Goodtech Brandmanual
Updated July 2024
Intro
Goodtech's new visual identity is inspired by transformation, but it's our people who are truly at the core. Our employees drive everything we do. With a track record worth boasting about, let's proudly showcase our achievements!
Our visual identity is crafted to be innovative, playful, and human, capturing the attention of customers, employees, new talent, partners, and investors alike.
Value words: Competent, Problem Solver, Passionate, Forward-Thinking, and Quality.
Clear Space Guidelines:
Ensure the logo always has enough space around it to maintain a clean and clear visual appearance.
The required clear space varies proportionally with the logo size and is calculated using the logo symbol itself.
Minimum Sizing Guidelines:
To ensure the logo is reproduced clearly, please do not use it at sizes smaller than 95 x 22 px for digital interfaces.
Important Guidelines for Logo Usage
Please refrain from manipulating or redrawing the logo.
Our logo is available in three colors: G blue, black, and white. To maintain consistency, only use these specified colors.
Use the white logo against dark backgrounds, and the dark blue logo for lighter backgrounds to ensure it stands out.
Our goal is to present the logo as clearly and prominently as possible.
Avoid stretching, rotating, or using the logo with outlines, gradient colors, patterns, or photographs.
Please do not place the logo inside other geometric shapes like circles, squares, or polygons.
Colors
A timeless, trustworthy, and flexible palette that balances human warmth with technology.
G blue
Primary color
Hex #222245
rgb 34, 34, 69
cmyk 51%, 51%, 0%, 73%
G light purple
Primary color
Hex #F3F3FF
rgb 243, 243, 255
cmyk 5%, 5%, 0%, 0%
G white
Primary color
Hex #FFFFFF
rgb 255, 255, 255
cmyk 0%, 0%, 0%, 0%
G yellow
Secondary color
Hex #FDC960
rgb 253, 201, 96
cmyk 0%, 21%, 62%, 1%
G light yellow
Secondary color
Hex #FFF4DD
rgb 255, 244, 221
cmyk 0%, 4%, 13%, 0%
G medium blue
Secondary color
Hex #4242FF
rgb 66, 66, 255
cmyk 74%, 74%, 0%, 0%
G purple
Secondary color
Hex #B5A1D0
rgb 181, 161, 208
cmyk 13%, 23%, 0%, 18%
G green
Secondary color
Hex #A2D0A1
rgb 162, 208, 161
cmyk 22%, 0%, 23%, 18%
G grey
Secondary color
Hex #EBECE8
rgb2 35, 236, 232
cmyk 0%, 0%, 2%, 7%
G light green
Secondary color
Hex #DCEEDB
rgb 220, 238, 219
cmyk 8%, 0%, 8%, 7%
Colors are an Important Part of Goodtech's Identity
G medium green
Color for investor presentations only
Hex #00FFB9
rgb 0, 255, 185
cmyk 100%, 0%, 27%, 0%
Color Guidelines
Our colors are always reproduced using the color values provided here.
Consistent use of color helps create strong associations and reinforces our identity.
The primary Goodtech colors are G blue, G white, and G light blue.
Our palette should feel light and modern, with strong contrasts enhanced by the secondary colors.
Gradients
To add vibrancy to backgrounds and typography, various gradients can be used.
Gradient Guidelines
These gradients can also be animated to emphasize transformation.
All colors from the palette can be utilized to create variations in the gradients.
Typography
Goodtech uses two fonts, Cabinet Grotesk and Inter. Consistent use of typography is essential to maintain a clean and cohesive appearance.
Typography Guidelines
Use Cabinet Grotesk Medium for headlines, quotes, highlights, and as a supplement.
Use Inter Regular for body text, Medium for introductions, and Bold for subheadings.
If these fonts are not available, such as in PowerPoint, use Arial as the system font.
Download Cabinet: https://www.fontshare.com/fonts/cabinet-grotesk
Download Inter: https://fonts.google.com/specimen/Inter
Graphics
The elements convey that Goodtech is "The industry's leading, technology-driven transformation partner."
Graphic element "RoboArm"
This abstract shape suggests a robotic arm and smooth transitions between different stages of a process, showcasing efficiency and technology.
Guidelines for Graphics
Use them subtly to enhance the design without overpowering it.
Do not create new Graaphics or alter existing ones.
Only use the colors specified in the design manual.
Graphic element "Stamp"
Use typography and illustrations actively in layouts to create a dynamic and exciting look, or as a mark of quality. For example, you can incorporate quality seals like the "Great Place to Work" logo to emphasize our positive environment.
Valuechain illustrations
Parts of illustrations from the value chain can be used. By incorporating more unconventional forms with animation, we symbolize transformation. Use them with fill, outline, or images/videos to create exciting layout.
Competence icons
Icons can be used as graphic elements and for other necessary purposes to clearly communicate about competence fields, services and solutions.
Guidelines for icons
Do not create new icons or alter existing ones.
Only use the colors specified in the design manual for icons.
Icons for our target markets
Photography
Our photography should evoke a warm and human atmosphere, with a strong focus on our employees. Incorporate rustic, warm tones from clothing or other textiles to create this inviting and personal feeling. This approach will provide a beautiful contrast with our technical solutions.
Photo Guidelines
Avoid using black and white photos.
Try to avoid using generic stock photos and overly staged or unnatural situations.
Photograph employees in their natural work environments.
Even when people are not the main subject, ensure the picture reflects human activity.
Diversity is very important.
Avoid clichéd situations, such as showing all ages, genders, and ethnicities in a single image.
Tone of voice
To present ourselves as "The industry's leading, technology-driven transformation partner," we must boldly communicate our achievements. Highlight our successes and place our people at the forefront of our storytelling. Our employees are the core of our knowledge and expertise, making them central to our narrative.
Goodtech Is Its People:
Goodtech builds strong teams of experts and fosters a supportive culture that promotes collaboration and continuous learning, resulting in high competence and engagement among employees.
The sum of our collective expertise is the core of our business.
Pioneering Industry Evolution:
We aim to hold a leading position in transformation and the application of cutting-edge technology. We deliver innovative solutions that exceed customer needs and push industry development forward. Where competitors stop early, we continue to see opportunities - there is always room for improvement. We should not only share this but also proudly showcase it.
Customer Engagement and Satisfaction:
We are hands-on and deliver tailor-made solutions to our customers. We maintain an ongoing dialogue to understand, meet, and exceed their expectations. We see the big picture—the entire value chain—and can bring expertise to every link.
That's why we showcase and promote the people behind our past successes.
How Does This Impact Our Messaging?
Goodtech isn’t just talking at people. We’re talking with them. Our voice opens the door, invites people in, and builds trust through clarity, knowledge, and empathy.
We’re not here to dazzle with buzzwords or hide behind jargon. We’re here to guide, explain, and help people make good decisions. Because we believe in empowering our clients, our colleagues, and our industry.
Our voice is shaped by who we are: an experienced advisor, a passionate learner, and a collaborative partner.
Core Voice Trait:
1. Insightful
We don’t just describe, we explain. Our language sheds light on complexity and helps others see opportunities clearly.
Core Voice Trait:
4. Pedagogical
We’re honest and clear. We don’t dress things up unnecessarily, and we avoid jargon unless it's useful. We speak in terms people understand, and we get to the point.
Core Voice Trait:
2. Inviting
We welcome people into our world. Not by declaring who we are, but by engaging with our audience. Our voice is written in present tense, it’s active, accessible and open. We draw people in with clarity, not polish.
Core Voice Trait:
5. Competent
We speak from experience — calm, confident, and grounded in facts. No bragging, just quiet authority.
Core Voice Trait:
3. Warm
Behind every word is a person who cares. We’re collaborative, proud of what we do, and we show it through a generous, human tone. Our voice is supportive, smart, and grounded in deep technical understanding.
We speak like the knowledgeable professional you trust to help you succeed: empathetic, concrete, and confidently optimistic.
Language Principles
Every piece of communication should deliver immediate value to the reader. Before you write or speak, ask: "How does this help the person I'm talking to?"
Goodtech’s voice must always prioritize usefulness over formality, clarity over complexity, and people over processes.
Use these principles as your go-to checklist:
Clear over clever. Use plain language. Say what you mean — avoid fluff, filler, or corporate jargon. Imagine explaining it to a smart friend outside the industry.
Be active. Use active voice to show ownership and energy. Say “We deliver automation that saves time,” instead of “Time is saved through automation.”
Be specific. Avoid vague claims. Back things up with examples, numbers, or tangible outcomes. 'Improved energy use by 18%' is stronger than 'better performance.'
Educate without lecturing. Explain things simply and constructively. Think 'Let’s walk through this together,' not 'Here’s what you don’t know.' Everything we do contains a teachable moment, and should be taken advantage of.
Sound like a person. Use everyday language, contractions (we’re, you’ll), and adress the reader directly whenever possible. Say “you”. Keep the tone warm, helpful, and conversational.
PowerPoint template
When visually communicating Goodtech, please use simple and clear layouts with neutral colors to emphasize the content. Make sure to use the provided templates to maintain consistency.
Guidelines Power Point template
Remember, your slides must be readable, even at the back of the room.
Make sure the audience can read graphs and charts.
Tables, especially large ones, should be placed on a separate slide.
Limit Animation
LinkedIn banner
For a consistent employer branding, please use one of the banners below.
Our Visual Identity
A clean and flexible visual profile that positions Goodtech as the leading transformation partner in a warm and approachable manner, providing ample room for internal use.
To those using this design manual: Follow the guidelines carefully, but do not hesitate to challenge us to think creatively and develop even better solutions. Marketing and branding are crucial for Goodtech's success.
