Elements

These guidelines are the framework upon which we have built our system for our brand elements. While these elements won't always be used it creates a strong foundation for making our brand more recognisable.

There are two ways to create our primary shape within Illustrator we can pen tool it organically or we can draw a shaped edge rectangle and convert the points to curves. Always use a minimum of 5 points and a maximum of 10 points per shape. If pen tooling organically ensure there are no acute angles or points we can use a minimum of 3 points and maximum of 10 for organic shapes. Don't feel like getting the pen tool out? We've created an app to automatically generate shapes if that's easier.

The secondary shape is a simple polygon with sharp points and is essentially the primary shape without curvers. It is ideally created over the top of an existing primary shape to ensure the points are not too intense. Always use a minimum of 5 points and a maximum of 10 points per shape.

When paired with illustrations you can see the shapes is complimentary to the primary shape and halftones. It can occasionally be used on it's on dependant on the illustration.

Halftones are the icing on top for our brand. They add an approachable and friendly aspect to our brand. To create halftones we simply apply our halftone pattern library a tiled filled to one of our primary shapes in either Sketch or Figma. There are four options each with different colourways. With halftones we prefer to use the 20% rule using the halftone sparingly in our designs. The halftone works well positioned in corners and layered with our other shapes.

Illustrations are the visual component to our brand that help convey ideas and concepts to a wider audience. They range from our detailed hero images, smaller spot imagery and abstract application screens. These illustrations should be friendly in subject matter, utilise a neutral colour palette while creating an engaging experience for viewers.

Hero images are used for highlighting big ideas and are ideal for landing pages, covers, spreads, advertising and social. There should be a primary subject matter accompanied by other components without appearing too abstract.

Spot images are smaller abstractions to highlight more simple ideas and are ideal for use in smaller spaces such as the website or social. Subject matter should be a simplified abstraction of application components or whatever best illustrates the idea.