Indicina Brand Book

Indicina

Brand Book February 2020, version 1.0 This document is the most current information about the Indicina identity

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07 - 14

15 - 17

18 - 21

22 - 30

31 - 33

34 - 46

Hello

Mark Construction

Primary Colors

Logo Wordmark

Fingerprint Mesh

Photography

Icons

Our Mission

Mark Derivation

Other Colors

Primary Type

Promotional

Stationery

Our Identity

Logo Construction

Secondary Type

Totebags

Clear space & sizing

Usage

Mugs

Incorrect Logo Uses

T-shirts & Hats

Incorrect Mark Uses

Print

Usage

Imagery

Outdoors

Patterns

Typography

Color

Web

Our Brand

Introduction

03 - 07

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Section 1

Introduction ● Hello ● Our Mission ● Our Identity

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Hello

Indicina is the cloud infrastructure for smart credit decisions.

Hello

Banks, insurers, consumer-ďŹ nance and retail companies use our platform to automate everything from assessment and scoring to loan disbursements and collections.

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Our Mission

We are stamping out guesswork from lending.

Our proprietary platform augmented by AI helps businesses across Africa make credit decisions smarter, faster, and at scale.

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Our Identity

Indicina Brand Book

Our identity reects the uniqueness and smartness of our technology.

Businesses using our platform are guaranteed fault-proof and actionable insights into borrowers. It also says we are human—creating deeper relationships for growth and success.

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Indicina Cloud infrastructure for smart credit decisions.

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Section 2

Our Brand ● Mark Construction ● Mark Derivation ● Logo construction ● Clear space & logo sizing ● Incorrect logo Uses ● Incorrect Mark Uses

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Mark Construction

/X3

6x

X

Indicina Brand Book

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Derivation

Indicina Brand Book

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Mark Derivation Our “fingerprint” identity reflects the uniqueness, smartness, and accuracy, of our technology.

We are calling it “the Indicina Fingerprint”, as we aspire to leave a lasting innovative change in how credit decisions are made.

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Brain

A.I.

Fingerprint

Organic intelligent system

Accurate decisions + insights

Uniqueness of technology model + humanity

Indicina

The Indicina Fingerprint is a clever abstraction of the fingerprint and the brain’s neural network as mimicked by artificial intelligence for super fast accurate decisions.

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Logomark Construction

Indicina Brand Book

X

6x

/3

X

Each stroke of dot and dash spans “2 units”. The space between each stroke is “1 unit”. Together, we have “3 units” resulting in “x”, as seen in the illustration

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Clear Space & Logo Sizing

x

Indicina Brand Book

x

Indicina

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x

1

x

x

2

x

2x

x

The baseline of the wordmark is 2x from the clear space atop the icon.

The Cap height is 2x from the 2x clear space beneath the icon

Minimum size: The spacing around the logo is a square denoted by ‘X’ with an area the length from the bottom of the logo to the top of the third dot

Digital: 150px width Print: 1 inch width

Digital: 25px height Print: .25 inch height 12

Incorrect Logo Uses

Indicina Brand Book

Indicina Do not shuffle the colors of the logo

Do not re-create using any other typeface

Do not outline the logo

Do not use gradients within the logo

Do not add transparency effects to the logo

Do not add drop shadows, bevels or other effects.

Logo Don’ts We pride ourselves on brand consistency.

When using the Indicina logo, the following rules should be adhered to at all times.

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Incorrect Mark Uses

Logo mark Don’ts We pride ourselves on brand consistency.

When using the Indicina logo, the following rules should be adhered to at all times.

Indicina Brand Book

Do not flip the colors in any use case.

Do not crop the mark.

Do not place the mark over off-brand colors.

Do not distort, stretch, or alter the mark.

Do not use off-brand colors on the mark.

Do not add drop shadows, bevels or other effects.

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Section 3

Colors ● Primary Colors ● Secondary Colors

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Color Palette - Primary Brand Colors

Primary Colors

Indicina Brand Book

Indicina Blue

Indicina Cerulean

Indicina Powder

CMYK - 93, 74, 0, 0

CMYK - 72, 67, 59, 79

CMYK - 1, 0, 2, 0

RGB- 2, 53, 221

RGB - 35, 31, 32

RGB - 35, 31, 32

HEX - #0235DD

HEX - #0593EB

HEX - #FDFFFC

Our primary colors are blue, cerulean, and powder which define the personality of our brand—Intelligence, Sophistication and Trust.

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Color Palette - Secondary Brand Colors

Secondary Colors

Indicina Brand Book

Indicina Black

Indicina Indicator Green

Indicina Sinopia Accent

Indicina Tangerine Marker

CMYK - 79, 70, 62, 89

CMYK - 73, 11, 98, 1

CMYK - 9, 81, 100, 1

CMYK - 0, 39, 93, 0

RGB - 17, 17, 17

RGB - 78, 160, 57

RGB - 217, 74, 16

RGB - 255, 171, 9

HEX - #111111

HEX - #4EA039

HEX - #D94A10

HEX - #FFAB09

We have four additional colors that we use in other contexts and brand collaterals.

Indicina Black Indicina Indicator Green Indicina Sinopia Accent Indicina Tangerine Marker

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Section 4

Typography ● Wordmark ● Typeface ● Typography use

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Typography

Wordmark The Indicina wordmark is set in FF Mark Pro Medium with a -20 tracking. The last letter a is modified on purpose as a subtle nod to our “intelligence” and sense of play—the default geometric/single-storey a evolved to a transitional/two-storey a.

Indicina Brand Book

a Indicina a

Only in our wordmark is such modification allowed.

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Typography

Indicina Brand Book

Aa

FFMark Bold Headlines and tagline.

Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#%&*(,.:”?)

Style:

Manipulating the font in any way is prohibited.

Stretching, condensing, outlining and drop shadow must never be used.

Alignment:

TT Commons Body copy, quotes and other collateral.

Type should be set ranged left for most uses.

Color:

Headline type should be set in Indicina Black or Blue.

In some instances, it can also be set in Powder, when the containing background makes it accessible.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#%&*(,.:”?)

Aa 20

Typography

Indicina Brand Book

Headlines:

Typography Use Headlines:

Set in FFMark Bold Pro, sentence case, in Indicina Blue. Can also be set as Indicina Powder against an accessible secondary brand colour.

Get access to the latest metrics Body Copy:

Financial reports tell people what you’re known for or what you do best. Or, they give your investors up to date on growth, events, or featured items at your business.

Body Copy:

Set in TT Commons Regular in Indicina black.

Call outs can be made using TT Commons Regular.

Call Outs:

Special text, like quotes, can be called out using TT Commons Regular in Indicina Blue.

Call Outs: “Join us for money tidbits every Monday at 7am!”

“We use cookies on our site. But you still get cake when we meet in person” 21

Section 5

Patterns ● Data Tunnel ● Cerulean Highlight ● Data Highway

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Patterns

Indicina Brand Book

Data Tunnel Made from the center stroke in the indicina logo mark, the data tunnel pattern ďŹ ts on a gradient as well as an Indicina Blue or Powder backdrop.

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Pattern Use

Color

Positioning

Usage Guide

Portrait Pattern=25-35% of page height

Landscape Pattern=30-40% of page height

Style:

For accurate application, it should be constrained to remain proportional to the data tunnel pattern assets provided in all use cases.

Stretching, condensing, ďŹ lling of the shape is prohibited Alignment:

The pattern should be aligned bottom left on all surfaces.

40%

35%

30%

25%

The outer surface of the last tunnel aligns with 50% of the layout.

The outer surface of the pattern reaches 3-eights of the page.

The lowermost surface of the second to the last tunnel aligns with the bottom of the layout.

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Pattern Use

Indicina

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Patterns

Indicina Brand Book

Cerulean Highlight Whole silhouette made from an outline of the Indicina 0’s and 1’s icon can be placed half-cut from top-right of any non-white background, especially Indicina Blue or colors from the secondary palette.

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Pattern Use

Color

Positioning

Usage Guide

The top edge of the diagonal first dash aligns with the top of the surface

Style:

The pattern is the Indicina mark with no ďŹ ll and a Cerulean outline. For accurate application, it should be constrained to remain proportional to the original Indicina mark in all use cases.

The right side of the diagonal last dot aligns with the right border of the surface.

Stretching, condensing, ďŹ lling of the shape is prohibited Alignment:

The pattern should be aligned top right on all surfaces.

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Pattern Use

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Patterns

Data Highway Data highway is an abstract depiction of the flow of data based on the 0’s or dots and 1’s or strokes from the Indicina icon.

It’s set in full Indicina Blue and Cerulean and is only used on the Indicina Powder backdrop

Pattern Use

Usage Guide Style:

Currently the data highway pattern will be used for the back of business cards where a stronger reinforcement of the company logo takes precedence due to a smaller surface area.

Stretching, condensing, filling of the shape is prohibited Alignment:

The pattern should be positioned to include 6 lines of Indicina’s ‘1’s and ‘0’s. The top and bottom lines should be fully contained on the surface.

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Section 6

Imagery ● Photography ● Promotional Imagery

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Imagery

Indicina Brand Book

Photography All photography direction is based on a spectrum of relatable to aspirational.

Still life: Attainable, clear, concise, human, demonstrates the Indicina personality. Simple, not overly complex.

Lifestyle: Aspirational, alludes to collaborative, conďŹ dent, clear, focused, environmentally inclusive.

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Imagery

Indicina Brand Book

Promotional Imagery Image Style: “Indicina Frame Leap�

Indicina Frame leap is created from a combination of the shortest stroke and dots in the dead centre of the logo mark forming an Indicina Powder frame that masks the lower portion of a cut-out image.

The background can be any darker accessible color from the secondary palette to maintain a look of sophistication and simplicity.

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Section 7

Usage ● Icons ● Stationery ● Totebags ● Mugs ● T-shirts & Hats

● Print ● Web ● Outdoors

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Usage

Indicina Brand Book

App and Social Icons The Indicina app icon has been designed to stand out in a mobile setting. The blue subtle gradient background and bright white logo mark adhere specifcally to the Indicina brand.

Social Icon:

The social icon should be used without a holding shape if possible.

Leave a minimum of 8px between icons.

If you use a holding shape, center the logo mark. Icons should always be at least 24px in height.

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Usage

Brand Applications

Indicina Brand Book

T-shirt There should be ample space around the logo so its easily distinguished from afar.

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Usage

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Usage

Brand Applications

Indicina Brand Book

Hat The logo should be oset to the left half of the hat.

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Usage

Desktop

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Usage

Mobile

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Usage

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Outdoors

Usage

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Stationery

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Usage

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Usage

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