Styleguide UPDATED APRIL 2014
Table of content Primary logo Clear space Logo variations Incorrect use Color scheme Corporate font Mascot 3 4 5 6 7 8 9 CONFIDENTIAL - PAGE 2
Primary logo The Smappee logo is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper approved forms.
Clear space 0.1x x 0.1x 0.1x 0.1x The clear space requirement is designed to maintain the integrity of the logo. No graphic elements, including patterns, photos or colors (other than approved) can be used in this area.
Logo variations The primary logo must be used on white backgrounds only. White alternative is allowed on corporate green and lightened dark olive* (20% > 80%). Reversed alternative is allowed on dark olive (81% > 100%) and black backgrounds.
Incorrect use 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. Don’t remove the mascot Don’t move the mascot Don’t apply any effects Don’t rotate the logo 5. 6. 7. 8.
Color scheme Corporate ‘Dark Olive’ (print + digital use) PANTONE 5535C • C81 M56 Y70 K65 • R21 G36 B31 Brightness alternatives are permitted (10%, 20%, 30%… 90%) Corporate ‘Granny Smith’ (print + digital use) PANTONE 376C/382U • C49 M0 Y100 K0 • R153 G192 B49 • #99C031 Corporate Blue (digital use only, to emphasize particular messages) R43 G112 B143 • # 2B708F These light and dark alternatives can be used exceptionally: #4FAFCE and #19506F Corporate Red (digital use only, to emphasize particular mess
Corporate font DINPro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DINPro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 As with our logo, consistent use of our corporate font reinforces the Smappee brand identity.
Mascot The mascot can be animated to give feedback to the user on website or application. It can also decorate occasionally some documents. Its color is corporate green by default, but it can become red to support an error message or an alert.
Icons To be consistent with its friendly mascot and brand mood, Smappee designs also rely on the use of a charming and inviting set of custom icons, based on SS Pika by Dutch Icon studio.
