BriteLabBrandGuidebook
THE FUTUREIS BRITE
4 | Introduction | How to Use This Guidebook How to Use this Guidebook Great brand strategies and identity design systems provide a sturdy foundation and flexible, scalable framework from which to build upon and grow as the company develops and adapts to the changing times. Think of this not as a rulebook so much as a set of guidelines to help all people coming into contact with the BriteLab brand be good stewards for it, express its essence in new, exciting, yet cohesive ways across all touch points, and protect its integrity at all costs. Aside from a few very clear dos and don’ts included in this book, it will be each person’s responsibility to absorb the content, understand BriteLab’s essence, and interpret that essence accurately through language, visuals, and behavior. If ever in doubt, consult the BriteLab lead brand steward.
Contents | Introduction | 5Table of Contents1. Introduction 4. The Brand Building Blocks 6. Examples in Context • How to use this guidebook..........6 • Brand Promise...........................36 • Stationery Design.......................68 • What makes a genuine brand.....8 • Our Name...................................38 • Word Doc Template...................70 • The branding process................10 • Byline and Tagline......................38 • PowerPoint Template................71 • Key branding terms defined......12 • The Brand Story.........................39 • Website.......................................70 • Good brand stewardship...........14 • Advertising.................................74 5. The Design System • T-Shirts........................................762. Our Target Audience • Temporary Tattoos.....................77 • The BriteLab Look and Feel.......42 • Entrepreneurs—Seed Stage.......16 • Corporate Logo..........................43 7. Voice and Messaging • Entrepreneurs—Series A Stage.18 • Color Specifications...................51 • Burgeoning Leaders...................20 • Typography Specifications........52 • Voice...........................................80 • Intrapreneurs..............................22 • Photography Style......................54 • Elevator Language.....................81 • OEMs..........................................24 • The Arrow...................................58 • Messaging Matrix......................82 • Pattern Designs..........................603. The Brand Vision • Icon Style....................................62 8. Resources • Our Purpose...............................27 • Charts and Infographics............64 • Digital Files.................................84 • Our Vision...................................27 • Key Contact Info........................84 • Our Mission................................27 • Our Values and Beliefs..............28 • Strategic Drivers.........................30 • Brand Pillars...............................32 • Brand Positioning Statement....36 • Brand Attributes.........................37
6 | Introduction | What Makes a Genuine BrandBRAND =PERCEPTION=EXPERIENCE
What Makes a Genuine Brand | Introduction | 7What Makes aGenuine BrandIt’s important to know that BriteLab’s brand isn’t definedby its cool name, its great logo, its tagline, its awesomeadvertising, or its website. Rather, it is defined by people’sperception of the brand. That perception is formedthrough the collective sum of all their experienceswith the brand, both direct and indirect. We, all of us,are the brand. It its upon each of us to make sure thatthe overwhelming perception of BriteLab stays strongby consistently delivering superior value to anyoneand everyone interacting with any part of the brandexperience across every touch point. STRIVE FOR ALIGNMENTBRAND BRAND BRANDVISION EXPERIENCE PERCEPTIONHow you want to be seen. The bridge. How people really see you.
8 | Introduction | The Branding ProcessThe Branding ProcessGood stewards for the brand benefit froman understanding of everything that goesinto creating its strategic foundation.The core project team included:Tony Brinton Robert de Neve Jae Jung Saeed Seyed Tark Abed Tony Ngyuen
The Branding Process | Introduction | 9We followed a comprehensive brand strategy & Brand Assessmentdevelopment process spanning 6 months: During the brand assessment, we conducted Brand discovery research to gain an understanding of Assessment the internal and external factors that provided insight to the strategic direction that we would 1 formulate for the brand.Channel & Media 8 2 Brand Brand Vision Implementation Vision The brand vision phase built on the insights from the discovery work done in the Brand Assessment phase to formulate the strategic underpinnings of the brand concept. Brand Blueprint Integrated Brand The brand blueprint phase expanded on the Marketing Strategy core ideas defining the brand concept to define essential building blocks for the brand.Go-to-Market 7 3 Brand Planning Blueprint Brand Identity Brand 6 Doctrine Brand Brand The work in this phase brought the brand to life Adoption Development visually. The core elements of the design system were conceptualized to create an extensible graphic identity that could scale gracefully with the organization for years as it evolves. 4 Identity Brand Expression Development During this phase, creative expressions of the 5 graphic identity system were explored via applications that span a variety of touch points Brand across multiple channels and media. Expression Brand Doctrine In this phase, material was produced to help align the organization in a common vision around the meaning and importance of the brand, and these guidelines were developed to help govern the usage of the brand system in order to maintain its integrity over time.
10 | Introduction | Key Branding Terms DefinedKey Branding Terms DefinedBrand MissionAn overall term to describe the image of an A brief strategic statement clarifying how theentity like a corporation or a product. The company intends to realize its vision.narrow definition is limited to the core elementsthat make up the visual expression of a brand. ValuesThe broad definition frames it as the way thebrand is collectively perceived by people that A brief list of core beliefs that will drive theknow about it. The more people that know company’s business decisions, behavior, andabout it, and the more positive their perception all expressions of the brand.is, the stronger the brand. PositioningPersona A brief strategic statement clarifying what theA tool that helps companies understand company does for who, why it’s different andand empathize more deeply with their target superior, and how consumers of its productsaudience. Each persona is an archetypal model and services benefit. This statement is centralof an audience segment. They are based on to the brand and business.real research and created to provide quickaccess to an audience segment’s background, Brand Pillarsmindset, and chief concerns so we can connectwith them in an authentic way, anticipate their A list of 3–4 differentiated, defensible coreneeds and delight them. competiencies from which the positioning statement is built.Journey Map Brand PersonalityA tool that helps teams identify opportunitiesto create customer value at every stage of the The overall spirit of the brand describedcustomer lifecycle, across all touch points. through familiar human traits.Purpose Brand AttributesA company’s higher purpose—why they are in Closely associated with the brand personality,the business they are in—thinking of it in a way the brand attributes are a list of adjectives andthat’s bigger than them. What are we doing for accompanying clarifying statements that describethe world and posterity? the spirit of the brand. The attributes form the key criteria for all expressions of the brand.VisionA brief statement clarifying what the companyaims to achieve.
Key Branding Terms Defined | Introduction | 11Byline WordmarkA functional descriptor, most often displayed The unique visual, typographic treatment ofwith the company logo, to let people know, the brand name. Often used together withstraight away, what business the brand is in and a logomark to form a complete “logo”, orwhere to place the company in their mind’s eye. sometimes standing alone as the logo.Example: Whirlpool Home Appliances. SignatureTagline All of the different parts of the core brandAn emotional line, often displayed with the identity organized into one (or a few) approvedcompany logo, intended to let people know arrangement(s). Often includes the Logohow they should feel about the brand. (logomark and word mark), byline, and tagline.Example: BMW The ultimate driving machine. Brand ExpressionBrand Promise The manner in which a brand is expressedAn internal statement that describes the through graphics, language, content, meaningsuperior experience the company promises and behavior.to deliver consistently. The brand promise isoften displayed centrally within an organization Voiceas a reminder of what customers expect andas a rally cry to provide the most exceptional The personality and tone of the verbalproducts and services. expressions of the brand.Brand Story MessagingA short story of how the company came The key points that are strategically delivered tointo being. Who formed it? What passion specific people at the right time, in the right place.and market need, sparked it? What are theinteresting points in its development? Everyone Elevator Pitchloves a good story, and these help a brand feelhuman and authentic. A common term used to describe the most concise verbal explanation of a brand’s offering,Identity it’s differentiated value proposition, and for whom it’s intended.An overarching term used to describe thecore elements of a brand identity system, Brand Guidebooktypically: the brand name, byline, tagline, logo,corporate colors, corporate typography, a basic A document describing the brand concept,stationery set and basic business forms. specifying all its parts, and providing a set of guidelines to help govern the brand so everyoneLogomark can be good stewards for it. The Brand Doctrine acts as an agreement between allA unique graphic symbol associated with a stakeholders for what the brand represents,brand at the highest level. and how everyone will take care of it.
12 | Introduction | Good Brand StewardshipGood Brand StewardshipBeing a good steward for the brand THE BRANDbegins with caring. The brand belongs BELONGS TOto everyone—not just leadership or the EVERYONEmarketing department—and it’s eachperson’s responsibility to take care of it.Approaching business with a brand mindset helpscreate competitive advantage. Perception is everything.To be perceived as the best, your customers need tohave exceptional experiences every time they interactwith the brand. Little things are big things.To help maintain cohesion, it is helpful to assign a leadbrand steward within the organization. This person willhelp answer questions, train new employees on themeaning and importance of the BriteLab brand, andbe the central authority to resolve any disputes that arisefrom the way the brand is interpreted and representedacross touch points.The lead brand steward role can have a term limit tominimize the burden on any one person and to help keepthe perspective fresh and on point.
BRITELAB’S TARGET AUDIENCE
14 | Target Audience | The Entrepreneur—Seed StageThe EntrepreneurSEED STAGENAME: RashadPOSITION: Co-FounderAGE: 27COMPANY: FlyByCATEGORY: Consumer ElectronicsSIZE: Pre-rev/valuation“TTHOIBSEISHGUOGIEN”G
The Entrepreneur—Seed Stage | Target Audience | 15Rashad is a recent graduate of California KEY CHARACTERISTICS:Polytechnic State University where heearned a degree in Mechanical Engineering. • SmartThis year, he and his two partners founded • Young and inexperiencedFlyBy, a company that makes camera • Optimisticequipped drones that follow you while • Passionatecapturing video. • Strapped for cashThey have funded the company themselves so far WANTS & NEEDS:to create the business model, Market RequirementsDocument and an initial conceptual design. • Business advice: management, operations, etc • Capital: access to the investor communityThey then raised some seed money via kickstarter that • Partner w/ outstanding portfolio that includes highlythey will need to pay for refinements to the design andengineering and get a functional prototype made so they relevant examples related to my productcan demonstrate it to investors and get enough funding • Superior design & engineeringto go into an initial round of production. • Rapid prototyping • Branding & marketing supportThey are passionate about the product and its potential, • UX/UI design and developmentbut need lots of help to make this a successful business. • Overall guidance • Great deal • Speed to market GOALS: • Get a high quality, working prototype • Get exposure to investors • Get guidance for short/long term success • Secure next round of funding • Impress everyone in their network FRUSTRATIONS & PAIN POINTS: • Don’t know what they don’t know • Hardware is hard • Thinks the product idea is great—just need to prove it —and that takes money!
16 | Target Audience | The Entrepreneur—Series A StageThe EntrepreneurSERIES A STAGENAME: MarkPOSITION: Co-Founder, CEOAGE: 31COMPANY: BykeCATEGORY: Consumer ProductsSIZE: $5M in funding“READY FOR ACT 2”
The Entrepreneur—Series A Stage | Target Audience | 17Byke is a smart, connected bicycle. The KEY CHARACTERISTICS:successful MVP model allowed riders totrack their usage and earn carbon credits • Supercharged from initial successredeemable in the form of various benefits • Sharp eye for design—discerning tastefrom a wide variety of participating consumer • Smarter from early lessons learned—and hencebrands and retail partners. So riders get coolstuff just for riding. And the companies in a bit cautiousthe network, in effect, are purchasing carbon • Sharp negotiatorcredits from Byke riders that they then use to • High standards—expects a lot from partnersoffset their carbon footprint. • Moves fast—expects others to keep paceThe first model for Byke was released last year and has WANTS & NEEDS:been well-received by urban riders. The company hasreceived good press emphasizing the the environmental • Superior design and engineeringimpact of quantifying self-propelled transportation and • Highest quality, local manufacturingthe unique incentive built into the Byke ecosystem to get • Flexibility to manufacture smaller unit volumesout of cars and onto a Byke. • Nimbleness to quickly adjust to market dynamics • Speed to marketThe company has secured VC funding for its next stage • “Made in U.S.” is an asset for this brandof growth. They have conceptualized a next generationmodel and exciting enhancements to the platform/ GOALS:eco-system expanding the useful applications of thistechnology and providing more compelling reasons to • Get the next product model to market fast with highpurchase a Byke. They now need partners to help bring quality resultsthe next model to market. • Impress the board of directors FRUSTRATIONS & PAIN POINTS: • Not understanding his needs • Overly complicating things • Taking too long—slow on the uptake • Self-indulgent design
18 | Target Audience | The Burgeoning LeaderThe BuregeoningLeaderNAME: HassanPOSITION: Senior Director, Technology & InnovationAGE: 45COMPANY: VertosCATEGORY: Medical DevicesSIZE: $30M“IST’LHHLEIPSP.L”REOEDPUACFTTSER
The Burgeoning Leader | Target Audience | 19Hassan is an electrical engineer by training and KEY CHARACTERISTICS:heads up new product innovation at Vertos,a medical device company specializing in • Highly technicalhigh-tech instruments enabling minimally • Under pressure to performinvasive spinal surgery. WANTS & NEEDS:The company has been growing from well-receivedenhancements to their key products. The board has now • Creative problem solving to work though issuesannounced aggressive plans to introduce 5 new game- with new productchanging products over the next two years, which hasHassan’s team stretched for resources. • Reliable local product development partner • Superior engineers to augment his teamVertos’ board of directors has high expectations of • Face to face collaborationsuccess from the planned new product introductions • Speed to marketthat will catapult them into their next stage of growth and • Flexibilitycompetitive category. • IP safety GOALS: • Meet expectations for innovative solutions • Ship products on time with high quality FRUSTRATIONS & PAIN POINTS: • Stress from high expectations by the board • Strapped for engineering resources • Unnecessary travel to China
20 | Target Audience | The IntrapreneurThe IntrapreneurNAME: AlexPOSITION: Product Hardware LeadAGE: 51COMPANY: FacebookCATEGORY: Consumer ElectronicsSIZE: $300B“WTOHUEIRNCMAGNIWNDEDOSPAUTNTOY.”-
The Intrapreneur | Target Audience | 21Alex heads up a team at Facebook that KEY CHARACTERISTICS:is charged with developing and shippingdisruptive, category defying/defining • Brilliantproducts at scale. • Determined/driven • A bit impatient—works fast—expects others to keep upThe products that Alex’s group focus on live at the • Values relationships—extremely loyalintersection of hardware, software and content to • Prefers to work face to faceadvance Facebook’s mission of connecting the world. • Embraces collaboration and lean design andAlex’s product group works fast and lean. They follow manufacturing principlestight product development cycles to get first-of productsto market quickly, and get market validation before they WANTS & NEEDS:scale up. • Local partner for design/engineering, prototypingThey need local partners that they can rely on to help and manufacturingthem deliver innovative new products, while meeting theiraggressive goals and keeping their IP safe. • Highest quality collaborators • IP Safety • Experience—keep up with his team’s pace and level of expertise • Flexibility—willingness to adapt on the fly and break some rules • Creative problem solving—especially to overcome barriers to success • Commitment—go to the end of the earth to reach a successful outcome GOALS: • Introduce high quality, innovative, new products to market at record speed FRUSTRATIONS & PAIN POINTS: • Not enough experience—not operating on his level • Too slow • Too rigid • IP ripoffs • Lack of commitment • Lack of can-do attitude
22 | Target Audience | The General ManagerThe GeneralManagerNAME: DougPOSITION: VP/GMAGE: 57COMPANY: CiscoCATEGORY: Data CommSIZE: $140B“TTWHOAEBYRE.”EA’SBGEOTTTER
The General Manager | Target Audience | 23Doug oversees a product group responsible KEY CHARACTERISTICS:for a segment of networking hardware. • ExperiencedDoug has become increasingly frustrated doing business • Maturein China—especially for lower volume products—he sees • Level-headedthe value in producing with a local partner. WANTS & NEEDS:He understands that the price to produce locally can bevery competitive with overseas options when you factor • Speed to marketthe total cost. • Flexibility • Problem solvingDoug is looking for a local partner that he can trust • Great serviceto help him develop and produce superior quality • Trusting, highly loyal relationshipsnetworking products. • Unique understanding of needs • Face to face collaboration GOALS: • Faster to market • Higher degree of collaboration • Reliable results • Comparable total cost compared to foreign alternatives FRUSTRATIONS & PAIN POINTS: • Inefficiencies: wasted time and money • Unnecessary drag on human resources: travel, etc. • Lack of trust in relationships.
24 | The Brand Vision | Core StatementsThe Brand VisionThe Brand Vision is a collection of directionalconcepts that form the strategic foundationfor the brand, based on the company’score strengths, target audience needs, andopportunities to provide differentiated,lasting value. Why we exist What we aim to achieve How we plan to achieve our vision What we stand for and how we behave How we differentiate from our competition
Core Statements | The Brand Vision | 25PurposeBriteLab’s purpose is to help improve people’s quality ofliving by enabling the creation of innovative new productsthat enrich their experience in the world.VisionBriteLab’s vision is to be the premier full-service solutionpartner in Silicon Valley for innovators of new, complexhardware products.MissionBriteLab’s mission is to enable innovation like never beforefor new, complex hardware products.We do this by offering full-service product developmentin a seamless, team-based experience with world-classbusiness, design, engineering, and technology experts—all under one roof in the global capital of innovation,Silicon Valley.
26 | The Brand Vision | Core StatementsOur Values1. The greatest innovations come from the greatest partnerships Complex technology products require many great minds, representing different perspectives and expertise, to work together in harmony.2. A design-centric approach leads to the best results We believe that the best outcomes stem from a user-centered approach and a healthy collaboration between design, business and technology.3. We act as your guide and protector We lead you through the process and share our deep expertise to help you find your way to the best results. We ensure safety of your IP. We look out for your best interests always.4. We believe in having a deep understanding of our clients We get OEMs because we used to be OEMs. We get entrepreneurs because we are entrepreneurs. We have deep empathy through shared experience. We are savvy from all perspectives required for product success: Business, Design, Technology.5. We focus on outcomes Large CMs are focused solely on margins. We believe a focus on outcomes leads to profits. BriteLab is focused on our client’s success: Creativity, Delivery, Quality, Safety.
Core Statements | The Brand Vision | 276. We believe in follow through We stay with our clients throughout the entire product lifecycle. We provide ongoing support. We believe in continual improvement.7. We believe in doing business locally We love being easily accessible to our clients. We are proud veterans of the Silicon Valley community. We believe in bringing jobs back to the U.S.8. We believe in relationships We believe in the power of working face-to-face to strengthen working bonds. BriteLab’s culture advocates a partnering approach where we invest in relationships.9. We value efficiency We embrace just-in-time, lean philosophies. We believe in having a solid process framework.10. We value innovation We embrace innovation as the lifeblood of Silicon Valley. BriteLab enables our clients to innovate like never before.
28 | The Brand Vision | Strategic DriversStrategic Drivers 1. Be the difference makerThe BriteLab brand concept is informed by Enable new product innovation for complexthe following strategic drivers—attributes/ electro-mechanical hardware.strengths that are both important to thecustomer and highly differentiated from 2. Be truly full servicethe competition. These drivers should beconsidered in every business decision, in Work at the intersection of design, businessevery expression of the brand, internally and technology.and externally. 3. Be premium Differentiate on quality, service and experience. 4. Be the preferred partner Sell the “Why” not just the “What”. Put the partnership at the center of the conversation. 5. Be human Emphasize and celebrate the human dimension of BriteLab’s unique offering. 6. Be compelling Use emotional branding and storytelling to engage our audience with drama and depth.
Strategic Drivers | The Brand Vision | 29
30 | The Brand Vision | Brand PillarsBrand PillarsBriteLab’s brand pillars are a set of unique,ownable core competencies that differentiateus in the marketplace and are difficult forcompetitors to imitate: NEW PRODUCT INNOVATION SEAMLESS EXPERIENCE• BriteLab is optimized for New Product • Full service Innovation: • Highly integrated across disciplines • Smaller unit volumes • Collaborative • Flexibility during ramp up • Team-based • Adaptability • Efficient • Scalability • Quality• Specialty in complex electro-mechanical
Brand Pillars | The Brand Vision | 31 LOCAL EXPERT PARTNER• Speed • Deep experience• One language • Superior service• Co-location • Relationship-driven• Face to face • Deep empathy• Convenience • Track record • Problem solving • Guide/Protector
32 | The Brand Vision | Brand PositioningBrand PositioningMakers of complex hardware products areon a continuous quest to get to marketfaster with high quality results, whilecontrolling costs. When stakes are high,problems are complex, unit volumes arelow, and time is of the essence, the totalcost of global outsourcing is much higher.BriteLab empowers new product innovation for complexhardware like never before. Acting as your end-to-endproduct development partner, clients co-locate inour highly creative, state-of-the-art facility, workingcollaboratively to design, engineer, prototype andmanufacture their products, all under one roof, locallyin the global innovation capital Silicon Valley.BriteLab’s entire operation is optimized to be nimble,agile, and flexible, allowing product teams to respondswiftly to changes in project dynamics while maintainingthe highest quality outcomes.Working with BriteLab is more than an agreement.We’re here to guide you through the complicated mazeof hardware development. We’re in it together with ourclients to make amazing things happen.Aspiring together.
Brand Attributes | The Brand Vision | 33Brand AttributesClosely associated with the brand personality, theattributes are a list of adjectives and accompanyingclarifying statements that describe the spirit of thebrand. The attributes form the key criteria for allexpressions of the brand.Optimistic Vivacious IntelligentAbout the future and the We are full of enthusiasm Our people are sharp, quickpotential of technology to for design, engineering, and insightful.continuously improve lives. technology and innovation.Expert Stylish FunWe have deep experience in We have good taste and it We truly enjoy our work and lookevery aspect of making complex shows in everything we do. forward to what each and everyhardware products. day brings.Human Modern DaringWe’re down to earth, accessible, We thrive on being connected to We are not afraid to take chancesand have a high-touch approach and part of the ongoing changes and we embrace failure asto working relationships. and developments in culture a healthy and necessary and technology. component of success.
34 | Brand Building Blocks | Brand PromiseBrand Building BlocksBrand PromiseBriteLab’s brand promise is an internalstatement that describes the superiorexperience the company promises todeliver consistently for its clients, partners,suppliers, employees, investors andeveryone in its value chain.The brand promise acts as a reminder ofwhat customers expect, and as a rally cryto provide the most exceptional productsand services.
Brand Promise | Brand Building Blocks | 35No one else can empower new product innovationfor complex hardware like BriteLab.Our clients co-locate in our local Silicon Valley facility BriteLab’s entire operation is optimized to be nimble,with a devoted team of our experts spanning all agile, and flexible, allowing teams to respond swiftlydisciplines of product development, working in close to changes in project dynamics while maintaining thecollaboration toward common goals. highest quality outcomes.BriteLab’s world-class strategists, designers, engineers, Working with BriteLab is more than an agreement.machinists and manufacturing specialists work face We’re in it together to make amazing things happen.to face with clients in our state of the art facility toguide them through the complicated maze of product Aspiring together.development for complex hardware.The client team leverages their unmatched wisdom andcumulative expertise as former entrepreneurs and OEMsto protect clients from the multitude of pitfalls that canthreaten their success.
36 | Brand Building Blocks | Brand Name, Byline, TaglineThe BriteLab NameThe name BriteLab was chosen for its sound symbolismand inherent meanings:Brite: intelligence, expertise, the future, optimismLab: a place of experimentation and collaboration,ideation, innovation, problem solving—wherebreakthroughs happenWhen typing the name, always capitalize the B and the L,with no space between the words so it reads: BriteLab.Byline and TaglineActing together, these elements are used in strategicplaces to let customers and prospects know whatbusiness BriteLab is in and how to feel about the brand.BYLINE: NEW PRODUCT INNOVATIONTAGLINE: Apiring together.
Brand Story | Brand Building Blocks | 37The Brand StorySilicon Valley. For decades, difference makers here have When stakes are high, problems are complex, unitbeen aspiring to greatness. volumes are low, and time is of the essence, the total cost of global outsourcing is much higher. New product innovators are driven by a deeply seatedneed to step back, look at something they did, and feel It’s time for a full-service, local solution.great about it. A place where the the most knowledgeable andIn doing great work they find purpose, dignity, respect connected experts guide you. and livelihood. But they can’t do it alone. A place where the best designers and engineers shapeComplex technology products require many great minds your ideas into a feasible, viable reality. to work together in harmony. A place where the most technologically advanced, hyper-As teams have become globally distributed, productive efficient manufacturing operation gets your productcollaboration has become more challenging: made, shipped and supported until you’re ready to scale. • Communication breakdown Nothing replaces face to face collaboration and seamless • Slow resolution of issues causing delays integration of all the parts necessary for success. • Lack of commitment • Erosion of trust and control People are just better together...and the best partnerships • Slower lead times do the greatest things. • Travel fatigue Come here, embed yourself in a creative environmentThe need to be flexible, agile and nimble is especially supported by a devoted team of experts, and build a Britecrucial in new product innovation where speed to market future, aspiring together.is critical.
38 | BriteLab Design SystemTHE BRITELAB IDENTITY DESIGN SYSTEM
40 | BriteLab Design System | BriteLab Look and FeelThe BriteLab Look and FeelOur look and feel is the visual expressionof how our important key messages will beconveyed to the market in a differentiated,memorable, cohesive, and meaningful way.BriteLab’s visual design system consists of a series ofrelated components that balance clean, understatedminimalism with less expected applications of artfulimagery, movement and playful spontaneity.Together, these components provide the essential toolsto build visual communications material that effectivelyexpresses the essence of the brand across all touch points.
Corporate Logo | BriteLab Design System | 41The LogomarkThe four arrows converging into a center point, combined with the “plus” symbol that emerges inthe figure ground, represents BriteLab’s four disciplines—Design, Engineering, Prototyping, andManufacturing—coming together to create something positive. The logomark can be applied byitself when appropriate to represent the BriteLab brand. Use good judgement when applying thesymbol alone.
42 | BriteLab Design System | Corporate LogoPrimary Logo Primary Logo This is the preferred version of the logo—to be used whenever possible.
Corporate Logo | BriteLab Design System | 43Alternative LogosAlternative Logo—Reversed Alternative Logo—BlackAn all white alternative version of the logo can be reversed out of black or An all black alternative version of the logo can be used in grayscalea solid application of a color from the BriteLab corporate palette. applicatons when color is not an option.
44 | BriteLab Design System | Corporate LogoFull SignatureThe logo can be optionally presented together with itsbyline and tagline in a “lockup”. The byline acts as afunctional descriptor to let people know, straight away,what business the brand is in. The tagline is an emotionalstatement letting people know how they should feelabout the brand. Aspiring together NEW PRODUCT INNOVATION
Corporate Logo | BriteLab Design System | 45 Aspiring togetherNEW PRODUCT INNOVATIONByline: Tagline:Font: Roboto Regular Font: Roboto ItalicColor: Charcoal Color: TealTracking: 110/1000 em Kerning: Adjusted manually—use set artwork
46 | BriteLab Design System | Corporate LogoLogo Clearspace
Corporate Logo | BriteLab Design System | 47Logo UsageUse good judgement when applyingthe logo. The best use is to placethe logo on a white background andcomply with minimum clearspacespecifications. However, this designsystem is intended to be flexible,allowing for creative latitude so thebrand can grow and stay fresh overtime. The main objective is to havethe logo display clearly, in a way thatdoesn’t compromise its integrity.Following are some examples ofwhat’s okay and not okay. It’s okay to place the logo over a photograph as long as there aren’t any excessive obstructions in the picture content. The example above works because the logo is placed in an area of the photo that has minimal modulation and is light enough to provide an appropriate amount of contrast.This application is acceptable because the logo Do not place the logo over a complicated Do not place the logo over a complicateddisplays clearly and there is adequate contrast. background that makes it difficult to see. background that makes it difficult to see.
48 | BriteLab Design System | Corporate LogoLogo ViolationsThe BriteLab logo is valuable. It is a significant asset andtherefore we need to treat it with respect. Always use themaster artwork and do not attempt to recreate the logoor alter it in any way.Never scale the logo artwork disproportionately, Do not change the relationship between the Do not change the relationship between the symbol and the wordmark.creating a “stretched” effect. symbol and the wordmark. visit theDo not use the wordmark without the symbol. Do not recreate the wordmark or use other fonts. website Do not introduce new elements near or within the clear space area.
Color | BriteLab Design System | 49ColorOne of the ways we will differentiate the Britelab brand is through bold use of color. Britelab’s distinctive color paletteoffers many options to portray the brand attributes across a wide variety of scenarios. The colors can be used in theirpure state, or they can be muted as appropriate to suit the time, place and audience.PANTONE: 320 C The primary palette stabilizes and grounds the brand in Teal and Charcoal.C:100 M:0 Y:31 K:7 Use one (1) accent color at a time from the secondary palette with the primary colors to give the brand lift.R:0 G:160 B:75HEX: #00A0AFPANTONE: 431 CC:11 M:1 Y:0 K:64R:106 G:115 B:123HEX: #6A737BPANTONE: 151 CC:0 M:48 Y:95 K:0R:248 G:151 B: 40HEX: #F89728PANTONE: 1788 CC:0 M:84 Y:88 K:0R:240 G:81 B:51HEX: #F05133PANTONE: 368 CC:57 M:0 Y:100 K:0R:122 G:193 B:67HEX: #7AC143PANTONE: 639 CC:100 M:0 Y:5 K:5R:0 G:165 B:217HEX: #00A5D9PANTONE: 7511 CC:0 M:45 Y:100 K:25R:195 G:124 B:19HEX: #C37C13
50 | BriteLab Design System | TypographyTypographyDISPLAY FONT: Use Akkurat Bold for Headings YOU CAN ALSO SET HEADINGS IN ALL CAPSAkkurat Use Akkurat Regular as an Alternate HeadingBOLD, CLEAN AND MODERN AKKURAT REGULAR IN ALL CAPSType is a visual representation of speech.The typographic voice of Akkurat makes a modern and bold statement.ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedefghijklmnopqrstuvwxyz 0123456789THE FUTURE IS BRITECreative Forces Convergingto make something positive
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