CONTENTS 1. LOGOTYPE 2. BRAND IDENTITY FINAL COMMENTS Concept 1.2. Structure & proportions Using the logotype

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1 BRAND GUIDELINES

2 CONTENTS 1. LOGOTYPE Concept Structure & proportions Using the logotype Versions Usability on different backgrounds Usability don ts BRAND IDENTITY Typography Color pallete FINAL COMMENTS BRAND GUIDELINES 18 20

3 1.1. CONCEPT Syno International is a data driven business specializing in information technology and data solutions, therefore the abstract shapes formed into a geometric arrows symbolize precise forward motion and constant improvement, while the custom designed lettering enchances the modern look of the company and relates to the idea of simplicity and clarity for better decision making. This is the main logo that should be used across all brand applications. It is essential that the logo is always applied with respect and care according to these brand guidelines. This logotype is used by UAB Syno International and its subsidiaries. BRAND GUIDELINES

4 1.2. STRUCTURE & PROPORTIONS The logo is considered a combination mark. It consists of a wordmark and a symbol. x 0.75x The wordmark SynoInt is custom version of simplified Greyscale Basic typeface and is positioned next to the symbol with distance of double x (the width of letter I ) as shown in the example. Meanwhile, the symbol consists of 2 vertically skewed and rotated rectangles maintaining in between distance of 0.75x. 0.75x 2x 2x BRAND GUIDELINES 7

5 1.3. USING THE LOGOTYPE The logo has been designed to ensure accurate reproduction and legibility across all communications, screen and print. Therefore, it is important to pay attention to clear space and minimum size stated. CLEAR SPACE It defines the minimum distance between the logo and other graphic elements. For maximum legibility and impact the clear space around the logo should be equal on all sides and at least the size of the upper skewed rectangle height. These clear space requirements and dimensions should also be applied to clear-space rectangles when using positive and negative logotypes. 10 mm or 40 px MINIMUM SIZE To preserve legibility, the smallest the logotype should be represented is 10mm high for print and at least 38 pixels in digital formats. BRAND GUIDELINES 9

6 1.4. VERSIONS Colored positive Colored negative The colored positive and negative are the primary logotype versions and are prefered to be used in all cases. When there is no possibility to use the colored logotypes, the other variations should be used e.g. grayscale positive or negative for grayscale print; black & white positive or negative for black & white print. Grayscale positive Grayscale negative Black & white positive Black & white negative BRAND GUIDELINES 11

7 1.5. USABILITY ON DIFFERENT BACKGROUNDS It is highly recommended to always use the primary colored versions of the logotype positive or negative. 2. When there is no possibility to use the logotype on white background, it can be used as a positive colored, grayscale or black & white version on a bright background If the background is dark contrasts enough with the logo or does not contain any patterns, negative version of the logotype can be used without clear-space rectangle. 4. If the background is dark, patterned barely contrasts with the positive logotype it is mandatory to use clear-space rectangle* (turn to page 9 for clear-space rectangle dimensions) to ensure the visibility of the logo. 3. PHOTO BACKGROUNDS 4. It is recommended to use the negative version of the logotype on the photo backgrounds. Avoid using images with many details. Photos with shallow depth-of-field work better. A darker transparent overlay on an image makes the logotype more visible. BRAND GUIDELINES 13

8 1.6. USABILITY DON TS A B These are the don ts you should avoid in order to maintain the integrity of the brand. Don t compromise the overall look of the logotype by skewing, rotating or distorting it in any way that includes adding unnecessary and unnattractive text decorations like dropshadows, outer glows, outlines and etc. Examples listed here show ways how you should NEVER ever consider using the logotype. C D A. Don t rotate the logotype. B. Don t squash or stretch. C. Don t add dropshadows or any other text styles. D. Don t resize any part. E. Don t rearrange parts or create new compositions. F. Don t use off-brand colors. G. Don t use logotype on dark or similar color backgrounds without the clear-space rectangle. H. Don t use logotype on patterned backgrounds without the clearspace rectangle. E G F H BRAND GUIDELINES 15

9 2. BRAND IDENTITY 2.1. TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces represents the modern, innovative and even the human-related feel of the brand and should be used across all print & web applications. Montserrat provided by Google Fonts should be used for titles and subtitles. With 18 weights, this family gives a great amount of flexibility in nearly any design and because of its free availability, it should be used in all communications. It can be downloaded here: Open Sans should be used in sentence case for the body copy. This font family is also available for free in Google fonts: Montserrat A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Open Sans Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BRAND GUIDELINES 17

10 2. BRAND IDENTITY 2.2. COLOR PALLETE Color is an integral part of brand identity. Consistent use of the color pallete not only enhances the coherence of the brand, but also serves a psychological purpose by communicating a certain felling to the audience. Curious blue is a color that inspires creativity, maintains safety and serenity. Deep blue refers to intelligence and symbolizes the loyalty, trust and stability of the company. Meanwhile, the combination of dark and light bluish gray is used as a sign of balance, neautrality and timelessness. CURIOUS BLUE CMYK: 72, 27, 0, 0 RGB: 52, 152, 219 Hex: #3498DB DEEP BLUE CMYK: 100, 100, 14, 3 RGB: 41, 46, 124 Hex: #292E7C DARK GREY CMYK: 71, 65, 64, 72 RGB: 35, 35, 35 Hex: # LIGHT GREY CMYK: 3, 2, 1, 0 RGB: 243, 243, 246 Hex: #f3f3f6 BRAND GUIDELINES 19

11 FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get in touch with us: These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks at its best across all applications. By using this brandbook you agree to follow the guidelines as well as all our rules and policies. Syno International reserves the right to cancel, modify, or change the permission in these guidelines at any time at its sole discretion. For further information about use of the Syno International name and trademarks, please contact BRAND GUIDELINES