→ Logo → Typography → Colours → Connector → Imagery → Tone of voice
Welcome to the Radix Brand Identity guidelines. These guidelines offer a complete overview of our visual identity system and its implementation. Correct representation of our identity is crucial to our success. A consistent brand identity helps to deliver our messages to all our stakeholders.
Logo
Our brand and what it stands for is visually represented by a unique, powerful and distinctive logo. It is, in fact, the signature of our brand. Using it consistently will build brand awareness and recognition with all our audiences.
Our logo is the key identifier of our brand and represents the personality and ambition of our company. As much as possible, the logo must be applied on a white background to maintain clarity, impact and freshness.
Base image: Positive version
Hover image: Diapositive version
We have created the logo in different formats, for different print and reproduction techniques. Whenever possible, use the standard colour CMYK logo. When it is not possible to print or reproduce the standard CMYK logo, use the appropriate alternative logo from this set. Please note that the black version of the logo is only to be used exceptionally in purely black and white communication.
Clear space
In order to maintain integrity, legibility and
impact for the logo, we have defined a clear space around the logo – set to the height of the letter ‘R’ from ‘Radix’ from our word mark – to ensure we retain its integrity. No text or image must enter the clear space.
Logo for Social Media
In social media it is allowed to use the 'R' from our logo as standalone element.
Base image: Logo for social media in use
Hover image: Logo for social media
Don't even think about it
The logo must always be reproduced in
its original state, in accordance with the
guidelines. These examples illustrate
modifications that must be avoided.
Typography
We use two typefaces for all our print & online communication. Clearface Std and Roboto have specifically been chosen because they perfectly reflect our personality and they are agreeable to the eye.
Typeface in print/online
— ITC Clearface Std
ITC Clearface is a distinctive serif typeface originally designed by Morris Fuller Benton. It was released through American Type Founders in 1907. ITC Clearface can tend to have a “1970s” feel to it, especially in the heavier, chunky weights, as this was a popular style during that time period.
Clearface can be downloaded at
Typeface in print/online
— Roboto
Roboto is a grotesque sans-serif that feels like something in-between Helvetica and DIN. It is a free Google font that is available in six weights with matching italics—it acts as an excellent alternative to other free sans-serifs, such as Montserrat, that lack italics.
Roboto can be downloaded at
Colours
Colours help create a distinctive, memorable brand universe. To help structure our communication, we introduce a primary and a secondary colour palette. Make sure to use the appropriate colours to place the right accents in our communication.
Colours
— Primary Colours
Our primary colours are Radix Blue, Radix Dark Blue, black and white. Use of these colours guarantees top brand presence throughout all media. Only use the tints (100%, 75%, 50%, 25% and 10%) of these colours as indicated in these guidelines. They can be used in text or to serve as background colour for infographics/charts/diagrams.
Radix Blue
Radix Dark Blue
Plain Black
Plain White
Colors
— Secondary Colours
We can’t be restricted solely to using the primary colours, as we sometimes need flexibility with colour in our communications. The secondary colour palette has been created to compliment the primary colours, to provide a palette of supporting colours that can be used for charts and other graphical application. These colours should be used sparingly, and should never be used purely to decorate. Percentage tints (100%, 75%, 50%, 25% and 10%) can be used of any of these colours.
Radix Coral
Radix Green
Radix Light Blue
Radix Sand
Connector
The connector is a graphical device, derived from our logo, that symbolizes the connection between artificial intelligence and human business. This element plays a vital role in the recognition of our brand.
The Connector
— What
The connector is a graphic device that consists of three equal squares. The connector itself can be shifted in any of these four directions.
The Connector
— Use
The graphical element can be filled with imagery or any color from our color palette. It may also appear as a single outline.
Hover for more options.
Imagery
Imagery is an important means to create a brand that stands out. Ensuring a consistent style and quality of imagery strengthens the brand across all media. Our images should not just repeat what our words are already telling. Our imagery creates a broader canvas, sketching our world and attitude. We divide our imagery in two main sections: illustrations and people photography.
Illustrations
Created in collaboration with Nata Shepy, our new set of illustrations bring to life all the many experiences behind the Radix brand. For each sector we've created one main image.
For highres files (psd or svg) please contact marketing@radix.ai.
People photography.
Our aim is to convey a photojournalistic approach, create a true sense of place, and depict real-life interaction between people and technology
Our images are treated with a specific colour tone that sets us apart from our competitors and makes us unique
Colour Tone.
— How to
In 4 steps you can easily create a Radix colour tone image:
Step 1
Open your image in full-colour
Step 2
Set your image to greyscale
Step 3
Convert your image back to RGB and fill a new layer with Radix Blue and set the transparancy mode to 'screen'. It might help if you add more contrast to the black & white image in the layer underneath.
Step 4
Place a new layer on top of these two layers and set it to 'multiply'. Now fill this layer with a 25% tint of our secondary colours Light Blue and Green.
Tone of Voice
Every interaction with our stakeholders – in print, in person or through our website – is an expression of our brand, and thus contributes to how our brand is perceived. To effectively convey our brand through these interactions, we must make sure that we speak with one voice in every communication: the Radix voice.
The hero
The Hero makes the world better by being the best. They strive to triumph & change the world by promoting accomplishment & mastery. They’re the champions of courage, inspiring us all to be a little braver.
Attributes: honorable, bold, discipled, focused, courageous, goal-oriented, determined encouraging, competitive
• We strive to make the world a better place by improving people’s lives.
• This takes courage. We inspire everyone to be a little braver.
Do
• Dare to inspire, to encourage innovation
• Don’t say ‘why me’, say ’try me’
• Powerful vision and convincing wording (e.g. “we believe...”, “in our experience…”,
“we should”, “we think”,”we recommend”, “our best bet is…”)
• Positive phrasing (e.g. “help”, “solve”, …)
Avoid
• Untamed arrogance
• Indecisiveness, insecurity, being apologetic (e.g. “try to”, “unsure”, “maybe”, ...)
• Overpromising
The sage
Combination of an enterprise positioning
and a tech positioning
• We are knowledgeable experts in our field. Thought leaders. We deliver high-end work to our clients.
• We are credible and reliable. A trusted voice.
• We keep a calm and factual tone.
- We are confident in ourselves and our expertise. We do not shout.
- We do not overpromise. We ground our expertise in accepted science and research.
- What can we implement tomorrow?
• We focus on measurable impact.
Do
• Encourage people to think
• Go to the bottom of things
• Be assured, be a guide: provide the required expertise and information
(e.g. “we know this because…”, “in our experience...”, “research shows…”)
• Show the path (e.g. “the next steps should…”, “if you aim to…, you should…”)
• Be factual
Avoid
• Oversimplifying (e.g. “no need to go into the details”, “it just is”, “in general”) and overexplaining
- This is a complex balance to strike
- Adapt to your audience
• Talking down
• Assuming
• Inaccuracy
The Maverick
The challenger on the rebellious side
Trusted & high-end, but no suits and ties
Nike with a touch of Virgin
• Radix is a challenger.
- We are honest and unafraid. We do not care much for the way things have always been done.
If the conventions are wrong, too bad for them.
• We are not just visionaries with big dreams.
- We deliver excellence by always being grounded in reality and in the realm of what is possible.
Do
• Dare to speak your mind and challenge (e.g. “we must ask ourselves…”, “it’s important to think about…”,
“is it really what we want to achieve?”, “we could do better by...”, “we think”)
• Dare to go against the status quo (e.g. “contrary to popular belief”)
• Be on-top of your semantics (e.g. “new”, “cutting edge”, “innovative”)
Avoid
• Being overly confrontational
• Challenging and going against the grain just for the sake of it
• Settling (e.g. “so be it”, “unavoidable”)
Context matters.
• These are just general guidelines, trust yourself and your expertise
• Always take into account the audience, medium and purpose of your communication.
- What are you trying to achieve? What mood are you trying to convey?
Keep it simple and remember to have fun.
© 2020 Studio WillemsPeeters