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Simply Connected

Brand Book


Introduction LIV's target audience demands a clear and concise brand that inspire's desirability and exudes simplicity and style. This guide supplies you with not only a brand identity that honours this but also a visual toolkit that can be used to extend the core brand, creatively, to a broader product base and allows room for sub-brands to be developed under a consistant vision. The LIV brand has been designed to be both modern and future-proof, and if used consistently will provide long-term and clear brand recognition for the company. The tagline ‘Simply Connected’ is a direct statement that conveys the brands intentions clearly to the consumer. Enclosed is a clear and concise visual toolkit that will allow you to create compelling communications and balance "sophisticated technology" with a "consumer-friendly and approachable" style. This document is intended to be a catalyst to your creativity rather than a constraining rule book and we hope you find working with the brand fun and inspiring, as you explore and develop the language of LIV.


Simply Connected


Simply Connected


Allow The Brand To Breath & Stand Out Our logo is our most valuable asset, it provides brand recognition and should be used correctly to make sure it has room to breath.

X

X

X

X

X

X

X

X X

X

Simply Connected

X X

do...

don’t...

allow the brand room to breathe by

place it in a confined a space, cluttering the

surrounding it with a blank border of depth ‘x’

page. It’s usage needs to exude simplicity

across all mediums.

and clarity.

Simply Connected

X X

X


Brand Colours & Appropriate Use Our hero colour dark grey, which should be used in all official corporate situations to provide brand consistency. In addition we would recommend several accent colours for highlighting key points and create separation in documents and brochures, through the use of colour coded sections/sub-sections.

The Hero Brand

Supporting Colours

Dark Grey Pantone: 419U CMYK: 0/0/0/90 RGB: 60/60/60 HEX: 3C3C3C

Dark Magenta Pantone: 240u CMYK: 0/100/0/40 RGB: 160/0/90 HEX: A0005A

Supporting Colours

Supporting Colours

Dark Blue Pantone: 3015u CMYK: 100/50/10/30 RGB: 0/80/130 HEX: 005082

Medium Green Pantone: 374u CMYK: 50/0/100/5 RGB: 145/185/30 HEX: 91B91E

do...

don’t...

use the above supporting colours to draw the

use more than one supporting colour on any

eye to important information.

single page or layout, favour contrast and subtle use of colour.


How To Create & Use A Sub Brand The logo has been created in such a way as to make it infinitely adaptable to accommodate numerous sub-brands. See the examples below for the acceptable ways to combine the logo and tagline with a bold sub-brand name.

ZEN

ZEN

do...

don’t...

create only a small number of top-level

create sub-brands that are too similar to one

sub-brands in order to aid consumer

another or this may lead to brand confusion.

understanding and appreciation of your product range.

JUKE

JUKE


Introducing Textures & Gradients

By Applying Subtle Gradients & textures you can create a dynamic space to apply typography do...

don’t...

Make sure gradients are subtle and not over powering. Gradients should be used to create a sense of depth and a ‘touchable’ sensation.

Use harsh gradients and drop shadows that feel forced and out of place.


Modifying Textures

Rotate, Explore, Resize, Move and Play with the Texture to Create the Right Tension for your Layout do...

don’t...

Feel free to adjust the transparency of the texture to make it as subtle or strong as you require for your layout.

Scale the texture out of proportion, making the texture appear squashed or awkward


Lifestyle Photography

do...

don’t...

Imagery should show LIV products integrating seemlessly and

use clean, uncluttered imagery that focuses

use imagery that focuses too heavily on the

effortlessly into the homes of our users.

on a modern and sophisticated lifestyle.

product (wires should never be visible) promote a lifestyle choice, not a technology.


Simply Connected Overlaying Content On Photography

do...

don’t...

When overlaying the logo, typography or gradients, be careful not to clutter the image, work with

feel free to overlay the brand on photography

add too much text as to confuse the

the natural composition of the image. Do not hide product and above all make sure the content is

and as long as you preserve it’s readibility

message of either image or copy.

readable.


Product Photography It is of paramount importance to present products in the best possible light. Product photography should always be displayed in a clean and clear manor without anything to distract the eye.

do...

don’t...

present all product photography in an

place LIV products on a busy, colourful or

uncluttered clean manor in white space.

cluttered background.


Corporate Typefaces Titillium Light is our corporate typeface, Titillium Light is a modern, strong font, great for anything from headlines to body text. If in doubt, use Titillium Light. Titillium Bold is good for headlines and making words more prominent, but bold is not good for body text.

AaBbCc123 TitilliumText22L Light

TitilliumText22L Bold

For Web

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

When possible always embed the Titillium font for web use, however in the rare occurance that you need to pick a ‘web-safe’ font, Helvetica / Arial can be used.


Tone of Voice When considering the "tone of voice" that most accurately conveys the personality of LIV's brand you must tune into both the vision of LIV's

Features NOT Spec's

technology and the expectations of your target audience. ‘Simplicity’ is the overriding message that LIV should present to a market eager to find a technology that they can plug in and play with. Your audience is gadget aware and more interested in convenience and owning the latest tech, than having to tinker with it to make it work. Your customer is technology savvy, 28 - 55 and looking for solutions to home media problems. You should try to strike a knowing but friendly conversational tone with them, that honours our customers intelligence but never becomes too techie or jargon heavy. Present the product as a

Intelligent NOT Dumbed Down Geeky NOT Nerdy Stylish NOT Technical

sophisticated and desirable piece of technology. Engage the uninitiated, by selling the benefits and lifestyle enhancing aspects of the product, making sure to use clean clear descriptions, brief paragraphs and lead with impactful award winning copy headlines. It is essential that all corporate communication is aligned to this tone of voice, from emails and website copy to brochures, press releases and exhibition material. When engaged in social media dialogue (Facebook, Twitter, YouTube, Blogs, and so on), your writing style can by more relaxed and conversational, the goal, to bring the personality of the ‘notional’ individual talking to this audience. Engage and entertain the reader, allow the customer to gain affinity with the brand. LIV aims to be in their top 5 technological preference list.

Benefits NOT Technology Design NOT Style Aspirational NOT Cheap Simple BUT Powerful


simply connected

Simply Connected

Amelia Santos Head of Marketing www.livsc.com amelia@livsc.com +44 5913 592295 +44 7912 255955

Simply Connected

liv house, 24 road name, london, uk, N22 7AY

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Simply Connected

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Yours Faithfully Mark Smith

www.liv.com

Simply Connected

info@liv.com

0800 000 000

www.livsc.com

+44 5913 592295

liv house, 24 road name, london, uk, N22 7AY

Example Brand Application


simply connected

Simply Connected

Amelia Santos Head of Marketing www.livsc.com amelia@livsc.com +44 5913 592295 +44 7912 255955

Simply Connected

liv house, 24 road name, london, uk, N22 7AY

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Simply Connected

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Yours Faithfully Mark Smith

www.liv.com

Simply Connected

info@liv.com

0800 000 000

www.livsc.com

+44 5913 592295

liv house, 24 road name, london, uk, N22 7AY

Example Brand Application


Example Brand Application


Example Brand Application

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