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Brand Guidelines

B R A N D G U I D E L I N E S

Contents 1. Logo1.1. Clear Space

1.2. Logo Variations

1.3. Minimum Size

2. Brand Elements2.1. Tagline

2.2. Message and Separator

2.3. Frame

3. Colors

4. Typography4.1. Alternate Typefaces

5. Imagery5.1. Illustration

5.2. Dos and Don’ts

6. Icon6.1. Product Icons

B R A N D G U I D E L I N E S L O G O

1. LogoThe Chrome River logo is versatile for use in all web, screen, and print materials.

B R A N D G U I D E L I N E S L O G O C L E A R S P A C E

1.1. Logo Clear SpaceClear space is the area surrounding the logo that must be kept free of any text or graphic elements. By leaving ample space around the logo, we make sure it stands out on all of our communications.

Clear space is measured by the height and width of the letter ‘O’ in our logo.

B R A N D G U I D E L I N E S L O G O V A R I A T I O N S

Reversed Logo

1.2. Logo VariationsFor complete versatility, the logo can also be reproduced in reversed and one color formats.

Use the reversed format when the background is a solid color, dark enough to support the logo rendered in River Blue color. When paired with the River Blue colored background, the on-blue logo makes a bold statement - use it when it is the dominant graphic element on a particular layout.

The one color version should only be used in mediums with limited color support.

On Blue

One Color

B R A N D G U I D E L I N E S M I N I M U M S I Z E

1" or 100 px

1.5" or 150 px

1.3. Minimum SizeThe master logo should never be less than 1” in print and less than 100 pixels in digital applications.

When used together with the tagline, those minimum dimensions become 1.5” and 150 pixels.

B R A N D G U I D E L I N E S B R A N D E L E M E N T S

2. Brand ElementsOur brand employs a number of di�erent graphic elements to support our logo and expression. Just like our logo, these elements should always be used in a consistent manner.

B R A N D G U I D E L I N E S T A G L I N E

2.1. TaglineWhen displayed together with the logo, the tagline is the only element that can pe positioned inside the logo’s clear space.

Always maintain the size relationship and positioning of the tagline relative to the logo.

The tagline can also be used as a stand-alone element. Always use it as a graphic and don’t try to replicate it using plain text.

B R A N D G U I D E L I N E S M E S S A G E A N D S E P A R A T O R

2.2. Message and SeparatorOur main message is typically presented along with our wavy line separator and tagline. Make sure to maintain the size relationship and positioning of these elements relative to one another.

The main message is set in Neo Sans Bold.

The separator can also be used as a stand-alone element. It creates separation between di�erent content sections. Do not revert, rotate, extend, or otherwise modify the separator.

B R A N D G U I D E L I N E S F R A M E

2.3. FrameThe incomplete frame is a visual mechanism for adding visual focus to our messaging. It is used in a question-answer format and its presentation and break points should be consistent throughout all of our materials. The cut at the bottom can be used to position a call to action.

The question is set in Neo Sans Bold.

The answer is set in Myriad Regular, uppercase.

B R A N D G U I D E L I N E S C O L O R S

3. ColorsRiver Blue is our main color. It de�nes the brand. It should be complemented by O� White. Together, these should account for 50% or more of the entire visuals.

Aqua, Earth, and Indigo are complementary accent colors. Their use should be limited. Red Accent is the most visible accent color and should be used sporadically - maximum one instance per layout.

O� Black should be used primarily for headings and text.

All colors can be used with various degrees of transparency. O� White can be darkened slightly in applications where contrast reproduction can be an issue.

River BluePantone: 279 CCMYK: 100-10-0-10RGB: 0-144-207HEX: #0090CF

Off WhitePantone: 7541 CCMYK: 2-0-1-4RGB: 242-246-243HEX: #F2F6F3

AquaPantone: 7472 CCMYK: 90-5-45-0RGB: 75-166-158HEX: #4BA69E

EarthPantone: 556 CCMYK: 64-15-55-0RGB: 124-166-135HEX: #7CA687

IndigoPantone: 7685 CCMYK: 100-70-20-5RGB: 49-87-140HEX: #31578C

Off BlackPantone: 426 CCMYK: 79-64-60-63RGB: 41-48-51HEX: #293033

AccentPantone: 7607 CCMYK: 3-76-72-0RGB: 204-102-82HEX: #CC6652

B R A N D G U I D E L I N E S T Y P O G R A P H Y

4. TypographyThe primary typeface is NeoSans.It is an ultra modern sans-serif, while still versatile and functional. It can be used in all web, screen, and print communications, in a multitude of di�erent sizes. However, it works best in limited quantities so use it mainly for headings.

The complementary typeface is Myriad.It should be used for body text and small headings.

Both typefaces can be used in Light, Regular, Medium, Bold, and Black weights.

NeoSans

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!#$&@*) 0123456789AaMyriad

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa

B R A N D G U I D E L I N E S A L T E R N A T E T Y P E F A C E S

4.1. Alternate TypefacesIn situations where the brand typefaces are not available, they can substituted with Arial (Helvetica). Arial / Helvetica

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa

B R A N D G U I D E L I N E S I M A G E R Y

5. ImageryImagery plays a powerful role in all brands. It is the �rst thing people focus on.

The key word here is 'genuine'. Photos that feel real tend to connect better with the audience as opposed to cliche stock concepts. The scenes presented should be ones that the audience might encounter in their everyday lives. We want real people and real life situations, not immaculate skin, blinding white teeth, and smiles for no reason.

Inanimate objects can be used as well but the same principles apply - the more real the scene feels, the better. Details of an object can usually tell a more intimate story too, than a wider shot.

Heavy post-processing e�ects are also to be avoided.

B R A N D G U I D E L I N E S I L L U S T R A T I O N

5.1. IllustrationOur design style is �at with only a few strategically placed shadows for added visual focus. Our illustrations should have a similar style. In other words, no heavy gradients, no 3D graphics, no over-use of drop shadows. We're looking for clean lines and generous areas of solid colors.

It helps if the color palette is similar to our own but that's not necessarily a requirement.

B R A N D G U I D E L I N E S D O S A N D D O N ' T S

5.2. Dos and Don'ts - Business

Do Don’t

B R A N D G U I D E L I N E S D O S A N D D O N ' T S

5.2. Dos and Don'ts - Technology

Do Don’t

B R A N D G U I D E L I N E S D O S A N D D O N ' T S

5.2. Dos and Don'ts - Travel

Do Don’t

B R A N D G U I D E L I N E S I C O N

6. IconThe ‘CR’ particle can be used as an icon representing Chrome River, its website or app.

Whenever possible it should be used with a blue background. A blue & black transparent version is also provided for situations that require it.

Chrome River Chrome River

B R A N D G U I D E L I N E S P R O D U C T I C O N S

6.1. Product IconsEach of our products has an associated icon and color. The icons should remain consistent in all product representations. They can be placed against a colored background or they can stand alone.

The color coding is optional but should be used whenever the icons or their backgrounds are represented in color.

The suggested type treatment for our product names should also remain consistent whenever possible.