January 2016

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Our Logo

Our Typefaces

Our Colors

Graphic Elements

Additional Elements

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THE PURPOSE

This is a guide to ensure that branding is consistent and properly represents the visual identity of 10X Lab.

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01 Primary LogoThis logo is to be used for all printed and digital collateral, using Grey900 and Orange500 colors.

02 Grey900 LogoThis logo is to be used as a substitute of the Primary when there is a need for high contrast or for greyscale output.

03 Secondary LogoThis logo is to be used for all printed and digital collateral where Grey & Orange is not suitable. MAXIMUM contrast is the goal, always.

04 All White LogoThis logo is to be used as a substitute of the Secondary when there is a need for high contrast against dark or other solid colored backgrounds.

The remaining variations of the logo should be used in situations to their similar counterparts.

Example: The All Orange500 version of the logo can be used similarly to the All White logo.

OUR LOGO

Arguably one of the most valuable assets to any company. NEVER abuse our logo; it means no harm.

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When using the 10X logo, avoid garrish e� ects! Only YOU can prevent forest fires... and terrible-looking logo fails.

DO’s & DON’Ts

01 Space Around the LogoAlways leave space around the logo so that it may breathe. If placed near a corner, ensure spacing is equal on both edges.

02 Patterned BackgroundsIf using a patterned background, the pattern must NOT compete in saturation or contrast levels. Basically, if it looks questionable, you probably shouldn’t do it.

03 Solid BackgroundsAny combination of logo options may be used, so long as they are high-contrast.

04 Warning!Do NOT use the Grey logos on dark backgrounds, especially not on a Dark Pattern.

05 Rotation? Nope!NEVER rotate the logo.

06 Special E� ectsNever use special e� ects such as Glow, Bevel & Emboss, etc. with the logo.

06a Dropshadows? You Better Not!Dropshadows are never to be used with the 10X logo. This is separate from using shadows on other surfaces, as the logo should never appear to be a separate layer of the stack of materials as opposed to being a part of the material.

If you have to even question whether it looks good or that you might need to check with these guidelines... then you guessed it! It’s wrong!

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These fonts are used in both print & digital collateral. We think they look pretty nice when used properly.

Source Sans ProThe Source Sans Pro type family is our primary font. It helps communicate a techy feeling while giving a sense of intelligence.

It’s a clean looking font with great personality when used in its BOLD ALL-CAPS format. Use Source Sans Pro in headlines, subheadings, call-out text, or any other areas of interest.

Source Sans Pro LightWhen using this font, tracking remains loose and clean. This font style should be used in combination with Bold All-Caps when creating headlines. Other uses include small amounts of copy, such as a two-sentence body of text. Never use this style for large amounts of copy; we want to establish a type-heirarchy don’t we?

OUR TYPEFACES

AaA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p r s t u v w x y z ( . , : ; ? ! @ # $ % ̂ & * ) 0 1 2 3 4 5 6 7 8 9

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Source Sans Pro BoldWhen using this font, you MUST use a Tight letter spacing in PowerPoint, or -40 tracking in other design programs. This font style should rarely be used outside of headlines, especially when paired with the Light version. Avoid using too many cases of Bold on the same page and never set entire sentences with it. Think of it as a catch phrase: using it too o� en gets very obnoxious, very fast.

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 r s t u v w x y z ( . , : ; ? ! @ # $ % ̂ & * ) 0 1 2 3 4 5 6 7 8 9

Aa

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Using the Colors CorrectlyThe color palette is based on Material Design color theory; there are specific tints & shades available from each primary 500 Level color.

Pops of Orange & IndigoOrange or Indigo should primarily appear in either a call-out, a graphic element, or the X in 10X. Keep in mind, the 10X logo can only appear in the 500 Level colors, and never the other variations.Occasional use in body copy can definitely help to give it life, but let’s avoid looking a garrishly themed document each time okay?

Using Colors in TextAvoid using 100% black when possible, unless needed for absolute distinction. Stick to Grey900 as o� en as possible, with Grey500 or Grey700 as an alternate text color. All text must always have absolute legibility, so if there is ever a question of whether something looks legible or not then it probably is not legible enough.

We are defined by our colors: 10X is intelligent, bold, and disruptive. We embrace Material Design and all the cool things it can do.

OUR COLORS

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FFF2E0

ORANGE INDIGO BLUE-GREY GREY

50 LEVEL

200 LEVEL

500 LEVEL

700 LEVEL

900 LEVEL

FFCC7F

FF9900

FF9900

F06C00

E55000

E8EAF6

9EA7D9

3FS1B5

3FS1B5

2F3F9E

1A237D

EDF0F2

AFBCC4

617E8C

617E8C

455A63

263238

FAFAFA

EDEDED

9E9E9E

9E9E9E

616161

212121

2 LEVEVEVEL00002

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DividersWe use So� Breaks to divide content areas. They consist of a dotted line that is between 1pt and 3pt wide. You may lower their opacity in segments of 20% but never lower than 40% since anything less would not need a divider.

We use Hard Breaks to divide major content or quadrants in our decks. It helps to show a very true separation of information. Simple Shadow Grey solid lines do the heavy li� ing for us. They may cross as needed.

1pt 2pt 3pt

2pt 1pt

1pt

3pt 2pt 1pt

80% 60% 40%100%

Use them wisely, and by wisely we mean not all of them at the same time.

GRAPHIC ELEMENTS

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Other Graphic ElementsWe utilize an abstract corner mark on photography and also on our collateral. The mark is a variation of the solid 10X Orange rectangle that bleeds o� of the edge.

Elevation & ShadowsDesign elements have shadows & posess similar qualities to objects in the physical world; they cast shadows and reflect light. They can be stacked or a� ixed to each other but they NEVER pass through each other.Follow the same rules for drop shadows found at: https://www.google.com/design/spec/what-is-material/elevation-shadows.html

ImageryAll images selected for use on web or mobile should follow Material Design guidelines: https://www.google.com/design/spec/style/imagery.html#

Also ensure that all images do not cause legibility issues with any text associated. Example: If you are wondering if an image makes the text hard to read, then it probably does.

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Calls To Action Consistency is key with a strong CTA; we take them seriously. To identify the brand appropriately, we follow specific rules to ensure that every piece meets the expectation of the brand as a whole.

Social Media AdsAll paid ads have a strong call to action, whether it’s a Sign Up button or a Like Ad. All designs should fall within the 20% Facebook rule while still capturing our brand elements. Keep additional colors to a minimum so our primary color palette is apparent.

Each piece of content has a specific look that works in harmony with all other 10X collateral. We like visual rhythm across the board.

DESIGNED CTA’S

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NewsletterNewsletters should utilize a centered, single-column approach with MailChimp. The header should always include a clickable set of icons which link to the 10X website, blog, Facebook page, and LinkedIn. The overall appearance should be clean & on-brand with appropriate Fonts & Hexcode colors. The focus is to drive tra� ic to our website and/or Facebook page.

Social Media PostsAll social media content, other than culture & brand awareness, should have a strong CTA that drives tra� ic to the 10X website, blog, or Facebook pages.

www.engage10x.comfacebook.com/engage10x