The Logo 3. Fiksu Logo

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1 Brand Guidelines

2 2 Contents 3 Fiksu Logo 8 miq Logo 10 Brand Architecture 14 Color Palette 15 Image Treatment 16 Data Pattern 17 Typography 18 Applications 20 Signature

3 The Logo 3 Fiksu Logo The Fiksu logo is the most immediate representation of our company, our people, our culture, and our brand. It is a valuable corporate asset that must be used consistently in the proper, approved forms. This document outlines the appropriate use of the brand logo, and the rules in how it should be represented.

4 4 Color Variations Regular Logo This is the regular version of the logo and should be used whenever possible. This logo should be used on a light subtle background. Black Logo The black logo should only be used when full color reproduction is not an option. An example for use is on a form that will be photocopied or other documents that will be printed in black and white. Reversed Color Logo When the logo needs to be placed on a dark background the reversed color logo should be used. This can be used on something such as the footer of the website. White Logo The white logo should be used when full color is not an option or when placing the logo on an orange background.

5 Logo Size 5.75in 100px Minimum Size The logo should always be larger than the minimum size listed depending on the type of application. In print the logo type should always be.75 wide or larger and on the web the minimum size is 100px wide. Area of Non-Encroachment The area of non-encroachment is relative to the size of the logo in the design. No design element, text or image should enter this area. In all designs, the height of one F should be maintained as clear space on all sides of the logo.

6 6 Tagline Lockup Horizontal Tagline Lockup In most instances, the tagline will not be locked up with the logo but instead be placed in a design relationship with the logo. (See web on page 14 for an example.) When placed in a lockup the horizontal lockup should be used when there is plenty of horizontal space in your layout. Stacked Tagline Lockup In most instances, the tagline will not be locked up with the logo but instead be placed in a design relationship with the logo. (See web on page 14 for an example.) When placed in a lockup the vertical lockup should be used when there is limited horizontal space in your layout.

7 Incorrect Logo Usage 7 Don t move the dot Don t remove the dot Logo Violations Do not alter the Fiksu logo in any way. Do not color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions. Do not attempt to lock up text or taglines to the logo that aren t part of the approved tagline lockup. Don t change colors Don t add gradients Don t add shadows or other effects Don t rotate the logo in non 90 increments Don t add over complex backgrounds Don t alter the opacity of the logo

8 8 miq Logo miq Logo The Fiksu miq logo is a very important piece of the brand story. This logo should be used when showing miq and how Fiksu uses miq to help clients succeed. The miq logo should never be locked up with the Fiksu logo for any reason. When using miq in text miq is always rendered with a lowercase m and upper case IQ. IQ is always written in plain text and never with superscript. It is never italicized. For Example: miq When using Fiksu and miq in text In copy, Fiksu can appear in conjunction with miq. For the first time mentioning Fiksu miq in a document the symbol should be used. For Example: Fiksu miq

9 Color Variations 9 Regular Logo This is the regular version of the logo and should be used whenever possible. This logo should be used on a light subtle background. Black Logo The black logo should only be used when full color reproduction is not an option. An example use is on a form that will be photocopied, or other documents that will be printed in black and white. Reversed Color Logo When the logo needs to be placed on a dark background the reversed color logo should be used. This can be used on something such as the footer of the website. White Logo The white logo should be used when full color is not an option or when placing the logo on an orange background.

10 10 Brand Architecture Master Brand Fiksu Ingredient Brand Mobile Marketing Solutions Endorsed Brand miq For Apps: For Brands: FreeMyApps Fiksu Acquire Fiksu Aware Fiksu Retain Fiksu Response When using sub-brands in text For app and brand marketing solution descriptors - including managed and unmanaged solutions, the Fiksu brand name should appear before the solution descriptor, but it is always written in plain text, and should be capitalized. For Example: Fiksu Acquire Fiksu Response

11 Fiksu and miq Relationship 11 A Design Relationship Fiksu and miq can appear in the same visual application as part of a design relationship. But the miq logo should never be locked up with the Fiksu logo.

12 12 Endorsed Brand Guidelines FreeMyApps Lockup FreeMyApps is treated as an endorsed brand, that is powered by miq. The miq logo, however, should never appear in conjunction with the FreeMyApps logo. When written, the F in free, the M in My, and the A in apps should be capitalized with no spaces between words. For Example: FreeMyApps

13 Fiksu and FreeMyApps Relationship 13 A Design Relationship The Fiksu logo and FreeMyApps logo can appear in the same application as part of a design relationship. The Free My Apps logo should never be locked up with the Fiksu logo.

14 14 Color Palette Primary Color Palette Pantone 158C Pantone 7545C Pantone 5415C Pantone 427C The primary color palette for Fiksu reflects a clear, organized, and dynamic brand. The Fiksu orange can be used on imagery and pieces of text to raise its importance. Light grey also plays an important role in maintaining a clean consistent look as a background color. CMYK CMYK CMYK CMYK RGB RGB RGB RGB HEX #F26539 HEX # HEX #798F9A HEX #F1F3F7 Secondary Color Palette Pantone 7447C CMYK Pantone 7470C CMYK Pantone 3125C CMYK Pantone 345C CMYK Pantone 381C CMYK Pantone 128C CMYK The secondary color palette has been carefully chosen to work harmoniously with the primary color palette of orange and grey. The use of these colors will ensure consistent color stories throughout applications. The secondary color palette should be used sparingly where appropriate and can also be used as a color overlay on photography. RGB RGB RGB RGB RGB RGB HEX # HEX #00576F HEX #00ABC7 HEX #91D5AB HEX #CEDB00 HEX #F7D44B

15 Image Treatment 15 Color Overlay Images should be treated consistently to ensure a cohesive look and feel for the Fiksu brand. Images that should be closely tied with the Fiksu brand story such as the first image on the web homepage should be treated with an orange color overlay. Pattern Overlay On top of the color overlay the data pattern can be overlayed to further customize the image and make it uniquely Fiksu s. This should be a pattern of white dots with the opacity dropped down to create a subtle texture. Blurred Color Overlay Certain images can be used as a background device to add texture and depth to a layout. In this case the image can be blurred and overlayed with Fiksu s grey color for placing typography and other graphic elements on top of. Secondary Color Palette Overlay Certain supporting imagery can use a color overlay of the secondary color palette to aid the placement of typography on top of imagery.

16 16 Data Pattern Pattern on Orange When using the data pattern on orange the pattern should be white with the opacity dropped down to create a subtle texture. This can be used for backgrounds such as on the PowerPoint template, back of business cards, headers on data sheets, etc. Pattern on White When the pattern is placed on white there is two versions to consider. If you are placing design elements or typography over the pattern the light grey and white combination should be used. If you are using the pattern solely for visual impact the orange pattern should be used. (Such as on the trade show booth.)

17 Typography 17 Titillium Web Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Headline and Subhead Typeface Headlines and subheads on documents should always use the Titillium Web Light typeface. Open Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy Typeface All body copy should be rendered in Open Sans Light. This typeface has been specifically chosen to compliment Titillium Web Light. This typeface is a very readable sans serif that works very well in digital environments.

18 18 Example Applications

19 Example Applications 19 Trade Show Booth In this trade show booth you can see the design relationship between Fiksu and miq. You can also see the white version of the logo and two versions of the data pattern being used.

20 20 Signature Signature lock-up In Gmail use San Serif type selection with the size set to small. Logo linking information: Once logo is placed, link to Fiksu.com Social icons are provided to either link to the Fiksu social accounts or personal professional socal accounts Social icon linking information: Once signature is estiblished in Gmail, copy/paste into Mac Mail preferences if Mac Mail is the desired mail client. Arial is the used in Mac Mail.

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