Sesimi
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.
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.
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!
No requirements in this section.
1.1 Our Story — 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. 1.2 What We Look & Sound Like — 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 covers brand lens, personality, values, tone of voice. Visual identity covers logo, pictogram, colour, typography, patterns. Brand in motion covers animation principles, transitions, motion graphics. Brand in action covers 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. Our traits are Bold ('Nobody ever made waves standing still…confident, outspoken and direct, with the empathy to stay considerate while we're at it.'), Enlivening ('We don't just bring the spark, we pass it on — liberating people from mundane tasks.'), and Innovative ('We make magic real…the restless desire to make things better powers our being and drives us forward.'). Values: We are Enablers ('Our product unleashes and empowers. Our people thrive on making wow moments.'); We're Never Mundane ('We're proud to come from all walks of life. We're not corporate robots — jargon is out.'); We Live in Divine Discontent ('We optimise. We test. We learn. We design a better way. Disruption is our religion.'); 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. 2.1 Why Tone of Voice Is Important — Consistency, Clarity, Engagement, and Appropriateness are the four reasons a consistent voice matters. 2.2 Our Voice Principles — 'Our brand personality traits come alive through our design and our voice. Together, they lay the groundwork for a brand that stands its ground, marks its territory, and speaks to diverse audiences across channels in a consistent way. Reflect at least one of the three principles below in everything you write for us.' The three principles are: We're innovative ('Spark the spark'), We're bold ('Give it some oomph'), and We're enlivening ('Make it count'), each with its own Do and Avoid lists. 2.3 Our Voice in Action provides before/after examples for a welcome letter, webpage, and LinkedIn ad. 2.4 Tips for Writing collects everyday-language guidance: 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.
0001Reflect at least one of the three voice principles (innovative, bold, enlivening) in everything you write for the brand.
at least 1 of 3 principles
Ensures brand personality comes through consistently across all written communication.
0002Avoid bamboozlement, jargon soup, and corporate speak in copy.
Supports the 'innovative — Spark the spark' voice principle.
0003Do share thoughts to inspire people to dream and imagine; guide people to embrace the new; and showcase the difference Sesimi can make.
Positive do-list for the 'innovative' voice principle.
0004Avoid overclaim, hyperbole, being weird for the sake of it, or being hyper as a toddler full of cola.
Supports the 'bold — Give it some oomph' voice principle.
0005Do flip the norm (be unexpected and refreshing), fire it up (use active, engaging language that encourages action), and power progress (share actionable insights that make change real).
Positive do-list for the 'bold' voice principle.
0006Avoid using stats instead of human insights, being vague with promises, or trying to say everything and communicating nothing.
Supports the 'enlivening — Make it count' voice principle.
0007Do stand out (be distinctive, have a point of view, be creative), focus (be clear, up-front, benefit-led, mindful of audience), and express (connect with people, be human, have colour, raise a smile).
Positive do-list for the 'enlivening' voice principle.
0008Focus copy 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.
0009Show, don't tell — try to capture an experience in the way you express it, don't just describe it.
0010Use the active voice: stay in the first person (we, you) and pepper with active verbs (harness, strive, challenge, reach, drive).
0011Read copy out loud to check it sounds natural.
0012Be less formal: don't 'request', 'ask'. Ditch 'prior', say 'before'. Get a little colloquial where appropriate.
0013Stay 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.
0014Break long copy down using paragraph breaks, headings and subheadings so it is easy to skim and take in.
0015Don't write like a bank — be casual when you can, even when explaining something complex or serious, and human, always.
0016Have fun — when you enjoy writing, it shows.
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. We have two core versions of our pictogram — one for light backgrounds and one for dark backgrounds, chosen the same way as the logo. 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. 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.
0017On 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 its background.
0018Always 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
0019Logo minimum size: at least 25mm wide in print, at least 90px wide in digital.
≥25mm print / ≥90px digital
0020The logo has three preferred placements: top left, bottom left, and bottom right, for visibility and consistency across collateral.
one of {top-left, bottom-left, bottom-right}
0021Do 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.
0022On light uses of the pictogram, always use Electric Lime 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).
0023The pictogram requires clear space of at least 2× the width of the pictogram's first rectangle.
clearspace ≥ 2× width of first rectangle
0024The pictogram is always centre-aligned.
0025Pictogram minimum size is 32px; use the favicon for smaller uses.
≥32px
0026Social 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
0027Favicon optimal size is 16×16px (may appear at 32×32px). Preferred format: PNG.
16×16px (may appear 32×32px), PNG
0028Do not distort, recolour, crop, space out, round the shapes, outline, add effects, rotate, remove any part, or box the pictogram.
0029Sesimi Rebond is used in one weight only — Semibold — and always above 36pt so the custom glyphs are noticed.
Semibold weight only; ≥36pt
The custom glyphs are the point of the typeface, and require sufficient size to be visible.
0030Alternate glyph styles in Sesimi Rebond 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.
0031Rebond Grotesque is available in three weights — Semibold, Medium and Regular — plus italics.
0032The 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
0033Always use optical kerning for all typography.
0034Fallback typefaces are only to be used when Rebond Grotesque and Sesimi Rebond are unavailable. On Mac use Helvetica; on PC use Arial. In both, Bold replaces Semibold; Regular replaces Medium and Regular.
Mac→Helvetica, PC→Arial; Bold↔Semibold, Regular↔Medium/Regular
0035Electric Lime, Midnight Forest and White should always be present in some form across communications. Secondary colours are always used in a smaller proportion than the primary palette, as a punch of extra colour.
secondary proportion < primary proportion
0036Text colour combinations should meet WCAG contrast standards: AA requires a contrast ratio of at least 4.5:1 for normal text (3:1 for large text, 18pt/24px or larger); AAA requires at least 7:1 (4.5:1 for large text).
WCAG AA ≥4.5:1 normal / ≥3:1 large; AAA ≥7:1 normal / ≥4.5:1 large
Accessibility of on-brand text.
0037Tints are useful when more colours are required, particularly in graphs, charts, tables and softer pattern usage — but must never be used as hero colours.
Section 4.3 Typography in Motion defines three treatments: Slide reveal is 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. Staggered lines mirrors the knock-on effect of the patterns; titles can stagger in line-by-line, or type of different hierarchies can stagger in blocks. Custom glyphs: Sesimi Rebond's custom glyphs push to the right, transforming into the alternate glyph before returning to neutral — letterforms should always enter and exit frame in their original state. Section 4.4 Graphics states that Sesimi graphics include the four patterns, idents, dividers, lower thirds and shape panels — each with a strong visual tie to the brand. Patterns 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. Idents are fluid, vibrant brand-pattern movements used individually or cut together for events or brand films, approved by the Sesimi brand team only. Dividers are graphic frames that break up video sections with type; duration should match the length of the content for easy reading. Lower thirds introduce people, events, topics and places; available in one- and two-line variations, adjustable in size. Shape panels hold text or imagery; adjustable size, any brand colour, available as transparent overlays. Section 4.5 Limitations: To keep motion consistent and meaningful, the following should always be avoided: moving elements vertically or diagonally; altering the core movement of the patterns; recreating patterns or shapes from scratch; applying effects to the motion graphics; overwhelming frames with graphic elements; using off-brand colours, or more than two brand colours in a single frame.
0052Slide-reveal motion must be built from two elements — the type plus a rectangular mask sized to the type with a small padding margin — with type sliding in from behind the mask and sliding off horizontally until hidden.
mask = type bounds + small padding margin; motion axis horizontal
Defines the canonical construction of the slide-reveal treatment.
0053Staggered lines in motion titles must mirror the knock-on effect of the patterns; titles may stagger in line-by-line, or type of different hierarchies may stagger in blocks.
Ties typographic motion to the pattern system's knock-on behaviour.
0054Sesimi Rebond custom glyphs must push to the right, transforming into the alternate glyph before returning to neutral; letterforms must always enter and exit frame in their original state.
entry/exit state = original (neutral) glyph
Preserves legibility and canonical letterforms at frame boundaries.
0055Patterns in motion are available in two speeds (normal and fast) and may be used as backgrounds or standalone loops, with section blocking present throughout the animation duration.
two approved speeds: normal, fast
0056Idents may only be used with approval of the Sesimi brand team.
requires Sesimi brand team approval
Idents are reserved brand assets for events and brand films.
0057Divider duration must match the length of the accompanying content for easy reading.
duration ≈ content length
0058Lower thirds are available in one- and two-line variations only, and are adjustable in size.
1 or 2 lines
0059Shape panels are adjustable in size, may use any brand colour, and are available as transparent overlays.
brand-colour palette only
0060Motion elements must not move vertically or diagonally.
horizontal motion only
Keeps motion consistent with the brand's horizontal system.
0061The core movement of the patterns must not be altered.
0062Patterns or shapes must not be recreated from scratch.
0063Effects must not be applied to the motion graphics.
0064Frames must not be overwhelmed with graphic elements.
0065Off-brand colours must not be used, and no more than two brand colours may appear in a single frame.
≤ 2 brand colours per frame; palette limited to brand colours
Preserves palette discipline and visual clarity in motion frames.
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. Element guidance: Grid — a flexible guide (not a strict rule) for considered, consistent design across spreads. Colour use — colours can change per template page/spread, but must follow the recommended colour combinations set out in Section 3.4. Typography — use the provided Paragraph Styles for hierarchy and coherency; do not deviate from the sizes provided. Highlights — use the "Underline" Paragraph Styles for colour-highlighted pull quotes or key copy — no need to draw boxes manually. Iconography — use sparingly to add visual texture to copy-heavy spreads or as signposts for sub-sections; place within the grid system. Back covers — four versions available; match the colour to the front cover.
0066When a section opener uses a particular pattern and colour (e.g. Balloon pattern in Lime), the following pages in that section should follow suit in shape and colour.
Maintains visual coherence within a section by carrying the opener's pattern and colour through subsequent spreads.
0067Use the grid as a flexible guide (not a strict rule) for considered, consistent design across spreads.
0068Colours can change per template page/spread, but must follow the recommended colour combinations set out in Section 3.4.
colour combinations per Section 3.4
0069Use the provided Paragraph Styles for hierarchy and coherency; do not deviate from the sizes provided.
sizes fixed to provided Paragraph Styles
0070Use the "Underline" Paragraph Styles for colour-highlighted pull quotes or key copy; do not draw highlight boxes manually.
Ensures highlight treatments are consistent by relying on the paragraph style rather than manual shape drawing.
0071Use iconography sparingly to add visual texture to copy-heavy spreads or as signposts for sub-sections, and place icons within the grid system.
sparingly; within the grid
0072Four back-cover versions are available; the back-cover colour must match the front cover.
back cover colour = front cover colour
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.
0038Primary crops of brand patterns must be central along the horizontal axis, keeping base proportions true.
central horizontal-axis crop; true base proportions
Secondary ('free') crops may zoom into portions of the pattern for more dynamic, differentiated assets.
0039When patterns are used with photography, always ensure the image's focal point isn't obscured.
Patterns can mask photography (image-in-pattern) or sit on top of an image, rippling out across it.
0040Primary pattern colourways are Electric Lime pattern on Midnight Forest background, or Midnight Forest pattern on Electric Lime background; these should be used the most as they are the most distinctive combination in the palette.
Electric Lime + Midnight Forest pairing
Midnight Forest & Electric Lime are the most distinctive combination in the palette.
0041Patterns may be used 'white out' on any brand colour for secondary applications such as sales-deck inner pages or white papers.
0042Additional electrified colour combinations for patterns require sign-off from the head of brand.
head-of-brand sign-off required
0043People photography must be genuine, personal, and captured in the moment, with clean space around a focussed subject, a positive/confident/expert attitude, colourful and expressive treatment, and even natural lighting on bright neutral backgrounds.
Reflects the 'caught in the moment of magic' style — vibrancy, warmth and energy of real users.
0044People photography must not be pretentious or 'make-believe'; cluttered with a weak focal subject; anxious, stressed, passive or inactive; black and white, dark and rigid; or dark, gloomy, or filtered.
0045For 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
0046The Simplified icon set is designed on a 20×20px grid and is 'pixel perfect' for small sizes — use it for product UI, menu items and navigation.
20×20px grid
0047Use the Detailed icon set to bring magic and colour to communications, particularly when illustrating product benefits and concepts.
0048Graphic shapes are only used inside communications, never as hero imagery.
never as hero imagery
0049Graphic shapes are scalable, extendable, and rotatable in 90° increments, and may be rendered in any brand colour.
rotation in 90° increments only
Four shapes based on each brand pattern movement.
0050Graphic shapes are always used to 'hold' content — stats, imagery, rich text or a mixture — and typography held inside a shape must be left-aligned for clarity and impact.
left-aligned typography inside shapes
0051Do not rotate graphic shapes to the left; do not change their proportions; do not modify corners; do not rotate at angles other than 90° increments; and do not add or remove anchor points.
no non-90° rotation; no proportion, corner, or anchor-point modification; no leftward rotation
#03292DOne of the three most important brand colors; should always be present in some form across communications.
RGB 3 41 45CMYK 90/63/63/65#544AE5Flashes of colour used to highlight information or break up content on secondary applications such as inner spreads or call-outs. Always used in a smaller percentage than the primary palette.
RGB 84 74 229CMYK 85/75/0/0#7AF1FFFlashes of colour used to highlight information or break up content on secondary applications such as inner spreads or call-outs. Always used in a smaller percentage than the primary palette.
RGB 122 241 255CMYK 40/0/6/0#D1FF3BOne of the three most important brand colors; should always be present in some form across communications.
RGB 209 255 59CMYK 16/0/98/0#F74C07Flashes of colour used to highlight information or break up content on secondary applications such as inner spreads or call-outs. Always used in a smaller percentage than the primary palette.
RGB 247 76 7CMYK 0/84/100/0#F9CADEFlashes of colour used to highlight information or break up content on secondary applications such as inner spreads or call-outs. Always used in a smaller percentage than the primary palette.
RGB 249 202 222CMYK 0/27/9/0#FFFFFFOne of the three most important brand colors; should always be present in some form across communications.
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