Form Assembly

📋 1 Guidelines

🔗 Connections

Sector

Software

Region

Usa

Guideline Year

2018

Language

English

Tags

Internet Software

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To provide clear guidelines for the use of FormAssembly branding in promotional items and partner materials, ensuring all content is on-brand for marketing, events, and other purposes [^1].
Core Values
  • simplicity
  • cleanliness
  • effectiveness
  • strength
  • durability
  • professionalism
  • diversity
  • productivity
  • compliance
  • corporate responsibility
Target Audience
  • Partners, designers, marketers, and international customers seeking to create content for marketing, events, promotional materials, and referencing purposes [^2].
Personality Traits
  • clean
  • happy
  • productive
  • professional
  • minimalistic
  • simple
  • effective
Visual Identity Overview
  • The visual identity is centered on a simple, clean logo with slab serifs, a palette of blues and grays, minimalistic icons, professional photography, and clear, organized layouts. The brand emphasizes light, clean aesthetics, balanced color schemes, and legible typography [^3].

Categories

Brand Voice
  • Our name is FormAssembly— one word. ✔ FormAssembly ✖ Form Assembly ✖ Formassembly ✖ formassembly
  • When referencing FormAssembly, make sure that the correct tense is being used.
  • Articulation | Context | Example FormAssembly | When referencing the product. | We love using FormAssembly forms. FormAssembly’s | When referencing a tool that FormAssembly provides. | We love using FormAssembly’s custom form builder. FormAssembly.com | When referencing the website | Go to FormAssembly.com for a free trial!
Brand Imagery
  • Photography is perhaps one of the most important visual elements.
  • Images should depict an atmosphere of productivity and stress-free work (unless the content indicates otherwise). Clean, happy, and productive are examples of keywords that should describe the image.
  • Use images that have colors in them that compliment the brand colors.
  • When taking or choosing photos for a publication, try to be aware of social issues such as racial and gender diversity. We have international customers and want to cater towards our broad audience.
  • Black and white photos should be crisp with tasteful contrast. Use when the colored image is too busy, contains the wrong colors scheme, or you need a neutral colored image.
  • Make sure that whenever you are cropping an image that it still makes sense when viewed. Don’t crop out something important.
  • Overlays should be used when the color of an image needs to be neutralized but black and white doesn’t work. Overlay effects should only be applied to black and white images. Overlay may also use gradient mentioned in the color section.
  • See here examples of what kind of overlays to work for logos and text.
  • Note: A Photoshop action of these effects have been made as a preset and is available upon request.
  • Blue overlays should be used when surrounded by white or when white text or logos are used on top of the image. Choosing which blue generally depends on the tonal value of the image. The aim is to keep a neutral value.
  • Use the Deep Blue, Ocean Blue or the Blue Gradient overlay.
  • Use the white overlay when the full color logo needs to be used or other colored elements are overlapping the image.
  • Use the gray tint when color photo is needed and text or logo needs to go on top.
  • In the occasion that no overlay is used there must be a space available in the image itself to provide writing space.
  • If no space is available, use a shape to allow the text to sit on.
  • Uses available white space to space logo and text.
  • No white space available. Uses shape to create available space.
  • This doesn’t work because there is no adequate space to place text or logo legibility.
  • Do not place text over busy areas in an image or in location with little contrast between the image and text.
  • Avoid covering up awkward parts of a photo, such as randomly covering a face with no reason.
Color Palette
  • Color affects the visual weight and attitude of a document and is a simple element that identifies our brand.
  • We like our aesthetic to have a light, clean look, so white space is a good thing. Be sure that when using a darker color scheme you use plenty of light colors to balance out the design.
  • Deep Blue #0F3751 RGB: 15, 55, 81
  • Voyage Blue #2193C2 RGB: 33, 147, 194
  • Ocean Blue #1F5577 RGB: 31, 85,119
  • Sky Blue #4CABE0 RGB: 76, 171, 224
  • Slate Blue #5D99B9 RGB: 93, 153, 185
  • Form Blue #77C7E9 RGB: 119, 199, 233
  • Primary Uses — Backgrounds, Text — Backgrounds, Text — Backgrounds, Text — Icons, Text — Icons — Service Icon
  • Midnight Gray #343b3e RGB: 52, 59, 62
  • Cloud White #F2F2F2 RGB: 242, 242, 242
  • Steel Gray #A7A9AC RGB: 167, 169, 172
  • Titanium White #FFFFFF RGB: 255, 255, 255
  • 50% Gray #DCDDDE RGB: 220, 221, 222
  • Primary Uses — Text — Background, Text — Background, Text — Caption — Caption, Background
  • Orange #faa822 RGB: 250, 168, 34
  • Green #8cce79 RGB 140, 206, 121
  • Red #ee6b65 RGB 238, 107, 101
  • Gold #fec20f RGB 254, 194, 15
  • Primary Uses — Buttons — Status indicator, Service icon — Status indicator — Status indicator, accents
  • Gradients are used when transferring from one color to another. Can be used as an overlay or as a background color.
  • Use good judgment when using our colors. Just because it is a brand color, it does not mean that the aesthetic will be on brand.
  • Here are some recommended color combinations.
Typography
  • We have two fonts that are used for headers, subheaders, body, and quotes. Anything that is typed out as content uses these fonts. Expectations would be if the text is an artwork element. However, in this case, the style must still work with these fonts.
  • Roboto Slab is a headline font. Used mostly for titles, headers, and subheaders. This font almost always will be the first one you see in a document.
  • Open Sans is used for subheaders, captions, and body text. Weights include Extrabold, Bold, Semibold, Regular, and Light as well as the italic versions for each.
  • No first line indent
  • Use space after paragraph for body text.
  • Little to no space after paragraph for headers and subheaders.
  • Hyperlinks are indicated by a brand color and an underline. Use a color that is easily legible.
  • You can also use a dynamic layout for the type. This layout follows allow the inline format rules but is more playful with headers and the use of columns.
Logo Usage
  • Our branding aesthetic is centered on and is influenced by the character of our logo. The FormAssembly logo is simple, clean, and effective.
  • Sky and voyage blue are inspired by the technical and functional capabilities of the FormAssembly App.
  • Deep and sea blue hint at the ownership of FormAssembly under VeerWest, which carries a nautical theme.
  • Slab serifs demonstrate our strength and durability
  • Different versions of the FormAssembly logo have been created to suit any situation.
  • The full color variations are to be used on light colored backgrounds and are the preferred logo variation to use whenever possible.
  • Primary Uses: • Opening or closing a document • For light backgrounds
  • Secondary Uses: • Favicon • Apparel and accessories • Icon/thumbnail • For light backgrounds
  • The white variations are to be used on dark colored backgrounds.
  • White Primary Uses: • Opening or closing a document • For dark backgrounds
  • White Secondary Uses: • Favicon • Apparel and accessories • Icon/thumbnail • For dark backgrounds
  • Grayscale logo variations have very rare uses. When used, they are primarily by external users when needing a grayscale solution.
  • Black Uses: • Only used for B&W only prints
  • Gray Uses: • When in a collection of other logos. • This is primarily for external logo users that need a neutral logo version
  • A Flowline is a line of text that is not part of the logo but goes with the logo. This is typically used for campaigns purposes as the flowline is often a company slogan/ message. Appears after or below the logo.
  • Byline: Like the Flowline, the Byline is some text that accompanies the logo. A Byline comes before or above the logo. The text will read something like “_____ by” such as “powered by” or “brought to you by”.
  • The “Powered By” logo variation can be used in a number of cases. However, we specifically recommend this logo be used at the bottom of partner or sponsored forms. If you are unsure as to whether the “Powered By” logo is necessary in your specific case, please email us at marketing@ formassembly.com.
  • Note: When used on a FormAssembly form, place in the footer at a size between 100px and 200px wide.
  • To keep legibility for our logo, please use these guidelines to prevent printing or displaying the logo. As a general rule, the counter in the “A” (white space inside the letter) should be clearly seen when viewed at 100%. Do not oversize the logo.
  • Print Minimum width FORM ASSEMBLY 1.5in Minimum width FA .3in
  • Web Minimum width FORM ASSEMBLY 100px Minimum width FA 22px
  • We want to make sure we uphold the integrity of our logo. Keeping proper spacing between our logo and other content is one way to do this. Surrounding content must be at least the width/ height of the “A’s” cross bar in FormAssembly away.
  • There are exceptions, however. If there is an element that interacts with the logo, as long as the logo is still understood, it is acceptable.
  • We like our logo the way it is. Don’t mess it up.
  • Do not compromise the integrity of the FormAssembly logo with any added effect or modification.
    1. Special effects 2. Stretching or Skewing 3. Recoloring 4. Rearranging the logo 5. Rotation
    1. Wrong colored background 7. Old logo 8. Awkward Overlap 9. Proximity 10. In sentence 11. Size
Tone And Messaging
  • Our name is FormAssembly— one word. ✔ FormAssembly ✖ Form Assembly ✖ Formassembly ✖ formassembly
  • When referencing FormAssembly, make sure that the correct tense is being used. Articulation | Context | Example FormAssembly | When referencing the product. | We love using FormAssembly forms. FormAssembly’s | When referencing a tool that FormAssembly provides. | We love using FormAssembly’s custom form builder. FormAssembly.com | When referencing the website | Go to FormAssembly.com for a free trial!
Visual Style
  • Our branding aesthetic is centered on and is influenced by the character of our logo. The FormAssembly logo is simple, clean, and effective.
  • Sky and voyage blue are inspired by the technical and functional capabilities of the FormAssembly App.
  • Deep and sea blue hint at the ownership of FormAssembly under VeerWest, which carries a nautical theme.
  • Slab serifs demonstrate our strength and durability
  • To keep legibility for our logo, please use these guidelines to prevent printing or displaying the logo. As a general rule, the counter in the “A” (white space inside the letter) should be clearly seen when viewed at 100% Do not oversize the logo.
  • Print Minimum width FORM ASSEMBLY 1.5in Minimum width FA .3in
  • Web Minimum width FORM ASSEMBLY 100px Minimum width FA 22px
Iconography
  • Our custom designed icons reflect the character of our company: simple and effective. Icons keep to a minimalistic style.
  • Sercives icons are icons that cannot be changed or modified without marketing approval. These represent the main services that we provide
  • Element icons are used for smaller visual graphic pieces where the imagery changes frequently. Contact the marketing design team for element icons.
Layout And Composition
  • To keep legibility for our logo, please use these guidelines to prevent printing or displaying the logo. As a general rule, the counter in the “A” (white space inside the letter) should be clearly seen when viewed at 100% Do not oversize the logo.
  • Print Minimum width FORM ASSEMBLY 1.5in Minimum width FA .3in
  • Web Minimum width FORM ASSEMBLY 100px Minimum width FA 22px
  • We want to make sure we uphold the integrity of our logo. Keeping proper spacing between our logo and other content is one way to do this. Surrounding content must be at least the width/ height of the “A’s” cross bar in FormAssembly away.
  • There are exceptions, however. If there is an element that interacts with the logo, as long as the logo is still understood, it is acceptable.
  • Do not compromise the integrity of the FormAssembly logo with any added effect or modification. 1. Special effects 2. Stretching or Skewing 3. Recoloring 4. Rearranging the logo 5. Rotation
    1. Wrong colored background 7. Old logo 8. Awkward Overlap 9. Proximity 10. In sentence 11. Size
Photography Style
  • Photography is perhaps one of the most important visual elements.
  • Images should depict an atmosphere of productivity and stress-free work (unless the content indicates otherwise). Clean, happy, and productive are examples of keywords that should describe the image.
  • Use images that have colors in them that compliment the brand colors.
  • When taking or choosing photos for a publication, try to be aware of social issues such as racial and gender diversity. We have international customers and want to cater towards our broad audience.
  • Black and white photos should be crisp with tasteful contrast. Use when the colored image is too busy, contains the wrong colors scheme, or you need a neutral colored image.
  • Make sure that whenever you are cropping an image that it still makes sense when viewed. Don’t crop out something important.
  • Overlays should be used when the color of an image needs to be neutralized but black and white doesn’t work. Overlay effects should only be applied to black and white images. Overlay may also use gradient mentioned in the color section.
  • Blue overlays should be used when surrounded by white or when white text or logos are used on top of the image. Choosing which blue generally depends on the tonal value of the image. The aim is to keep a neutral value.
  • Use the Deep Blue, Ocean Blue or the Blue Gradient overlay.
  • Use the white overlay when the full color logo needs to be used or other colored elements are overlapping the image.
  • Use the gray tint when color photo is needed and text or logo needs to go on top.
  • In the occasion that no overlay is used there must be a space available in the image itself to provide writing space.
  • If no space is available, use a shape to allow the text to sit on.
  • Uses available white space to space logo and text.
  • No white space available. Uses shape to create available space.
  • This doesn’t work because there is no adequate space to place text or logo legibility.
  • Avoid covering up awkward parts of a photo, such as randomly covering a face with no reason.
  • Do not place text over busy areas in an image or in location with little contrast between the image and text.
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