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Index Exchange Brand Guidelines VERSION 2.0 — AUGUST 2020
Index Exchange Brand Guidelines
V E R S I O N 2 . 0 — AU G U ST 2 0 2 0
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Table of Contents
I N D E X E XC H A N G E B R A N D G U I D E L I N ES
Our Brand ...........................................................................................................................3
Logos ...................................................................................................................................4
Color ..................................................................................................................................13
Typography ......................................................................................................................16
Photography ...................................................................................................................18
Iconography ....................................................................................................................19
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Our Brand Philosophy
Seated at the intersection of advertising and technology, Index Exchange was built to make things simple. Our brand mirrors the company’s founding pillars of authenticity, intention, sophistication, and transparency. Like our technology solutions, the Index Exchange brand provides a personalized and approachable user experience. We’re the Ad Exchange that media companies and Marketers trust.
O U R B R A N D
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Our Logo
Also known as the squares, our logo should be the primary presentation of our brand. Built with internal harmony, the squares have a symmetrical relationship between them that signifies growth, motion, and progress. The squares should be used wherever possible, however, when branding in markets where we are less known, the expanded logo should be used.
Download logos here
LO G O S
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Let It Breathe
Our logo is given the space it deserves.
Imagine an invisible “bounding box” equal to the height (here shown as “x”) of the logo that surrounds it entirely.
LO G O S
x
x
x
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Logo Do’s
Correct colors Our logo looks best in blue, black, and white.
LO G O S
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Logo Don’ts
1. Trademark Don’t use the squares with a trademark if it is not legible.
2. Breathing Room Don’t use the logo without ample breathing room.
3. Distortion Don’t use a distorted logo.
4. Background Don’t place the squares against a complex graphic or background.
LO G O S
TRADEMARK
DISTORTION BACKGROUND
BREATHING ROOM
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Social Icon Construction
When using the squares as a social media profile image, ensure that there is adequate breathing room within any container.
LO G O S
Andrew Casale@acasale
Alex Gardner@agardner
Will Doher@wrdoherty
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Expanded Logo
Our full text logo is impactful, and is specifically used when we want to make a statement in international markets or at engagements where we are less known. It is to be used sparingly and when the squares do not suffice.
LO G O S
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Let It (Also) Breathe
Let the expanded logo breathe — space around it communicates openness and precision.
LO G O S
x
x
x
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Expanded Logo Do’s
Correct colors Our expanded logo looks best in blue, black, and white.
LO G O S
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Expanded Logo Don’ts
LO G O S
TRADEMARK
DISTORTION
BREATHING ROOM1. Trademark Don’t use the expanded logo with a trademark if it is not legible.
2. Breathing Room Don’t use the logo without ample breathing room.
3. Distortion Don’t use a distorted logo.
4. Background Don’t place the expanded logo against a complex graphic or background.
TRADEMARK
DISTORTION
BREATHING ROOM
BACKGROUND
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Color Palette
Our choice of colors, like our logo, is intended to express our most cherished ideals. While the squares do this through their structure and order, our colors set the tone of our identity through the emotional response they elicit in our audience.
C O LO R
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Primary Colors
C O LO R
ICE WHITER255 G255 B255C0 M0 Y0 K0HEX #FFFFFF
INDEX BLUEPMS 7687CR29 G66 B138C79 M52 Y1 K27HEX #1D428A
BLUE JAYPMS 282CR4 G30 B66C100 M90 Y13 K68HEX #041E42
NIGHT SKYPMS BLACK 6C R0 G0 B0C0 M0 Y0 K100HEX #000006
Ice White should be the dominant color in most cases, with Index Blue as the primary accent. Blue Jay and Night Sky can serve to ground the duo and add contrast and emphasis wherever needed, and the other colors in our collection should be used sparingly and only in small quantities when appropriate.
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Secondary Colors
C O LO RGREY JAYPMS 537C / 7543UR174 G190 B204C15 B7 Y0 Y0HEX #AEBECC
BRIGHT SKYPMS 299C / 2995UR44 G172 B226C81 M24 Y0 K11HEX #2CACE2
WINTERGREENPMS 7478C / 7478UR136 G229 B193C41 M0 Y16 K10HEX #88E5C1
RAPTOR PURPLEPMS 265C / 266UR130 G89 B247C47 M64 Y0 K3HEX #8259F7
VIOLAPMS 2715C / 2715UR143 G142 B248C42 M43 Y0 K3HEX #8F8EF8
HEADER TAG PINKPMS 213CR222 G57 B110C0 M92 Y18 K0HEX #DE396E
Our secondary colors are to be used to add a spark in an otherwise straightforward design. They should almost never be utilized as the dominant color. 100% saturation is preferred in most cases.
90% 80% 60% 40% 20%
90% 80% 60% 40% 20%
90% 80% 60% 40% 20%
90% 80% 60% 40% 20%
90% 80% 60% 40% 20%
90% 80% 60% 40% 20%
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Primary Font:Adelle Sans
T Y PO G R A P H Y
We chose Adelle Sans for its clean, simple construction as well as the versatility it affords with its various weights. These weights can be used in a variety of different ways, with some examples listed on this page.
We like our collateral to be visually powerful, intellectually elegant, and above all timeless.
Aa Bb CcTHINTitles, Headings, and Body Copy
SEMI BOLDHeadings, Subheadings, and Emphasis
BOLDSubheadings, Emphasis, and Attributions
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Secondary Font:Arial
T Y PO G R A P H Y
As a complement to our signature typeface, Arial should be used in instances where Adelle Sans is not available. Arial comes packaged with the installation of any Microsoft Office product (including Powerpoint, Word, etc.).
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Aa Bb CcREGULARTitles, Headings, and Body Copy
BOLDSubheadings, Emphasis, and Attributions
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Photography Style
P H OTO G R A P H Y
Our photography should reflect the originality of our spirit at Index Exchange. The imagery we select is clean, bright, elegant, natural, and authentic.
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Our Icon Library
I C O N O G R A P H Y
We utilize line icons to illustrate our story in a more simple, visual way. Our icons make presentations and other collateral approachable, and easy to follow.
