Thip Capital Brand Identity & Guideline

Brand Guideline

“Catalyst for Sustainable Impact”

WWW.THIPCAPITAL.COM

THIP CAPITAL

Contents

BRAND GUIDELINE

01

About Us

02

Logo Usage

03

Color Usage

PAGE 3

PAGE 7

PAGE 13

04

Typography Usage

05

Photography Style

06

Brand Application

PAGE 19

PAGE 23

PAGE 28

THIP CAPITAL

About Us Thip Capital is a Family Office of Pikulthong Group, a Thailand-based holding company with presence in Real Estate, Agriculture and Garment Sector. We invest in early stage Startups in Thailand and the SEA region, with special interest in HealthTech, PropTech, B2B Solutions and any other innovative solutions that are promisingly scalable.

At Thip Capital, we strive to invest in and co-create ventures that have high potentials to create sustainable positive impact.

Not only do we provide funding, but we also provide strategic collaborations and networks for our Portfolio Startups.

INTRODUCTION

THIP CAPITAL

INTRODUCTION

Investment Philosophy

Investment Mission

Strategic Collaboration

We believe in the power of goodwill, creativity,

Our Mission is to invest and incubate businesses

We are an active angel investor that will take

practicality and sustainability as the four pillars

that offer practical and innovative solutions to

hands-on approach with our portfolio startups where

essential for the team to pivot, navigate and not only

eliminate sizable pain points in a particular industry,

appropriate. We leverage our entrepreneurial

survive, but thrive in the unknown and unbeaten path

or society as a whole. With the right use of

experiences to foster our portfolio startups from

of the StartUp Journey. We believe that Founders

technologies and business model that is culturally

their early stage to the expansion stage. We use

with genuine Goodwill to creatively address society

unbiased and user-centric, these solutions will be

quantitative and fact-based approaches to conduct

or an industry’s pain points have the power to attract

able to expand beyond Thailand, and scale across

monthly health check analyses for startups that we

others with similar interests to join forces to make

the SEA markets or even the World.

invest in. Based on these analyses, we discuss and

an epidemic impact possible. To materialize the

brainstorm as well as draw in appropriate experts if

solutions and achieve sustainability, each round of

Along the way, we aim to connect together a pool of

necessary, to help the team come up with creative

pivoting has to be well-strategized iteration based

successful Startups Founders, each of which will

and practical strategies to implement.

on both quantitative and qualitative market insight.

exemplify unique sets of honorable traits and success stories. Collaboratively, the pool has the power to inspire and generate the ripple effect of future successful legacies to come.

THIP CAPITAL

Thip Capital Way 1. Well-Balanced Approach in catalyzing the growth of Startups: With our strategic consulting and entrepreneurial experiences, combined with powerful questioning skill, we support the founders and business to drive growth with the right balance of flexibility and good governance to ensure practicality, creativity, scalability and sustainability.

Due to market novelty and extremely dynamic environment that Startups operate in, we understand that there is no single secret recipe that can guarantee success. We acknowledge the unique calibers, strengths, career background, and working style of each team. Thus, we aim to help our portfolio startups grow by sharing our experiences, asking powerful questions, and ultimately be their sounding board to help them formulate strategies in a way that they feel the ownership and confidence to follow through with their plans.

Another aspect we help our portfolio startup with is by guiding them to build a strong technological infrastructure and a foundation of good governance.

This is to ensure scalability and sustainability, nonetheless, we will always maintain sufficient level of flexibility to not hinder business growth.

INTRODUCTION

THIP CAPITAL

2. User Centric and Scalability Approach in Co-Creating Platform:

INTRODUCTION

3. Risk Mitigation: We believe in proactive approach to prevent and solve problems to reactive approach. Some risks can be studied and managed, or even

In order for a business to become scalable, there must be an optimal

avoided all together, especially those stemmed from legal and IT. On

balance between flexibility to enhance user engagement and

top of being actively supportive to our Startups in capturing market

systematic construction at its simplest form. With hands on

opportunities, we also help draw to their attention the potential risks

experiences in process improvement - IT System Development -

involved in order to formulate well-rounded strategies. We support

System Implementation, we are well-equipped to provide support and

founders mitigating through risks that they may encounter along the

guidance to startups to reach that balance.

unpaved path of growth.

BRAND GUIDELINE

01

Logo Usage It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

THIP CAPITAL

LOGO USAGE

Brand Logo

Our brand logo consists of a logomark & logotype. The logo elements can be presented together or seperately as individual elements. The nature of the elements in the brand logo should not be modified, recreated or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that they are legible at all times.

The horizontal logo is the main associating logo of the brand that appears predominately within brand materials. The vertical logo can be used in cases where the space does not accommodate the horizontal logo.

HORIZONTAL LOGO

VERTICAL LOGO

THIP CAPITAL

LOGO USAGE

Brand Logo

LOGOMARK

The logomark acts as the identifying mark of the brand and is ideal for social media avatars, stamps and stickers.

LOGOTYPE

The logotype is customized truly for the brand hence should not be modified, recreated or transformed in any way.

LOGOMARK

LOGOTYPE

THIP CAPITAL

LOGO USAGE

Logo Clearspace

Clear space is the area surrounding the logo

x

x x

that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

For Horizontal Logo, Vertical Logo & Logotype, the minimum clearspace is determined by the height and width of the letter “T” from “THIP” as illustrated above.

For Logomark, the minimum clearspace is determined by the x-height as illustrated above.

x

x

THIP CAPITAL

LOGO USAGE

Minimum Size

To ensure clarity and legibility, please do not scale the logo below the recommended minimum size.

MINIMUM WIDTH:

MINIMUM WIDTH:

15MM

25MM

MINIMUM WIDTH:

MINIMUM WIDTH:

8MM

8MM

THIP CAPITAL

LOGO USAGE

Dos and Dont’s

The logomark and logotype can

Logo can be used on an imagery

Logo can be used on a solid color

be used seperately

background but legibility must always

background but legibility and color

be considered

harmony must always be considered

Never change the proportions

Don't rotate the logo

Don't use non approved colors

BRAND GUIDELINE

02

Color Usage It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

THIP CAPITAL

COLOR USAGE

Brand Colors

PRIMARY COLORS

TURQUOISE

GREEN

GREY

RED

CMYK

65 0 25 0

CMYK

76 0 57 0

CMYK

0 0 0 80

CMYK

32 100 60 18

RGB

66 193 199

RGB

6 183 146

RGB

88 89 91

RGB

152 29 71

HEX

#42c1c7

HEX

#06b792

HEX

#58595b

HEX

#981d47

SECONDARY COLORS

LIGHT

LIGHT

LIGHT

TURQUOISE

GREEN

GREY

CMYK

22 0 6 0

CMYK

15 0 18 0

CMYK

0 0 0 10

RGB

196 231 237

RGB

217 236 216

RGB

230 231 232

HEX

#c4e7ed

HEX

#d9ecd8

HEX

#e6e7e8

THIP CAPITAL

COLOR USAGE

Gradient Colors

WHITE LIGHT TURQUOISE

WHITE TURQUOISE

WHITE LIGHT GREEN

WHITE GREEN

THIP CAPITAL

Primary Logo Color Usage

The brand logo is mainly used against white or light colored imagery backgrounds. B&W versions can be used when color options are not applicable.

COLOR USAGE

THIP CAPITAL

Secondary Logo Color Usage

The logotype can be used in grey & red against white, grey, light turquoise, light green and all gradient colored backgrounds. When turquoise, green and gray is used as the background, the logotype can be used in full white.

COLOR USAGE

THIP CAPITAL

COLOR USAGE

Color Hierarchy

A general color hierarchy is seen as illustrated below. The sizes of the circles visualizes the usage percentage of each brand colors within the branding.

White is the most commonly

Light Turquoise, Light Green,

Turquoise & Green are mainly used

Grey is mainly used for logotype &

used background color.

White Light Turqoise & White

as logomark colors. Along with

text colors. Red is used as an

Light Green are used as

light grey, they are also used as

accent color with only subtle

secondary background colors.

tertiary background colors.

usage wihtin the branding.

BRAND GUIDELINE

03

Typography Usage It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

THIP CAPITAL

Primary Font

Typography plays a large role in the brand

TYPOGRAPHY USAGE

ABCDEFGHIJKLM NOPQRSTUVWXYZ áâàäãåabcdefghijk lmnopqrstuvwxyz 1234567890 !@#$%^&*()+

identity. We use a sans serif typeface called Heebo to add character and personality to

Heebo

the brand.

The sans serif typeface is used for Headers, Titles and smaller exerts of text that require further emphasis.

https://fonts.google.com/specimen/Heebo

Aa

THIP CAPITAL

Secondary Font

TYPOGRAPHY USAGE

ABCDEFGHIJKLM NOPQRSTUVWXYZ áâàäãåabcdefghijk lmnopqrstuvwxyz 1234567890 !@#$%^&*()+

Roboto

Roboto is the secondary typeface, it is used for body copy and larger paragraph of text.

Within brand materials, Roboto should always appear smaller in scale in relation to Heebo.

https://fonts.google.com/specimen/Roboto

Aa

THIP CAPITAL

Typographic Hierarchy

TYPOGRAPHY USAGE

SUBHEADING IN HEEBO MEDIUM

Headings in Heebo Medium Heebo medium can be used for smaller exerts of text that require further emphasis, such as this paragraph.

Roboto regular is used for body copy. Heebo Medium is used for subheadings. Roboto Medium can be used to highlight or emphasize certain area of body copy text.

Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.

BUTTONS IN HEEBO MEDIUM

BRAND GUIDELINE

04

Photography Style It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

THIP CAPITAL

Photography Style

KEYWORDS

Sustainability Technology Innovation Collaboration Creativity

PHOTOGRAPHY STYLE

THIP CAPITAL

PHOTOGRAPHY STYLE

“Catalyst for Sustainable Impact”

THIP CAPITAL

PHOTOGRAPHY STYLE

THIP CAPITAL

PHOTOGRAPHY STYLE

BRAND GUIDELINE

05

Brand Application It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

THIP CAPITAL

BRAND APPLICATION

“Catalyst for Sustainable Impact”

JOHN DOE

1771 New Petchaburi Road, Bangkapi, Huaykwang, Bangkok 10320, Thailand contact@thipcapital.com

55mm x 85mm

www.thipcapital.com

Business Card

THIP CAPITAL

BRAND APPLICATION

Letterhead JOHN DOE Client Adress Line 1, Client Adress Line 2, Bangkok 10000, Thailand contact@email.com

Date: April 22, 2021

Dear Client, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit 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.

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit 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.

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Regards, John Doe Director, Founder

“Catalyst for Sustainable Impact”

210mm x 297 mm

A. 1771 New Petchaburi Road, Bangkapi, Huaykwang, Bangkok 10320, Thailand E. contact@thipcapital.com

1771 New Petchaburi Road, Bangkapi, Huaykwang, Bangkok 10320, Thailand contact@thipcapital.com