Nuanced Media Brand Guideline

1

Nuanced Media. Corporate Identity Guidelines April 2016

Corporate Identity GuidelinesApil 2016

2


WelcomeNuanced Media is a full-service digital marketing agency specializing in website design and development, marketing, and branding. Use this guide to understand how we communicate Nuanced Media brand.

3


Contents

Introduction

Letters from the Team 5Who We Are 6Brand At Glance 7

Logotype

Our Logo 9 Clear Space and Sizes 10Logo Misuse 11

Colors

Primary Colors 13Complimentary Colors 14Color Ratio 15

Typography

Typeface 17Font Sizes and Weights 18Text in Use 19

Elements

Icons 21Patterns 22Imagery 23

Templates

Letterhead and Envelope 25Resume and Business Card 26Presentation Slides 27

Copy

Our Voice 29Copy Style 30Writing Specifications 31

4Introduction


Introduction

5


Introduction Letters from the Team

Ryan Flannagan, Founder and CEO

I would like to thank you for taking the time to get to know Nuanced Media brand better. The brand is more than just name or logo. The guidelines

for our products and services are part of much larger effort - to build awareness, understanding and belief in Nuanced Media brand. We built it to last. With the launch of this brand guideline we will ensure that our marketing tools have the same overall look and feel. Through this new brand guideline our team, consumers and partners will receive clear and consistent messaging what is to live our brand and make meaning through our work.

Nikita Babichev, Graphic Designer

Dear friends, I’m proud to present you our Nuanced Media brand guide as a visual system that communicates the heart of our work.

Each company builds its own brand because identities are the basis of how we, as people, relate to each other. We hang out with the personalities that we like, that make us laugh, that appeal to us. The foundation of Nuanced Media identity begins with the name, and is strengthen by visual and written elements. We strive to make sure that Nuanced Media is a brand people can trust. I would like to thank to all of you who pushing us forward by setting new goals.

6Introduction


Nuanced Media’s experienced staff focuses on creating continued business growth for our clients. Our marketing team determines which market segments are most likely to seek the client’s products and services, while blending extensive knowledge of internet resources with innovative marketing methods. Our design and development team crafts sleek, purpose-built websites. Along with supporting staff, our team works together to produce the best possible results for our clients.

We excel based on research, due diligence, client collaboration and most importantly, innovative thinking. Our team of designers, writers, strategists, and developers follow various market trends and technological advancements to learn how to subtly differentiate our clients from the rest.

What makes Nuanced Media so successful, and has pushed our growth over the past five years, is our partnership with our clients. We work alongside our clients, gathering their feedback at every step of the process. We seek to build long-term fruitful relationships, continuing to help our clients long after their website or marketing campaign has launched. Nuanced Media believes that this collaborative and committed effort produces the best results.

Who We Are

7


Introduction Brand At Glance

DIN Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

DIN Medium


Nuanced Media Black

HEX #212221

RGB 34 34 34

CMYK 72 65 65 72

PMS 419 C

Nuanced Media Grey

HEX #E6E1E5

RGB 231 225 230

CMYK 8 9 5 0

PMS 663 C

Nuanced Media Teal

HEX #3FD4AD

RGB 63 213 184

CMYK 62 0 45 0

PMS 3385 C


Logotype

9


Logotype

Our logo is a very valuable member of our brand. It is a guarantee of our quality and we treat it nicely. It looks bold and clean either on dark or light background. On our teal background logo has to be black.

There are two versions of our logo. Main version is used for:• Stationary• Presentations• Marketing Tools/Ads

Secondary version is used for:• Website Footers• Samll Items• Icon or Favicon

Our Logo

10Logotype


Clear space frames the our logo, separating it from other elements such as text, imagery and the outside edge of the canvas. Clear space indicated is the minimum.

Clear Space and Sizes

To maintain full legibility, never reproduce the logos at sizes smaller than specified.

0.5x

X

X

0.5x

0.5x 0.5x

0.5x

0.5x

0.5x

0.5x

1” / 100px 0.5”/50px

11


Logotype

Any modification of our logos confuses of their meaning and diminishes their impact. The examples shown here illustrate misuses of Nuanced Media logo that should be avoided.

Logo Misuse

Don’t use over busy backgroundDon’t outlineDon’t rearrange elements

Don’t use without enough contrastDon’t fill with gradient or imageryDon’t rotate

Don’t use drop shaddowDon’t colorsDon’t skew

Don’t retype or redrawDon’t use other than core colorsDon’t stretch

nuancedmedia

12Colors


Colors

13


Colors

Our colors serve as a foundational palette that works universally. Made up of black, light gray and teal, these colors balance visual expressions. Our black and light gray is a classic combination showing our commitment to high quality standards while our teal energizes them with innovative and technology touch (feel).

Nuanced Media Black

HEX #212221

RGB 34 34 34

CMYK 72 65 65 72

PMS 419 C

Nuanced Media Grey

HEX #E6E1E5

RGB 231 225 230

CMYK 8 9 5 0

PMS 663 C

Nuanced Media Teal

HEX #3FD4AD

RGB 63 213 184

CMYK 62 0 45 0

PMS 3385 C

Primary Colors

14Colors


Complementary Colors

Our secondary colors span the primary color palette. They have been selected with the same precision as our core colors to work well in combination, and to enable a full range of visually engaging communications.

Try to avoid using more than two supporting colors with our primary colors.

Nuanced Media Dark Gray

HEX #525249

RGB 82 83 73

CMYK 62 54 64 36

PMS 418 C

Nuanced Media Mid Gray

HEX #7F7E73

RGB 127 127 115

CMYK 51 42 52 10

PMS 416 C

Nuanced Media Beige

HEX #FFC556

RGB 255 198 86

CMYK 0 24 75 0

PMS 135 C

Nuanced Media Sage

HEX #005744

RGB 0 87 68

CMYK 94 40 76 36

PMS 7729 C

Nuanced Media Brick

HEX #592D2D

RGB 90 45 44

CMYK 43 77 69 53

PMS 7631 C

15


Colors

25%

5%

5%

5%

5%

5%

25%

25%

Color Ratio

Use the ratio pie chart to make sure you’re balancing our colors correctly. Case by case, color ratio depends on the individual application

16Typography


3.1 Primary Typeface

Typography

17


Typography

When it’s used thoughtfully, typography is a powerful brand tool that can add visual meaning towhat is communicated. Our DIN typeface communicates clearly and cleanly, and is flexible for a full range of media. Its’ geometric structure shows sound and reasonable base behind all our desicions.

Aa

Aa

DIN Light


DIN Medium


Typeface

18Typography


Consistency across media reinforces our brand’s impact. The specified type sizes illustrate the approved recommendations for for digital media.

Header H1 uses DIN Medium font, all other headers and body text use Din Light font

H1 Header 36pt/48px/3em

H2 Subheader 24pt/32px/2em

H3 Subheader 18pt/24px/1.5em

H4 Subheader 14pt/19px/1.2em

Body text 12pt/16px/1em

Font Sizes

19


Typography

In printed materials we like to stick to these general guidelines for ratio, size and style of the elements.

This is a Header DIN Medium 18 ptThis is a Subheader DIN Light 14 pt

This is a Body text DIN Light 12 pt. Praesent tortor mollis lorem, massa sit convallis gravida amet urna quis, dapibus felis in, facilisis lacus varius mi Praesent tortor mollis lorem, massa sit convallis gravida amet urna quis, dapibus felis in, facilisis lacus varius.

1. This is an Ordered list DIN Light 12 pt. Quis, dapibus 2. Amet urna quis, dapibus felis in, facilisis lacus tortor mollis lorem massa.3. Felis in, facilisis amet urna quis, dapibus felis in, facilisis lacus tortor mollis lorem

massa sit convallis gravida.

This is Emphasized text DIN Light Italic 12 pt, massa sit convallis gravida amet urna quis:

• This is Unordered list DIN Light 12 pt. Mollis massa sit convallis gravida acilisis lorem, massa sit convallis gravida amet urna quis facilisis;

• Mollis massa sit convallis gravida acilisis lorem, massa sit convallis gravid;• massa sit convallis.

This is a Quote example DIN Light 12 pt. Praesent tortor molis facilisis lorem, massa sit convallis gravida amet urna quis, dapibus felis.

Text in Use

20Elements


Elements

21


Elements

Our icons play play an integral part in Nuanced Media branding design. They are simple, modern and fun. They communicate our ideas in a visual and easy to comprehend manner.

Icons can appear in any of our primary colors.

Icons

22Elements


Patterns

Our visual system incorporates another device that helps us achieve consistency accross the media, the triangle surface pattern. Its organic structure reinforces our unique nature, while creating a metaphor for the digital content that surrouns us every day.

IWhen used correctly, it subtly conveys a sence of solid and sophisticated base without distracting from the main focus on the page or element.

23


Elements Imagery

Nuanced Media uses photography in order to communicate the brand image to the audience. Both in-house and purchased stock images must be of high quality.

Many of our layouts include photo behind the text. In this case we use tint or blur or their combination. Tint is a solid color with 30% opacity for better legibility of the text. Blur range for images is 4px to 16px depending on application and image quality.

24Templates


Templates

25


Templates

Our letterhead and envelope templates are clean, simple and easy to produce. They for sure deliver the correct emphasize to the recipient.

Letterheand and Envelope

26Templates


Our personal stationery like resume and business cards is consistent with Nuanced media brand. We use our primary colors and logo as a reinforcement.

Resume and Business Card

Next India, Annasalai, ChennaiCustomer Care Consultant

• Delivered up to 6 training classes daily to more than 30 employees; • Acquired extensive international experience; • Achieved recognition of Highest-Ranked Trainer.

Audible.com, Newark, NJMarket Consultant

• Identified market potential in the continual education field; • Delivered analyses on more than 20 continual education sectors; • Key contributor of market and marketing strategy.

Myriad Tech, LLC, Lawrence, KSPresident

• Developed more than 15 new products for various clients; • Negotiated a strategic partnership with the World Company involving high-level marketing campaigns; • Successfully launched 3 major Myriad products.

Nuanced Media, Tucson & Phoenix, AZChief Executive Officer

• Built client base representing over 1.75 billion in revenue and executed over 150 client campaigns focusing on brand, lead generation, and customer acquisition for companies of wide ranging industries; • Develops and implements new business, marketing, technological, and fundraising strategies for startup companies based on analysis of potential market; • Strategically developed and launched over 100 digital properties incorporating user experience, conversion optimization, and analytics to increase lead generation, customer experience, and acquisition; • Established highest rated and reviewed digital marketing agency in the State of Arizona on Google+ and Shopper Approved.

CAREER

PERSONAL STATEMENT

TECHNOLOGIES

SKILLS

Masters in Business AdministrationWashburn University, Topeka, KS

Bachelor of Arts in CommunicationsUniversity of Arizona, Tucson, AZ

Bachelor of Arts in SpanishUniversity of Arizona, Tucson, AZ

EDUCATION

Chief Executive Officer

Ryan Flannagan

Leader for all executive duties and management solutions, including building client relations and creating strategic vision for the agency. Leads Nuanced Media’s business consulting, web development, and marketing teams. Colla-borates with clients and advises on product idealization, business stratagem, brand management, customer relations, media outlets, and brand awareness.

Designed, developed, and implemented numerous impactful marketing campaigns, while utilizing varied media such as social, new, traditional, and digital. Increased profits and return on investment for client companies via business consulting, brand image and awareness, and marketing campaigns.

KeyNote PreziPages MS Office Suite Adobe Design SuiteBaseCamp WrikeMac & Windows OS HTML DrupalWordpress

HubSpotGoogle DocsExcelGoogle AdwordsGoogle AnalyticsMOZSEMRushLink Research ToolsSerpBooks QuickBooksAhrefs

• Business Development & Sales • Marketing Campaign Design • Business Strategy & Vision • Conversion Optimization• Lead Generation & Customer Acquisition • Innovation & Thought Leadership • Emerging Technologies & Trends • Civic Leadership & Engagement • Revenue Model Analysis & Forecasting• Startup Consulting & Best Practices• Public Speaking

linkedin.com/in/ryanflannagan

twitter.com/[email protected]

Phoenix, AZ 850341027 E. Washington St. #107

Tucson, AZ 8570117 E. Pennington St.

Ryan FlannaganFounder & Chief Executive Officer

ryanflannagan@nuancedmedia

888.981.9564

web | marketing | brand

nuancedmedia.com [email protected]

27


Templates

Presentations is one of our primary means of communication and it is essential that every slide be a consistent reflection of our brand identity.

Presentation Slides

nuancedmedia.com

nuancedmedia.com

Site Map 4

Karp & WeissMockups | Version 1.0

Client MeetingApril 10th, 2016

Agenda 3

1. Review2. Importance of Personas3. Steps to Create4. Templates

• Discuss sections• Complete when possible

5. Next Steps

Home

MediaServices Archive

Blog

Blog Post

Media Post

FAQ

Landing Page

Primary Navigation

Sub-Navigation / Content

About

28Copy


Copy

29


Copy Our Voice

Our products and our relationships is fundamental to how our brand is perceived. Our voice is the personality that reflects the underlying character our customers and partners have come to expect. It is vital to be consistent as we both build and reinforce the brand with every communication.

Nuanced Media voice is honest, visionary, smart, and caring. Analogues to our brand personality attributes: genuine, innovative, exceptional, and involved. Our voice seeks to foster an emotional connection with customers. Therefore, it must contain life and compel a reaction.

We speak conversationally. We express a passion for technology but an understanding thatinnovation is nothing without customer benefit. We have a strong voice that understands customerneeds, leads changes, and commands trust.

30Copy


Our Style

We value clarity above all, and strive to achieve it with brief and concise prose. Occasions will arise when the breaking of a grammatical rule is necessary to deliver the desired impact, particularly in our marketing and advertising communications. Online communications should also be written in a style that adheres to our search engine optimization (SEO) strategy.

We express the written copy of Nuanced Media in a style that is:

• Conversational, yet professional• Informative and educational—never condescending• Empowering and helpful• Calmly confident• Passionate and spirited about customers’ needs, but not anxious or over-excited

31


Copy Writing Specifications

Following are general style guidelines on how we address specific elements of our communications and collateral.

Sentence• Strive to keep sentence length below 25 words• Optimal length for paragraphs is less than 50 words• Headers especially on hero image is limited, so messages should generally focus on one point and be

brief: 7 words is OK, 4 is better• Use sentence case

Punctuation• Headlines and subheads generally do not require the use of a period unless a period is used for style

emphasis. Maintain consistency of use on all pages.• Exclamation points should be used only sparingly• Bullets generally do not require the use of a period, except in collateral where bullets can be longer and

should follow standard grammatical rules.

Links• Treat links as calls to action that trigger the reader to go deeper• We generally do not use in-line links (i.e., links embedded within copy), but treat links as buttons

Corporate Identity Guideline, April 2016

Design and Production by Nikita BabichevNuanced Media Logo by Alec Nickell

33


Contacts

Nuances MattersIf you just read these guidelines, you have our appreciation. It means you share our belief in details and quality. If you’re ever in doubt, just reefer back to this document or you can always ask a fellow designer.

34Contacts


[email protected]

Nuanced Media Brand Guideline

Documents