Tetrad Brand Guidelines

© Tetrad Incorporation 2024

Europe America

BRAND GUIDELINES

Canada

UK

Nigeria

This document will provide an understanding of the basic elements of our identity system.

It explains how to use the system and serves as a source of inspiration to help in the building a global brand that people love to be a part of.

Remember Our intent with this guide is not to restrict creativity and innovation: far from it. We believe in the creative spirit, and innovation is one of our core values. What we strive for is a coordinated, consistent, and effective brand presence in everything we create.

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Brand Guidelines

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Content 1

Tetrad

6

Graphic Assets

2

Logo

7

Imagery

3

Color

8

Messaging

4

Typography

9

Social Templates

5

Pattern

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Tetrad

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Tetrad At Tetrad, we are committed to helping Africans in the diaspora to send money back home to their loved ones. We understand the significance of sending and receiving money across borders and are dedicated to simplifying international transactions.

Our goal is to empower individuals and businesses to support their loved ones, expand their ventures, and nurture global connections.

With Tetrad, you can expect competitive rates, swift and secure transfers, and outstanding customer service.

Tetrad

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Mission -

To transform international money transfer by providing competitive rates, fast and secure transactions, and exceptional customer service, with a special focus on meeting the needs of Africans in Diaspora.

Tetrad

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Vision To be the trusted bridge connecting individuals and businesses worldwide, facilitating efficient financial transactions and nurturing global connections, while championing the financial empowerment and well-being of Africans in Diaspora.

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Logo Tetrad

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Logo Breakdown

Tetrad's logo creatively intertwines elements symbolizing progress and activity—an upward arrow representing motion and transactions, seamlessly integrated with the letter 'T' from the brand’s name, all encircling the brand’s foundational principles of Innovation, Integrity, Customer Centricity, and Collaboration.

Tetrad

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Full Logo

Our logo is an important element of our visual identity. It is a representation of the Tetrad’s brand and conveys uniqueness and boldness. It is the primary identifier of our brand and should always be treated with respect Our logo consists of a wordmark and an icon, named ‘TETRA’, a strong ambassador of our brand

Tetrad

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Logo Mark

TETRA, Our brand’s icon, a strong ambassador of our brand. It will be used extensively on brand assets

Tetrad

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Color Matrix

Our logo can only exist its full color, all black or all white only The ‘TETRA’ mark can exist in all the primary colors option including all white and all black. Any other colour used for our logo will be an abuse of our logo

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Safe Zone

To ensure our logo’s integrity and legibility, it needs some clear space surrounding it, free of type, graphics or other visual clutter.

This should always be respected when working with layouts. The more breathing room there is, the better it is.

Always ensure there is adequate space between the logo and surrounding element.

For the full logo and TETRA mark, the clear space on the sides should always be half the size of TETRA on the full logo

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Logo Placement - Portrait

The placement of the Tetrad logo is dynamic, to give ultimum visibility, It can be only be placed at the top/bottom left/right corner or at the center bottom/top on a canvas.

Only the Tetrad’s logo can be used on official documents or brand compositions for online use.

The clear space around the logo must always be adhered to when placing the logo at these positions

Tetrad

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Logo Placement - Landscape

The placement of the Tetrad logo is dynamic, to give ultimum visibility, It can be only be placed at the top/bottom left/right corner or at the center bottom/top on a canvas.

Only the Tetrad’s logo can be used on official documents or brand compositions for online use.

The clear space around the logo must always be adhered to when placing the logo at these positions

Tetrad

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Logo Hierarchy

Our logo has to be responsive as it will be adapted to various mediums.

Our logo is adaptable to work at various mediums with the full logo and TETRA all adaptable for use

The clear space around the logo must always be adhered to when placing the logo at these positions

Primary Logo Usage Ratio: 70% Platforms: To be used on medium to large applications such as billboards, social media display pictures

Tetra Usage Ratio: 30% Platforms: To be used on small applications such as fav icon, app icon, Social Media or brand merchandise

Tetrad

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Logo Misuse

Our logo has to be responsive as it will be adapted to various media.

Our logo is adaptable to work on various media with the full logo and TETRAD all adaptable for use

Do not use a different color for our logo that’s not in our color palette

Do not swap the colors on the full logo

Do not reduce the opacity of our logo on official documents

This shows how to adapt our logo for use as the medium it is to be used on becomes smaller Do not crop our logo

Do not add special effects to our logo

Do not stretch or squash our logo

Brand Guideline Do not change the arrangement of our logo

Tetrad

Brand Guidelines

Respect the clear space the logo needs, do not add any text or image so close to our logo

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Color Tetrad

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Primary Color

Our colour palette expands on our unique aesthetic and represents a brand focused on connection & people

Brandeis Blue

Cetacean Blue

HEX: #0A65FA RGB: 10, 101, 250 CMYK: 81, 62, 0, 0

HEX: #031151 RGB: 3, 17, 81 CMYK: 100, 97, 31, 41

#4097FF

#11206D

Balancing the Mission, values and vision of Tetrad the colours are complimentary and work well for both digital and prints.

Please adhere to these colour codes provided at all times. They are important in getting the exact colour codes for our colours when needed for print or digital usage

Tetrad

Brand Guidelines

#005CE2

#03103F

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Secondary Color

There are Six (6) secondary colours in Tetrad’s colour palette. These secondary colours act as supporting colors to the primary colours and used to enhance the brand’s applications under limited circumstances.

Pastel Green

Pink Flamingo

Sunglow

HEX: #86F874 RGB: 134, 248, 116 CMYK: 43, 0, 77, 0

HEX: #F379FF RGB: 243, 121, 255 CMYK: 20, 56, 0, 0

HEX: #FFC82E RGB: 255, 200, 46 CMYK: 0, 22, 91, 0

While Important, our secondary colors are less dominant han our primary palette, and cannot be used on their own. These colors are primarily used within merch/socials and/or only in certain applications when combined with colors from our primary palette

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Secondary Color

Blue-Green

Russian Violet

Alabaster

HEX: #064F44 RGB: 6, 79, 68 CMYK: 90, 45, 69, 41

HEX: #361947 RGB: 54, 25, 71 CMYK: 84, 98, 39, 42

HEX: #F4EAE1 RGB: 244, 234, 225 CMYK: 3, 7, 10, 0

There are Six (6) secondary colours in Tetrad’s colour palette. These secondary colours act as supporting colors to the primary colours and used to enhance the brand’s applications under limited circumstances.

While Important, our secondary colors are less dominant han our primary palette, and cannot be used on their own. These colors are primarily used within merch/socials and/or only in certain applications when combined with colors from our primary palette

Tetrad

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Color Combination

Use this guide to create the correct color balance throughout the brand. Tetrad’s Blues should be present in most instances of the brand, with a healthy mix of The brand’s other colors

One key factor that should guide color pairing when working with the Tetrad’s brand is contrast and The colours paired must compiment the other.

Contrast is king always.

Tetrad

Brand Guidelines

Brandeis Blue

Cetacean Blue

HEX: #0A65FA RGB: 10, 101, 250 CMYK: 81, 62, 0, 0

HEX: #031151 RGB: 3, 17, 81 CMYK: 100, 97, 31, 41

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Typography Tetrad

Brand Guidelines

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TETRAD - Typefaces

Tetrad’s Typography consists of two typefaces; Ranade and Gambetta These two typefaces help the Tetrad brand communicate its messages to it’s target audience effectively.

Consistent use of these typefaces is critical to building recognition and establishing trust.

Forge real Connections Ranade

Without Barriers Gambetta

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For Real People & Real Connections

TETRAD - Typefaces Cap Height Ranade is a family of sans serif fonts designed in the neo-grotesk style. It also includes a little kick, separating it from other typefaces in that genre: its diagonal letters feature stark contrast.

X height

727

525

The diagonals that are typically written with thin strokes in classic serif typefaces maintain thin strokes in Ranade as well, even in the family’s lightest weights.

Speaking of weight, Ranade features ten font styles spread across five weights; these range from Thin through Bold.

Ranade is an excellent selection for use in branding and corporate design.

* Ranade can and should be used on all of the brand’s applications.

ABCDEFGHIJK LMNOPQRSTU VWXYZ abcdefghijklm nopqrstuvwxyz 0123456789

Baseline

0

?*@!#$%^&(+ -)_ Decender

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-214

26

Typefaces - Weights

Ranade has been developed into a extensive family, consisting of five (5) weights (from Thin to Bold) This typeface allow for Tetrad to communicates clearly over a wide range of applications.

Medium Medium Italic

Light Light Italic

Bold Bold Italic

Regular Italic

* Ranade can and should be used on all of the brand’s applications.

Tetrad

Thin Thin Italic

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Typefaces - Heirarchy

This is how Tetrad’s everyday type expression using ranade should look like.

Clear hierarchy of information ensures ease of use for more functional moments in Tetrad’s brand

Weight

Leading

Bold

Auto

Section Header

Regular

Auto

Subheading

Regular

Auto

Body

Regular

Auto

Headline

A rule of thumb is to skip one or two weights when pairing two fonts from our typeface together.

Where to use

+ Brand Campaigns + Marketing + Brand Creatives

Tetrad

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TETRAD - Typefaces

Gambetta is a family of serif fonts designed for use in text. Its ten styles are spread across five weights, ranging from Light to Bold; each weight has an upright and a companion italic font on offer.

Gambetta’s letterforms are drawn with diagonal stress, and they letters have visible contrast, too. The numeral height is slightly lower than that of the upper case letters; the lowercase ascenders, in turn, are taller than the capitals. Gambet ta is intended for use in book design and in editorial design.

abcdefghijklmnopqrstuvwxyz 0123456789

* Gambetta can only be used together with Ranade and never on it’s own.

It is primarily use to higlight important points in body of texts.

The italic version of gambetta are to be use primary in assets

Tetrad

ABCDEFGHIJKLMNOPQRSTU VWXYZ

Brand Guidelines

?*@!#$%^&(+ -)_ 29

Typefaces - Weights

Light Light Italic

Gambetta has been developed into a extensive family, consisting of five (5) weights (from Thin to Bold) This typeface allow for Tetrad to communicates clearly over a wide range of applications.

Regular Italic Medium Medium Italic

* Gambetta can only be used together with Ranade and never on it’s own.

It is primarily use to higlight important points in body of texts.

The italic version of gambetta are to be use primary in assets

Tetrad

Bold Bold Italic

Brand Guidelines

SemiBold SemiBold Italic

30

Typefaces - Active samples

Graphic example of the brand’s typefaces being used following the brand guide

Helping people forge connections without barriers Canada

Nigeria

Tetrad

Brand Guidelines

Send money to your loved ones in Canada for a flat rate of 1.05%

31

Pattern Tetrad

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Pattern - Primary

Our Pattern is an important element of our visual Identity. It translates and represents what the Tetrad brand is all about.

It is the secondary identifier of our brand as it appears on a lot of our applications and must always be treated with respect.

P.01

Tetrad’s pattern draws inspiration from the intricate dance of electromagnetic waves, which serves as the very foundation of our digital world.

Just as waves facilitate seamless digital transactions (Banking) and activities, they also play a crucial role in breaking down barriers that once seemed insurmountable, paving the way for connections that transcend geographical boundaries.

Tetrad

Brand Guidelines

P.02

These are the primary patterns, they will be used extensively on all brand touchpoints

33

Pattern - Secondary

Our Pattern is an important element of our visual Identity. It translates and represents what Tetrad brand is all about.

It is the secondary identifier of our brand as it appears on a lot of our applications and must always be treated with respect.

Tetrad’s pattern draws inspiration from the intricate dance of electromagnetic waves, which serve as the very foundation of our digital world.

Just as waves facilitate seamless digital transactions (Banking) and activities, they also play a crucial role in breaking down barriers that once seemed insurmountable, paving the way for connections that transcend geographical boundaries.

These are the Secondary patterns, They will be used on layouts and flyers

Tetrad

Brand Guidelines

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Pattern - Secondary

Our Pattern is an important element of our visual Identity. It translates and represents what Tetrad brand is all about.

It is the secondary identifier of our brand as it appears on a lot of our applications and must always be treated with respect.

PL.01

PL.02

PL.03

Tetrad’s pattern draws inspiration from the intricate dance of electromagnetic waves, which serve as the very foundation of our digital world.

Just as waves facilitate seamless digital transactions (Banking) and activities, they also play a crucial role in breaking down barriers that once seemed insurmountable, paving the way for connections that transcend geographical boundaries.

Tetrad

Brand Guidelines

35

Pattern - Usage

Tetrad’s patterns can be used on any of of Tetrad’s assets, expecially digital assets and merchs, they can also be used as background watermarks/elements on social media e-fleys, The pattern usage on large scale print depends greatly on context of nescesity and relevance.

Samples shown beside.

Helping people forge connections without barriers Canada

Nigeria

Tetrad

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Graphic Assets Tetrad

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The Oblong

The Oblong is an important graphic asset in the tetrad’s brand. It helps the brand make emphasis on important things in graphics and/or brand assets.

There are two dinstincts variations; filled and outlined.

All color from the brand’s color palette can be used on the oblong Filled Oblong

Outlined Oblong

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The Oblong - Usage Sarah

The Oblong is an important graphic asset in the Tetrad’s brand. It helps the brand make emphasis on important things in graphics and/or brand assets.

EUROPE UK AMERICA CANADA NIGERIA Ken

There are two dinstinct variations; filled and outlined.

All colors from the brand’s color palette can be used on the oblong.

Charles

Hannah

Adedeji

Tetrad

Brand Guidelines

Send money to your loved ones in Canada for a flat rate of 1.05%

39

Imagery Tetrad

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Imagery

What makes a Tetrad photography?

The photography we use gives us the opportunity to present ourselves and to tell our stories. Our photography should set the scene or create the context for the conversations we want to have It should demonstrate our interest to the world.

Every Tetrad’s brand assets communicates, and our use of imagery is no exception.

* Our imagery should tell a story, higlighting our commitment to fostering connections, offering a window into people and their emotions.

Tetrad

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Logo on Imagery

The logo should be carefully placed on photography. Strictly adhere to the clear space and logo positioning provided in the logo section

Always place the logo on clear and simple backgrounds with plenty of contrast for legibility.

£1 = N 1,620.00

Tetrad

Brand Guidelines

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Logo on Imagery

The logo should be carefully placed on photography. Strictly adhere to the clear space and logo positioning provided in the logo section

Always place the logo on clear and simple backgrounds with plenty of contrast for legibility.

Tetrad

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Imagery Don’ts

To use our imagery appropriately, here are some guidelines to follow to ensure proper usage

Do not distort our images proportion

Do not use un-expressive images

Do not use brand unrelated images

WITHOUT BARRIERS

Always place the logo on clear and simple backgrounds with plenty of contrast for legibility.

Do not cover model/characters expressions with graphics

Tetrad

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Messaging Tetrad

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Messaging

There are three simple principle which help Tetrad maintain the right brand messaging.

Tetrad

Informal

Friendly

Conversational

Our tone of voice is expressive and friendly, Leveraging relatable terms and connecting with audience on an emotional level similar to how you’d speak to a friend.

Our second tone of voice is generally warm and inviting. It elicits trust from the reader and makes them feel welcome.

Our third tone of voice is conversational it’s all about using everyday language instead of jargon or technical words

WAGWAN, UK? WE HAVE A NEW FEATURE ON OUR APP

CONNECTION SHOULDNT COST A THING!

SEND MONEY TO YOUR LOVED ONES ANYWHERE!

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Messaging-Personalized

To connect better with target audience, Ideally, we used local slangs and terms.

This can only be used on informations or graphics specifc/targeted to very specific regions and nothing general.

WAGWAN, UK? WE HAVE A NEW FEATURE ON OUR APP - A copy for a new feature on our app for our UK users

Tetrad

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Messaging-General

These types of copies uses everyday language instead of jargon or technical words from specifi areas or Countries

WE ARE MAKING TRASANCTIONS HUMAN AGAIN - A copy for an ad targeted at all users

Tetrad

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Social Template Tetrad

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Social Media Templates

Samples of flyers for reference using all of out brand assets and follwoing our brand guideline.

Send money to your loved ones in Canada for a flat rate of 1.05%

Tetrad

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More info. on: www.tetrad.com

ize

Connections that last with Tetrad

tion u l o v e R

your

payment

experience

with More info. on: www.tetrad.com

Tetrad

Brand Guidelines

Tetra d

51

Helping people forge connections without barriers

Tetrad

Brand Guidelines

Everything & Everyone matters Visit: Tetrad.com today

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© Tetrad 2024

Thank you.