Square

📋 2 Guidelines

🔗 Connections

Sector

Hospitality

Region

Belgium Usa

Guideline Year

2007

Language

English

Tags

Institut Financial

Official Websites

Brand Guidelines

UNKNOWN

Brand Summary

Mission
  • The Foursquare brand is more than just a logo. It is a visual system and language made up of many parts that work together to convey the core of what Foursquare is and what we stand for [^1].
Visual Identity Overview
  • Foursquare’s visual identity is defined by a vibrant color palette (notably ‘FS Watermelon’ pink and blues), bold geometric logo marks, clean and modern layouts, and graphic elements such as radiating lines and map pins. The brand emphasizes clearspace, sizing, and strict logo usage rules to maintain consistency and visibility. Secondary graphic elements and icons are used to support the brand’s visual language [^2].

Categories

Brand Imagery
  • The Foursquare logo and Foursquare mark should always be surrounded by a minimum area of space. A margin of clear space equivalent to the height of the ‘F’ is drawn around the logo to create the invisible boundary of the area of isolation. The mark has a clearspace equal to half the width. These areas of separation are a minimum and should be increased wherever possible.
  • There are no predetermined sizes for the Foursquare logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
  • There is no preset maximum size for the Foursquare logo. Minimum sizes are as shown here.
  • Digital: 100px width Print: 1 inch width
  • Digital: 25px height Print: .25 inch height
  • The Foursquare wordmark should be used in the main Foursquare blue or white. The word mark should never be used in the Foursquare Pink.
  • Black can be used in rare situations but should be generally avoided.
  • The white Foursquare logo is ideal for use over images and colored backgrounds.
  • When placing over photography, ensure contrast by placing over dark area, find negative space.
Color Palette
  • FS Watermelon #F94877
  • FS Navy FS Blue #2D5BE3 #0732A2
  • SECONDARY COLOR FOR MARKETING & DESIGN
  • RATING SYSTEM
  • EXPERTISE
Logo Usage
  • The Foursquare logo and Foursquare mark should always be surrounded by a minimum area of space. A margin of clear space equivalent to the height of the ‘F’ is drawn around the logo to create the invisible boundary of the area of isolation. The mark has a clearspace equal to half the width. These areas of separation are a minimum and should be increased wherever possible.
  • There are no predetermined sizes for the Foursquare logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
  • There is no preset maximum size for the Foursquare logo. Minimum sizes are as shown here.
  • Digital: 100px width Print: 1 inch width
  • Digital: 25px height Print: .25 inch height
  • The Foursquare wordmark should be used in the main Foursquare blue or white. The word mark should never be used in the Foursquare Pink.
  • Black can be used in rare situations but should be generally avoided.
  • The white Foursquare logo is ideal for use over images and colored backgrounds.
  • When placing over photography, ensure contrast by placing over dark area, find negative space.
Visual Style
  • The Foursquare logo and Foursquare mark should always be surrounded by a minimum area of space. A margin of clear space equivalent to the height of the ‘F’ is drawn around the logo to create the invisible boundary of the area of isolation. The mark has a clearspace equal to half the width. These areas of separation are a minimum and should be increased wherever possible.
  • There are no predetermined sizes for the Foursquare logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
  • There is no preset maximum size for the Foursquare logo. Minimum sizes are as shown here.
  • Digital: 100px width Print: 1 inch width
  • Digital: 25px height Print: .25 inch height
  • The Foursquare wordmark should be used in the main Foursquare blue or white. The word mark should never be used in the Foursquare Pink.
  • Black can be used in rare situations but should be generally avoided.
  • The white Foursquare logo is ideal for use over images and colored backgrounds.
  • When placing over photography, ensure contrast by placing over dark area, find negative space.
Iconography
  • The logomark social icon should be used without a holding shape if possible. Leave a minimum of 8px between icons.
  • If you use a holding shape do not center the logomark, always align it left.
  • Icons should always be atleast 22px in height.
  • The map pin is used in combination with a set of icons that covers different types of locations. Do not use the logo mark as a pin.
Layout And Composition
  • The Foursquare logo and Foursquare mark should always be surrounded by a minimum area of space. A margin of clear space equivalent to the height of the ‘F’ is drawn around the logo to create the invisible boundary of the area of isolation. The mark has a clearspace equal to half the width. These areas of separation are a minimum and should be increased wherever possible.
  • There are no predetermined sizes for the Foursquare logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
  • There is no preset maximum size for the Foursquare logo. Minimum sizes are as shown here.
  • Digital: 100px width Print: 1 inch width
  • Digital: 25px height Print: .25 inch height
  • The Foursquare wordmark should be used in the main Foursquare blue or white. The word mark should never be used in the Foursquare Pink.
  • Black can be used in rare situations but should be generally avoided.
  • The white Foursquare logo is ideal for use over images and colored backgrounds.
  • When placing over photography, ensure contrast by placing over dark area, find negative space.

2007

Brand Summary

Mission
  • SQUARE aspires to be a forum where visitors can gather and share knowledge, where creative ideas and views can be easily exchanged. It offers a platform for the spoken word, promoting open dialogue and debate, and is ideally suited for personal meetings and networking, positioning itself as the perfect meeting point in the capital of Europe [^1].
Core Values
  • open dialogue
  • knowledge exchange
  • creativity
  • networking
  • quality service
  • intellectual enrichment
  • participation in social debate
  • partnership with local and international communities
  • leadership in conference services
Target Audience
  • International associations and federations, corporate clients, public services, media and cultural actors, and local communities, with a focus on an international audience active in various fields and corporate branches [^2].
Personality Traits
  • inspiring
  • creative
  • open
  • professional
  • memorable
  • confident
  • bold
Visual Identity Overview
  • The visual identity is centered around the ‘Speech Bubble’ symbol, representing interaction and exchange of ideas, and the ‘Wordmark’ logo. The brand uses vibrant colors derived from communication content, contrasted with neutral greys, and incorporates a warm palette for interiors. Typography is modern and bold, using Helvetica Neue and Arial. Layouts are structured with a basic grid for consistency, and imagery includes professional photography and outlined illustrations to emphasize ideas and concepts [^3].

Categories

Brand Voice
  • SQUARE aspires to be a forum where visitors can gather and share knowledge, where creative ideas and views can be easily exchanged. In addition, SQUARE offers a platform for the spoken word, promoting open dialogue and debate. Moreover the centre is ideally suited for personal meetings and networking. In other words, SQUARE is your perfect meeting point in the capital of Europe.
  • The word ‘SQUARE’ refers to the ‘forum’, the ’town square’, the ‘heart of the city’ where people come to meet and debate. In a physical sense the name SQUARE is derived from both the form of the park that borders on and envelops the meeting centre and the shape of the centre’s glass entry hall. The ‘speech bubble’ device symbolises interaction and the exchange of thoughts and ideas. In addition the ‘speech bubble’ in an original way, represents the typical Belgian culture.
Brand Imagery
  • Photography and illustration can be used to emphasise ideas and concepts.
  • Photographic images should always be of a professional quality. They should be engaging and uncluttered with ‘Quiet’ areas for placing type.
  • The lllustrational style has been set as solid outlined objects as the examples opposite show. These can be coloured or reversed out of a solid coloured background.
Color Palette
  • Colour usage is not limited to a specific corporate palette. Instead colours should be derived from the content of the communication.
  • Vibrant colours can be contrasted with the neutral grey specified as Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process.
  • In addition to this, the building interior uses a warm palette made up of gold/ sand, silver/grey and copper/terracotta. These colours can also be used when a metallic finish is desired.
  • When used with a white background, the ‘Wordmark’ must be recreated using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process. For all screen based applications use R:131 G:132 8:135.
  • The ‘Speech Bubble’ symbol should be printed in a vibrant colour derived from the content of the communication.
  • The logo can also be printed on a background containing a solid colour. Care should be taken when combining colours to ensure the logo remains legible.
  • When used on an image, the logo must be black or reversed out in white. The area behind the logo should not be ‘busy’ or interfere with the logo.
  • When restricted to one colour printing the logo must be appear as a solid colour. The logo may also be reversed out of a solid background colour.
  • When colour printing in not available the logo must be printed as a solid black or reversed out of a solid black background.
  • Do not add a colour effect to the logo
Typography
  • The corporate typeface, Helvetica Neue should be used for all designed items. It is a classic amongst modern typefaces.
  • There are three weights within the family that have been selected for use: Helvetica Neue Light 45, Helvetica Neue Roman 55 and Helvetica Neue Bold 75.
  • Arial is used instead of Helvetica Neue for all onscreen and desktop communications. The regular weight should be used for body text, the bold for headings.
  • Titles and headings must appear as UPPERCASE. They can be coloured to suit the content of the communication. Whenever possible body text should appear as lowercase in black.
  • The Light and Roman weights are used for body text. The Roman and Bold weights are used for headings.
  • Never apply any type effects such as shadows and outlines to any typeface.
  • Type should always be left aligned and in UPPERCASE. (See the ‘TYPE’ section)
Logo Usage
  • The logo is formed from two elements: the ‘Speech Bubble’ symbol and the ‘Wordmark’. They are locked together in a fixed relationship which must not be altered.
  • The ‘Wordmark’ must always be used with the ‘Speech Bubble’. The ‘Speech Bubble’ can be used alone.
  • The logo must be clearly visible on all applications. Whenever possible the logo should appear at the bottom right of the page.
  • The logo should never be redrawn or modified in any way. It should always be used in one or in a combination of the specified colour combinations.
  • The strapline ‘BRUSSELS MEETING CENTRE’ must appear whenever the logo is used. The positioning and relationship to the logo cannot be altered. The strapline can be used in isolation.
  • A minimum size that the logo should be reproduced at has been decided to ensure legibility.
  • The exclusion zone is the minimum area around the logo that must remain clear of any typography or other graphic elements. ‘X’ represents the height of the ‘Speech Bubble’.
  • When used with a white background, the ‘Wordmark’ must be recreated using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process. For all screen based applications use R:131 G:132 8:135.
  • The ‘Speech Bubble’ symbol should be printed in a vibrant colour derived from the content of the communication.
  • The logo can also be printed on a background containing a solid colour. Care should be taken when combining colours to ensure the logo remains legible.
  • When used on an image, the logo must be black or reversed out in white. The area behind the logo should not be ‘busy’ or interfere with the logo.
  • When restricted to one colour printing the logo must be appear as a solid colour. The logo may also be reversed out of a solid background colour.
  • When colour printing in not available the logo must be printed as a solid black or reversed out of a solid black background.
  • Do not distort or alter the logo
  • Do not reproduce the logo in outline
  • Do not enclose the logo within a keyline
  • Do not add a colour effect to the logo
  • Do not fill the logo with an image or illustration
  • Do not remove the strapline
  • Do not place over a ‘busy’ area of an image
  • Do not typeset the logo in other typefaces
  • The logo must appear in bottom right on all branded communication as shown in the example.
  • Elements can be right aligned to the logo to reinforce the brand.
  • In terms of hierarchy the ‘SQUARE’ logo must always be the most prominent.
  • This hierarchy can be achieved by giving careful consideration to the sizing and positioning of the logos as shown in the example.
  • The logos of other supporters must be printed using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process.
Tone And Messaging
  • SQUARE aspires to be a forum where visitors can gather and share knowledge, where creative ideas and views can be easily exchanged. In addition, SQUARE offers a platform for the spoken word, promoting open dialogue and debate. Moreover the centre is ideally suited for personal meetings and networking. In other words, SQUARE is your perfect meeting point in the capital of Europe.
  • The word ‘SQUARE’ refers to the ‘forum’, the ’town square’, the ‘heart of the city’ where people come to meet and debate. The ‘speech bubble’ device symbolises interaction and the exchange of thoughts and ideas. In addition the ‘speech bubble’ in an original way, represents the typical Belgian culture.
Brand Values
  • SQUARE aspires to be a forum where visitors can gather and share knowledge, where creative ideas and views can be easily exchanged. In addition, SQUARE offers a platform for the spoken word, promoting open dialogue and debate. Moreover the centre is ideally suited for personal meetings and networking. In other words, SQUARE is your perfect meeting point in the capital of Europe.
  • The word ‘SQUARE’ refers to the ‘forum’, the ’town square’, the ‘heart of the city’ where people come to meet and debate. In a physical sense the name SQUARE is derived from both the form of the park that borders on and envelops the meeting centre and the shape of the centre’s glass entry hall. The ‘speech bubble’ device symbolises interaction and the exchange of thoughts and ideas. In addition the ‘speech bubble’ in an original way, represents the typical Belgian culture.
Visual Style
  • The logo is formed from two elements: the ‘Speech Bubble’ symbol and the ‘Wordmark’. They are locked together in a fixed relationship which must not be altered.
  • The ‘Wordmark’ must always be used with the ‘Speech Bubble’. The ‘Speech Bubble’ can be used alone.
  • The logo must be clearly visible on all applications. Whenever possible the logo should appear at the bottom right of the page.
  • The logo should never be redrawn or modified in any way. It should always be used in one or in a combination of the specified colour combinations.
  • The strapline ‘BRUSSELS MEETING CENTRE’ must appear whenever the logo is used. The positioning and relationship to the logo cannot be altered. The strapline can be used in isolation.
  • A minimum size that the logo should be reproduced at has been decided to ensure legibility.
  • The exclusion zone is the minimum area around the logo that must remain clear of any typography or other graphic elements. ‘X’ represents the height of the ‘Speech Bubble’.
  • 10mm
  • The matrix opposite shows how colour combinations can be used to recreate the logo in different circumstances.
  • Full colour printing
  • One colour printing
  • Mono printing
  • White background
  • Solid background
  • Image background
  • When used with a white background, the ‘Wordmark’ must be recreated using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process. For all screen based applications use R:131 G:132 8:135.
  • The ‘Speech Bubble’ symbol should be printed in a vibrant colour derived from the content of the communication.
  • The logo can also be printed on a background containing a solid colour. Care should be taken when combining colours to ensure the logo remains legible.
  • When used on an image, the logo must be black or reversed out in white. The area behind the logo should not be ‘busy’ or interfere with the logo.
  • When restricted to one colour printing the logo must be appear as a solid colour. The logo may also be reversed out of a solid background colour.
  • When colour printing in not available the logo must be printed as a solid black or reversed out of a solid black background.
  • Do not distort or alter the logo
  • Do not reproduce the logo in outline
  • Do not enclose the logo within a keyline
  • Do not add a colour effect to the logo
  • Do not fill the logo with an image or illustration
  • Do not remove the strapline
  • Do not place over a ‘busy’ area of an image
  • Do not typeset the logo in other typefaces
  • The ‘Speech Bubble’ symbol can be used without the ‘Wordmark’ as a powerful branding tool.
  • It can be used as a holding device for type, photography or illustration.
  • Type should always be left aligned and in UPPERCASE. (See the ‘TYPE’ section)
  • Photography and illustration can be used to reflect the content of the communication.
  • These sample designs show how the ‘Speech Bubble’ with the logo, colour palette and corporate typeface can be combined to create different designs whilst still being part of the SQUARE look and feel.
  • Using a basic grid allows us to create consistent layouts whilst allowing enough flexibility to communicate different ideas.
  • ‘X’ represents the height of the ‘Speech Bubble’ in the logo. This measurement has been used to determine the position of elements within a design.
  • The layout opposite uses a five column grid which helps to organise the content into a clear and legible branded layout.
  • The address and logo area at the bottom of the page is standardised and must not be altered
  • The logo must appear in bottom right on all branded communication as shown in the example.
  • Elements can be right aligned to the logo to reinforce the brand.
  • In terms of hierarchy the ‘SQUARE’ logo must always be the most prominent.
  • This hierarchy can be achieved by giving careful consideration to the sizing and positioning of the logos as shown in the example.
  • The logos of other supporters must be printed using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process.
  • Colour usage is not limited to a specific corporate palette. Instead colours should be derived from the content of the communication.
  • Vibrant colours can be contrasted with the neutral grey specified as Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process.
  • In addition to this, the building interior uses a warm palette made up of gold/ sand, silver/grey and copper/terracotta. These colours can also be used when a metallic finish is desired.
  • Photography and illustration can be used to emphasise ideas and concepts.
  • Photographic images should always be of a professional quality. They should be engaging and uncluttered with ‘Quiet’ areas for placing type.
  • The lllustrational style has been set as solid outlined objects as the examples opposite show. These can be coloured or reversed out of a solid coloured background.
  • As with printed material, screen based communication should be simple and avoid using any unnecessary elements that may cause distraction.
Layout And Composition
  • Using a basic grid allows us to create consistent layouts whilst allowing enough flexibility to communicate different ideas.
  • ‘X’ represents the height of the ‘Speech Bubble’ in the logo. This measurement has been used to determine the position of elements within a design.
  • The layout opposite uses a five column grid which helps to organise the content into a clear and legible branded layout.
  • The address and logo area at the bottom of the page is standardised and must not be altered
  • The logo must appear in bottom right on all branded communication as shown in the example.
  • Elements can be right aligned to the logo to reinforce the brand.
  • From time to time there may also be a requirement to include the logos of other supporters.
  • In terms of hierarchy the ‘SQUARE’ logo must always be the most prominent.
  • This hierarchy can be achieved by giving careful consideration to the sizing and positioning of the logos as shown in the example.
  • The logos of other supporters must be printed using Pantone® Cool Grey 6 or a 40% tint of black when printed in 4-colour process.
Strapline
  • The strapline ‘BRUSSELS MEETING CENTRE’ must appear whenever the logo is used. The positioning and relationship to the logo cannot be altered. The strapline can be used in isolation.
  • Do not remove the strapline
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