Brand Guidelines, 2009

02. Who?

Halogy is... a number of things to a number of

people. It’s a business tool, it’s a selling point,

it’s a application, it’s a helping hand and it’s the

guardian of your website.

Above all, Halogy is friendly. It’s there for you

when you need it, and unobtrusively in the

background when you don’t.

To the ‘professional user’, the logotype says:

“I’m all you’ll ever need. I’m professional, all-encompassing, and importantly, I work”

To the ‘home user’, the logotype says:

“Trust me. I’m easy to use, friendly and fun. I’m the tool to make your business thrive”

03. Atomic Detail

Halogy is... everything you need a CMS to

be; the central hub to your company’s online

presence. Circles say this better than words

ever could.

The logotype is carefully constructed from a

grid of 9 exact circles. End-to-end, the circles

form the base to the word Halogy.

04. Thinking Outside the Box

Halogy is... a bolt-on CMS. You can add a

page, shop or even a blog - then remove

them just as simply.

The logotype is modeled around this

unique idea.

05. The Friendly Professional

Halogy is... rounded and friendly on the face

of things, but it’s not to be mistaken for a

push-over. The logotype has been carefully

modelled to give a friendly first impression,

whilst maintaining unique and professional

undertones.

We achieve this by meeting circular devices

with a distinct grid. This uniform grid and the

meeting point of angles is what keeps the

logotype legible.

06. Interwoven Simplicity

Halogy is... more than just a repository of

information - it’s the entity that ties together all

aspects of your online presence.

The intersection of letters gives shows unity

and relationship of modules. You know

instinctively that Halogy will bring together all

parts of your website to create a whole.

07. Space to Breathe

Halogy is... open - it’s the central part of the

puzzle... it’s anything but pushed aside.

When represented online or in print - the

logotype demands a little bit of space to

breathe.

When placing the logo, the clear space around the

entire logotype is 1/2 that of the ‘O’. This imaginary

border begins at the vertical of the ‘h’ and ends at

the vercial of the ‘m’ on TM.

Nothing other than colour should breach this area.

08. Trade Mark

Halogy is... a Trade Mark, a seal of excellence

and professionalism. So where possible, we like

to show off a little.

To determine the correct spacing of the TM we

move the T to the same x-axis as the ‘Y’ decender.

Drawing a line from the furthest most point of the

‘M’ we determine the midpoint of the ‘M’ in the

final TM (right)

09. Small is Mighty

Halogy is... beautiful regardless of size.

However, when used below a certain size, the

logotype must evolve to maintain legibility.

Several changes occur when re-sizing the logotype

- these changes must be adhered to as soon as

you can no-longer see the finesse at the bottom

of the ‘a’.

Firstly, the ‘a’ becomes sheared at the bottom.

Secondly, the ‘a’ ‘l’ and ‘o’ move apart to create a

visible white space (at the least, 1px). Thirdly, the

‘TM’ becomes a circle.

010. Chameleon

Halogy is... a friendly house guest. It’s not fussy

about where it sits, it doesn’t demand too much

attention and it won’t cause a fuss. With that in

mind, the logotype has been created to work in

any environment.

Where possible, the Halogy blue must remain until

legibility is questioned. It can therefore sit neatly

on a black background without the need to revert to

black and white.

11. Chameleon...

Halogy is... the happy middleman between you

and your website - but it’s got nothing to hide.

This is what makes Halogy so brilliant, you can

administer as much or as little as you want.

We can reflect this in the application of the

brand, naturally.

When used in conjunction with a photographic

image or texture there are two ways we can treat

the logotype.

The technical approach: By masking an image with

the logotype, we give the impression that there

is more to Halogy than meets the eye. Note that

the ‘TM’ is a colour shade of the photograph, not a

masking element.

The blocked approach: When presenting to an

‘average’ user, Halogy is the center of their online

universe - therefore it should be confident in it’s

application. A white-out (also acceptable in black)

is the best way to convey this. Nothing less than

100% opacity is acceptable.

12. Graphic Devices

Halogy is... appreciative of its environment. It

knows it’s place - and sometimes a big logo just

isn’t appropriate.

This is why a unique graphical device has been

created to use wherever and whenever a full

logotype can’t be placed... in a footer, as a

watermark or embossed on a business card, to

name but a few places!

Only use on occasions where a full logotype

cannot be used. Rules regarding colour, size,

clear space and orientation still apply.

The graphic device (bottom) should never appear in

full colour - only the select greys (next).

13. Halogy Blue

Halogy is... blue, but not corporate. Blue, but

not cold. Blue and friendly, but not too friendly.

Halogy is just the right amount of blue. Colour

is important to convey the message of friendly,

functional and approachable. The colour pallet

is accompanied by a select few swatches of

complimentary greys. Black should never be

used - instead, an off-black grey.

Do not change these colours, but feel free to

compliment with an additional secondary pallet.

# 29C4f0 # 2194CD # CDD2D5 # AFB7BC # 899094 # 171717

14. The Halogy ‘Solar System’

Halogy is... your friendly middleman. It’s what

separates you, and the intricate workings of

your website. In that sense, Halogy is a window.

The colour gradient that sits ‘behind’ the

logotype is a careful mix of two colours to give

a subtle depth... not glassy gradiet.

The dotted line shows the outside of the radial

gradient, which originates from the lighter blue,

and extends to the darker colour. The lighter blue,

however, begins its decay at 40% (not default 0%).

A circular radial mask should never be used.

A traditional linear gradient should never be used.

The Trade Mark should never comprise part of the

overall mask - instead it should be coloured the

same swatch as the originating (lighter) blue.

15. Do’s and Don’ts

Halogy is... consistently well dressed. Change is

bad for a brand, so consistency is key to brand

recognition and development. A few simple

rules can go a long way.

Clockwise from top left:

Don’t use a new gradient, only the radial solar

system as outlined previously.

Don’t change the colour of the logotype

Don’t introduce any new graphical elements, or

encroach the clear space, as outlined previously.

Don’t rotate the logotype - only ever flat.

Do use common sense - and you’ll be fine!

halogy!

16. Say Something!

Halogy is... unique. So unique, in fact, that the

type style used in the logotype shouldn’t be

replicated anywhere else.

Introducing a new friend, VAG. This typeface is

the ‘ying’ to Halogy’s ‘yang’; a distinctive and

complimentary element.

VAG Rounded Black

VAG should be used sparingly and ideally only as a

primary heading (h1 and h2). Too much VAG makes

the Halogy universe cluttered and bloated.

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17. Write Something!

Halogy is... an application at it’s core, and

having learned a thing of two from it’s

surroundings (WordPress, Facebook, Basecamp

and SquareBox) - it’s picked up a thing or two.

One of those things is Lucida - the perfect

typeface for anything that needs to be said in a

Halogy tone of voice.

Lucida Grande, Regular

Lucida Grande is the primary font of choice,

followed by Trebuchet MS, Arial or any sans-serif

where none of these are available.

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