Brand Guidelines Corporate Identity 2019
Contents The Basics SPARK Neuro is a neuroanalytics company that measures emotion and attention to optimize advertising and entertainment. This guidebook outlines all written, visual, and graphic elements that comprise our brand. If you have any questions about this guide or need templates or assets not included in this book, please send a message to [email protected] Our Brand 5 Color 21 Applications 33-41 6 21 42-47 Introduction 6 Primary Color 22 Office Collateral 48-53 Mission Statement 7 Color Usage 22 Digital 54-67 About Us 8-9 Secondary Color Apparel Our Culture 10 Tints and Shades 24 Company Branding 69 Our Values 25 69 Our Voice 12 Typography 26 Contact Us 13 27 Logo 14 Primary Typeface 28 Marketing Department 15 Microsoft Application Sales Department Logo Inspiration 16 Google Application 30 Primary and Secondary 17 Typography Style 31 Logo Variations 17 Written Communication Our Mark 18 Co-Branding Graphic Elements Clearspace Minimum Size Iconography Incorrect Use Photography 2
We are scientists, pioneers and experimenters. We are changing advertising research for good. Spencer Gerrol, CEO and Founder 3
Our Brand 5 6 Introduction 6 Mission Statement 7 About Us 8 Our Culture 9 Our Values Our Voice 4
Introduction Spener Gerrol CEO and Founder of SPARK Neuro Human factors like perception and emotion are at the root of every decision we make in life. Whether you’re watching a film, viewing an ad, or listening to a speech, your attention levels and emotions will dictate any future actions you take as a result of what you’ve seen or heard. SPARK Neuro’s mission is to take the best that academia has to offer and pull it out of the ivory tower to use in practical applications. 5
Mission Statement About Us We believe that studying cognitive We use cutting-edge neuroscience tools and advanced neuroscience is the best way to solve algorithms to quantify audience engagement and guide the the mysteries of human behavior. creative process. The SPARK Neuro method analyzes electrical We believe in democratizing science activity in the brain and additional biometric data points to to make it more accessible and deliver unified, actionable insights that take the guesswork out applicable to real world problems. of content optimization. 6 Fighting the bias Traditional research methods like surveys and focus groups provide a biased view of audience engagement. These self- report methods suffer from groupthink, social desirability bias, confirmation bias, and experimenter bias. Meanwhile, the results lack granularity and are unable to tap into the subconscious nature of emotion. A revolution in advertising metrics SPARK Neuro goes right to the source, measuring brain and other nervous system activity so that we can see exactly when people are engaged (and when they are not). We quantify attention and emotion levels with second-by-second precision.
Our Culture As scientists, the SPARK Neuro team approaches problems and goals as experiments, with hypothesis-spaces to explore. We approach these spaces with optimistic, wide-eyed wonder: but it is the role of the curious explorer that guides and unites us. Our science is not just for science’s sake, but for real-world impact. Every day is a new challenge, every experiment a new path to discover. Along the way we become smarter, more resilient, and more efficient. We develop new tools and processes as we chart the way to a bright future. 7
Our Values POSITIVE CAN DO CURIOUS CHARGE ATTITUDE GEORGE Optimism is the backbone of a resilient team, Our goals are big, audacious, and they may even feel We are explorers. Intellectual curiosity drives and we are all responsible for creating a positive crazy. In order to achieve them, we must be bold. us. We mix science with art and use data to environment. Uplift your colleagues. Or if you’re We are responsible for taking on big challenges and paint a beautiful picture. Our scientific journey the one who needs uplifting, lean on your team. the pace of change will feel wild. It is fight, flight, or goes beyond theory because our mission is to Even in stressful times, we remain optimistic. Joy freeze. Look the challenge in the face and fight for it. put science into practice. We stay inquisitive at work is crucial to joy in life Don’t say yes to everything or you will be paralyzed, and debate constructively. Our exploration will but for the things that matter, go for it. You won’t change the world. change the world unless you believe you can. 8
Our Values BREAK M R. A BEAKER ROBOTO We believe that experimentation is at the core of Why do the same thing over and over… and over? success. You can’t get to the right solution if you’re Instead, innovate and then automate a process. always afraid of failure. There are no failures, only Fewer redundant tasks makes time for creativity, the trials. Try a few options and one of them just might potential to reach for something greater, the energy work. Try. Learn. Solve. Repeat. to create something groundbreaking. Process makes the science stronger, the business more efficient, and the job more fun. 99
Our Voice SPARK Neuro’s tone in verbal and written communication represents the way we are recognized and distinguished in the neuroscience and advertising markets. We consider ourselves trustworthy leaders to all audience engagement businesses, and create authentic and lasting relationships with our clients. Offline Channels Throughout print collateral, signage, client interactions, and online channels—like our website, online ads, emails, and presentations—the SPARK Neuro voice must showcase: • Confidence and knowledge • Engagement and honesty • Humanity and sincerity • Energy and fun Our Communication Our Our communication, both external and internal, defines how we should behave around our clients, investors, and employees: • Don’t use jargon • Be helpful and show your expertise • Encourage and empower • Promote SPARK Neuro in a positive light • Share information and ideas • Be polite and respectful • Be open and show genuine interest 10
Logo 12 13 Logo Inspiration 14 Primary and Secondary 15 Logo Variations 16 Our Mark 17 Co-branding 17 Clearspace 18 Minimum Size Incorrect Usage 11
Brand Mark Our logo—and its colors—is inspired by the neurological attention and emotional intensity graphs we provide to clients Brand Name += Attention and emotional Bold colors The final mark intensity graphs 12
Primary Logo Meet our logo! This primary logo is our favorite and should be used whenever circumstances allow it. This is the clearest way we can represent our company visually. Secondary Logo If it’s not possible to use our primary logotype, use this horizontal version instead. 13
Logo Variations S PA R K N E U R O Primary Color Tri-Color: For print Black and White Color Logo Mark 14
Our Mark Mark it up! The brandmark reflects what SPARK Neuro is all about: forward thinking and progress. The symbol is comprised of various color shapes to represent neurological attention and emotional intensity graphing. The mark can be used alone to reinforce the SPARK Neuro brand for digital application purposes. The colors that make us SPARK! Pantone Pantone Pantone Pantone Pantone Pantone 123 C 1235 C 1375 C 715 C 158 C 1815 C Pantone Pantone Pantone Pantone Pantone Red 032 C 1795 C 485 C 7621 C 7622 C Pantone Pantone Pantone Pantone 570 C 7465 C 7473 C 569 C 15
Cobranding The clear space between our logo, the line divider, and our client’s logo is determined by the x-height of our logo. X X X (LOGO) X X XX X 16
Clearspace Primary Logo Secondary Logo Breathing room is always important. Make sure you give our logo space to stand out. For the both primary and secondary logo the margin of clearspace is measured by the height of the “N” lettermark and increased by 33%. Minimum Size Minimum print size is 1.14 inches wide. Minimum print size is 2.5 inches wide. Minimum digital size is 82 pixels wide. Minimum digital size is 180 pixels wide. To make sure our logo is always visible we’ve determined a minimum display size for both digital and print applications. 17
Incorrect Use Do not rotate, stretch or skew the X logo in any way. Do not alter the color or add X any outlines, strokes, glows or dropshadows to the logo in order to improve visibility. Do not move or change the size or X position of the mark. The logo mark should be treated as one entity. Do not use the logo on a X background color that makes any part of the logo hard to see or read. Do not use the logo on a busy photo X or patterned background that is not within the brand photography style parameters. 18
Color 21 21 Primary Colors 22 Color Usage 22 Secondary Colors Tints and Shades 19
A color palette with many possibilities! When used correctly, the logo color palette generates a strong brand unity and creates visually stunning materials that reflect the brand name. 20 20
Primary Color Pantone 7473 C Pantone 1235 C Pantone 7621 C Hsb — 173, 83, 59 Hsb — 40, 89, 100 Hsb — 355, 81, 69 Rgb — 24, 152, 139 Rgb — 255, 183, 27 Rgb — 177, 32, 40 Cmyk — 81, 19, 52, 2 Cmyk — 0, 32, 95, 0 Cmyk — 21, 100, 95, 13 #007f6e #Ffb71b #B12028 The harmonious blend of colors Color Usage allows for great flexibility in design, while also providing a consistent brand color scheme for company communications. The colors should be dominant in every piece you create using the SPARK Neuro logo. 70% 15% 15% 21
Secondary Colors Pantone 158 C Pantone 1795 C Pantone 1815 C Hsb — 23, 85, 93 Hsb — 357, 81, 84 Hsb — 357, 69, 49 Pantone 123 C Rgb — 238, 118, 35 Rgb — 215, 40, 47 Rgb — 127, 38, 41 Hsb — 43, 83, 100 Cmyk— 3, 66, 99,0 Cmyk — 10, 98, 93, 1 Cmyk — 31, 92, 81, 36 Rgb — 255, 198, 41 #Ee7623 #D7282f #7F2629 Cmyk — 0, 23, 91, 0 Pantone 569 C PANTONE Cool Gray 3 C BLACK #Ffc629 Hsb — 170, 100, 49 Hsb — 88, 0, 78 Hsb — 344, 11, 0 Pantone 570 C Rgb — 0, 127, 110 Rgb — 200, 201, 199 Rgb — 0, 0, 0 Hsb — 170, 49, 78 Cmyk — 100, 26, 66, 9 Cmyk — 8, 5, 7, 16 Cmyk — 0, 0, 0, 100 Rgb — 102, 201, 186 #007F6e #C8C9C7 #000000 Cmyk — 57, 0, 34, 0 #66C9ba Tints and Shades 10% 20% Tints are mixtures of brand colors with white 30% to increase lightness. Shades are mixtures of 40% brand colors with black to reduce lightness. 50% Please note that tints and shades are different 60% from color opacity. 70% 80% 22 90% 100%
Typography 24 25 Primary Typeface 26 Microsoft Application 27 Google Application 28 Typography Style Written Communication 23
Primary Typeface Gotham Advertising-related materials such as print collateral, digital materials, and any other marketing-related items should use the Gotham typeface. For questions regarding proper usage of typography, please contact the SPARK Neuro marketing department. Gotham Light Aa! Gotham Medium Aa! Aa! Aa! ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,./;’[]\\<>?:{}-=!@#$%^&*_”+ ,./;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 Gotham Book Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,./;’[]\\<>?:{}-=!@#$%^&*_”+ ,./;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 24
Microsoft Applications Avenir All Microsoft applications (Word, Powerpoint, etc.) should use the Avenir typeface. For questions regarding proper usage of typography, please contact the SPARK Neuro marketing department. Avenir Light Aa! Avenir Medium Aa! Aa! Aa! ABCDEFGHIJKLMNOPQRSTUVWXYZ Aa! ABCDEFGHIJKLMNOPQRSTUVWXYZ Aa! abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,./;’[]\\<>?:{}-=!@#$%^&*_”+ ,./;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 Avenir Book Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,./;’[]\\<>?:{}-=!@#$%^&*_”+ ,./;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 Avenir Roman Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,./;’[]\\<>?:{}-=!@#$%^&*_”+ ,./;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 25
Google Applications Montserrat All Google Applications (Slides, Docs, etc.) should use the Montserrat typeface. For questions regarding proper usage of typography, please contact the SPARK Neuro marketing department. Montserrat Light Aa! Montserrat Semibold Aa! Aa! Aa! ABCDEFGHIJKLMNOPQRSTUVWXYZ Aa! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,. /;’[]\\<>?:{}-=!@#$%^&*_”+ ,. /;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 Montserrat Regular Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ,. /;’[]\\<>?:{}-=!@#$%^&*_”+ ,. /;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 1234567890 Montserrat Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,. /;’[]\\<>?:{}-=!@#$%^&*_”+ 1234567890 26
Typography Style Heading Lorem Ipsnorum GOTHAM BOLD Lorem ipsum dolor sit amet, con Introduction sectetur adipiscing elit, sed do eiusmod tempor in. GOTHAM MEDIUM Lorem ipsum dolor sit amet, conseetur. Subheadings Lorem ipsum dolor sit amet, consectetur adipiscing GOTHAM MEDIUM elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Body • Ut enim ad minim veniam, GOTHAM LIGHT • quis nostrud exercitation ullamco • laboris nisi ut aliquip ex ea commodo Bullet Style Duis aute irure dolor in reprehenderit in voluptate velit GOTHAM LIGHT esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat uierunt mollit anim id est laborum. Body 27 GOTHAM LIGHT
Written Communication LOREM IPSUM DOLOR Lorem ipsum dolor sit SIT AMET, CONDFSSD amet, conseetur. SECTETUR ADIPISCING ELIT, SED DOFONARV Lorem ipsum dolor sit amet, consectetur EIUSMOD TEMPOR IN. adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliquao. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat uierunt mollit anim id est laborum. 28
Graphic Elements Iconography 30 Photography 31 29
Iconography Iconography should complement all typography and the SPARK Neuro logotype. This includes attributes of round circular figures as well as sharp points. Our Method and Technology These icons are only to be used to illustrate our methods of measuring attention and emotional intensity. General Within our graphic element library we have a general neuroscience-related iconography to match different messaging topics. 30
Photography Our imagery is about revealing and communicating participants’ experience and emotions as they interact with our products. The SPARK Neuro brand comprises aspirational, conceptual imagery and dynamic lifestyle photography that is authentic, meaningful, and immersive—just like the experiences we create for our clients. 31
Application 33-41 42-48 Office Collateral 49-54 Digital 55-69 Apparel Company Branding 32
Office Collateral 33
Business Cards 34
Notebook 35 35
Letterhead 36
Word Document 37
Envelope 38
Folder 39 39
Powerpoint Presentation 40
Presentation Template 41 41
Digital 42
Email Signature Your Full Name 43 Your Job Title [email protected] 123 456 7890 SPARK Neuro Inc. 80 8th Avenue, Suite 202, New York, NY 10011 www.sparkneuro.com
Email Newsletter and Special Events 44
Instagram 45
Facebook 46
Website 47
Apparel 48
Socks 49 49
Pouch 50
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