The Genesis Global Brand Guidelines Version 1.0 2020 Genesis Global Brand Guidelines Overview This document is a comprehensive guide to creating the proper visual expression of the Genesis brand. It provides detailed instructions for how to use our brand assets and implement them consistently across all media, channels and campaigns. Genesis Global Brand Guidelines Contents page Brand Tone of Voice 1.1 Colour Palette 1.8 Logo 1.2 Colour Specifications 1.9 Logo Lockups 1.3 Photography 2.0 Logo Colour Variations 1.4 Graphical Elements 2.1 Incorrect Use of the Logo 1.5 Factsheets 2.3 Primary Typeface 1.6 Whitepapers 2.4 Secondary Typeface 1.7 Social Assets 2.5 Infographics 2.6 Contact Details 2.7 Genesis Global Brand Guidelines 1.1 Brand Tone of Voice We are innovators and pioneers in the world of Financial Markets software. We help major global firms adapt to a constantly changing Innovators environment. Our tone of voice is professional and authoritative, but never distanced Pioneers or dispassionate. The way we speak should be direct and demonstrate our technical expertise, while also highlighting the intellectual curiosity that underpins our dynamic company. Experts We should sound excited to embrace new challenges, showing that we lead the way with innovative new solutions to Financial Markets Dynamic problems. Tone of voice top tips Ambitious When creating communications for Genesis, you should aim to: - Keep sentences simple and present information clearly - Use concise language - avoid overwriting - Use nouns and verbs rather than adverbs and adjectives​ - Use the active voice: e.g. ‘We decided…’ not ‘It was decided that…’​ - Write positively​ - emphasise results and outcomes Genesis Global Brand Guidelines 1.2 Logo Logo Basics The Genesis Logo is made up of three elements that work together as a whole - the symbol, the wordmark and the tagline. Symbol wordmark The Genesis Symbol or the ‘Genesis G’ features an Upper Case G interlinked with computer hardware nodes. This Symbol is key to the full logo but is also strong enough to stand alone. Wordmark The Genesis Wordmark is created using a modern sans-serif typeface for a clean, legible look. symbol tagline Tagline The Genesis Tagline is also created using a modern sans-serif typeface and communicates the core fundamentals of the Genesis Low code Application Platform. Genesis Global Brand Guidelines 1.3 Logo Lockups Logo Lockups There are many variations of the Genesis Logo and it is Full Logo with Tagline important to note when appropriate to use each one. Where possible, the full Logo with tagline takes precedence. However, when working at a smaller scale, it Full Logo Stacked is preferred to use a version without the tagline to retain full legibility. In instances where the brand has already been established, use of the symbol is acceptable. Wordmark Stacked For each of these lockups, only the approved artwork should be used. No new tagline lockups should be created without the consent of Genesis Global. Symbol Genesis Global Brand Guidelines 1.4 Logo Colour Variations Positive Logo Logo Colour Variations It is suitable to use the Genesis logo in either positive or reverse format. There are three versions of the positive format and two versions of the reverse format. Positive Logo Usage It is important to note what backgrounds are acceptable when placing the Genesis logo. The positive logo should only be placed over light, simple backgrounds to ensure the details are not obstructed or lost. Positive / Reverse Logo The reverse logo should be placed over Genesis ‘charcoal grey’, black or dark background areas. While it is acceptable to use the Genesis logo over Reverse Logo photographs or video, great care must be taken to ensure legibility in all instances. Reverse Logo over photo background Genesis Global Brand Guidelines 1.5 Incorrect Use of the Logo Examples of Misuse The following are examples for how NOT to use the Genesis logo. Do NOT stretch or distort the logo Do NOT crop the logo. Do NOT place the logo over in any way. non-approved colours. Here at we have the only Low-Code Application Platform built for Financial Markets. Do NOT place the logo against Do NOT alter the colours in the Do NOT use the logo as part of a overly busy imagery. logo. sentence. Genesis Global Brand Guidelines 1.6 Primary Typeface Adelle Sans Thin Adelle Sans The primary typeface for Genesis materials is Adelle Sans, a cleanly styled and flexible sans-serif face which comes Adelle Sans Light in a variety of weights. Headings Adelle Sans Bold should be reserved for headings but the Adelle Sans Regular font is also effective when font weights are combined like the title on this page. Subheadings Adelle Sans SemiBold and Regular are both effective Adelle Sans SemiBold when styling subheadings. Adelle Sans Bold Adelle Sans Black Genesis Global Brand Guidelines 1.7 Secondary Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ Lato Lato Light abcdefghijklmnopqrstuvwxyz The Lato family should be used for body copy and only 1234567890 (.,;:?!@%&-*) for headings when Adele Sans is not available. This is primarily used for Keynote and PowerPoint ABCDEFGHIJKLMNOPQRSTUVWXYZ presentations where Adelle Sans may not be available to Lato Regular abcdefghijklmnopqrstuvwxyz all presenters. Equivalents are available in Light, Regular, 1234567890 (.,;:?!@%&-*) SemiBold, Bold and ExtraBold. ABCDEFGHIJKLMNOPQRSTUVWXYZ Other Typefaces Lato SemiBold abcdefghijklmnopqrstuvwxyz Only in rare exceptions should other typefaces not specified in these guidelines be used. 1234567890 (.,;:?!@%&-*) However, there are certain situations, such as internal ABCDEFGHIJKLMNOPQRSTUVWXYZ events or special campaigns where a unique theme or Lato Bold abcdefghijklmnopqrstuvwxyz tone requires a specific typographic style to communicate 1234567890 (.,;:?!@%&-*) effectively. ABCDEFGHIJKLMNOPQRSTUVWXYZ Lato ExtraBold abcdefghijklmnopqrstuvwxyz 1234567890 (.,;:?!@%&-*) Genesis Global Brand Guidelines 1.8 Colour Palette Genesis Colours The Genesis Full Colour Palette is made up of colours typically Full Colour Palette found in technology and software. Colour Gradients The Genesis colour gradients should be used sparingly so as Gradient 1 not to overwhelm the brand. These can be used effectively over images and, when necessary, to highlight bold text statements in white. Gradient 2 Gradient 3 Genesis Global Brand Guidelines 1.9 Colour Specifications Colour Specifications CMYK RGB HEX Always use the exact colour values listed in these Genesis Navy C:99 M:82 Y:44 K:49 R:23 G:40 B:67 #172843 guidelines. Do not use colour references or values from files that have been converted automatically between Ocean Blue C:71 M:0 Y:12 K:0 R:17 G:187 B:222 #11BBDE colour modes (for example, CMYK to RGB). Charcoal Grey C:72 M:62 Y:58 K:73 R:29 G:29 B:29 #292929 Some software programs do not always make colour conversions that are equal to the specific colour values Silver Grey C:7 M:5 Y:6 K:0 R:239 G:239 B:239 #EFEFEF listed in the palette specifications. Slight variances in colour may occur when the colors are printed through White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 #FFFFFF different processes or reproduced in different media. Use only the colour specifications listed. Genesis Global Brand Guidelines 2.0 Photography Using Photography Photography is an essential component of the Genesis visual identity. The presence of photography should reinforce the technology aspects that are at the core of the Genesis ethos. Photographic Style It is important that photography maintains a high degree of quality and communicates a message that is authentic, modern and technological. Photographic content The subject matter should always involve technology that is up-to-date and where possible display people using technology or applications that are relevant to Genesis. Genesis Global Brand Guidelines 2.1 Graphical Elements Graphical Elements Graphical elements and overlays can be added to Genesis assets where relevant to enhance the message being conveyed. When to Use It is recommended to use them sparingly, when the use of a stock photo will not suffice or communicate the message clearly. Photographic content The Graphical elements also work well when overlaid on top of photography. This technique can be effectively utilised in content for the web: social posts etc. The examples to the right show effective use of graphcial overlays in Genesis assets. Genesis Global Brand Guidelines 2.2 The Guidelines in Action Now that we’ve established all identity components and how to execute them, the following pages showcase real pieces of communication. The Genesis visual identity comes together in a showcase of examples spanning digital, print & video. Genesis Global Brand Guidelines 2.3 Fact Sheets Fact sheets are an effective way to share detailed information about our platform and our applications, typically in the form of 2-page documents. They follow a straightforward 1- or 2-column grid design, which is flexible enough to accommodate columns of text - along with screen captures and photographs, as needed. Type is set in charcoal gray or navy blue for main copy, with ocean blue used for emphasis and for pull quotes. The front page usually features a larger ‘header’ image, followed by a supporting headline. The lower portion of the back page is used to highlight the ‘About Genesis’ information. Genesis Global Brand Guidelines 2.4 White Papers As we continue to innovate in Low-Code and No-Code for Financial Markets, it’s important for us to publish white papers that demonstrate our thought leadership. These in-depth assessments of topics such as the latest market trends offer a detailed analysis of how our platform and applications can help our customers to operate more efficiently and achieve greater success. The design follows a straightforward 1- or 2-column grid, mixing highly legible copy, relevant imagery, and charts and graphs that offer high-level information at a glance.