Your guide to brand essentials
Hecoll | Brandbook Essentials Index 02
Proposal title goes here | Section title goes here 1 STORY | 4 - 9 1) Who we are 2) Core values 6 ILLUSTRATIONS | 36 - 39 Brand illustration and guidelines 3) Persona 4) USP 2 IDENTITY | 10 - 21 7 ICONS | 40 - 43 1) General Usage 2) Distinct Style 1) Logo Story 2) Margins & Spacing 3) Glyphs & Wordmarks 4) Background color 5) Our Symbol & Usage 6) Placement 7) Co-Branding 8) Do’s and Dont’s 3 VOICE | 22 - 27 8 IMAGERY | 44 - 45 Imagery Language 1) Tone of Voice 2) Tagline Story 3) Tagline Usage 4) Placement & Ratio 4 Color | 28 - 31 9 Photography | 46 - 47 Primary & Secondary Photography Language 5 FONTS | 32 - 35 10 OUTDOOR | 48 - 51 Primary & Secondary 1) Outdoor media 2) Do’s & Dont’s & signage 03
title goes here | Section title goes here Story 04 05
Proposal title goes here | Section title goes here 05
Hecoll | Brandbook Essentials Who we are HECOLL is a conscious brand which believes that the only way to live right is to ‘Live Aloud’. It offers products made from an advanced eco-friendly fabric infused with state-of the art technologies that protect us from pollutants, harmful UVs and viruses and bacteria upon contact providing an access to true liberty from mental and physical safety apprehensions. 06
Hecoll | Brandbook Essentials Core values • Mental and physical wellness • Empowerment of women workforce • Environmental wellness – We love the world around a little extra 07
Hecoll | Brandbook Essentials Persona HECOLL is your best friend to rely upon. Its aura is weaved with threads of safety and protection. It is a bold and ambitious brand which is on its pursuit to deliver safety from all “unavoidable” hazards. It is a personal commando who comes to your rescue instantly with its fabric embedded with lifesaving technology and core values. HECOLL’s soul has a sole purpose - ’To Protect You’. Period. 08
Hecoll | Brandbook Essentials USP Challenge: “Unavoidable” hazards – from air pollutants, viruses, bacteria, to the sun’s harmful UV rays - exposure to which results in cancer, cardiovascular and respiratory diseases, and can even cause death. Solution: HECOLL offers products made from a revolutionary new fabric infused with state-of the art technologies that protect you from 95% pollutants, block out 99% of harmful UVs and kill viruses and bacteria upon contact. We are the only company in the world offering a dynamic, 3-in-1 solution to the problems of contagion, air pollution and UV radiation, with tremendous potential for global application. Result: Safer world with sustainable environment and reduced anxiety and economic burden 09
tHitelceogllo|esBhraenrdeb|oSoekcEtisosnentittialelsgoes here Identity 10
tHitelceogllo|esBhraenrdeb|oSoekcEtisosnentittialelsgoes here 11
Hecoll | Brandbook Essentials Logo Story 12 The brand name HECOLL is an abbreviation to Health Cover for All. It is your arsenal to keep the harm at distance. The logo distinguishes itself with 2 special characters – a closed bracket in Live Purple, a curve representing women empowerment and a greater than symbol in Live Green, representing smart sustainable technology. The space that is built with their amalgamation forms a leaf-like structure representing safety and protection. Therefore, when the curve and the great than symbol are put together with their respective colours, they stand out together as a symbol of safety. The co-existence of wellness, care, and protection along with the usage of advanced technology makes Hecoll stand out. The identification of the logo is equally smarter as anybody can type the logo (> on their keyboard. The logo aims at building a space in the heart of its customer with its simplicity and unique combination of special characters.
Hecoll | Brandbook Essentials Margins & Spacing 4 BAR Logo Ratio 58:11 of Vertical space 58 Parts Custom unit of space measurement “BAR” Ratio - 5.3 : 3 Standard spacing Extended for element placement 13 11 Parts Any External design 8 BAR element space of Horizontal space
Hecoll | Brandbook Essentials Glyph & Wordmark The Hecoll logo is a universal signature we use across all our communications. We want it to be instantly recognizable, so consistency is important—please don’t edit, change, distort, recolor, or reconfigure it. Our logo includes both the glyph and wordmark. In some cases, the glyph may be shown by itself. Never display the wordmark without the glyph. Please be sure each element is spaced correctly. 14
Hecoll | Brandbook Essentials Background color The above logo should only be used on white background The above logo should only be used on black background Exceptional case: Monotone logo Exceptional case: The above logo can be used on any background Please use our two-color glyph and wordmark as a combination mark all the time. The background colour of our logo should be in white and black combination most of the times. In few cases, background could be in a different colour with monotone logo. 15
Hecoll | Brandbook Essentials Our Symbol Please use our symbol as above only. Only In special cases: • Distance between the two brackets can be increased. • Our symbol can be used as the above shape too! 16
Hecoll | Brandbook Essentials Symbol usage on shape 17
Hecoll | Brandbook Essentials Placement If you’re creating a composition, please put the Hecoll logo or glyph in one of the four corner areas, or center it on the page. Wordmark Glyph | Symbol wordmark 18
Hecoll | Brandbook Essentials Co-Branding Any External entity or organisation Logo with 8 BARS of space and divider The divider is an expansion of our symbol. Standard style 1 Emphasis style 2 19
Hecoll | Brandbook Essentials Do’s DO use the symbol in vertical orientation only DO use symbol in monotone shades of black/white DO use appropriate ratios DO place monotone logo on any color or image DO place other graphics with logo lockup, DO edit the spacing between 2 brackets only in maintaining appropriate spacing exceptional cases 20
Hecoll | Brandbook Essentials Dont’s DO not rotate or deconstruct the symbol DO NOT stretch or expand DO NOT place colored symbol on any color or image Do not use wrong colors DO NOT change the placement of the DO NOT modify logo any any way logo lockup 21
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here Voice 220
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here 231
Hecoll | Brandbook Essentials Tone 24 of voice HECOLL is an intuitive yet practical brand which takes pride in its ambition to save the world from environmental hazards. The core values this brand has, envelope it into a brand which truly cares about health, environment and progress. In addition that, the advanced technology incorporated in its product is a paragon of what being ahead of the time means – all of it while still being accessible. HECOLL personifies a unique blend of courage and compassion to fight against economic burdens which are a result of these hazards.
Hecoll | Brandbook Essentials Tagline story The tagline accompanying the logo is ‘Live Aloud.’ communicating the entirety of the brand’s objective. To ‘Live Aloud’ is to live without constraints. It is to live without letting any apprehensions in regard to mental and physical health which restrict you from living your best life. The full stop following the phrase stands for focus and determination to be the one-stop solution for safety needs. Bold and safe living is that easy with HECOLL. 25
Hecoll | Brandbook Essentials Tagline usage 26
Hecoll | Brandbook Essentials Placement & ratio Appropriate spacing should be there between the logo and tagline. 27
Hecoll | Brandbook Essentials Colour 28
Hecoll | Brandbook Essentials 29
Hecoll | Brandbook Essentials Primary Colors Live RGB | 172,56,175 Live RGB | 255,255,255 Live RGB | 0,0,0 Purple C : 41 M : 87 White C:0M:0 Black C : 74.97 M : 67.92 (Web) Y:0K:0 Y:0K:0 Y : 67.05 K : 90.15 Live #AC38AF #FFFFFF #000000 Green (Web) RGB | 13,176,74 RGB | 172, 56, 175 RGB | 138, 41, 138 RGB | 128, 194, 66 RGB | 13, 176, 74 Live C : 80 M : 1 C : 41 M : 87 C : 55 M : 99 C : 55 M : 0 C : 80 M : 1 Purple Y : 100 K : 0 Y:0K:0 Y:5K:0 Y : 100 K : 0 Y : 100 K : 0 (Print) #0DB04A #AC38AF #8A298A #80C242 #0DB04A Live Green RGB | 188,68,153 The above gradients are a color ramp between the two consecutive (Print) C : 26 M : 88 colors above them Y:0K:0 #BC4499 RGB | 23,170,75 C : 81 M : 4 Y : 100 K : 0 #17AA4B 30
Hecoll | Brandbook Essentials Secondary Colors Live RGB | 196,112,171 RGB | 243,173,206 RGB | 236,226,241 Purple C : 21.49 M : 67.28 C : 0.92 M : 39.84 C : 5.37 M : 10.71 Live Y : 1.3 K : 0 Y:0K:0 Y:0K:0 Green #C470AB #F3ADCE #ECE2F1 RGB | 156,202,157 RGB | 218,224,112 RGB | 222,233,223 C : 40.88 M : 3.8 C : 17.01 M : 1.52 C : 12.35 M : 2.54 Y : 47.67 K : 0 Y : 70.26 K : 0 Y : 12.53 K : 0 #9CCA9D #DAE070 #DEE9DF The above 2 colors can also be used as Neon shades wherever applicable 31
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here Fonts 2320
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here 2331
Hecoll | Brandbook Essentials Primary Font For web or print use Helvetica abcdefghijklmnopqrstuvwxyz 1234567890!@#$% 34
Hecoll | Brandbook Essentials For web or print use Secondary Font For PPTs or web use Univers LT Std abcdefghijklmnopqrstuvwxyz 1234567890!@#$% abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Tahoma abcdefghijklmnopqrstuvwxyz 1234567890!@#$% abcdefghijklmnopqrstuvwxyz 1234567890!@#$% 35
tHitelceogllo|esBrhaenrdeb|oSoekcEtisosnentittilaelsgoes here Illustrations 36
tHitelceogllo|esBrhaenrdeb|oSoekcEtisosnentittilaelsgoes here 37
Hecoll | Brandbook Essentials Brand 38 illustration Our core brand illustration is a depiction of dominant green, showing ecofriendly values and dominant purple reflecting women empowerment. The smiling faces are a subtle indication of good mental health. The overall illustration with elements like trees, leaves, sky and fields gives a soothing impression to the viewer. How to use: While creating an illustration one should keep in mind that the our company’s core colors should be dominant. External color pallet if used should not exceed 20-30 percentage of the overall artwork.
Hecoll | Brandbook Essentials 39
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here Icons 240
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here 241
Hecoll | Brandbook Essentials General usage • Use a combination of fill and line icon styles. • Primary focal element should be filled and the outcast should be in line art • Only a single color should be used to highlight the focal point. The dotted lines indicate the margins and placment of the icon and are not part of the icon 42
Hecoll | Brandbook Essentials Dinstinct Style Neon Icon effects are to be used in special case scenarios where background is dark and the icons are the sole center of value in the above mentioned graphic. The dotted lines indicate the margins and placment of the icon and are not part of the icon 43
Hecoll | Brandbook Essentials Imagery 44
Hecoll | Brandbook Essentials Imagery language • All external imagery if used should always be adequately licensed/original artwork • Imagery not involving human subjects should always be indicative and subtle in their appearence • Imagery can be contained with in the Hecoll symbol or could also be rendered in square or rectangle formats wherever applicable 45
Hecoll | Brandbook Essentials Photography 46
Hecoll | Brandbook Essentials Photography guidance • All external imagery if used should always be adequately licensed/Original artwork • Imagery involving human subjects should always be indirect and indicative of the context, rather than subject directly facing the camera • Photography can be contained with in the Hecoll Symbol or also be rendered in square or rectangle formats wherever applicable 47
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here Outdoor 2480
tHitelceogllo|esBhraenrdeb|oSoekcEtsiosnenttitialelsgoes here 2491
Hecoll | Brandbook Essentials Outdoor media & Signage 50
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