Swish. Our brand and how you use it.

Transcription

1 Swish. Our brand and how you use it.

2 Introduction This document contains guidelines and requirements that are supposed to be used whenever you wish to display Swish and possibly together with your own brand. The guidelines specify how to place our logotype, how to use Swish in text, general design and brand treatment. The short version: Swish is a mobile payment service. A simple, fast and safe way of sending and receiving money. Table of content 1. Logotype 2. Our logotype with yours 3. Typography 4. Swish in text 5. Colors & Gradients 6. Examples The long version: Swish is a mobile payment solution for private individuals, companies, organisations and associations. Individuals can connect to Swish by linking their phone number to their bank account. By doing so, one is able to send and receive payments through Swish. Companies, organisations and associations connected to Swish receive a unique Swish number. Private users can use this number in order to send payments, which means that transactions are directly transferred to a corporate bank account at all times.? Got any questions? Send an to kontakt@getswish.se 2

3 Logotype 3

4 Logotype Introduction The Swish logotype is very dear to us and we are happy that you wish to use it in your communication. There are three versions of the logotype, which are meant to be used in different situations and designs. You should be able to handle any kind of scenario, physical media and format with these three versions combined. The forthcoming pages explains placements and scenarios in detail for every version of the logotype. List of logotypes: 1. Primary logotype 2. Secondary logotype 2. Secondary logotype 3. Logotype on colored background or image 1. Primary logotype 3. Logotype on colored background or image 4

5 Logotype Overview 1. Main logotype Our main logotype is to be used whenever possible according to the following guidelines Grayscale main logotype For use in black and white colorless applications only. 3. Inverted main logotype For use on dark solid backgrounds, where a white back is not an option. 4. Main logotype with tagline Don t use this version in too small sizes, as the tagline becomes unreadable Secondary logotype Used only in small horizontal formats where the main logotype s height makes it hard to place. 6. Grayscale secondary logotype Black and white version for use in colorless applications. 7. Inverted secondary logotype For use on dark solid backgrounds, where a white back is not an option. 8. Secondary logotype with tagline Don t use this version in too small sizes, as the tagline becomes unreadable Symbol as a app icon This version of the logotype should be used when there aren t enough space to use the other versions. As long as the app icon is in use, the Swish name must be applied as a headline or secondary message. 5

6 x x x x Logotype Primary logotype As long as there are no constraints, the primary logotype should be used at all times. This page illustrates the minimum space that we allow between the logotype and another object. It is accepted to use a bigger margin between the objects, if you wish to do so. x x Margin X = Two s This is the minimum space which should always be kept in mind. x x x x 6

7 Logotype Primary logotype This page presents the minimum, the preferred and the maximum allowed size of the primary logotype. These sizes have been specified in order for the logotype to go well together with complementary text. The logotype should also be subordinate to the text. If there is no text, the logotype should be layouted in a preferably large size and with a good amount of whitespace around the logotype. 70 px / 11,4 mm* 52 px / 15 mm* The minimum size is the only one which has specific dimensions. The other guidelines are in relation to the headline in the complementary text. 1. Minimal size 2. Preferred size List of sizes: 3. Maximum size 1. Minimum size 2. Preferred size 3. Maximum size The circle matches the headline height. Lorem The logotype is twice the height of the headline letter. Lorem x 2x * The sizes specified in pixels and millimetres are not proportional. They are each specified for digital and printed media. 7

8 Logotype Secondary logotype If your layout is in landscape format or if the area specified for the logotype has a low height in relation to the width, the secondary logotype is preferred. This page illustrates the minimum space that we allow between the logotype and another object. It is accepted to use a bigger margin between the objects, if you wish to do so. 8

9 Logotype Secondary logotype This page presents the minimum, the preferred and the maximum allowed size of the secondary logotype. These sizes have been specified in order for the logotype to go well with complementary text. The logotype should also be subordinate to the text. If there is no text, the logotype should be layouted in a preferably large size and with a good amount of whitespace around the logotype. The minimum size is the only one which has specific dimensions. The other guidelines are in relation to the headline in the complementary text. 130 px / 22 mm* 1. Minimal size 40 px / 7,3 mm* 2. Preferred size 1. Maximal size List of sizes: 1. Minimum size 2. Preferred size 3. Maximum size Preferred size 3/4 of headline hight Lorem 3/4 Lorem Maximum size 4/4 of headline hight 4/4 * The sizes specified in pixels and millimetres are not proportional. They are each specified for digital and printed media. 9

10 Logotype Our logotype placed on an colored background or image If you want to place our logotype on a colored background or an image, this version of the logotype must be used. It is just like our primary logotype, but placed on a white plaque in order to give it the right amount of space contrast. The plaque has been designed in order to maintain a sense of direction and dynamics around the logotype. Margin X = Two s This is the minimum space which should always be kept in mind. 10

11 Logotype Our logotype placed on an colored This page presents the minimum, the preferred and the maximum allowed size of the logotype placed on a colored background or image. These sizes have been specified in order for the logotype to go well together with complementary text. The logotype should also be subordinate to the text. If there is no text, the logotype should be layouted in a preferably large size and with a good amount of whitespace around the logotype. 69 px / ~12 mm* 80 px / 14 mm* The minimum size is the only one which has specific dimensions. The other guidelines are in relation to the headline in the complementary text. 1. Minimal size 2. Preferred size List of sizes: 3. Maximum size 1. Minimum size 2. Preferred size 3. Maximum size The circle matches the headline height. Lorem The logotype is twice the height of the headline letter. Lorem x 2x * The sizes specified in pixels and millimetres are not proportional. They are each specified for digital and printed media. 11

12 Our logotype with yours 12

13 Our logotype with yours Margins The following guidelines specify how to pair the Swish logotype together with yours. Make sure to follow these requirements in order for both logotypes to be displayed in the best way possible. 1. Vertical logotype If you wish to place both logotypes along a horizontal alignment, make sure to use the same margin between the two. The logotypes shouldbe separated at all times by a fine line that measures the same height as the logotypes. We also want to stress two things sensibility and mutual respect. The most important fact is that both logotypes look great together. Make sure that both logotypes gets the space and attention that they deserve. Företaget AB 2 Horizontal logotype 1. Vertical logotype Choose the primary Swish logotype if its design is similar to your logotype. Företaget AB Företaget AB 2. Horizontal logotype Choose the secondary Swish logotype if its design is similar to your logotype. 13

14 Our logotype with yours Pairings Make sure to follow these guidelines when placing logotypes next to ours: 1-2. Same height 1. Same height Make sure to always place the Swish logotype to the right of your logotype 2. Same height It is important that both logotypes have the same height. 3. On a background or image If you wish to place the Swish logotype and your logotype onto a colored background or an image, make sure to place both logotypes onto a white plate. This is done in order to maintain a clear and distinct appearance. 3. On a background or image 14

15 Our logotype with yours Do s & Don ts The following guidelines specifies how to and how not to place our logotype together with yours: 1-2. Placement and height. 1. Placement Make sure to always place the Swish logotype to the right of your logotype. If you wish to place the logotypes in a vertical order, the Swish logotype should be placed in the bottom. 2. Same height Make sure to always use the same height for both of the logotypes. 3. On a background or image If you wish to place the Swish logotype and your logotype onto a colored background or an image, make sure to place both logotypes onto a white plate. This is done in order to maintain a clear and distinct appearance. The white plate should match the logotype margins. 4. Exceptions Some exceptions can be made if they contribute to a more balanced appearance. If your logotype consists of a wordmark the height should be aligned with the Swish wordmark, rather than the height of the logotype. 3. On a background or image 4. Exceptions 15

16 Our logotype with yours Do s & Don ts The following guidelines specifies how to and how not to place our logotype together with yours: 1. Uneven height 1. Different heights Do no tuse different heights for the logotypes. 2. Different margins Do not use different margins towards the line. 3. Without the Swish wordmark Never use the Swish logotype without the wordmark. 4. Directly onto a background or image Do not place the Swish logotype together with your logotype directly onto a background or image. 2. Fel placering 3. Utan namn 4. Direkt mot färgad bakgrund eller fotografi 16

17 Typography

18 Typography Typography is an integral component of the Swish identity. It helps maintain a consistent look, and It provides us with an instantly recognisable voice. Our official typeface* Museo Sans Rounded has been selected because of its geometric and stylish, yet friendly approach. This enables us to deliver our message in a sought for manner. It s also availible for webfont licensing for use on the internet. Fallback A Calibri is our primary fallback because of its similarity to Museo Sans Round. Calibri is also widely avilable since it s a standard typeface in both Windows softwares and in the Microsoft Office Suite. Fallback B In the rare cases when our primary fallback isn t available we suggest you to use a sans serif typeface. A good reference point is to look for a slightly rounded and humanistic typeface. Museo Sans Rounded Our official typeface Calibri Fallback A Any sans serif Fallback B * Museo Sans Rounded is available from: 18

19 Typography Alignment Alignment plays an important part of how Swish is perceived. This page breaks down in detail when and how the different alignments may or may not be used within the Swish brand. 1. Left alignment This should always be used for physical media and communicative purposes. Together with the official typeface this alignment build up an easily recognizable and characteristic appearance. 2. Centred alignment This should be used for digital purposes, such as the app, the website and similar. 1. Left alignment 2. Centered alignment 3. Right alignment Headline Accupti demolu ise é tatiamus is sum quae es nonse isquos se etur serumen imolupt cai aest esti tem velentur amusa sit, niatibus, siti ut etur. Headline Accupti demolu ise é tatiamus is sum quae es nonse isquos se etur serumen imolupt cai aest esti tem velentur amusa sit, niatibus, siti ut etur. Headline Accupti demolu ise é tatiamus is sum quae es nonse isquos se etur serumen imolupt cai aest esti tem velentur amusa sit, niatibus, siti ut etur. Don ts 3. Right alignment This should never be used in any situation. Right alignment is hard to read and creates easily imbalances in layouts. 19

20 Typography Style As stated before, the Museo Sans Rounded font enables us to express ourselves in a balanced, personal and visually congenial way. The typographic example to the right gives a clear understanding of how we wish to use the Museo font for both our design and communication. t Headline Museo Sans Rounded 700 Leading: Same as text size Headline alt. Museo Sans Rounded 100 Leading: Same as text size Tracking: -15 Swish. Betala enklare. Subheading Museo Sans Rounded 300 LOREM IPSUM DOLOR SIT AMET Body copy Museo Sans Rounded 100 Leading: 1.4 x Text size Morbi quis nibh id massa tristique tempus. Sed egestas scelerisque neque at vulputate. Pellentesque iaculis luctus dolor ut gravida. Quisque condimentum, magna vitae aliquam semper, metus ipsum elementum nulla, vel semper quam enim vel sem. Pellentesque at est ac tellus porttitor pretium eleifend vitae magna. Vestibulum hendrerit Vestibulum sed nisl sit amet nulla imperdiet elementum sed vitae mi. Pellentesque at est ac tellus porttitor pretium eleifend vitae magna. Vestibulum hendrerit lectus et justo varius varius. 20

21 Swish in text 21

22 Swish in text Just as the logotype, Swish language is a tool that you and your company can use in your communication. And as for the logotype, there are some rules to follow. 1. Swish is called Swish and nothing else! We spell it with uppercase S and lowercase wish. Swish. Cause it can t look like this: Swiiiiish, Sssssswish, swish, Sw1sh or SwiSH. 2. We always write Swish, even when it s in genitive case. Swish guidelines. And not like this, as you might think: Swishs riktlinjer or Swish s riktlinjer.? Seems like a lot to keep in mind? The sentences below are perfectly fine to use just as they are! Would you like to pay with Swish? Swish to (your Swish number). Pay with Swish at (your company s name)! Swish for (product name)! Our Swish number is (your Swish number). Swisha betalningen till (ditt Swish-nummer). Swish your payment to (your Swish number). You can now pay with Swish at (your company s name)! 3. To swish is a written as a typical verb, with uppercase and lowercase letters depending on where in the sentence it s written and with the regular conjugation. Swisha, swishade, swishat. Other phrasings or conjugations are not needed, like for example: Swishing. 4. Don t write Swish right before or after your company s name, make sure to always add at least one word in between. Swish now available at Bosse s Dry Cleaner. Bosse s Dry Cleaner now offers Swish. And not: Swish Bosse s Dry Cleaner now available. Now you can download Bosse s Dry Cleaner Swish. 5. Don t add anything to the name Swish should just be called Swish! Swish. And nothin like: Swish on the road, Swish-packer or Swish Bosse s Dry Cleaner version. 22

23 Colors & Gradients 23

24 Colors. The official palette of Swish is made up by the colors to the right. All of these have the same specified relation to one and another. Together they cover the whole spectrum, which the centre of the Swish identity. Our primary color is white, shown underneath the palette. It is known for its subtleness and harmony, which are expressions we always strive for. White can be expressed in more ways than through color. We always seek out for simplicity and large amounts of space in all of our designs. This is done in order to always appear as a clear and trustworthy brand. Red Cyan: 0% Magenta: 90% Yellow: 100% RGB: 239,65,35 Yellow Cyan: 0% Magenta: 15% Yellow: 100% RGB: 255,212,0 Green Cyan:100% Magenta: 0% Yellow: 100% RGB: 0,166,81 Turquoise Cyan: 70% Magenta: 0% Yellow: 10% RGB: 0,191,223 Blue Cyan: 100% Magenta: 85% Yellow: 0% RGB: 23,71,158 Purple Cyan: 30% Magenta: 95% Yellow: 0% RGB: 180,48,146 We never use black. Instead we use two types of grey in our design. A dark grey is used for text in order to create a softer and more inviting appearance. A light grey is also used to enhance shapes, segments and similar elements in a subtle way. White Cyan: 0% Magenta: 0% Yellow: 0% RGB: 255,255,255 Dark grey Cyan: 0% Magenta: 0% Yellow: 0% Black: 85% RGB: 77,77,79 Light grey Cyan: 0% Magenta: 0% Yellow: 0% Black: 40% RGB: 167,169,172 24

25 Gradients Appearance Using gradients in favour of solid colors is something that will add energy and a sense of motion. How to create these gradients from the colors previously specified, is what we are about to cover on the following pages. 45 Purple Cyan: 30% Magenta: 95% Yellow: 0% RGB: 180,48, Red Cyan: 0% Magenta: 90% Yellow: 100% RGB: 239,65,35 The four gradient above to the right are gradients with a two set of colors, while the bottom two are gradients with a three set of colors. All of the colors used for these gradients base on the color palette shown in the previous page. Blue Cyan: 100% Magenta: 85% Yellow: 0% RGB: 23,71,158 Purple Cyan: 30% Magenta: 95% Yellow: 0% RGB: 180,48,146 As long as we stick to these gradients we strengthen the brand identity and it s important that we build from these in all of our design and communication. Turquoise Cyan: 70% Magenta: 0% Yellow: 10% RGB: 0,191,223 Yellow Cyan: 0% Magenta: 15% Yellow: 100% RGB: 255,212, Green Cyan:100% Magenta: 0% Yellow: 100% RGB: 0,166,81 Green Cyan:100% Magenta: 0% Yellow: 100% RGB: 0,166,81 Turqoise Cyan: 70% Magenta: 0% Yellow: 10% RGB: 0,191,223 Green Cyan: 100% Magenta: 0% Yellow: 100% RGB: 0,166,81 Red Cyan: 0% Magenta: 90% Yellow: 100% RGB: 239,65,35 Yellow Cyan: 0% Magenta: 15% Yellow: 100% RGB: 255,212, Blue Cyan: 100% Magenta: 85% Yellow: 0% RGB: 23,71,158 Purple Cyan: 30% Magenta: 95% Yellow: 0% RGB: 180,48,146 25

26 Gradients How to design a Swish gradient We use linear, diagonal gradients, with the angel set to 45 degrees and the location of the color midpoint should be 50%. A screenshot of the gradient palette in Adobe Illustrator CS5 with the correct settings is shown to the right. 26

27 Gradients Don ts Don ts Straight direction It is not allowed to place a gradient in a horizontal nor vertical direction. 2. Top left to bottom right angle This angle is not allowed and neither is the mirrored version. 3. Transperancy Adding any opacity or a see-through effect is not allowed. 4. Darkening the gradient Any version where the gradient colors have been altered is not allowed Using other colors We will never allow our gradient to contain any color outside off our color palette. 6. Altered transitions it is not allowed to make up your own gradient transitions based on the Swish color palette, 27

28 Examples 28

29 Examples Web In order to do both your content and our brand justice we have specified the layout that we wish to be used when communicating our brand and our services on the web. We understand that these examples don t cover every single scenario that might exist. We allow exceptions as long as the text and image harmonizes with each other Do s 1. Talk about Swish and use our images Please place our images above the text and use maximum page width Talk about Swish and use our logotype Please place the logotype to the right of the text. Make sure to keep our guidelines for space and margins in mind. 3. Describe how the app works Please place the mobile app image to the right of the text. 4. Talk about Swish and use your own image If if your image is in a standing format, please place it to the right of the text Don ts 5. Talk about Swish and use our secondary logotype Please use the primary logotype only. 29

30 Examples Web This page covers do s and don ts regarding placement of the Swish logotype for web Do s 1. Using the logotype version with a white mark for colored and toned backgrounds. 2. Use our primare logotype for white bakgrounds. Don ts 3. Placing your logotype with ours without clearly dividing them. 4. Placing our primary logotype onto colored and toned backgrounds

31 Examples Print This page covers in what ways we allow Swish to be placed on printed brand materials that a merchant or bussines person has produced themselves. Do s 1. Place our brand in a footer It is highly important that the print clearly states your brand as the messenger and that Swish is only an accepted payment method. 2. Use our primare logotype as a primary element We allow for our brand material to be the primary or dominating element on prints, as long as your brand is clearly divided in a footer. Don t 3. Do not place your logotype together with ours This type of design indicates a brand collaboration. 1. Placing our logotype in a footer. 3. Placing the logotypes so that the print appears as a collaboration. 5. Placing our brand material according to your own liking. 4. Do not place our logotype inside splashes or any kind of energetic element We want our brand to be associated with calm, balance and trust. 5. Do not use several of our brand materials as a collage or in a design you ve made yourself 6. Do not place your own design inside our logotype or on top of it Our logotype should never be altered and deserves space. 2. Using Swish as a main element and placing your brand in a footer. 4. Placing our logotype in a splash. 6. Placing your brand inside or on top of ours. 31

32 Examples Print Using our brand comes with great responsibility. Swish should always be handled with a high level of treatment. This is done in order for us to be seen and exposed in a desired manner. Do s 1. Visability Print and place our brand so that it is clearly visible. The print should preferably have a subtle character, rather than a exaggerated one. Don ts 2. Do not walk on our logotype We did not design our logotype to be walked on. Please keep it away from floors and similar surfaces. 1. Visability 2. Don t walk on our brand 3. Don t place our brand on disposables 3. Do not place our logotype on disposable items We did not design our logotype to be crumbled and tossed in a trash can. 32

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