A Visual Identity and Brand Guide by Aqwire by Michael Maybituin

Brandbook

A Visual Identity and Brand Guide by Aqwire.

January 2022

This Brandbook contains all approved items and elements necessary for the brand. It is created to be used by company departments and the marketing team and to be distributed to third party entities such as printing houses, media partners and our clients.

Aqwire bridges the gap between businesses and their customers by providing a secure and efficient cross-border payment solution.

By partnering with Aqwire, businesses are powered with both the technology to accept payments virtually anywhere in the world as well as the payment networks that would allow them to transact in multiple currencies.

03 About

Vision

Make the global marketplace easier to navigate (through an efficient payment solution).

To become the leading cross-border payments solution in Southeast Asia.

To be the go-to cross-border payment solution for local businesses and their customers.

05 Vision

Mission

Make cross-border transactions more seamless and accessible for businesses and end-users.

Help local businesses globalize through a secure and efficient cross-border payment solution.

Help local businesses expand their reach globally.

06 Mission

Core Values

We value Integrity.

By upholding our moral principles of doing an honest, ethical and fair business practice at all times through transparency to all teammates and clients.

We value our Customers.

By continuously striving to provide excellent service and building products that will make life easier for both our customers and clients.

We value Growth and Learning.

By providing a safe and learning environment, everybody is encouraged to learn new things and to pursue activities that foster continuous growth and self-development.

We value Getting Things Done.

By collaborating creatively and focusing on the key aspects in achieving our goals by producing quality and timely work.

We value Creativity.

Encouraging our most valuable assets (the team),  to freely innovate and openly share ideas to help better our products and services for our clients and customers.

We value Empathy and Humility.

By putting ourselves in the shoes of our clients, customers, and teammates, we can develop a culture of respect and humility that radiates through our products and all our communications.

Core Values

Tone of Voice

Smart, but not complicated. Confident, but not arrogant. Professional, but not rigid.

09 Tone of Voice

Trustworthy

We speak in a manner that demonstrates confidence and credibility about what we do. We elicit a course of action.

We deliver within the timeframe given. Underpromise, Overdeliver.

Disruptive

We are cutting-edge, market-leading, and thought leaders.

We are changing how real estate is being done, both for the buyers and the sellers.

We deliver world-class services using innovative technology.

Ambitious

We aspire to showcase our globally competitive brand.

We aim high but are fully aware of the groundwork we need to do.

Wise

We give perceptive insights. We show smart options.

We express messages calmly and concisely.

10 Tone of Voice

We want something unique. Something not obvious but still represents what the company is. So, we combined some symbols related to the business like: cross-border, send and receive payments and the 1st letter of Aqwire. It’s modern, simple, professional and easy to read.

11 Logo

Logo

Cross-border Send / Receive First letter of Aqwire Aqwire Symbol

12 Logo

Exclusion Zone

The ‘exclusion zone’ refers to the area around the logo which must remain free from copy or other elements to ensure that the logo is not obscured and has the right amount of breathing space.

13 Logo Exclusion

Zone

Logo Exclusion Zone

Minimum Size

Establishing a minimum size ensures that the impact and legibility of the logo is not compromised when used across all devices.

15 Logo

MInimum Size

Logo MInimum Size

Logo at 500px width

Logo at 80px width

The Aqwire logo must never be smaller than 80px width

Logo Colors

These are the only colors allowed to be used on the logo.

White Version Grayscale Version Aqua + White Version

Logo Colors Brand Version

Logo Use

To make sure our logo remains consistent across all platforms, we identified a few examples to avoid when using our logo.

19 Logo Use

Changing the proportion of the logo

Rotating or skewing the logo

Adding gradient to the logo

Adding outline or strokes to the logo

Changing the position of the logo

Changing the opacity of the logo

Logo Use

Logo and Tagline

When used together with the logo, our tagline is always placed under the logo and becomes a part of it. There are no other ways or styles to use the logo and tagline combo.

The tagline is placed strategically under the word wire, which also means to send, pay, or transfer money.

21 Logo Use

22 Logo and Tagline

Brand Colors

We toned down our previous color palette to achieve a fun but corporate look.

Logo

Brand Colors

Primary

Our primary color Aqua belongs to the blue-green color family. It represents calmness, clarity and communication.

Aegean Blue is a blend of blue-green and gray. It represents casual elegance and versatility.

Secondary

Aqua #36D1DC Carmine Pink #EB7070 Aegean Blue #3F5770 Sunglow #FFC83C Chambray Blue #3E5C95 Yellow Orange #F8A141

Brand Colors

Typography

Poppins is one of the Geometric sans serif typefaces have been a popular design tool for building websites. Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color.

Poppins

Poppins Extra Light abcdefghijklmnopqrstuvwxyz