Guidelines

Logotype

Construction

The Plejd logo with its clever vertically mirrored design is one of the main recognizable elements of the brand. Defined clear space and colors as well as placement in relation to other content make it as instantly recognizable as possible in all contexts.

  • The logo should preferably and primarily be used in Plejd blue when possible. The alternative color is white.
  • The logo should have sufficient clear space. The P of the Plejd logo is used to define the minimum clear space around the logo.
  • Exceptions to the clear space rule are only allowed in specific cases such as for UI purposes.

Logo guidance

Use the Plejd blue logo on a white background. Use the white logo on a Plejd blue background.
Alternative color use is to use the Plejd blue logo on a light grey or light blue background.
Use the Plejd blue logo or the white logo when overlaying an image. Mind the contrast.
The logo should be used as one solid color and never be used with just an outline.
Do not use the logo in other colors then the intended colors. Do not use the logo on background colors other then the intended colors. Only when printing in color is not possible may the logo be used in black.
Make sure that there is sufficient contrast between the logo and the background. Do not use the logo in white on a background that is too light. Do not use the logo in Plejd blue on a background that is too dark.
Do not stretch, rotate, distort, manipulate the logo. The logo should be used in the intended perspective and must always be used in a sufficient resolution for the intended use.
Do not crop, repeat or only use parts of the logo. Do not pair the logo with marks or symbols that may be confused as logos.

Color palette

Color use

The color palette is one of the main recognizable elements of the brand. It is crusial that the brand colors are used correctly and consistently throughout different platforms.

  • The accent colors should be used sparsely and only on small areas, never as a background color on large areas.
  • The secondary colors should not be used for general design but rather only for specific cases were the accent colors are not sufficient enough such as warnings or alert.
  • Alternative grey scale colors are allowed in order to achieve desired contrast.
  • Alternative lighter or darker shades of the colors are only allowed in specific cases such as for UI and hovering indication.

Color proportions

Main colors

Plejd blue
  • CMYK: 64 0 19 0
  • CMYK Ext: 70,59 0 0 0 + G 52,16
  • RGB: 72 197 214
  • HEX: #48c5d6
  • PANTONE: 3115C
  • LAB: 70 -40 -25
Light blue
  • CMYK: 20 0 6 0
  • RGB: 212 237 242
  • HEX: #d4edf2
White
  • CMYK: 0 0 0 0
  • RGB: 255 255 255
  • HEX: #ffffff
Light grey
  • CMYK: 5 4 4 0
  • RGB: 245 245 245
  • HEX: #f5f5f5
Grey
  • CMYK: 51 41 40 24
  • RGB: 120 120 120
  • HEX: #787878
Almost black
  • CMYK: 75 56 53 56
  • RGB: 65 65 65
  • HEX: #414141
Black
  • CMYK: 0 0 0 100
  • RGB: 0 0 0
  • HEX: #000000

Accent colors

Blossom
  • CMYK: 0 18 9 0
  • RGB: 251 222 223
  • HEX: #fbdedf
Mist
  • CMYK: 17 1 10 0
  • RGB: 220 236 234
  • HEX: #dcecea
Daylight
  • CMYK: 1 3 12 0
  • RGB: 253 246 230
  • HEX: #fdf6e6
Meadow
  • RGB: 196 140 149
  • HEX: #c48c95
Ocean
  • RGB: 126 185 178
  • HEX: #7eb9b2
Desert
  • RGB: 214 185 120
  • HEX: #d6b978

Secondary colors

Growth
  • RGB: 86 175 145
  • HEX: #56af91
Coral
  • RGB: 255 110 100
  • HEX: #ff6e64
Grain
  • RGB: 250 224 142
  • HEX: #fae08e

Typography

Body font (print)

The body font is the main font and is used for all body text. It may also be used for subheadings. The body font should only be used in the four font weights specified. Light, regular, bold and black.

Lato Light


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Lato Regular


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Lato Bold


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Lato Black


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Body font (digital)

The digital body font is the main font used for web and app. The body font should only be used in the four font weights specified. Light, book(regular), bold and black.

Gotham Screensmart Light


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Gotham Screensmart Book(regular)


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Gotham Screensmart Medium


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Gotham Screensmart Bold


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Heading font

The heading font is used for main headings. The text used with this font should be kept short and the font should never be used with long sentences. The heading font should only be used in the two font weights specified. Bold and medium.

NowAlt Bold


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

NowAlt Medium


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Accent font

The accent font is used as a decorative font and should only be used sparsely. Due to its decorative appearance it should always be used with a sufficient font size and never be used to convey important information. The accent font should only be used in the font weight bold.

Caveat bold


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Åå Ää Öö 1 2 3 4 5 6 7 8 9 0 ? ! ( % ) # @/ & \

Iconography

Construction

The brand uses icons to communicate to the user in a simple, quick and effective way. The iconography developed specifically for the brand is at the center of communication and is used in all types om media from app and website to print.

  • Icons are drawn on a 64 x 64 pixel grid.
  • Icons are mainly drawn as outlines with a 3px border.


! These icons are copyrighted and may not be used without permission.

switch-double
switch-single
switch-rotary
puck-a
puck-b
puck-c
puck-d
pucks
mesh
room
scenario
bulb
bags
shield
shield-bulb
shield-battery
shield-power
house
house-circle
house-circle-solid
cloud
cloud-download
sun
gateway-connected
astro
load-settings
cogwheel
cogwheels
user
users
chat-bubble
file
circle
circle-solid
plus
minus
information
information-solid
exclamation-point
exclamation-point-solid
question-mark
clock
timer
face-happy
face-sad
mobile
tablet
CE
bluetooth
bluetooth-circle
leaf
leaf-solid
picture
battery
menu
toolbar
cancel
developer
filter
filter-solid
installer
link
checkmark
checkmark-solid
checkmark-circle
checkmark-circle-solid
signal
signal-solid
dimmable
eye-visible
eye-hidden
location
envelope
padlock-locked
padlock-unlocked
arrow-update
arrow-refresh
arrow-left
arrow-right
arrow-up
arrow-down
arrow-long-left
arrow-long-right
arrow-long-up
arrow-long-down
tap
tap-single
tap-double
meter
globe
trash
camera
face-profile-talking
building
archive
fuse

Shapes & patterns

The leaf

The leaf gets its shape from the Plejd logo and can be used in multiple ways.

  • May be used in different colors from the color palette.
  • The leaf should never be rotated or mirrored.
  • The leaf may be cropped.
  • Solid or outlined.
  • Can be used by itself or with text/images.
  • Always used with the decorative font.
Can be used with overlapping tilted text. The tilting of the text should be 15°.
Can be used with centered text within the shape.
Can be used as an outline instead of a solid.
May be used with other colors.
Can be placed on top of images.
Can be used as a crop shape for images.
Can be used as a crop shape for images.
Can be used as a background shape to place images on.

Alternative shapes

A circle can be used as an alternative shape.

Can be used with centered text within the shape.
Can be used as an outline instead of a solid.
Can be used as a crop shape for images.
Can be used as a background shape to place images on.

Composition

Headings

These headings use the heading font combined with a line element in Plejd blue. These are only meant to be used as main headings and not as sub headings. You may use these versions according to their individual specifications below.

  • Can be used in both lowercase or uppercase.
  • The line element has the equivalent thickness of a lowercase "i" OR half of that.
  • The line element width should be 60% of the total text width OR have a fixed width throughout.
  • The minimum distance between the line and the text is the thickness of two lines. This is measured from the bottom of a lowercase "p" or the top of a lowercase "i". You may increase the distance if needed.
This version is the default version and the text is centered.
This version has the alternative to align the text to the left.
This version use uppercase instead of the default lowercase version.
This version should only be used in specific cases such as with quotes and not as a general heading.

Text & image

There are many ways to combine text and images. This is simply one example of such a combination that is frequently used in the Plejd brand.

Photography

Inspiration

The images found here do not serve the purpose of a media library. These images are meant for inspiration and to showcase the feel and nature of photography of the Plejd brand. Images to use in your projects can be found in the media library that is separate from this brand guide.

! These images are copyrighted and may not be used without permission.

Tone of voice

Words matter

The tone of voice express our brand’s essence, who we are and what we stand for. It creates the feeling of what "sounds like Plejd". With a set of core elements, the tone of voice defines quality and unites the brand in writing across all platforms, conveying the best of our brand personality.

Brand perception

  • We want to be perceived as innovative and inspiring with simplicity in focus.
  • We are knowledgeable in our field and we express that by conveying accurate information in simple and comprehensive language.
  • We are happy to share our expertise, provide tips and advice and share our knowledge.
  • We keep track of trends and reports and are happy to share these with our target group.

Guidelines

  • Use simple, easily understandable and comprehensive language.
  • Address the audience in a personal way using words such as "you".
  • Treat product names as if they were real names. Capitalized and with no inflection. Use "Gateway" and not "gateway" or "Gatewaying".
  • Highlight the benefits over the actual features.
  • Speak of the products as being affordable, not as being cheap.
  • Avoid being perceived as a know-it-all.

Keywords

  • Simple, easy
  • Smart, safe
  • High quality
  • Professional, knowledgeable
  • Friendly, personal
  • Humane

Expo & demo

Brand exposure and demonstrations

The brand does not only gain exposure digitally but also in print, at trade shows and with demonstrations. There are a few diffrent kinds of standard exposure materials to choose from, suitable for different purposes and occasions. In this sections you will find some of them.

Packaging

Experience

A product from Plejd is easy to spot. Designed to be playful, evoke curiosity and express simplicity. To interact with a product from Plejd is easy, informative and humane. To unbox a product from Plejd is an experience.

! These images are copyrighted and may not be used without permission.