Contentsquare

Official Websites

• https://contentsquare.com
• http://www.contentsquare.com
• https://contentsquare.com/fr-fr
• https://contentsquare.com/es-es
• https://contentsquare.com/it-it
• https://contentsquare.com/de-de
• https://contentsquare.com/jp-jp

Brand Guidelines

2023

Brand Summary

Mission

• We give customers the power to make the digital world more human. Contentsquare empowers businesses to optimize digital experiences for customers, enabling more human experiences, technology, business, and understanding [^1].

Core Values

• human-first
• data-driven
• approachable
• inclusive
• optimizing digital experiences
• building for the future
• diversity
• collaboration
• clarity
• engagement
• positivity
• empathy
• modernity
• accessibility
• refinement
• consistency
• growth
• learning
• authenticity
• togetherness
• love the journey
• be yourself
• try, learn, grow
• go beyond

Target Audience

• Businesses and organizations seeking to optimize digital experiences for their customers, with a focus on diverse, global teams and end users who value human-centric, accessible, and data-driven solutions [^2].

Personality Traits

• human
• real
• inclusive
• informative
• empathetic
• engaged
• positive
• data-driven
• approachable
• conversational
• clear
• engaging
• modern
• friendly
• open
• curious

Visual Identity Overview

• Contentsquare’s visual identity is clean, graphic, contemporary, and accessible, featuring a geometric logo with rounded and angular elements, a vibrant and human color palette, modern sans-serif typography (Gilroy and Poppins), consistent use of patterns and shapes, portrait photography with colorful backgrounds, and minimalist iconography and illustrations that echo the brandmark [^3].

Categories

Brand Voice

• Our brand voice and tone is more than what we say—it’s how we say it. It builds recognition and trust. It defines our brand personality (who we are) and our brand values (what we stand for). Our voice ultimately determines how we want to be perceived; by our customers, partners, colleagues and competitors. It’s critical to have a consistent voice and tone across all content to differentiate us from our competitors and validate our market positioning. Inconsistencies in tone can fragment the picture of our brand, leading to mistrust from our prospects and customers. Inconsistent tone = bad for our brand.
• Our brand voice captures our personality. At Contentsquare, we are human. That’s our personality and who we are, which never changes. Our voice is what we say. It can consist of syntax (sentence structure), diction (word choice), expressions, and other writing techniques so the market knows it’s coming from us. We write in a style that proves we are human; we don’t sound like a robot. We’re real. We’re inclusive. We’re informative. We’re empathetic, engaged, and positive. We’re data-driven and building for the future.
• Our tone is how we say things. It’s the attitude our writing conveys and gives more context beyond the words used. It can convey the positive, negative, neutral and everything in between. If the voice is our personality, the tone is the mood of our writing.
• At Contentsquare our tone is… Clear Conversational Engaging We use simple, everyday language that everyone can understand. We break down complex topics in a way that’s easy to understand. We’re open and curious. We’re interested in others and approachable. We’re always happy to help. The stuff we write is useful, sharp and interesting. We know time is valuable, and we get to the point fast.

Brand Imagery

• Contentsquare brand photography features portraits of diverse subjects that help keep the focus on the human experience. Close crops emphasize nuances of expression within the portraits and colorful backgrounds help unify the look and feel.
• To keep the approachable DNA of our brand, we are using more and more employees, partners, clients headshots we are shooting in our studios in Paris, London and NYC.
• We kept a focus on diversity, as this is key promoting good digital human experience.
• We use close crops to emphasize nuances of expression within the portraits and colorful backgrounds.
• The same style applies to brand portraits of people interacting with devices, illustrating the customer experience.
• When selecting stock photography, look for imagery that reflects the existing brand photography in style and subject.
• Prefer a picture with a solid color background. Keep it simple: one subject and one background color with one human part.
• If using a background for very special occasion (ex: with scenery), do not use images with any sort of filter or applied effect (blur, glow/sunburst, lens flare etc)
• Prefer a “packshot style” picture with a solid color background. Keep it simple: one subject and one background color with a front or sky view.
• Using lighter tints of the brand colors as borders around photography can create contrast and bring more color to a composition. These examples illustrate a few of the ways the photography can be paired with brand colors.
• Use the Contentsquare brand mark or logo pattern as a subtle watermark behind photography.
• Use an over-sized crop of the Contentsquare brandmark to create dynamic compositions with portrait photography.
• These examples illustrate a few of the ways the photography can be paired with brand patterns.
• Our brand is human-first, so portraits are key pillars of our identity.
• Using circle or squircle masks give us consistency and playfulness keeping our modernity and a more mature approach.
• In some special instances, where headshots have to be created for a specific platform (ex: Hopin, used for virtual events) headshots can be displayed with the logo mark and additional design motifs for easy identification purposes. This is not allowed in any other instance.

Color Palette

• VIVID BLUE RGB: 54, 64, 232 HEX: #3640E8 Pantone 2728 C MIDNIGHT RGB: 28, 18, 99 HEX: #1C1263 Pantone 2755 C
• SHELL RGB: 254, 237, 231 HEX: #FEEDE7 CREAM RGB: 255, 247, 215 HEX: #FFFCEF CLOUD RGB: 235, 236, 253 HEX: #EBECFD
• We’ve evolved the core Contentsquare brand colors to create a palette that is both vibrant and human, without sacrificing stability.
• The blue is still a core color with a more vivid tone and a midnight evolution.
• The shell, cream and cloud are lighter shades of our previous logo colors to bring the evolution of our core identity as a human and approachable brand.
• Use Vivid and Midnight as main titles/background colors and Shell/Cream/Cloud as complementary backgrounds and Titles colors on darker backgrounds.
• Color must be used thoughtfully to ensure balance, legibility and accessibility. The image to the right represents an abstract color hierarchy-the more saturated colors speak louder and can therefore be used in smaller amounts, while the less saturated colors can be used to offset and balance them.
• Vivid blue should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout.
• Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in shell, cream and cloud bring subtlety and warmth without overwhelming the layout and provide contrast for legibility.
• In general, don’t use more than three brand colors together in one layout. Using tonal variations of one color can be a way to bring dimension to a layout without overwhelming the design.
• With contrast, legibility and accessibility in mind, this extended palette offers an expanded selection of saturated tones that work as backgrounds, title styles and CTA’s. The stronger colors should be used in small amounts against the softer tones, which can be used in large fields as background colors.
• The evolved palette is both vibrant and human. It has to be used when the Core Palette introduced above can’t be used (co-branding reasons, specific requirements)
• The orchid and ocean bring alternatives to the blue keeping our corporate and human identity.
• ORCHID RGB: 124, 40, 144 HEX: #7C2890 Pantone 2593C OCEAN RGB: 10, 113, 128 HEX: #0A7180 Pantone 322C STONE RGB: 236, 237, 241 HEX: #ECEDF1 MINT RGB: 234, 245, 239 HEX: #EAF5EF
• Orchid and Ocean should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout.
• Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in stone, mint, shell and cream bring subtlety and warmth without overwhelming the layout and provide contrast for legibility.
• These supplemental colors provide additional values for specific applications where more color variation is needed. Some examples include charts and graphs, color accent on a complex layout or specific color requirement.
• They’re designed to harmonize with and extend the range of the core palette. They should be used only when necessary, leaving the core palette to lead the way visually.
• These light tones in particular are an important tool and crucial to the execution of a more human and approachable brand. These representative samples provide a starting point but don’t indicate the only tones that can be used. In general, it is recommended to use a very light tint along with one of the full saturation brand colors.
• The following are some specific guidelines for application of color on type. Not every layout is exactly the same but these guidelines apply to most instances. In general, midnight is our main text color for headlines and body copy. Vivid blue is the preferred choice for CTAs and call-outs. Any of the core palette colors may be used in 5-20% tints as background colors behind text in both Midnight and Vivid Blue. Of course, any of these selections will also work when reversed.
• Headlines: Midnight Body Text: Midnight CTAs and text call-outs: Vivid Blue Backgrounds: 5-20% tints of any core brand color
• Accessibility Requirements • The contentsquare logo version should be chosen depending on the background colour by making sure that the contrast ratio between the colours of the logo and its background colour(s) is above 3:1. Note: use Colour Contrast Analyser or Pika to test the contrast ratio • Always apply a textual alternative (Alt text) to the Contentsquare logo image. (unless the adjacent text already mentions “Contentsquare.”)
• DO NOT use just any colour combination: ○ Our document templates will have predefined colours for texts and titles that are contrasted enough with their background. ○ If you wish to add another colour to your text, pick a colour within colour matrix (psw a11y2022) to ensure the contrast ratio meets at least: ■ the AA criteria for text below 24 px/18 pt ■ The AA criteria for titles above 24 px/18 pt ○ You can use this comprehensive Contentsquare Accessibility Style guide to check what colours of the palette are valid against specific backgrounds and have an idea of what it will look like.

Typography

• The Contentsquare brand typeface is Gilroy, an open, approachable, modern sans serif font with a classic geometric touch and a full range of weights and italics.
• Gilroy should be used in all design materials, marketing communications, external advertising and on the web.
• Never italicize the font.
• Poppins is a Google font available in all Google Workspace applications and as a free download. It should be used only in instances where Gilroy is not available.
• Poppins is the preferred font for Google Slides presentations, for example.
• To initially access Poppins in a Google Workspace application, like Slides or Docs, go to the font dropdown and click more fonts at the top of the menu. Type Poppins in the search bar and click to select it. It is not necessary to download or install the font for use in a Google Workspace application.
• Noto Sans JP is a Google font available as a free download. It should be used only in Japanese language applications.
• For applications where Noto Sans JP is not available, such as Google Slides, Murecho is the preferred font. It is a Google font available in all Google Workspace applications and as a free download. It should be used only in Japanese language applications where Noto Sans JP is not available.
• Noto Sans KR is a Google font available as a free download. It should be used only in Korean language applications.
• For headline text in long form collateral (reports), you can use IBM Plex Sans KR to give differentiation
• For applications where Noto Sans KR is not available, such as Google Slides, Gothic Al is the preferred font. It is a Google font available in all Google Workspace applications and as a free download. It should be used only in Korean language applications where Noto Sans KR is not available.
• Good typography organizes information so it can be quickly and easily taken in at a glance. The following are some general guidelines for using type.
• Headlines Gilroy Bold or Extra Bold, sentence case
• Subheads Gilroy Bold, Semibold or Regular, sentence case
• Type contrast Minimum of two weights difference between headline and body copy
• Body copy Gilroy Regular, Medium -Text should be left-aligned
• CTA Gilroy bold, sentence case -Text should be centered within a pill container
• Color It may be used where appropriate to call out important information. Generally, two colors per layout is ideal.
• In general, midnight is our main text color for headlines and body copy. Vivid blue is the preferred choice for CTAs and call-outs. Any of the core palette colors may be used in 5-20% tints as background colors behind text in both Midnight and Vivid Blue. Of course, any of these selections will also work when reversed.
• Headlines: Midnight
• Body Text: Midnight
• CTAs and text call-outs: Vivid Blue
• Backgrounds: 5-20% tints of any core brand color
• For an accessibility and voice & tone purposes, to highlight our core messages and accents, leave clear space in the body copy.
• Overwhelming your reader will never support your goal, let the copy breathe to maximize its impact.
• Google Slides: Use Poppins with font size: 11 as the smallest size for text block content
• When designing for the web: Use a minimum of 14px but always aim for 16px (see CS website)
• For print: Use a minimum of 14px / 10.5pt Primary Typeface: Poppins
• For regular text, use light (for short texts) and normal typeface (for several paragraphs) with font size: 11. DO NOT use fonts below light, as the lighter typefaces are too thin.
• Line spacing: 1.5 x the font size
• Paragraph spacing: 1.5 x the line spacing
• Optimal length: 80 characters per line
• DO NOT justify the text! (even in print documents!)
• DO NOT write sentences and titles in full capital letters
• Avoid underlining text as it will be mistaken for a link
• Ensure links (and buttons on web documents) can be identified as such and are distinguished from the rest of the text using both color and form (e.g. underlining)

Logo Usage

• The Contentsquare logo is clean, graphic, contemporary, accessible, and approachable mark.
• It is the most immediate representation of our brand and a valuable asset in telling our story.
• The logo consists of two elements: the brandmark and the wordmark.
• The brandmark hints at a coming together-of people, ideas and information-of the human and digital.
• A more modern, visually friendly wordmark accompanies the brandmark-using upper and lower case to achieve a personal, conversational tone.
• Although most use cases should involve the complete logo lockup, this Contentsquare brandmark can at times be used on its own to tell the brand story.
• There are two main lockups of the Contentsquare logo: a horizontal lockup and a vertical lockup.
• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts-a phone splash screen, for example.
• These versions are available in various colorways. Specific use cases are shown on the following page.
• The vivid blue logo may be used in applications that require an added focus on the logo, such as a presentation title card. It should not be used against busy areas of photography or clashing colors.
• The midnight logo should be used most often against light colors and light, calm areas of photography, provided there is adequate contrast and legibility.
• Use the reversed version of the logo when working with darker backgrounds or colors that clash or do not provide enough contrast with the standard logo.
• To protect the clarity and visual integrity of the logo, always maintain a clear space around it.
• The cap-height of the wordmark functions as a guide to the minimum clear space allowed.
• The cap-height is equivalent to the height of the “C” in the wordmark.
• To maintain the integrity of the Contentsquare logo and promote brand consistency, it is important to use only the official logo files as described in these guidelines.
• Don’t use the old logo on any materials going forward.
• Don’t stretch or alter the logo’s proportions.
• Don’t use the logo in non-approved colors.
• Don’t outline the logo.
• Don’t use drop shadows, reflections or glow effects with the logo.
• Don’t recreate or alter the logo artwork in any way.
• When using the logo against photos and graphic backgrounds, care must be taken to give the logo proper space and focus.
• Light, uncluttered areas of photography provide contrast and legibility for the logo. The reversed logo may be used against simple, dark areas of photography.
• When using the logo in tandem with a pattern or busy graphic, be sure to create enough negative space to let the logo breathe. In most cases, using the logo over busy graphics is not recommended.
• The contentsquare logo version should be chosen depending on the background colour by making sure that the contrast ratio between the colours of the logo and its background colour(s) is above 3:1.
• Always apply a textual alternative (Alt text) to the Contentsquare logo image. (unless the adjacent text already mentions “Contentsquare.”)

Tone And Messaging

• Our brand voice and tone is more than what we say—it’s how we say it. It builds recognition and trust. It defines our brand personality (who we are) and our brand values (what we stand for). Our voice ultimately determines how we want to be perceived; by our customers, partners, colleagues and competitors. It’s critical to have a consistent voice and tone across all content to differentiate us from our competitors and validate our market positioning. Inconsistencies in tone can fragment the picture of our brand, leading to mistrust from our prospects and customers. Inconsistent tone = bad for our brand.
• At Contentsquare, we are human. That’s our personality and who we are, which never changes. Our voice is what we say. It can consist of syntax (sentence structure), diction (word choice), expressions, and other writing techniques so the market knows it’s coming from us. We write in a style that proves we are human; we don’t sound like a robot. We’re real. We’re inclusive. We’re informative. We’re empathetic, engaged, and positive. We’re data-driven and building for the future.
• Our tone is how we say things. It’s the attitude our writing conveys and gives more context beyond the words used. It can convey the positive, negative, neutral and everything in between. If the voice is our personality, the tone is the mood of our writing.
• At Contentsquare our tone is… Clear Conversational Engaging We use simple, everyday language that everyone can understand. We break down complex topics in a way that’s easy to understand. We’re open and curious. We’re interested in others and approachable. We’re always happy to help. The stuff we write is useful, sharp and interesting. We know time is valuable, and we get to the point fast.

Brand Values

• We give customers the power to make the digital world more human.
• With Contentsquare, anyone within business now has the power to act with certainty, optimizing digital experiences for customers and ultimately enabling: More human experiences More human technology More human business More human understanding
• We are human first, data-driven, and here to build what’s next.
• At Contentsquare, we are human. That’s our personality and who we are, which never changes. Our voice is what we say. It can consist of syntax (sentence structure), diction (word choice), expressions, and other writing techniques so the market knows it’s coming from us. We write in a style that proves we are human; we don’t sound like a robot. We’re real. We’re inclusive. We’re informative. We’re empathetic, engaged, and positive. We’re data-driven and building for the future.

Visual Style

• The Contentsquare logo is clean, graphic, contemporary, accessible, and approachable mark.
• The logo consists of two elements: the brandmark and the wordmark.
• A more modern, visually friendly wordmark accompanies the brandmark-using upper and lower case to achieve a personal, conversational tone.
• Aside from the obvious reflection of the brand name, the synthesis of rounded and angular geometry hints at the coming together of the human and digital. It can be seen to imply both a gathering place in the center of a public square as well as a pixel, the building block of all things digital, contained within the heart of the letter c.
• Although most use cases should involve the complete logo lockup, this Contentsquare brandmark can at times be used on its own to tell the brand story.
• The mark also lends itself to many graphic applications, including patterns and watermarks-resulting in a high-end, contemporary feel for the brand.
• There are two main lockups of the Contentsquare logo: a horizontal lockup and a vertical lockup.
• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts-a phone splash screen, for example.
• These versions are available in various colorways. Specific use cases are shown on the following page.
• The vivid blue logo may be used in applications that require an added focus on the logo, such as a presentation title card. It should not be used against busy areas of photography or clashing colors.
• The midnight logo should be used most often against light colors and light, calm areas of photography, provided there is adequate contrast and legibility.
• Use the reversed version of the logo when working with darker backgrounds or colors that clash or do not provide enough contrast with the standard logo.
• To protect the clarity and visual integrity of the logo, always maintain a clear space around it.
• The cap-height of the wordmark functions as a guide to the minimum clear space allowed.
• The cap-height is equivalent to the height of the “C” in the wordmark.
• To maintain the integrity of the Contentsquare logo and promote brand consistency, it is important to use only the official logo files as described in these guidelines.
• Don’t use the old logo on any materials going forward.
• Don’t stretch or alter the logo’s proportions.
• Don’t use the logo in non-approved colors.
• Don’t outline the logo.
• Don’t use drop shadows, reflections or glow effects with the logo.
• Don’t recreate or alter the logo artwork in any way.
• When using the logo against photos and graphic backgrounds, care must be taken to give the logo proper space and focus.
• Light, uncluttered areas of photography provide contrast and legibility for the logo. The reversed logo may be used against simple, dark areas of photography.
• When using the logo in tandem with a pattern or busy graphic, be sure to create enough negative space to let the logo breathe. In most cases, using the logo over busy graphics is not recommended.
• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X)
• The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands.
• X is the height of the C
• y is the height of the brandmark
• The cross is suppose to fit into an “x size” square.
• Horizontal lockups: The cross is placed between 2 “x size” squares.
• Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height.
• Center the partner logo if the text is not in the middle (ex : GoPro)
• For logos like this, use the Y height as reference to fit.
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos.
• The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand.
• Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available.
• Prefer midnight version for light backgrounds and white version for dark backgrounds.
• Use Vivid and Midnight as main titles/background colors and Shell/Cream/Cloud as complementary backgrounds and Titles colors on darker backgrounds.
• Color must be used thoughtfully to ensure balance, legibility and accessibility. The image to the right represents an abstract color hierarchy-the more saturated colors speak louder and can therefore be used in smaller amounts, while the less saturated colors can be used to offset and balance them.
• Vivid blue should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout.
• Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in shell, cream and cloud bring subtlety and warmth without overwhelming the layout and provide contrast for legibility.
• In general, don’t use more than three brand colors together in one layout. Using tonal variations of one color can be a way to bring dimension to a layout without overwhelming the design.
• Orchid and Ocean should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout.
• Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in stone, mint, shell and cream bring subtlety and warmth without overwhelming the layout and provide contrast for legibility.
• These supplemental colors provide additional values for specific applications where more color variation is needed. Some examples include charts and graphs, color accent on a complex layout or specific color requirement.
• They’re designed to harmonize with and extend the range of the core palette. They should be used only when necessary, leaving the core palette to lead the way visually.
• These light tones in particular are an important tool and crucial to the execution of a more human and approachable brand. These representative samples provide a starting point but don’t indicate the only tones that can be used. In general, it is recommended to use a very light tint along with one of the full saturation brand colors.

Iconography

• Keep shapes simple without many details. They should be easy to see when small, fully accessible and bold.
• Use sharp stroke-ends to fit with our logo style, and use five core shapes to make icons.
• Use always one plain color circle shape in the background to mimic our logo.
• Sharp stroke-ends (not rounded) to mimic logo style.
• Only one element filled with stroke color.
• One plain colored circle 40x40px shape in the background of the transparent parts.
• Avoid unnecessary empty spaces.
• Use the pill shape and the circle for the curved elements.
• Avoid perspective effects.
• We worked on color and white versions to guarantee accessibility available for everyone.
• Between 30px and 40px Between 40px & 120px Above 120px > the mini icon > the regular icon > go for an illustration
• Never make an icon that is less than 30px
• 30x30px 90x90px 200x200px

Layout And Composition

• There are two main lockups of the Contentsquare logo: a horizontal lockup and a vertical lockup. The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts—a phone splash screen, for example. These versions are available in various colorways. Specific use cases are shown on the following page.
• To protect the clarity and visual integrity of the logo, always maintain a clear space around it. The cap-height of the wordmark functions as a guide to the minimum clear space allowed. The cap-height is equivalent to the height of the “C” in the wordmark.
• When using the logo against photos and graphic backgrounds, care must be taken to give the logo proper space and focus. Light, uncluttered areas of photography provide contrast and legibility for the logo. The reversed logo may be used against simple, dark areas of photography. When using the logo in tandem with a pattern or busy graphic, be sure to create enough negative space to let the logo breathe. In most cases, using the logo over busy graphics is not recommended.
• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X) The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands. • X is the height of the C • y is the height of the brandmark The cross is suppose to fit into an “x size” square. Horizontal lockups: The cross is placed between 2 “x size” squares. Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height. • This will work with logo with text & brand marks or elements bigger than the text Note: Center the partner logo if the text is not in the middle (ex : GoPro) • Or with ’text only’ logos but with long text
• Align text of the partner logo with the cross height. If the logo is blocky (like Decathlon), align the top of the logo to the x grey square. If the logo is with a brand mark (like BNP), align the text to the x grey square
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference. For logos like this, use the Y height as reference to fit.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos. The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand. Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available. The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts—a phone splash screen, for example. Prefer midnight version for light backgrounds and white version for dark backgrounds.
• Color must be used thoughtfully to ensure balance, legibility and accessibility. The image to the right represents an abstract color hierarchy—the more saturated colors speak louder and can therefore be used in smaller amounts, while the less saturated colors can be used to offset and balance them. Vivid blue should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout. Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in shell, cream and cloud bring subtlety and warmth without overwhelming the layout and provide contrast for legibility. In general, don’t use more than three brand colors together in one layout. Using tonal variations of one color can be a way to bring dimension to a layout without overwhelming the design.
• Color must be used thoughtfully to ensure balance, legibility and accessibility. The image to the right represents an abstract color hierarchy—the more saturated colors speak louder and can therefore be used in smaller amounts, while the less saturated colors can be used to offset and balance them. Orchid and Ocean should generally be used as an accent color, for CTAs and for providing areas of pop rather than dominating the layout. Midnight should be used for most text and to anchor the design. Large fields of very light brand tones in stone, mint, shell and cream bring subtlety and warmth without overwhelming the layout and provide contrast for legibility. In general, don’t use more than three brand colors together in one layout. Using tonal variations of one color can be a way to bring dimension to a layout without overwhelming the design.
• These supplemental colors provide additional values for specific applications where more color variation is needed. Some examples include charts and graphs, color accent on a complex layout or specific color requirement. They’re designed to harmonize with and extend the range of the core palette. They should be used only when necessary, leaving the core palette to lead the way visually. These light tones in particular are an important tool and crucial to the execution of a more human and approachable brand. These representative samples provide a starting point but don’t indicate the only tones that can be used. In general, it is recommended to use a very light tint along with one of the full saturation brand colors.
• Good typography organizes information so it can be quickly and easily taken in at a glance. The following are some general guidelines for using type. Headlines Gilroy Bold or Extra Bold, sentence case Subheads Gilroy Bold, Semibold or Regular, sentence case Type contrast Minimum of two weights difference between headline and body copy Body copy Gilroy Regular, Medium -Text should be left-aligned CTA Gilroy bold, sentence case -Text should be centered within a pill container Color It may be used where appropriate to call out important information. Generally, two colors per layout is ideal.
• The following are some specific guidelines for application of color on type. Not every layout is exactly the same but these guidelines apply to most instances. In general, midnight is our main text color for headlines and body copy. Vivid blue is the preferred choice for CTAs and call-outs. Any of the core palette colors may be used in 5-20% tints as background colors behind text in both Midnight and Vivid Blue. Of course, any of these selections will also work when reversed. Headlines: Midnight Body Text: Midnight CTAs and text call-outs: Vivid Blue Backgrounds: 5-20% tints of any core brand color
• For an accessibility and voice & tone purposes, to highlight our core messages and accents, leave clear space in the body copy. Overwhelming your reader will never support your goal, let the copy breathe to maximize its impact.
• Using circle or squircle masks give us consistency and playfulness keeping our modernity and a more mature approach. In some special instances, where headshots have to be created for a specific platform (ex: Hopin, used for virtual events) headshots can be displayed with the logo mark and additional design motifs for easy identification purposes. This is not allowed in any other instance.
• Avoid unnecessary empty spaces.
• Line spacing: 1.5 x the font size Paragraph spacing: 1.5 x the line spacing Optimal length: 80 characters per line DO NOT justify the text! (even in print documents!) DO NOT write sentences and titles in full capital letters Avoid underlining text as it will be mistaken for a link Ensure links (and buttons on web documents) can be identified as such and are distinguished from the rest of the text using both color and form (e.g. underlining)

Co Branding

• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X)
• The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands.
• • X is the height of the C
• • y is the height of the brandmark
• The cross is suppose to fit into an “x size” square.
• Horizontal lockups: The cross is placed between 2 “x size” squares.
• Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height.
• • This will work with logo with text & brand marks or elements bigger than the text
• Note: Center the partner logo if the text is not in the middle (ex : GoPro)
• • Or with ’text only’ logos but with long text
• If the logo is blocky (like Decathlon), align the top of the logo to the x grey square.
• If the logo is with a brand mark (like BNP), align the text to the x grey square
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference.
• For logos like this, use the Y height as reference to fit.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos.
• The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand.
• Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available.
• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts-a phone splash screen, for example.
• Prefer midnight version for light backgrounds and white version for dark backgrounds.

Accessibility Guidelines

• Accessibility Requirements • The contentsquare logo version should be chosen depending on the background colour by making sure that the contrast ratio between the colours of the logo and its background colour(s) is above 3:1. Note: use Colour Contrast Analyser or Pika to test the contrast ratio • Always apply a textual alternative (Alt text) to the Contentsquare logo image. (unless the adjacent text already mentions “Contentsquare.”)
• DO NOT use just any colour combination: ○ Our document templates will have predefined colours for texts and titles that are contrasted enough with their background. ○ If you wish to add another colour to your text, pick a colour within colour matrix (psw a11y2022) to ensure the contrast ratio meets at least: ■ the AA criteria for text below 24 px/18 pt ■ The AA criteria for titles above 24 px/18 pt ○ You can use this comprehensive Contentsquare Accessibility Style guide to check what colours of the palette are valid against specific backgrounds and have an idea of what it will look like.
• Google Slides: Use Poppins with font size: 11 as the smallest size for text block content When designing for the web: Use a minimum of 14px but always aim for 16px (see CS website) For print: Use a minimum of 14px / 10.5pt Primary Typeface: Poppins For regular text, use light (for short texts) and normal typeface (for several paragraphs) with font size: 11. DO NOT use fonts below light, as the lighter typefaces are too thin.
• Content formatting: give it space! ○ Line spacing: 1.5 x the font size ○ Paragraph spacing: 1.5 x the line spacing ○ Optimal length: 80 characters per line ○ DO NOT justify the text! (even in print documents!) ○ DO NOT write sentences and titles in full capital letters ○ Avoid underlining text as it will be mistaken for a link ○ Ensure links (and buttons on web documents) can be identified as such and are distinguished from the rest of the text using both color and form (e.g. underlining)
• Content writing: ○ Avoid jargon and abbreviations (unless you explain it) ○ Keep it simple and easy to read

Digital Guidelines

• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts—a phone splash screen, for example.
• These versions are available in various colorways. Specific use cases are shown on the following page.
• The vivid blue logo may be used in applications that require an added focus on the logo, such as a presentation title card. It should not be used against busy areas of photography or clashing colors.
• The midnight logo should be used most often against light colors and light, calm areas of photography, provided there is adequate contrast and legibility.
• Use the reversed version of the logo when working with darker backgrounds or colors that clash or do not provide enough contrast with the standard logo.
• To protect the clarity and visual integrity of the logo, always maintain a clear space around it.
• The cap-height of the wordmark functions as a guide to the minimum clear space allowed.
• The cap-height is equivalent to the height of the “C” in the wordmark.
• To maintain the integrity of the Contentsquare logo and promote brand consistency, it is important to use only the official logo files as described in these guidelines.
• Don’t use the old logo on any materials going forward.
• Don’t stretch or alter the logo’s proportions.
• Don’t use the logo in non-approved colors.
• Don’t outline the logo.
• Don’t use drop shadows, reflections or glow effects with the logo.
• Don’t recreate or alter the logo artwork in any way.
• When using the logo against photos and graphic backgrounds, care must be taken to give the logo proper space and focus.
• Light, uncluttered areas of photography provide contrast and legibility for the logo. The reversed logo may be used against simple, dark areas of photography.
• When using the logo in tandem with a pattern or busy graphic, be sure to create enough negative space to let the logo breathe. In most cases, using the logo over busy graphics is not recommended.
• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X)
• The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands.
• X is the height of the C
• y is the height of the brandmark
• The cross is suppose to fit into an “x size” square.
• Horizontal lockups: The cross is placed between 2 “x size” squares.
• Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height.
• This will work with logo with text & brand marks or elements bigger than the text
• Note: Center the partner logo if the text is not in the middle (ex : GoPro)
• Or with ’text only’ logos but with long text
• If the logo is blocky (like Decathlon), align the top of the logo to the x grey square.
• If the logo is with a brand mark (like BNP), align the text to the x grey square
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference.
• For logos like this, use the Y height as reference to fit.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos.
• The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand.
• Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available.
• Prefer midnight version for light backgrounds and white version for dark backgrounds.

Print Guidelines

• For print: Use a minimum of 14px / 10.5pt Primary Typeface: Poppins
• For regular text, use light (for short texts) and normal typeface (for several paragraphs) with font size: 11. DO NOT use fonts below light, as the lighter typefaces are too thin.
• DO NOT justify the text! (even in print documents!)

Brand Architecture

• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X)
• The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands.
• • X is the height of the C
• • y is the height of the brandmark
• The cross is suppose to fit into an “x size” square.
• Horizontal lockups: The cross is placed between 2 “x size” squares.
• Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height.
• • This will work with logo with text & brand marks or elements bigger than the text
• Note: Center the partner logo if the text is not in the middle (ex : GoPro)
• • Or with ’text only’ logos but with long text
• If the logo is blocky (like Decathlon), align the top of the logo to the x grey square.
• If the logo is with a brand mark (like BNP), align the text to the x grey square
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference.
• For logos like this, use the Y height as reference to fit.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos.
• The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand.
• Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available.
• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts-a phone splash screen, for example.
• Prefer midnight version for light backgrounds and white version for dark backgrounds.

Brand Partnerships

• When pairing the Contentsquare logo with a brand partner logo, use a cross to connect the two (not the letter X)
• The cross echoes the shape of the Contentsquare brandmark and suggests a combining of the two partner brands.
• X is the height of the C
• y is the height of the brandmark
• The cross is suppose to fit into an “x size” square.
• Horizontal lockups: The cross is placed between 2 “x size” squares.
• Vertical lockups: The cross is placed between 1 “x size” square above and 2 “x size” squares below
• For reference, cross stroke weight is 2pt when CS logo is 260px long.
• Align text of the partner logo with the cross height.
• This will work with logo with text & brand marks or elements bigger than the text
• Note: Center the partner logo if the text is not in the middle (ex : GoPro)
• Or with ’text only’ logos but with long text
• If the logo is blocky (like Decathlon), align the top of the logo to the x grey square.
• If the logo is with a brand mark (like BNP), align the text to the x grey square
• When the partners logos are ’text only’, they may look too small next to ours if we use the cross size as reference.
• For logos like this, use the Y height as reference to fit.
• Align text of the partner logo with the Y height.
• When the partners logos are square/circle/blocky use the Y height as reference to fit.
• Align logo of the partner with the Y height.
• When pairing the Contentsquare logo with an event partner, use a rule to connect the two or three logos.
• The rules are the same as explained previously, depending on the logo height and width.
• For reference, rule stroke weight is 2pt when cs logo is 260px long.
• When displaying partners, clients logos on a same deliverable, prefer using full black/white version to keep the emphasis on our own brand.
• Some partner brands may have specific guidelines in their contract; this rule can be updated depending of these brands’ requirements.
• Please use the lockup the more appropriate for your need: horizontal and vertical ones are available.
• The horizontal lockup is the preferred version. The vertical lockup is to be used in predominantly vertical oriented layouts-a phone splash screen, for example.
• Prefer midnight version for light backgrounds and white version for dark backgrounds.

Photography Style

• Contentsquare brand photography features portraits of diverse subjects that help keep the focus on the human experience. Close crops emphasize nuances of expression within the portraits and colorful backgrounds help unify the look and feel.
• To keep the approachable DNA of our brand, we are using more and more employees, partners, clients headshots we are shooting in our studios in Paris, London and NYC.
• We kept a focus on diversity, as this is key promoting good digital human experience.
• We use close crops to emphasize nuances of expression within the portraits and colorful backgrounds.
• The same style applies to brand portraits of people interacting with devices, illustrating the customer experience.
• When selecting stock photography, look for imagery that reflects the existing brand photography in style and subject.
• Prefer a picture with a solid color background. Keep it simple: one subject and one background color with one human part.
• If using a background for very special occasion (ex: with scenery), do not use images with any sort of filter or applied effect (blur, glow/sunburst, lens flare etc)
• Prefer a “packshot style” picture with a solid color background. Keep it simple: one subject and one background color with a front or sky view.
• Using lighter tints of the brand colors as borders around photography can create contrast and bring more color to a composition. These examples illustrate a few of the ways the photography can be paired with brand colors.
• Use the Contentsquare brand mark or logo pattern as a subtle watermark behind photography.
• Use an over-sized crop of the Contentsquare brandmark to create dynamic compositions with portrait photography.
• These examples illustrate a few of the ways the photography can be paired with brand patterns.
• Our brand is human-first, so portraits are key pillars of our identity.
• Using circle or squircle masks give us consistency and playfulness keeping our modernity and a more mature approach.
• In some special instances, where headshots have to be created for a specific platform (ex: Hopin, used for virtual events) headshots can be displayed with the logo mark and additional design motifs for easy identification purposes. This is not allowed in any other instance.

Illustration Style

• Core shapes are integrated as line art elements inside the illustration for supportive elements thats recalls our branding, or as linear elements (vs color filled ones) of the illustration.
• Colorful minimalism: not too many details are needed to understand the vibe!
• Illustrations made out of organic & geometric shapes > our core shapes
• Thin line art that recall our shapes and that link to icons and pies.
• Thick line art that recalls our logo (weight and color)
• Illustrations can also be adapted for dark backgrounds, just keep contrast in mind and adapt colors if needed (especially skin colors).
• Stroke color should remain Midnight expect for elements that are on the background.
• Stroke color that matches the logo should be white.
• Unrealistic proportions: big hands, big arms, quite small heads, gender fluid aspect. Don’t forget the triangle shadow below their chin.
• Adapt existing ones: with minor tweaks you can create a different view.
• Reuse elements: Mix and match elements. Try playing lego with heads, legs, arms etc to make a totally different person or scene.
• Play with details: adding or deleting anchor points can also help (ex: pants can become a skirt, a shirt can become a tshirt, a boy can become a girl, make people less or more tall, etc).

Additional Properties