CrowdWorks
Design guidelines
Updated August 2019.
Brand strategy
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Brand positioning
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Tone of voice
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Principle 01
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Principle 02
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Principle 03
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Tag line
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Manifesto
For investors and entrepreneurs seeking a competitive advantage through their networks, CrowdWorks unlocks a knowledgeable and collaborative community centred around shared values, that builds trust by fuelling continuous engagement and true network driven growth enabling collective prosperity for all.
Logo
Our logo comes in three iterations – the full lockup, our wordmark, and the symbol only.
Logo usage
A simple system to ensure our logo always has room to breathe: always set space equal to the size of a single ring from our symbol to create a clearspace around the logo in which nothing shall interfere.
Partnership guidelines
Following a theme of simplicity — when partnering up with other brands or vice versa we stick to the same concept of creating clearspace with an added divider based on 50% of the lowercase stem width.
Colour palette
Our colour palette is clean and light. Sparing use of bright highlights and secondary colours are key to add a bit of flair.
CrowdWorks Cobalt
CrowdWorks Tangerine
CrowdWorks Navy
Dark Slate
CrowdWorks Slate
Light Slate
Secondary colours
Amethyst
Rose
Pineapple
Lime
Seafoam
Red Hat Display
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Red Hat Text
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9
Iconography
We use Google Material Design for our iconography – specifically the rounded set.
Illustration
We have three distinct styles of illustration — primary, secondary and tertiary.
All primary illustrations can be downloaded from UnDraw.
Primary illustrations
These illustrations sit alongside our USPs and large statements. They are meant to accompany the copy and can be as complex or as simple as required.
Secondary illustrations
These illustrate quick-fire facts and shorter statements.
Tertiary illustrations
Our tertiary illustrations are meant for value props and large scale graphics i.e banners, break pages and back drops.
Photography
Our brand photography is divided into two categories and subject groups — team portraits and users.
Team portraits
Our team portraits are colourful and full of personality. They should be staged but relaxed at the same time and shot in front of a single coloured background.
Users
Our users should be shot in situ, in a documentary photography style. These photos should be conversational, human, vibrant and all about the conections we make.
Presentation material
Our PowerPoint slides are clean, light and follow a simple type hierarchy.
UI UX
Style guide
This guideline is a design and development tool that brings cohesion to a digital product’s user interface and experience.
