Mang Inasal
BRAND GUIDELINES
Sesimi
Beautiful branding, everywhere.
Document: Sesimi Brand Guidelines Revised: August 2023 Prepared for: Internal & partner use
© 2023 Sesimi. Internal brand reference document.
No requirements in this section.
Statement of Philosophy — Beautiful branding, everywhere. Brands are becoming more complex each day. With so many elements to manage, it can feel like control slips through your fingers before you've had the chance to take hold. Not with Sesimi. Here, you can fine-tune your brand across every variable as if by magic. Changes made ripple out beautifully across all platforms and sizes, like well-positioned dominoes — the product of a combination of intuition, smarts and input, crafting a bespoke experience that captures the spirit of creativity at work. We are the algorithm behind the output: a symphony of code at work behind the scenes, where even the unseen is beautiful. Purpose — These Brand Guidelines exist to keep the Sesimi brand consistent, distinctive and true to itself across every touchpoint — verbal, visual, and in motion. They are the source of truth for anyone creating on behalf of Sesimi: employees, partners and agencies alike. Our brand is made up of a variety of different parts, from our logo to a system of patterns, graphic devices, imagery and a unique voice that together define who we are, why we exist, and how we present ourselves. This document is a cheat sheet and reference — refer back to it whenever you need a reminder of what makes up the Sesimi look and feel. All Sesimi communications, regardless of medium, should be designed and executed in a manner that reflects our personality: bold, enlivening and innovative. Tone, style and context should always complement the Sesimi brand and enhance the perceived value of what we do. How to Use This Document — This guide is organised into five chapters: (1) Our Brand — the story behind Sesimi and an at-a-glance snapshot of our brand assets. (2) Verbal Identity — our tone of voice, voice principles, and writing guidance. (3) Visual Identity — logo, pictogram, typography, colour, patterns, photography, iconography and graphic shapes. (4) Brand in Motion — principles, transitions and graphics for animated and video content. (5) Brand in Action — real-world applications across print, digital, environment and editorial. Dive into any chapter for full detail, or use it as a quick reference to check a specific asset. Enjoy!
0001All Sesimi communications, regardless of medium, should be designed and executed in a manner that reflects our personality: bold, enlivening and innovative.
Sets the overarching personality expectation for every piece of Sesimi communication.
0002Tone, style and context should always complement the Sesimi brand and enhance the perceived value of what we do.
Guidance that tone/style choices must always be brand-aligned and value-enhancing.
Provide a navigable index of the guideline's five chapters and their sub-sections with page references.
No requirements in this section.
Beautiful branding, everywhere. Brands are becoming more complex each day, with so many elements to manage it can feel like control slips through your fingers before you've had the chance to take hold… Not with Sesimi. Here you can fine-tune your brand across every variable as if by magic. Changes made ripple out beautifully across all platforms and sizes, like well-positioned dominoes. Where a combination of intuition, smarts, and input, craft a bespoke experience that captures the spirit of creativity at work. We are the algorithm behind the output. A symphony of code at work behind the scenes, where even the unseen is beautiful. Our brand is made up of a variety of different parts, from our humble logo to a system of patterns, graphic devices, imagery and a unique voice that helps to define who we are, why we exist and how we present ourselves. What follows is a quick-look cheat sheet: a snappy reminder of what elements make up the Sesimi look and feel, with each part covered in full detail across the remaining chapters. Strategy & voice — Brand lens, personality, values, tone of voice. Visual identity — Logo, pictogram, colour, typography, patterns. Brand in motion — Animation principles, transitions, motion graphics. Brand in action — Print, digital, environment and editorial applications.
No requirements in this section.
2.0 The Brand Lens — The source of truth for our brand. Our brand lens defines what we stand for and informs how we look, what we say and how we behave. Functional Benefit: Easier, faster, more cost-efficient, and scalable marketing content. Time back to spend on other aspects of your role or business. Emotional Benefit: Relief from the pain of inefficiency and complexity. Freedom to be more consequential. Personality: We don't follow the rules, we write them. A reflection of our restless nature and constant desire to change things for the better, we break new ground by daring to be different, and inspiring others to share our spirit and create their own spark. We are Bold (nobody ever made waves standing still — confident, outspoken and direct, with the empathy to stay considerate), Enlivening (we don't just bring the spark, we pass it on — inspiring, energetic and evocative), and Innovative (we make magic real — the restless desire to make things better powers our being). Values: We are Enablers — our product unleashes and empowers; our people thrive on making wow moments; our managers give the freedom to create magic; we share goals to grow together. We're Never Mundane — we're proud to come from all walks of life; we're not corporate robots — jargon is out; repetitive work is a sin, we blow it up. We Live in Divine Discontent — we optimise, test, learn, design a better way; disruption is our religion; we're curious, yet considered, and restless. We're Here for Impact — we drive customers to success, designing and developing for maximum effect; if it doesn't add value, stop, level up, get it done. Experience Principles: As simple as it can be; Crunch time (magic should happen in a flash); Empower creativity; Make them the Magician; Create Abracadabra Moments; Our own Brand of Magic (brand experience should be as consistent as the content we help our clients create). 2.1 Why Tone of Voice Is Important — Four reasons: Consistency (a consistent voice builds trust and rapport and helps us stand apart); Clarity (speaking with confidence and precision shows leadership and helps people unlock the power of Sesimi); Engagement (naturally connecting with people makes it easier to spread enthusiasm); Appropriateness (talking to people in the right way — through inclusivity, respect, formality, level of detail, or playfulness — shows empathy and thoughtfulness). 2.2 Our Voice Principles — Our brand personality traits come alive through our design and our voice. Reflect at least one of the three principles below in everything you write for us: We're innovative — 'Spark the spark' (all about empowerment; make life easier); We're bold — 'Give it some oomph' (surprise, energise and authentically motivate); We're enlivening — 'Make it count' (comms should be as efficient as the brand promises). 2.3 Our Voice in Action — Worked examples showing tone of voice principles applied to real copy, each 'Before' reflecting generic, corporate language and each 'After' reflecting the Sesimi voice (Welcome Letter, Webpage, LinkedIn Ad). 2.4 Tips for Writing — Everyday-language tips: focus on a benefit or outcome; show, don't tell; use the active voice; read it out loud; be less formal; stay focused; break it down; don't write like a bank; have fun.
0003Reflect at least one of the three voice principles (innovative, bold, enlivening) in everything you write for the brand.
at least 1 of 3 voice principles present
Ensures consistency of voice across diverse communications and audiences.
0004When writing in the 'innovative' voice, share thoughts that inspire, guide people to embrace the new, and showcase the difference Sesimi can make.
Do-list for the 'Spark the spark' principle.
0005Avoid bamboozlement, jargon soup, and corporate speak.
Avoid-list for the 'innovative' voice principle.
0006When writing in the 'bold' voice, flip the norm (be unexpected and refreshing), fire it up with active engaging language, and power progress with actionable insights.
Do-list for the 'Give it some oomph' principle.
0007Avoid overclaim, hyperbole, being weird for the sake of it, or being hyper as a toddler full of cola.
Avoid-list for the 'bold' voice principle.
0008When writing in the 'enlivening' voice, stand out (be distinctive, have a point of view), focus (be clear, up-front, benefit-led), and express (connect with people, be human, have colour, raise a smile).
Do-list for the 'Make it count' principle.
0009Avoid using stats instead of human insights, being vague with promises, or trying to say everything and communicating nothing.
Avoid-list for the 'enlivening' voice principle.
0010Focus on a benefit or outcome — don't just speak to how smart a tool is, but the opportunity it brings, the results it delivers, and their benefit.
Everyday-language writing tip.
0011Show, don't tell — capture an experience in the way you express it, don't just describe it.
Everyday-language writing tip.
0012Use the active voice — stay in the first person (we, you), and pepper with active verbs (harness, strive, challenge, reach, drive).
Everyday-language writing tip.
0013Read copy out loud to check it sounds natural.
Everyday-language writing tip.
0014Be less formal — don't 'request', 'ask'; ditch 'prior', say 'before'; get colloquial where appropriate.
Everyday-language writing tip; avoids corporate register.
0015Stay focused — don't try to say too much at once; have a clear headline, start from there, and wrap up with a clear repetition of your message.
Everyday-language writing tip.
0016Break long copy down using paragraph breaks, headings and subheadings so it is easy to skim and take in.
Everyday-language writing tip about readability.
0017Don't write like a bank — be casual when you can, even when explaining something complex or serious, and human, always.
Everyday-language writing tip.
0018Have fun when writing — enjoyment in the writing shows through.
Everyday-language writing tip.
Chapter Three covers the Sesimi visual identity. The logo section explains: "We have two core versions of our logo — one for light backgrounds and one for dark backgrounds. Choose between the two based on legibility against the background they will be placed on." On typography: "As a multi-use tool for creatives and marketers, we're a brand with a lot to say — so our typography system is more than simply a font. We use a dynamic, custom-made type family inspired by the behaviour of our brand pattern, built to be expressive and kinetic in look and motion." The headline face Sesimi Rebond is "A dynamic typeface designed to electrify communications. A visual extension of our brand patterns, it comes with 11 unique glyphs that shift left to right along a horizontal axis." The primary face Rebond Grotesque is "A typeface that is both strict and flexible — an assertive movement expressed through curves and links, designed to express a sense of neutrality when the details carry a strong identity." On colour: "Electric Lime, Flash Purple, Arctic Blue — a palette of vibrant hues that makes the eye zing. Our colours are chosen to capture attention and visually position us against the grain of our competition. Almost fluorescent, they buzz with the same energy as our patterns and custom lettering — powerful tones that must be used with care." On brand patterns: "The beating heart of Sesimi. An electric and dynamic, bespoke pattern-based graphic system is the hero of our brand world — inspired by the 'automagic' behaviour of our product. Our patterns cascade from left to right, capturing the behind-the-scenes workings of our brand management system. A movement made at one end ripples across seamlessly to leave a beautiful graphic trail."
0019On light backgrounds, always use the Midnight Forest version of the logo. On dark backgrounds, always use the Electric Lime version. Where lime doesn't provide enough contrast (certain palette colours and photography), the logo may be used in white.
Ensures legibility of the wordmark against every approved background.
0020Always allow clear space around the logo at least the height of the 's' in the wordmark. This space must not hold any other design elements or be cropped by the edge of the format.
clearspace ≥ height of 's' in wordmark
0021Minimum logo size is 25mm wide in print and 90px wide in digital.
≥25mm print / ≥90px digital
0022Preferred logo placements are top left, bottom left and bottom right, for visibility and consistency across collateral.
top-left / bottom-left / bottom-right
0023Do not distort, recolour, crop, letter-space, recreate in another typeface, outline, add drop shadows or effects, rotate, remove any part, or 'box' the logo. Always use the assets provided — never recreate the logo.
Protects the integrity of the wordmark.
0024On light uses, always use the Electric Lime pictogram where possible; the White version is reserved for photographs and colour backgrounds within the Sesimi palette. On dark uses, always use Midnight Forest; Black is reserved for exceptional single-colour reproductions (e.g. receipts, pens).
0025Maintain clear space around the pictogram of at least 2× the width of the pictogram's first rectangle.
clearspace ≥ 2× first-bar width
0026The pictogram is always centre-aligned.
centre-aligned
0027Minimum pictogram size is 32px; use the favicon for smaller uses.
≥32px
0028Social media pictogram sizing — LinkedIn: 300×300–400×400px. Facebook: minimum 180×180px, ideal 360×360–720×720px. YouTube: 800×800px. Only use artwork provided.
LinkedIn 300–400px sq; Facebook ≥180px sq, ideal 360–720; YouTube 800px sq
0029Favicon optimal size is 16×16px (may appear at 32×32px). Preferred format: PNG.
16×16px optimal / 32×32px max; PNG
0030Do not distort, recolour, crop, space out, round the shapes, outline, add effects, rotate, remove any part, or box the pictogram.
0031Sesimi Rebond is used in one weight only — Semibold — and always above 36pt, so the custom glyphs are noticed.
weight=Semibold; size >36pt
Ensures the 11 unique glyphs remain legible and expressive.
0032Sesimi Rebond alternate glyph styles are activated via OpenType stylistic alternates in Illustrator, InDesign, Figma or Keynote. A variable font version exists for CSS-based web animation, using font-variation-settings: 'wght' XXX.
0033Rebond Grotesque is available in three weights: Semibold, Medium and Regular, plus italics.
weights: Semibold / Medium / Regular (+ italics)
0034The relationship between point size and leading is set by simple multiplication (e.g. headline leading is 1.2× the point size), ensuring no letters crash into one another.
headline leading = 1.2× point size
0035Always use optical kerning for all typography.
kerning=optical
0036Fallback typefaces are only to be used when Rebond Grotesque and Sesimi Rebond are unavailable. On Mac use Helvetica, on PC use Arial; in both cases Bold replaces Semibold and Regular replaces Medium and Regular.
Mac→Helvetica; PC→Arial; Bold↔Semibold, Regular↔Medium/Regular
0037Electric Lime, Midnight Forest and White are the most important colours and should always be present in some form across communications. Secondary colours are always used in a smaller proportion, as a punch of extra colour.
secondary < primary in ratio
0038Text colour combinations should meet WCAG AA (≥4.5:1 for normal text; ≥3:1 for large text ≥18pt/24px) and preferably AAA (≥7:1 normal; ≥4.5:1 large).
AA ≥4.5:1 (3:1 large); AAA ≥7:1 (4.5:1 large)
Accessibility compliance for text legibility.
0039Tints are useful when more colours are required, particularly in graphs, charts, tables and softer pattern usage — but must never be used as hero colours.
0040There are four hero patterns — Arrow, Balloon, Domino and Slant — each representing a different style of movement. Equally weighted, they can be used in any form of communication.
4 hero patterns
0041Patterns always move left to right, starting from a Neutral state and flexing in sequence into an Active state.
direction=left→right; Neutral→Active
0042Patterns come in three defined lengths — Short, Medium and Long — for variation and flexibility across layouts.
length ∈ {Short, Medium, Long}
0043When section-blocking a pattern, always block from the left-hand side, leave no fewer than 3 bars of pattern visible, and ensure the blocked portion seamlessly fits the bar it joins.
block from left; ≥3 bars visible; seamless join
This chapter covers motion principles, typography-in-motion treatments, the inventory of Sesimi motion graphics (patterns, idents, dividers, lower thirds, shape panels), and the limitations that keep motion consistent and meaningful. Sesimi graphics include the four patterns, idents, dividers, lower thirds and shape panels — each with a strong visual tie to the brand.
0059Slide reveal treatments must be built from two elements: the type and a rectangular mask sized to the type plus a small padding margin; type slides in from behind the mask and slides off horizontally until hidden.
mask = type size + small padding margin
0060Staggered line treatments should mirror the knock-on effect of the patterns; titles can stagger in line-by-line, or type of different hierarchies can stagger in blocks.
0061Custom glyph animations push to the right, transforming into the alternate glyph before returning to neutral; letterforms must always enter and exit frame in their original state.
0062Patterns are available in two speeds (normal and fast) and can be used as backgrounds or standalone loops, with section blocking present throughout the animation duration.
two speeds: normal, fast
0063Idents may only be approved by the Sesimi brand team.
Ensures brand-critical ident usage remains centrally controlled.
0064Divider duration should match the length of the content for easy reading.
duration = content length
0065Lower thirds are available in one- and two-line variations and are adjustable in size; use them to introduce people, events, topics and places.
one-line or two-line variants
0066Shape panels hold text or imagery; they are adjustable in size, may use any brand colour, and are available as transparent overlays.
0067Do not move elements vertically or diagonally.
horizontal motion only
Keeps motion consistent and meaningful.
0068Do not alter the core movement of the patterns.
0069Do not recreate patterns or shapes from scratch.
0070Do not apply effects to the motion graphics.
0071Do not overwhelm frames with graphic elements.
0072Do not use off-brand colours, or more than two brand colours in a single frame.
max 2 brand colours per frame; on-brand only
Our style of photography for people is "caught in the moment of magic." It should always reflect the vibrancy, warmth and energy of the people in the shots, capturing their realness in and out of their workspaces. Images should be contemporary, confident, and representative of the diversity of our users. For objects and topical imagery (e.g. blog articles needing a metaphorical visual), choose imagery with a clear point of focus, well composed, bright and optimistic, with a single simple metaphor — charming rather than child-like, and image-led with no deliberate text overlay. Iconography is the visual personality of our product features, benefits and navigational elements. We have a completely bespoke family of brand icons, developed in two distinctive sets. Complementary to our brand patterns, a suite of graphic shapes inspired by the same principles — used large to break up content-heavy pages, or smaller to house key information. Graphic shapes are only used inside communications, never as hero imagery.
0044Primary crops of brand patterns are central along the horizontal axis, keeping base proportions true.
central horizontal-axis crop; base proportions preserved
Primary crops preserve the intended proportion of the pattern.
0045Secondary ("free") crops zoom into portions of the pattern for more dynamic, differentiated assets.
0046When combining patterns with photography, always ensure the image's focal point isn't obscured.
focal point must remain visible
0047Midnight Forest and Electric Lime should be used the most as pattern colourways — they are the most distinctive combination in the palette.
These two colours are the most distinctive combination in the palette.
0048Patterns may be used "white out" on any brand colour for secondary applications such as sales-deck inner pages or white papers.
0049Additional electrified colour combinations for patterns require sign-off from the head of brand.
requires head-of-brand approval
0050People photography must be genuine, personal and captured in the moment, with clean space around a focussed subject, a positive/confident attitude, colourful/expressive treatment and even natural lighting with bright, neutral backgrounds.
Reflects the 'caught in the moment of magic' style.
0051People photography must not be pretentious or 'make-believe', cluttered with a weak focal subject, anxious/stressed/passive/inactive, black-and-white or dark and rigid, or dark/gloomy/filtered.
0052For objects and topical imagery, choose imagery with a clear point of focus, well composed, bright and optimistic, with a single simple metaphor — charming rather than child-like, and image-led with no deliberate text overlay.
single simple metaphor; no deliberate text overlay
0053Simplified icons are designed on a 20×20px grid, 'pixel perfect' for small sizes — use them for product UI, menu items and navigation.
20×20px grid
0054Detailed icons bring magic and colour to communications and should be used particularly when illustrating product benefits and concepts.
0055Graphic shapes are only used inside communications, never as hero imagery.
never used as hero imagery
0056The four graphic shapes (Arrow, Balloon, Domino, Slant) are scalable, extendable and rotatable in 90° increments only, and may be rendered in any brand colour.
rotation in 90° increments only
0057Graphic shapes are always used to 'hold' content — stats, imagery, rich text or a mixture — and typography held inside them must be left-aligned for clarity and impact.
held typography left-aligned
0058Do not rotate graphic shapes to the left, change their proportions, modify corners, rotate at other (non-90°) angles, or add/remove anchor points.
no left rotation; no proportion, corner or anchor edits; no non-90° rotation
For instance, if a section opener uses the Balloon pattern in Lime, the following pages in that section should follow suit in shape and colour. The section then tabulates per-element guidance for editorial templates: Grid is a flexible guide (not a strict rule) for considered, consistent design across spreads. Colour use can change per template page/spread, but must follow the recommended colour combinations set out in Section 3.4. Typography must use the provided Paragraph Styles for hierarchy and coherency; do not deviate from the sizes provided. Highlights should use the "Underline" Paragraph Styles for colour-highlighted pull quotes or key copy — no need to draw boxes manually. Iconography should be used sparingly to add visual texture to copy-heavy spreads or as signposts for sub-sections; placed within the grid system. Back covers: four versions available; match the colour to the front cover.
0073When a section opener uses a specific pattern and colour (e.g. the Balloon pattern in Lime), the following pages in that section should follow suit in shape and colour.
Maintains visual consistency within a section.
0074Use the grid as a flexible guide (not a strict rule) for considered, consistent design across spreads.
0075Colours can change per template page/spread, but must follow the recommended colour combinations set out in Section 3.4.
per Section 3.4 recommended combinations
0076Use the provided Paragraph Styles for hierarchy and coherency; do not deviate from the sizes provided.
sizes as provided in Paragraph Styles
0077Use the "Underline" Paragraph Styles for colour-highlighted pull quotes or key copy; do not draw boxes manually.
0078Use iconography sparingly to add visual texture to copy-heavy spreads or as signposts for sub-sections; place within the grid system.
sparingly
0079Four back-cover versions are available; match the back-cover colour to the front cover.
back cover colour = front cover colour
Two-panel showcase of the Sesimi wordmark: upper panel shows 'sesimi' in Midnight Forest on white; lower panel shows 'sesimi' in Electric Lime on Midnight Forest.
Caption reads 'Logo on light backgrounds — Midnight Forest version'.
Vertical grid of ten swatches each carrying the 'sesimi' wordmark on different backgrounds — Midnight Forest, Electric Lime, white, photography (landscape and interior), Flash Purple, Arctic Blue, Crystallised Pink, Blood Orange, black and white — illustrating which logo colour is used against which background.
Caption reads 'Logo on dark backgrounds — Electric Lime version'. Demonstrates the white-logo exception on colour and photographic backgrounds.
Two-panel display of the Sesimi pictogram (three tilted bars): left panel Electric Lime pictogram on Midnight Forest ground, right panel Midnight Forest pictogram on Electric Lime ground.
Caption reads 'The Sesimi pictogram'.
Electric Lime pattern of five vertical bars cascading into a rightward chevron/arrow flex on a Midnight Forest background.
Caption reads 'Our four hero patterns: Arrow, Balloon, Domino and Slant' — image shown is representative of the Arrow pattern in an Active state.
Row of three representative photography samples: an 'Apple Privacy' dark image, an aerial photograph of a car on a coastal road (Volvo brand article), and a close-up expressive portrait (Superbowl ads).
Style reference only, not a photography brief
Three-column display of the bespoke Simplified icon set shown in Light mode, Dark mode and White out treatments.
Simplified and Detailed icon sets reference image
Large Electric Lime 'Arrow' graphic shape on a Midnight Forest background with rotation degree labels (90°, 0°, 270°) indicating allowed rotation directions.
Illustrates the four graphic shapes concept (Arrow, Balloon, Domino, Slant) and permitted 90° rotations
#03292DPrimary palette. Used for logo on light backgrounds and as the dark ground colour of the brand.
RGB 3 41 45CMYK 90/63/63/65#544AE5Secondary palette. Used to highlight information or break up content in smaller proportion than primary colours.
RGB 84 74 229CMYK 85/75/0/0#7AF1FFSecondary palette. Used sparingly for highlights and call-outs.
RGB 122 241 255CMYK 40/0/6/0#D1FF3BPrimary palette. Punches through the noise; used on dark backgrounds for logo and pictogram, and as a hero brand colour.
RGB 209 255 59CMYK 16/0/98/0#F74C07Secondary palette. Used sparingly for highlights and call-outs.
RGB 247 76 7CMYK 0/84/100/0#F9CADESecondary palette. Used sparingly for highlights and call-outs.
RGB 249 202 222CMYK 0/27/9/0#FFFFFFPrimary palette. Used as background and, where lime doesn't provide enough contrast, as an alternative logo colour.
RGB 255 255 255CMYK 0/0/0/0Specimen size — not declared by the brand
Shown in a substitute typeface
Specimen size — not declared by the brand
Shown in a substitute typeface
Specimen size — not declared by the brand
Shown in a substitute typeface
Specimen size — not declared by the brand
Shown in a substitute typeface
Solid dark teal/green background covering the full page.
Eyebrow label reading 'BRAND GUIDELINES' in tracked-out lime green type.
Large white wordmark 'Sesimi' set in a heavy sans-serif.
Tagline 'Beautiful branding, everywhere.' set in lime green.
Metadata block in small light-grey text: 'Document: Sesimi Brand Guidelines / Revised: August 2023 / Prepared for: Internal & partner use / © 2023 Sesimi. Internal brand reference document.'
Two-panel showcase of the Sesimi wordmark: upper panel shows 'sesimi' in Midnight Forest on white; lower panel shows 'sesimi' in Electric Lime on Midnight Forest.
Caption reads 'Logo on light backgrounds — Midnight Forest version'.
Vertical grid of ten swatches each carrying the 'sesimi' wordmark on different backgrounds — Midnight Forest, Electric Lime, white, photography (landscape and interior), Flash Purple, Arctic Blue, Crystallised Pink, Blood Orange, black and white — illustrating which logo colour is used against which background.
Caption reads 'Logo on dark backgrounds — Electric Lime version'. Demonstrates the white-logo exception on colour and photographic backgrounds.
Two-panel display of the Sesimi pictogram (three tilted bars): left panel Electric Lime pictogram on Midnight Forest ground, right panel Midnight Forest pictogram on Electric Lime ground.
Caption reads 'The Sesimi pictogram'.
Primary palette swatches — Electric Lime, Midnight Forest, Invisible White — each with hex/RGB/CMYK labels.
Secondary palette swatches — Flash Purple, Arctic Blue, Blood Orange, Crystallised Pink — each with hex/RGB/CMYK labels.
Two horizontal tint ramps: Electric Lime stepping from 100% to 10%, and Flash Purple stepping from 100% to 20%.
Illustrates permitted tint ranges for secondary graphics such as charts and tables.
Electric Lime pattern of five vertical bars cascading into a rightward chevron/arrow flex on a Midnight Forest background.
Caption reads 'Our four hero patterns: Arrow, Balloon, Domino and Slant' — image shown is representative of the Arrow pattern in an Active state.
Continuation of the brand patterns rules table (B5–B8) at the top of the page.
Row of three representative photography samples: an 'Apple Privacy' dark image, an aerial photograph of a car on a coastal road (Volvo brand article), and a close-up expressive portrait (Superbowl ads).
Style reference only, not a photography brief
Three-column display of the bespoke Simplified icon set shown in Light mode, Dark mode and White out treatments.
Simplified and Detailed icon sets reference image
Large Electric Lime 'Arrow' graphic shape on a Midnight Forest background with rotation degree labels (90°, 0°, 270°) indicating allowed rotation directions.
Illustrates the four graphic shapes concept (Arrow, Balloon, Domino, Slant) and permitted 90° rotations