BRAND IDENTITY
GUIDELINE
THE GOAL OF THIS DOCUMENT IS TO DEFINE GUIDELINES FOR THE USE OF HUMAN ON WHEELS’S VISUAL IDENTITY WHEN DESIGNING APPLICATIONS FOR THE BRAND. THROUGHOUT ALL MEDIA—PUBLICATIONS, WEBSITES, MOBILE APPS, ADVERTISING, SIGNAGE, PRODUCTS, LETTERHEAD, OR BUSINESS CARDS—LAYOUT, COLOR AND TYPOGRAPHY SHOULD BE ORCHESTRATED TO IMPART A UNIFIED “SIGNATURE”.
LOGO
LOGO
LOGO Horizontal Look-Up
LOGO Vertical Look-Up
DON'T OUTLINE THE LOGO
DON'T STRETCH THE LOGO
DON'T ADD A SHADOW
DON'T CHANGE THE COLOR
OUTSIDE COLOR PALLETE
DON'T FLIP THE LOGO
DON'T ADD A GRADIENT ON THE LOGO
DON'T ADD A PHOTO ON THE LOGO
DON'T ADD A TEXTURE ON THE LOGO
COLOR PALLETES
HEX F32735
RGB 243, 39, 53
CMYK 0, 96, 83, 0
PMS 1788 C
Signature RED
GREEN
HEX 1A3C34
RGB 26, 60, 52
CMYK 84, 52, 70, 55
PMS 560 C
Light
GREEN
HEX 00AC69
RGB 67—0—172
CMYK 100—0—82—0
PMS 3405 C
HEX A6E5D9
RGB 165, 229, 217
CMYK 33, 0, 19, 0
PMS 331 C
Mint
GREEN
HEX FF5F00
RGB 255—95—0
CMYK 0—77—100—0
PMS Bright Orange C
ORANGE
PURPLE
HEX 3F2B56
RGB 63, 43, 86
CMYK 83, 91, 37, 31
PMS 669 C
Light
PURPLE
HEX 9164CC
RGB 145, 100, 204
CMYK 53, 68, 0, 0
PMS 265 C
HEX 2B5597
RGB 43, 85, 151
CMYK 92, 73, 11, 1
PMS 7685 C
BLUE
HEX 00A6CE
RGB 0, 166, 206
CMYK 96, 6, 15, 0
PMS 312 C
Light
BLUE
YELLOW
HEX FFCD00
RGB 255, 205, 0
CMYK 0, 18, 100, 0
PMS 116 C
Light
YELLOW
HEX F0EC73
RGB 240, 236, 115
CMYK 9, 0, 68, 0
PMS 393 C
BLACK
WHITE
HEADLINE 1
FUTURA STD
EXTRABOLD CONDENSED
EXTRA BOLD
HEADLINE 2
EDITORIAL NEW
Regular
Medium
Bold
Ultrabold
SUB HEADLINE—BODYTEXT
HELVETICA NEUE
Regular
Heavy
Black
YOUTUBE THUMBNAIL
OVERALL GUIDE:
COV MAX 2 LINES
ITALIC MAY BE USED AS AN ACCENT ON ANY
WORDS OTHER THAN SUBJECT AND VERB.
SOCIAL
CAR
ROLLERSKATE
ADVENTURE
MOTORBIKE
INTERVIEW
INNOVATION
BIKE
SAFARI RASA
MOMENT
SKATEBOARD
EPISODE
EDITORIAL NEW — ITALIC
SIZE: 37 PT
KERNING: OPTICAL
CONTENT PILLAR|
FUTURA — EXTRA BOLD CONDENSED
SIZE: 40 PT
KERNING: OPTICAL
TITLE
FUTURA — EXTRA BOLD CONDENSED
SIZE: 80 PT
EDITORIAL NEW — ITALIC
SIZE: 75 PT
LEADING: 80 PT
KERNING: OPTICAL
IN SOME CASES, YOU CAN ADD A GRADIENT BEHIND TEXT TO ENHANCE IT FROM THE PHOTO.
OPACITY: 50%
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