MOOVE-Brand Guide - 062020

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ON THE
Moove brand identity guidelines

Brand Guidelines / moove
Contents
Guidelines Templates
Brand elements Letterheads

Logo Variations Business cards
Positive variations T-shirts and Pens
Negative variations Power point templates
Minimum sizes Layout template guide
Clear space Website
Colour Email signature
Typography Signages
Photography
PLEASE NOTE: IMAGES SHOWN ON THIS PAGE AND THROUGHOUT THESE GUIDELINES ARE FOR INTERNAL 2
PURPOSES ONLY. THEY ARE NOT AVAILABLE FOR USE ON ANY MOOVE COMMUNICATION MATERIAL OR
FOR REUSE BY EXTERNAL PARTIES EXCEPT PURCHASED AND LICENSED BY THE RIGHTS OWNERS.
Logo T RI PPLE ‘O ’ I NT ERSECTION DEPTH

I S T HE SA ME WI DTH BETWEEN
MO OVE L ETTERS
The Moove
logo comprises
of two major
graphic
elements.
The moove letters and
and the motion bar. The
motion bar is derived
from a search bar, but
also merges three “o”s
visually emphasising the
action to moove.
MO OVE MOT I O N BAR
The ultimate vision of

the brand identity is FULL LO GO + LOGO TYPE
exploit the full potential

of allowing both elements
exist harmoniously.
PRIMARY CLEARANCE AREA
Always leave at least 1x the width of the “M” all around the
logo when designing layouts
Logo Mark
LOGO MARK:
This is the most visible basic

iconographic element of the logo. It
is the tripple “O” visually stressing the
call to action of movement.
It represents an emotion of freedom

from a dissatisfaction of conventional
ride hailing, and an emergence of a
new platform that fuses ride hailing,
auto finance (lowering the entry
barrier to owning a vehicle), and
technology.
It embodies
motion, vision,
versatility, focus and
collaboration.
Colour range
Colour
PANTONE PANTONE
240C 2028C
CMYK C0, M91, Y100, K0 C0, M95, Y90, K0
RGB R229, G48, B18 R255, G0, B0

WEB #E53012 #FF0200
PANTONE
2013C
GRADIENT
FUSION FILL
CMYK C0, M71, Y100, K0
RGB R236, G100, B8
WEB #EB6408
Backgrounds WHITE / LIGHT FULL COLOUR BACKGROUNDS:
GENERAL RULE:
There are four broad considerations

for the background of the logo:
PRIMARY COLOUR BACKGROUNDS:
• White colour background,
• Primary colour backgrounds
• Dark Backgrounds
• Light Backgrounds.
DARK BACKGROUNDS:
Full colour space: Single colour space:

White or gradient fill White only
Do’s and Don’ts

GENERAL RULE: DON’T:
We should never shy away from Do not redistribute

elements from the logo
using the full colours of the brand.
Avoid using the same colour spec on the logo as the
background, or vice versa. Constantly look for vibrant Do not represent the logo in
opportunities to express the logo. multicolour apart from the
brands gradient fusion fill,
and primary colours
X Do not increase the size of the

logo type beyond or below it’s
original proportions.
Avoid representing the logos

using fill and outlines. Enjoy one Never compress or condense
or the other on your layouts the logo by changing or
distorting the original
proportion ratios.
Typography
Gotham Rounded
BRAND DESIGN BOLD
COLL ATERAL DESIGNS

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
MARKETING abcdefghijklm
COMMUNICATION
DESIGN
nopqrstuvwxyz
BOOK
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
Alternate Typography
Raleway + Montserrat
EMAIL
ABCDEFGHIJKLM
MICROSOFT WORD
POWERPOINT
NOPQRSTUVWXYZ
EVERYDAY FONTS FOR abcdefghijklm
LOCAL COMPUTER
nopqrstuvwxyz
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
Layouts
GENERAL APPROACH: MOTION BAR MARK
CIRCLE INTERSECTION PIECES
Breaking up the moove motion bar to derive
shapes that presents an oasis of interesting
intersection of more shapes that we can explore
in developing our brand layouts.
An array of opportunities to
explore possibilities of the
logo mark
A minimum logo size of

5% on a every given layout
Layouts
LAYOUT CONSOLE:
GENERAL RULE:
All components of
any console must be
traceable to the moove
motion bar.
An array of combinations on to allow the
logo and key brand elements stand out
with less and less need to explore more
colours of the logo except as stated in
this guide book.
Images
Capture motion or
readiness for motion
GENERAL APPROACH:
As a digital brand, we would require

vibrant imagery in projecting the
needed image and essence, therefore
we are going to explore a range of
images that speak to the range of our
target.
Capture the essence

of becoming, freedom,
independence,
versatility and
growth in every
given scenerio.
Mix images with the brands

gradient fusion colour to take
up wide spaces
Business Cards
Ladi Delano
position / department
+234 803 567 6720
GENERAL APPROACH:
17b Bishop Aboyade www.moove.ng Allow logo to spread across

Cole Road, Victoria Island move@moove.ng the back of cards with different
Lagos Nigeria +234 700 MOOVE colours categorized by
departments in the organisational
structure
Letterheads
GENERAL APPROACH:
Basic Letter head size is A4 (210 x 297mm)

with a 10mm margin across all sides.
Basic weight for font is light, and maximum

font size is 14pts for letterheads.
Keep it simple, minimal

and on brand
17b Bishop Aboyade www.moove.ng

Cole Road, Victoria Island move@moove.ng
Lagos Nigeria +234 700 MOOVE
Email Signature
Seun bala-Nwofor
Fleet Manager
17b Bishop Aboyade +234 803 305 87 23

Cole Road, Victoria Island www.mo ove.af ri ca
Lagos Nigeria / GetontheMoove
PPTX templates
GENERAL APPROACH:
Maintain the motion bar derived graphic

elements on covers of documents as the lead
design graphic holder. Inner slides should have
a title case in bold not exceeding 40pts.

and on brand
Communication
Layouts
GENERAL APPROACH:
Maintain the motion bar derived graphic

elements as your layout direction

and on brand
Website look
and feel
Signages
GENERAL APPROACH:
RED LOGO on a white Background or

WHITE LOGO on a red background.
Explore the creative opportunities on every

given space.
Showroom Branding
GENERAL APPROACH:
Look Moove. Brand centric application of all

elements. First impression of show room must
be the moove brand colours.
CLEAR DIRECTIONAL
INFORMATION:
Each location should

have clear directional
signs to allow easy
human traffic flow
LOCATION GRAPHIC: within the showroom.
It hsould also have
Each location should have a key Visual that posters showing
points its actual location on a map in the the steps, and clear
designated city product information
as many times as
ONBOARDING PROCESS: possible.
Each location should the

on boarding process and all
regulatory information as
applicable in that country
Tshirts + others
GENERAL APPROACH:
Use bold brand colours and

apply the moove full logo in
another single colour.
Use other brand graphic elements to
accentuate your layouts.
Showroom Vehicles
GENERAL APPROACH:
Wrap the car from the central middle

point around the sides using the brand
colours and apply the moove full logo
in white on both sides of the car. Use
the Original Moove logo on both the
boot and bonnet.
Uber’s preferred fleet partner in Sub-Saharan Africa
Thank you
FOR MORE INFORMATION:
info@moove.africa

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Moove brand identity guidelines

Brand elements Letterheads

Logo T RI PPLE ‘O ’ I NT ERSECTION DEPTH

The ultimate vision of

exploit the full potential

This is the most visible basic

It represents an emotion of freedom

CMYK C0, M91, Y100, K0 C0, M95, Y90, K0

RGB R229, G48, B18 R255, G0, B0

RGB R236, G100, B8

Backgrounds WHITE / LIGHT FULL COLOUR BACKGROUNDS:

There are four broad considerations

• Primary colour backgrounds

Full colour space: Single colour space:

Do’s and Don’ts

We should never shy away from Do not redistribute

X Do not increase the size of the

Avoid representing the logos

COLL ATERAL DESIGNS

A minimum logo size of

As a digital brand, we would require

Capture the essence

Mix images with the brands

17b Bishop Aboyade www.moove.ng Allow logo to spread across

Basic Letter head size is A4 (210 x 297mm)

Basic weight for font is light, and maximum

Keep it simple, minimal

17b Bishop Aboyade www.moove.ng

17b Bishop Aboyade +234 803 305 87 23

Maintain the motion bar derived graphic

Keep it simple, minimal

Maintain the motion bar derived graphic

Keep it simple, minimal

RED LOGO on a white Background or

Explore the creative opportunities on every

Look Moove. Brand centric application of all

Each location should

Each location should the

Use bold brand colours and

Wrap the car from the central middle

Uber’s preferred fleet partner in Sub-Saharan Africa

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