VERSION 1 STYLE GUIDE

Rebrand by Andrew Johnson [email protected] aetherpoint.com

Page 1 1. INTRODUCTION 2. IDENTITY 3. FOUNDATIONAL GRID 4. THE LOGO 5. LOGO CONTEXTS AND USE 6. ICONOGRAPHY 7. TYPOGRAPHY 8. THANKS

Page 2 VERSION 1 1. INTRODUCTION

The Version 1 Native Instruments Brand Guidelines serve as a reference to ensure Native Instrument’s Brand and Visual Identity are upheld consistantly across various forms of media, collateral, and products.

Native Instruments is leader in audio software and hardware solutions and aims to push the boundaries of technology within its products for the professor and casual music artist / audio designer.

Native Instruments strives to communicate and emphasize strong usability, integration, synergy and quality amongst its various cutting edge products and branding collateral.

In order to maintain visual consistency for this visual, Native Instruments utilizes a universal grid system.

Page 3 VERSION 1 2. IDENTITY

Native Instruments identifies with four main principles of its ‘square’. They are:

USABILITY - Native Instrument products place an extremely usably tool in the hands of the musicians. In order for creativity flow, products need to be a natural extension of the user and allow of ease of expression. To this this, Native Instrument products inherently have a balance of organization and freedom for musical expression and motif generating.

INTEGRATION - Native Instruments products continue to contain a high degree of integration between both hardware and software. In addition, Native Instruments software maintains a high degree of integration.

SYNERGY - Native Instruments holds a unique position creating leading hardware and software products. These products work together to great a seamless workflow for any musician.

QUALITY - Native Instruments is committed to creating quality hardware and software that lasts while providing precision control and professional sound.

Page 4 VERSION 1 3. FOUNDATIONAL GRID

Native Instruments utilizes a very basic underlying grid structure throughout its collatoral and products. The basic square alludes to Native Instruments Integration between products as well as the solidarity of its products.

Native Instruments utilizes a fl exible modular grid system based around the Golden Ratio. The size of the grid is entirely scalable, while the proportional relationships are locked to the grid.

Page 5 VERSION 1 4. THE LOGO

The Native Instruments Logo aims to project each of its four principles visually. A horizontal and vertical version exist to make the best use of space.

USABILITY - The design is simple, accessible and distilled geometric form. It alludes to the touchable button of a drum pad or a solid box.

INTEGRATION - The notch on the square alludes to connectivity and modularity of Native Instrument’s many products.

SYNERGY - The square form is reusable and plays a visual role in Native Instrument’s individual product branding. The square can make up part of a whole.

QUALITY - The stripped down, proportionate logo maintains visual order and precision.

NATIVE INSTRUMENTS

NATIVE INSTRUMENTS

Page 6 VERSION 1 4. THE LOGO: Proportions

Both the logotype orientations rely on their foundational gridsystem of whole and continuing 1/2 proportions.

NATIVE INSTRUMENTS

NATIVE INSTRUMENTS

Page 7 VERSION 1 4. THE LOGO: Colors

While the Native Instruments Logo is typically is color agnostic to maximize its universality, it has a set of brand colors that can be applied when beneficial to the brands specific context.

#7CC6F2 #F7D72F #252525 #F1F1F2 C=60 M=0 Y=0 K=0 C=0 M=13 Y=100 K=0 C=71 M=66 Y=64 K=73 C=0 M=0 Y=0 K=5

NATIVE INSTRUMENTS

NATIVE INSTRUMENTS

NATIVE INSTRUMENTS

NATIVE INSTRUMENTS

Page 8 VERSION 1 5. LOGO CONTEXT AND USE

In order to maximize it’s impact, proper space must be given to the logotype. Leave proportionate negative space around the logotype to allow it to breathe.

Native Instruments imagery should emphasize professional musical artists having fun but also crafting their sounds easily and creatively.

NI NI NI NI NI NATIVE INSTRUMENTS NI NI

NI NI NI

NATIVE INSTRUMENTS NI

Page 9 VERSION 1 6. ICONOGRAPHY

In order to maintain visual brand parity, Native Instruments utilizes a very specific type of iconography within and between its main and sub brand logotypes. When representing sub brands, the Native Instruments logo always takes a 2x propotional precidence over its sub brands.

Page 10 VERSION 1 6. ICONOGRAPHY

Native Instruments has several sub brands which are also visually cohesive to the same grid system and proportions for the main Native Instruments logotype.

MASSIVE

KONTACT

TRAKTOR

KOMPLETE

Page 11 VERSION 1 6. ICONOGRAPHY

The sub brands can also stand alone for use in their respective products. Both solid and outlined version are provided for various uses.

Page 12 VERSION 1 7. TYPOGRAPHY

Native Instruments uses the family Geogrotesque for its type. The two font intermediate wieghts speak to Native Instrument’s high degree of sophistication:

Geogrotesque Semibold (12pt) Geogrotesque Light (12pt)

Leading, while not specifi ed for body copy, must remain consistant with the overall designs grid system.

Headers also should utilize a proportionate scale and utilize Geogrotesque Semibold. Heading 1 (36pt) Heading 2 (24pt)

Heading 3 (12pt)

Native Instruments uses Geogrotesque light for the logo.

NATIVE INSTRUMENTS

Page 13 VERSION 1 8. THANKS

Professor Farrier

Professor Bowden

Professor Roberts

Professor Currier

Alain Montes

Page 14