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Brand Guidelines
2021
Brand Summary
Mission
- To inspire and encourage more effective communications whenever they carry the Cape logo, expressing everything Cape stands for and promises to deliver to clients, and to make the brand impactful through consistent application by everyone involved [^1].
Core Values
- consistency
- impact
- approachability
- seriousness
- clarity
Target Audience
- Clients seeking a strong, recognizable brand in finance and approachable communications; those who value clarity and professionalism [^2].
Personality Traits
- sophisticated
- approachable
- confident
- distinctive
- contemporary
Visual Identity Overview
- Cape’s visual identity features a minimalist, modern logo with geometric forms and a limited color palette. The brand uses a combination of green, blue, red, and yellow for finance and warmth, complemented by off-white. Typography includes Circular Std for headlines and Brandon Grotesque for body copy. Imagery is isometric, with a comic book feel, supporting both literal and abstract messages [^3].
Categories
Logo Usage
- The logo should be used in its entirety with no alterations or additional elements. Always ensure clarity of the logo when using it on white, black and coloured backgrounds.
- Use the most appropriate version of the logo to achieve legibility. Use the full colour logo for light coloured backgrounds and the reverse logo for darker backgrounds (including black).
- Logos can be used over photography, as long all elements of the logo are clearly visible.
- The Cape logo is always surrounded by an exclusion zone. This area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.
- The exclusion zone is created by measuring the width of the capital C, shown here with an x.
- There are no predetermined sizes for the Cape logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
- The logo must only ever be resized in proportion and should never be squeezed or stretched.
- The minimum size across all versions of the logo is 40mm.
Color Palette
- Our main brand colours are a combination of green, blue, red and yellow. Greens and blues to represent finance, yellows and reds to represent warmth and approachability.
- Using these throughout our communications makes them unmistakably “Cape” and helps to build our brand.
- The visual opposite represents the hierarchy of our colour palette.
- We also have a carefully considered set of secondary colours. They provide flexibility, help to inject seriousness, and can be used in diagrams and icons.
- Please don’t forget the off-white will really make these colours come to life.
Typography
- We use a combination of fonts across our communications to complement the Cape identity.
- The following section covers how and where to use the fonts most effectively.
- Primary font
- Circular Std
- Secondary font
- Brandon Grotesque
- The Cape primary font is Circular Std, a confident typeface with an intelligent and distinctive look.
- The primary font is only used for headlines, standfirsts and pull-outs or statistics where required.
- Circular Std Bold
- Bold
- A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
- Circular Std Book
- Regular
- A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
- 0 1 2 3 4 5 6 7 8 9
- The Cape secondry font is Brandon Grotesque, a contemporary typeface that is clear and defined.
- The secondary font supports our primary font and is used for sub-headings and all body copy.
- Brandon Grotesque Bold
- Brandon Grotesque Regular
Brand Imagery
- The Cape illustration style is sophisticated, yet approachable, with an isometric look and a ‘comic book’ feel reflecting and reinforcing the Cape ‘hero’ message.
- For premium pieces, please make every effort to use illustrations.
- Illustrations can be designed to support literal and abstract messages.
- When creating additional illustrations, refer to Vectorpouch on Adobe Stock for inspiration.
- Most isometric illustrations can be purchased and then used as a starting point. Assets can then be added to and tailored for specific usage or when an appropriate illustration cannot be found.
- Isometric look and feel
- Use Cape red / blue combinations
- Dotted shadows where appropriate
Visual Style
- The logo should be used in its entirety with no alterations or additional elements. Always ensure clarity of the logo when using it on white, black and coloured backgrounds.
- Use the most appropriate version of the logo to achieve legibility. Use the full colour logo for light coloured backgrounds and the reverse logo for darker backgrounds (including black).
- Logos can be used over photography, as long all elements of the logo are clearly visible.