Poixel Brand Book

Brand Guidelines © 2021. All copyrights reserved to Poixel

Welcome to the brand guideline of Poixel. In this document, a clear illustration will be delivered to teach you the methods of how Poixel brand should be used and established within the market, including the usage of the visual identity, supported by its brand strategy and materials. Using our brand should be done according to what is documented in the guideline, as it is extremely important to follow the instructions written to establish it effectively. We hope you enjoy learning more about our brand. Marketing Team Brand Style Guideline - 2021 www.poixel.com I Introduction

II Brand Style Guideline - 2021 www.poixel.com Table of Content Brand Who we are Positioning Brand Values Tone of Voice 1 5 3 Color Primary Palette Secondary Palette Color Principle Layout Printed Officials Display Screen Social Identity Mark Master Logo Applications Logo Misuse Size & Spacing 2 6 4 Typo English Typo Arabic Typo Size & Spacing Visuals Imagery Iconography Illustrations

Brand

Brand Style Guideline - 2021 www.poixel.com 2 Poixel is a branding and marketing creative company based in Kuwait specializing in developing business strategies and assisting entrepreneurs in implementing their brand strategy in the market. Poixel crafts interactive strategies to humanize brands by creating a relationship with the targeted audience through marketing research, data analysis, strategy development, branding, and strategic planning. Poixel empowers the market with creative and original visual communication to attract the market demand, aiming to build a successful portfolio based on case studies and data analysis. Who we are

Brand Style Guideline - 2021 www.poixel.com 3 Positioning Advance pioneers with strategic branding and marketing services. Mission Vision Proposition Craft a well-design insightful data hub to provide credible business solutions. Assisting decision makers with a structured business solutions developed by authintic data to forcast their brands’ positioning and its future.

Brand Style Guideline - 2021 www.poixel.com 4 Brand Values Poixel is committed to delivering the best quality of its services, considering the client’s time and goals, and building mutual respect between stakeholders within its workspace. Behavior & Traits Business Practices Company Culture A design firm that brings Attention to detail defines a fine piece of art and establishes expertise due to insightful & well-researched data. A firm that supports creativity in all different work aspects within its workspace; crafting entrepreneurial mindset framed within a collaborative team seeking to define learning methodology as a critical component of its development among youth.

Brand Style Guideline - 2021 www.poixel.com 5 Tone of Voice Using the tone of professionalism by emphasizing formality by choosing a communication methodology to establish a well-structured and comfortable customer purchasing cycle. Fromal Insightful Story-teller We speak numbers that are the future of any industry by sharing & presenting insights and figures that shall build credibility to our thoughts and marketing philosophy. A story based on an existing case study stands for authenticity, which decision makers perceive by a challenge & executed call to action in the market.

Mark

Brand Style Guideline - 2021 www.poixel.com 7 Master Logo Main logo is consisted of word mark, with a ratio of 1:3.5. The word mark should always be visible in each marketing material to expose the brand, and with no modifies in coloring or letter spacing. The minimum usable size for digital screen and presentations is 40px:140px. And the minimum usable size for printed officials is 0.5cm:1.75cm. Download Logo Files

Business Development Brand Style Guideline - 2021 www.poixel.com 8 Applications Poixel operates multiple programs under its brand, which are developed internally with the collaboration of certain entities. The symbol mark “X” is mainly used for the brand’s sub-applications for internal usage. An official collaboration with a official brand shall be represented by word mark, which shall be on the right of the presentation and the other party on the left. Internship Program Research Analytix

Brand Style Guideline - 2021 www.poixel.com 9 Logo Misuse Do not Distort the logo Do not change opacity Do not change letter spacing Do not try to recreate using other typeface Do not add drop shadow or any effect Do not use any other color than black

Brand Style Guideline - 2021 www.poixel.com 10 Size & Spacing 1x 3.5x The word mark is a measurment tool for any marketing material of the brand. The hight of the word mark represents margins & spacing of artboards, posters & official papers. The letter “P” is a margin measure between any visual element, including images, icons, illustrations & context.

Color

Brand Style Guideline - 2021 www.poixel.com 12 Primary Colors Black 6 C RGB 16 24 32 HEX 101820 CMYK 100 61 32 96 Cool Gray 2 C RGB 208 208 206 HEX D0D0CE CMYK 14 10 8 0 447 C RGB 55 58 54 HEX 373A36 CMYK 70 57 63 65 White RGB 255 255 255 HEX ffffff CMYK 0 0 0 0 The brand’s primary colors are a white background with black context or vice versa, representing formality & conveying certainty.

Brand Style Guideline - 2021 www.poixel.com 13 Secondary Colors Black 6 C RGB 16 24 32 HEX 101820 CMYK 100 61 32 96 White RGB 255 255 255 HEX #ffffff CMYK 0 0 0 0 447 C RGB 55 58 54 HEX 373A36 CMYK 70 57 63 65 Blue 072 C RGB 16 6 159 HEX 10069F CMYK 100 90 0 7 Poixel uses blue color for titles and page breakups. The blue represents the professionalism and credibility that a client shall perceive.

Brand Style Guideline - 2021 www.poixel.com 14 Secondary Colors 1655 C RGB 252 76 2 HEX FC4C02 CMYK 0 77 100 0 White RGB 255 255 255 HEX #ffffff CMYK 0 0 0 0 2013 C RGB 255 152 0 HEX FF9800 CMYK 0 39 100 0 2349 C RGB 202 54 4 HEX CA3604 CMYK 0 87 100 2 Poixel uses orange and red to highlight a certain unique element, such as charts and phrases. It is used to reflect energy and risk takers.

Brand Style Guideline - 2021 www.poixel.com 15 Gradients Poixel uses gradients in marketing materials such as social media platforms posts and engaging graphics with a certain target audience, to represent creativity. 45° Angle Three colors of red scheme 45° Angle Three colors of blue scheme 45° Angle Three colors of blue scheme 45° Angle Two colors of black scheme

Typography

Brand Style Guideline - 2021 www.poixel.com 17 English Typo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Helvetica Neue UltraLight - Helvetica Neue Thin - Helvetica Neue Light - Helvetica Neue Regular - Helvetica Neue Medium - Helvetica Neue Bold - Helvetica Neue Condensed Black - Helvetica Neue Download Font

Brand Style Guideline - 2021 www.poixel.com 18 Arabic Typo أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن هـ و ي Helvetica Neue LT Light - Helvetica Neue LT Arabic Roman - Helvetica Neue LT Arabic Bold - Helvetica Neue LT Arabic Download Font

Brand Style Guideline - 2021 www.poixel.com 19 Size & Spacing Heading 1 Size: 140pt - Line Spacing: 140pt Heading 2 Size: 80pt - Line Spacing: 120pt Heading 3 Medium Size: 64pt - Letter Spacing: - 64 Paragraph 1 Medium Size: 32pt - Line Spacing: 34pt Paragrah 2 Light Size: 32pt - Line Spacing: 34pt Reference Regular Size: 14pt - Line Spacing: 14pt

Layout

Brand Style Guideline - 2021 www.poixel.com 21 Printed Officials Marketing materials for printed papers, such as letterhead, business card, memos, etc. Printed Officials shall have six (6) columns breakdown to justify-content properly with a margin of at least 24px or 0.5 cm. The size of the logo shall be equal to the column width and the page margin shall be equal to the logo hight. In some areas, the size of logo only can change to half size of the column width, which shall be the minimum size of use; without changing the original margin size. Business Card A4 Landspace Presentation A4 Official Letter Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis- mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo conse- quat. Duis autem vel eum iriure dolor in hendre- rit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc- ing elit, sed diam nonummy nibh euismod tincid- unt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipisc- ing elit, sed diam nonummy nibh euismod Lorem ipsum dolor sit amet, cons ectetuer adipis Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum Lorem ipsum Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit Lorem ipsum dolor sit Lorem ipsum dolor sit amet,

Brand Style Guideline - 2021 www.poixel.com 22 Digital Screens Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Lor- em ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit Lorem ipsum For digital presentations, it shall have six (6) columns breakdown to justify-content properly with a margin of at 24px. The size of artboard shall be width: 1920px & hight: 1280px, with page margin equals to logo hight. The size of the logo shall be equal to the column width and the page margin shall be equal to the logo hight. In some areas, the size of logo only can change to half size of the column width, which shall be the minimum size of use; without changing the original margin size.

Brand Style Guideline - 2021 www.poixel.com 23 Social Identity For social media posts, it shall have six (6) columns breakdown to justify-content properly with a margin of at least 24px. The artboard ratio shall be either 1:1 or 4:5 with a size of not less than 1000px hight, and a page margin equals to logo hight. The size of the logo shall be equal to the column width and the page margin shall be equal to the logo hight. In some areas, the size of logo only can change to half size of the column width, which shall be the minimum size of use; without changing the original margin size. Lorem ipsum dolor sit amet, consec- tetuer adipiscing elit, sed diam nonum- my nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos- trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facili- si. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis- mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ulla- mcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum Lorem ipsum

Visuals

Brand Style Guideline - 2021 www.poixel.com 25 Imagery Poixel communicates professionalism and formality with its audience using imagery that focuses on the workplace, story-telling, and collaboration between stakeholders. In addition, to capture the audience's attention with related visuals, Poixel emphasizes its location by pointing at Kuwait and its surrounding environment.

Brand Style Guideline - 2021 www.poixel.com Iconography Download Icons 26

Brand Style Guideline - 2021 www.poixel.com 27 Illustrations Illustrations and patterns are rarely used in a presentation or marketing material. Still, if used, Poixel shall use it in strokes; and in the background only without focusing on it. In addition, Poixel do not use any illustrations from online platforms, such as evanto. All illustrations and patterns must be original and unique to Poixel.

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