2. Branding Guidelines 1
Table of
Contents
Introduction 01
Four components of a brand 03
Core values 05
Brand message 07
Brand personality 09
Brand Icons 13
Color Palette 14
Typography 15
Mock ups 16
Introduction
Brand Continuity
A consistent and cohesive brand requires a foundation built on discovery, data,
information, and knowledge. This document is representative of the data collected
through project research and outlines the common elements that make up the true
brand essence of Nidify Inc.
3. Branding GuidelinesBranding Guidelines 3
The Four
Components
of a Brand
CORE VALUES
The foundation of our institution and the pillars of every message we deliver.
BRAND MESSAGE
The overall message we’re trying to communicate, which all other messages
should support.
BRAND PERSONALITY
The overall tone and attitude we use to deliver our message, which determines
whether we’re a likable brand.
BRAND ICONS
The tools used to deliver our brand message and brand personality, including
colors, typefaces, and logos.
4. Branding GuidelinesBranding Guidelines 5
Core Values
EMPATHY
We don’t design for ourselves, but for the user, so we believe understanding who we
design for is the most important part of the process. We go beyond observation and
focus groups, we immerse ourselves in their experiences.
GROWTH
Personal growth and prosperity should not be limited by where someone comes from,
how much education they have, or who they know only by how big they can dream
and how determined they are to reach their goals.
COLLABORATION
We believe our employees are fountains of new ideas, fueling better products, services,
and processes. Cross-pollination between disciplines pools a diverse set of perspectives
ideas and experiences to work together toward a common goal.
INNOVATIVE PROBLEM SOLVING
Innovation is vital to making the world a better place and improving the quality of
life for everybody, so every day we search relentlessly for better solutions and try
new things.
5. Branding GuidelinesBranding Guidelines 7
Brand Message
OUR BRAND MESSAGE
Game-changing innovations have created new customer expectations, requiring
businesses to think differently. We are here to help embrace these changes, provide
peace of mind and respark excitement and motivation in your organization.
THE BIG IDEA
Helping organizations develop and execute strategies and processes while utilizing
and cultivating the minds of our emerging workforce.
THE SIMPLE IDEA
A business for changing mindsets and problem solving.
6. Branding GuidelinesBranding Guidelines 9
Personality
Energetic, Passionate,
Innovative, Approachable
Secondary
Driven, Insightful, Playful, Curious, Refreshing, Accessible
Tertiary
Empathetic, Fun, Affordable, Optimistic
Our Personality
Nidify is an insightful, vibrant, courageous, and energetic brand. Our brand voice
is passionate, approachable, and playful. As advocates for change, we express new
ideas and methodologies with confidence and assurance. We work with enthusiasm
and intellect, and are driven to surpass what has already been achieved. People want
to work with us because we think and work differently than traditional businesses.
Having fun is important at work. We’re firm believers in serious fun. We believe that
all people deserve the opportunity for creative growth based on how big they dream
and how hard they work, not where they come from and who they know. We want to
advocate that to become the norm everywhere.
8. Branding GuidelinesBranding Guidelines 13
Brand Icons
These designs should be used in all communication materials, inclusive of
websites, publications, letterhead and business cards, and e-marketing materials.
Restrictions
These marks may not be used in conjunction with the name or marks of any
other entity without the prior written permission of Nidify Inc. Marketing and
Communications team. If permission is granted to use both the company mark and
another party’s mark, the marks must be distinct and separate from one another and
neither mark may dominate the other in order to protect the integrity of both.
9. Branding GuidelinesBranding Guidelines 15
Color Palette
RGB (red, green, blue) colors are used for screen applications: web, email, video; they
represent the values of the three types of pixels that make up all colors in a screen or
monitor. The value of each of the pixels can range from 0 to 255.
CMYK colors are used for print applications; they represent the four inks used to create
all colors for printing: cyan, magenta, yellow, and black. K, for black, means “key” color
and is added to the other three to produce rich shadows and contrast. Otherwise, CMY
together produces a dark gray-ish brown. The values of each of the ink densities can
range from 0 to 100%.
CMYK: 40/0/0/100
RGB: 0/23/24
# 001718
CMYK: 0/0/0/0
RGB: 255/255/255
#FFFFFF
CMYK: 13/6/94/0
RGB: 229/217/46
# E5D92E
Typography
LANGDON
ABCDEFGHIJKLMNOPQRSTU
VWXYZ
Univers 85
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
Univers 75
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
Univers 55
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
