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Identity basics

A graphic charter is the ‘ten commandants’ of your visual identity, explaining how and under which conditions your logo and visual elements can be used. It contains all the rules described in detail below and explains the creative choices behind them. It also includes the visual documentation and templates to consistently apply your identity.

This is useful internally, as well as externally so that your collaborators have clear graphical guidance to work with you. Your graphic guidelines will ensure coherence and harmony across all your communication channels, including:

Logo

A logo is the graphical symbol of your company or project. The charter outlines the rules for its proportions, size and positioning compared to other elements (text, titles, margins etc.)

Typography

The typography is the style and appearance of a document. The charter outlines the rules for page layout including line length and space and font type and size.

typography

Colors

We selected specific colours for you to produce the greatest brand awareness and recognition. Since colours will print differently on different materials, the charter provides detailed rules for printing across digital, print and physical forms.

colours pantone

Graphic elements and icons

You may use a mascot or graphic element that is different from your logo. The charter will define rules for its proportions, size and positioning compared to other elements.

Use of the images, illustrations and photographs

You may have specific images, illustrations and photographs associated with your identity. The charter will define them and the rules for their use including their proportions, size and positioning compared to other elements.