Brand Guidelines Manual First Edition January 2017 Bitswift Technology Brand Guidelines: First Edition / Introduction 1

The standard identity for Bitswift Technology.

This document provides the brand outline and logo usage guidelines for the purpose of brand consistency. These guidelines are periodically updated. For an up-to-date version, please contact Paul Busch.

The Bitswift brand was developed by Jon Allison Design. For more information please visit jonallison.com or email [email protected].

© 2017, Bitswift Technology. 1st Edition, January 2017. Table of Contents

Brand Identity 6 Understanding the Logo 7 Bitswift Logo 8 Logo Variations 10 Logo Specifications 12 Colour 14 Typography

Brand Application 25 Proper Logo Usage 27 Improper Logo Usage 28 Minimum Logo Size 29 Icons 30 The Grid 31 Apparel 32 Social Media Brand Identity

This section includes the visual standards for the brand identity. These standards provide instruction for understanding, using, and supporting the logo correctly and effectively. »» Understanding the Logo »» Bitswift Logo »» Logo Variations »» Logo Specifications »» Colour »» Typography Bitswift Technology Brand Guidelines: First Edition / Brand Identity Understanding the Logo 6 Understanding the Logo The inspiration behind the Bitswift logo comes the new model of IT, a decentralized network that enables digital transformation. The hexagon, inspired by the formation of honeycomb, represents connectivity and order. The points are rounded to convey a more personable and approachable feel. This has also been carried over into the typography. The typeface, Magion is a geometric typeface with a hint of calligraphy-inspired letter details. It’s modern, technological style is symbolic of the new era of technology that seeks to provide solutions and be user friendly.

The hexagon replacing the dot on the first “i” makes the logo unique and is a simplified representation of the connectivity of technology. This is further portrayed through the grid that is used in various applications. The hexagon is green to stand out, representing the starting point for reaching a reliable solution, hiring Bitswift. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Bitswift Logo 7 Bitswift Logo Logo Breakdown Symbol

This section outlines the breakdown of the Signature logo and explains the purpose and use of each element.

Signature The signature is the structured relationship between the symbol and the wordmark. The signature shown here is the official identity of the Bitswift brand.

Symbol The symbol, also known as the green hexagon, is a dynamic mark that visually represents the Bitswift brand. Although it has been infused Wordmark with meaning, its main purpose is recognition and will naturally be associated with whatever perception a person has of the Bitswift brand.

Wordmark The wordmark, as shown here, is the distinctive typographic representation of the Bitswift brand. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Logo Variations 8 Logo Variations Using the Logo The guidelines in this section outline the different variations of the Bitswift logo. These variations Primary Logo exist for the purpose of consistency and flexibility within different applications. It is important that The primary logo is blue and green (available any application of the logo work within the layout as defined by the context. These variations may in Pantone, CMYK & RGB) and should be used not be modified. For further details please see the Brand Application section onpage 24. whenever possible. It may only appear in the The Bitswift logo has six variations: primary, secondary, one-colour, reversed, greyscale and black. colour specifications outlined on page 13. No These variations are outlined on the right. other colour is permitted for use with the logo. The primary and secondary variations should be used whenever possible. The other variations are Secondary Logo only intended for use when restrictions do not permit the use of the primary or secondary logos. The secondary logo is a reversed variation of the primary logo but maintains the green hexagon. It should be used in applications where the background is dark, to better contrast and legibility.

One-Colour Logo The one-colour logo may only appear in blue as Primary Logo Secondary Logo outlined on page 13. It should be used sparingly.

Reversed Logo The reversed logo is for applications where colour is not permitted and the background is dark, providing better contrast and legibility.

One-Colour Logo Greyscale Logo Greyscale Logo When printing specifications or budget restrictions will not permit the use of colour, the greyscale variation is preferred.

Black Logo The black logo should only be used Black Logo Reversed Logo where the greyscale logo does not provide enough contrast. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Logo Variations 9

Using the Green Hexagon The green hexagon, a dynamic mark that can be used throughout branded materials to create a consistent image. It may not be as a stand alone mark to represent the Bitswift brand in a formal setting. It may only appear in Bit Green when being used solo. It may appear in an accent colour when being used as a shape or a graphical element. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Logo Specifications 10 Logo Specifications File Formats The Bitswift logos are available in four formats. These formats have been chosen in order to provide the highest quality usability for professional design (EPS), daily use (PDF) and web (PNG, JPEG).

For additional formats that have not been provided please contact Paul Busch.

EPS - Vector PNG - Web Only EPS files are vector-based and can be scaled to The provided PNGs are for web use only and any size without compromising image quality. should never be scaled larger. They have a EPS files are preferred for all high quality transparent background and have been provided reproduction. EPS files cannot be opened at 400px wide at 72dpi in RGB colour format. on most computers without professional design software. JPEG - Web Only The provided JPEGs are for web use only and PDF should never be scaled larger. They do not have The provided PDFs are also vector-based and are a transparent background and should only be ideal for print and general daily use. PDF is the used where a white background is appropriate. most versatile file type and is ideal for all types The provided files are 400px wide at 72dpi in of users. RGB colour format. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Logo Specifications 11

Spacing Requirements Protective Space The protective space must be maintained around all sides of the Bitswift logo to maintain visual clarity and to provide maximum impact. This space keeps the logo separate from other design elements such as typography, other logos, borders, or the edge of the document.

Ratio Spacing It is important that the Bitswift logo always abides by the correct ratio and alignment guidelines shown in the included diagrams.

This is for the purpose of clarity and readability. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Colour 12 Colour Colour Specifications Colour is a strong and communicative element for any visual identity and plays an important role in the visual identity of the Bitswift brand.

The primary colours are blue and green. They should always be the dominate colour in all application. The secondary palette outlines the supporting colours.

We have utilized the standards of the Pantone Matching System (PMS), which is a universally recognized colour matching system based on lithographic printing inks. The colour palettes include the specific spot colours and the breakdowns for the equivalent process colours (CMYK) for printing applications where Pantone colours are not possible or are outside of the budget. Also included are RGB equivalents for use in word processing and presentation software as well as hexadecimal equivalents for web applications. Using Colour When designing for the Bitswift brand, colours should be carefully chosen. When selecting colour combinations, similar tones are best used together. Colours may be tinted to create further flexibility. Be careful not to use too many colours together at one time. Colour should be used to create order, not chaos. Bitswift Technology Brand Guidelines: First Edition / Brand Identity Colour 13

Primary Palette Pantone 302 C The primary palette consists of the main colours CMYK 100.77.40.30 used to represent the Bitswift brand. When RGB 0.59.92 designing for the Bitswift brand, these colours are to be used and may be supported by the Bit Blue HEX 003b5c secondary palette.

The Bitswift brand has been designed in Pantone 368 C primarily blue and green. Other colours beyond CMYK 58.1.100.0 these palettes may be used sparingly where RGB 120.190.67 preferred and deemed appropriate, but must Bit Green HEX 78be43 never overpower the primary palette. Should the exact colours not be available, the closest available colours may be used.

Secondary Palette Pantone 300 C Pantone 297 C The secondary palette is designed to support CMYK 100.62.7.0 CMYK 51.5.3.0 and complement the primary palette. This RGB 0.92.185 RGB 110.196.233 palette provides additional tones based on the primary palette. These colours allow for Mid Blue HEX 005cb9 Light Blue HEX 6ec4e9 flexibility and variety in design. They are ideal for use in backgrounds, titles, graphs, and other supporting design elements. Pantone 362 C Pantone 7487 C CMYK 74.15.100.2 CMYK 47.0.80.0 RGB 78.157.45 RGB 139.220.101 Dark Green HEX 4e9d2d Light Green HEX 8bdc65

Pantone 430 C Pantone 428 C CMYK 54.41.38.4 CMYK 23.17.17.0 RGB 125.134.140 RGB 195.198.200 Dark Grey HEX 7d868c Light Grey HEX c3c6c8 Bitswift Technology Brand Guidelines: First Edition / Brand Identity Typography 14 Typography Typography is a strong extension of our brand’s personality and plays a major role in creating a consistent look for Bitswift across all communications and promotional material.

Logo / Headline Typeface Magion Magion Regular: Magion Italic: Magion is a geometric typeface with a hint of ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ calligraphy-inspired letter details. It’s modern, technological style complements the Bitswift abcdefghijklmnopqRstuvwxyz abcdefghijklmnopqRstuvwxyz brand. It is ideal for headlines and display type. 1234567890 1234567890 Magion may be licensed here: https://www. myfonts.com/fonts/suitcase/magion/.

A web version of Magion is included in Adobe Typekit.

Primary Typeface Roboto Slab Roboto Slab Bold: Roboto Slab Light: Roboto Slab is a geometric typeface that ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ nicely compliments Magion. It provides a abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz natural reading rhythm making it ideal of body 1234567890 1234567890 copy. It is a web-safe typeface and included in Adobe Type Kit and Google Fonts for Roboto Slab Regular: online applications. ABCDEFGHIJKLMNOPQRSTUVWXYZ Roboto Slab may be licensed here: abcdefghijklmnopqrstuvwxyz https://www.fontsquirrel.com/fonts/roboto-slab 1234567890 Bitswift Technology Brand Guidelines: First Edition / Brand Identity Typography 15

Alternate Typeface Roboto Sans Roboto Bold: Roboto Bold Italic: Roboto is a sans serif alternative to Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Slab for applications where a sans serif font abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz is necessary. It is a web-safe typeface and 1234567890 1234567890 included in Adobe Type Kit and Google Fonts for online applications. Roboto Regular: Roboto Italic: ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Roboto Sans may be licensed here: https://www.fontsquirrel.com/fonts/roboto abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

Roboto Light: Roboto Light Italic: ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

Substitute Typeface Arial Arial Bold: Arial Bold Italic: Arial is an extremely common typeface that can ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ be found on all mainstream computer operating abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz systems. It is easy to read at small sizes in a 1234567890 1234567890 variety of applications. It is also a web-safe typeface allowing it to be used digitally. Arial Regular: Arial Italic: It should be used as the substitute typeface for ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ body text when Roboto Slab or Roboto Sans abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz are unavailable. 1234567890 1234567890 Bitswift Technology Brand Guidelines: First Edition / Brand Identity Typography 16

Specifications Main Headline: Magion Regular Main Headline Sentence case Leading 100% of point size Large body text / ulluptium non eost, in renestrum quam fugiaecte nimaximped explaborum et derchitat quost, voluptis fugiaecte recabore. Subheading A: Roboto Slab Regular Sentence case Subheading A Leading 120% of point size Standard body text / aut utatur, velia delendit, et dolorero quas re eni temporum et essunt es nim quasper ferupiet et pera et alitati im que volut fugitium restia cus ea dolo blaccuptis dolupta musdant Subheading B: quidiciis acepers pitinus ulliat erenis con essim hic to quae. Roboto Slab Bold Sentence case Pull Quote / a poria sameni dolor ad quiae evelic tentur parunto musdant quidiciis acepers pitinus Leading 120% of point size ulliat. Berspid quis aborum hilla dolori optusdam nonsectius dem aliquam.

Pull Quote: Standard body text / nimaximped explaborum et derchitat quost, voluptiis recabore digenihitat acepti aximped viboru. Roboto Slab Regular Sentence case Leading 150% of point size Subheading B Standard body text / bereruntenis nimaximped explaborum et derchitat quost, voluptiis recabore Large Body: voluptatia peliqu. Blaccuptis dolupta musdant quidici. Dolor molo bereruntenis nimaximped. Essunt es nim quasper ferupiet et pera et alitati. Roboto Slab Regular Sentence case Leading 140% of point size

Standard Body: Roboto Slab Light Sentence case Leading 130% of point size Bitswift Technology Brand Guidelines: First Edition / Brand Identity Typography 17

Application Guidelines Main Headline Pull Quote Standard Body The main headline is the primary heading Pull quotes are used to highlight quotes or Standard body copy is spaced specifically for and should be the top-level heading in the insightful phrases from the main body of legibility and functionality. It should be used for application. It should almost always appear in text. Pull quotes may appear in Bit Green or the primary content and all large bodies of text. Bit Blue. However, it should be reversed (white) another complementary colour that provides Roboto Slab is the primary typeface, but Roboto when applied to applications with a dark contrast depending on the colour scheme of the Sans may be used as a sans serif alternative background. Different styles included in the document. The point size should be larger than when necessary. type family may be used if deemed appropriate the standard body copy for visual emphasis and should remain consistent throughout and contrast. Arial may be used as the alternative typeface the application. for internal or external documents when Roboto Large Body Slab and Roboto Sans are not available. Subheadings Large body copy is used to highlight text, Subheadings are intended to support the such as introductory paragraphs, captions, headline but remain as a separate element. etc. It must also be larger in point size than They may vary in size and colour depending the standard body copy to maintain hierarchy on the number or subheading levels needed. within the body of text. It should never replace Each subheading must effectively contrast the standard body copy. adjacent level of text above and below. Brand Application

This section provides instruction on proper and improper usage of the logo. It also provides templates and guidelines for the identity system and how it should be used in various forms of media. »» Proper Logo Usage »» Improper Logo Usage »» Minimum Logo Size »» Icons »» The Grid »» Apparel »» Social Media Bitswift Technology Brand Guidelines: First Edition / Brand Application Proper Logo Usage 25 Proper Logo Usage Uniform Background The primary logo should be used on white and light coloured backgrounds. The secondary logo should be used on most colour and dark backgrounds. The primary and secondary logos should be used whenever possible.

Alternate variations may only be used when absolutely necessary. The diagram shows which logo variations are acceptable on the corresponding background colours.

Colours outside the Bitswift colour scheme should be avoided when possible. Bitswift Technology Brand Guidelines: First Edition / Brand Application Proper Logo Usage 26

Image Background Below are several examples of how the logo may be placed on an image background. When placing over an image, ensure contrast by placing over a light or dark area and seeking negative space. Otherwise, the logo must be used with an Bit Blue background as shown. Bitswift Technology Brand Guidelines: First Edition / Brand Application Improper Logo Usage 27 Improper Logo Usage The following uses of the logo are prohibited.

DO NOT change the colour of any element in the logo. DO NOT rotate or skew the logo. DO NOT modify the proportions of elements in the logo.

DO NOT recreate the wordmark using any DO NOT stretch the logo outside of its DO NOT apply a drop shadow to the logo. other typeface. original proportions.

DO NOT add a transparency effect to the logo. DO NOT add elements to the logo. DO NOT place the logo on a background that will reduce legibility.

DO NOT place the logo on a background with DO NOT apply a stroke to the logo. DO NOT use a jpeg version of the logo for print due to low contrast. the white box and poor image quality. Bitswift Technology Brand Guidelines: First Edition / Brand Application Minimum Logo Size 28 Minimum Logo Size To maintain legibility, the logo should never be reproduced at a size smaller than what is outlined below. There is no maximum size limit, but use discretion when sizing the logo.

Print Application Minimum width: 0.7’’ 0.7''

Digital Application Minimum width: 98 px at 72dpi 98 px Bitswift Technology Brand Guidelines: First Edition / Brand Application Apparel 29 Icons These customized icons have been created to represent various Bitswift services. They may be used in various print and digital applications.

Other icons may be added as Bitswift expands its service offerings. All new icons should be designed to match the style of these icons. Bitswift Technology Brand Guidelines: First Edition / Brand Application Apparel 30 The Grid The grid is a customizable graphic that represents Bitswift’s services and the new model of IT, a decentralized network that enables digital transformation. The grid includes a series of hexagons that are all interconnected. The grid also includes various Bitswift icons distributed evenly throughout the grid. Icons may be added or removed as desired.

There are three variations of the Bitswift grid. »» The first variation incorporates the logo, where the grid is connected to the green hexagon in the logo. »» The second variation does not include the logo, but still uses the green hexagon located somewhere in the grid. »» The third variation does not include the logo or the green hexagon. The grid only consists of standard hexagons and icons. When customizing the grid, these guidelines are important to remember: »» All hexagons and icons should be an outline and may vary in size. »» Service icons should only appear in green. »» Hexagons and connecting lines should appear in blue, unless a specific application requires another colour. »» The outline of the hexagons and icons should be consistent. Bitswift Technology Brand Guidelines: First Edition / Brand Application Apparel 31 Apparel Apparel is a great way to reinforce the Bitswift brand while on the job site. To increase the effectiveness of these items, they should correspond with the overall look and simplicity of the Bitswift brand. Each piece should be well thought out and carefully designed. When ordering apparel or promotional items, it is best to be aware of quality. Items such as t-shirts are less likely to be used if they are low quality.

Work Polo Work Tee Bitswift Technology Brand Guidelines: First Edition / Brand Application Social Media 32 Social Media Social media provides a great opportunity to reach target audiences and allows them to interact with the brand. A standardized and unified look allows for brand recognition even with different messaging and photography.

Images Image Dimensions The profile image for any social platform should always be the symbol (or a variation of), as shown on Each platform requires different image the next page. The full logo should not be used here, as the profile image will always be accompanied dimensions. These have been outlined below. All by the name “Bitswift Technology.” It builds recognition with the symbol and is more effective at images should be created in RGB for best results. small sizes, such as when it is seen in a news feed. All images that include text or a logo should be Header images should use appropriate photography to provide context. Avoid trying to communicate exported as a PNG. Images without text or logos too much in the header image. That is what content is for. may be exported as a JPEG. Shared and in-stream images may include behind the scenes or on-site images. These images do not Twitter require additional design. However, when applicable, the logo can be effective and provide additional Header Image: 1500 x 500px emphasis to the post. Profile Image: 400 x 400px In-Stream Image: 506 x 253px

Facebook Cover Image: 828 x 315px Profile Image: 180 x 180px Shared Image: 1200 x 630px

Instagram Profile Image: 110 x 110px Photo Thumbnails: 161 x 161px Full Size Photo: 1080 x 1080px Bitswift Technology Brand Guidelines: First Edition / Brand Application Social Media 33

Profile & Cover Image

Technology Solutions

Shared & In-Stream Images