Cape Brand Book
At Cape we’re focused on helping businesses reach the next stage of their growth and operating plans. Which is why we've brought together the best to re-imagine how to help our customers save time on financial admin and cut wasteful spending.
Cape Brand Guidelines
Style Guideliness Version 1.1 January 2021
September 2016January 2021 About this guide The guide explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications. It should inspire and encourage more effective communications whenever they carry the Cape logo. A strong brand is one of the most valuable assets an organisation Contents owns – it can mean the difference between a client choosing us, 1.0 Logo 03 or one of our competitors. It is the visual and written expression 2.0 Colour 06 of everything we are, and everything we promise to deliver to our clients. 3.0 Typography 08 To make it truly impactful it needs to be applied consistently . 4.0 Imagery 12 Everyone has a part to play in doing this and bringing our brand to life – these elements are here to help you. wwwwww.hellocape.com.i-l-m.com 022
January 2021 Logo 1.0 1.0 Versions 04 1.1 Usage 05 1 www.hellocape.com 03
January 2021 Logo 1.0 Versions Full colour Alternative The logo should be used in its entirety with no alterations or additional elements. Always ensure clarity of the logo when using it on white, black and coloured backgrounds. Use the most appropriate version of the logo to achieve legibility. Use the full colour logo for light coloured backgrounds and the reverse logo for darker backgrounds (including black). Logos can be used over photography, as long all Full colour (reverse) Outlined elements of the logo are clearly visible. www.hellocape.com 04
January 2021 Logo 1.1 Usage Exclusion zone The Cape logo is always surrounded by an exclusion zone. This area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. x The exclusion zone is created by measuring the width of the capital C, shown here with an x. There are no predetermined sizes for the Cape logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. The logo must only ever be resized in proportion and should never be squeezed or stretched. The minimum size across all versions of the logo is 40mm. Minimum size 40mm www.hellocape.com 05
January 2021 Colour 2.0 2.0 Palette 07 2 www.hellocape.com 06
January 2021 Colour Palette 2.0 Primary colours Secondary colours Our main brand colours are a combination of green, blue, red and yellow. Greens and blues to represent finance, yellows and reds to represent warmth and approachability. Using these throughout our communications makes them unmistakably “Cape” and helps to build our brand. The visual opposite represents the hierarchy of our colour palette. We also have a carefully considered set of secondary colours. They provide flexibility, help to inject seriousness, and can be used in diagrams and icons. Please don’t forget the off-white will really make these colours come to life. www.hellocape.com 07
January 2021 Typography 3.0 3.0 Overview 09 3.1 Primary font 10 3.2 Secondary font 11 3 www.hellocape.com 08
January 2021 Typography 3.0 Overview Primary font We use a combination of fonts across our communications to complement the Cape identity. The following section covers how and where to use the fonts most effectively. Circular Std Secondary font Brandon Grotesque www.hellocape.com 09
January 2021 Typography 3.1 Primary font Primary font The Cape primary font is Circular Std, a confident typeface with an intelligent and distinctive look. The primary font is only used for headlines, standfirsts and pull-outs or statistics where Circular Std required. Circular Std Bold Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Circular Std Book Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 www.hellocape.com 10
January 2021 Typography 3.2 Secondary font Secondary font The Cape secondry font is Brandon Grotesque, a contemporary typeface that is clear and defined. The secondary font supports our primary font and is used for sub-headings and all body copy. Brandon Grotesque Brandon Grotesque Bold Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Brandon Grotesque Regular Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 www.hellocape.com 11
January 2021 Imagery 4.0 4.0 Illustration 13 4.1 Illustration creation 14 4 www.hellocape.com 12
January 2021 Imagery 4.0 Illustrations Illustrations The Cape illustration style is sophisticated, yet approachable, with an isometric look and a ‘comic book’ feel reflecting and reinforcing the Cape ‘hero’ message. For premium pieces, please make every effort to use illustrations. Illustrations can be designed to support literal and abstract messages. Here are a few examples for creative inspiration. www.hellocape.com 13
January 2021 Imagery 4.1 Illustration creation Illustrations When creating additional illustrations, refer to Vectorpouch on Adobe Stock for inspiration. Most isometric illustrations can be purchased and then used as a starting point. Assets can then be added to and tailored for specific usage or when an appropriate illustration cannot be found. Isometric look and feel Use Cape red / blue combinations Dotted shadows where appropriate www.hellocape.com 14
September 2016 Need more help? Please contact John Penney if you have any questions about these guidelines or need further advice on using our new logo. [email protected] www.i-l-m.com