These are our brand guidelines which explain how to use our visual identity with confidence and clarity.
Our guidelines have been designed to ensure consistency within our brand, helping to create strong, recognizable and innovative communications.
The following pages demonstrate the flexibility within the identity and should be used to inspire and motivate creative expression.
Our unique identity, color palette and typographic style create distinctive frameworks for our brand which help us stand out from our competitors.
The SecureSet logo is an important asset to our organization and should serve as a foundation for all visual communications.
The logomark consists of a wolf head. The logotype consists of the SecureSet name. Together, they form our Logo or Brand ID. The identity can only make a positive impact if used consistently and correctly throughout all brand communications.
To maintain a strong brand image it is important that the logo is always applied consistently wherever it appears. It should never be manipulated or distorted. Its color, position and size are all specified within this document.
Logo Primary
Logo
In most instances, the logo, with logomark and logotype together, is the most appropriate artwork to use.
Logomark
The logomark consists of our blue wolf. The logomark is to be used sparingly as a secondary device, for example as a blind emboss on stationery.
Logotype
The logotype consists of our name “SecureSet.” This is suitable for use on 2-color print jobs.
Clearance
The area around the logo that should remain clear of other graphic elements.
The primary logo is the signature of the SecureSet brand. The identity can only make a positive impact if used consistently and correctly throughout all brand communications.
The SecureSet logo is made up of a logo, logotype, and logomark. Please see the diagram below.
Logo Variations
Logomark Full Color
Can be used as a standalone graphic for most types of collateral and swag. The full-color logomark is also used for our social media profiles. It is the “face” of our organization.
Logomark 1-Color
Can be used as a standalone graphic for Swag and some collateral, specifically when 1 color is needed for printing. Can also be used as an emboss or deboss on items that require a special touch.
Academic Seal
Used for official academic documents such as diplomas and transcripts.
The SecureSet logomark can be used in either full color or 1 color, as a standalone device on stickers and apparel. The SecureSet wolf is affectionately referred to as “Wolfie.”
In addition to the logo, an academic seal has been designed for official academic documents such as diplomas and transcripts.
Logomark Full Color
Academic Seal
Logomark 2-Color
Logo Campuses
Austin Campus
Located in Austin, Texas, the Austin Campus logo uses the full city name.
Co Springs Campus
Located in Colorado Springs, Colorado, the Co Springs campus uses an abbreviated city name due to space.
DC Campus
Located in Alexandria Virginia, the DC Campus logo uses the abbreviation for the Washington D.C. metro area.
The SecureSet identity also includes an ID for each of its campuses. Most apparel and collateral is branded SecureSet and is not specific to a campus. This maintains a unified brand nationwide. Our students should feel that they will receive the same education at all campuses.
That said, campus lD are appropriate for campus specific collateral. Event promotion, instructor shirts, stationery and email signatures are all examples of appropriate use for campus ID. This allows for loyalty and pride to develop for the specific campus that our students and staff attend.
Austin Campus
Colorado Springs Campus
Washington DC Campus
Logo Campuses
Denver Campus
Located in Denver, Colorado, the Denver Campus logo uses the full city name.
Tampa Campus
Located in Tampa, Florida, the Tampa Campus logo uses the full city name.
The SecureSet identity also includes an ID for each of its campuses. Most apparel and collateral is branded SecureSet and is not specific to a campus. This maintains a unified brand nationwide. Our students should feel that they will receive the same education at all campuses.
That said, campus lD are appropriate for campus specific collateral. Event promotion, instructor shirts, stationery and email signatures are all examples of appropriate use for campus ID. This allows for loyalty and pride to develop for the specific campus that our students and staff attend.
Denver Campus
Tampa Campus
2.5 Logo Programs
CORE Technical Program
CORE students graduate with the sought after knowledge and tradecraft for immediate employment as tier 1+ security engineers, analysts, pen testers and consultants. The CORE Technical is 20 Weeks long.
HUNT Analyst Program
HUNT students graduate with the sought after knowledge and tradecraft for immediate employment as tier 1+ security analysts, threat analysts and hunt analysts. The HUNT Analyst is 12 Weeks long.
DATA Detection Program Program coming soon.
PATH Program Program coming soon.
The SecureSet educational programs each have their own ID, with a unique color, for organizational purposes and also to build program pride. The ID should be used sparingly for some swag and/or for staff/student communications.
The program colors should be used on program website pages. All said, SecureSet students are all “blue” wolves. Academic materials (ie graduation diplomas etc.) will always be executed using our Wolf blue.
Logo
No-No’s
Poor Proportion
Do NOT stretch the logo to fit a document. If the logo must be resized, be sure that horizontal and vertical dimensions are both sized to proportion. If you are unsure as to how to accomplish this, please consult the SecureSet Creative Director.
Colorize
Do NOT change the color of the logo. If you have questions regarding the color of the logo and/or the color of the document that the logo is being used in, please consult the SecureSet Creative Director.
Low Contrast
Do NOT use dark type against a dark background or light type against a light background. If you need access to a different version of the logo, please consult the Creative Director.
Label / Sub-brand / Tagline
Do NOT add custom subbrands or taglines. Direct questions to Marketing.
Please use this page as a guide for “what not to do” when using our logo. Size, proportion and color are important factors to consider. Professionalism and brand recognition are compromised when our logo is treated carelessly.
In most instances, the SecureSet design team should be consulted in the application of our logo.
Color Introduction
Our brand is underpinned with a color palette designed to be edgy, modern and distinctive. Different combinations of color can dramatically change the tone and appearance of a document so it is important to consider how they work together.
To help achieve greater brand recognition it is important that our color palette is applied consistently. Even the most subtle change in black can alter the mood of a document.
Color
Primary Palette
The primary color palette is constant throughout all communications. A color hierarchy exists with Wolf Blue being our dominant color. Moon Blue and Sky Blue are used for additional depth and contrast.
Carbon is predominately used for text and backgrounds. Zinc is mainly used for backgrounds and accents. Where possible Pantone colors should be used. For extra impact special print techniques can also be applied.
1. Moon Blue
Pantone PMS 654 C
CMYK 100 / 71 / 10 / 47
RGB 00 / 58 / 112
HEX #003A70
2. Wolf Blue
Pantone PMS 285 C
CMYK 00 / 00 / 00 / 00
RGB 00 / 00 / 00
HEX #3575C4
3. Sky Blue
Pantone PMS 278 C
CMYK 45 / 14 / 00 / 00
RGB 139 / 184 / 232
HEX #8BB8E8
4. Carbon Black
Pantone PMS Black 6 C
CMYK 100 / 78 / 44 / 91
RGB 17 / 28 / 36
HEX #111C24
5.
Pantone PMS 7543 C
CMYK 24 / 09 / 08 / 22
RGB 152 / 164 / 174
HEX #98A4AE
Zinc Gray
Color Program Palette
The secondary color palette is used for program branding only. CORE Technical is branded green, HUNT Analyst is branded red, DATA Science will be branded orange and CODE Security will be branded purple.
Carbon is predominately used for text and backgrounds. Zinc is mainly used for backgrounds and accents. Where possible Pantone colors should be used. For extra impact special print techniques can also be applied.
1. CORE Green
Pantone PMS 361 C
CMYK 75 / 00 / 100 / 00
RGB 52 / 178 / 51
HEX #00AE41
2. HUNT Red
Pantone PMS 179 C
CMYK 00 / 87 / 85 / 00
RGB 224 / 60 / 49
HEX #E03c31
3. DATA Orange
Pantone PMS 144 C
CMYK 00 / 52 / 100 / 00
RGB 233 / 131 / 00
HEX #FFA02F
4. PATH Purple
Pantone PMS 2592 C
CMYK 58 / 90 / 00 / 00
RGB 155 / 38 / 182
HEX #9B26B6 or #7F3399
5. Carbon Black
Pantone PMS Black 6 C
CMYK 100 / 78 / 44 / 91
RGB 17 / 28 / 36
HEX #111C24
6. Zinc Gray
Pantone PMS 7543 C
CMYK 24 / 09 / 08 / 22
RGB 152 / 164 / 174
HEX #98A4AE
Gesta is our corporate typeface, it should be used in all instances where typography is required. It is a simple, clean and legible typeface that compliments our logo and communicates our intelligent and technical personality.
We use five weights of Gesta. Thin, Light, Regular, Medium and Bold. Arial and Helvetica can be used as a substitute for Gesta on digital applications, when necessary.
When a serif is needed for increased legibility in long passages of text, Amasis is our companion for Gesta. It is important to adhere to the leading, tracking and text arrangement specified in this document to help achieve brand consistency throughout our collateral.
Primary Typeface
Gesta Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 25
About Gesta
Gesta is a friendly versatile sans serif typeface suitable for corporate and editorial purposes.
With its generous x-height and slightly curved strokes, Gesta combines a distinctive and warm feel with a modern and technical look.
It is available in 24 weights from light to bold, with four matching italics. Variety is found in the three available widths including regular, condensed, and semi-condensed. OpenType features include small caps and old-style figures for every weight.
The Amasis font family is a slab serif design, rendered with a humanist influence by the noted British graphic artist and type designer Ron Carpenter. It’s almost industrial look retains a delicate elegance: a combination that is quite difficult to accomplish.
The Amasis design is a highly legible font, even at very small point sizes. Its slab-like serifs help define the outline of the font and allow the reader to focus on the text properly. As a result, the Amasis design is the choice of popular eReader devices and web design. It renders extremely well on screen.
Fira Sans is a humanist sans-serif typeface designed by Erik Spiekermann, Ralph du Carrois, Anja Meiners and Botio Nikoltchev of Carrois Type Design.
Designed to integrate with the character of teh Mozilla FirefoxOS, the Fira typefaces also aim to cover the legibility needs for alarge range of handsets varying in screen quality and rendering.
When Gesta is not available, Fira is a good match to Gesta and is available for FREE from Google Fonts.
The most common use case for this font is Powerpoint Presentations.
Typographic hierarchy should remain consistent throughout our print and digital collateral. It provides order to our materials, eliminating chaos.
Bold is our headline and subhead weight.
Medium and Regular are our body copy weights.
Light is used for captions and small bodies of text, it is also used on our stationery.
Thin can be used when a more delicate weight is needed.
Typography
Typographic
Hierarchy
Description
Typographic hierarchy should remain consistent throughout our print and digital collateral. It provides consistency and order to our materials, eliminating chaos.
AaBbCcDdEeFf HEADLINE 6
AaBbCcDdEeFf BODY COPY
AaBbCcDdEeFf CAPTIONS aabbccddeeff
Presentation is key to the way we communicate. Without disciplined use of typography, color and grid, our materials will not appear cohesive or professional. We have a simple and uncluttered, yet technical style to our materials. Our message should be clear but our presentation smart.
5.2 Print Business Cards
In presentation, our business cards represent SecureSet rather than a specific campus. While we include the campus ID on the back for clarity, our audience should see these cards side by side and realize that we are one company.
Printed with a UV Coating on the Black side of cover weight stock, our cards feel substantial to touch. Cards are printed at the Corporate level and then are shipped out to our Campuses.
Corporate
Corporate staff use the corporate logo.
Campus
Campus staff use the appropriate campus logo.
ALISHA FUND CREATIVE DIRECTOR
W 800 445 0024 X 713 M 303 999 1557 ALISHA@SECURESET.COM
KIM NITZSCHKE COMMUNITY MANAGER
W 800 445 0024 X 000 M 000 000 0000 KIM@SECURESET.COM
1915 N AVE REPUBLICA DE CUBA TAMPA, FL 33605
5.3 Print Stationery
This page represents our printed system of stationery. Our stationery is primarily used in digital form.
If you need help locating the digital template, please contact the SecureSet Creative Director.
2228
Letterhead
Large Envelope
Our imagery is our personality in visual form. It is our business character. It is how we “dress” our company.
The clothes we wear or the keywords we live by are cyber, electric, mission, smart, intellectual, energy, speed, game, future and today.
Imagery
Photos
Imagery
Interesting angles and a geometric or technical feeling should be present. Perspective is important.
Simplified, bright and bold colors should be used in conjuction with granite coloring. Bright and bold is reminiscent of the cyber and electronics that our students use.
Close crops provide a focus on the student.
Photography is used for social media and other comms directed at students.
7.3 Imagery Graphics
Imagery
Flat Graphics that are reminiscent of gaming and technical drawings are used generously throughout our materials when student imagery is not in use.
These graphics are used in aspirational materials.
7.4 Imagery Concepts
The traditional Photoshopped Cybersecurity imagery using strong fades and gradients with no real focal point is not what we are about. Flat graphics using wolves, good and bad hackers (black or white hat), security (locks or binary code), and students are all good representations of our brand.
Wolves
Illustrative and/or photographic images of wolves can be used for aspirational content.
Hackers
Whenever possible, “white hat hackers” (the good guys) should be represented. The traditional (bad) hacker image can be used minimally when/if messaging discusses “catching the bad guys.”
Security
Binary code and locks are preferred for this concept.
Students
When presenting our programs, student images should be included.
Voice Introduction
Our messaging provides “Wolfie” with a voice and gives him some life.
What does that voice sound like? What does that voice say?
Our brand personality, our position, our value proposition, our vision and our mission all inform that voice.
Our brand promise? Secure the Future.
Persona Statements
Overview
What does Wolfie sound like and what does he say? Our voice provides a consistent consumer experience so that our audience always knows when we’re talking.
Wolfie (Universal) Voice
Wolfie’s voice is professional but approachable. Our audience is highly intelligent, but they also like to have fun. Straight and to the point.
Self-taught Hacker + Military
This voice is more casual, is still approachable but evokes a sense of cool, adventure and mission. Slightly rebellious.
Bored IT + Career Changer
This voice is sophisticated, reassuring and convincing (they CAN do this!). This person is slightly skeptical, so our voice counters that.
Wolfie + Current Student
We’re on a mission. Are you ready to secure the future?
With every graduate, the future grows a little more secure. Are you ready to join the wolf pack?
Self-Taught Hacker + Military
Learn how to stop the bad guys with SecureSet’s hands-on cybersecurity education programs.
We’re here for one reason and that is to secure the future. Do you have what it takes to join the fight?
There’s a greater cause behind the code. Learn more.
Bored IT + Career Changer
You can secure your future through SecureSet’s immersive cybersecurity education programs. Revitalize your passion for computers as a cybersecurity professional.
Audience Introduction
The SecureSet audience is smart. Our audience may come from various backgrounds, but they have one thing in common. They are mission-driven and preparing to secure the future.
Career Changer
M ilitary
Self Taught Hacker
SecureSet Denver
2228 Blake St #100 Denver, CO 80205
800 445 0024 X 1 denver@secureset.com
SecureSet Co Springs
523 S Cascade Ave Unit E Colorado Springs, CO 80903
