Purpose
To uphold the visual identity
The purpose of this guide is to help maintain the organizational visual identity throughout all brand materials and design. It provides the tone for internal and external communications to create a consistent image.
Who it’s for
For those who represent the brand & use it’s assets
It explains how to use our logos, colours, typography, graphics and images in a consistent way.
What is here?
Visual treatments, logo downloads, & colour codes
If you do not find what you need here, please reach out to Kaleido Work at:
hello@kaleidowork.comPositioning Statement(s)
Shift Your Perspective,
Reimagine Work
Used in a prominent way as a primary statement on a wide arrange of brand assets. It is a powerful statement that allows for flexible messaging to follow it.
Let’s partner to
Reimagine Work
A similar, secondary statement that is used as a prompt to reach out or continue your journey. The word “partner” is strategic in that it sets the tone for your level of involvement as well as the clients.
Logo Usage
Logo Variants
The logo has 3 lockup variants available.
The primary version is a horizontal lockup which is best suited for situations with limited vertical space but ample horizontal. The secondary lock-up of the logo allows for a more vertical format. This is to be used in instances where center alignment is important, or horizontal space is limited.
There is no set preference on which is more prominently used but it should suite the application.
The tertiary (icon) version of the logo should be utilized only when the name of the company is prominently displayed in view, instances where the brand is already established and you wish to use it as a sign-off, or on swag where an understated brand is desired.
Download All Logos
Clear Space
There is an alternative lock-up of the logo that allows for a more vertical format. This is to be used in instances where center alignment is important, or horizontal space is limited.
There is no set preference on which is more prominently used but it should suite the application.
This variant exists in all of the same colour formats as the primary logo.
Download All Logos
Colour Variations
The Kaleido Work logo comes in 2 main colour variants. Regular and Inverted. These colour variants are encouraged wherever possible.
There are secondary colour variants that support a single colour, though these are for very specific applications and shouldn’t be used unless required for a technical reason (ie: when able to print in a single colour).
Download All Logos
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Colours
Deep Sea Cavern
Hex: #0C6575
RGB: 12, 101, 117
CMYK: 88, 39, 39, 8
Dragonfruit Sunset
Hex: #E86564
RGB: 232, 101, 100
CMYK: 2, 64, 45, 0
Sunburst Marigold
Hex: #F2B21C
RGB: 242, 178, 28
CMYK: 4, 26, 97, 0
Moonstone Mist
Hex: #d6d1c3
RGB: 214, 209, 195
CMYK: 12, 11, 17, 0
Typography
Proxima Nova
This typeface bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance.
Proxima Nova is available in numerous weights but this identity focuses primarily on regular, medium, and bold weights.
Our license is for use on the web, individual installations of the type can be purchased here:
License Here Or if you have AdobeAa
Aa
Bb
Cc
Dc
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm
Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv
Ww
Xx
Yy
Zz
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Visual Assets
Shapes
We are using 3 rounded triangles at 80% opacity to create the base shape for the logo.
These shapes can be overlaid on top of one another to create a base for image. These shapes can also be animated as shown in the main header of this guide.
Download Shapes
Photography
Use photography of real people collaborating, interacting, and working together wherever possible.
If relying on stock photos, they should showcase interaction between people in the workplace. People looking engaged and content wherever possible to focus on the outcome as opposed to the problem.
