Behave Ci Guidelines

brand guidelines V1.01

be future-generation ready

00.0 Contents 01.0

Brand Platform

04

01.1

What is Behave?

05

01.3

Vision

07

01.2 01.4 02.0

Core Values Purpose

Logo System

06 08 09

02.1

Logo family

10

02.3

Graphical element

12

02.2 02.4 02.5 02.6 03.3

03.1 03.2 04.0

Support logo files Exclusion zone

Minimum sizes

Incorrect usage Typography

Primary font Local fonts

Colour Palette

11 13 14 15 19

18 19

20

04.1

Primary colour palette

21

05.0

Corporate Stationery

22

05.1

Letterhead & business cards

23

05.3

Social media icons

25

05.2

Email signatures

24

Brand Platform

The brand platform strategically defines Behave and is the foundation of how the brand is expressed. It represents the DNA of the brand and guides employees and partners to help maintain consistentcy in how the brand is communicated.

01.0

01.1 Behave What is Behave?

An agency that engages future-ready solutions by using human-centric data to transform our environment.

5

01.2 Core Values

Our Core Values are the beliefs which Behave is based on. They are the guiding principles that we use to manage our internal tasks as well as our relationship with our partners and clients.

Human

We care for the lives of people and our environment by seeing the world through the eyes of others.

Curious

We explore and challenge assumptions from new perspectives to uncover impactful solutions.

Collaborate

We build and support relationships through shared knowledge and innovation.

6

01.3 Vision

Our vision is a vivid mental image of what we want Behave to be in the future, based on our goals and aspirations. Our vision will give us a clear focus, be a statement for our inspiration, be the framework for our strategic planning.

We envision a world where well being is fulďŹ lled through a smarter living future.

7

01.4 Purpose

Our Purpose is our most fundamental reason for being. It is what drives us and what we stand for. It will guide us strategically and help us grow and achieve our goals.

Our purpose is to enable better future living through the power of collaboration.

8

Logo system

The logo represents our core values in a visual manner.

02.0

9

02.1 Logo family

The curves in the Behave letter form embody the human aspect of Behave.

Overlapping sections portray a sense of curiosity, pushing boundaries in a collaborative manner.

Primary

The primary logo should be used in most instances for brand recognition and legibility.

10

Colour variation 1

Colour variation 2

Primary Behave grey logo over Behave yellow background will help energise a layout and help the logo stand out.

As a secondary option the yellow Behave logo may be used over the top of a Behave grey background.

02.2 Support logo files Support files

Support files have been provided for use in certain applications where restrictions might apply. For example single colour outputs or event sponsorship listings.

The outlined logo file should be used in a graphical support role only.

11

02.3 Graphical element

Outline version

An outlined version of the Behave wordmark has been designed specifically for use in a design support role.

Individual letters and parts of may be used to create dynamism in a piece of artwork to help reinforce the brand and our core values.

12

02.4 Exclusion zone

1x

1x

1x

1x

1x

Protection

The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility.

No graphic elements, including patterns, photos or colours (other than approved colours) should be used within the exclusion zone.

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02.5 Minimum logo sizes

20mm

30mm

Minimum Size

Recommended Size

20mm width of Behave word mark

14

30mm width of Behave word mark

02.6 Incorrect usage 1

2

3

4

5

6

1

Do not rotate the logo

2

Do not add shadows/glow effects to the logo

3

Do not use the outlined logo as the primary verion

4

Do not use the incorrect logo version over coloured backgrounds

5

Do not adjust the colour of the logo in any way (sections or entirety)

6

Do not distort the logo

15

02.6 Incorrect usage 7

8

9

ECO

10

11

12

behave

16

7

Do not use the yellow logo on a white background in flat or outlined form

8

Do not add additional elements

9

Do not create new lockups

10

Do not use any logo over pattern or confusing backgrounds

11

Do not adjust the lettering style or use a different font in place of the logo

12

Do not add a gradient fill

Typography A consistent brand also requires a font family that is consistent and recognisable

03.0

03.1 Primary font

Aa Noto Sans HK LIGHT AND BOLD VERSIONS

Primary typeface family

Noto Sans HK is the primary font and should be used as a priority across all printed and digital applications.

It’s letter forms have humanist curves which help reflect our core value, it is clean and legible. Light and Bold versions are preferred however there are other weights in the font family that can be utilised. Where Noto Sans is not available Arial maybe used for English.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1 2 3 45 6 789£$?!< > { }[ ]#¢™ ®

12 3 456789£ $?!< > { }[ ]#¢™ ®

03.2 Local fonts Noto Sans

水的 LIGHT AND MEDIUM

這句話後來演變成「飲水思源」這個成語，意為喝水的時 候想一想流水的源頭，比喻不忘本。

這句話後來演變成「飲水思源」這個成語，意為喝水的時 候想一想流水的源頭，比喻不忘本。 123456789£$?!<>{}[]#¢™®

123456789£$?!< >{}[]#¢™®

Local font system

The Noto font family has many localised font variants that can be used for other language requirements.

19

Colour palette

Consistent and correct use of colours are vital for continued brand recognition

04.0

04.1 Primary colour palette 90% 100%

Behave grey

90% 100%

80% 70%

70%

60%

60%

50%

50%

Behave yellow

40% 30%

10%

10%

0%

0%

RGB

RGB

Pantone

7540

Web

R75 G79 B84 4B4F54

30% 20%

Colour CODES

C67 M54 Y46 K40

40%

20%

Colour CODES CMYK

80%

CMYK

C5 M0 Y84 K0

Pantone

394

Web

R237 G233 B57 EDE939

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Corporate stationery Various items have been developed to communicate in a consistent manner

05.0

22

05.1 Letterhead & business cards Company letterhead

Artwork for the Behave letterhead has been provided and should be pre-printed in the approved corporate Pantone colours.

Dimensions: DIN A4 210 x 297mm

Paper: Uncoated, white, 120gsm

Business cards

An artwork template for the Behave business cards has been provided and should be printed in the corporate Pantone colours. A bright white uncoated board with a slight texture is suggested such as Neenah Classic Crest (Eggshell) with a spot uv clear gloss to the word mark.

Dimensions: 90 x 50mm

Paper: Uncoated, white, 352 gsm

Finishing: Curved corners Spot uv to the Behave word mark both sides

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05.2 Email signatures Email Signatures

Email platforms vary and are notoriously tricky for consistency. Therefore the system font Arial should be used in the knowledge that fonts would otherwise be substituted at the recipient end.

Colour: 4B4F54 (Hex/html colour) Name: Arial 12pt Bold

Position: Arial 12pt Regular Logo (provided)

Address: Arial 12pt Regular

Contact details: Lettercon: Arial 12pt Regular Detail: Arial 12pt Regular url: Arial 12pt Bold

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05.3 Social icons

x

6x

x

x

6x

x

Profile icons

The example demonstrates the use of the Behave outlinedâ&#x20AC;&#x2DC;bâ&#x20AC;&#x2122;as a social media icon.

It should be centred vertically in the given space with the same margin on both sides for the respective format.

The colours should be the outlined Behave yellow logo version on the Behave grey background.

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Address:

33/F, Wu Chung House 213 Queenâ&#x20AC;&#x2122;s Road East Wanchai, Hong Kong Phone:

Office: +852 2891 2212 Fax:

+852 2834 5442

Online:

studio@Behave-lab.com www.Behave-lab.com