This document provides guidelines for creating visual materials that align with SketchDeck's brand identity, including its logo, colors, typefaces, graphics, photos, and text. It outlines rules for proper usage of these brand elements and includes asset downloads. The goal is to help communicate SketchDeck's personality as both a tech startup and global design community in a warm, friendly, and flexible manner.

1. Brand book
B R A N D A N D I D E N T I T Y G U I D E L I N E S

2. This document provides visual guidelines and
recommendations to help you create material that
looks and feels like SketchDeck, no matter the
medium or audience.
Welcome
to the
SketchDeck
brand
guidelines Download all assets
22SketchDeck brand guidelines1 2

3. Table of contents
IDENTITY
LOGO
COLORS
TYPE
GRAPHICS
PHOTO
TEXT
APPS
SITE PREVIEWS
ALL BRAND ASSETS
Click on the section you want to view to automatically
jump to the correct page.
01 06
02 07
03 08
04 09
1005
SketchDeck brand guidelines 43

4. 01Identity
6

5. 8
This brand is for
you This brand was designed with you in mind, and
was created to showcase all of our work. Each
element of the brand is tailored to show our
warm and friendly personality, as well as give us
the opportunity to exhibit the work that we do
for clients. The brand will grow with us and be
flexible enough to adapt to the ever-changing
landscape of graphic design.
I D E N T I T Y
8SketchDeck brand guidelines7

6. DesignTech
We’re a global community of designers, learning, sharing
and inspiring each other. We like fun. We know that
creativity can solve our greatest problems. We want to
live lives of richness and colour, exploring and fulfilling our
potential. The design side of our personality lets clients
know we are creative leaders.
We’re a silicon valley tech startup. We solve problems with
software. We aim to grow fast. Our web platform lets us build
a global community, provide 24/7 collaboration and a more
delightful design service than humans could alone. We work
with many other tech companies, and the tech side of our
personality speaks their language.
-ism
Dual-SketchDeck brand guidelines 1 09

7. SketchDeck brand guidelines 1 21 1
Make
design
happen
SketchDeck makes design happen. Our clients need
beautiful design that helps them succeed, and we deliver
this. We offer the perfect blend of quality, creativity,
convenience and fair prices.
I D E N T I T Y

8. SketchDeck brand guidelines 1 41 3
Visual identity:
The meta-scrap book
Because of our dual nature, our brand needs to reflect the
joining of tech and design. Tech by nature takes a back seat
visually: it is the silent supporter, or the frame around the art.
Design takes the foreground and is created for our clients. It is
what sits inside of the frame. Between that there is us, which
is visualized with the meta-scrapbook. You can think of it as
visualizing how the art is put in the frame. It is the moment
when tech and design meet, and it is where you can see the
human touch. That is us, and that is how we will represent
ourselves to the world.
Go to brand assets
I D E N T I T Y

9. ConeyIslandPictures-Rebrand
Cardpop,Logo
TripToParisInfographic,HouseTrip
Littlecharacters,Aleksey,Ukraine
Elements
Something in the state of being designed
One element taken from a larger design
Custom design from one of our SketchDeckers
01
02
03
03
02
01
01
SketchDeck brand guidelines 1 61 5
I D E N T I T Y

10. 02Download assets
Logo
1 8

11. Our new logo represents the two sides of our company, design and technology, coming together. We also did a
new face for the word mark to compliment our new logo and add to our visual personality.
SketchDeck brand guidelines 2 01 9
L O G O

12. The type face is a modified GT Walsheim. Dots show the modifications.
L O G O
SketchDeck brand guidelines 2 22 1

13. Here is our secondary logo lockup. This is only to be used in specific cases
when you need a center aligned logo for a specific reason.
Here is our main logo lockup, black on white. If you have a dark
background use the white for higher contrast.
L O G O
SketchDeck brand guidelines 2 42 3 2 4

14. Clear space
To preserve the integrity of the logo, a minimum clear space around it should always be
maintained. This clear space insulates the logo from distracting graphic elements such as other
logos, copy, illustrations or photography.
Minimum size
The minimum width of the full logo is 1.5 inches for print applications and 110 pixels for
digital applications.
For any sizes under these values, use the logomark only.
M I N I M U M P I X E L S I Z E
110 px
M I N I M U M P R I N T S I Z E
1.5 in
When uploading an avatar for a site that uses round cropping (e.g. Google/YouTube) please
make sure you have enough padding on each side to ensure breathing space. Round cropping
can make our logo look off balance.
SketchDeck brand guidelines 2 62 5
L O G O

15. 1.5x height
L O G O
L O G O
1.5x height
Collaborations
The halfpipe knows how to play ball with all the other logos.
They keep their distance and have a little x between them so
everyone knows they’re friends, with boundaries.
SketchDeck brand guidelines 2 82 7
L O G O

16. P H O T O / G R A P H I C
03Colors
3 0

17. Color (1)
Our main colors will be black and white to give a nice frame to showcase our work.
We have also widened the overall color palette to balance the stark minimalism and
add consistency to our UI elements.
Black
CMYK 71, 64, 59, 75
RGB 39, 37, 37
HEX #272525
White
CMYK 0, 0, 0, 0
RGB 255, 255, 255
HEX #ffffff
Download assets
SketchDeck brand guidelines 3 23 1
C O L O R S

18. Red
CMYK 3, 61, 72, 0
RGB 238, 128, 84
HEX #EE8054
Orange
CMYK 2, 28, 81, 0
RGB 248, 187, 77
HEX #F8BB4D
Color (2)
Yellow
CMYK 8, 8, 86, 0
RGB 239, 218, 68
HEX #EFDA44
Green
CMYK 30, 0, 75, 0
RGB 188, 221, 104
HEX #BCDD68
Blue
CMYK 61, 0, 10, 0
RGB 74, 197, 224
HEX #4AC5E0
SketchDeck brand guidelines3 3
C O L O R S
3 4

19. Beige
CMYK 9, 9, 32, 0
RGB 233, 222, 182
HEX #E9DEB6
Grey
CMYK 25, 20, 20, 0
RGB 192, 192, 192
HEX #C0C0C0
Color (3)
SketchDeck brand guidelines 3 63 5
C O L O R S
3 6

20. Used for most backgrounds and text colors.
These will be used sparingly in collateral materials,
graphs, half-pipes etc. to balance the stark minimalism
of the rest of our brand. If using the colors all together
please use as a spectrum (in order).
We have created a
flexible brand, allowing
it to easily adapt to the
ever-changing landscape
of graphic design.
For that reason, our color rules allow for flexibility and ingeniuty, while still adhering
to the minimalism of our brand.
Usage
Used for lines, dividers, some text, and some backgrounds.
SketchDeck brand guidelines 3 83 7 3 8
C O L O R S

21. WHAT’S YOUR
04Download assets
AaBbCcDdEeFfGg
4 0

22. Eina02
T Y P O G R A P H Y
Light
Regular
Semibold
Bold
We chose Eina02 as our font to compliment and add personality
to our minimalist branding. On its own, Eina02’s warm personality
shines through, bringing a friendliness to our brand.
The font was originally designed for “EINA, University Centre of
Design and Art” and the full suite of Eina can also be used to teach
typography. The full suite consists of 4 font families, Rational,
Humanist, Geometric, and Industrial. Eina02 is the Humanist
version.
SketchDeck brand guidelines 4 24 1

23. Num es endam que dolore voloriae ium inciend uciendi
taspelis mossimodit quae velenderum sit verrumquo
exerfernam fugia quaecte mperem aliquatis cust volesed quia
simus mo esequi sin non cum et eatecest quossit ionsequ
iaturessi cust, quate pa niet voloria dit lat a conse dolupie
nduntem rererferum quo ipsa quod enis pe earitatemodi cuptis
volori saero magnate mpelibus ad uta doloreiust aute
Kerning
For kerning choose ‘Metrics’ option
Num es endam que dolore voloriae ium inciend uciendi
taspelis mossimodit quae velenderum sit verrumquo
exerfernam fugia quaecte mperem aliquatis cust volesed quia
simus mo esequi sin non cum et eatecest quossit ionsequ
iaturessi cust, quate pa niet voloria dit lat a conse dolupie
nduntem rererferum quo ipsa quod enis pe earitatemodi
cuptis volori saero magnate mpelibus ad uta doloreiust aute
conserciae la nonseque nesedistibus evel eaqui te vent volupti
ameniant magniendel mo ex ent imus maximus, sunt, ut
autatum faciae. Cipsanti dolorum excepra tectamus sequoditi
odis doluptio. Itat maxime volupti quo magnienis si qui ius
minusanducil imus veni doluptat quiatiae acculle ntestrum eat
occus at est, si idelest labo. Nam etur solupta
Leading
Num es endam que dolore voloriae ium inciend uciendi
taspelis mossimodit quae velenderum sit verrumquo
exerfernam fugia quaecte mperem aliquatis cust volesed quia
simus mo esequi sin non cum et eatecest quossit ionsequ
iaturessi cust, quate pa niet voloria dit lat a conse dolupie
Cipsanti dolorum excepra tectamus sequoditi odis doluptio.
Itat maxime volupti quo magnienis si qui ius minusanducil imus
veni doluptat quiatiae acculle ntestrum eat occus at est, si
idelest labo. Nam etur solupta d uta doloreiust aute conserciae
la nonseque nesedistibus evel eaqui te vent
Paragraph style
No specific paragraph stylesLine spacing is 1.5 aprox...
Example: body text 14 pt/line spacing 24 pt
If using this document, please see the Character and Paragraph Style for text styles.
When working outside of Indd use the below.
SketchDeck brand guidelines4 3
T Y P O G R A P H Y
SketchDeck brand guidelines 4 44 3

24. 05Graphics
4 6

25. These are to be used on our shelf and collateral materials.
SmallLarge
These are to be used in UI elements and some collateral
materials to give a small hint of flair.
Download assets
SketchDeck brand guidelines 4 84 7
G R A P H I C S
4 8

26. Icon design
Stroke guide
Weight: 7 pt
Color: SD Black (see color swatch)
Style: Butt Cap, Miter Join, Align Stroke to centre
Color guide
Range: Red, Orange, Yellow, Blue
DO NOT change artboard size and name
ADD white shape background on your icon area
Correct
Example
Wrong
SketchDeck brand guidelines 5 04 9
G R A P H I C S
5 0

27. 06Photos
5 25 1

28. A new dawn.
Photos
Overall, our brand will not be photo-heavy, but
if you do need to use a photo for marketing,
or other cases, use ones that are minimalistic,
communicate a visual metaphor, or contain a
circular element, so we can add in a halfpipe.
Avoid obvious clichés, such as pictures of hipster’s
houses, people holding phones, boardrooms etc.
Scale to
new design
heights
Get your marketing
people on board.
Around-the-clock
designs
Design for business.
Design for business. Design for business.
Save your marketing
team time and money.
See photo examples
SketchDeck brand guidelines 5 45 3
P H O T O G R A P H Y

29. 07Text
5 6

30. Quotes/filler text
“Lorem ipsum dolor
sit amet, consectetur
adipiscing elit. Aenean
et risus vitae sapien
bibendum cursus.”
For quotes please use one of the quotes on the
right. For all lorem ipsum please use the one
linked in the button below.
Design for business. Design for business.
Filler text
SketchDeck brand guidelines 5 85 7
T E X T

31. 08Applications
24
14
16
14
10 6 0
A P P L I C A T I O N S
6 0

32. PowerPoint
template
Download assets
SketchDeck brand guidelines 6 26 1
A P P L I C A T I O N S
6 2

33. Create your samples directly in
this file. That means don’t start
a new presentation – just start
working in this template.
Why are we doing this ?
• Ensures the PowerPoint file is set to
the correct language (English)
• Ensures the PowerPoint file is set to
the correct size (13.33 in x 7.5 in)
Instructions
01SA M PLE
Style
Guide
Font 1 Use this font in regular for headings.
Font 2 Use this font in bold for subheadings
and highlighted text. Use this font in
light for body text.
Fonts
Colors
Fresh sample
template
Download assets
DESIGNED BY
Dan
Design for business
Make design happen
SketchDeck brand guidelines 6 46 3
A P P L I C A T I O N S
6 4

34. Okta turns to SketchDeck to
scale their marketing activity
01 Standard (tech)
Client logo + SD black + color swatch
02 Flair (design)
Piece of client’s brand shown in a minimalist way
HouseTrip turns to SketchDeck to
scale their marketing activity
Okta turns to SketchDeck to
scale their marketing activity
Okta turns to SketchDeck to
scale their marketing activity
WorkBooks turns to SketchDeck to
scale their marketing activity
CONEY ISLAND TURNS TO SKETCHDECK TO
scale their marketing activity
Steeplechase
55%
50%
45%
40%
35%
%ofMFAUniquesUsingFactor
30%
25%
20%
15%
10%
5%
0%
Mar 1, 14 Jun 1, 14 Sep 1, 14 Dec 1, 14 Mar 1, 15 Jun 1, 15 Jun 1, 15 Jun 1, 15 Mar 1, 16 Jun 1, 16 Sep 1, 16
Security Question
SMS Authentication
Okta Verify
Google Authenticator
Symantec VIP
Okta Verify Push
Duo
RSA SecurID
RSA SecurID
Symantec VIP
Google Authenticator
Okta Verify Push
Okta Verify
Duo
WORKBOOKS
the new
branding
we trust
in
grid
We are using a
4-column layout. You
have the flexibility
within that, but
please respect the
grid.
Steeplechase
CO NE Y ISL AND TURNS TO SK ETCH DE CK TO
scale their marketing activity
1 APRIL 2017 5
01Profile
Industry
Technology
Location
SF, USA
About
Okta is a computer software company with 800+
employees, headquartered in San Francisco, CA with
offices in Canada, the UK, mainland Europe, and
Australia. They provide a secure platform to connect
employees with essential technology. Thousands of
organizations trust Okta to help accomplish their goals
as fast as possible.
02 Problem
After completing a full rebrand, Okta was in
need of a scalable solution to implement their
brand company wide.
Okta had ambitious growth goals and a fast-paced marketing calendar
to match. However, they had limited resources in-house and needed to
move quickly and at scale. Okta was getting ready to expand into new
industry verticals and increase the size and depth of their customer
acquisition engine. They were determined to accelerate their marketing
and communications with increased access to design resources.
C A S E S T U D Y
1 APRIL 2017 8
The complete Okta Brand Book spans 60+ pages.
SketchDeck executes design to brand guidelines 99.5%
of the time, enabling marketing experimentation while
preserving the correct expression of the brand guidelines.
Okta’s deployment of the SketchDeck design platform
is global and company wide. SketchDeck saves Okta’s
employees 450 hours each month—time worth 5 FTE
equivalents that can be devoted to increasing revenue
growth.
Okta has increased the number of people who have access
to design by 1,400%. This has allowed them to ramp up
their marketing production to 100+ individual projects each
month at 23% of the cost of hiring an equivalent number of
designers in-house.
SketchDeck has enabled Okta’s creative services
organization to expand from 5 users on the platform to more
than 70 across sales and marketing.
More access to resources Access to design increased
Increased consistencyIncreased productivity
Marking production
to 100+ people @
23% of the cost
23%
Brand
consistency
5
70
56
63
5
70
04 Results
99.5%
Case study
template
Download assets
SketchDeck brand guidelines 6 66 5
A P P L I C A T I O N S
6 6

35. 09Site
previews
6 86 7

36. Site previews
Make sure that in the screenshots that you use of the site and hutch, position
us in as market leaders and help explain what we do. Please portray us
leading the design direction, not following.
Do
“I like this, this looks great!”
“Can you apply this to all of our content?”
“Can you combine this with sample 2?”
Don’t
“I don’t like this at all”
“Change this color to green”
7 06 9 SketchDeck brand guidelines
S I T E P R E V I E W S

37. 10Brand assets
Logo
Colors
Typography
Graphics
Photos
Text
PowerPoint template
Fresh sample template
Case study template
Full brand pack
Download assets
Download assets
Download assets
Download assets
Download assets
Photo examples
Filler text
Download assets
Download assets
Download assets
7 27 1

38. Make design happen
DESIGNED BY
Marin, Yunita, John, Aleksey, Daniella, Matt, Wonho, Ber, Ribha, Peter , Stefan, Yoshe & Dan