our visual identity: an overview

Our Visual Identity helps to create consistency across different communication mediums and platforms. Overlapping triangles derived from our icon are used to create movement and momentum, which compliments our "Lives in Motion" Brand Framework. Color variations on these triangles can be used to create variety while giving the materials a similar look and feel.

To maximize impact:
(1) Pay close attention to color and typography guidelines provided (2) Always produce using approved templates (do not recreate)

 

the motion device

The Motion Device can be used alongside typography to highlight key headlines, image captions and messaging. It is a simple way to direct the audience to important information by utilizing our brand's visual characteristics. 

The Motion Device should be used with these guidelines in mind:

  • The mark should begin at the base of the first letter

  • The mark should be no larger than 70-90% of the Cap Height of the typeface

  • Appropriate spacing should be used between the Motion Device and any typography

the upward device

Transparency can be used to engage the viewer and project a modern look and feel. 

On a cover page, the Upward Device should appear at 90% opacity over an image, as illustrated. The motion device should always be opaque at 100%.

Internal pages can occasionally use the Upward Device with either a white background, or with a 70% opacity over an image.

covers

The examples below demonstrate how our visual identity comes to life utilizing our secondary graphic device, imagery style, color and typography.

There are four color combinations to ensure creativity as well as consistency. The Upward Device should be transparent over an image (90% opacity), and should be combined with the Motion Device. These examples are appropriate for brochure covers.

spreads

The examples below demonstrate how our visual identity system comes to life in printed spreads. By utilizing a combination of the Wills Group typography, color palette, imagery and the Upward and Motion Devices, a wide variety of page layouts can be creeated.