BRANDING STYLE GUIDE
How do we use the brand platform? What's our brand story?
Our brand platform is an inward-facing as well as media-facing document. It is meant to be used within the organization to inform all of our touchpoints and communications.
It is meant to aid in discerning what should be part of the CONTENTGINE brand, why does it belong, and when-and-how to use it.
Overview of brand platform
Brand Essence
The CONTENTGINE brand, distilled into the simplest terms; the big idea.
Brand Promise
Articulates and supports the most credible value proposition for each target audience. Defines brand competencies.ย
Brand Position
The conceptual place we occupy in our target consumer’s mind โ the benefits we want them to recognize when they think of our brand. How we maximize our relevance and competitive distinctiveness.
Brand Voice
Character of the brand; its strongest qualities and air.
Brand Backstory
Brand story, itโs roots, origin, the meaning of its name, and foundation of its authenticity.
BRAND ESSENCE
brand promise
Brand position
Our brand position defines the brand vision relative to the marketplace.
Why is it important: helps people to quickly understand why to choose CONTENTGINE and helps CONTENTGINE to create a lasting impression.
Why CONTENTGINE?
- (place 3 icons here)
- iya is a purpose-first venture focusing on broad-spectrum beneficial outcomes. Monetization is contingent on the purpose.
- iya is an online artificial intelligence based on real human valuation.
iya is an agent of change โ a virtual personal data asset manager for women.
iya is fierce and sensual. She’s a battle-ready defender and nurturer of the tribe. She’s inclusive and fights for the better good. - iya operates with authenticity and transparency.
- One of CONTENTGINE’s core imperatives is that data-mining brands must value the data, ask permission, and compensate women โ the creators and owners of their data โ for usage rights.
- iya measures success by bringing to life a dormant force. By creating intimacy at scale. By addressing the pay gap and gender inequality. By allowing women to own their data. By establishing trusted relationships between women and brands. By transforming traditional advertising platforms. By empowering ALL women in the female global economy to do what they want.ย
CONTENTGINE is simple. Easy to install, simple to manage, and is accessible any time on any device.
CONTENTGINE is smart. We put some serious brain power into our platform. CONTENTGINE is designed by a team of people with deep first-hand experience in the big data / privacy industry.
CONTENTGINE is dependable. Relying on the power of vetted financial …
Key pillars: …
Itโs not enough to be passionate about what we do
We have to consciously understand what drives us in order to communicate it.
BRAND Voice
We are empowering, responsible and results-driven. Here are our core characteristics to ensure that everything we do communicates the same personality and emotion.
Authoritative
We are battle-tested and ready. At CONTENTGINE, we can speak with confidence about the subjects we know best. Experience with personal online privacy and other frequent pain points has made us confident that we can leverage our ideas into practical, no-nonsense solutions.
Welcoming
Weโre human. Not the ego-driven kind, but that kind that speaks your language openly, honestly and transparently. Weโre always warm and helpful. We strive to understand the struggles of our constituents and always take the time and effort to understand how they work, what drives them.
Reliable
We act responsibly by understanding and taking into account decisions that directly affect the everyday tasks of our customers. We donโt believe in keeping secrets โ we tell it like it is. We recognize that building a solution that is just as practical as it is delightful to use is the foundation for our own success.
Our Tone
We adjust our tone appropriately depending on who in the space weโre talking to and what weโre talking about. Entirely driven by context, our tone always embodies our personality and values.
Informal, yet precise.
Easygoing, but never sloppy. Crisp and authoritative when it comes to our range of core competencies, but never overbearing, never condescending. We maintain a personal, relatable tone as if weโre speaking directly to our audience.
Tenacious
We never stop trying to go the extra mile to provide the best platform available. When speaking to our constituents, we always exude our above and beyond, person-first mentality.
Admiring
When referring to our solutions and services, we emanate a natural sense of pride and confidence in the quality and value we present to our audiences.
brand backstory
Brand story, itโs roots, origin, the meaning of its name, and foundation of its authenticity.
Why this is important: this is a fully-documented story that will help to inform marketing materials and messaging.
Who we are and what we do
… (more copy here)
Management Team
… (more copy here)
Words to describe the CONTENTGINE brand
Committed to making women’s sovereignty over their personal data easier, faster, more predictable, and monetizable. Delivering the ultimate: peace of mind. Friendly. Trustworthy. Personable. Disruptive and innovative. Exceptionally knowledgeable. Problem solvers. CONTENTGINE.
Early Social Proof
โWould be great to have one or two testimonials here if available.โ
Jane Doe, beta trial customer
To paraphrase Simon Sinek, the only way to make a meaningful impact with your audience is to connect with them on the level of belief. We couldnโt agree more. In fact, we built our entire brand strategy on purpose. Helping other brands find their purpose, show it, and make their mark โ this is why CONTENTGINE exists.
“Our poetic meeting place; one where honest conversations spark positive social change. CONTENTGINE represents the opportunity to speak and the opportunity to learn. An intersecting platform where divergent crossroads unite. Disrupting the status quo, from imbalance to balance, from chaos to peace.”
Our foundational language
The following three statements of varying word-counts (8, 17, and 37) can be used to represent our brand across various platforms.
08
iya revolutionizes … (more copy to be added)
17
iya revolutionizes…
37
iya revolutionizes…
Managing our brandโs identity
Our identity is more about identification than communication. It differentiates us from our competitors in a way that is intended to elicit trust and engagement. Our identity logo mark transmits ..., technology and big data... (more copy here)
Say hello to our logo
Our logo is the most immediate representation of our company and products. To maintain the consistency of the brand, all logo guidelines should be followed, and the logo should never be altered in any way.
Logo variations
Default Colors
As the most forward-facing element of our brand, our primary logo should be used on our branded collateral whenever possible. To maintain the consistency of the brand, all logo guidelines should be followed, and the logo should never be altered in any way.
Knockout
When used over colors or images that are too dark for our โBlackโ logo to be legible, we use this knockout version.
Download
Download the CONTENTGINE logos zip file containing .ai, .eps, .pdf, .png and .jpg file formats.
Logo usage
Clear Space
To preserve the integrity of the logo, always maintain the specified minimum clear space, which insulates our logo from distracting visual elements, such as other logos, copy, illustrations, or photography. A good distance is the height of the letter “C” in the logo mark.
Size
Ensure the logo is reproduced in a legible size and that it does not appear subordinate to any other partner logos included on creative executions. Similarly, do not present the logo in a way that makes it the most distinctive or prominent feature of what youโre creating.
Typeface
Our logo word uses the Montserrat font family. Never use any other font to display the logo word.
Barlow Font Family 100
Barlow Font Family 200
Barlow Font Family 300
Barlow Font Family 400
Barlow Font Family 500
Barlow Font Family 600
Barlow Font Family 700
Barlow Font Family 800
Barlow Font Family 900
The quick brown fox jumps over the lazy dog!?
0123456789
Maintaining shape and Proportions
To ensure accurate and consistent use, never alter, rotate, embellish, or attempt to recreate the logo. The proportions and shape of the CONTENTGINE logo should never be altered for any reason. To resize, hold the โShiftโ key in most software programs to maintain the proportions while scaling up or down. Always maintain the minimum clear space, even when proportionally scaling the logo.
Colors
Do not modify the colors in our primary logo. If you are unable to use the correct colors, the monochromatic logo should be used.
Color palette
Primary Logo Colors
Bright Orange
HEX #FF8048
Steel Gray
Hex #708693
Carbon Gray
Hex #364854
Aqua Blue
Hex #08A0B7
CONTENTGINE colors come in 4 broad flavors
Bright Orange reflects concepts of equality, honesty, regeneration, vitality, strength, empowerment, and resilience.
Steel Gray reflects passion, self-sovereignty, enablement, and agency over data.
Carbon Gray
reflects concepts of strength, authority, elegance, sophistication, and foundational integrity.
Aqua Blue reflects concepts of purity, equality….
Our primary logo color palette lock up should not be changed. The remaining secondary palette of neutral, slate-gray, warm, and cool colors are shown here as a general guide but do not have to be followed as strictly.
The CONTENTGINE color palette should always remain bold and bright. Avoid pastel tones, or other colors that tend to muddy the palette.
Secondary Cool Colors
Hex #101D28
Hex #084F61
Hex #077588
Hex #384954
Hex #708693
Hex #708693
Hex #668480
Hex #8EA9A5
Hex #B1C3C2
Secondary Warm Colors
Hex #C1B2A9
Hex #DACEC4
Hex #F2EAE2
Hex #364854
Hex #F7CE73
Hex #FAA951
Hex #F47F4A
Hex #F15D4B
Hex #C6312C
Typography
Barlow
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Heading 1 - 200px
Heading 2 - 122px
Heading 3 - 76px
Heading 4 - 48px
Heading 5 - 30px
HEADING 6 - 18px
About Barlow
Barlow is a slightly rounded, low-contrast, grotesk type family. Drawing from the visual style of the California public, Barlow shares qualities with the state’s car plates, highway signs, busses, and trains.
This is the Normal family, which is part of the superfamily along withย Semi Condensedย andย Condensed, each with 9 weights in Roman and Italic.
The Barlow project is led by Jeremy Tribby, a designer based in San Francisco, USA. To contribute, seeย github.com/jpt/barlow
Paragraph styles
To maintain visual consistency in our presentation of text, we have designed a few primary type sets, which are outlined on the right.
Large headlines in uppercase
Supporting subheader in lowercase
Title in lowercase
Supporting text and small body copy in Montserrat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore.
Lifestyle Photography
Composition
- Layered depth of focus
- Subject can be off-center
- Scenes/backgrounds are asymmetrical
- Allow room for copy to the left or right
Treatment
- Bright, rich color palette
- Avoid images with high contrast when used with copy
- Avoid images with large white areas
- Use overlays to improve copy legibility
Ethos
- Subjects are stylish, irreverent, defiant, proud, independant
- Subjects can on occassion break the 4th wall
- Images can have a high tech, big data, block chain vibe
- Avoid images with foreboding tones
- The mood is inspiring, sometimes whimsical, always evoking modernity, disruption, trust
App screens
Composition
- Bullets (this content to chanage with app development)
Treatment
- Bullets