Brand Book
01. Tone of voice
We uphold an authentic tone, based on our lived experiences, hopes, and aspirations. We are resilient and grounded, aiming to inspire our members while ensuring they don't burnout along the way.
Authentic
Based on lived experiences.
Resilient
Grounded and sustainable.
Energized
Excited about the future.
Innovative
Upholding creativity.
Supportive
Positive and accessible.
02. The logo
The TRIIBE logo presents a distinctive visual representation, crafted from the initial letter 'T'. It goes beyond the conventional and partially abstracts this letter. The two “I”s represent the Innovators and Investors we unite.
- The Wordmark: A bold and dynamic symbol, optimized for all sizes, balancing playful and serious.
- The Symbol: The 'T' can be broken out as a standalone icon for avatars and app icons.
- Clear Space: Always allow ample space around the logo. Never obscure it with surrounding objects.
Don't
rules
Consistent logo presentation is an important part of keeping our brand identity recognizable. The following are examples that highlight a variety of improper uses of the TRIIBE logo.
03. Color palette
The TRIIBE color palette is tonal, derived from our core TRIIBE FOREST GREEN. This primary palette should always be present, using secondary palettes only as complimentary accents.
TRIIBE Forest Green
HEX: #002C19
TRIIBE White
HEX: #FFFFFF
TRIIBE Black
HEX: #000000
*Only used for monochrome designs
04. Typography
Primary typeface
Avenir next
Regular (400)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Medium (500)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Demi-Bold (600)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
05. Imagery
- Photography: Captures the beauty of reality with serenity. Images should be realistic, faceless, and incorporate elements of nature. They radiate happiness using soft natural lighting.
- Illustrations: Embrace the power of simplicity. Abstract yet meaningful, minimal details, faceless for universal relatability, and unmistakably TRIIBE.
06. Layout rules
Margins: The margin size should be calculated as 5% of the entire document width, applied above, below, and at both sides of the artboard.
Logo Placement: On a typical layout, the TRIIBE logo mostly appears in the lower left-hand corner. Logo and type should be aligned on the left hand side.
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