ETHOS DESIGN
POSTERITY CONCEPT TWO
POSTERITY
POSTERITY 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 the generational nature and purpose of Posterity, our brand mark was developed with layers of symbolism. While taking conceptual
POSTERITY
inspiration from the Posterity Legal Services
FOR THE FUTURE’S SAKE
brand mark, we draw a family parallel through concept and color, while differentiating and leaning into the modern and efficient nature of Posterity (software). Our minimalist tree has been developed utilizing circles, reminscent of a family tree diagram.
SECONDARY
WORDMARK
Layers of opacity throughout each tier of the tree symbolize generations and the passage of time.
POSTERITY
Graphic, and in simple form, our brand mark communicates the simplicity of use that the software provides, combined with the innovative
F O R
T H E
F U T U R E ’ S
POSTERITY FOR THE FUTURE’S SAKE
S A K E
technology used to bring it to life, while clearly recognizable and giving insight into the purpose and meaning of Posterity. Through layers of depth and symbolism, packaged in a minimalist, clear, and memorable logo suite, the Posterity logo suite presents as the leading, innovative private estate planning solution.
BRAND MARK
Motion graphics may be implemented in the brand mark in the future, adding a growth and movement element throughout the varying layers of circle elements.
POSTERITY
L O G O P R E S E N TAT I O N S
PRIMARY
Light background
Inspired by the generational nature and purpose
POSTERITY
of Posterity, our brand mark was developed with layers of symbolism. While taking conceptual
FOR THE FUTURE’S SAKE
inspiration from the Posterity Legal Services brand mark, we draw a family parallel through concept and color, while differentiating and leaning into the modern and efficient nature of Posterity (software).
SECONDARY
W I T H TA G L I N E
Our minimalist tree has been developed utilizing circles, reminscent of a family tree diagram. Layers of opacity throughout each tier of the tree
POSTERITY
symbolize generations and the passage of time. Graphic, and in simple form, our brand mark
F O R
T H E
F U T U R E ’ S
POSTERITY FOR THE FUTURE’S SAKE
S A K E
communicates the simplicity of use that the software provides, combined with the innovative technology used to bring it to life, while clearly recognizable and giving insight into the purpose and meaning of Posterity. Through layers of depth and symbolism, packaged in a minimalist, clear, and memorable logo suite, the Posterity logo suite presents as the
BRAND MARK
leading, innovative private estate planning solution. Motion graphics may be implemented in the brand mark in the future, adding a growth and movement element throughout the varying layers of circle elements.
POSTERITY
TYPOGRAPHY The primary headline font family that should be used in all marketing and communication materials for Posterity is Gilroy. The subheadline font family that should be used is Montserrat. The Paragraph font family that should be used in materials for Postertiy is Proxima Nova. These families used in combination present Posterity in an innovative, 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 Gilroy, Title Case Tracking should be set between +50 and + 150.
Primary Headline Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Gilroy
H2
HEADLINE TWO Montserrat medium - semi-bold. All caps.
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
Tracking should be set between +150 and +250.
exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
abcdefghijklmnopqrstuvwxyz
commodo consequat. Duis autem vel eum iriure dolor in hendrerit
123456890
in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
BODY CHARACTER STYLE:
Aa Paragraph
Proxima Nova ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
Proxima Nova - 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. Deep blue communicates feelings of security, trust, and tradition, 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
SPRUCE
HARVEST BRONZE GRADIENT
BRAND ELEMENTS The posterity brand pattern has been developed from our brand mark, enlarging the circle sequence of the brand mark for use as a background element or overlay over brand imagery. Implemented as a semi-opaque overlay (as background element or overlayed over photo), brand pattern adds depth and brand recognition without distraction. Brand pattern may be utilized as motion graphics in the future, adding a subtle movement element to software and marketing/advertising materials.
POSTERITY
POSTERITY FOR THE FUTURE’S SAKE
POSTERITY
CONCEPT TWO ETHOS DESIGN LLC