour is unavailable, or when the logo needs to be reversed out of the PSQR purple.
.
Software
Software
Software
Saga
Saga
Saga
Vila
Vila
Vila
Id Generator
Id Generator
Id Generator
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USING OUR LOGOS LOGO DON’TS
Please don’t distort, rotate, re-draw or change any of the PSQR logos. There are a number of logos in the PSQR family which can be provided to you by the marketing team. It is fairly simple: if you think you might need to change the logo in some way, no matter how minor it may seem, don’t.
.
X Don’t distort the logo
X Don’t angle the logo
X Don’t change colour of the logo
X Don’t adjust proportions
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USING OUR LOGOS CLEAR SPACE - BRAND
For maximum visual impact our logos need space to breathe and stand proud. For the sake of consistency and simplicity across all of PSQR brands, the same rules apply when defining the minimum clear space required.
The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.
x x
PSQR Visual Identity Guidelines
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USING OUR LOGOS CLEAR SPACE - BRAND
When applying the logo to a circular format, please apply the clear space as illustrated below.
x
PSQR Visual Identity Guidelines
x
19
USING OUR LOGOS CLEAR SPACE - SUB BRANDS
For maximum visual impact our logos need space to breathe and stand proud. For the sake of consistency and simplicity across all of PSQR brands, the same rules apply when defining the minimum clear space required.
The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.
x
Software
PSQR Visual Identity Guidelines
20
USING OUR LOGOS CLEAR SPACE - SUB BRANDS
The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.
Training x
Vila
x
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USING OUR LOGOS HOW WE STACK UP
When applying the logos the following guide to sizing should be adhered to.
x=1
x
x = .70
x
Software
PSQR Visual Identity Guidelines
x = .55
x
x = .40
x
x = .30
x
Saga Vila
Id Generator
22
TYPOGRAPHY
OUR FONTS
PRIMARY USAGE - HEADINGS AND SUB-HEADINGS Strong typography helps build a clear and consistent image for PSQR. Objektiv Mk1 is used for all headings and sub-headings in our branded communications. We use it in 4 primary weights – light, regular, bold and xbold.
OBJEKTIV MK1- LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - XBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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OUR FONTS
PRIMARY USAGE - BODY COPY Montserrat is the font we use for all body copy and content. We use it in 4 primary weights – light, regular, medium and semi-bold for all of our branded communications.
Where that is not possible, such as on emails and PowerPoint documents, you can use the system font Helvetica due to it’s similarity to Montserrat.
MONTSERRAT - LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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OUR FONTS- GOOGLE DOCS PRIMARY USAGE - BODY COPY
For an alternative font to Montserrat please use Commissioner (Google Doc font). It offers a variety of weights that lend itself to Objektiv Mk1.
COMMISSIONER - EXTRALIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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OUR FONTS- GOOGLE DOCS
PRIMARY USAGE - HEADINGS AND SUB-HEADINGS
For an alternative font to Objektiv Mk1 please use Josefin Sans (Google Doc font). It offers a variety of weights that lend itself to Objektiv Mk1.
JOSEFIN SANS - LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - XBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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COLOUR PALETTE
OUR COLOURS PRIMARY PALETTE
Our primary brand colour palette is a crucial part of building a successful identity for PSQR. Bright, bold colours that make us more recognisable to customers and allows us to stand out from the crowd.
PURPLE C88/M89/Y9/K2 R92/G36/B131 HEX #5C2483
PSQR Visual Identity Guidelines
TEAL C71/M0/Y39/K0 R48/G181/B172 HEX #30B5AC
GREY C0/M0/Y0/K20 R204/G204/B204 HEX #CCCCCC
29
OUR COLOURS SECONDARY PALETTE
Secondary colours have been chosen around the primary brand colours – use them cautiously to help with recognition and consistency. Use them to add energy and dynamism, but never use them on their own in communication material.
ICEBURG C60/M18/Y0/K0 R104/G175/B225 HEX #68AFE1
PSQR Visual Identity Guidelines
PASSIONATE PURPLE C54/M80/Y0/K0 R141/G74/B151 HEX #8D4A97
GOLD C16/M27/Y85/K4 R216/G178/B57 HEX #D8B239
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