White Raven's branding is essential to its user experience. This document was created to help communicate White Raven's branding guidelines for future usage of the platform. It is needed to ensure that the brand maintains a consistent look and feel regardless of the platform where it’s being used, and this requires strict dedication to standards. This guide is provided to keep White Raven's brand focused and unique.

1. BRANDBOOK

2. EyesApp’s branding is essential to its user experience.
This document was created to help communicate EyesApp’s branding guidelines for future
usage of the platform. It is needed to ensure that the brand maintains a consistent look and feel
regardless of the platform where it’s being used, and this requires strict dedication to standards.
This guide is provided to keep the EyesApp brand focused and unique.

3. Table of Contents
EyesApp brandbook / 03
Introduction
Core Values
Copy & Tone of Voice
Logo Usage
Incorrect Logo Usage
Color Palette
Typography
Tagline
04
05
06
09
10
11
12
13

4. Introduction
Designed for the modern generation of smartphone users, EyesApp is an app that helps
people stay conscious of their surroundings when constantly walking and being fixed on
their mobile screens. The app uses a unique combination of image processing and
machine deep learning technology that allows to recognize hazardous objects within a
person’s proximity and to give a timely warning just on time for the person to avoid them.
Modern societies feel the need to be connected 24/7. This becomes a growing concern
for both adults and the younger generation, who are constantly attached to their mobile
screens.
The number of accidents on the streets, associated with phone use on the go is
plumbing. From the exposure to social networks to video streaming to image sharing - it
becomes almost impossible to be present and aware one's surroundings.
EyesApp tackles this issue by introducing a groundbreaking technology that goes hand
in hand with today’s innovation. It helps keep people away from dangers, yet it doesn’t
interfere with their everyday life. The app aims to provide a safer future for hundreds of
millions of mobile users and a more secure world for kids and families around the globe.
EyesApp brandbook / 04

5. Core Values
Competence
Reliability
Freedom
Innovation
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6. Copy & Tone
of Voice Innovation FreedomReliability
A tone of voice both
embodies and expresses
the brand’s personality
and set of values.
EyesApp’s tone of voice
will be defined by the
brand’s core values.
EyesApp's technology establishes
a breakthrough in the mobile app
development in the field of safety and
security. This should be enhanced in the
copy by keeping the text fresh and modern.
The voice should be well constructed
and articulate with original content. The
sentences must be coherent and engaging.
EyesApp prides itself on offering a
solution that will help people avoid injuries,
therefore the copy should communicate
trustworthiness and project transparency.
One must transmit reasoning with clearly
defined phrases and choose wording that
is familiar to the majority of audiences,
including young people, families and
professionals.
EyesApp doesn’t interfere with a person’s
lifestyle and even helps one to keep it. This
feeling of freedom that one acquires can
be provoked by inspiring slogans and by
incorporating benefits of the app into text.
One must avoid words, that carry limiting
connotations while making use of words that
convey a feeling independence and control
over one’s actions.
EyesApp brandbook / 06

7. Competence
EyesApp believes in tailoring technology to the needs of the people and
in creating powerful products that allow people to live their lives to the
fullest. This should be reflected in the tone of voice by projecting a sense
of authority and knowledge. This can be done by using formal sentences
that are direct, constructive and reassuring.
EyesApp brandbook / 07

8. Rollupexample
EyesApp brandbook / 08

9. EyesApp brandbook / 09
Logo Usage
EyesApp's logo is a touchstone of the brand and one of its most valuable assets.
BACKGROUND COLORS
The preferred way to use the EyesApp logo is on a white background.
The logo can also be used on a black background in white.

10. EyesApp brandbook / 10
Incorrect Logo Usage
DON'T
1. Change the logo's orientation.
2. Add extraneous effects to the logo. This
includes but it is not limited to: bevel and
emboss, lighting effects and drop shadows.
3. Place the logo on busy background.
4. Change the logo colors.
5. Change the logo proportion.
6. Make alterations, additions or substitutions
to the words and colors contained in
the logo.
1. 3. 5.
2. 4. 6.

11. Color Palette
Color is a powerful tool that provides a quick means of identification. The EyesApp
color palette includes primary and secondary palettes.
PRIMARY COLOR PALETTE
The red and yellow gradient colors create a visual contrast and a young feel
identified with the brand. They associate with warning signs yet are aligned with
reliability and trustworthiness values of the brand. They will be used in a core
background and other additional elements, such as call to action buttons. Use
gradient fills to apply a graduated blend of the colors to create a smooth transition
effect.
SUPPORTING COLORS
The supporting colors are white and black, chosen with the intention to indicate the
brand's technological and innovative values. They will be used in texts and in case
there is a need for contrast to the primary palette.
Supporting colors
Primary colors
HEX
RGB
HSV
HEX
RGB
HSV
HEX
RGB
HSV
HEX
RGB
HSV
#000000
0 0 0
0 0 0
#d31f26
211 32 39
358 85 83
RGB 248 154 58
#ffffff
255 255 255
0 0 100
#fec439
255 196 57
42 78 99
EyesApp brandbook / 11

12. Typography
Questrial Regular
Mukta Malar Extre Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa
Aa
Typography is a key element to communicate a unified personality for EyesApp.
We have selected Questrial Regular and Bitter Bold as our fonts. Questrial is a
modern and clean font wish aligns with the brand values and the logo.
Questrial is a sans-serif typeface optimized for uses across print, web, and mobile
interfaces. The typeface is highly legible on screen and in small sizes.
Mukta Malar is a sans-Serif, bold and blunt font, chosen for use in headlines, to
contrast the fine lines of Questrial, and for making bolder statements.
When using Questrial for body copy, use it in a sentence case. Usually, title font size
needs to be three times the size of the body font size.
EyesApp brandbook / 12

13. Tagline
EyesApp brandbook / 13
"A Safer Way" the tagline communicates an essential purpose of the app, which is to keep people
safe while walking with limited vision. EyesApp's goal is to allow people to safely get to their
destination and keep them aware of their surroundings so that they can avoid possible injuries.
The tagline speaks to mobile users and businesses alike.
A Safer Way