VISUAL IDENTITY GUIDELINES
Table of content
01. OUR PERSONALITY 2 02. LOGOTYPE 3 03. COLORS 7 04. TYPOGRAPHY 9 05. VISUAL ELEMENTS 12 06. TONALITY 14
01. OUR PERSONALITY Tech Pilots like to keep things simple, professional and modern. But to stop there would mean something boring that everyone can accomplish. Therefore let’s add clever, intuitive and geeky. Now when we’re there, let’s take off!
Our logotype The routes and vias creating the wings of the logo are inspired by circuit boards. The routes are leading the way and symbolizes the tech pilots as vital parts of the company. The nut keeps it all together. It can be tightened or loosened depending on the situation. Also, didn’t people believe Einstein to be nuts? Together the elements are creating the classic airplane. The same airplane that will carry the tech pilots forward and through their mission, finally reaching their destination. This with a touch of playfulness, reflecting the inner child and it’s ability to be honest, straight up without hesitation.
Don’t forget clearspacing! It should be at least half the size of the logos height.
Background usage As long as the colored background is either Cutting Edge Yellow or black, it is permitted to place the logotype together with the colored, transparent background, over a photograph. The opacity on the colored background should be somewhere between 75% to 90%. Also, be careful about what kind of photographs youâ€™re using! It could be a great idea to use photos that communicates and reflects Tech Pilots identity.
Logotype don’ts We made the logotype to work our way. Therefore, please don’t use it your way. No twisting or cropping, stick with the yellow, white or black background and don’t place it over photos.
Color palette Primary color
Cutting Edge Yellow RGB 250,184,52 CMYK 0, 32, 85, 0 PMS 136 C #FAB834
Radical Red RGB 252, 90, 90 CMYK 0, 76, 55, 0 PMS 178 C #FC5A5A
The yellow color used in the logotype is chosen to be called Cutting Edge Yellow. Why? Because yellow is a bit bold during the circumstances, but weâ€™re not the typical company, and to be honest; it suits us kind of well. The pale yellow color is chosen to be the primary color because it is bold, modern and innovative - just like us. Itâ€™s a excellent fusion between the two parts in Tech Pilots, the hi-tech company and the young talents. The secondary colors are Radical Red and Perfect Purple, which has quite a bit of a contrast to the primary color. The contrast itself reflects the company and the pilots whom in the real world might be very far apart, but is put together by Tech Pilots.
Perfect Purple RGB 75, 65, 128 CMYK 85, 83, 21, 0 PMS 7672 C #4B4180
Aller Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@%#)(
Aller Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@%#)(
Aller Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@%#)(
Typography guidelines Aller is the Tech Pilotsâ€™ official typeface. Itâ€™s to be used on both web and in print. Sizes are preferably the ones exemplified to your right. Feel free to use color on the headlines, as long as you use the colors of our choice.
Headline Aller Bold 30 pt
Introduction Aller Regular 18 pt
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Body Aller Light 11 pt
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05. VISUAL ELEMENTS
05. Visual elements
Nut pattern The nut in our logo can also be used as a graphic element, creating patterns and decoration to objects. Feel free to use them, as long as you don’t form symbols or messages. It’s supposed to feel random, not static, because we want to feel alive! Preferably place the pattern in the bottom corners of the concerned items, like letters, envelopes, pictures, PowerPoint presentations or websites. By the way, don’t use the pattern combined with the Cutting Edge Yellow. We don’t want to look like a beehive.
06. TONALITY Tech Pilots aim to to be professional and clever, with a touch of being geeky and playful. Keep it personal but simple and short. Also, don’t be afraid to use some technical jargong. The messages aren’t addressed to the companies, they’re rather addressed to the individuals that work there. Imagine it is one of your colleagues!
Tonality examples Don’t be boring. Make it personal and let the audience understand that you know what you’re talking about!
We have a new post on our website, check it out! http://www. techpilots.com/newpost/#1 Yesterday, our tech pilot Jonas took CybAeros APID 60 for a testdrive. It was crazy! http://www.techpilots.se/newpost/#1 We just got a new pilot to our team, her name is Jonna and she is a huge TBBT-fan. http://www.techpilots.se/newpost/#2
Consistency is good. On a set day during the weekdays, i.e. fridays, share an article that reflects Tech Pilots personality, something that might be hi-tech and geeky, but it’s what you like.
It’s friday and we’d like to share with you a ground-breaking Adventure, happy weekend! http://www.wired.com/2015/03/warren-robinett-adventure/
HAVE A NICE FLIGHT!
Published on Mar 24, 2015