BRAND GUIDELINES
version 03.446.2023
symbol & logotype
Character traits of the Photorobot brand are simplicity, generosity and a sufficient amount of space.
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BRAND GUIDELINES
version 03.446.2023
Character traits of the Photorobot brand are simplicity, generosity and a sufficient amount of space.
Two–dimensional representation of a 3D object.
The symbol is constructed as a pair of two cubes embedded into each other, while the length of the outer side of the cube is almost (but not exactly) three times the length of the inner side. The outer cube allows for a "view" inside. This way, the symbol creates a stylized letter „P", the first letter of the brand name Photorobot.
2D
3D
3D
The inside of the symbol is less than 1/3 of the width of the hexagonal wall
Inspired by photography and technology
The hegaxon symbolizes various connecting associations. It is the representation of a 3D object in space, while it also connotes photography, reminiscent of the aperture or the central shutter of the camera. Finally, the symbol is also associated with the bolt nut, in the broader engineering sense.
3D
3D
Photography
Engineering
The inside of the symbol is less than 1/3 of the width of the hexagonal wall
The basic shape represents an object, as well as movement in 3D space
The object is constructed in a spatial network of perpendicular planes. It is actually a view of the imaginary cube in the moment when it is facing the viewer with its edge. The construction allows for the creation of animations and 3D objects.
The inside of the symbol is less than 1/3 of the width of the hexagonal wall
A symbol and typography connected as one
The Photorobot logo consists of a pictorial part ("P" symbol) and a text part (Photorobot text). Using the "P" symbol on its own is allowed, but it does not replace the whole logo and the two are not interchangeable. On its own, it stands alone as a supporting element of the visual style. The usage of the symbol follows the same principles as the whole logo.
The position and size of the symbol relative to the text is further specified in this manual.
Variable solutions for different types of applications and different viewing distances.
The following are three types of the Photorobot logo, their uses dependent on specific applications, but mainly on the viewing distance and the size of the space where they are being applied – the application space. All of the guidelines defined further in this manual apply to all of the logo variants, unless explicitly stated otherwise.
The Basic Variant
Preferred variant for print and
non–digital applications.
The Horizontal Variant
Preferred variant for web and software applications. Ideal for web headers.
Enlarged Symbol Variant
For exceptional cases, where increased legibility
is needed. (e.g. examples)
The simple black & orange combination defines the entire visual identity.
Derived colors (less than 100% saturation) are applicable as background colors, additional colors in typesetting or other applications, material colors etc. The logo itself is always used in the following primary colors.
Orange:
RGB 255, 96, 0
HEX #FF6000
CMYK 0, 72, 100, 0
PANTONE Orange 021C
RAL 2004
Black:
RGB 0, 0, 0
HEX #000000
CMYK 0, 0, 0, 100
PANTONE Process Black
RAL 9017
The solution also works with an inversed logo on
a dark background.
If the reproduction technology allows it, the main color version of the logo is preferred. (the orange–black combination). In some cases, where the color version cannot be used, it is allowed to use the monochrome version.
The inverse version is used on dark backgrounds. The color version is again preferred, if allowed by the technology.
The monochrome version can also be used on multicolored, or complex and intricate backgrounds
The construction of the logo allows for significant enlargement of the symbol relative to the text
The logo version with an enlarged symbol is suited for adjusting the size of the symbol as needed. Scaling of the symbol is always done proportionally, the starting point always being point Z, as shown in the diagram.
The minimal and maximum size is defined by the left edge of the symbol, which can move only between the indicated lines "min." and "max." No other intervention into the logo composition is allowed.
The logo with an enlarged symbol benefits mainly in applications on large spaces.
The Photorobot logo needs enough space
The safety zone is the minimal distance of the logo relative to other objects on the page. If we place the logo into an imaginary rectangle, this distance is defined by the height of the capital "P", beginning at the edges of this rectangle.
This defined safety zone applies for the basic and horizontal versions of the logo.
The safety zone for the version with the enlarged symbol works in the same way as with the other logo variants, except in order to define the safety zone width, we use the width of the outer jacket of the "P" symbol. This way the safety zone expands along with the symbol.
The safety zone represents the minimum, not the optimal distance from the surrounding objects.
The way to ensure good legibility, even in small–space applications.
The minimum allowed size of the basic logo variant in print is 20 mm horizontal. In the digital space this size is 130px horizontal. For the version with an enlarged symbol, the minimum size is 28 mm.
The minimum size requirement applies to every color variant of the logo and all their applications – therefore even to applications via different methods than print or a digital display.
Respecting the colors and design is very important for the overall visual identity of the brand.
The logo is authorized for use only in compliance with the Photorobot brand guidelines. Other uses are not allowed. It is forbidden to change source files, bar some exceptions defined in this guide. Here are shown some examples of unauthorized logo uses.
Different colors than specified
Switching the colors of the elements
Transparency / watered down colors
Insufficient contrast against the background
Insufficient contrast against the background
Non-proportional resizing
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