Amazee Labs Brand Style Guide
IMPACT
FIRST.
April 2023
Logo
Basic Logo
The basic logo is made of the Lexend Giga typeface but optimised for a better harmony.
Use the basic logo whenever readability of the logo is cruicial, or when viewer do not know Amazee Labs or the context is missing.
Color: Use one of our main colors.
Living Logo
The living logo is our main logo. It is based on the Basic Logo, but 3 letters are replaced by one of our brand shapes (e.g. the triangle for the letter A). This way, we can achieve multiple variants of the logo, and choose a new version every time we place the logo in the design.
Multi-Color: While all standard letters remain black or white, the three shapes will each be turquoise, purple and yellow. Always use all three colors.
Monochrome: Use one of our main colors for all letters and shapes. If the logo should be black or white, preferably use the multi-color version.
Alternative Logos
If the logo needs to work in small or narrow spaces, you can use alternative versions.
The icon versions with three brand shapes should only be used when the company name is in context (e.g. social media profiles).
Colors
AL Turquoise
AL Yellow
AL Purple
AL Black
AL Grey
AL Light Grey
Color usage
The three main colors are to be combined as a set of two in a motif. Good combinations are:
Purple/Turquoise
Yellow/Turquoise
Purple/Yellow
A combination of all three colors can be used, if one color is only used for subtle typography.
Using only one of the main colors is only possible in combination with images.
On top of the main colors used, elements can still be Grey or Black.
Typography
For display and headline purposes:
For copy text and small text:
Lexend Giga Medium
Note: Capital headline writing is reserved for logo and claim.
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
1234567890
., – § € % & / ( ) = ? !
Lexend Regular
Lexend Medium
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
1234567890
., – § € % & / ( ) = ? !
Web Typography Specs
Dektop Sizes:
Tagline: Lexend Giga Medium, 5.61rem/112.2px, LH 138
H1 Big: Lexend Giga Medium, 4.209rem/84.17px, LH 100
H1: H1 Lexend Giga Medium, 3.157rem/63.15px, LH 80
H2: H2 Lexend Giga Medium, 1.777rem/35.54px, LH 48
H3/Quote: Lexend Giga Medium, 1.333rem/26.66px, LH 38
H4/Teaser: Lexend Giga Medium 1rem/20px, LH 30
Paragraph Baseline: Lexend Regular 1rem/20px, LH 38
Small Text: Lexend Regular 0.563rem/11.26px, LH 20
Mobile Sizes:
Tagline: Lexend Giga Medium, 3.157rem/50.52px, LH 62
H1 Big: Lexend Giga Medium, 2.369rem/37.90px, LH 50
H1: H1 Lexend Giga Medium, 1.777rem/28.43px, LH 38
H2: H2 Lexend Giga Medium, 1.333rem/21.3px, LH 32
H3/Quote: Lexend Giga Medium, 18px, LH 28
H4/Teaser: Lexend Giga Medium 16px, LH 24
Paragraph Baseline: Lexend Regular 1rem/16px, LH 28
Small Text: Lexend Regular 0.563rem/9px, LH 14
Brand Shapes
Triangles
Efficiency, Truth, Pragmatism, Relevance & Professionalism
Organic Shapes
Team spirit, Passion, Open-mindedness & Creativity
Rectangles
Professionalism, Innovation, Enduring values & Trust
The entire construction kit can be rotated, scaled, filled, positive, negative, used as an outline and filled with color (try to only use 2 of the main colors at one time) or images.
Never combine more than two shapes in one artwork.
Images
Note: The final concept for images is still to be defined as we go.
Photographically sophisticated mood images, eye-catching combinations of motifs from nature, technology and urban space, or even situations with a certain wink of the eye.
A good & free source is unsplash.com
#urban #swiss #nature #animals #team #challenge #solution
Examples: Slides
We use Google Slides for Presentations.
You can find the main template here:
Examples: Documents
We use Google Docs for letters, contracts, offers and other documents.
Examples: Blog/Social Artwork
Example: Editorial
Contact
Thomas Schröpfer
thomas.schroepfer@amazeelabs.com
Belinda Ollewagen
belinda.ollewagen@amazeelabs.com
Amazee Labs AG © 2024