CTS brand guidelines
December 2021
Our brand identity is more than just our logo. It is a design system made up of various elements, values and guiding principles. When combined, a distinctive look and feel is created that is instantly recognisable as the CTS brand. This guide will give you an understanding of the brand and help you create clear and powerful communications for CTS that are both dynamic and flexible.
Our brand
Our brand idea
Solutions for a seamless world
Our purpose
Our team memebers creatively inspire businesses and each other to leverage
technology to help clients seize the opportunity of a seamless world.
Our passion and focus are on personalised services and outstanding
customer experiences.
We offer complete technology services as end-to-end AV solutions. Our
work blends managed services, event & video production, consulting,
project management and installation to foster engagement, impact
collaboration and maximise productivity.
Our brand values
Quality
We plan, implement and measure to improve our work.
Adaptable
We learn, innovate and apply effectively.
Relational
We build strong relationships with those we deal with.
Tenacious
We persist to achieve the right result.
Our logo
Group logo
For 'whole of company' communications representing the blended knowledge and services of our operating divisions. Our logo should always appear locked up with our brand promise 'Seamless AV'.
Do not
→ Modify
→ Stretch
→ Recreate
Negative
For use on charcoal or one of our brand colours as a background.
Positive
For use on a white or pale-coloured background.
Divisional logos
For communications when only one specific service is required, we use our individual operating divisional logos. These are never to be used to represent our company or brand as a whole entity.
Do not
→ Use with CTS Seamless logo
→ Modify
→ Distort
→ Create other divisional logos
Waveform logo
When we need to send our logo to external companies for use as a brand partner or sponsor, we use our waveform logo. This is a combination of our Group logo and Waveform graphic device, to create a holistic brand expression using our most recognisable brand assets.
Do not
→ Modify
→ Distort
→ Use together with our Waveform graphic device
Clear space
No matter which version you are using, please adhere to these clearspace usage guidelines to ensure the legibility and impact of our logo by isolating it from competing visual elements.
C = minimum clear space.
Avatar
For use on all social media channels.
Typography
Primary font
Tomato Grotesk is our primary font and should be used across all brand and marketing communications for headlines and large text.
→ Regular
→ Semi bold
Additional licenses can be purchased here
Tomato Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Secondary font
Raleway is our secondary font and should be used across all brand and marketing communications for body copy and long-form documents.
→ Light 300
→ Light 300 Italic
→ Semibold 600
→ Semibold 600 Italic
→ Bold 700
→ Bold 700 Italic
Raleway is a google font and can be downloaded free here
Raleway
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Type hierarchy example
Title Tomato Grotesk
Body text (Raleway light) Donec lectus orci, molestie sit amet magna et, porttitor dictum massa. Integer commodo volutpat ligula, in sodales augue hendrerit id. Vestibulum tincidunt eget erat sollicitudin tempor. Curabitur purus justo, fringilla vel convallis fringilla, posuere in orci. Donec viverra condimentum rhoncus. Nulla vehicula imperdiet ornare. Nullam suscipit volutpat laoreet. Vestibulum rhoncus lacus purus, in ornare est posuere at. Donec imperdiet dignissim dui. Donec lectus orci, molestie sit amet magna et porttitor.
Microsoft editing
For editable Microsoft Powerpoint and Word document templates, we use Arial for titles and body copy text.
→ Regular
→ Regular Italic
→ Bold
→ Bold Italic
This font is commonly available across all operating systems.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Colour
Our colour palette is inspired by the high contrast RGB colour spectrum we operate within. We use vivid tones of red, green and blue with complementary tonal shades for practical application onto light or dark-coloured backgrounds. Each colour in our palette represents a unique divisional service offering, and we seamlessly blend these colours to demonstrate our combined knowledge and services.
Base palette
We use a monochromatic background base colour palette to establish a professional personality for our brand. We primarily set text in black or white, especially at smaller sizes to ensure maximum tonal differentiation and legibility.
Charcoal
Ash
Plain White
Divisional palette
This selection of colours is used in conjunction with the base palette to delineate our individual business divisions, or in combination to represent our seamless service offering. To ensure legibility and adequate contrast, each service has two colour options (light and dark). These colours should never be used for small headlines (below 20px) or body copy. For examples of colour usage in application for 'whole of company' or 'divisional services' communications, please see the Notional Applications section below.
Production
Mint (light)
Teal (dark)
Consulting
Lavender (light)
Navy (dark)
Support
Rose (light)
Burgundy (dark)
Action purple
For digital communications only, such as email or our website, we use a vivid purple colour to highlight calls-to-action such as links, buttons and navigatable items. This should be used alongside our base palette for both 'whole of company' and 'divisional' digital communications.
Highlight
Waveforms
The Waveform is a graphic representation of the sound waves created by speaking the letters C, T and S. It is used as a graphic device to establish a distinctive form of language for our brand, creating a contextually relevant visual metaphor for our products, services and expertise.
Our Waveform device is available in different formats and four distinct colourways. We have created a Mono Waveform for each of our 'operational divisions', and for 'whole of company' communications we use our Blended Waveform to represent our seamless operations and holistic service offering.
Blended Waveform
The Blended Waveform comprises all three overlapping waves, one from each of our service divisions. This version of the Waveform should always be used when we speak as a company with one voice and vision, to represent our blended range of product and service offerings. It should never be used for individual 'divisional' communications.
There are various ready-made Blended Waveform compositions, in both portrait and landscape format available for download in our Waveform pack.
Using the Waveform
The Waveform graphic device should be cropped when used as a textural background pattern or decorative element in
communications.
It can overflow and interact with photography and typography, but care should be taken to not obstruct text or images when positioning the Waveform. Our Blended Waveform can be used on a white or black background.
Mono Waveform
Mono Waveforms only use overlapping waves in our divisional palettes. There are three versions of the Mono Waveform available to represent each individual operating division.
There are various ready-made Mono Waveform compositions in both portrait and landscape format available for download in our Waveform pack. Please ensure the correct colourway for your division. Mono Waveforms should never be used to represent 'whole of company' communications.
Photography
Our photography shows people immersed in their environments, engaging with exciting digital and audio experiences. Photography should use dramatic, high-contrast ambient lighting or coloured gels to achieve an image style inspired by our RGB colour palette.
The images below are for visual reference only and are intended to demonstrate the correct use of subject, style, tone, and lighting.
Applications
In application, our brand should feel confident, vibrant, professional and innovative in design and expression. When briefing or creating branded applications, always consider the intended audience. Our brand has the ability to communicate quietly or confidently depending upon the channel or intent of the communication. For example, corporate communication such as a letterhead should be professional and respectful, however, a vehicle livery should be a bold and confident expression of our brand to catch people's attention and inspire their curiosity.
MS Word template
Department specific templates can be used when one department is involved. Seamless template should be used for documents representing the whole company.
MS PPT Template
Department specific templates can be used when one department is involved. Seamless template should be used for documents representing the whole company, and documents in which two or more departments are involved.
Virtual Backgrounds
Our brand should be on showcase even when on virtual meetings. We have department specific virtual backgrounds and seamless backgrounds available for use when in online meetings.
Social media banners
Lets showcase CTS on our socials. Banners can be used on LinkedIn, Facebook & Twitter.
CTS ©2021
Brand by Designate