Brand it.
Welcome to the Designit brand guidelines. Please do take a scroll and have a read. In these guidelines, you will find plenty of inspiration and instruction on how to present the Designit brand in the best light possible. (But if you are here just to download the logo, that’s fine too.)
0.0 Introduction
Take a look around
In these guidelines, you will find all the usual brand elements. Just click on the link to jump down to the relevant section: Logo, colours, typography, illustration & icons, photography, stickers, data visualisation, layout, tone of voice.
Or if you’re in a hurry and just need the files:
0.1 Background
Before we get
started...
We think of ourselves as a school of the fundamental. That means that our design language is basic—primary—direct—sharp—yet for everyone. We want to be creative with the most basics of forms, shapes, colours and formats. We want to show how our creativity re-thinks and breaks through these formats, through these basic biases we inherit as designers.
In a world of surplus—design’s role is going to be just the opposite. Less, stripping back, cleaning the canvas for something new and better to come.
The building blocks of design form the backbone of our identity. By getting back to basics we have not only reinvented ourselves, but also opened the door for what is possible. Simple geometric shapes, primary colours, a design system grounded in the fundamental, lay the foundation for our visual expression.
0.2 Logo
Simple, confident
and uniquely us.
Our wordmark is one of our most important assets and the face of our brand. Simple, confident and distinct, it is the key element that identifies us. Oddly enough, we are one of the few design companies that actually have ‘design’ in the name, and as such, our wordmark should always be proudly displayed—no hiding behind icons or symbols.
It’s black or white. It’s simple, yet confident. And it’s set in our brand new typeface, Alphabeta. That’s all there really is to it. Just download and give it plenty of space to shine.
Black / positive – for light coloured backgrounds
and white / reversed – for dark coloured backgrounds.
Naturally, there’s a few things you shouldn’t do with the logo.
Do not colour it in any other colour.Do not resize or distort it in any way.Do not crowd it with other objects.
Logo formats
1. Designit logotype
2. Designit & Wipro lockup
3. Designit & Wipro sentence
There are essentially three versions of our logotype. With and without the wipro endorsement and a sentence version for use in smaller sizes.
Generally speaking, if the material is public facing, either of the Wipro endorsed logos should be used. If it is internal, the endorsement is not required.
As a rough guide, the lockup version should be applied in ‘hero’ situations, such as the end frame of a video or the branding on the side of the building. The sentence version should be used for smaller applications, such as the sign-off at the bottom of a page or at the top of a letterhead.
There is no strict rule on when to use either logo, but the most important thing is to consider the application or format in which the logo is being used, and select whichever best fits the space.
Co-branding
Cobranding with logo
Cobranding with name
Our logo system also allows for cobranding/partnership lockups for clients and partners. Our logo is connected with our client or partner by an ampersand. Either the partner or client logo can be used or the name simply typed out in Alphabeta.
0.3 Colour palette
We’re black & white with a dash of colour.
Generally speaking, our brand is black and white. Once again, simple and fundamental. Our three primary colours are predominantly utilised as accent colours to highlight information, draw attention to something, or provide an interruption. As a rule of thumb, if you layout starts looking like a rainbow, you’ve probably gone too far.
Main brand colours
Black
#000000
RGB: 0/0/0
CMYK: 0/0/0/100
Pantone Process Black
White
#FFFFFF
RGB: 255/255/255
CMYK: 0/0/0/0
Black and white have always been our main brand colours and continue to be. Overall we tend to promote white space and avoid overuse of the black. Otherwise our communications can get a bit heavy and dark.
Primary colours
Blue
#3232E0
RGB: 50/50/224
CMYK: 100/76/0/9
Pantone 293
Red
#EB3232
RGB: 235/50/50
CMYK: 0/100/89/0
Pantone 185
Yellow
#FFCD00
RGB: 255/205/0
CMYK: 0/4/88/0
Pantone 115
Our three primary colours are predominantly utilised as accent colours to highlight information, draw attention to something, or provide an interruption.
Secondary colours
Purple
#881EE5
RGB: 136/30/229
CMYK: 82/100/0/0
Pantone 2597
Orange
#FA9926
RGB: 250/153/38
CMYK: 0/40/97/0
Pantone 1375
Green
#3CB937
RGB: 59/178/59
CMYK: 85/0/98/0
Pantone 354
In addition to our main brand and primary colours, we also have secondary colours. (These should only be used for data visualisation and illustrations.)
In order to provide more range, particularly for data visualisation, charts, graphs, and illustrations, our colours may be tinted or shaded. These should only be used sparingly. Where possible, the full-strength version of our colours should always be used.
Colour ratios
The chart above demonstrates an approximate ratio of our brand colours and how they should be applied. Black and white are our main brand colours, supported by grey, with our primary and secondary colours providing accents.
Colour use examples
Here is an example of our brand colours in use. White has the highest percentage, and along with black, it provides the backbone for the illustration. Grey is used for fill and form, while primary colours provide interruption and draw attention to specific elements like the woman in the car. The secondary colours are applied sparingly and used here to draw attention to two key elements.
Naturally, the volume of vibrancy can be turned up or down through colour. If a more subtle or monotone application is required, colour can be removed entirely. If a specific element needs to be highlighted, spot colour can be used. Or, if a more vibrant expression is required, more colour can be added.
Colour combinations
In order to keep all of our material accessible and on brand, this chart demonstrates which colour combinations work well, and which should be avoided.
We have a very simple rule for applying colour combinations. Don’t put colour on colour.
If on a coloured background always use black or white text, and select the one which provides the greatest contrast.
If you’re colouring text, it must sit on either a white or black background. Once again, select the one which provides the greatest contrast.
Colour application
A good presentation should look somewhat like this.
Generally speaking:
1. Black slides for covers, section breakers and closing slides.
2. Grey slides for the more technical / administrative sections.
3. White slides are generally used for the main content.
4. Colour slides should be used sparingly to highlight key parts of your presentation.
Colour misuse
And this is what your presentation should not look like.
1. Try not to overuse colour.
2. The secondary colours, (orange, green and purple) should only be used in graphs, charts and illustrations. They should not be used for general content.
3. Our key branded slides, such as covers, closing slides and breakers should be reserved for black and white – our main brand colours.
4. Do not use shades or tints of
colours for backgrounds.
0.4 Typeface
Say hello to Alphabeta.
How to Alphabeta:
It’s simple, let Alphabeta do the work. Typeset it large, follow the grid, keep it simple—if you’re type savvy, explore open type features, slashed zeros (0), stylistic sets, indents and contextual alternatives. These guidelines are full of examples of how it can be used—but as a general rule of thumb, we always try to keep it really simple.
Weight: Regular
Character spacing: 0
Space between lines: 1
Alphabeta:
Alphabeta Text:
Alphabeta, unique to us and designed specifically for us, is our primary brand typeface. It is the glue that binds our brand identity together.
In addition to Alphabeta, and part of the same family, is Alphabeta Text. Alphabeta Text, is simply two extra weights, specifically optimised for use in smaller text sizes such as body copy.
There is just one thing you need to remember. DO NOT use Alphabeta Text in any headlines or large text sizes. Simply stick to our regular Alphabeta.
In use examples:
Stylistic features:
If you want to add a little Designit personality to the layout, try using the standard type features to underline, emphasise and strikethrough copy:
Underline
Italics Strikethrough
Making a statement:
We love big text. So if you want to make a statement, set it in one of the large heading styles and give it a page all to itself.
“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.” – Hans Hofmann
Adding indents:
If you’re feeling adventurous, you can add a little more visual interest by applying indents to our heading styles.
Indents are an additional feature which we use to add more character to our typography and layouts and is a nod to the history of typesetting. Generally, we tend to use them in large headlines or statements.
It is not always necessary to introduce indents. But if you’re type-savvy or have an idea on how to implement them, then go right ahead. If you’re not sure how much to indent, try using the grid as a guide.
Type standards:
The styles laid out here are preset styles in our presentation templates. They are not hard and fast styles but serve as a starting point for laying out copy. Occasionally you may need to adjust these to adapt to different types of content.
Generally speaking, we prefer to set our large styles in Alphabeta Regular for a more approachable, conversational tone. But Bold is ok now and then.
Oh and one last thing. Try to avoid using all-caps or title case, it just looks a bit, you know, corporatey.
0.5 Illustration + icons
A graphical
heritage
Our illustration style is rooted in the heritage of graphic design. De Stijl, Bauhaus, early graphic posters all provide inspiration and a grounding in the fundamentals. Building blocks, such as strong outlines, primary colours and repeating graphic patterns, provide the basis for our unique style.
Illustration categories
Hero illustrations
Our hero illustrations are abstract expressions of a concept or idea. Bold and dynamic, they represent our core offerings and big ideas. They are less literal, vibrant brand expressions, designed to excite and inspire and are used primarily in our top-level communications.
Scenes & objects
Our scene illustrations express situations, methods or outputs. Less abstract than our hero illustrations, they are a more literal representation of how we work, what we do and what we produce. However, they still maintain a certain level of abstraction through irregular perspectives and playful compositions.
Icons
Icons are a visual shorthand for simple concepts such as methods, tools, markets and services. They can make a page or presentation more visually engaging, provide context and help decode a more abstract term or idea. To keep our visual language consistent, our icon style is a more pared-back version of our illustration style.
Icon grid
Base grid – 20 x 20 units
Outline construction
Colour and fill
All of our icons employ a grid to guide construction. This helps maintain consistency in scale across all icons and provides a guide for geometry. The grid is 20 units by 20 units with all icons maintaining a 2 unit buffer around all sides.
0.6 Photography
Keeping
it real
Imperfect moments of beautiful reality, the new Designit photo style has a more unpolished, authentic and energetic tonality. We want our clients to feel closer to us and connect more deeply with our culture and our work. We hero our local cultures and open up our expression to inspire each other and the world in new and exciting ways.
Essentially, our new photography style is all about capturing the beautiful reality of design-in-progress across all corners of Designit — starting with our studios, culture and fantastic people.
Stylistically the approach should be quite candid. Off-centre, asymmetric compositions, that are unfussy. We want to avoid a too polished look, and really capture Designit life in all its rawness. Try and mix it up, not only do we want to show the wider studio environment, but the quirkier details too.
To add our unique flavour and for a more immediate and authentic feel, we have introduced flash. Nothing too complicated, simply use the built-in flash on your camera or phone to give the subject some light. Additionally, an externally mounted flash can also be used if you want to go a little more pro.
Photo categories
Studios
Hero shots capture the heart and soul of their studio. These are typically wider shots that allow the viewer to see the type of environment we work in. Look out for iconic or architecturally interesting features that define the space and make it unique.
Culture
With these photos, we seek to show our unique culture and vibe of each studio and city and neighbourhood we’re represented in. It’s all about showing what we’re currently up to and into. This is where the details really count. Finding the little snippets that really let the viewer see who we are.
People
Our people photos show real designers in the real world, documenting who we are as we are, with warmth, confidence, optimism and flair. Ideally, we try and shoot these images with flash.
Portraits
Key shot
Alternate shot
When taking portraits of people, try and find a nice clean, light-coloured background to place your subject in front of. This is to create a consistent look across all our studios. These should be shot with flash, positioned slightly off to the subject's side to create a good shadow effect.
Additionally, two versions should be taken. A key shot that is a little more straight up, and then a second, alternate shot, where the subject can have a little more fun and reveal their personality. In all shots, the subject should be relaxed and natural. Smiles should not be forced or the pose too stiff or staged, and the subject should stand or pose in a way that makes them feel the most comfortable.
Team photos
We’re also trying to break the mould in how we present our teams. Rather than a collection of individually shot photos, we encourage studios to actually shoot the team… as a team.
Our ambition is to give a more authentic team feeling in our proposals and client communication. Whenever possible, we shoot our teams as a team — opposed to, e.g. four individual portraits on a slide. It will help differentiate our proposals.
Text & images
Good
If you’re placing text over an image, make sure to use an image and colour combination that provides good contrast. (Because it’s not much of a presentation if no one can read it.)
Not so good
Good
In general, try and avoid cluttered or busy images, if you’re going to use them in combination with text. But of course, if there is no text, go for it!
Not so good
Stock & commissioned photography
In addition to our own photography, naturally we will need to utilise other sources of photography such as stock or commissioned. Keeping things consistent, the overall approach is similar to that of our own photography. The aim should always be to generate or source photography that is real, authentic and most of all, humanity focused (excuse the pun).
Stock photography
When selecting stock photography, there are some important considerations to take into account in order for the images to align both with our overall visual style and our values.
Humanity
As humans, we seek inspiration from life and connection with others.
Whether it features people, places, or objects, our photography reflects the essence of humanity.
Our photos are authentic and natural. They convey spontaneity and natural emotion. We avoid imagery that feels contrived or staged.
1. Avoid subjects or scenes that look posed.
2. Don’t use photos that have illustrated overlay elements.
3. When choosing human subjects, be mindful and intent on inclusive consideration.
Storytelling
At Designit, we believe that everyone is creative. And collectively, we are storytellers by trade.
Every aspect of photography helps to bring to life our brand story. That means that our photos should reflect our values of being curious, daring, thoughtful, and inclusive.
We choose and create photos with purpose. When using imagery, be sure to ask yourself what story you want to tell. Make sure images line up with your narrative and aren’t just serving as a design accent.
1. Consider your audience. Choose photos that are relevant to them, while still aligned with our brand voice.
2. Avoid selecting photos that represent stereotypically the ideas being expressed. They are meant to enhance concepts, not replace them.
Inclusion
Inclusive design is at the heart of what we do, and as such our imagery should accurately reflect the world around us. This requires intention and it requires a conscious effort. It’s our responsibility to live our brand values.
The world is filled with an endless range of subjects, spanning every conceivable age, race, and gender. But this only scratches the surface when it comes to inclusivity considerations. True representation means we consider cultural backgrounds, gender identity, sexual orientation, disabilities, shapes, and all the other aspects of our human existence that make us each unique.
It’s crucial that people see themselves in our photography, and therefore we must commit to adopting a more intersectional representation – one that ensures all people feel seen.
Always challenge assumptions, biases, traditional roles, and stereotypes. It’s this practice of mindfulness that can make a difference.
The library
Designit has curated a large collection of imagery for use across internal and client-facing materials. They have been selected and
organised to make it easy to select images that reflect our brand expression and values. In our collection, you’ll find photos under the following categories.
Categories
Lifestyle / people
These images bring humanity into our communication. They reflect an attitude of individual expression as well as the spirit of collaboration. These are all about showcasing personality and character. The subject matter can be anything from our working life to our home life and everything in between.
Places / environment
These images represent the world we live in. From urban and rural environments to workplaces and travel, these photos give a sense of the breadth of our surroundings and our existence within them. The subject matter can be anything from the office environment to a deserted beach and everything in between.
Details / objects
As part of the story telling, the details provide a closer look at the subject matter, pulling out objects that help build the narrative. Often these work well as supplementary images to further enhance the communication by adding more breadth. These can be anything from a close up of a hand to the empty coffee cup on the table.
Textures / moods
As part of the story telling, the details provide a closer look at the subject matter, pulling out objects that help build the narrative. Often these work well as supplementary images to further enhance the communication by adding more breadth. These can be anything from a close up of a hand to the empty coffee cup on the table.
Stock video
Arguably, video is one of the best forms of story-telling there is. So if you want to go next level, consider enhancing your presentation or communication with a video. Obviously this is not always a possibility depending on the format or channel, but both Keynote and PPT happily accept video formats.
Stock videos
Just like our still photography, videos should follow the same principles across the board. That means visually and aesthetically, they should be real, natural and authentic. And from a values point of view, inclusive, humanity focused, with an emphasis on story-telling.
Much like our stock photography, we have a small selection of stock videos we have curated under the same categories; lifestyle, places, details and textures.
0.7 Stickers
Playful
interruptions
Often animated (gifs) and made from Alphabeta, our stickers add a playful way to create engagement and interaction further. A library of tags, call-to-actions, and graphic elements to highlight the things we want to showcase.
Download sticker set ↓
0.8 Data visualisation
Making data cool again
Naturally our brand dna continues through into our data visualisation, taking cues from our illustration style with the presence of the patterns, colour palette and black outlines.
If you’re in Keynote or PPT, these graph styles have already been preset. So just add your data and you’re good to go. Otherwise, if you need to create them from scratch, these guidelines should provide a good starting point.
Graphs should always be simple, easy to understand, and ideally, they should be visually compelling. That means that in order for a reader to gain insights quickly from the data being presented, they must be consistent and clear in the way they are constructed and organised.
As a rule:
- All objects, bars, segments, containers etc, should have a black outline.
- Always ensure strong colour contrast between data points, in order to easily differentiate them.
- Use the additional patterns provided to create an easy separation between different data points.
- Avoid using all greys next to each other.
- For good legibility, always ensure strong colour contrast between the text and the background colour.
- Typography should be supportive and minimal for charts and graphs.
Building blocks
Colours
Patterns
The elements above provide the building blocks for our charts, graphs and data visualisation. Obviously our brand colours are an important tool in expressing a range of data points and we have developed a hierarchy, or sequence to assist in producing clear, consistent and on-brand visuals. These are supported by the patterns, helping provide variation, flexibility and range and linking the expression back to our illustration style.
Colour sequence
The following charts indicate the order of the graph colour sequence. These are pre-determined in our presentation templates to provide the best possible contrast and variation. They may also be adjusted to suit your content if required. For instance, if you need to add more colour.
The sequence prioritises our main brand colours, black and white, followed by the primary colours, and finishing with the secondary colours. This is done to ensure our charts, graphs and data visualisation is always on brand.
Full sequence
Applying the sequence
Application
For data that is more complex in nature, we suggest representing it in the most accurate manner by using simple bar graphs and charts. These should include the most common and widely used data visualization representations, such as pie charts, bar charts, area charts, scatter plots, bubble charts, or Venn diagrams.
In addition we have some examples that demonstrate how data can be represented in different or more expressive ways while still adhering to brand guidelines.
Shapes by percentage
Illustration
Examples
0.9 Grids + layout
Keeping it all
organised
We know you’ll have loads of different content to layout, so that’s why we’ve employed this flexible grid system to help keep it organised. Most of our templates and formats use a 12 column grid.
Layout examples
These examples here demonstrate the flexibility of the grid system and the many ways in which the grid can be used to layout content.
0.10 TOV
Let’s get writing
We love expressing ourselves, don’t we? That’s what Writeit is for — your day-to-day tool to help you do just that. To express yourself the Designit way.
Whether you’re a designer or a researcher, a strategist or a marketer, words are a powerful tool to get your point across. They can help you persuade a client, create tear-jerking stories, or win a few points at Scrabble against your mum. What’s even better, they’re free, available and ready to use.
But writing is difficult. Believe us; we do it every single day. So, view these guidelines as your helping hand to creating content that is as enjoyable to read as it is to write — ensuring consistency, quality and personality across everything we do. Ready? Let’s get writing.
Download the guidelines here.
