Uncommon solutions brand guidelines kit book

1. Brand Book
2020

2. Table Of Contents
1.0 Logo
1.1 Identity
1.2 Logo: Elements
1.3 Logo: Variations
1.4 Logo Use
1.5 Logo Misuse
1.6 Mark
1.7 Co-Branding
2.0 Color
2.1 Color Palette
2.2 Color Distribution Chart
2.3 Soft Black / Grayscale
2.4 Color Use
2.5 Color Misuse
04
05
06
07
08
09
10
12
13
14
15
16
4.0 Brand In use
4.1 Business card
4.2 Banner
4.3 Invoice
4.4 Mug Design
4.5 Powerpoint Template
22
23
24
25
26
3.0 Typography
3.1 Brand Typefaces
3.2 Rules + Hierarchy
3.3 System Fonts
18
19
20
Uncommon Solutions Brand Guideline Table Of Contents Page 2

3. Logo
Brand Guideline

4. Identity
The Uncommon Solutions logo is
composed of the Clock and
Compass icon and the Uncommon
Solutions wordmark. Together,
they create the core of our identity:
our logo.
Uncommon Solutions Brand Guideline Logo Page 4

5. Logo: Elements
Our logo is the very center of our personality,
making an unquestionable connection
between our brand and our items. It
additionally helps bring our brand character
and personality to life.
The “x” space between the logo and
wordmark functions as a way to generate a
clear space.
Ensure that the logo has clear spacing around
it, as shown here. A minimum of 2x space
should be used.
The logo should always remain legible when
sizing down.
Uncommon Solutions logo elements
Uncommon Solutions Brand Guideline Logo Page 5
Uncommon Solutions logo clear space
a. Icon
b. wordmark
X = Width of The letter ‘O’
in the wordmark

6. A. B.
C. D.
E. F.
Logo: Variations
Uncommon Solutions Brand Guideline Logo Page 6

7. Examples of approved logo usage.
Logo Use
Uncommon Solutions Brand Guideline Logo Page 7

8. To preserve the integrity of the brand identity, avoid
misusing the logo in any of the ways shown here.
Do not stretch, squeeze or distort any part of the
logo. Always scale uniformly.
Do not place the white logo over white part of
image. Alwayes Maintain Contrast.
Do not use any unspecified colors in the logo. Do not outline the logo or mark. Do not outline the logo or mark.
Do not place the drak logo over drak part of
image. Alwayes Maintain Contrast.
Do not place color logo over on black and white
image.
Do not add any effect to the logo. Do not change the typeface within the wordmark
Logo Misuse
Uncommon Solutions Brand Guideline Logo Page 8
Uncommon
Solutins

9. Our mark is the shorthand for our logo. It comes to life in a range of ways in our graphic
system. Other uses include social media, favicon and merchandise. Additional guidance can
be found in the Graphic Elements section starting on p. **00**.
Our social avatar should be kept
consistent across social channels. The full
logo version may be used for a period of
time while brand recognition is
established. When switching to the mark
version, all channels should be
updated accordingly.
Mark
Mark
Fav Icon
Uncommon Solutions Brand Guideline Logo Page 9
Social Avatar
Note:

10. At times, the Uncommon Solutions
logo will need to appear with or
alongside partner logos. These usage
guidelines preserve our brand
integrity when we have control of the
logo’s use and when it’s handed off to
a third party organization or partner.
Balance
To emphasize partnership,
both logos should appear
balanced and equal in size.
Clearspace
Use clearspace guidance
on p. **00** for each logo
to retain legibility and
establish brand clarity.
Note
Clearspace guidance
is the minumum
recommonded
amount. More space
may be added in
order to maintain
balance depending
on the situation.
Co-Branding
Horizantal Vertical
Uncommon Solutions Brand Guideline Logo Page 10

11. Color
Brand Guideline

12. These are the colors associated with
Uncommon Solutions. Violet and
yellow is our primary brand color and
is used in the logo. Tangerine and
Lavender are our secondary colors
while Sunflower, Mint and Dragonfruit
may be used asaccent colors.
Color Pallete
Uncommon Solutions Brand Guideline Color Page 12
Dark Purple
Hex: #200e21
RGB: R33 G0 B33
CMYK: C75 M83 Y55 K74
Pantone: 7449 CP
Hex: #99E5D1
RGB: R153 G229 B209
CMYK: C37 M0 Y24 K0
Pantone: 331 C
Hex: #1f2b7b
RGB: R31 G43 B123
CMYK: C100 M96 Y20 K8
Pantone: 100-8 C
Hex: #d50e50
RGB: R213 G14 B80
CMYK: C11 M100 Y59 K1
Pantone: 62-16 C
Hex: #fcd60b
RGB: R38 G5 B35
CMYK: C73 M85 Y54 K72
Pantone: 7449 Cp
Hex: #e4e5e6
RGB: R228 G229 B230
CMYK: C9 M6 Y6 K0
Pantone: P 179-2 C
Mint
Navy Blue
Cool Grey 1C
US Yellow
RUBY

13. Colors should be used in the
proportions demonstrated in
this chart. Additional examples
for specific color use are
outlined below:
- Logo
- Background Color
- Text (headlines, subheadings)
Color Distribution
Dark Purple
– Secondary use for background
color
– Secondary use for headlines
and subheadings
– Graphic elements on Dark
Purple background
– Minimal use for highlighting
words in headlines
Yellow
– Minimal use for background
color and headlines
– Graphic elements on Violet
background
– Minimal use for highlighting
words in headlines
Navy Blue
– Graphic elements on Violet
background
– Minimal use for highlighting
words in headlines
Grey, Mint and Ruby
Uncommon Solutions Brand Guideline Color Page 13

14. A special grayscale palette has been
created for the brand. Soft Black and
its tints are primarily used for body
copy and to add flexibility for both
editorial and digital collateral.
Soft Black / Grayscale
Uncommon Solutions Brand Guideline Color Page 14
Soft Black
Hex: #242428
RGB: R36 G36 B40
CMYK: C74 M68 Y61 K69
Pantone: 419 C
Hex: #BDBDBF
RGB: R189 G189 B191
CMYK: C26 M21 Y20 K0
Pantone: 419 C 30%
Hex: #F5F5F5
RGB: R245 G245 B245
CMYK: C3 M2 Y2 K0
Pantone: 419 C 5%
Hex: #FFFFFF
RGB: R255 G255 B255
CMYK: C0 M0 Y0 K0
Pantone: N/A
Hex: #E8E8EB
RGB: R232 G232 B235
CMYK: C7 M6 Y4 K0
Pantone: 419 C 10%
Hex: #7A7A80
RGB: R122 G122 B128
CMYK: C54 M46 Y42 K9
Pantone: 419 C 60%
30% Soft Black
5% Soft Black
60% Soft Black
10% Soft Black
White

15. Color Use
Uncommon Solutions Brand Guideline Color Page 15
Examples of approved Color usage.
Text
Text
Text Text Text
Text
Text
Text Text

16. Color Misuse
Uncommon Solutions Brand Guideline Color Page 16
Please refrain from using the colors in these ways.
Text
Text
Text Text Text
Text
Text
Text Text

17. Typography
Brand Guideline

18. Brand Typeface
Montserrat
Thin Thin Italic ExtraLight
ExtraLight Italic Light Light Italic
Regular Italic Medium
Medium Italic SemiBold SemiBold Italic
Bold Bold Italic ExtraBold
ExtraBold Italic Black Black Italic
Uncommon Solutions Brand Guideline Typography Page 18
Montserrat is our brand typeface. These are the weights that may be used across collateral.

19. Rules + Hierarchy
Uncommon Solutions Brand Guideline Typography Page 19
Fonts should be used according
to the rules outlined here.
Typeface: Montserrat Black
Leading: Type size x 1.2
(e.g. 30pt type = 36pt leading)
Kerning: Optical
Tracking: 0
Case: Title Case
Color: Dark Purple
Typeface: Montserrat Bold
Leading: Type size x 1.35
(e.g. 15pt type = 20.25pt leading)
Kerning: Optical
Tracking: 0
Case: Sentence Case
Color: Ruby 80%
Typeface: Montserrat Medium
Leading: Type size x 1.3
(e.g. 10pt type = 13pt leading)
Kerning: Optical
Tracking: 0
Case: Uppercase
Color: Dark Purple
Typeface: Montserrat Regular
Leading: Type size x 1.5
(e.g. 8pt type = 12pt leading)
Kerning: Optical
Tracking: 0
Case: Sentence Case
Color: Black 60%
Typeface: Montserrat Black
Leading: Type size x 1.2
(e.g. 30pt type = 36pt leading)
Kerning: Optical
Tracking: 0
Case: Title Case
Color: Violet
Headlines
Sub-Headline One
Sub-Headline Two
Body Copy
Pull Quote
Come Work
With Us.
“The elevator to success
is out of order. You’ll
have to use the stairs,
one step at a time.”
-Joe Girard
A sentence case sub–heading
with leading information
SECOND SUBHEADING
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris
in lectus vitae turpis fringilla pretium. Donec auctor ipsum
dolor, quis auctor neque interdum non. Integer molestie
vestibulum nulla, eu dignissim ante pulvinar in. Suspendisse
malesuada feugiat porttitor. Nulla facilisi. Phasellus consectetur
molestie ante id dapibus. Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Mauris lectus vitae turpis fringilla pretium.
Donec auctor ipsum dolor, quis auctor neque interdum non.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris
in lectus vitae turpis fringilla pretium.

20. System Fonts
ARIAL
BOLD BOLD ITALIC
REGULAR
BLACK
ITALIC
Uncommon Solutions Brand Guideline Typography Page 20
For cases where the main brand typefaces cannot be accessed (such as a third-party screen presentation), use these universally
accessible typefaces in substitution.

21. Brand In Use
Brand Guideline

22. Business Cards
Uncommon Solutions Brand Guideline Brand In Use Page 22

23. Invoice
Uncommon Solutions Brand Guideline Brand In Use Page 24

24. Mug Design
Uncommon Solutions Brand Guideline Brand In Use Page 25

25. Powerpoint Template
Uncommon Solutions Brand Guideline Brand In Use Page 26