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Brand Guide V2-Compressed

The document provides guidelines for Humankind Investments' brand identity, including sections on logo usage, approved colors, typefaces, mockups, photography examples, and definitions of common graphic design terms. It establishes branding rules and resources for representing the company visually.

Uploaded by

Deddy Khasrian
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
81 views

Brand Guide V2-Compressed

The document provides guidelines for Humankind Investments' brand identity, including sections on logo usage, approved colors, typefaces, mockups, photography examples, and definitions of common graphic design terms. It establishes branding rules and resources for representing the company visually.

Uploaded by

Deddy Khasrian
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 15

01 ABOUT

02 LOGO

CONTENT
03 COLOR
04 TYPEFACE
05 MOCKUPS
06 PHOTOGRAPHY
07 GLOSSARY
Brand Guide
01 | ABOUT

Humankind Investments was founded on


the premise that it could be better for all of us if
we widened our perspective, and paid close
attention to how our investments impacted
humankind. The market value of our investment
portfolio is just one of many numbers that can
impact our financial health. We do the research
to try and get as close to the full picture as
possible.

www.humankind.co
79 Madison Avenue, T: 646-838-4352
New York, NY 10016 E: [email protected]
Brand Guide

WHY US?
01 | ABOUT

Pure Social Responsibility


At Humankind, socially responsible investing is the
only kind of investing. We do our best to ensure that
social responsibility is at the core of every decision that
we make.

Quantitative Empirical Approach


We take a scientific approach to estimating the
economic impact that companies have on investors,
customers, employees, and society at large.

Experience and Expertise


Our team is composed of experienced financial
professionals and talented researchers. We come from
a diverse set of academic and industry backgrounds.
Brand Guide

LOGO USAGES
02 | LOGO

Please allow adequate spacing at all times.


Brand Guide

LOGO USAGES
02 | LOGO

Always scale the logo propotionally


Brand Guide

LOGO USAGES
02 | LOGO

Primary Use Secondary Use Image Use

Avoid Stretching Avoid Roating Avoid Using Mismatched Color

Avoid Adding Stroke Avoid Using of Drop Shadow Avoid Boxing in Logo
Brand Guide

COLOR
03 | COLOR

HEX : #00AC69
RGB : R0 G172 B105
CMYK : C81 M4 Y80 K0

HEX : #003A70
RGB : R0 G58 B112
CMYK : C100 M85 Y30 K16
Brand Guide

TYPEFACE
04 | TYPEFACE

Karma
Light
Semiotics aesthetic freegan pour-over jianbing. Artisan blog
retro neutra.
Paragraph font
Medium

ABCDEFGHIJKLMNOPQRSTUVWYZ Semiotics aesthetic freegan pour-over jianbing. Artisan


blog retro neutra.
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+=”:?>< Bold
Semiotics aesthetic freegan pour-over jianbing. Artisan
blog retro neutra.
Brand Guide

TYPEFACE

Noto Sans
04 | TYPEFACE

Light
Semiotics aesthetic freegan pour-over jianbing. Artisan
blog retro neutra.
Paragraph font
Medium

ABCDEFGHIJKLMNOPQRSTUVWYZ Semiotics aesthetic freegan pour-over jianbing.


Artisan blog retro neutra.
abcdefghijklmnopqrstuvwxyz
����������!@#$%^&*()_+=”:?>< Bold
Semiotics aesthetic freegan pour-over jianbing.
Artisan blog retro neutra.
Brand Guide

MOCKUPS
05 | MOCKUPS
Brand Guide

PHOTOGRAPHY
06 | PHOTOS
Brand Guide

GLOSSARY
07 | GLOSSARY

RGB CMYK Vector


(Red, Green, Blue) color mode is for anything that is (Cyan, Magenta, Yellow, Black) color mode is used for Vector images are made up of points, lines, and curves
computer-based design. This includes websites, apps, print design. This includes logos, business cards, that can be infinitely scaled without any loss in
banner ad and any other design created for electronic stationary, illustration, packaging and any other image quality.
use. designs used for print.

Raster Lossless Lossy


Raster images are made up of a set grid of dots called Lossless image formats capture all of the data of your Lossy image formats approximate what your original
pixels, where each pixel is assigned a color value. original file. Nothing from the original file, photo, or image looks like. For example, a lossy image might
Unlike a vector image, raster images are resolution piece of art is lost—hence the term “lossless.” The file reduce the amount of colors in your image or analyze
dependent. When you change the size of a raster may still be compressed, but all lossless formats will the image for any unnecessary data. These clever
image, you shrink or stretch the pixels themselves, be able to reconstruct your image to its original state. technical tricks will typically reduce the file size,
which can result in a significant loss of clarity and though they may reduce the quality of your image.
produce very blurry images.
Brand Guide

GLOSSARY
07 | GLOSSARY

JPEG/JPG EPS PNG


JPEG is a lossy raster format that stands for Joint EPS is an image format that stands for Encapsulated PNG is a lossless raster format that stands for
Photographic Experts Group, the technical team that PostScript. Although it is used primarily as a vector Portable Network Graphics. Think of PNGs as the
developed it. This is one of the most widely used format, an EPS file can include both vector and raster next-generation GIF. This format has built-in
formats online, typically for photos, email graphics image data. Typically, an EPS file includes a single design transparency, but can also display higher color
and large web images like banner ads. JPEG images element that can be used in a larger design. depths, which translates into millions of colors. PNGs
have a sliding scale of compression that decreases file are a web standard and are quickly becoming one of
size tremendously, but increases artifacts or the most common image formats used online.
pixelation the more the image is compressed.

AI PDF Lossy
AI is a proprietary vector image format that stands PDF stands for Portable Document Format and is an image TIFF is a lossless raster format that stands for Tagged
for Adobe Illustrator. The format is based on both the format used to display documents and graphics correctly, Image File Format. Because of its extremely high
EPS and PDF standards developed by Adobe. Like no matter the device, application, operating system or web quality, the format is primarily used in photography
those formats, AI files are primarily a vector-based browser. At its core, PDF files have a powerful vector and desktop publishing. You’ll likely encounter TIFF
format, though they can also include embedded or graphics foundation, but can also display everything from files when you scan a document or take a photo with a
linked raster images. AI files can be exported to both raster graphics to form fields to spreadsheets. Because it is professional digital camera. Do note that TIFF files can
PDF and EPS files (for easy reviewing and printing), a near universal standard, PDF files are often the file also be used as a “container” for JPEG images. These
and also JPEG, PNG, GIF, TIFF and PSD (for web use format requested by printers to send a final design into files will be much smaller than traditional TIFF files,
and further editing). production. Both Adobe Photoshop and Illustrator can which are typically very large.
export straight to PDF, making it easy to start your design
and get it ready for printing.
www.humankind.co

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