The BrandExtract look

The BrandExtract logo system uses an icon and a wordmark in various configurations.

Horizontal Lockup — Preferred

This is the preferred way to express our logo. Never alter the relationship between Stu and the wordmark.

Vertical Lockup

Only go vertical when space isn’t adequate for the horizontal version, or in occasional cases when we want to put more emphasis on Stu.

Icon

Our icon is affectionately known as Stu. Stu’s got a lot of great ideas stewing around in his head, so many that they can’t help but bubble right out of the top. As you can see, Stu’s intensely focused, smart as heck, and most important, open-minded. Stu rarely should appear alone – only in cases where there’s an established familiarity with our brand or space is too limited for him to appear with our wordmark.

Wordmark

Our wordmark is clean and dynamic. We like it best with Stu nearby. In fact, only use the wordmark alone when space or printing restrictions do not allow for Stu.

Logo Spacing

When placing any of our logo versions inside a container or near other design elements, make sure they have enough space to breathe. Use the height of the “E” in our wordmark as the minimum amount of clear space around the entire logo.

Minimum Size

To ensure the logos preserve their visual impact and legibility in both print and digital formats, never go smaller than these sizes.

Digital: 144px wide | Print: 1.5" wide

Digital: 104px wide | Print: 1" wide

Logo Misuse

Of course you already know this, but we gotta say it anyway. Never modify or distort our logo in any way. The list of “don’ts” could go on forever, but here are a few of the biggies:

Use against busy or low-contrast backgrounds

Change the orientation of Stu

Add additional elements

Add drop shadows, gradients or special effects

Stretch, squeeze or rotate

The BrandExtract logo features our primary colors. Whenever you’re creating anything in our brand, this is where you start.

Tints and shades are a great way to add highlights and shadows to illustrations and web components. They can also be used for charts and graphs with complex data sets that may require more colors than the primary, secondary and tertiary color palettes contain.

Tertiary Colors

Color Combinations

The good news: we have an abundant and vibrant color palette. The bad news: we have an abundant and vibrant color palette. There are a dizzying number of possible combinations, but not everything works well with everything else. In most cases, start with our primary eggplant color as a base and build from there. Here are some combinations that work well.

Fresh, stylish, smart typography is a key element in BrandExtract’s personality. We have selected three type families that give us immense flexibility and a look of our own. Whenever possible, these fonts should be used in all communications.

We have created a pattern system to support our brand story and bring consistency to our communications. It simultaneously brings vibrancy and sensibility, movement and stability, order and endless possibility. Yes, it has been carefully crafted to do all of that. While the pattern system gives you great flexibility in both shape and color to set the right tone for your design, it must be used with balance and taste.

Our patterns are best used to create backgrounds, layering or blended graphics. They can create continuity between different types of content, and they can provide subtle texture and visual interest to add life to your design.

The Building Blocks

Our pattern system is comprised of geometric shapes and dots in various colors from the BE palette. These elements interact to form patterns of varying complexity that reflect the tone of the communication. Sparse patterns represent big-picture thinking and clear guidance. Dense patterns depict disciplined process, data science, and deep experience. Below you can see examples of how we can use our pattern system across all forms of BrandExtract communications.

1x1

2x2

4x4

8x8

Dots

Sparse

Dense

Monochromatic (Dark)

Monochromatic (Light)

From the smallest icon, to a sprawling wall graphic, illustrations are important elements in our brand look. We have created a distinct illustration style, which can be applied across a spectrum of complexity.

Simple

Use patterns with larger shapes to depict simple objects and backgrounds.

Complex

More intricate patterns can be used to depict scenes with multiple objects, structures and energies.

People

Our style for illustrating people uses our geometric elements to capture the essence of human interaction. The key is to keep it simple. Use expressive shapes to suggest human characteristics, such as a triangle for the nose, a quarter-circle to create a smiling mouth, and so on. Remember to represent diversity when illustrating people.

Hybrid

There are certain cases when it’s appropriate to create illustrations that are not built from our brand shapes and patterns. Yet we still want brand consistency across our communications. In these cases, use our patterns as discrete background graphics, or as layers blended into the overall illustration.

Our photography style exudes confidence, intelligence, advancement and fun. Our look falls on the warmer side of the light spectrum, with desaturated tones.

People

Photography of BrandExtract people is created in house. The aesthetic is smart, authentic and inviting.

Culture

BrandExtract people are fun and creative. Our photography should reflect this when we shoot company outings and events.

Capturing real action is preferred, but if we need to shoot a staged photo, the look should feel candid and playful. You have free rein to be creative here. Even trendy. Try non-traditional framing, backgrounds and props.

Industry

When we need to depict one of our client’s industries for our own purposes, such as newsletters and social posts, bring the BrandExtract pattern into play. Choose background colors and shapes to bring life and interest to the industry photo.

Video is a powerful communicator, and we use it a lot. We concept, write and design videos for all uses – product launches, global corporate events, CEO messages, rebrand introductions, our own thought-leadership posts, and much more. On the production side, we partner with some of the best companies in the business – experts in everything from talking head to documentary style to 3D animation.

Scripted and Produced

Scripted videos are delivered by on-camera talent, voiceover actors, “real people” such as a CEO or other company leader – or any combination of these. These videos are usually embellished by b-roll footage, graphics, animations, music and sound design. We use this style to create everything from sizzles to social posts, previews to product launches, company messages to culture pieces.

Documentary Style

These videos are interview driven and have a more spontaneous and immediate look and feel. We usually use this style to produce case studies, product demos, leadership messages, and our own culture videos. By their nature, these videos feel authentic and human – generally, they look and feel less “produced.”

In-House Technical Guidelines

Here’s how to get the best results when shooting video using our own Canon cameras.

Specs

23.98 fps, 1/50 for standard video

Shoot interviews in 4K for maximum crop flexibility

Canon C300 MK II, C-log 2, Cinema Gamut with 1.5-2 stops over-exposure

60fps, 1/120 for slow motion

Green screens should be shot in 2K 4:4:4 on the C300 as possible

Canon 5D MK IV, Log, sRGB with 1-1.5 stop over-exposure

Interviews

If possible, use two cameras for maximum edit flexibility

Subjects should look natural in their environment

Attire should be smart casual – what the subject wears, say, on a Tuesday

Use natural light whenever possible

Use natural light whenever possible

Use medium and close-up shots to make it more personal

Raise cameras to the subject’s eye-level