Branding Guidelines

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Brand Styleguide Reduce ambiguity and provide clear direction to your teams and partners on branded assets. A single source for brand and marketing guidelines to keep up-to-date on the latest trends.

LAST UPDATE: 09/2025


Table of Contents

A New Direction

Brand Logo

Brand Profile

Brand Colors

Brand System


Mission Statement

Visual Style


Photos & Images

Brand Attributes


Brand Personality

Social Media

Tone of Voice




A New Direction

Welcome to the Highbayslight Brand Styleguide. In this document, we’ll go into detail about what makes us distinctly Highbayslight and how to use the elements of our brand to make sure everything we create is consistent, engaging and true to our values.



“If you are not willing to risk the usual, you will have to settle for the ordinary.” Jim Rohn

The Purpose of this guide This Brand Styleguide contains information about Brand, Identity, Social Media policies and practices of Highbayslight. These policies reflect the company’s values, and we expect each employee to read this Brand Styleguide carefully as it is a valuable reference for understanding your role at Highbayslight. This Brand Styleguide supersedes all previously issued Visual Identity Guidelines. Highbayslight reserves the right to revise, delete, and add to the provisions of this Brand Styleguide. All such revisions, deletions or additions must be writing. The online edition of this Brand Styleguide contains the most current version of the policies and proicedures, which are available at:

Not all of the Company’s policies and procedures are set forth in this Brand Styleguide. We have summarized only some of the most important ones. If an employee has any questions or concerns about this Brand Styleguide or any other policy or procedure contained therein, please don’t hesitate to reach out our Design Team at: The Highbayslight logo is an important set of the Company, providing a legal trademark and guarantee of quality. The following guidelines demonstrate the flexibility within our brand identity and should be used to inspire and motivate creative expression. Our identity, color palette and modern typography style take part in creating a distinct framework for what makes us Highbayslight.



Brand Profile

About Highbayslight Our story began in 1975. Back then We were a small company with a single office in New York City. Today, we are privileged to connect with millions of customers everyday with exceptional products and more than 12.000 offices in 50 countries. We’re transforming the way we operate to fulfill what consumers and customers want, in a smart, simple way. We continually look to achieve customer satisfaction by exploring, sourcing and marketing new and existing products to meet the requirements of the industry.



Brand System

Core Identity Mission / Culture / Attributes / Personality / Tone of Voice

Brand Elements Logo / Colors / Patterns / Typography / Shapes / Illustrations / Icons

Brand Application Mobile / Website / Guidelines / Advertising / Appareal / Blog / Stationery



Mission Statement

At Highbayslight, our mission is to give businesses the freedom to drive their vision, empower their employees and deliver business growth.




Company culture can be described as the shared ethos of an organization. It’s the way people feel about the work they do, the values they believe in, where they see the company going and what they’re doing to get it there. Here at Highbayslight, though we move at a fast pace, and it might seem that we don’t have time to sit and explain things, every employee loves sharing, helping and lifting others. No matter their level, employees feel valued in all aspects of their lives, including both their professional and personal aspirations. At Highbayslight, customer and employee success and satisfaction are the top two priorities. The two go hand-in-hand, and as they build each other up,

they create an external and internal army of brand ambassadors. Transparency is key to our culture and is embodied by everyone from the CEO to the latest hire. Empathy and communication are key to building relationships between remote and local workers. The leadership team fosters an environment of giving and receiving feedback. We are willing to admit mistakes, recognize individual talents, support opinions and disagreements and exude patience, all while considering the team’s overall health and well-being.



Brand Attributes




Supporting a sustainble economy

Creativity through inclusion and diversity

Treating clients and partners with respect



Brand Personality

Honest, sincere, real Creative, innovative, and entrepreneurial Reliable, successful, and confident Proud and respectful of our heritage



Tone of Voice

We’ll be as technical as we need to when explaining the finer details of our products, but standard explanations shouldn’t be dominated by overly technical terminology.

We are serious but not stodgy, we don’t tell jokes, but we are fairly casual with our tone, and we use modern, everyday language that is easy to understand.

We favour results-oriented explanations that clearly communicate purpose over engineeringfocused speak that may sound impressive but confuse novice users.

Contractions are also perfectly acceptable. We are guided by a vision of empowering others, and as such, our goal should be to communicate everything clearly and honestly.



Brand Logo

Highbayslight ability to carry out its mission can be helped or hindered by the perceptions of the people it seeks to serve. Its visual image says something about its values, purpose and services. A cohesive graphic style conveys a sense of identity and personality, which helps to create greater recognition and understanding.

Our Design Team monitors and mantains Highbayslight brand identity. All materials bearing the Highbayslight logo, including publications, post cards, advertisements, apps, signages and promotional products (pens, banners, notebooks, appareal, etc.) must be designed and approved by our Design Team.

In addition to its image-enhancing value, a carefully managed visual identity program actually saves time and money. By applying these simple guidelines, stylistic decisions may be made quickly, efficently and cost-effectively. Consistent application of the standards outlined in this Brand Styleguide will help enhance Highbayslight visibility, image and reputation.

It is recommended that our Design Team is consulted when purchasing those products to ensure that the logo is prominently and properly displayed. Our logo is protected by copyright. Design or color alterations to the specifications in this manual are prohibited without the permission and consultation of our Design Team.




Logo on White



Logo Options


The Highbayslight logo must be applied to all communication materials, press releases and used across all marketing events. Though not necessary, you have the option to pair this mark with a typed our version of our name. If this is the case, the logo should be always center aligned.


Clear Space



In order to mantain consistent legibility, always preserve minimum clear space around our logo. The goal is to add a barrier against any conflicting visual elements that may diminish the impact of the mark. Crowding the logo detracts from its legibility and impact. Proportions, space and size relationships of all blocks have been carefully developed and must not be altered, redrawn, embellished or recreated in any way; sizes mentioned are for your reference only. Clear space amount should increase relative to the size of the overall logo. No outside elements are allowed to break the X barrier.




70mm | A2

45mm | A3

30mm | A4/A5

20mm | 60px

App 32x32px

Black & White



Incorrect Usage

DO NOT rotate the logo

DO NOT distort or warp the logo in any way

DO NOT move the position of the logo

DO NOT change the logo’s colors

DO NOT display the logo with limited legibility

DO NOT display the logo as an outline

DO NOT add special effects to the logo

DO NOT lighten the logo



Brand Colors


PANTONE® 19-1536 TPG Red Pear

CMYK 34/79/65/28 RGB 128/65/69 HEX 804145


PANTONE® 19-1527 TCX New Maroon

CMYK 30/80/60/60 RGB 107/51/57 HEX 6B3339





CMYK 10/07/07/00 RGB 226/227/228 HEX E5E1E6

CMYK 44/23/25/00 RGB 162/182/185 HEX A2B6B9

663 C

14-4513 TPG Cabana Blue




Aa Aa

Brandon Grotesque

Thin Light Regular Medium Bold Black

Thin Italic Light Italic Regular Italic Medium Italic Bold Italic Black Italic

Adobe Garamond Pro

Regular Italic Semibold Semibold Italic Bold Bold Italic



Brandon Grotesque Brandon Grotesque Font Family is a sans serif type family of six weights plus matching italics. It was designed by Hannes von Döhren in 2009/10. Influenced by the geometric-style sans serif faces that were popular during the 1920s and 30s, the fonts are based on geometric forms that have been

optically corrected for better legibility. Brandon Grotesque has a functional look with a warm touch. While the thin and the black weights are great performers in display sizes the light, regular and medium weights are well suited to longer texts. Brandon Grotesque won the TDC2 Award in 2011.

abcdefghijklmnopqrsutvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ


Adobe Garamond Pro The Adobe Garamond font family is based upon the typefaces first created by the famed French printer Claude Garamond in the sixteenth century. Robert Slimbach, set about creating a new version of the Garamond font family in the late 1980s. In 1989 the Adobe Garamond design was released, much to the delight of many in the design industry

who saw the font as a very graceful interpretation of Garamond’s original face. It came with small caps, titling caps, swash caps and expert fonts. The font is considered an Old Style Garalde font because of the oblique nature of the slimmest areas found in the letter shapes. It has been widely used, including the instantly recognizable Google logo.

abcdefghijklmnopqrsutvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789(!#$%&/*’@,?:;) 37


Visual Style

Every brand needs a visual style guide. It’s the graphical culmination of all strategic work, a collection of elements that serves as the visual embodiment of the brand identity. This process constructs a comprehensive and cohesive system for execution, and addresses the full range of potential uses; from physical size and shape constraints and varying color formats, to the filetypes required to perform on all modern media platforms. At its core, the Visual Style System will be composed of a brand signature (the logo, wordmark or logotype) to serve as the trademark (and potentially countless other visual components). To support that primary identifying element, we develop complementary patterns, color and

typographic systems, as well as other visual elements designed to round out the comprehensive and unique graphic style for the brand. As a result of this process, it is critical to consider and build all necessary variants to ensure both ease of use and effective presentation at all sizes and in all environments. Concepts are to be evaluated within the context of example communications and must evaluate those touchpoints most critical for the client (e.g. stationery, collateral, website, environments). This considers both the primary brand lockup and possible brand extensions, geographic signifiers, and other necessary alternates.


40 X




Letterhead Paper: A4 110g / US Letter 24# Bond paper with cockle finish and 25% rag content

Distances: 10mm / 0.4 inches from all borders



Watermark: 3% opacity



Colours: Text in New Maroon / Graphics in Red Pear

Content must be contained within this box

Font and lines spacing: Brandon Grotesque 10pt, Line Height 16pt

Business Card


Paper: 90x55 mm 350g / 3.5x2 inches 80# Cover paper Font and lines spacing: Brandon Grotesque 8pt, Line Height 14pt Colours: Text in New Maroon Graphic details in Red Pear


Logo: Centered on the front 20x30mm Distances: 5mm / 0.2 inches from all borders



Envelope DL X



Paper: A4 110g / US Letter 24# Bond paper with cockle finish and 25% rag content Font and lines spacing: Brandon Grotesque 10pt, Line Height 14pt Colours: Text in New Maroon / Graphics in Red Pear

Distances: 15mm / 0.6 inches from all borders


Logo: Top Right corner 25x37,5 mm

Website Homepage HOME




Welcome to our online website




Email Signature

Andrea Balzano Digital Senior Manager

T +(123) 456 7890 HIGHBAYSLIGHT 128 Technology Str. New York 01234 United States



Photos & Images

The Design Team prioritizes photography services in alignment with the strategic priorities of the Company. We place the highest focus on providing images that support and enhance our company’s mission, while providing media visibility and effective marketing for our company events. For other photography needs, the Design Team will supply a list of Company-approved and vetted photographers, who can be contacted and booked directly. Imagery and photography should display a premium look and feel, using strong visuals and composition. Please check the following examples that shows you what can be considered compliant or not.



Abstract images that might suggest lack of ideas and innovation should be avoided

Use instead positive interactions that evoke innovation and creativity

Do not to use images that might associate the company with the inability to be costantly innovative and future thinking

Use futuristic photos, professional rendering and abstract images to evoke being ahead of competitors

Avoid images that might associate our company with not envirnmentally friendly facilities

Promote sustainability and green energy

Avoid photos of people too serious or angry, shots should be natural, not staged

Use instead positive interactions that evoke inclusion and professionalism






Social Media

Trying to predict what social media concepts should work is tricky even at the most predictable of times. Social media marketing campaigns are more important than ever, especially in the next years. According to a Poll conducted in 2021, 43% of consumers used social media to discover new brands and 36% used social media to purchase products or services. This number is only going to climb as social media use increases. In 2020, with many consumers staying home meant that brands had to double up on their efforts to connect and interact with them online. As a result, several innovative campaigns were produced using a variety of strategies. Being on social media platforms allows Highbayslight to meet customers

where they are. It’s not just about attracting new customers, but building our brand’s persona, engaging with our audience, and offering more than a sales pitch. All business benefit comes from building a brand, building a community around what we do, and creating an ongoing conversation with our customers. A social media plan is key. A social media marketing strategy is a summary of everything we plan to do and hope to achieve on social media. It guides our actions and let us know whether we’re succeeding or failing. The more specific our plan is, the more effective it will be. Let’s take a look for each platform we use how to create contents.





For sharing photo and video

For sharing quickly information

Best for: - Brand Awareness - User-Generated Content

Best for: - Clients - Stock Holders

Company Specific Content Types: - Company Photo - Employees Collaboration - Events Photo & Video

Post Frequency: - 3/5 posts/week

Do’s / Don’ts - Do use Instagram Location Check-In Feature - Do use 3/5 hashtags per Post (one should always be #highbayslight) - Don’t post links in caption - Don’t use filters

Company Specific Content Types: - Company Photo - Events Photo & Video Do’s / Don’ts - Do use 2-3 hashtags - Do use Poll Feature - Do Retweet publications relevant to our field



For sharing photo, video and links to articles

For sharing videos

Best for: - Brand Awareness - Advertising

Best for: - Brand Awareness - Advertising

Post Frequency: - 3/5 posts/week

Company Specific Content Types: - CEO statements - Company videos - Events videos - Employees interviews

Company Specific Content Types: - Company Photo - Articles from the press Do’s / Don’ts - Do use Location Check-In Feature - Do share Company articles - Don’t use hashtags

Do’s / Don’ts - Do use professional videomakers - Don’t use filters - Don’t use phone recorded videos






A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the company communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives.

A formal reference document establishing technical and creative standards for a visual identity system. Typical standards include descriptions and specifications for reproducing the logo or logotype stationery system, common print and web applications and examples of use on merchandise.

BRAND ARCHITECTURE The organizational system that defines how a company’s individual brands relate to and interact with one another. It shows the role and hierarchy that each brand plays in the greater structure of the company and defines the function of each. It provides clarity to companies and enables them to differentiate their brand elements and be intentional about managing brand equity.

LOGO A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).





In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight, style, condensation, width, slant, italicization, ornamentation, and designer or foundry. There are thousands of different typefaces in existence, with new ones being developed constantly.

A pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style.

STATIONERY Stationery has historically pertained to a wide gamut of materials: paper and office supplies, writing implements, greeting cards, glue, pencil cases and other similar items.

BRAND A mix of tangible and intangible attributes, symbolized in a trademark that can be managed to create value for organizations and customers. It is the physical representation of a company’s offerings and values, but can exist subjectively in a person’s mind. This is chiefly influenced by a person’s comparison of the brand promise offered versus their perception, experience, and interaction with an organization, product or service.



A consistent theme of the graphic elements of a brand’s overall visual appearance. Graphic style is recognizable by the visual traits of an overall parent brand and can vary slightly but is overall consistent among the sub-brands.

The RGB color model is an additive color model in which red, green, and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

CMYK The CMYK color model (process color, four color) is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key (black). The “K” in CMYK stands for key because in four-color printing, cyan, magenta, and yellow printing plates are carefully keyed, or aligned, with the key of the black key plate.

PRIMARY COLORS The core selection of identifying colors that are used in a logo. PALETTE A given, finite set of colors for the management of digital images.weight, style, condensation, width, slant, italicization, ornamentation, and designer or foundry.



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