Design and Brand Guidelines DESIGN AND BRAND GUIDELINES INTRODUCTION These guidelines describe the visual These guidelines reflect aura® commit- and verbal elements that represent ment to quality, consistency and style. aura® corporate identity. This includes The logo, name, colors and identifying our name, logo and other elements elements are valuable company assets. such as color, type and graphics. Each of us is responsible for protecting the Sending a consistent and controlled company’s interests by preventing unau- message of who we are is essential to thorised or incorrect use of aura® name presenting a strong, unified image of and marks. our company. 1 DESIGN AND BRAND GUIDELINES Contents Introduction PAGE 1 SECTION 1 Aura Brand PAGE 3 SECTION 2 Corporate Logo PAGE 7 SECTION 3 Corporate Typography PAGE 15 SECTION 4 Corporate Color Palette PAGE 19 SECTION 5 Imagery PAGE 22 SECTION 6 Partner Program PAGE 25 2 DESIGN AND BRAND GUIDELINES SECTION 1 AURA BRAND - WHO WE ARE - OUR VALUES - VOICE AND TONE DESIGN AND BRAND GUIDELINES WHO WE ARE OUR MISSION Aura is a new kind of To make global communications simpler, better and more effective for every managed service provider. user, every organisation, anywhere. We provide support for OUR VISION global communications To give the best global service provider experience, using the best technology across a multitude of to connect business and people. technologies to deliver our customers SIMPLICITY. 4 DESIGN AND BRAND GUIDELINES OUR VALUES At Aura, our brand values are more than just HONESTY AND INTEGRITY words, they are a way of work, a way of life. We We have open and honest communications believe that a strong culture makes people with our customers, employees and partners. better and serve better our customers. As we grow, we strive to ensure our company culture remains alive and strong. INNOVATION We understand the industry, look beyond the trends, experiment new things. We lead the way forward. CUSTOMER CENTRIC What is right for our customers is right for us. We will never sell you something that is not right for you. PASSION We want to excel through quality, to delight our clients and enjoy what we do. FAILURE IS NOT AN OPTION When a problem appears too challenging, we try again differently, we don’t let go, don’t give up. WORK HARD PLAY HARD We empower and encourage our employees to explore new ideas, and strive for excellence, while enjoying what they do. 5 DESIGN AND BRAND GUIDELINES OUR VOICE AND TONE WHAT WE ARE Aura voice and tone is direct, confident and plainspoken. We differentiate from other We are confident. service providers by the way we communicate We are friendly, but professional. with the customers and users to make com- We are conversational, but clear and consise. munications feel simpler and honest. We are human, speaking to humans. We speak directly to humans, in a voice that can hear and recognize. HOW WE SPEAK We use simple words We provide real value We are honest and punchy When possible, commas will be swapped for full stops WHAT TO AVOID Hyperbolic language. Upsells and overpromises. Complicated abbreviations and jargon. 6 DESIGN AND BRAND GUIDELINES SECTION 2 CORPORATE LOGO - LOGO INTRODUCTION - LOGO APPLICATION - LOGO ELEMENTS - LOGO CONSTRUCTION AND CLEAR SPACE - INCORRECT LOGO APPLICATIONS DESIGN AND BRAND GUIDELINES LOGO INTRODUCTION THE LOGOTYPE Our logo is the key building block of our identity, the primary visual element that identifies us. The THE LOGO TITLE signature is a combination of the symbol itself Carefully chosen for its modern and yet refined, and our company name - they have a fixed highly legible style, which has been further relationship that should never be changed in any enhanced by the use of lower case letters. The way. font that is used here is Nexa. THE GENERAL LOGO THE FULL LOGOTYPE The main logo is the multi-colored logo used on aura® corporate logo comprises two elements, white or colored background. For darker and the logo symbol and logo type. The logo type has multi-colored backgrounds you will find an alter- been carefully chosen for its modern and yet native below. refined, highly legible style, which has been further enhanced by the use of lower case letters. The typeface is Nexa and has also been chosen to compliment and balance perfectly with the logo symbol. The corporate logo is presented through MULTICOLOR VERSION OUTLINED VERSION the use of a multi-color palette. Attention: Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. The logo multi-color version The logo outlined version will will be used when the back- be used when the back- ground color is light colored. ground color is dark, colored or multi-colored. 8 DESIGN AND BRAND GUIDELINES LOGO CONSTRUCTION CLEAR SPACE AND CLEAR SPACE It is important to keep corporate marks clear of 1x 1x FULL LOGO any other graphic elements. To regulate this, an Whenever you use the logo, it should be exclusion zone has been established around the surrounded with clear space to ensure its visibili- corporate mark. This exclusion zone indicates the ty and impact. No graphic elements of any kind closest any other graphic element or message should invade this zone. can be positioned in relation to the mark of the symbol itself and our company name - they have a fixed relationship that should never be changed in any way. 1x 1x 2.3x CLEAR SPACE 1x 1x LOGO SYMBOL 1x 1x 2x 1x 1x TEXT LOGO x 1x 1x 1x 9 DESIGN AND BRAND GUIDELINES HORIZONTAL LOGO CONSTRUCTION CLEAR SPACE AND CLEAR SPACE It is important to keep corporate marks clear of 1x 1x FULL HORIZONTAL LOGO any other graphic elements. To regulate this, an Whenever you use the logo, it exclusion zone has been established around the should be surrounded with corporate mark. This exclusion zone indicates the clear space to ensure its visibili- closest any other graphic element or message ty and impact. No graphic can be positioned in relation to the mark of the elements of any kind should symbol itself and our company name - they have 1x 1x invade this zone. a fixed relationship that should never be changed in any way. x 1x OUTLINED VERSION 1x 1x 1x 1x OUTLINED HORIZONTAL LOGO Whenever you use the outlined logo, it should be surrounded with clear space to ensure its visibility and impact. No graph- ic elements of any kind should 1x 1x invade this zone. 10 DESIGN AND BRAND GUIDELINES APPLICATION ON A BACKGROUND VERTICAL LOGOTYPE Light Background Multi-color Background HORIZONTAL LOGOTYPE Light Background Multi-color Background 11 DESIGN AND BRAND GUIDELINES POSITIVE AND NEGATIVE APPLICATION VERTICAL LOGOTYPE HORIZONTAL LOGOTYPE 12 DESIGN AND BRAND GUIDELINES MINIMUM LOGO SIZES VERTICAL LOGO HORIZONTAL LOGO 37 mm X 10 mm 21 mm X 18 mm 13 DESIGN AND BRAND GUIDELINES INCORRECT LOGO APPLICATIONS DONT’S 1. Do not invert the logo symbols 2. Do not alter the logo symbol 3. Do not change the colors of the logo symbol 4. Do not alter the logo type style 1 2 3 5. Do not change the size relationship between the logo symbol and the logo type 6. Never change the proportion or alter the appearance in anyway 4 5 6 14 DESIGN AND BRAND GUIDELINES SECTION 3 CORPORATE TYPOGRAPHY - CORPORATE FONTS AND TYPOGRAPHY - PRIMARY FONT - SECONDARY FONT DESIGN AND BRAND GUIDELINES CORPORATE FONTS PRIMARY FONT AND TYPOGRAPHY Typography plays an important role in communi- cating an overall tone and quality. Careful use of MONTSERRAT typography reinforces our personality and ensures clarity and harmony in all aura® commu- nications. We have selected Montserrat and Bold A B C D E F G H I J L M N Roboto Slab, which helps inject energy into every aura® communication, as the primary and O P Q R S T U V W X Y Z secondary corporate typefaces. a b c d e f g h i j l m n PRIMARY FONT o p q r s t u v w x y z MONTSERRAT Designer: Julieta Ulanovsky THE FONT Regular A B C D E F G H I J L M N The old posters and signs in the traditional Mont- serrat neighborhood of Buenos Aires inspired O P Q R S T U V W X Y Z Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that a b c d e f g h i j l m n emerged in the first half of the twentieth century. As urban development changes that place, it will o p q r s t u v w x y z never return to its original form and loses forever the designs that are so special and unique. The letters that inspired this project have work, dedi- Figures 1234567890 cation, care, color, contrast, light and life, day and night! These are the types that make the city look so beautiful. The Montserrat Project began with the idea to rescue what is in Montserrat and set it Special Characters free under a libre license, the SIL Open Font !”·$%&/()=?¿ License. ^Ǩ_:;>|@#¢∞ FONT DOWNLOAD LINK ¬÷“”≠´‚][𥆮 https://fonts.google.com/specimen/Montserrat €æœå∫∂ƒ ™¶§~ }–…„µß√©∑Ω≤\ª 16 DESIGN AND BRAND GUIDELINES CORPORATE FONTS SECONDARY FONT AND TYPOGRAPHY Typography plays an important role in communi- cating an overall tone and quality. Careful use of ROBOTO SLAB typography reinforces our personality and ensures clarity and harmony in all aura® commu- nications. We have selected Montserrat and Semi Bold A B C D E F G H I J L M N Roboto Slab, which helps inject energy into every aura® communication, as the primary and O P Q R S T U V W X Y Z secondary corporate typefaces.