Brand Guide

A GUIDE TO THE EFFECTIVE USE OF OUR BRAND

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1.0
Brand
Overview
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Core Identity
Vision: We challenge all of our clients to question the status quo which enables them
to push boundaries and reinvent the way they do business.
Mission: We build robust cloud technology solutions to optimize and reinvent the way
our clients do business.
Value: We couple leading cloud technology expertise with direct industry expertise to
deliver efficient and meaningful results.

Brand Position
Plative’s proven delivery method combines direct and specific industry experience with
best-in-class technology expertise to provide unparalleled efficiency and results for our clients.

Brand Value
We enable industry-leading companies to deliver maximum value to their stakeholders,
partners, and customers by building technology around business processes.

Brand Voice
Articulate, but accessible. We’ll worry about the technology - you worry about the business.

Tagline
The Future. Enabled.

Archetype
Magician
Goal: Leverage the laws of the universe to enact positive change
Strategy: Help others transform their theirs using new methodologies and technologies.
Talent: Finding win-win situations

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Visual
Identity
System
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2.1 Logo

Vertical

Horizontal Symbol

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2.2 Clear Space

2.3 Minimum Size

Vertical Horizontal Symbol

21 px 15 px 10 px

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2.4 Misuse
Our logo should not be altered in order to maintain consistency.

DO NOT
1. Do not alter the proportions of any part of the logo.
2. Do not apply a drop shadow.
3. Do not use transparency.
4. Do not add a stroke. 1
5. Do not use the word mark at an angle.
6. Do not add new fonts to logo.
7. Do not place on busy backgrounds.
8. Do not Remove any elements from the logo.
9. Do not change the colors.
10. Do not place on a color background that isn’t listed on the brand guide.

2 3 4

5 6 7

PL ATIVE

8 9 10

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2.5 Typography

Aileron Primary Font

Aileron Bold

The Font

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Aileron is a neogrotesque san-serif font

by Sora Sagano (Japan).

Kk Ll Mm Nn Oo Pp Qq Rr Ss The design basis of Aileron is close to

Helvetica, but conceptually it has also

Tt Uu Vv Ww Xx Yy Zz become rather close to Univers. It’s provided

with a mechanical italic that has undergone

0123456789 corrections to prevent any visual discomfort.

The main aspect of this font is its versatility.

Open Sans
Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789
Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Seconday Font
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 Open Sans

Light Italic The Font

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Open Sans is a humanist sans-serif typeface

designed by Steve Matteson and commissioned
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz by Google. Featuring wide apertures on many

0123456789 letters and a large x-height (tall lower-case

letters), the typeface is highly legible on screen
and at small sizes. It belongs to the humanist
Semibold genre of sans-serif typefaces, with a true italic.
It was released in 2011.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789

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2.6 Typeface

The Five
Boxing Wizards
Headline
Aileron Bold
50pt | Kerning -20

Jump Quickly
Exerci Tation Ullamcorper
Sub Headline
Open Sans Light
27pt | Kerning 0

Lorem i psum dolor s it a met, consectetuer adipiscing e lit, sed diam

nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat v olutpat. Ut w isi enim ad m inim veniam, quis nostrud exerci Body
tation u llamcorper s uscipit lobortis nisl u t aliquip ex e a commodo Open Sans Light
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate 10pt | Kerning 0
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis
at vero eros et accumsan et iusto odio.

Quote
“Ut laoreet dolore magn aliquan erat” Open Sans Light Italic
18pt | Kerning 0

Attribution 1
- Quis nostrud exerci Open Sans Regular
10pt | Kerning 0

Attribution 2
Duis autem vel eum Open Sans Semibold
10pt | Kerning 0

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2.7 Color

Primary Colors

BLACK
CMYK 80 77 77 68
RGB 18 16 14
#11100e

CORONA RED
CMYK 24 90 87 10
RGB 175 28 17
#AF1C11

Secondary Colors

Burned
DARK GRAYRed
CMYK 73 32
CMYK 65 81
63 57
33 24
RGB 50131
RGB 50 34
5050
#323232
#832232

LIGHT GRAY
CMYK 2 2 2 0
RGB 247 246 245
#f7f6f5

Accent Color

MID GRAY
CMYK 18 14 15 0
RGB 200 200 200
#c8c8c8

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2.8 Color Combination

and Acceptable use of the logo

BLACK LIGHT GRAY MID GRAY DARK GRAY

CORONA RED LIGHT GRAY MID GRAY

BLACK CORONA RED MID GRAY DARK GRAY

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2.9 Textures
Textures are only to be used for web and other digital materials.

Placement: Top Left Hand Corner
Top Stripe: 60% Shown, 40% Hidden
Bottom Stripe: 100% Shown
Background Color: Corona Red
Stripes Color: Corona Red, Multiply, 60% Opacity
Placement: Center Right Hand
Stripes: 100% Shown
Background Color: Light Gray
Stripes Color: Mid Gray, 100% Opacity
Placement: Top Left Hand Corner
Top Stripe: 60% Shown, 40% Hidden
Bottom Stripe: 100% Shown
Background Color: White
Stripes Color: Black, 10% Opacity

Note: When placing the same color stripes on the same colored background,
apply the stripes with a multiply effect and 50% transparency.

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2.10 Using the Symbol as a Texture

Background Color: Corona Red

Symbol Color: Corona Red, Multiply, 60% Opacity

Background Color: Black

Symbol Color: Dark Gray, 80% Opacity

Background Color: White

Symbol Color: Black, 10% Opacity

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