PSQR Visual Identity Guidelines v1

VISUAL IDENTITY GUIDELINES

FEBRUARY 2021

CONTENTS

PSQR Visual Identity Guidelines

Our Brand Architecture

2

Our logos

6

Using our logos

14

Typography

23

Colour palette

28

1

OUR BRAND ARCHITECTURE

BRAND ARCHITECTURE OVERVIEW

PSQR is following a Monolithic or Master Brand Strategy and Brand Architecture.

The Voxagon is used across the board as a common denominator however the emphasis is placed on building the company and product category brands across channels.

PSQR Visual Identity Guidelines

3

BRAND ARCHITECTURE

COMPANY AND PRODUCT CATEGORIES The company and product category brands are our dominant brands and are applied across channels, tools and materials.

COMPANY BRAND

Software

Services

Stacks Future Brand

PaaS Future Brand

PRODUCT CATEGORIES

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4

BRAND ARCHITECTURE SUB BRANDS

Sub-brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand.

Should it be used on its own the product category is referred to in the design.

Saga

Toolbox

Training

Future Brand

Inveni

Consulting

Incubator Future Brand

Tobacco Future Brand

ScanApp

Incubate Partner Portal

Vila

Id

Mesh

Scan

PSQR Visual Identity Guidelines

The modules carry the master brand voxagon and act as design elements illustrating an add-on. It is used with the product and product line brands.

5

OUR LOGOS

COMPANY BRAND DOMINANT LOGO

This is our company brand logo. It is made up of a wordmark and an the master brand icon (referred to as our voxagon). Whenever possible we use it as shown, in full colour on a white background.

In instances where legibility becomes an issue (such as on coloured backgrounds or overlayed on imagery) we have a monotone white logo that can be used instead, please see page 16.

PSQR Visual Identity Guidelines

This logo is to be used on all corporate materials, presentations and channels. The product line and sub-brands will only be used in specific applications.

This logo is the main and preferred logo and should be used predominantly.

7

COMPANY BRAND STACKED LOGO

The stacked logo option illustrated below can be used as an alternative but should only be used in circumstances where the main logo is not suitable size-wise - when using this logo please clear is with the marketing department.

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PRODUCT CATEGORIES We have four product categories at PSQR. The product categories keep the master and the company brand in design and carries a short descriptor of the group it represents. These descriptors are to be kept short and to one word.

The product range logos are used when a specific group of products are described or a specific product range tool, material or document is created.

Colour is an important visual element that is utilised when defining the product category brands.

Software

Services

Stacks

PaaS

Future Brand

PSQR Visual Identity Guidelines

Future Brand

9

SUB BRANDS SERVICES & ENABLERS

Sub brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand.

Should it be used on its own, the product category is referred to in the design.

Sub brand logos and designs are defined by the relevant product range colour.

Services, enabler and product names are to be as descriptive and as short as possible.

Training

Incubator Future Brand

Consulting Incubate Partner Portal PSQR Visual Identity Guidelines

10

SUB BRANDS

PRODUCTS

Sub brands are used to differentiate services, enablers and specific products. These brands are used as design elements, with the bigger product line brand or the master brand.

Should it be used on its own, the product category is referred to in the design.

Sub brand logos and designs are defined by the relevant product range colour.

Product names are to be as descriptive and as short as possible.

Toolbox

Saga Future Brand

Inveni

Tobacco Future Brand

ScanApp

PSQR Visual Identity Guidelines

11

SUB BRANDS MODULES

The modules carry the master brand voxagon and act as design elements illustrating an add-on. It is used with the product and product line brands, and defined by the relevant colour.

Note that the Voxagons for modules are always in grey and the name and the boxes in the category brand colour. The outside hexagon box is a shade lighter though.

Product names are to be as descriptive and as short as possible.

Vila

Comply

Mesh

Label

Id

Supply Chain

Scan

PSQR Visual Identity Guidelines

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SUB BRANDS MODULES EXTENDED

Both Id and Comply have modules of their own.

Although similar in design there is a difference in font size which defines them.

Extensions of modules cannot be represented on its own. The below is only a depiction for design purposes.

Id

Comply

Id Generator

Tpd

Crpt

UK

Crpt PSQR Visual Identity Guidelines

13

USING OUR LOGOS

USING OUR LOGOS PRIMARY USAGE

The PSQR brand is made up of several logos that are used in a tiered manner. Consistency when applying the logos is key. Our logos have been designed to be used only as pictured here. They do not need altering or modifying in any way or under any circumstance.

All logos can be provided to you by the marketing team.

.

Software

Saga Vila

Id Generator

PSQR Visual Identity Guidelines

15

USING OUR LOGOS SECONDARY USAGE

Use for single colour applications where colour is unavailable, or when the logo needs to be reversed out of the PSQR purple.

.

Software

Software

Software

Saga

Saga

Saga

Vila

Vila

Vila

Id Generator

Id Generator

Id Generator

PSQR Visual Identity Guidelines

16

USING OUR LOGOS LOGO DON’TS

Please don’t distort, rotate, re-draw or change any of the PSQR logos.

There are a number of logos in the PSQR family which can be provided to you by the marketing team.

It is fairly simple: if you think you might need to change the logo in some way, no matter how minor it may seem, don’t.

.

X Don’t distort the logo

X Don’t angle the logo

X Don’t change colour of the logo

X Don’t adjust proportions

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USING OUR LOGOS CLEAR SPACE - BRAND

For maximum visual impact our logos need space to breathe and stand proud.

For the sake of consistency and simplicity across all of PSQR brands, the same rules apply when defining the minimum clear space required.

The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.

x x

PSQR Visual Identity Guidelines

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USING OUR LOGOS CLEAR SPACE - BRAND

When applying the logo to a circular format, please apply the clear space as illustrated below.

x

PSQR Visual Identity Guidelines

x

19

USING OUR LOGOS CLEAR SPACE - SUB BRANDS

For maximum visual impact our logos need space to breathe and stand proud.

For the sake of consistency and simplicity across all of PSQR brands, the same rules apply when defining the minimum clear space required.

The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.

x

Software

PSQR Visual Identity Guidelines

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USING OUR LOGOS CLEAR SPACE - SUB BRANDS

The basic rule is to use the height of the right side of the voxagon to create a square, this will allow a safe area to be kept around the PSQR logo.

Training x

Vila

x

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USING OUR LOGOS HOW WE STACK UP

When applying the logos the following guide to sizing should be adhered to.

x=1

x

x = .70

x

Software

PSQR Visual Identity Guidelines

x = .55

x

x = .40

x

x = .30

x

Saga Vila

Id Generator

22

TYPOGRAPHY

OUR FONTS

PRIMARY USAGE - HEADINGS AND SUB-HEADINGS Strong typography helps build a clear and consistent image for PSQR. Objektiv Mk1 is used for all headings and sub-headings in our branded communications.

We use it in 4 primary weights – light, regular, bold and xbold.

OBJEKTIV MK1- LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 OBJEKTIV MK1 - XBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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OUR FONTS

PRIMARY USAGE - BODY COPY Montserrat is the font we use for all body copy and content. We use it in 4 primary weights – light, regular, medium and semi-bold for all of our branded communications.

Where that is not possible, such as on emails and PowerPoint documents, you can use the system font Helvetica due to it’s similarity to Montserrat.

MONTSERRAT - LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MONTSERRAT - SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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OUR FONTS- GOOGLE DOCS PRIMARY USAGE - BODY COPY

For an alternative font to Montserrat please use Commissioner (Google Doc font). It offers a variety of weights that lend itself to Objektiv Mk1.

COMMISSIONER - EXTRALIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 COMMISSIONER - BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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OUR FONTS- GOOGLE DOCS

PRIMARY USAGE - HEADINGS AND SUB-HEADINGS

For an alternative font to Objektiv Mk1 please use Josefin Sans (Google Doc font). It offers a variety of weights that lend itself to Objektiv Mk1.

JOSEFIN SANS - LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 JOSEFIN SANS - XBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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COLOUR PALETTE

OUR COLOURS PRIMARY PALETTE

Our primary brand colour palette is a crucial part of building a successful identity for PSQR. Bright, bold colours that make us more recognisable to customers and allows us to stand out from the crowd.

PURPLE C88/M89/Y9/K2 R92/G36/B131 HEX #5C2483

PSQR Visual Identity Guidelines

TEAL C71/M0/Y39/K0 R48/G181/B172 HEX #30B5AC

GREY C0/M0/Y0/K20 R204/G204/B204 HEX #CCCCCC

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OUR COLOURS SECONDARY PALETTE

Secondary colours have been chosen around the primary brand colours – use them cautiously to help with recognition and consistency. Use them to add energy and dynamism, but never use them on their own in communication material.

ICEBURG C60/M18/Y0/K0 R104/G175/B225 HEX #68AFE1

PSQR Visual Identity Guidelines

PASSIONATE PURPLE C54/M80/Y0/K0 R141/G74/B151 HEX #8D4A97

GOLD C16/M27/Y85/K4 R216/G178/B57 HEX #D8B239

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