The XIS brand is a visual system that communicates the core of our work and our identity. This guidebook outlines all written, visual and graphic elements that compromise our brand.
Inspiration
Primary Logo
Meet our logo! This primary logo is our favorite and should always be used when circumstances allow. This is the clearest way we can represent our visual brand.
Secondary Logo
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Clearspace
Our logo needs some breathing room. Make sure you give it space to stand out. For the primary logo the margin of clear space is measured by the size of the letter “i”. For the second logo the same rule applies.
Typography
Our typeface is Montserrat, a soft and sans-serif font that complements our identity. Use good judgement when choosing different weights.
Here are the options.
Our colors
Theses are the colors that represent our brand. This hierarchy shows their order of use. Use these colors generously for our type and backgrounds and all of our
visual communication.
Gradients
Our gradients are composed of our color palette and with an emphasis on cool colors. Gradients should always be composed at a 45º angle, linear or radial, from dark to light, bottom to top.
Applications
Photography & Advertising
Our photographic style should be clean and natural. It should express the ideia of “reachable”, “affordable” and “friendly” XIS advertising is always stripped down to a core message. We like to display a short and simply copy in bold. A gradient filter is used to tie all design elements together.
