Matter insurance

Official Websites

• https://matterinsurance.com

Brand Guidelines

2023

Brand Summary

Mission

• Matter protects more than stuff. Your possessions have stories, and we’re here to safeguard them. With Matter, insure your belongings and the memories they hold. Life is about the moments, and we’re here to make sure your stories are always protected.

Core Values

• protection
• storytelling
• memories
• human connection
• safeguarding possessions

Target Audience

• Individuals who value their possessions and the stories or memories attached to them, including those seeking insurance for items like watches, iPhones, sneakers, jewelry, and gadgets.

Personality Traits

• contemporary
• dynamic
• human
• heartfelt
• protective
• encouraging

Visual Identity Overview

• Matter’s visual identity is defined by bold, modern sans-serif typography, a custom logotype in a skewed box, a primary color palette of grey, pink, white, and neon green highlights, and secondary colors for product categories. The brand uses black and white photography with bright silhouettes, dynamic layouts, and tape motifs to emphasize protection and storytelling. Visual elements include sharp-edged silhouettes, angled text highlights, and icons inspired by the brand tape, all contributing to a contemporary, vibrant, and protective aesthetic.

Categories

Brand Imagery

• The brand relies on black and white photography to contrast the bright silhouettes.
• The photography is heartfelt, human and has a hint of nostalgia and memories.
• Matter insurance believes in protecting real stories and moments in your life and the photographs are to reflect that.
• Ensure these elements in the photos: l. Human element 2. White space around the main element 3. An acitivity or a memory (skateboarding/ proposals) where the story revolves around the product.
• While making posters, or website banners, 50-60% of the creative artboard space is to be used to include an image which is highlighting a product with the colour blocking and Matter tape. Majority of the remaining space should be given to the highlighted Headline of the creative and the remainder of the space is to be used for the logo and smaller copy.
• For a website benner with an image, the same guidelines for creatives mentioned in the previous page is to be used.
• Elements for social media should be displayed and show a balance of elements across the Matter brand.
• We recommend using full bleed images and images with a brand background colour in a 50-50 proportion. While using background colours, we advise using both the brand colours to show variety. Try to ensure that colours are alternated and not kept the same one after the other.
• For creating social media creatives, images can be used to show the product with colour blocking. Full bleed and cropped images can be used paired with text.
• Attach an image with the product to show a story. Ensure the text does not cover the product photo.

Color Palette

• The primary brand colors are grey, pink and white, with neon green used as a highlight.
• The secondary palette is comprised of orange, blue and yellow. It is to be used to differentiate between the categories of products, with the potential to grow.
• HEX: 2F323A CMYK: 0, 96, 48, 0 HEX: FF8FAF CMYK: 0, 96, 48, 0 HEX: FFFFFF HEX:DDFC2C CMYK: 0, 96, 48, 0 CMYK: 0, 96, 48, 0 Secondary Palette
• HEX. FF6827 CMYK: 0, 96, 48, 0 HEX: 88EOFF CMYK: 0, 96, 48, 0 HEX: FFCD6E CMYK: 0, 96, 48, 0
• The grey and pink are to be used as backgrounds for visual elements that can be overlayed. The neon green is to be used as the colour of containers for text against the background colours. White is used as the colour of the container tape of the logo across collaterals.
• Each colour in the secondary palette is assigned to a specific category of product.
• Matter tape to be in white with black logo. Never used in color.
• Highlights to be in neon green
• Background should be in dark grey and pink
• Don’t change the colour of the logo to any other colour other than the designated white and grey.
• Don’t invert the the colors of the tape, or use any other color.

Typography

• The brand relies on two typefaces- Roe Grotesk for titles and headings and General Sans for body copy.
• Roe Grotesk is to be used in Bold and General Sans in all Regular
• Our typography scale is based on a modular scale. This means, that every step in the scale is calculated by multiplying the step below with a ratio. Our type scale follows the Major Third {l:l.250) with a base of lrem which is l6px. On th e web , we round values to the nearest pixel for simplicity, . and manually tweaked the smallest step size for better legibility.
• To calculate the values of the font sizes, multiply the number beside the ‘rem’ value by 16.
• At the smallest point size (10px), we keep the text in All Caps to ensure readability and accessibilty.
• Following are examples of kerning, tracking and leading all working together. Notice how the bigger the type is, the tighter the tracking and leading becomes relative to type size. These elements become looser with smaller type to maximise legibility.
• Size 119px Leading 95% Tracking 0% This is a title example.
• Size 49px Leading 100% Tracking 0%
• Size 16px Leading 150% Tracking 2.5%
• Size 13px Leading 145% Tracking 4%
• Text highlights: Bold highlights at angles are used for highlight text. These are used for titles/ pull quotes or text you want to highlight.
• They are in lime green color, and can be placed at an angle ranging between -10° to 10° of rotation to inspire dynamism and movements. They are often overlayed on images or on solid backgrounds.
• Text must be vertically and horizontally aligned to the centre of the highlight, to maintain equal spacing around the text
• All containers must be the same height
• Highlight container is cut at an angle Of 80° on both sides to create a parallelogram
• Roe Grotesk Bold to be used for any text within a highlight
• Can be placed at an angle of rotation between -10° to 10°
• For web usage, the container can be cut at right angles, to create a rectangular highlight

Logo Usage

• The Matter logo is a custom otype
• logmade with sharp letters. has a chamfer in letters ’m Thand e logt’ o the skewed box it sits in. to typmie mio
• The logotype sits in a skewed box similar to the way a tape is cut. matter
• The logos can be used in different ways and sizes.
• Primary logo
• When to use: In most places. On website/ when introducing the brand/ print material
• Secondary logo
• When to use: When there is a size restriction. On social media/ as favicon/ in print matter
• Type logo
• When to use: On official matters when the tape is not required/ on a white background
• The logo container sits at an angle with the text in the centre. The edges of m+t are chamfered to match the skew of the container
• To ensure the right amount of breathing space around the logo, the following process should be applied: Step l Pick the letter ‘r’ Let the width of ‘r’ be x. Step2 Use x as a measure from all sides to demarcate the minimum space required at all times.
• These are the ways the logo should be used. l. Secondary logo as app icon+ on social 2. Primary logo on social and print
• at all times: Don’t use any other shape as the container for the logo it in anyway Don’t tweak the logo or distort it in anyway Don’t add stroke to the logo Don’t change the colour of the logo to any other colour other than the designated white and grey Don’t change the orientation of the logo.
• Matter tape to be in white with black logo. Never used in color.
• Don’t curve or distort the shape of the tape, it must be placed at angles.
• Don’t change the spacing of the logo within the tape, or the height of the tape.
• Don’t invert the the colors of the tape, or use any other color.
• Don’t overlay the tape without masking it within the shape
• To ensure the right amount of breathing space around the logo in the tape, the following process should be applied: Step l Pick the ’tt’ ligature. Let the width of ’tt’ be x. Pick the ’er’ letter pair. Let the width of ’er’ bey. Step2 Use x as a measure to demarcate the horizontal space between the logo in the tape. Use y as a measure for the height of the tape, to which the logo has to be centred vertically.

Tone And Messaging

• Matter protects more than stuff. Your possessions have stories, and we’re here to safeguard them. With Matter, insure your belongings and the memories they hold. Life is about the moments, and we’re here to make sure your stories are always protected.
• The photography is heartfelt, human and has a hint of nostalgia and memories.
• Matter insurance believes in protecting real stories and moments in your life and the photographs are to reflect that.

Brand Values

• Matter protects more than stuff. Your possessions have stories, and we’re here to safeguard them. With Matter, insure your belongings and the memories they hold. Life is about the moments, and we’re here to make sure your stories are always protected.

Visual Style

• The Matter logo is a custom otype
• logmade with sharp letters. has a chamfer in letters ’m Thand e logt’ o the skewed box it sits in. to typmie mio
• The logotype sits in a skewed box similar to the way a tape is cut. matter
• The logos can be used in different ways and sizes.
• Primary logo
• In most places. On website/ when introducing the brand/ print material
• Secondary logo
• When there is a size restriction. On social media/ as favicon/ in print matter
• Type logo
• On official matters when the tape is not required/ on a white background
• The logo container sits at an angle with the text in the centre. The edges of m+t are chamfered to match the skew of the container
• To ensure the right amount of breathing space around the logo, the following process should be applied: Step l Pick the letter ‘r’ Let the width of ‘r’ be x. Step2 Use x as a measure from all sides to demarcate the minimum space required at all times.
• These are the ways the logo should be used. l. Secondary logo as app icon+ on social 2. Primary logo on social and print
• The primary brand colors are grey, pink and white, with neon green used as a highlight.
• The secondary palette is comprised of orange, blue and yellow. It is to be used to differentiate between the categories of products, with the potential to grow.
• HEX: #2F323A CMYK: 0, 96, 48, 0 HEX: FF8FAF CMYK: 0, 96, 48, 0 HEX: FFFFFF HEX:DDFC2C CMYK: 0, 96, 48, 0 CMYK: 0, 96, 48, 0
• HEX. FF6827 CMYK: 0, 96, 48, 0 HEX: 88EOFF CMYK: 0, 96, 48, 0 HEX: FFCD6E CMYK: 0, 96, 48, 0
• The grey and pink are to be used as backgrounds for visual elements that can be overlayed. The neon green is to be used as the colour of containers for text against the background colours. White is used as the colour of the container tape of the logo across collaterals.
• Each colour in the secondary palette is assigned to a specific category of product.
• Matter tape to be in white with black logo. Never used in color.
• Highlights to be in neon green
• Background should be in dark grey and pink
• Avoid the examples mentioned below at all times: Don’t use any other shape as the container for the logo Don’t tweak the logo or distort it in anyway Don’t add stroke to the logo Don’t change the colour of the logo to any other colour other than the designated white and grey Don’t change the orientation of the logo
• Don’t curve or distort the shape of the tape, it must be placed at angles.
• Don’t change the spacing of the logo within the tape, or the height of the tape.
• Don’t invert the the colors of the tape, or use any other color.
• Don’t overlay the tape without masking it within the shape
• To ensure the right amount of breathing space around the logo in the tape, the following process should be applied: Step l Pick the ’tt’ ligature. Let the width of ’tt’ be x. Pick the ’er’ letter pair. Let the width of ’er’ bey. Step2 Use x as a measure to demarcate the horizontal space between the logo in the tape. Use y as a measure for the height of the tape, to which the logo has to be centred vertically.
• There are two main brand elements to be used: Text highlights: Bold highlights at angles are used for highlight text. These are used for titles/ pull quotes or text you want to highlight.
• They are in lime green color, and can be placed at an angle ranging between -10° to 10° of rotation to inspire dynamism and movements. They are often overlayed on images or on solid backgrounds.
• Text must be vertically and horizontally aligned to the centre of the highlight, to maintain equal spacing around the text All containers must be the same height Highlight container is cut at an angle Of 80° on both sides to create a parallelogram Roe Grotesk Bold to be used for any text within a highlight Can be placed at an angle of rotation between -10° to 10° Web usage For web usage, the container can be cut at right angles, to create a rectangular highlight
• Silhouettes: These are category color coded and are to put emphasis on the product in concern. These are accompanied by black and white photographs and a matter tape around it. They are created with sharp edges.
• The following process should be applied while creating the silhouettes: Pick a suitable black and white image with the product that needs to be highlighted Create a shape based on the basic outline of the product, with only straight lines so that it has sharp edges. Add color based on it’s assigned category (eg: the shoe is orange because it’s a lifestyle item) Overlay the matter tape and mask it so that the tape is contained within the shape of the object
• The brand icons are inspired by the brand tape. These are used in single color brand grey.
• They are made with wonky line quality as if a physical tape has made them. They follow a 13x14 square grid.
• The brand relies on black and white photography to contrast the bright silhouettes.
• The photography is heartfelt, human and has a hint of nostalgia and memories.
• Ensure these elements in the photos: l. Human element 2. White space around the main element 3. An acitivity or a memory (skateboarding/ proposals) where the story revolves around the product.
• While making posters, or website banners, 50-60% of the creative artboard space is to be used to include an image which is highlighting a product with the colour blocking and Matter tape. Majority of the remaining space should be given to the highlighted Headline of the creative and the remainder of the space is to be used for the logo and smaller copy.
• When an image is not being used, the artboard space is to be divided in balance giving a little more importance to the Headline, and balancing the rest of the elements around it.
• For a website benner with an image, the same guidelines for creatives mentioned in the previous page is to be used.
• Elements for social media should be displayed and show a balance of elements across the Matter brand.
• We recommend using full bleed images and images with a brand background colour in a 50-50 proportion. While using background colours, we advise using both the brand colours to show variety. Try to ensure that colours are alternated and not kept the same one after the other.
• With graphics and text, it is best to mix and match with the secondary colours to show the colour blocking for the products and use the lime green for highlighting text to show vibrancy to the grid.
• For creating social media creatives, images can be used to show the product with colour blocking. Full bleed and cropped images can be used paired with text.
• When using text only for creatives, larger size text covering majority of the artboard space can be used. Text can also be paired with icons to add more dynamism and balance. Make use of the lime green to highlight important parts of the text.
• Bring the product in focus, and use the lime green to highlight text
• Attach an image with the product to show a story. Ensure the text does not cover the product photo.
• Ensure the text is large and readable. Use Incorporate icons when using only text. lime green highlights to make it dynamic.
• For creating mer0he"ndise the tape can be used over a flat colour, " ate the effect of it being a product pro ected by Matter.

Iconography

• The brand icons are inspired by the brand tape. These are used in single color brand grey.
• They are made with wonky line quality as if a physical tape has made them. They follow a 13x14 square grid.

Layout And Composition

• To ensure the right amount of breathing space around the logo, the following process should be applied: Step l Pick the letter ‘r’ Let the width of ‘r’ be x. Step2 Use x as a measure from all sides to demarcate the minimum space required at all times.
• While making posters, or website banners, 50-60% of the creative artboard space is to be used to include an image which is highlighting a product with the colour blocking and Matter tape. Majority of the remaining space should be given to the highlighted Headline of the creative and the remainder of the space is to be used for the logo and smaller copy.
• When an image is not being used, the artboard space is to be divided in balance giving a little more importance to the Headline, and balancing the rest of the elements around it.
• For a website benner with an image, the same guidelines for creatives mentioned in the previous page is to be used.
• Elements for social media should be displayed and show a balance of elements across the Matter brand.
• We recommend using full bleed images and images with a brand background colour in a 50-50 proportion. While using background colours, we advise using both the brand colours to show variety. Try to ensure that colours are alternated and not kept the same one after the other.
• With graphics and text, it is best to mix and match with the secondary colours to show the colour blocking for the products and use the lime green for highlighting text to show vibrancy to the grid.
• For creating social media creatives, images can be used to show the product with colour blocking. Full bleed and cropped images can be used paired with text.
• When using text only for creatives, larger size text covering majority of the artboard space can be used. Text can also be paired with icons to add more dynamism and balance. Make use of the lime green to highlight important parts of the text.
• Bring the product in focus, and use the lime green to highlight text
• Attach an image with the product to show a story. Ensure the text does not cover the product photo.
• Ensure the text is large and readable. Use Incorporate icons when using only text. lime green highlights to make it dynamic.

Merchandise

• For creating mer0he"ndise the tape can be used over a flat colour, " ate the effect of it being a product pro ected by Matter.