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Fiksu Logo
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mIQ Logo
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Brand Architecture
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Color Palette
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Image Treatment
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Data Pattern
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Typography
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Applications
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Email Signature
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Contents
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.
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Color Variations
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.
Black Logo
The black logo should only be used when full color reproduc-tion is not an opreproduc-tion. An example for use is on a form that will be photocopied or other documents that will be printed in black and white.
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.
White Logo
The white logo should be used when full color is not an option or when placing the logo on an orange background.
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 mini-mum 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.
Logo Size
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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 limit-ed horizontal space in your layout.
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 ele-ments. 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.
Incorrect Logo Usage
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Don’t move the dot
Don’t change colors Don’t add gradients
Don’t rotate the logo in non 90° increments
Don’t alter the opacity of the logo Don’t add shadows or
other effects
Don’t add over complex backgrounds
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™
Color Variations
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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.
Black Logo
The black logo should only be used when full color reproduc-tion is not an opreproduc-tion. An example use is on a form that will be photocopied, or other documents that will be printed in black and white.
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.
White Logo
The white logo should be used when full color is not an option or when placing the logo on an orange background.
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Brand Architecture
Master Brand
Ingredient Brand
Mobile Marketing Solutions
Endorsed Brand
Fiksu
®mIQ
For Apps:
Fiksu Acquire
Fiksu Retain
For Brands:
Fiksu Aware Fiksu ResponseFreeMyApps
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
Fiksu and mIQ Relationship
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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.
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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:
Fiksu and FreeMyApps Relationship
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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.
Primary Color Palette
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. Pantone 158C CMYK 0 | 75 | 85 | 0 RGB 242 | 101 | 57 HEX #F26539 Pantone 7545C CMYK 20 | 0 | 0 | 80 RGB 67 | 82 | 90 HEX #425363 Pantone 5415C CMYK 56 | 36 | 32 | 2 RGB 121 | 143 | 154 HEX #798F9A Pantone 427C CMYK 4 | 2 | 1 | 0 RGB 241 | 243 | 247 HEX #F1F3F7 Pantone 7447C CMYK 73 | 71 | 5 | 8 RGB 91 | 87 | 131 HEX #604775 Pantone 7470C CMYK 100 | 50 | 30 | 3 RGB 0 | 109 | 145 HEX #00576F Pantone 3125C CMYK 76 | 6 | 34 | 0 RGB 0 | 176 | 178 HEX #00ABC7 Pantone 345C CMYK 42 | 2 | 50 | 0 RGB 153 | 203 | 154 HEX #91D5AB Pantone 381C CMYK 29 | 0 | 92 | 0 RGB 192 | 216 | 66 HEX #CEDB00 Pantone 128C CMYK 3 | 15 | 87 | 0 RGB 250 | 211 | 61 HEX #F7D44B
Secondary Color Palette
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.
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 Fik-su’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.
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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
Typography
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Headline and Subhead Typeface
Headlines and subheads on documents should always use the Titillium Web Light typeface.
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.
Titillium Web Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&+=
Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Example Applications
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Trade Show Booth
In this trade show booth you can see the design relation-ship between Fiksu and mIQ. You can also see the white version of the logo and two versions of the data pattern being used.
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Email Signature
Signature lock-up
In Gmail use San Serif type selection with the size set to small. Logo linking information:
Https://www.fiksu.com/images/fiksu-logo-esig-tagl.png
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:
Https://www.fiksu.com/images/social-icons-twitter.png Https://www.fiksu.com/images/social-icons-linkedin.png Https://www.fiksu.com/images/social-icons-facebook.png Https://www.fiksu.com/images/social-icons-skype.png Https://www.fiksu.com/images/social-icons-googleplus.png Https://www.fiksu.com/images/social-icons-youtube.png Https://www.fiksu.com/images/social-icons-pinterest.png
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.
