OneIdeagen
Usage Guidelines
Ver. 1.0, 2023
Welcome to OneIdeagen, the employer brand of Ideagen. Our employer brand is about connecting our people with our external brand; showing them what that brand means to them and ensuring they understand and really live the company's vision, mission and values.
In the sections below, we'll offer advice and practical examples of how to work with our employer brand to ensure smooth and consistent roll-out across all applications.
What is a brand?
A brand is more than the sum of its parts. A brand is the ‘personification of a product, service, or even entire company.’
A brand is a person’s gut feeling about a product, service or organisation.
It’s a person’s gut feeling because brands are defined by individuals. It’s a gut feeling because people are emotional beings.
Our employer brand ethos
To be home to a happy community of diverse, engaged, talented colleagues who’ve sought us out as a place where they can make a positive impact on tech, on our clients and on the world.
Our employer brand goal
Our goal is to create more rewarding, purposeful careers for passionate people in the tech sector. To build a warm, welcoming community with a genuine culture of inclusivity – an environment that empowers people to be their best, where their voices are heard, their ideas are valued and their creativity has room to run free.
Our employer brand values
We believe the key to our success is our values. Our values inform not just what we say but what we do. It’s not just what we do, it’s the way that we do it.
Our company values of Ambition, Community, and Adventure align with our internal brand values. Both brands need to be engaging in their delivery to both audiences (internal/external) to succeed.
Valued & Inclusive. Innovative & Bold. Fun & Friendly.
Every interaction in any form is branding.
Visual Identity
This section of the guidelines introduces you to the basic building blocks of our visual identity such as our marque, colour and typography. By using this kit of parts we can create a unified house style while having the flexibility to create diverse messages.
The visual identity is an expression of how OneIdeagen operates and in many instances offers the first opportunity to create a positive impression with our internal teams.
Brand marque
Our marque is a core identifier of the OneIdeagen brand. Marque refers to the specific lockup shown below. This is our standard marque. It is a compact form, and therefore the most legible at small sizes, this lockup must be used as the standard to support and strengthen all internal communications.
Brand marque
Clearspace
When placing the marque, it's important that it's given enough space from margins and other elements on which it's applied. A minimum clear space equivalent to the width of the person/'O' graphic should be left around the marque on all sides.
Please note. No elements of the marque can be changed or reproduced in any way.
Brand marque
Standard versions
Each marque is available in a variety of vector versions (.eps) for use by professional designers as well as lower-resolution pixel-based versions (.png, .jpg) for use on screens. These versions allow flexibility of use across various formats. For example, .png files have transparent backgrounds and can be floated over a brand colour if necessary, whereas .jpg files are flat and always sit on a white background.
Reversed marque
Whiteout marque
Black marque
Brand marque
Size & Positioning
Minimum size
While optimum size may vary depending on the printing process and other factors, the minimum size the full marque may be reproduced at is 25mm wide, however care should be taken to maintain good legibility.
Positioning
The marque can sit wherever is appropriate on an application but must use the clear space rule as a minimum standard. However, when sat next to footnotes a 50% clear space rule can be applied on the bottom edge only if necessary.
This position gives the marque a prominent location on most applications. When used on printed materials it keeps the marque away from document binding which is generally on the left-hand edge. However, care should be taken to make allowances for creep on documents with a lot of pages.
Primary marque placement
Misuse
Our marque should always be treated with love and appear consistent throughout all applications. It should not be reimagined, tampered with, or modified in any way. Below are some examples of what not to do.
Colour configurations other than those specified in these guidelines should not be used. The colour balance of the marque should not be altered and non-corporate colours cannot be used.
Avoid using shadow or special effects on the marque.
Do not place the marque on very detailed backgrounds. Always ensure there is adequate contrast to enhance legibility.
Do not distort the proportions of the marque. Always ensure that the marque is scaled proportionately using the shift key whilst resizing.
Do not place the marque within another shape. Certain exceptions may be made however, the Clearspace rule still applies.
Do not embed the marque within text. When referring to OneIdeagen in running text, always use our brand typeface, in the same weight as the rest of the copy. OneIdeagen should always be written with initial caps on One and Ideagen within the work marque. e.g. OneIdeagen.
Secondary branding
As part of the OneIdeagen brand, we sometimes use secondary brands such as our intranet OnePlace.
All of the rules previously covered also apply to secondary brands.
Co-branding
The Clearspace rule applies to all elements when a sub-brand is used alongside the OneIdeagen marque. However, the supporting identity should be set at 50% of the X height of the lead identity.
People matters identity
People Matters
Our group learning sessions are now under a collective brand known as People Matters. As part of this programme, we have produced a tertiary identity sitting below the OneIdeagen brand. There will be additional assets you can use to help deliver the programme which are available below.
The identity comes in our primary colours as well as a few select secondary colours to enable you to add some difference to your publication.
Please ensure that any application of this identity follows the above rules.
Colours
OneIdeagen's primary colour palette is its key identifier. As well as using the colours from Ideagen's core brand, OneIdeagen has its own specific palette. It consists of energising, active colours for communication. Sophisticated, trustworthy colours to promote confidence and calming colours when compassion is required.
Please note that white should be considered an important colour within the palette. The use of white space within design layouts and the use of the marque and carrier against white backgrounds contribute to the feeling of a bright, open and contemporary identity.
Colours may be used in solid or tint form. Consideration should be given to the manner in which colours are combined.
Colour specifications
Colours should only be matched to an up-to-date Pantone® swatch. A printout of this page might not offer a consistent colour match. A reference sheet of the brand colours is available here.
Ideagen palette
Black
Ideagen Blue
Dark Cyan
White
Ideagen Magenta
Light Cyan
Light Grey
Dark Grey
Mid Grey
Primary palette
OneIdeagen Green
OneIdeagen Yellow
OneIdeagen Orange
OneIdeagen Red
OneIdeagen Pink
OneIdeagen Purple
OneIdeagen Plum
OneIdeagen Dusky Blue
Secondary Palette
The secondary colour palette contains a wider spectrum of colour which gives extra flexibility to the design of other communication items while maintaining a consistent look and feel throughout the brand. The secondary palette has been designed to complement the primary palette and consists of lighter pastel shades. These colours can be used for more subtle messaging or moments of compassion and calm.
Secondary Pastel 1
Secondary Pastel Grey
Secondary Pastel Blue 2
Secondary Pastel 2
Secondary Pastel Blue 1
Secondary Pastel Peach
Secondary Pastel Brown
Secondary Pastel Tan
Typography
The key to any successful brand is consistency, The oneideagen typefaces have been chosen with this in mind and are also available as a web font to maintain that consistency across all printed and digital media.
Gilroy is used in creating the Ideagen brand identity. It works well due to its high X height, creating maximum legibility. We have developed upon this to offer flexibility in the internal brand and at the same time give it a greater, more ownable presence.
Brand typeface
OneIdeagen uses Museo Sans Rounded as its primary typeface. The values of Friendly & Bold work through the family ensuring that the character set has strength and stands out. It features a tall X height to aid in the readability of mixed-case and lower-case text.
Care should be taken to consider how the typography works with the other brand elements and whether this element needs to be more corporate or more playful. (Style of typography)
Consider the use of weights and cases to ensure flexibility across applications.
Add more weight and embellishments to key characters in order to create a typeface that’s
instantly recognisable.
Museo Sans Rounded is available via Adobe Fonts.
Weights & Sizing
All of the brand typefaces come in selected cuts from light through to Extra bold. All have associated italics. Throughout the visual identity, Museo Sans Rounded 500 is utilised the most. 300 is used for smaller type sizes to maximise legibility.
When establishing the typographic system, strive to keep the styles divided by weight across headers, subheaders, stand firsts, body copy, quotes and footnotes. It's important that all designs have an inner logic that provides a clear system to the design. This will be built upon as the brand begins to roll out.
Gilroy
Suggested usage
Core: All external-facing materials
Internal: Body copy, bullet points, PowerPoint, any corporate communications, e.g. job advertising
Museo Sans Rounded
Suggested usage
Internal: Headers, quotes and stand firsts.
Alternative typeface
FF More has been chosen as a complimentary typeface to sit with Gilroy and Museo Sans Rounded.
Suggested usage
Internal: Headers, quotes and stand firsts on anything prestigious such as event invitations (e.g. awards ceremonies).
Museo Sand Rounded and FF More are available via Adobe Fonts in both print and digital formats to ensure the consistent roll-out of the oneideagen brand.
Case
When setting type, sentence case should always be used. OneIdeagen should always be written with initial caps on One and Ideagen within the work marque. e.g. OneIdeagen.
Tracking
Tracking is the spacing given to all letters in a word. Tracking should be natural. Tracking that is too loose or too tight should always be avoided. Below are some guidelines to follow.
Correct tracking
Too tight tracking
Too loose tracking
Kerning
Kerning is the spacing between each individual letter in a word. Once tracking is set correctly, go into each word and manually adjust the kerning to make sure it sits perfectly. When working in design software, kerning should always be set to Optical. Below are some guidelines to follow.
After/Before (hover)
Leading
Leading is the space between lines of words. Leading should be optically bigger than the spacing between words, which again should be greater than the tracking. This will result in perfect legibility. Follow this principle for both print and digital type setting.
Correct leading
Too loose leading
Too tight leading
Tone of voice
Tone of voice
Coming soon...
Layout
Layout
Coming soon...
Related content
Infographics
Infographics
Coming soon...
Videography
Titles
Names
Marques over video
Banners
Videography
Coming soon...
Animation
Marque animation
Animation
Coming soon...
Photography
Our photography library is an ever-expanding roster of great imagery from all over the world — provided by people from all countries. High-quality photography builds brand recognition and reputation.
Categories
We have two main photography categories: People and Spaces. Always ensure to use the most relevant category for your communication message.
People examples
When using images of colleagues the style should be relaxed and informal. Consideration should be given to the background to ensure no random objects appear. Dirty mugs, boxes or piles of paper, etc...
If the messaging with the images is corporate the subject should be looking at the camera to come across as trustworthy.
Community imagery can be more playful and reportage in style as shown in the examples below.
Spaces examples
Images of our spaces should be shown with plenty of natural light to maintain a bright fun working environment. A shallow depth of field should be used to add areas of interest wherever possible.
Remote worker images
If profile images of remote workers are needed the following guidance should be observed:
Always take the photograph against a neutral-coloured background in bright natural light.
Leave plenty of room around yourself, it's easier to crop the image afterwards.
Don't wear a hat or headdress unless it's for religious reasons.
Make sure there aren't any big reflections in your glasses.
Relax we want to see the real you!
Below we've shown a few examples of a good self-portrait.
Application
Applications
Here we'll demonstrate some examples of best practices when applying the OneIdeagen brand. This section is continuously being updated with relevant examples.
During the initial roll-out of the brand, it is important for key instigators to share their insights and developments with the broader team so that we can ensure the brand evolves in a coherent manner. If you require additional information on any area of the branding as it rolls out, please get in touch with the central Marketing team.