iQmetrix Branding
Brand Assets
Consistent communication of the iQmetrix brand is essential. On this page, you’ll find appropriate branding guidelines and media assets, including logos, brand color palette, typeface, and more.
Logo & Icon
Primary Logo
We are very proud of our logo, and we require that you follow these guidelines to ensure it always looks its best. Our logo is the combination of a simple and modern wordmark with the icon.
The cornerstone of our branding is the iQmetrix logo – consisting of two elements:
Symbol - The symbol is bold and well established. It is very simple, but structural and carries the message of reliability and security. In addition, it has a strong anchor – the letter Q – to carry branding through to the products, services, etc.
Wordmark - The wordmark is based on Museo Sans font with custom slab serifs on the i and x. The Q in the wordmark is a circle that visually connects with the symbol.
Secondary Logo
A non-stacked, linear version of the logo can be used in limited-space layouts, such as the Download Logo navigation bar.
Icon Logo
In cases when the iQmetrix brand has already been established, we simply use the icon on its own. While the icon can exist without the wordmark, the wordmark should never exist without the icon.
While our primary logo is Black on White, we use a Turquoise or White logo on dark or photo backgrounds.
Logo Misuse
It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, colour, and composition should remain as indicated — there are no exceptions.
Do not use the old version of the logo. Do not distort or warp the logo in any way. Do not outline or create a keyline around the logo.
Do not rotate the logo. Do not change the logo colour. Do not change the typeface nor recreate or manipulate the wordmark and the icon.
Our Colours
While our primary logo is black on a white background, turquoise and fuchsia are our primary colors. It is the dominant gradient used in our communication and design elements.
In addition to black and white, we use a range of illustrative colors to attach some fun and vibrancy to our brand.
Gradient
#20F6FF - #FF20FD
Turquoise
#20F6FF
Sky
#17BAFF
Fuchsia
#FF20FD
Coral
#FA3A56
Violet
#8147BC
Photos and Textures
Humans
We use lifestyle imagery with color filters to add more human and authentic moments to our brand. Our photography and video features real people and great experiences.
We use diverse images in our brand to send a clear signal to the industry that our company holds diversity and inclusion at our core. Diversity to us includes different races, gender identity, age, sexual orientation, culture, abilities, perspectives, and more.
More than just mere representation of diversity, we aim to show individuals as human first.
Textures
We add an extra layer of meaning to our designs by using various textures.
This allows us to create illusions and alter the look and feel of an image. Textures can make the images feel lighter, imply a sense of floating, convey speed, reflect growth, and more.
Typography
We use the typeface Museo and Museo Sans. Our chosen typography allows for a consistent style and appearance of text throughout our brand communications, reflecting our brand personality traits. We use heavier, larger versions of these fonts for headings, and lighter, smaller ones for body copy.
