Brand Guidelines - Amazon Web Services · 2019-09-01 · minimum dimensions become 1.5” and 150...

Brand GuidelinesAU G U S T 2019

B R A N D G U I D E L I N E S

Contents 1. Personality

2. Logo2.1. Clear Space2.2. Logo Variations2.3. Minimum Size

3. Brand Elements3.1. Tagline3.2. Message and Separator3.3. Frame

4. Colors4.1. Product Colors

5. Typography5.1. Alternate Typefaces

6. Imagery6.1. Texture and Lifestyle6.2. Dos and Don’ts

7. Icon

8. Products8.1. Product Wheel


1. Personality and ToneChrome River’s brand strikes a balance between the irreverent tone of start-ups and the often corporate, more “buttoned-down” personality of larger organizations. Our goal is to represent Chrome River as the trustworthy and respected expert in the market, yet friendly, approachable and dedicated to our customers’ success. We are an agile innovator, but don’t carry the risk of working with a smaller, early-stage company. We have the background, capabilities, and scale to support the needs of the largest and most sophisticated global organizations, but we aren’t unapproachable or unwilling to work with our customers’ specific requirements.

We want to be viewed as a true partner for our customers. An organization that they can rely on to deliver solutions that will drive long-term benefits, and one that will listen to their suggestions and concerns, and enable them to be successful for many years.

P E R S O N A L I T Y


2. LogoThe Chrome River logo is versatile for use in all web, screen, and print materials.

LO G O


2.1. Clear SpaceClear space is the area surrounding the logo that must be kept free of any text or graphic elements. By leaving ample space around the logo, we make sure it stands out on all of our communications.

Clear space is measured by the height and width of the letter ‘O’ in our logo.

LO G O


2.2. Logo VariationsFor complete versatility, the logo can also be reproduced in one color formats.

Use the all white version with dark backgrounds. This version of the logo can be positioned on top of solid colored backgrounds. If used on top of image backgrounds, there should be as little color variation as possible within the logo’s clear space area.

The all blue version should only be used in mediums with limited color support, when positioned on top of light backgrounds.

LO G O

One Color - White

One Color - White

One Color - Blue


2.3. Minimum SizeThe master logo should never be less than 1” wide in print or less than 100 pixels in digital applications.

When used together with the tagline, those minimum dimensions become 1.5” and 150 pixels.

LO G O

1" or 100 px

1.5" or 150 px


3. Brand ElementsOur brand employs a number of different graphic elements to support our logo and expression. Just like our logo, these elements should always be used in a consistent manner.

B R A N D E L E M E N T S


3.1. TaglineWhen displayed together with the logo, the tagline is the only element that can be positioned inside the logo’s clear space.

Always maintain the size relationship and positioning of the tagline relative to the logo.

The tagline can also be used as a stand-alone element. Always use it as a graphic and don’t try to replicate it using plain text.

In applications where there is only one visible instance of the logo, it is recommended to use the logo together with the tagline. Examples: magazine ads, stand-alone banners or materials.

In applications where there are multiple visible instances of the logo, only the main instance should use the tagline. Examples: website, conference booths, etc.



3.2. Message and SeparatorOur main message is typically presented along with our wavy line separator and tagline. Make sure to maintain the size relationship and positioning of these elements relative to one another.

The main message is set in Neo Sans Bold.

The separator can also be used as a stand-alone element. It creates separation between different content sections. Do not revert, rotate, extend, or otherwise modify the separator.



3.3. FrameThe incomplete frame is a visual mechanism for adding visual focus to our messaging. It is used in a question-answer format and its presentation and break points should be consistent throughout all of our materials. The cut at the bottom can be used to position a call to action.

The question is set in Neo Sans Bold.

The answer is set in Myriad Regular, uppercase.



4. ColorsRiver Blue is our main color. It defines the brand. It should be complemented by Off White. Together, these should account for 50% of more of the entire visuals.

Aqua, Earth, and Indigo are complementary accent colors. Their use should be limited. Red Accent is the most visible accent color and should be used sporadically - maximum one instance per layout.

Off Black should be used primarily for headings and text.

All colors can be used with various degrees of transparency. Off White can be darkened slightly in applications where contrast reproduction can be an issue.

CO LO R S

River BluePantone: 639 CCMYK: 100-10-0-10RGB: 0-144-207HEX: #0090CF

O� WhitePantone: 7541 CCMYK: 2-0-1-4RGB: 242-246-243HEX: #F2F6F3

AquaPantone: 3272 CCMYK: 90-5-45-0RGB: 75-166-158HEX: #4BA69E

EarthPantone: 556 CCMYK: 64-15-55-0RGB: 124-166-135HEX: #7CA687

IndigoPantone: 7462 CCMYK: 100-70-20-5RGB: 49-87-140HEX: #31578C

O� BlackPantone: 426 CCMYK: 79-64-60-63RGB: 41-48-51HEX: #293033

AccentPantone: 7416 CCMYK: 3-76-72-0RGB: 204-102-82HEX: #CC6652


5. TypographyThe primary typeface is Neo Sans. It is an ultra modern sans-serif, versatile and functional. It can be used in all web, screen, and print communications, in a multitude of different sizes. However, it works best in limited quantities so use it mainly for headings.

The complementary typeface is Myriad. It should be used for body text and small headings.

Both typefaces can be used in Light, Regular, Medium, Bold, and Black weights.

T Y P O G R A P H Y

NeoSans

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!#$&@*) 0123456789AaMyriad

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa


5.1. Alternate TypefaceIn scenarios where the brand typefaces are not available, such as Powerpoint presentations, they can be substituted with Arial.

T Y P O G R A P H Y

Arial / Helvetica

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa


6. ImageryImagery plays a powerful role in all brands. It is the first thing people focus on.

They key word here is ‘genuine’. Photos that feel real tend to connect better with the audience as opposed to cliche stock concepts. The scenes presented should be ones that the audience might enounter in their everyday lives. We want real people and real life situations, not immaculate skin, blinding white teeth, and smiles for no reason.

Inanimate objects can be used as well but the same principles apply - the more real the scene feels, the better. Details of an object can usually tell a more intimate story too, than a wider shot.

Heavy post-processing effects are also to be avoided.

I M AG E R Y


6.1. Texture and LifestyleRiver-related textural and lifestyle imagery is used to differentiate our brand and reinforce its aspirational values.

Texture works best as background elements. Just like our regular images, these need to look real. The water movement should be energetic but calm. It should never be overpowering.

I M AG E R Y


6.2. Dos and Don’ts - Business

Do: Genuine work scenarios Don’t: Artificial poses

I M AG E R Y


6.2. Dos and Don’ts - Technology

Do: Genuine work scenarios Don’t: Surreal graphic manipulations

I M AG E R Y


6.2. Dos and Don’ts - Travel

Do: Genuine travel scenarios Don’t: Doctored collages

I M AG E R Y


6.2. Dos and Don’ts - Personas

Do: Genuine individuals Don’t: Posing models

I M AG E R Y


6.2. Dos and Don’ts - Water

Do: Calm energy Don’t: Threatening

I M AG E R Y


7. IconThe ‘CR’ particle can be used as an icon representing Chrome River, its website or app.

Whenever possible, it should be used with a blue background. A blue and black transparent version is also provided for situations that require it.

I CO N

Chrome River Chrome River


8. ProductsEach of our products has an associated icon and color. The icons should remain consistent in all product representations. They can be placed against a colored background or they can stand alone.

The color coding is optional but should be used whenever the icons or their backgrounds are represented in color.

The suggested type treatment for our product names should also remain consistent whenever possible.

P R O D U C T S

ExpenseCMYK: 75-43-20-0RGB: 75-128-166HEX: #4B80A6

InvoiceCMYK: 66-17-40-0RGB: 91-166-160HEX: #5BA6A0

Card ManagementCMYK: 75-33-9-0RGB: 57-142-181HEX: #398EBF

PaymentsCMYK: 80-29-30-0RGB: 36-142-163HEX: #248EA3

Data IntegrationsCMYK: 87-50-23-3RGB: 31-112-153HEX: #1F7099

MonitorCMYK: 71-26-31-0RGB: 75-151-166HEX: #4B97A6

AnalyticsCMYK: 82-43-34-7RGB: 49-117-140HEX: #31758C

ExperienceCMYK: 69-42-0-0RGB: 83-133-204HEX: #5285CC


8.1. Product WheelOur product wheel graphic highlights the entire suite of solutions.

P R O D U C T S

Brand Guidelines - Amazon Web Services · 2019-09-01 · minimum dimensions become 1.5” and 150...

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