Deft Visuals

Brand Guidelines

2022

Brand Summary

Mission

• Deft Visuals is a bespoke advertising agency established to help businesses reach their potential clients through creative work, aiming to make an impact through fine design and neat creative work in a world driven by visual communication [^1].

Core Values

• Forthright
• Efficient
• Knowledgeable
• Aware
• Meticulous
• Visionary
• Trust
• Confidence
• Poise
• Integrity
• Rational Creativity
• Practical Help
• Polished Work
• Trustworthy Vision

Target Audience

• Businesses who are aware of their identity’s impact on their success and value their products and services, seeking efficient solutions for visual communication and ad creation [^2].

Personality Traits

• Confident
• Conversational
• Friendly
• Concise
• Clear
• Astute
• Intelligent
• Professional
• Mature
• Knowledgeable
• Refined
• Guiding
• Practical
• Custom made
• Up-to-date

Visual Identity Overview

• The brand visual identity is sleek, minimalist, and professional, featuring a purple and violet gradient background, modern sans-serif typography, and a stylized logo with geometric and angular elements. The design emphasizes clarity, modernity, and a strong visual presence, supported by a defined color palette and consistent logo usage guidelines [^3].

Categories

Brand Voice

• Voice and Tone We are Humans conversing with other humans. The way we leverage design and language to make communication feel simpler and more pleasant sets us apart from other business communication products. We urge customers to develop a greater connection with Deft’s team by being intentional and mindful with how we use language.
• While we aim for a more conversational, human tone in general, this does not imply that we are unduly casual.
• Depending on the audience, the environment, and the information we need to convey, our tone will change. Here’s what we are (and aren’t): • Confident • Conversational (but always appropriate and respectful) • Friendly (but not ingratiating) • Concise • Clear • Astute and Intelligent

Brand Imagery

• The image should feature a purple and violet gradient background with subtle diagonal lines creating a dynamic texture. At the top left, there should be a white logo consisting of a stylized, angular D and D, overlapping or adjacent, followed by the words ‘deft visuals’ in lowercase, modern sans-serif font. Below the logo, centered, is the phrase ‘BRAND GUIDELINES’ in uppercase, smaller size, and in a clean font style. A thin white horizontal line separates the logo area from the guidance text. The overall design is sleek, minimalist, and professional, emphasizing clarity and modernity, suitable for corporate branding purposes.
• The picture should feature a dark-toned or dimly lit background, with a person, possibly a worker or craftsman, leaning forward and engaged in an activity involving tools or materials on a surface. The person should have short, possibly gray or light-colored hair, and be wearing attire suitable for manual work, such as a jacket or apron. Prominently, the image must display the words ‘Brand Essence.’ in bold, white font positioned to the left or center-left of the image, ensuring the text is clear and contrasted against the darker background. The setting could suggest an industrial or workshop environment, with subtle hints of tools, materials, or workspace items visible but not overly detailed, emphasizing the activity and text as the main elements.
• The picture is a diagram consisting of five overlapping circles, each labeled, and a central bubble connecting all. The central circle is titled ‘Bespoke, confidence establishing Visual Work’ and is the focal point. Surrounding it are four larger circles with labels: ‘Service Profile’ in the top-left, ‘Client Profile’ in the top-right, ‘Client Benefit’ in the bottom-left, and ‘Service Benefit’ in the bottom-right. Each of these four outer circles contains bullet points with characteristics: ‘Service Profile’ lists ‘Guiding, Practical, Custom made, Up-to-date’, ‘Client Profile’ lists ‘Professional, Mature, Knowledgeable, Refined’, ‘Client Benefit’ lists ‘Identity, Reach, Defined Guidelines’, and ‘Service Benefit’ lists ‘Trust, Confidence, Poise, Integrity’. All five circles overlap in such a way that they intersect with each other, emphasizing interconnectedness. The overall diagram uses simple black outlines on a light background with text in black and blue, visually organized to show relationships among the concepts.
• The image should feature a dark, possibly black or deep purple background illuminated by purple and violet lighting effects, creating a moody and focused atmosphere. In the foreground, there should be a silhouette of a person, kneeling or crouching, which appears to be a photographer or videographer, holding a camera or equipment close to their face, suggesting they are taking a photo or recording. The lighting should cast a soft glow around the silhouette, emphasizing its shape but leaving details obscured. On the left side of the image, large white text should read ‘Messaging Pillars.’ in a modern, sans-serif font, spanning multiple lines. The overall composition should have a sense of depth with the silhouette positioned slightly to the right, allowing the text to stand out prominently against the dark background, and the lighting should create a mysterious or professional atmosphere.

Color Palette

• DO NOT CHANGE THE LOGO’S COLORS
• DO NOT TAMPER COLORS’ CONTRAST
• DO NOT ADD GRADIENT EFFECT
• Palette:

  PANTONE’ 276 C		PANTONE’ 7456 C
  PANTONE’ 267 C	PANTONE’ 647 C	PANTONE* 652 C
  PANTONE’ 272 C	PANTONE’ 7455 C	PANTONE’ 656 C

• Primary: #221d35 R: 34 G:29 B: 53 #5f249f R: 95 G:36 B: 159 #ddeSed R: 221 G: 229: B 237
• Secondary: #606eb2 #7d9cc0 #dBd7df R: 96 G: 110 B: 178 R: 125 G: R: 216 G: 215 B: 223
• Deft Visuals Black: Pantone Black 6 #101820

Typography

• Font Family: Satoshi
• The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog

Logo Usage

• Whenever the Deft Visuals logo is used, an exclusion zone must be applied. This is an area of clear space surrounding the logo that should be kept free of all elements, including, but not limited to, type, other logos, typographic furniture (such as rules and arrows) and symbols.
• For ease and ftexibility, the exclusion zone is calculated as a fraction of the logo. It is the measurement ‘x divided by three’ (or ‘one third x’), where ‘x’ is the height of the whole logo
• The logo’s maximum size isn’t specified. It can be as big as you want it to be, but keeping an eye on design and composition is always a good idea.
• Any logo, however, will become illegible at smaller sizes, especially in situations where space is restricted. As a result, a minimum display size is required. It’s important to remember that a minimal size is exactly that. It is not a size that should be used on a regular basis, but rather as a last resort. It is the smallest size that the logo should ever be reproduced at.
• It is acknowledged that the varied nature of communication materials will necessitate some logo flexibility. This document defines what is allowed while maintaining the brand’s identity.
• Some uses, however, are not permitted.
• DO NOT CHANGE THE LOGO’S COLORS
• DO NOT TAMPER COLORS’ CONTRAST
• DO NOT DISTORT THE LOGO
• DO NOT ROTATE THE LOGO
• DO NOT ADD GRADIENT EFFECT
• DO NOT ADD DROP SHADOW

Tone And Messaging

• Please use “Deft” as an adjective followed by a description of our services. “Deft” should not be used as a noun, verb, plural or possessive.
• Voice and Tone We are Humans conversing with other humans. The way we leverage design and language to make communication feel simpler and more pleasant sets us apart from other business communication products. We urge customers to develop a greater connection with Deft’s team by being intentional and mindful with how we use language.
• While we aim for a more conversational, human tone in general, this does not imply that we are unduly casual.
• Depending on the audience, the environment, and the information we need to convey, our tone will change. Here’s what we are (and aren’t): • Confident • Conversational (but always appropriate and respectful) • Friendly (but not ingratiating) • Concise • Clear • Astute and Intelligent

Brand Values

• Brand Essence.
• Bespoke, confidence establishing Visual Work
• Service Profile: Guiding, Practical, Custom made, Up-to-date
• Client Profile: Professional, Mature, Knowledgeable, Refined
• Client Benefit: Identity, Reach, Defined Guidelines
• Service Benefit: Trust, Confidence, Poise, Integrity

Visual Style

• The image should feature a purple and violet gradient background with subtle diagonal lines creating a dynamic texture. At the top left, there should be a white logo consisting of a stylized, angular D and D, overlapping or adjacent, followed by the words ‘deft visuals’ in lowercase, modern sans-serif font. Below the logo, centered, is the phrase ‘BRAND GUIDELINES’ in uppercase, smaller size, and in a clean font style. A thin white horizontal line separates the logo area from the guidance text. The overall design is sleek, minimalist, and professional, emphasizing clarity and modernity, suitable for corporate branding purposes.
• Whenever the Deft Visuals logo is used, an exclusion zone must be applied. This is an area of clear space surrounding the logo that should be kept free of all elements, including, but not limited to, type, other logos, typographic furniture (such as rules and arrows) and symbols.
• For ease and ftexibility, the exclusion zone is calculated as a fraction of the logo. It is the measurement ‘x divided by three’ (or ‘one third x’), where ‘x’ is the height of the whole logo
• The logo’s maximum size isn’t specified. It can be as big as you want it to be, but keeping an eye on design and composition is always a good idea.
• Any logo, however, will become illegible at smaller sizes, especially in situations where space is restricted. As a result, a minimum display size is required. It’s important to remember that a minimal size is exactly that. It is not a size that should be used on a regular basis, but rather as a last resort. It is the smallest size that the logo should ever be reproduced at.
• Some uses, however, are not permitted.
• DO NOT CHANGE THE LOGO’S COLORS
• DO NOT DISTORT THE LOGO
• DO NOT ADD GRADIENT EFFECT
• DO NOT TAMPER COLORS’ CONTRAST
• DO NOT ROTATE THE LOGO
• DO NOT ADD GRADIENT SHADOW
• DO NOT ADD DROP SHADOW
• Palette: PANTONE’ 276 C, PANTONE’ 7456 C, PANTONE’ 267 C, PANTONE’ 647 C, PANTONE* 652 C, PANTONE’ 272 C, PANTONE’ 7455 C, PANTONE’ 656 C
• Primary: #221d35, R: 34 G:29 B: 53; #5f249f, R: 95 G:36 B: 159; #ddeSed, R: 221 G: 229: B 237
• Secondary: #606eb2, R: 96 G: 110 B: 178; #7d9cc0, R: 125 G: 156 B: 192; #d8d7df, R: 216 G: 215 B: 223
• Deft Visuals Black: Pantone Black 6 #101820
• Font Family: Satoshi

Layout And Composition

• Whenever the Deft Visuals logo is used, an exclusion zone must be applied. This is an area of clear space surrounding the logo that should be kept free of all elements, including, but not limited to, type, other logos, typographic furniture (such as rules and arrows) and symbols.
• For ease and ftexibility, the exclusion zone is calculated as a fraction of the logo. It is the measurement ‘x divided by three’ (or ‘one third x’), where ‘x’ is the height of the whole logo
• The logo’s maximum size isn’t specified. It can be as big as you want it to be, but keeping an eye on design and composition is always a good idea.
• Any logo, however, will become illegible at smaller sizes, especially in situations where space is restricted. As a result, a minimum display size is required. It’s important to remember that a minimal size is exactly that. It is not a size that should be used on a regular basis, but rather as a last resort. It is the smallest size that the logo should ever be reproduced at.

Brand Essence

• Brand Essence.
• Bespoke, confidence establishing Visual Work
• Service Profile: Guiding, Practical, Custom made, Up-to-date
• Client Profile: Professional, Mature, Knowledgeable, Refined
• Client Benefit: Identity, Reach, Defined Guidelines
• Service Benefit: Trust, Confidence, Poise, Integrity

Brand Architecture

• Branded House : [Figure description: Deft Company Hierarchy Chart - The image features a light blue background with a central diagram illustrating a hierarchy or organizational chart. At the top is the logo of ‘deft visuals,’ which consists of a stylized, geometric design resembling a play button or arrow, followed by the text ‘deft visuals’ in lowercase, dark gray font. Extending downward from this logo are three lines branching out horizontally, each connecting to a separate element. The left branch connects to the word ‘deft branding’ written in lowercase purple text, with the same stylized logo preceding it. The right branch connects to ‘deft production’ in lowercase blue text, also accompanied by the logo. The lines and texts are clean, simple, and evenly spaced, creating a clear hierarchical structure that emphasizes the company’s three main segments: visuals, branding, and production.]