BRAND GUIDELINES
Below you will find brand assets such as; logos, fonts, colors, image style, and overall brand direction assets for HSS Technology Services.
BRAND LOGO
It’s new. It’s different. And it’s been carefully designed to properly reflect the values we as a company hold dear. We thought you might enjoy knowing the thinking behind it:
- The italicized font evokes progress. Many security companies are a stopping force. HSS wants to be perceived as an entity that keeps things moving.
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The warm gray is designed to communicate strength, stability and longevity – while the blue color evokes friendliness and warmth, as well as a call to action. Overall, we want to convey a feeling that we are a company that cares and that serves as a comforting entity.
BRAND LOGO USE
Our logo is our corporate signature. That’s why every sound identity program starts with guidelines for its proper appearance and usage. These guidelines allow you to carefully maintain the HSS logo’s integrity and impact, by ensuring clean and consistent application. These logos have been developed for use with and without our slogan. Please do not create or use any other signature format or proportional relationship for logo applications other than those depicted here.
DIVISIONAL SIGNATURES
Our logo is our corporate signature. That’s why every sound identity program starts with guidelines for its proper appearance and usage. These guidelines allow you to carefully maintain the HSS logo’s integrity and impact, by ensuring clean and consistent application. These logos have been developed for use with and without our slogan. Please do not create or use any other signature format or proportional relationship for logo applications other than those depicted here.
LOGO GUIDELINES
As a rule, our corporate signature (i.e. our logo) should always be isolated and well staged on all marketing communications and presentation materials – as well as on any place you want to use the logo. This is achieved by maintaining a minimum X height (Where X equals the CAP-height of the word HSS, in the logo signature) along with a staging field around the logo that is totally clear of other typography, non-background textures, photo-imagery, and graphic elements. The HSS corporate signature may overprint or reverse out of textures and photo-imagery – provided there is sufficient contrast with absolutely no compromise in legibility. There is no maximum size for the logo providing staging guidelines are properly applied. To ensure readability and image clarity, the corporate signature must never be reproduced smaller than 0.5” wide.
Minimum logo size 0.5″
INCORRECT LOGO USAGE
As tempting as some opportunities may seem, incorrect use of the HSS logo compromises its integrity and effectiveness. The examples of logo misuse illustrated here are not comprehensive – and represent only a small sample of possible misuses of your mark. You should always keep in mind that the HSS logo is unique, and the proportion and arrangement of it have been specifically determined. To ensure consistent reproduction, never alter, add to, or attempt to recreate the logo. Always use the approved digital artwork, which can be easily obtained from the company or our marketing communications firm.
TYPOGRAPHY
With guidelines for proper logo usage in place – the next graphic element to consider is typography (or type, for short). A disciplined and organized use of typography is critical to achieving a consistent and distinctive look across all of your corporate and marketing communications materials – both print and digital. The Typography below is to be used in headlines, quotes, call outs, and written content.
Bebas neue : BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Montserrat : REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Montserrat : Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
TYPOGRAPHY USE
All typography reproduced in conjunction with the corporate signature is typeset in the primary fonts Montserrat and Bebas Neue. Below shows how to use headlines, and supporting content.
HEADLINE BEBAS NEUE BOLD 70 PIXELS
Montserrat: regular lower case for all body content.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras rutrum, ante vitae tincidunt suscipit.
HEADLINE BEBAS NEUE BOLD 70 PIXELS
Montserrat: regular lower case for all body content.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras rutrum, ante vitae tincidunt suscipit.
COLOR PALETTE
Color makes a statement – and the proper usage of it can make or break good communications materials. HSS’s primary and secondary color palettes have been carefully selected with this in mind, and it’s important to follow the approved color guidelines when creating materials on behalf of the company. Illustrated below are the approved PMS colors that make up the corporate palette, along with their associated four color (CMYK mixes) and RGB scales for reproduction in digital or web formats.
WARM GREY
PMS: P 172-15 C
PMS: P 179-14 U
CMYK:C:65 M:58 Y:57 K:37
RGB: R:77 G:77 B: 77
WEB: #4D4D4D
CONFIDENT BLUE
PMS: P 112-8 C
PMS: P 112-8 U
CMYK:C:75 M:36 Y:0 K:0
RGB: R:40 G:141 B: 216
WEB: #288DD8
WHITE
CMYK: C:0 M:0 Y:0 K:0
RGB: R:255 G:255 B: 255
WEB: #FFFFFF
COMPLIMENTRY SHADES
COMPLIMENTRY SHADES
COMPLIMENTRY SHADES
ABSTRACT GRAPHIC STYLE
The visual brand style of HSS is to capture visual elements in an abstract way while still showing a glimpse of potential service to our customer. It’s not all about the happy end result of a person looking back at a camera yet it is the possibilities that exist today and the potential or what HSS can build for the future of there customers.
COMPLIMENTRY GRAPHIC STYLE
The secondary graphic style can be used in company of HSS content. Similar to the abstracted “S” it should not focus on people and lifestyle yet it should show the potential of what HSS offers.
WEBSITE STYLE
POWER POINT STYLE
