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BRAND
GUIDELINES

DOWNLOAD PRESS KIT
Version 2.0
01

BRAND POSITIONING

Introduction

STRV is a software design & engineering company. Whatever the opportunity, we can unlock it with technology.

Defining STRV

The idea of bravery, and where it came from

GDRIVE

Strategic Positioning

Where STRV stands in terms of business

TBA
02

BRAND IDEA

Our Brand Idea

A behavior as a brand idea, because that’s how we actually behave.

Mood Boards

Inspiration mood boards for each word from our brand idea to set up the design direction and create a pool of ideas.

VIEW EXTENDED MOOD BOARD

Restless Cursor

One symbol representing restless curiosity and limitless impact, a behavior that defines the STRV brand and culture.

03

BRAND IDENTITY

Key Components

Six key visual components defining the signature STRV brand identity and design style.

Condensed Font

Used in the logo and headlines

Restless Cursor

Representing restless curiosity, limitless impact

Sharp Corners

For boxes, buttons, and other components

Black & White

Used on photos or videos

Shadows

For components or hover states

Space

To achieve minimalistic and simple look

COLORS

#EF0D33

Raspberry Red

RGB: 239,13,51

#111517

Matte Black

RGB: 17,21,23

#FFFFFF

White

RGB: 255, 255, 255

#F2F2F2

Silver

RGB: 242, 242, 242

#333333

Grey

RGB: 51, 51, 51

#999999

Light Grey

RGB: 153, 153, 153

DO NOT use the “old” red color (#E53638) used in the previous STRV brand (prior 2016)

Plain black (#000000) usage should be limited to a minimum, prefer: Matte Black

DO NOT change the opacity of the Raspberry Red over white or matte black background

DO NOT even think about using other colors for any brand materials  

FONTS

DOWNLOAD TRUMP GOTHIC EAST (TTF)

Spacing

Always keep the same vertical and horizontal spacing between words in multi-line titles

Lowercase

DO NOT use lowercase for titles or headlines when working with Trump Gothic East font (or Oswald)

Maison Neue

For paragraphs, smaller subheadlines and labels

DOWNLOAD

Playfair

Alternative/Fancy font, used for quotes

DOWNLOAD

Oswald

Alternative to the Trump Gothic Easy font
(available on Google Fonts)

DOWNLOAD

Roboto

Alternative to the Maison Neue font
(available on Google Fonts)

DOWNLOAD
DOWNLOAD ALL VERSIONS (PNG, VECTOR)
Note: The primary logo background is Matte Black. The other color variations are secondary, and should be used only when the primary doesn’t fit visually.

Logo Safe Zones

The safe zone for the STRV logo can be determined by positioning the T as pictured below. This is the absolute minimum safe space between the logo and other elements, or even the canvas, to keep an optimal visual integrity.

Logo Misuse

The appearance of the logo should be consistent.

DO NOT use custom colors, custom background, gradients or shadows

DO NOT stretch the logo, change the letter spacing or thickness of each letter

DO NOT use the logo as a mask

DO NOT change the logo’s orientation

SYMBOL

Restless cursor

One symbol representing restless curiosity and limitless impact, a behavior that defines the STRV brand and the STRV culture.

DOWNLOAD ALL VERSIONS (PNG, VECTOR)

Symbol Construction

The Restless Cursor is essentially the letter “T” or “I” from the Trump Gothic East font with two minor adjustments:

1) Extended by the x-scale  on top and bottom
2) Cut by 1/3 of the x-scale

Symbol Usage

The cursor has multiple creative usage options, which all fit perfectly into our brand idea.

Outline

Both filled and outline usage is allowed

Horizontal

Both vertical and horizontal usage is allowed

Limitless

The cursor can even be duplicated multiple times when creating promo materials

Restless

The cursor can also be used as a definition of movement (in animations or when loading content)

Symbol with text

Symbol can be also used in combination with text, especially in marketing, sales and promotion.

At the end

Cursor can be placed at the end of a title/sentence to represent our restless thinking

In the box

Cursor can be also placed in the box to represent our restless thinking

Symbol Misuse

DO NOT use custom colors

DO NOT rotate the cursor

DO NOT place the cursor at the front of text

DO NOT use other fonts besides Trump Gothic East

PHOTO EDITING

DOWNLOAD PRESETS (LIGHTROOM)

Instagram Stories & VSCO

Use the following presets/settings when editing photos on mobile

For Instagram Stories use “Tokyo” or “Buenos Aires”
For VSCO use “01” preset, and +1.0 exposure

B&W or keep colors?

Our editing is not just about black and white. Here is a cheat sheet for which option to choose:

— For our main social media feed (Facebook, Twitter, Instagram), where you promote STRV content, a lifestyle photo or a featured photo, always choose black & white.

— For third party content, client work, event photos, spontaneous Instagram Stories or other content which doesn’t have to be “branded” with our style, you can keep regular colors.

ICONS

DOWNLOAD STRV ICON PACK

PATTERNS

IN PROGRESS

MOTION

Use our Restless Cursor to define motion for logo, website components, titles or any other video components.

DOWNLOAD SOURCE FILE (AE)
04

BRAND EXPERIENCE

WEBSITE

The main point of our brand experience and marketing activities.

TBA

Case Studies

Source files for all of our public case studies

TBA

SOCIAL

Guidelines and source files for all of our social media profiles, each includes templates and best practices.

General social media guidelines, strategy an approach can be found in the STRV Social Media Guide document.

STRV Facebook

Promo posts, events and cover picture

AVAILABLE ON GDRIVE

STRV Instagram

Feed photos and Instagram Stories

AVAILABLE ON GDRIVE

STRV Twitter

Promo posts and cover picture

AVAILABLE ON GDRIVE

STRV Blog

Blog post thumbnails, images and infographics

AVAILABLE ON GDRIVE

STRV YouTube

Video thumbnails and cover picture

TBA

INTERNAL

Slides Template

Lite version of a slides template

SLIDESKEYNOTE

Document Template

Creating a new doc? Use this.

GDRIVE

Letterhead

Need this for whatever reason? Go for it.

GDRIVE

SALES

STRV Deck

The latest and greatest version of our deck

PDF

STRV Design Concept

Source file for creating a design concept

AVAILABLE ON GDRIVE

COMMUNITY & EVENTS

Event Experience

Experience the STRV brand with our unique approach to events

STRV Events

Create our event promo designs with ease

AVAILABLE ON GDRIVE

Office & Event Decoration Mood Board

Interior design & decoration ideas for our events

VIEW MOOD BOARD

OFFICE

STRV Office

Our home, our world, our universe. Step in only if you are brave.

STRV TV Kit

Slides for our into TV screens (Sketch, Slides)

AVAILABLE ON GDRIVE

STRV Posters

Hanging out in the office

TBA

MERCH

The Essentials

T-shirts, sports t-shirts, stickers and more.

Creating new clothing & accessories, or just want to test out some ideas? Use the following resources:

05

BRAND VOICE

Our Brand Voice

Quick guide including copy structure, principles & cheat sheet.

EXTENDED GUIDE IN PROGRESS
© 2018 STRV, Designed by STRV Design team. Made In Webflow.