Joi Scientific

📋 1 Guidelines

🔗 Connections

Sector

Renewable energy Hardware

Region

Usa

Guideline Year

2017

Language

English

Tags

Engineering Science

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To expedite the world’s transition to clean and affordable hydrogen energy, available to all, by developing safe, affordable, and sustainable solutions for clean energy and water that address pressing global challenges through disruptive technologies and broad partnerships.
Core Values
  • Inventive
  • Purposeful
  • Trustworthy
  • Optimistic
  • Energetic
Target Audience
  • Industry partners, government organizations, customers, and communities globally, with a special focus on both developed and developing economies seeking clean, affordable energy and water solutions.
Personality Traits
  • Socially responsible
  • Innovative
  • Simple
  • Friendly
  • Unique
Visual Identity Overview
  • The visual identity centers on a modern, scientific, and approachable look, featuring a bold logo with rounded lowercase letters, a color palette inspired by hydrogen’s emission spectrum (blues, black, grey, white), Gotham Rounded typography, impactful photography with clean and energetic imagery, and a consistent use of circular and molecular motifs to convey innovation, humanity, and balance.

Categories

Brand Voice
  • Our Brand Personality We are game-changers inspired by a passion for solving the world’s most pressing challenges to bring about a sustainable planet for everyone. Our identity is a reflection of ourselves and uniquely mirrors our corporate culture. The Joi Scientific brand stands for: • Social responsibility. As a company that holds promise for a better future, Joi Scientific is a positive force for good, not just for our shareholders, partners and customers, but for the planet. We are a positive, compassionate and socially responsible company whose ‘One-for-One’ pledge ensures greatest social impact for the world’s most vulnerable communities. • Innovation. We are a truth-seeking, innovative and intelligent company that uses world-class science and an entrepreneurial spirit to solve the planet’s most pressing problems. • Simplicity. We’re confident, authentic and trustworthy. We stand for a set of simple values and earn respect by understating our claims and over-delivering on our promises. • Friendly. We plan to satisfy humanity’s basic needs for clean energy and water-without compromise-and do it with warmth, empathy and honesty. We actively engage with our customers and partners, and we’re completely focused on meeting their needs. Our brand identity system is reflective of our engaging approach. • Unique. We offer disruptive, high­value solutions. This uniqueness should be reflective in everything wedo.
Brand Imagery
  • Joi Scientific uses imagery to humanize the nature of the problem we solve and the solutions we provide.
  • Photography plays a central role in our overall brand identity. We use impactful images that reflect the natural world we are working to protect and the people we are empowering on a global basis.
  • Black, white and blue are core colors within our brand image; and our photography will incorporate these hues.
  • The images we use should contain clean, fresh and r dynamic movement (energy) to / r□ L 7Vu communicate our story.
  • Bubbles in water represent another key element to our visual identity.
Color Palette
  • Color is a key element of our visual identity. We’ve chosen to use the natural, observed colors of hydrogen as our core corporate colors.
  • These chosen colors are what you see when you observe hydrogen’s emission spectrum through a prism.
  • Black, grey and white serve as accent colors to support and enhance our primary color palette.
  • Well-balanced black or white space, combined with the spectra palette will produce dynamic and powerful brand visuals.
  • Core colors Pantone 419 CMYK: 86/70/69/95 RGB: 33/35/34 HTML: 212322 Pantone 1788 CMYK: 0/88/82/0 RGB: 238/39/55 HTML: EE2737 Pantone 311 CMYK: 68/0/13/0 RGB: 5/195/222 HTML: 05C3DE Pantone 2727 CMYK: 70/47/0/0 RGB: 48/127/226 HTML: 307FE2
  • Accent palette Cool Gray 11 HTML: 53565A Pantone 423 CMYK: 22/14/18/43 RGB: 137/141/141 HTML: 898D8D Pantone 2728 CMYK: 90/68/0/0 RGB: 0/71/187 HTML: 0047BB
Typography
  • The text of our corporate logo is set in a unique Bespoke typeface, which conveys the singular breakthrough that we have made. The Bespoke typeface should never be used, except in this logo incarnation.
  • The Gotham Rounded typeface, used in a variety of specified weights should be used on all Joi Scientific visual communications. The Gotham typeface conveys simplicity and freshness.
  • Gotham Rounded weights AaBbCc
  • Gotham Rounded Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
Logo Usage
  • Our logo is our most important brand element. It’s our corporate brand name and the primary focus of our marketing and communications materials. With few exceptions, everything we do from a communications standpoint should carry the Joi Scientific logo.
  • The Joi Scientific logo combines an ambigram icon with a typographical element. The Joi ambigram can be read from multiple points of view.
  • In the early days, we expect these two elements to be present together at all times. As our company develops, it is foreseeable that the ambigram may be used separately in certain branding situations (similar to the Nike swoosh symbol).
  • Together, the Joi Scientific logo and tagline form our corporate signature. They are key elements of our marketing and communication materials, and their correct use is important to our success. We have a guidelines document that sets out the rules of usage in more detail.
  • The text of our corporate logo is set in a unique Bespoke typeface, which conveys the singular breakthrough that we have made. The Bespoke typeface should never be used, except in this logo incarnation.
Tone And Messaging
  • Joi Scientific™ is a science-based organization motivated by a passion for solving the world’s most pressing challenges in order to create a better future for a sustainable planet and every person on it.
  • We share a vision that is empowering and inclusive, and believe that our safe, affordable and sustainable solutions for clean energy and water can make a positive difference to people’s lives everywhere.
  • We call it Hydrogen 2.0™.
  • Our job is to make Hydrogen 2.0 broadly available to industry and people everywhere, so they can use it to fuel growth and innovation in a sustainable and economical way.
  • Together, we are building something of significance that is positive and life affirming.
  • This book is your introduction to our company and our brand positioning. In it, you’ll find an overview of who Joi Scientific is, what we do, what we believe in, and where we’re going. You’ll discover how we plan to achieve our goals, and how you can help.
  • You’ll also find a practical guide to our corporate identity and messaging, which will help you to position Joi Scientific to our partners, customers and our community at large.
  • Our Name The Meaning of Joi As we progress from the laboratory to full-scale commercialization, we have adopted the Joi Scientific brand to position the company as a great 21st Century sustainable organization.
  • Joi is the actualization of our brand promise to deliver clean, abundant and affordable hydrogen energy to everyone, everywhere. It defines the emotional connection we have with our customers, partners and community in actualizing a ’no-compromise’ clean energy future.
  • Why did we name our company Joi Scientific? At its very essence, our name evokes an emotional connection to a future where clean energy and water are abundant for people everywhere; this is our brand promise.
  • Our vision provides a long-term view of the future whereby we have achieved our goals and fulfilled our purpose. It serves as a compass in guiding the company’s actions and reminds us of our place in the world.
  • Our brand promise reflects the very essence of our brand. It is based on the emotional connection consumers have with our products once they realize there is a practical way to produce clean energy (and water) for future generations without harming the planet.
  • Our company mission sets forth our enduring purpose as a company and expresses our reason for being. It is what we execute against every day.
  • We seek to create a profitable and sustainable company that does good, even as we do well by: • Embracing a corporate culture that balances growth with giving; • Restoring and protecting our natural environment; and • Providing access to affordable, clean energy for developing economies.
  • Our business model is fundamentally based around the licensing of our proprietary Hydrogen 2.0 technology through a global partner network.
  • We conduct all business, both external and internal, in a professional, ethical and transparent manner.
  • Our daily actions are focused on promoting and developing a sustainable global environment. We strive to be exemplary in our use of sustatinable technologies and environmental conservation.
  • We focus on bringing additional sustainable technologies, products and projects to our partner ecosystem and to society.
  • Five core values inspire our path to realizing our goals. They define us and embody our golden rules of engagement. These values reflect everything we do: they drive our decision-making and guide our interactions with each other and with our business partners, customers, suppliers, our community, and our planet.
  • We are Inventive. We Make a Positive Difference Through Science.
  • We are Purposeful. We are Responsible Citizens that Create Meaningful Social Impact.
  • We are Trustworthy. We Collaborate to Make a Difference.
  • We are Optimists. We are Positive Thinkers Focused on Results.
  • We are Energetic. We Work Hard to Make Joi Scientific a Workplace Destination and an Invaluable Partner.
  • Our Brand Personality We are game-changers inspired by a passion for solving the world’s most pressing challenges to bring about a sustainable planet for everyone.
  • Our identity is a reflection of ourselves and uniquely mirrors our corporate culture. The Joi Scientific brand stands for: • Social responsibility. As a company that holds promise for a better future, Joi Scientific is a positive force for good, not just for our shareholders, partners and customers, but for the planet. We are a positive, compassionate and socially responsible company whose ‘One-for-One’ pledge ensures greatest social impact for the world’s most vulnerable communities. • Innovation. We are a truth-seeking, innovative and intelligent company that uses world-class science and an entrepreneurial spirit to solve the planet’s most pressing problems. • Simplicity. We’re confident, authentic and trustworthy. We stand for a set of simple values and earn respect by understating our claims and over-delivering on our promises. • Friendly. We plan to satisfy humanity’s basic needs for clean energy and water-without compromise-and do it with warmth, empathy and honesty. We actively engage with our customers and partners, and we’re completely focused on meeting their needs. Our brand identity system is reflective of our engaging approach. • Unique. We offer disruptive, high­value solutions. This uniqueness should be reflective in everything wedo.
Brand Values
  • Joi Scientific was formed by social entrepreneurs who wanted to use science to make a positive difference to people’s lives everywhere. Five core values inspire our path to realizing our goals. They define us and embody our golden rules of engagement. These values reflect everything we do: they drive our decision-making and guide our interactions with each other and with our business partners, customers, suppliers, our community, and our planet. 1. We are Inventive. We Make a Positive Difference Through Science. We believe science and innovation shatter constraints held to be inviolable, unleashing our potential to make the impossible possible. We are focused on disruptive innovation and produce meaningful solutions that make a positive difference to people’s lives everywhere. 2. We are Purposeful. We are Responsible Citizens that Create Meaningful Social Impact. A spirit of purpose-driven generosity infuses all that we do. We integrate our sense of purpose into the very foundation of who we are by sharing our discoveries in a socially responsible way that makes the greatest global impact. We accept the responsibility to make a better tomorrow than today and believe positive change starts with each of us, every day. 3. We are Trustworthy. We Collaborate to Make a Difference. We believe it takes a village to be successful. We actively seek to build and nurture trust within an ecosystem that is much larger than ourselves to affect change and to improve the lives of everyone around us. We work together to create a culture of inclusion based on trust, respect, and dignity for all. 4. We are Optimists. We are Positive Thinkers Focused on Results. We believe in having a positive, yet realistic attitude about everything we do. We dream big, but our optimism is grounded in facts and intellectual honesty. This has created a truth-seeking culture with a bias for results. 5. We are Energetic. We Work Hard to Make Joi Scientific a Workplace Destination and an Invaluable Partner. What we do is serious, but we do not take ourselves too seriously. We take a balanced approach to our day by working hard to accomplish our goals while making time for each other and celebrating our accomplishments.
Visual Style
  • The Joi Scientific logo combines an ambigram icon with a typographical element. The Joi ambigram can be read from multiple points of view.
  • In the early days, we expect these two elements to be present together at all times. As our company develops, it is foreseeable that the ambigram may be used separately in certain branding situations (similar to the Nike swoosh symbol).
  • The Joi Scientific logo can be interpreted several ways to convey the following: • Science. The logo signifies collaboration between partners and intellectual commons. It is also a visual interpretation of our hydrogen extraction chamber—a bubble in a vessel in its simplest form. • Humanity. The “J” and “I” represent people and implies community working together to address basic human needs for clean energy and water. • Balance. The symmetry of the ambigram is reflective of the no-compromise approach and elegance of our scientific discoveries. • Emotion. The feel of the logo speaks emotionally that what we’re doing really matters. • Global. Although it’s a word, the logo is an icon that’s distinctive, modern and global in its look.
  • Color is a key element of our visual identity. We’ve chosen to use the natural, observed colors of hydrogen as our core corporate colors.
  • These chosen colors are what you see when you observe hydrogen’s emission spectrum through a prism.
  • Black, grey and white serve as accent colors to support and enhance our primary color palette.
  • Well-balanced black or white space, combined with the spectra palette will produce dynamic and powerful brand visuals.
  • Pantone 419 CMYK: 86/70/69/95 RGB: 33/35/34 HTML: 212322
  • Pantone 1788 CMYK: 0/88/82/0 RGB: 238/39/55 HTML: EE2737
  • Pantone 311 CMYK: 68/0/13/0 RGB: 5/195/222 HTML: 05C3DE
  • Pantone 2727 CMYK: 70/47/0/0 RGB: 48/127/226 HTML: 307FE2
  • Cool Gray 11 HTML: 53565A
  • Pantone 423 CMYK: 22/14/18/43 RGB: 137/141/141 HTML: 898D8D
  • Pantone 2728 CMYK: 90/68/0/0 RGB: 0/71/187 HTML: 0047BB
  • The text of our corporate logo is set in a unique Bespoke typeface, which conveys the singular breakthrough that we have made. The Bespoke typeface should never be used, except in this logo incarnation.
  • The Gotham Rounded typeface, used in a variety of specified weights should be used on all Joi Scientific visual communications. The Gotham typeface conveys simplicity and freshness.
  • Gotham Rounded Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Gotham Rounded Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!?:;-&+()$@#%*
  • Joi Scientific uses imagery to humanize the nature of the problem we solve and the solutions we provide.
  • Photography plays a central role in our overall brand identity. We use impactful images that reflect the natural world we are working to protect and the people we are empowering on a global basis.
  • Black, white and blue are core colors within our brand image; and our photography will incorporate these hues. The images we use should contain clean, fresh and dynamic movement (energy) to communicate our story. Bubbles in water represent another key element to our visual identity.
🐛 Report