For more information regarding the use of these elements or to request additional assets, please contact the rhipe Brand & Communications Team: communications@apacstaging.crayonchannel.com
Our Logo
Our primary logo is the Hero rhipe Orange logo. Please use this wherever possible. Alternative rhipe logos are only to be used for situations where the Hero rhipe logo is not clearly legible.
Alternative rhipe logos have been created in rhipe grey, solid black and reversed (white). Grey or black versions are interchangeable, depending on which version will give the best legibility.
A clear space around the rhipe logo has been introduced equal to the width of the letter ‘e’. This rule scales proportionally as the rhipe logo size changes, with the minimum size being 10mm in width.
The rhipe logo should never be presented at a size smaller than 20mm in width. This is to ensure the integrity and legibility of the logo is maintained at all times.
- Don’t use previous versions of the logo
- Don’t alter, rotate or modify the logo
- Don’t animate the logo.
Logo Lockup with Tagline
An alternative version of the rhipe logo, our lockup utilising both the logo and our tagline is available for some applications.
This lockup should be used particularly in first-touch instances of our brand – namely campaigns, downloadable content and other instances where it’s important that we demonstrate our value proposition.
Alternative versions of the logo lockup are only to be used for situations where the Hero rhipe logo is not clearly legible. Grey or black versions are interchangeable, depending on which version will give the best legibility.
The spacing of the lockup is fixed and should not be altered. The width of the ‘e’ in rhipe forms the space between the logo and tagline.
All spacing and minimum size requirements for our logo apply to our logo lockup.
The Tagline
An alternative version of the rhipe logo, our lockup utilising both the logo and our tagline is available for some applications.
This lockup should be used particularly in first-touch instances of our brand – namely campaigns, downloadable content and other instances where it’s important that we demonstrate our value proposition.
Alternative versions of the logo lockup are only to be used for situations where the Hero rhipe logo is not clearly legible. Grey or black versions are interchangeable, depending on which version will give the best legibility.
The spacing of the lockup is fixed and should not be altered. The width of the ‘e’ in rhipe forms the space between the logo and tagline.
All spacing and minimum size requirements for our logo apply to our logo lockup.
Vendor & Partner Logos & Co-Branding Lock Ups
We do not alter our vendor’s or partner’s logos. They are shown in full and in colour where required.
We make sure we place their logos on single-coloured backgrounds that allow us to follow their guidelines for use.
Vendor and partner logo lockups should be placed in the most prominent position on the page, either top left or bottom right.
We use a standard logo lockup when co-branding any material with our vendors or partners. The space between the two logos is the size and height of the rhipe ‘e’.
The line used in the partner logo lockup is set to the height of the top of the ‘h’ character in the logo and the length of the ‘p’ character in the logo as shown. This line is set to 3pt wide when the logo is 100mm wide and this line should be scaled relative to that size.
Contact the brand guardian via communications@apacstaging.crayonchannel.com for access to our co-branded lockups.
Colour Palette
Use the rhipe colour palette as block colour, use sparingly and allow for lots of white space to not oversaturate a page.
Can be used as tints in increments of 10%.
Always use black copy and logos on-brand colours that may not reverse out well with white typography, in particular rhipe Lemon.
Where possible try to avoid using two colours over each other.
Colour Gradient
A brighter, deeper and more vibrant evolution of the rhipe gradient.
This gradient is created by setting #F6931D at location 0%; and colour #EE4136 at position 100%. Set the gradient slider (if applicable) at position 50%. There is no angle in the gradient.
Always use sparingly such as a page divider, print banner, website footer, digital banner or film end frame.
Offset cloud pattern. Part of an approved suite.
We have created a suite of cloud gradient illustrations for use. A perfect evolution of the rhipe graduation, incorporating subtle cloud gradient illustrations.
Contact the brand guardian via communications@apacstaging.crayonchannel.com for more information.
Fonts: Universal Typeface
- Always use Noto Sans for all typography throughout our brand
- Use Noto Sans in digital instances and translations of the website
- Use different font weights and capitalisation to draw attention to key words or phrases
Use bold, italics and underline treatments to draw attention to key words or phrases.
Supporting Typeface
Visby is recommended as a secondary headline font to be used sparingly for key words or short headlines in conjunction with the Noto Sans family. It is round and compliments the visual language established for rhipe.
We understand that the typeface may not be available to you at all times and suggest the following options to be used in support:
Noto Sans:
Regular / Bold
Imagery
Our brand imagery is people-centric. It is business partnerships focused in a collaborative manner from the meeting room, brainstorm sessions to clients interacting with the cloud. Always natural and never staged. They should be confident and have a purpose. Choose imagery that reflects our diversity and culture.
Guidelines for choosing images:
- Choose images from specific photographers (e.g. GaudiLab and Jacob Lund as shown here) to give a consistency of light, tone + image style
- Focus on diversity in all images and not just in the background
- Focus on a young, fresh dynamic
- Focus on warm tones in images
- Collaboration should be where we can, but we are not afraid to show people working remotely
- We are not afraid to show paper in our images – but primarily the work we do is digital
- Subjects are not looking down the barrel of the camera – we are observing them
- Our images are natural and not staged
Stock imagery should not be in black and white, it should be shown in colour.
Contact the brand guardian via communications@apacstaging.crayonchannel.com for stock imagery.
Shape Components
A suite of shape components, including the Circle, Exponential Curve, Lozenge and Cloud, form the architecture of our visual language.
They can be used as block colour and image areas to create patterns throughout our communications, for both print and digital applications. Can be outlined, filled with brand colours to embellish our campaigns and charts.
The suite is available as a collection of PNGs for PowerPoint presentations to add life to documents. Don’t overpopulate your designs with shapes. Leave plenty of white space for a minimal look and feel. These are also ideal for animations.
Creative Examples
Campaign key visuals in their simplest form.
If there is concern about the legibility of copy over your image, please apply a subtle gradient to ensure legibility. To create this effect:
- Create a box over the image in colour HEX #1a232c
- Use the InDesign gradient tool and draw from the center of the box to the right-hand side
- Alternatively, duplicate the gradient effect from the case study template to ensure its accuracy.
Trade Show
The visual language adopted graphically translates to a broader brand experience and recognition through all touch points including exhibition stand architecture, lanyards and trade show banners.
Banners
Apply the exponential curve with various treatments to all kinds of banners across the rhipe messaging types.
CORPORATE MESSAGING
rhipe corporate messaging utilises our brand orange heavily. We can incorporate our brand icons and highlight our people in these banners. This style can be used for ASX announcements, promoting our own services or recruitment banners and general corporate messages.
EVENT-SPECIFIC
For events, choose an abstract image as the key branding element for that event. You can incorporate the exponential curve if it looks appealing in this level of banner, but it is not required. Where the webinar relates to a campaign, the imagery should follow the overall campaign identity.
CAMPAIGN MESSAGING
For vendor co-branded campaigns, please use more general-coloured backgrounds – stick to our brand greys, navy, black and charcoal. This allows us to showcase vendor logos in their brand colours and creates differentiation from corporate and partner messages.
