Brand System

Our brand is formed from past experience, education, culture, values, and other factors. The elements in this guide aim at establishing rules for visual, written, and spoken communication in an effort to show who we are as Verys.

Brand system containing various elements that go into creating an effective brand.

Tone of Voice

Casual Sophistication

We are relaxed and polished communicators. We are approachable and inviting with an air of authority.

Friendly Intelligence

We are proud of intelligence, but don’t flaunt it arrogantly. We empathize with our customers and their problems. We’re here to help them see potential where they haven’t thought to look.

Honest

Our customers trust us because we’re honest. If there is a problem we discuss it with them when it happens instead of trying to hide it under the rug. Relationships are built on trust.

Color

Controlling Proportions

While our brand color may be green, it’s important to use it in balance with neutral colors like white and black. The most dominant color in the composition should be white, with colors as accents.

Proportionally your colors should be mostly white, with accents of green, and high contrast black.

Color for Communication

Communication is everything and color has the ability to communicate without  words. Color should be considered as an aid to what your message is.

Color has semantic meaning

Color Palette

The “500” variants of the 3 colors are the main colors. Other tones of these colors are available to use alongside the primary variants, or if there isn’t enough text contrast.

Verys brand color palette

Composition

Composition

White Space

Creating open space is important in letting the composition breath. Density of information should remain low in most situations. If you have too much information add a new slide, page, or section to allow the content to breath.

Dont do this
Dont

Fill every inch of the composition

Dont create compositions with too much clutter and a lack of white space
Do this
Do

Leave space and less info density

Do leave white space in your compositions to make it easier to read.

Iconography

Enhances Communication

Iconography should only be used it if assists in communication. If you’re having trouble thinking of an icon to use for a topic, maybe you shouldn’t be using icons.

Dont do this
Dont

Use obscure icons without labels

Dont use obscure icons without labels
Do this
Do

Use recognizable icons with labels

Do use icons with labels

Icons in Shapes

Using icons in shapes is a great method of adding visual interest while still being able to use the same icon library. When using icons in other shapes make sure you maintain consistency and use plenty of padding.

Dont do this
Dont

Mix sizes, line weights, fills, and padding

Don't use icons with inconsistent styles and size
Do this
Do

Maintain consistency

Do use icons at consistent sizes and styles

Photography

Clean and Simple

Photography shouldn’t introduce too much visual noise and clutter. It should have clarity from the size of a thumbnail to a hero image.

Dont do this
Dont

Use images with too much going on

Dont use photography that is busy and overly complicated
Do this
Do

Use images with clear compositions

Do use imagery with simple, clean compositions

Bright and Trustworthy

Our brand is positive and uplifting. We solve some huge problems for our customers and want to project helpfulness and trust, not lurking in a dark room hacking the mainframe.

Dont do this
Dont

Use images that are dark and scary

Dont use photography that is dark and scary
Do this
Do

Use images that are light and airy

Do use photography that is bright and uplifting

Professionalism

As experts and consultants we want to be seen as such. Make sure the imagery being used is of the highest quality you can find.

Dont do this
Dont

Use images that are childish

Don't use images that are corny or childish
Do this
Do

Use images with professionalism

Do use photography that is clean and sophisticated with professionalism

Typography

Our Fonts

The geometric sans-serif Montserrat for headings creates a modern feel, while Lato for body copy focuses on clarity and readability at smaller font sizes.

Font-weight

The weight of the text heavily influences the contrast the text has. Going too bold starts to make the text feel clunkier and less polished.

Dont do this
Dont

Go too bold

Dont use headings that are too bold
Do this
Do

Keep it between regular and semibold

Do use headings between regular and semi-bold

Color Contrast

Accessibility is important in designing positive experiences. Make sure your text has enough contrast against the background it’s sitting on.

Dont do this
Dont

Put text on busy backgrounds

Dont place text over images that make it difficult to read
Do this
Do

Make the space in you image work with the text

Do place text over images that work with the background and color contrast

Brand Assets

To make it easier to replicate the look and feel of Verys images, icons, fonts, templates, and our logo are available. Only logo is available for public download.

Go to Downloads