ETHOS DESIGN
POSTERITY CONCEPT ONE
FOR THE FUTURE’S SAKE
FOR THE FUTURE’S SAKE
L O G O P R E S E N TAT I O N S
PRIMARY
Dark background
Inspired by recongizable and reputable presence of the Posterity Legal Services logo, our brand mark has been evolved to suit the nature of services and target market of Posterity (software). FOR THE FUTURE’S SAKE
With clear symbolism of a growing, healthy tree, our brandmark symblizes Posterity: planning for your future generations. With a gentle gradient used on the edges of our tree branches, visually communciating the endless growth of family trees and passing of generations.
H O R I Z O N TA L
WORDMARK
Slightly simplified as compared to the Posterity Legal Services logo, we can see parallels through the structure and leaf elements of both brand marks, marking them as the same family of legal expertise, through different means of service. A clean, modern sans serif typeface has been used,
F O R
T H E
F U T U R E ’ S
S A K E
FOR THE FUTURE’S SAKE
balancing the technology-forward nature of software with the professionalism and experience of legal services. Through layers of depth and thoughtful brand parallels, the Posterity logo suite finds balance between modern profesionalism and warm
BRAND MARK
approachability, communicating the protection Posterity software provides through a simple, easy to use legal solution. Motion graphics may be implemented in the brand mark in the future, adding a growth and movement element throughout the tree and leaf elements. FOR THE FUTURE’S SAKE
L O G O P R E S E N TAT I O N S
PRIMARY
Light background
Inspired by recongizable and reputable presence of the Posterity Legal Services logo, our brand mark has been evolved to suit the nature of services and target market of Posterity (software). With clear symbolism of a growing, healthy tree, our brandmark symblizes Posterity: planning for your future generations. With a gentle gradient used on the edges of our tree branches, visually communciating the endless growth of family trees and passing of generations.
SECONDARY
WORDMARK
Slightly simplified as compared to the Posterity Legal Services logo, we can see parallels through the structure and leaf elements of both brand marks, marking them as the same family of legal expertise, through different means of service. A clean, modern sans serif typeface has been used, balancing the technology-forward nature of software with the professionalism and experience of legal services. Through layers of depth and thoughtful brand parallels, the Posterity logo suite finds balance between modern profesionalism and warm
BRAND MARK
approachability, communicating the protection Posterity software provides through a simple, easy to use legal solution. Motion graphics may be implemented in the brand mark in the future, adding a growth and movement element throughout the tree and leaf elements. FOR THE FUTURE’S SAKE
TYPOGRAPHY The primary headline font family that should be used in all marketing and communication materials for Posterity is SK-Modernist. The subheadline font family that should be used is Montserrat. The Paragraph font family that should be used in materials for Posterity is Mulish. These families used in combination present Posterity in a modern, professional, while approachable light. TITLE CHARACTER STYLES:
TYPOGRAPHY IN USE EXAMPLE:
Aa H1
HEADLINE TWO
nonummy nibh euismod tincidunt ut laoreet dolorev magna
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
Headline One SK-Modernist, Title Case Tracking should be set between +50 and + 150.
Primary Headline Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
SK-Modernist
H2
HEADLINE TWO Montserrat medium - semi-bold. All caps.
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
Tracking should be set between +150 and +250.
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
abcdefghijklmnopqrstuvwxyz
ex ea commodo consequat. Duis autem vel eum iriure dolor in
123456890
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto
BODY CHARACTER STYLE:
Aa Paragraph
Mulish ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
Mulish - Regular Tracking should be set no less than 0 and no more than +35.
COLOR PALETTE The brand colors below should be used in all marketing and communication materials for Posterity. The colors have been carefully designed to present Posterity in a modern and professional, while warm and approachable, light. Complimentary shades of green communicate feelings of balance, growth, and renewal, while gold communicates prosperity, achievement, and value. Used in combination, these colors find balance between the modern nature of the software, combined with the traditional and long-serving necessity of the legal service provided.
EGGSHELL
DOVE
HARVEST
BRONZE
SAGE
MOSS
HARVEST BRONZE GRADIENT
BRAND ELEMENTS The posterity brand pattern and background elements have been developed from our brand mark, utilizing the semi-opaque gradient tree and leaf elements. The tree and leaf patterns may be implemented as a semi-opaque overlay (as background element or overlayed over photo) adding layers of depth and brand recognition throughout. Brand elements may be utilized as motion graphics in the future, adding a subtle movement element to software and marketing/advertising materials.
FOR THE FUTURE’S SAKE
FOR THE FUTURE’S SAKE
POSTERITY
CONCEPT ONE
ETHOS DESIGN LLC