Logotype

The logo is based on a silhouette of a rocket flying upwards. The letter A symbolizes a rocket or an arrow.

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Logotype with slogan

The logotype may be supplemented by a slogan. It always starts with “fuelled by” and ends with a catchword approved by communication strategy.

The symbol of fire may be substituted for one of the official symbols.

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Logo

The Applifting logo is represented by a capital A and fire, which together create the shape of a rocket.

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Elements

Basic elements are used for an official presentation of the company. The object should always have a teardrop shape and, combined with the letter A, it should resemble the shape of a flying rocket.

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Safety zone

The safety zone of the logotype is based on the size of the letter A.

Same as with the logotype, the logo safety zone is based on the size of the letter A.

Forbidden usage

Deformation

Usage without the symbol

Usage of a color not defined in the brand guide

Violation of safety zone

Transformation

Usage on a low-contrast background

Permitted usage

Coloring the logotype with a color from the manual

Coloring the background with a color from the manual

Usage on a photo with a high-contrast background

Primary

SeCONDARY

Ginto family

Ginto is a supplementary corporate font. The Ginto Nord Black style is used for headlines and Ginto Regular for paragraphs.

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Example

Styles

Ginto Nord Black,  line height: 130%

Ginto Regular, line height: 160%

There are 5 typography styles defined. The contrast between individual styles and overall hierarchy are important.

Fonts for Google Suite

A supplementary set of fonts for web purposes (mainly for Google Slides and Google Docs)

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Example

Professionally illuminated photos are used for presentational purposes. The figure is always in a white T-shirt on a gently greyish background. In case of a single person presentation, it is possible to use the logo with a custom symbol, one that fits the personality of the presented individual.

For other purposes, it is recommended to use photos with a slightly blurred background/ foreground.

The Instagram filter Claredon will provide unification of all photos. The photographs should be taken in good light by a professional photographer. It is neccessary to avoid photoshop editing.

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The main connective element of all pictures with an illustration is a modified logo placed in the center.

The logo is supplemented by an appropriately choosen “propulsion” (fire) corresponding to the accompanying text.
The overall style of the picture should be defined by the style of fire.

There is no single illustration style defined. It is recommended to change illustration styles in accordance with the fire style.

Several types of posts are defined for social networks. News and posts use citations or illustrations.

To present a new Applifter, we use a picture of them in a white T-shirt on a greyish background with a corresponding “A” symbol.

To complement the Applifting visual style you can use simple outlined icons.

These pictograms are characterized by sharp corners and are derived from basic geometric shapes. They are made of a single line and end with a circle outline.

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Document template

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SLIDES template

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Business Card

Rollups

Paper

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The overall tone of voice is casual and relaxed. We prefer informal speech but without unnecessary slang words such as “y'all” or  “diss” etc.

Jokes, memes etc. should only be used in temporary channels of social networks such as Instagram Stories, Facebook Stories or Snapchat.

Emojis may be used in social media posts; rather than a reaction to own post, though, they should present a part of the content.