Ensing.works Branding

Ensing Works Brand Book

BRAND GUIDELINES VERSION 1.0 /2019

Ensing Works Brand Book

OUR BRAND IS A PROMISE TO THE MARKET. TO MAINTAIN CONSISTENCE IS INTEGRITY.

ABOUT THIS GUIDE This brand book is a guide that streamlines principles, benchmarks, ideas, and gives cadence to exactly how the Ensing Works brand should be represented.

© 2019 Ensing Works All rights reserved.

Ensing Works // Brand Book

TABLE OF CONTENTS Overview

.......... 03

Icons

.......... 29

Brand Logo

.......... 06

Imagery

.......... 31

Color Palette

.......... 17

Adverts

.......... 39

Typefaces

.......... 20

Website

.......... 45

Stationery

.......... 24

Promotion

.......... 49

01 *** Brief Introduction

BRAND OVERVIEW

Ensing Works brand book

01.0

BRAND OVERVIEW We are all in the gutter, but some of us are looking at the stars.

Vision To be the Dutch leading smart recruitment consultancy, enabling recruitment teams to achieve more goals in less time by developing digital- first, faster and more engaging hiring cycles.

Mission Empower scaling companies by connecting them with global talent and helping them to stay ahead of their competition by making recruitment processes smarter, faster and more engaging.

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Values We aspire to be the standard of excellence on smart recruitment, the first choice for help on achieving hiring goals.

Connecting to excellence

Continuous development

A will to win

Deliver what we promise and add unexpected value to our clients’ businesses..

Cut through the same old strategies and show people what smart recruitment can do.

Our thirst to constantly improve and willing to go the extra mile.

Integrity

Transparency

Team spirit

Doing the right thing, in an honest, fair and responsible way.

With clients, and internally.

Share secrets. Admit mistakes.

Trusting each other, challenging the status quo.

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Tone of Voice

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Connect.

Innovate.

Inspire.

Promise To bring talent and innovation to every scaling recruitment team.

Structure Monolithic brand architecture, offering four major services: -1- Global talent sourcing -2- Smart recruitment consultancy -3- Relocation recruitment -4- Recruitment labs

02 *** Core Identity

BRAND LOGO

02.0

Ensing Works brand book

LOGO INTRODUCTION Having a strong brand is important and consistence is paramount to the success of any identity system. Consistent use of the logo with supporting elements helps in building brand quality and character.

Symbol / Mark

Logotype

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Brand Name

Ensing Works brand book

02.1

LOGO VERSIONS

Brand Colors

Dark Version

Ensing Works logo must always be printed in three brand color; PMS: 289 C, PMS: 7683 C and PMS: 278 C the preferred background colors is white.

If the Ensing Works logo cannot be printed or displayed in brand colors, the logo can appear in black, preferrably on awhite are the background.

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02.1.2

LOGO VERSIONS

Light Version

Mark/Symbol

Ensing Works logo can also appear with wordmark reversed out to white, but the icon colors maintained. The logo can as well be displayed in white with brand dark colors or black as the preferred background colors.

The brand mark also adopts the same trait as the primary logotype

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Ensing Works brand book

Ensing Works brand book

02.2

CLEAR SPACE The clear space has been established to ensure logo visibility and impact. Always maintain the clear space between the logo and other graphic elements such as type, images, other logos, etc, as described below.

1/2

1/2

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The logo should be surrounded by clear space equal to half the height of the logotype (the square represents half (1/2) the logo height in the illustrations).

Ensing Works brand book

02.3

MINIMUM SIZE At minimum size, the logo is still clearly legible and provides a strong level of identification.

When using a lower quality printing technique it is recommended that the logo should be used in a larger size.

The logo must never be used in a smaller size than the size described.

60 MM / 170 PX

18 MM / 50 PX

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42 MM / 120 PX

12 MM / 35 PX

30 MM / 85 PX

9 MM / 25 PX

Ensing Works brand book

02.4

LOGO MISUSE To maintain consistency throughout our identity application, it’s essential that the brand mark is never altered in any way. The brand mark should always be reproduced from the master artwork provided by Ensing Works.

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Do not rotate

Do not stretch

Do not compress

Do not use on busy background

Do not alter color

Do not filter

Do not alter design

Do not add elements

02.5

PLACEMENT To place the Ensing Works logo in the correct way please use one of the approved styles that are shown on the below.

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02.6

BACKGROUND

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02.7

TAGLINE

| Improving candidate experiences | Improving candidate experiences | Improving candidate experiences | Improving candidate experiences

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02.8

Ensing Works brand book

CO-BRANDING Co-branding lockup should be used where the Ensing Works brand logo is being presented along side or in partnership with another entity.

Partner logo

Maintain rules Squre is 1/2 the heigt of the brand logo

When there is more than one logo supporting or collaborating with Ensing Works, consistency and clarity are the priority.

Scale and position are based on the clear space guidelines. The Brandmark appears either far left or far right depending on the overall layout of the page or application.

Lock-Up Separator A vertical line set in grey is used as a visual frame to maintain the seperation of the logos. This line should be set at 1pt and should align to the top and the bottom of the tallest logo in the set.

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Example

03 *** Color Palette

BRAND COLORS

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03.0

PRIMARY COLORS Our brand colors are a distinct and crucial part of our identity as they make our brand instantly recognizable.

When applied consistently, our colors provide a strong visual link across various assets of communications and this sets our company apart from the competition.

20%

Blue Zodiac 40%

80%

60%

PMS 289 C CMYK 97, 87, 45, 55

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20%

San Marino 40%

PMS CMYK

80%

60%

7683 C 82, 61, 0, 0

Corn ower

20%

40%

PMS CMYK

80%

60%

278 C 47, 18, 0, 0

RGB 15, 29, 58

RGB

59. 105, 178

RGB

129, 180, 225

HEX #0F1D3A

HEX

#3B69B2

HEX

#81B4E1

Ensing Works brand book

03.1

SECONDARY COLORS Secondary colors can be used as color formulas for corporate marketing, collateral trade show materials, promotional items and web design. These colors were chosen to increase the overall user experience.

20%

Saddle Brown 40%

80%

60%

PMS 1615 C CMYK 28, 80, 100, 24

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20%

Spanish Orange 40%

PMS CMYK

80%

60%

7578 C 2, 72, 100, 0

20%

Burnt Orange 40%

PMS CMYK

80%

60%

7580 C 12, 82, 100, 2

RGB 150, 66, 13

RGB

239, 105, 9

RGB

211, 81, 39

HEX #96420d

HEX

#EF6909

HEX

#D35127

04 *** Font & Typograhy

BRAND TYPEFACES

Ensing Works brand book

04.0

FONTS/TYPEFACES Clear communication is an essential part of the Ensing Works brand. When consistently used, font typefaces play a significant role to enforce the brand’s presence.

Ensing Works uses “Gotham Pro and Roboto Light” typefaces (for both print and web). These should be used for all print materials, events, and copy set in online graphics as well.

Roboto

Gotham Pro Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789/@<>[]#${}?!+ Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789/@<>[]#${}?!+

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Light

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 /@ <>[]#${}?!+

Ensing Works brand book

04.1

TYPOGRAPHY Typography is another important element of our brand. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of Ensing Works brand.

Gotham Pro - used for Title/heading and highlights.

Roboto - used for body copy/description.

Introducing the overall piece Bullets points to list items.

FOR HEADING USE Gotham Pro - Black 30/40 POINTS (Pt)

â&#x20AC;˘ Bullet, Roboto - Light 12 Pt â&#x20AC;˘ Bullet, Roboto - Light 12 Pt Line height should be 1.5 to create space between bullets

Introducing section

Callout, Gotham Pro - Bold 18 Pt

Sub head, Gotham Pro - Bold 16/18 Pt Describing paragraph

Small title, Gotham Pro- Bold 14 Pt Body paragraphy, Roboto - Light 12 Pt

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Highlighting the main idea

A call to action with a period at the end.

This is a call to action, CTA. Gotham Pro - Bold 20/24 Pt

Ensing Works brand book

Connect.

Innovate.

Inspire.

Our goal is to always be proud of what we do.

Itâ&#x20AC;&#x2122;s a WIN, WIN situation

Improving candidates experience Values We aspire to be the standard of excellence on smart recruitment, the first choice for help on achieving hiring goals.

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05 *** Business Card Letterhead Envelope

BRAND STATIONERY

Ensing Works brand book

05.0

BUSINESS CARD Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid. Below is the proposed layout with the primary elements of our business card. Business cards will be used for ofďŹ cial communication of Ensing Works brand

Marvin Ensing Founder Keizersgracht 391 1016 EJ Amsterdam

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+31 (0)61 111 9775 m@ensing.works ensing.works

Dimension

Font Size

85mm x 55mm

Contact Person: 9pt

Print Format CMYK

Designation: 9 pt Address, Phone, Email and Website: 9pt

Ensing Works brand book

05.1

LETTERHEAD The letterhead is an official administration document.

The layout is void of any brand language expression and is practical in nature, containing all pertinent information.

Right is the proposed layout with the primary elements of our stationery, for the letterhead. The letterhead will be used for the effective communication that is going out of Ensing Works brand.

Dimension 216 x 279 mm Print Format CMYK

TO THE HUMAN RESOURCE MANAGER Dear Markson Makatz, RE - APPLICATICATIO FOR JOB INTERVIEW Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eius mod 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.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Youre Sincerely,

Markson Frank

Font Size Address, Phone, Email and Website: 12pt

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Keizersgracht 391 1016 EJ Amsterdam

+31 (0)20 775 7829 office@ensing.works

ensing.works

Keizersgracht 391 1016 EJ Amsterdam

+31 (0)20 775 7829 office@ensing.works

ensing.works

Ensing Works brand book

05.2

ENVELOPE The envelope or mailing label should be used for all mailed correspondence.

Below is the proposed layout with the primary elements of Ensing Works stationery system of the envelope.

Dimension

Font Size

241.3 x 104.8 mm

Address, phone, Email

Print Format

and Website: 12pt

CMYK

Keizersgracht 391 1016 EJ Amsterdam

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+31 (0)20 775 7829 oďŹ&#x192;ce@ensing.works

ensing.works

Ensing Works brand book

05.3

EMAIL SIGNATURE Email signature is the perfect opportunity to brand every message you send. It establishes and reinforces who you are as a company.

By creating a cohesive email signature for each employee on your team, you create brand recognition in every person to whom your employees send emails.

Marvin Ensing Founder Keizersgracht 391 1016 EJ Amsterdam

+31 (0)6 1111 9775 m@ensing.works

ensing.works

learn more >>

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06 *** Proposed Icon Set

BRAND ICONS

Ensing Works brand book

06.0

ICONOGRAPHY Icons visually break up content, making it less intimidating and easy to read. With icons you can quickly sum up what your text is about.

Sometimes, icons can even be enough to communicate content, which makes reading additional text unnecessary.

Contract

Blogging

Partnership

Secure File

Target

Process

Search

Resume

Launch

Support

Interraction

Innovative

Statistics

Planning

Calendar

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Vetting

07 *** Image Mood Board

BRAND IMAGERY

07.0

MOOD BOARD I An image can evoke many different feelings, consider what you are trying to say and use photography to reinforce this. Images should be authentic, depicting employee recruitment process.

Itâ&#x20AC;&#x2122;s recommended that style of images choosen should be of high quality with a meaningful concept consistent with the brand message.

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07.1

MOOD BOARD II

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07.2

MOOD BOARD III

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07.3

MOOD BOARD IV

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07.4

MOOD BOARD V

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07.5

MOOD BOARD VI

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07.6

MOOD BOARD VII

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08 *** Print Adverts

BRAND ADVERTS

08.0

ADVERTS The logo should always be placed at the top/bottom left corner on every print advert.

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Ensing Works brand book

08.1

FLYER The types of informative leaflets dealt with in this section are concise bits of imperative information about the services /products.

The structure of information on the cover stay the same across the various leaflet types. The dynamic parts are the image and title.

Reshaping Recruitment In-house.

Reshaping Recruitment In-house.

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ABOUT US

Dimension

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ABOUT US Lorem ipsum dolor sit amet, consectetur adipisc ing elit, sed do eiusmod tempor ut. Lorem ipsum dolor sit amet, consectetur adipiscing elit consectetur adipiscing elit, sed do eiusmod

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A0, A2, A4, A5, A6 Print Format CMYK

PLANNING & DESIGN

SUPPORT 24/7

PLANNING & DESIGN

SUPPORT 24/7

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RECRUITMENT PROCESS

CUSTOMIZATION

RECRUITMENT PROCESS

CUSTOMIZATION

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Lorem ipsum dolor sit amet, consectetur adipisc Lorem ipsum dolor sit amet

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Keizersgracht 391 1016 EJ Amsterdam +31 (0)20 7757829 oďŹ&#x192;ce@ensing.works ensing.works

Lorem ipsum dolor sit amet, consectetur adipisc Lorem ipsum dolor sit amet

Keizersgracht 391 1016 EJ Amsterdam +31 (0)20 7757829 oďŹ&#x192;ce@ensing.works ensing.works

08.2

POSTER Brand adverts rely strongly on the visual content. Poster design should have; (brand mark position and size, contact info, endorsement, grid layout) and dynamic (message and image) information.

Dimension A0, A1, A2, or A3 Print Format CMYK

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Ensing Works brand book

08.3

BILLBOARD Billboard adverts need clear visual impact.

The Brand Mark is dominant on a layout that maximizes the format. A simple qualification for the success of the layout is ‘immediate identification’.

A multitude of graphics also add to the visual impact, thus another ‘impact’ tip would be to apply on several applications as the budget would permit. Size and format is determined by availability.

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Ensing Works brand book

Ensing Works brand book

08.4

LINKEDIN ADVERTS

Improving candidate experiences

Reshaping Recruitment In-house.

SIGN UP

Improving candidate experiences Itâ&#x20AC;&#x2122;s a WIN, WIN situation

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09 *** Website Style

BRAND ONLINE

09.0

WEBSITE A web grid helps to establish a set of guidelines to how elements should be positioned within a web layout. Not only does an effective grid provide the rhythm for a design, but it also defines the meter.

The proper position of the logo should be at the upper left hand corner.

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Ensing Works brand book

09.1

Ensing Works brand book

RESPONSIVENESS

Incases of smart devices (medium and small size, the logo position is at center based on proportitional adjustment of the web pages to adapt various screen sizes.

The minimum logo width for smart devices shoud be 11 MM / 33 PX.

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Ensing Works brand book

09.2

LAYOUT A website in itself is probably the most dynamic platform of all the communication channels.

Any healthy website should evolve as the usage dynamics change to suit the service best.

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1. Web Font

3. Simplicity

Gotham Pro and Roboto Light should be the electronic default fonts for all web applications. This maximizes visual brand identity recognition.

Users need to navigate with ease and not be bombarded and confused with non essential details. Stylistically, the siteâ&#x20AC;&#x2122;s typography should be very clear with effective visual impact from selected imagery.

2. Grid

4. Function Priority

All (images, shapes, typography), should ahdere to 1200 and/or 960 grid structure.

The site prioritizes the servicesâ&#x20AC;&#x2122; information ensing works and all related information regarding service provision, workflow, and processes.

10 *** Promotion Items

BRAND PROMOTION

10.0 PENS The objective of brand merchandising is to take promotional of companyâ&#x20AC;&#x2122;s brand and effectively place it on any material used by consumers.

This is a form of general awareness and to get brand recall and the choice of item is totally dependent on Ensing Works and what they have to present.

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10.1

TSHIRT

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10.2

POLO TSHIRT & CAP

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10.3

MUGS

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10.4

Ensing Works brand book

SOCIAL MEDIA

Facebook

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LinkedIn

Instagram

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Twitter 55

YouTube

Ensing Works Brand Book

WE LOVE OUR BRAND. BE MINDFUL WHEN APPLYING IT. Ensing Works brand including the logo, name, colors and identifying elements are valuable company assets.

Each of us is responsible for protecting the companyâ&#x20AC;&#x2122;s interests by preventing unauthorised or incorrect use of the Ensing Works name and marks.

Š 2019 Ensing Works All rights reserved.

Ensing Works Brand Book

Keizersgracht 391 1016 EJ Amsterdam +31 (0)20 775 7829 oďŹ&#x192;ce@ensing.works ensing.works

Ensing Works Branding Document