GUIDELINES BOOK

2021
INTRODUCTION

The following pages describe the visual elements

that represent the THE SQUARE ONE brand identity.
This includes our name, logo and other elements
such as color, type graphics and imagery.
Sending a consistent, visual message of who we are
is essential to presenting a strong unified coalition.
Table of
Contents

SECTION 1 | LOGO MARK AND PLACEMENT

SECTION 2 | TYPOGRAPHY AND TEXT HIERARCHY
SECTION 3 | COLOR SYSTEM
SECTION 4 | IMAGERY & GRAPHICS
SECTION 5 | BRANDING EXAMPLES
 01
Logo Mark
and placement

Our logo is the key building block of our

identity, the primary visual element that
identifies us. The logo mark is a combination of
Number one and the ladder of success symbol
and our company name – they have a fixed
relationship that should never be changed in
any way.
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LOGO

logo can and should be more than

a symbol of identification. logo icon

If designed well, it also tells a

company’s story, by conveying
your brand message
in a way that helps to establish an logo
typogrraphy
emotional connection with your
target audience.
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CLEAR SPACE
UL

Make sure the logo has plenty of

clear space around it and that it
UL

isn’t represented too small.

Clear space is the area
surrounding the logo. It acts as a
buffer between itself and any text,
graphics, border or other logos. UL
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VERSIONS primary logo

there is two versions of the logo,

horizontal logo and vertical logo
The logo comes with two panton
colors No other arrangement or
color is allowed. The white
(negative) version of the logo is
intended for dark backgrounds.

secondary logo ICON

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LOGO COLORS

The logo comes with two panton

colors No other arrangement or
color is allowed. The white
(negative) version of the logo is
intended for dark backgrounds.
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VARIATIONS ON
A BACKGROUND

Full color beige or white, black on

pattern or image.

Use the full color beige or white

logo version over images and
subtle patterns that are too dark
to use blake color logo.
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MINIMUM SIZE

To ensure clean and legible

lettering and art detail, the width
of the primary logo must never
be less than 16.3 mm. The 16.3 mm

brandmark highst must never be

less than 10 mm, the horizontal
logo width must never be less
than 25.3 mm. 25.3 mm

10 mm
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PLACEMENT

the logo must always be placed

with sufficient open space in a
spot where it is clearly visible and
readable, and in harmony with
other elements. The top left and Preferred placement – top left Preferred placement – bottom right

bottom right corners are the

preferred positions, however, you
may also place the logo in the top
right or bottom left corners
depend- ing on what works best
in the specific context.

Centered placement Placement on back covers

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MISUSE

1. Never change the color

2. Never fill the logo with an image,
pattern or gradient.
3. Never squeeze, stretch, or in other
ways distort the logo.
4. Never use a drop shadow or any
other effect.
5. Never add anything.
6. Never angle the logo
 02
TYPOGRAPHY AND TEXT
HIERARCHY

Typography is an important element of our

brand identity. When used correctly,
it enhances the message of our communication.
luxury is a key attribute to our brand identity, this
is portrayed through our typefaces Playfair
Display SC and Raleway Text.
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TITLES
TYPOGRAPHY Playfair Display SC - BOLD

ABC DE FG HI J K L MNOPQR ST UV W XYZ

We have selected as primery font
a b c de fg h i j k l mnopqr stu vw x yz
Playfair Display SC - BOLD, for 1 2 3 4 5 6 7 890
titles and Raleway, for body, which
helps inject elegancy and power
into the entire brand Alliance
body text
communications, as an unique
typeface. Raleway
AB C D E FG H I J K L MNO PQRSTU VWX YZ
ab cd efg h i j k l mn o pqrst uv w xyz
12 3 456 7 8 9 0
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TITLES
TYPOGRAPHY Cairo - semibold

‫أب ت ث ج ح خ د ذ ر ز س ش ص ض‬
We have selected as primery font ‫ط ظ ع غ ف ق ك ل م ن ه و ي‬
Cairo - semibold, for titles and
1 2 3 4 5 6 7 8 9 10
Cairo -light, for body, which helps
inject elegancy and power into
the entire brand Alliance
BODY TEXT
communications, as an unique
typeface. Cairo -light

‫أب ت ث ج ح خ د ذ ر ز س ش ص ض‬

‫ط ظ ع غ ف ق ك ل م ن ه و ي‬

1 2 3 4 5 6 7 8 9 10
 03
COLOR
SYSTEM

Color is very important in branding and marketing

because it is where first impressions of customers
are based. ... Also, color is the secret in producing
a good identity for a company. Colors are more
than just a visual aid because colors convey
emotions, feelings and experiences.
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Black 100k
BRAND COLORS Print
CMYK 0 0 0 100
Screen
RGB 000
The color palette is available as HEX 000000

CMYK and RGB Adobe Swatch

Exchange files. You can import
Pantone 4755c
these in the swatch panel of
Print
Adobe CC applications, to avoid CMYK 15 23 25 0
Screen
having to punch in the numbers RGB 216 194 183

manually. The palette is also HEX D8C2B7

pre-defined in all relevant

templates. SCANDERY COLOR
Metallic coated Bronze Color
Pantone

#CD7F32
RGB
8024C (205, 127, 50)
 04
IMAGERY &
GRAPHICS

Photography is an essential part of our brand

communication an important tool for us to
communicate our values and personality. In
order to support recognition and add to the
visibility of our company.
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PHOTOGRAPHY

Both in color or black & white, the

photography elevates your
business and projects an
extroverted, innovative,
sustainable, professional and
contemporary theme.

make sure to add some bronze

shades to the colored photos.
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PATTERNS
Don’t over apply, and remember
sometimes a brand pattern can
be more recognizable than the
logo itself.

Pattern Pattern
 05
BRANDING
EXAMPLES

applying Branding visuals is important

because not only is it what makes a
memorable impression on consumers but it
allows your customers and clients to know
what to expect from your company. It is a
way of distinguishing yourself from the
competitors and clarifying what it is you offer
that makes you the better choice.
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STATIONERY
BRANDING
EXAMPLES

This solution includes some basic

elements of the coordinated
identity of Sereni Orizzonti.
Their use allows
to standardize communications,
both internally and externally,
through a single graphic layout
and represent the company to the
recipients
effectively ensuring immediate
recognition.
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STATIONERY
BRANDING
EXAMPLES

This solution includes some basic

elements of the coordinated
identity of Sereni Orizzonti.
Their use allows
to standardize communications,
both internally and externally,
through a single graphic layout
and represent the company to the
recipients
effectively ensuring immediate
recognition.
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SOCIAL MEDIA
BRANDING
EXAMPLES
19:21

This solution includes some basic

elements of the coordinated
identity of Sereni Orizzonti. Your Story @username @username @username

Their use allows @THESQUAREONE @THESQUAREONE

to standardize communications,
both internally and externally,
through a single graphic layout
and represent the company to the
recipients
effectively ensuring immediate
recognition.

1 1 1
GUIDELINES BOOK
2021