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Our Logo

Our Typefaces

Our Colors

Graphic Elements

Calls to Action

Platform Voices

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THE PURPOSE

This is a guide to ensure consistent branding and visual identity of 10X studios. Viewer discretion is advised.

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01 Primary Logo 10XStudios_Logo_DenimPrimaryThis logo is to be used for all printed and digital collateral, using Grey700 and Denim500 colors.

02 Grey900 Logo 10XStudios_Grey900This 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 Logo 10XStudios_DenimWhiteThis logo is to be used for all printed and digital collateral where Denim & Grey is not suitable. MAXIMUM contrast is the goal, always.

04 All White Logo 10XStudios_WhiteHorizontalThis logo is to be used as a substitute of the secondary when there is a need for high contrast against dark or other colored backgrounds.

05 Vertical LockupVertical versions are to be used when a layout needs more space or if the horizontal lockup appears to be too cluttered. Use the appropriate color accordingly.

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

Example: The Mint500 version of the logo can be used in the same way as the Vertical White lockup.

OUR LOGOWe made it. You didn’t. Don’t touch it. (Read: #SeriouslyDontTouch)

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DO’s & DON’Ts

01 Space Around the LogoAlways leave space around the logo so that it can 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 Studios 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 question whether it looks good feel like you might need to check with these guidelines... then you guessed it! It’s wrong!

When using the 10X Studios logo, avoid garrish e� ects! Only YOU can prevent forest fires...and odd-looking logo fails. Andrew Grant said “You never get a second chance to make a first impression.” ... and RuPaul said, “Don’t fuck it up!”

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

It’s a contemporary font with great personality when used in its BOLD ALL-CAPS or SMALL-CAPS format. Use Source Sans Pro for all headlines, subheadings, or call-out text.

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 All-Caps 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

These fonts are used for both print & digital work. We think they look pretty nice when used properly. Should the question come up: “Does this look okay?” then it may need to be simplified by using fewer variations of the type-family.

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Dear Joe 4The DearJoe4 typeface is a handwritten font, designed by JoeBob Graphics in the Netherlands. This typeface is used for accenting specific words or phrases as needed. Use it well or not at all.

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

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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. We simplified it by only allowing a 50, 500, and 900 level for each color.

Pops of Mint & AmberMint or Amber should primarily appear in either a call-out, a graphic element, or the 10X in 10X Studios. Keep in mind, the 10X Studios 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 like a garrishly designed picture for final designs, 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 maximum 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 Studios is intelligent, bold, and disruptive. We embrace Material Design with the order it brings, but we simplify it by removing a few levels of the swatches. We like to think Mies Van Der Rohe was correct; Less is more.

OUR COLORS

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Yeah We KnowIt was definitely intended. #winning

#6F8EA350 LEVEL

#v80ADB7 #F9F5C7 #BEEFED

111 142 163 128 173 183 249 245 199 190 239 237

60 36 27 1 52 20 24 0 3 1 27 0 23 0 9 0

#003056 #015770 #F1CF3B #47D8BE

0 48 86 1 87 112 241 207 59 71 216 190

100 84 39 34 94 58 39 19 6 15 89 0 59 0 36 0

#08263A #083944 #D39D26 #26AA91

8 38 58 8 57 68 211 157 38 38 170 145

96 77 50 56 93 64 54 48 18 38 100 1 76 8 54 0

500 LEVEL

900 LEVEL900 L900 L900 L900 L900 L900 L900 L

Designer’s Cheat SheetConverting hex-codes is the dregs

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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 separation of information. Grey700 or 900 solid lines do the heavy li� ing for us. They may cross as needed.

1pt 2pt 3pt

2pt 1pt

1pt

3pt 3pt 3pt

OpacitySize80% 60% 40%100%

GRAPHIC ELEMENTSWith a wide variety of corner, top, and bottom elements available for design, use your best judgement when applying them. Always select the color that feels right without distracting from the primary message of the composition. It’s perfectly okay to not use one at all.

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Other Graphic ElementsA visual marking that is consistent with all 10X Studios content? The abstract element that can appear in any of the brand colors and on any side/angle. We refer to them as the corner, top, and lower element. These can be enlarged, shrunken, tilted, or mirrored in order to achieve the desired e� ect. Just make sure they always have maximum contrast (or at least compliment the composition in general).

Elevation & ShadowsWant to use drop shadows? Sure! Apply them to large objects, but NEVER on the logo or the corner/top/lower elements. Just keep it clean and never set above 75% opacity.

Textures & PatternsThe primary texture, used to accent flat backgrounds when needed, is Rice Paper. Other variations will be released in the future.

Patterns must always be light; no more than 50% opacity so as not to compete with the composition.

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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.

CALLS TO ACTIONEach piece of content has a specific look that works in harmony with all other 10X Studios advertising. We like visual rhythm across the board, so it’s important to include an easy-to-identify call to action.

All CTA’s must drive the viewer to some form of sales tool, whether it be Facebook or the website.

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NewsletterNewsletters utilize a centered, single-column approach with MailChimp. The header should always include a clickable set of icons which link to the 10X Studios website, blog, Facebook page, and LinkedIn. The overall appearance should be clean & on-brand with appropriate Fonts & Hexcode colors. Focus on driving 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 Studios website, blog, or Facebook pages.

Directly from 10X Studios social channels managers: We’re fun people who know their stu� , so that’s what we try to get across. I want to be a social media news go-to for our target audience. (And be seen as a really great place to work!)

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Instagram A look at what it’s like to work at 10X.

PLATFORM VOICESThink of us as coaches and teachers who help educate people on the power of social media to drive business. We share best practices, metrics, and winning strategies to build trust and relationships. Speak to the reader as a person; not a company.

FacebookA place where news and culture collide. Blogs, videos, culture all in one place.

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TwitterThe go-to for the latest news with our own personal spin for extra flavor.

LinkedinA professional spin on our articles; you won’t see any pictures of Beer O’clock here.won’t see any pictures of Beer O’clock here.

www.engage10x.comfacebook.com/engage10x

March 2016