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Scalable Security Solutions
Brand identity guidelines,
January 2014
Sections
Welcome to the new Idesco brand
identity guidelines.
Use these guidelines when creating
Idesco communications for distribution
to clients and partners.
1Introduction
2 Brand Promise
3Expression
4 Logo, Colors and Type
5Logo
6 Incorrect use of logo
7 Graphical Elements
8Typography
9 Contact us
Introduction
As the forward-thinking pioneer in robust
identification and security technology, Idesco is
committed to unrelenting development for your, and
Welcome to the Idesco
your customers’ benefit.
brand.
These guidelines document the
key visual elements of our brand,
designed to ensure a uniform look
across all our communications.
Clear and consistent use of these
elements is essential to keeping
all such communication faithful to
Idesco’s brand identity and to the
high quality products and services
our identity represents.
Our brand is rooted in our fundamental strength – that
Idesco builds the best products of their kind in the
world – to nurture an ongoing story about who we
are, what we stand for, and our quiet determination to
ensure our customers’ success.
Brand Promise
Our brand promise also
defines our reason for
being.
Expression
Three promises define our brand identity:
• Honor people as doers. People get things done – not
technology.
• Inspire people. The inspiration we bring to our work
will inspire others, helping make the world a better
place.
• Liberate ideas with our deepest creativity. Products
we create and services we develop for people and
businesses reflect our creativity.
Expression is how we
communicate our brand.
The design of our expression is clean, comprised by a
simple warm color scheme. This scheme simultaneously
conveys a readily “identifiable” look that will easily,
declaratively and directly express our communication.
The manner and context in which this scheme is
applied must always imbue authority and edge to our
communication, resulting in a simple, distinctive, yet
warm personal expression of our brand.
Logo
Type
Logo
Segoe UI Light
ABCDEFGHIJKLMNOPQRSTUVWZ
abcdefghijklmnopqrstuvwz
123456789
Idesco Logo
Our logo consists of our symbol
and logotype, designed to work
together in a horizontal lockup.
Segoe UI Regular
ABCDEFGHIJKLMNOPQRSTUVWZ
abcdefghijklmnopqrstuvwz
123456789
Colors
Red
PMS 186
C0 M100 Y80 K10
R198 G12 B48
#C60C30
Grey
PMS COOL GRAY 7 C
C0 M0 Y0 K52
R154 G155 B156
#9A9B9C
Segoe UI Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWZ
abcdefghijklmnopqrstuvwz
123456789
Tahoma
ABCDEFGHIJKLMNOPQRSTUVWZ
abcdefghijklmnopqrstuvwz
123456789
Tahoma Bold
ABCDEFGHIJKLMNOPQRSTUVWZ
abcdefghijklmnopqrstuvwz
123456789
Symbol
Logotype
Logo
Logo
Logo
Idesco logo
Red is the preferred logo
color.
Select the appropriate logo size by
determining the height required for
your layout. When using the logo
constantly through out the whole
publication, 1/20 of the shorter side
of media used is usually a good fit
for the logo’s height.
Logo height 1/20 of the shorter side of
media used.
When the Idesco logo is used on
white or light backgrounds, it is set
in our brand color:
PMS 186
C0 M100 Y80 K10
R198 G12 B48
#C60C30
Clear space
Treat our logo with respect and give
it room to breathe. Use a minimum
clear space surrounding the logo
equivalent to the height of the
symbol.
Red logo on white background
When it appears on an
red background or deeper
photographic tone, the logo should
be knocked out to white.
Minimum size
The minimum size of the logo is
5 mm high for print and 15 px onscreen.
Minimum height of the logo for print 5 mm
Minimum height of the logo for screen 15 px
White logo on red background
Logo
Incorrect use of logo
The white and black logos
are for limited use.
When it is not possible to use the
colored logo, use the white Idesco
logo on grey or dark backgrounds
or the black logo on lighter
backgrounds.
PMS Cool Gray 7 C
C0 M0 Y0 K52
R154 G155 B156
#9A9B9C
White logo on grey background
White logo on black background
DON’T place a color logo
on a color background.
DON’T create a multicolor
logo.
DON’T create a gradient
logo.
DON’T change the angle
or rotation of the symbol
or logotype.
C0 M0 Y0 K100
2014
Black logo on white background
DON’T rearrange the logo
elements.
DON’T outline the logo.
DON’T create a logo using
Idesco logo elements.
DON’T create a 3-D logo.
Graphical Elements
Red is the preferred color of
graphical elements.
When the Idesco graphical elements
are used on white backgrounds,
they are set in our brand color:
Graphical Elements
Attention Bar
Footer bar
We use the attention bar to draw attention to a thought or statement
that we feel will add power and dynamics to our message.
The footer bar is the following
color:
PMS 186
C0 M100 Y80 K10
R198 G12 B48
#C60C30
They should always appear on
white background.
extended till
bottom
of text area
Minimum size
The minimum size of the attention
bar width is 3 mm for print and 7 px
on-screen.
Thought or
statement
X/2
X/2
X
PMS 186
C0 M100 Y80 K10
R198 G12 B48
#C60C30
It should always appear on white
background.
On a spread the footer bar symbol
should only be used on the right
side page.
Minimum size
X 2X
X = 0.1 mm x fontsize
Minimum X measure for print 3 mm
Minimum X measure for screen 7 px
The minimum size of the footer bar
height is 5 mm high for print and 12
px on-screen.
1/5 X
X
2/3 X
Y
Z
Footer bar symbol
X = 1/30 of the shorter side of media used
Z = 1/5 of the longer side of media used
Y = rest of the longer side of media used
Minimum X for the footer for print bar is 5 mm
Minimum X for the footer for screen bar is 12 px
Graphical Elements
Text area bckground color
Sometimes the use of the attention
bar is not possible due, to for
example a background picture.
When using background color for
text areas a constant styling should
be used, using the correct style for
text and placing the text within a
good distance of the text area’s
edges.
X
X
X
X
Hendiate excepedia et pra sapeles
porror si commoluptur aut fugitibus
dolupti undiam illam aut perum quodi
dolor aut voluptas et, volest, officto
tatatet, ut et omnihicium audit ex et.
X = 0.35 mm x fontsize
Typography
Use Segoe UI as brand font
Segoe UI Regular is our primary
weight and is used for all dominant
typographic messaging, set in 23 pt
type or smaller.
Segoe UI Light is our secondary
weight. Use it for all supporting
copy, set in 24 pt type or larger.
Segoe UI Semibold may be used for
subheads.
Fonts for web and other
screen viewed use
We recommend using Tahoma. If
Tahoma font is unavailable, use
another sans typeface font.
Typography
Segoe UI Light
24 pt and larger
Segoe UI Regular
for 23 pt and smaller
Segoe UI Light
for 24 pt and larger
Segoe UI Regular
for 23 pt and smaller
Tahoma Regular and Tahoma Bold
are recommended font for web and screen.
Font sizes
Font sizes smaller than 10 pt should
not be used to ensure a good text
readibility.
Amount of different font sizes
through out a layout should be
limited to three.
Difference in size between a
headline or subhead and paragraph
should be at maximum of 150 % of
the paragraph’s text size.
Capitalization
Sentence-style capitalization is
preferred for all communications.
All caps may be used sparingly for
headlines and subheads.
Type alignment
Type alignment will be dominated
by flush left, rag right, except
tightly-focused, industry-aimed,
technical white papers.
Best practices:
• Limit type to no more than three sizes.
• Keep it flush left.
• Sentence-style capping is our standard.
• All caps are for titles or short headlines only.
• Never set a full paragraph in all caps.
Avoid the following:
• Widows, orphans, and hyphens
• Modified variations of Segoe UI
• Extreme letter-spacing changes
• Mixing sizes, weights, color in one text grouping
Typography
Typography
Letter spacing
Line spacing
Letter spacing is the space between
letters. For messaging copy, Segoe
UI Regular kerning should be set
to automatic/metric with 0 letter
spacing to ensure letters never
touch each other.
For headlines (24 pt and above),
Segoe UI Light should be set to
Metrics with negative letter spacing
to ensure that the letterforms are
not too far apart.
Good negative tracking values when
using 24 pt size Segoe UI Light:
• Universal value: -0.01 em
24 pt Segoe UI light headline with letter
spacing set to -0,01 em
18 pt Paragraph text with letter spacing set to 0. Some
more text to show how the paragraph text flows.
Extra space after headlines,
subheads and paragraphs should
preferibly be set to 0.5 em.
24 pt Segoe UI light headline with letter
spacing set to 0,03 em
Headlines should also have
space before them if they have a
paragraph before them. Extra space
before the headline should be set to
0.5 em.
18 pt Paragraph text with letter spacing set to 0,03
em. Some more text to show how the paragraph text
flows.
• Adobe Indesign: -10
• Microsoft Word and Microsoft
PowerPoint: Condensed 0.2 pt
(em = current font size)
Line spacing refers to the space
between lines of type. All type sizes
should use 1.2 em line spacing.
24 pt Segoe UI light headline*
18 pt Subhead with 0.5 em space after the paragraph
18 pt Paragraph text with 0.5 em after the paragraph.
Another 18 pt paragraph text with space after the text.
18 pt Segoe UI Regular headline*
14 pt Subhead with space 0.5 em after the paragraph
14 pt Paragraph text with 0.5 em space after the paragraph.
Another 12 pt paragraph text with space after the text.
14 pt Segoe UI Regular headline*
10 pt Subhead with 0.5 em space after the paragraph
24 pt Segoe UI light headline with letter spacing
set to -0,04 em
18 pt Paragraph text with letter spacing set to -0,04 em. Some
more text to show how the paragraph text flows.
10 pt Paragraph text with 0.5 em space after the paragraph.
Another 10 pt paragraph text with space after the text.
* Headline has 0.5 em space before and after (= equivalent of 50 % of the current font size).
Contact us
We’re here to help.
Idesco Oy
Teknologiantie 9
FIN-90590 Oulu, Finland
Communications Coordinator
Mari Kauppinen
+358 50 364 9111
(9 am - 5 pm CET)
[email protected]
Marketing Coordinator
Anthony Rice-Perttunen
+358 50 433 0041
(9 am - 5 pm CET)
[email protected]
If you have any brand questions or
suggestions, please feel free to call or
send us an email. If you create new
Idesco-branded communications on
behalf of Idesco, adherence to these
guidelines is required.