1. Graphic Identity
Graphic identity is the visual representation of a brand—its history, culture, missionanvalues. Clear, consistent use of a Brand's graphic identity reinforces the Brand's reputation throughout the world and provides cohesiveness across our many communications efforts. This site outlines the appropriate use of the EXP. graphic identity—the colors, logos, typography, layouts and applications in print and digital media.
1.1 Colors
Color is a fundamental element of EXP.®'s graphic identity. The strongest brands can induce a feeling simply by the brand color, without even the display of a logo. (e.g. Red for Coca-Cola, Yellow for McDonald’s, Green for Starbucks.)
Everytime you use EXP.'s official colors in your communications, you reinforce your connection to the brand.
1.1.1 Primary Colors
EXP.'s core color is 'Grayscale'. It symbolizes the progress from confusion to clarity, beginner to mastery. It is not that we do not embrace color, rather it is because we are at once absorptive and expressive, that we absorb all colors (black), and we emit all colors (white).
1.1.2 secondary Colors
EXP.’s secondary color is a set of color sampling from the natural world. The subjects chosen were light/shadow, wood, skin and greens, all of which also make up the material palette of EXP..
1.1.3 Sampling Colors
EXP. celebrates diversity. Therefore, sampling color is a way to bring the diverse colorful world into our language. This set of color is varied, flexible and subtle. You may use this in cases where the concept of the design is very strong and warrants an extension to our primary and secondary palette. Below are two examples of sampling palettes.
1.1.4 Invisible Color
Black-on-black and white-on-white are often employed at EXP. The subtle changes in reflectivity after the print on a material of the same color gives out a mysterious, subtle tone about the design. Like discovering some secrets about one's partner, the discovery of the texts and graphics is a process that makes it a part of the memorable, intimate experience.
1.2 Logo
Built upon the foundation of EXP.
The EXP. brand is the core identity of Space is Ltd. And the EXP. logo—the short-hand representation of that brand—is the most recognized graphic identifier. By using the EXP. logo in your department’s identities and communications, you send a message: you connect with the power and promise of EXP. As the primary graphic symbol for EXP., the EXP. logo must appear on all communications, including websites, print publications, stationery, and signage. You can connect your organization to EXP. in many ways, with a range of approaches to match your goals.
In this section we will be using the EXP. brand as an example to illustrate Rule-of-Thumbs of ABC, that shall persists in all of the other [Brands] by EXP.®
Treat a logo as logo.
Logos often come in two types, Logo-mark and Logo-type. Both of these are logos, and the usage of which logo depends on whether we want our users to 'perceive' the logo, or to 'read' the logo. For the most parts, in our home-grown branded productions, we shall use the Logo mark, as the name of the Brand would likely have been mentioned and communicated various times through copy. On the other hand, as a partner or 3rd party display, the logo-type shall be used to communicate more directly the name of the brand, until such day that the logo-mark is so well recognized (such as Apple / Nike) that the Mark itself would be powerful enough to stand-alone in third party environments.
Note that our logo is a graphic element, not text, and should not be used in place of the letters of the [Brand], e.g. ”EXP."
logomark
Logotype
Make the logo visible.
Although it might be legible at a smaller size, the logo will lose definition and impact if it’s reproduced any smaller than the sizes provided on our logo version page.
Extensions.
The EXP. logo is designed to be used as part of logos for high-level initiatives (e.g., by EXP., EXP.OS, EXP. Journeys, EXP. Learning). These instances are subject to approval by the Office of EXP.is (Global). All pre-approved usages are already stored in the brand assets folder found below. Any logo that incorporates the EXP. logo without permission will need to be immediately removed / modified.
1.2.1 Logo Placement
Balance is an essential feature of good design. Graphics, imagery, and text must all be balanced so that each element is able to speak clearly. If you give the logo a distinct presence in the design, it will have greater impact and won’t distract from other messages you wish to communicate.
Clear area around a Brand logo:
When using any ABC logos on its own, leave at least 4 "X" widths on either side and at least 4 "X" widths above or below so that it does not appear connected to other text or graphics. In some cases, you may need to add more space for visual balance.
In the following we shall be using the 'SLEEEP' brand as an example.
1.2.2 Usage
Do
Don'T
These examples cover some of the common scenarios of logo usage. If you encounter a situation that could not be resolved by the rules or referencing these examples, please contact xd@exp.is with the use case details for an official solution.
1.2.3 Logos Version
EXP. logos are available for download in sets that are optimized for use in the following three categories: Word Processing documents, digital and offset printing, and web and mobile sites.
Which logo set should I use?
Word Processing Documents (Microsoft Office / Apple Pages) (.png)
- Use with Microsoft Word, PowerPoint, or Excel.
- This set contains .png files with a resolution of 150ppi (pixels per inch).
- These files may lose quality when enlarged.
Digital and offset printing (.eps)
- Use in documents and collateral that will be professionally printed.
- This set contains .eps vector files that are compatible with publishing software, such as InDesign and Illustrator.
- These logos can be resized without loss of quality and edited for color using Illustrator.
Web and mobile (.svg)
- Use for browser display on all devices.
- This set contains .svg files in all colors in two sizes, including an all-white rollover state.
- Use the logos only at the two provided sizes.
1.2.4 Peripheral Logos
Besides the EXP. core logo, there are a few series of symbols that each make up the unique, total experience under EXP., be that for different locations, experience types, or the many different roles that create this together.
Basics
- The fundamental units. Logotype, Logo-marks
Ecosystem
- SLEEEP, FUUUN, DREEEM Lab, GOOODs etc.
Locations
- Gough, Shrine, CWB, Fujinomiya etc.
Roles
- XO, XE, XD, XC, H/O etc.
Infrastructures
- EXP.OS, R.E.M., SLPer, ROOOM etc.
Topics
- Experts, EXP. Social
1.2.5 Outside EXP.
Thank you for your interest in using the EXP. logo.
- If you are a licensed EXP. merchandise vendor who would like to use the logo on EXP.-branded merchandise, please contact xd@exp.is.
- If you are an approved design vendor working on behalf of EXP., email xd@exp.is. Please specify your EXP. contact person and the project you are working on.
- If you are an outside organization wishing to use the EXP. logo, all requests must go to EXP.'s Use of Name Office to obtain permission: xd@exp.is.
- If you are a EXP. member who would like to use the logo for member club activities, please email xd@exp.is
1.3 Typography
1.3.1 FONTS
EXP. has three official fonts and three back-up fonts for expressing all the diverse messages being communicated at the brand.When choosing a font for your communications, consider one that fits the personality of your design, the messages you are writing about, and the tone you are using to communicate those messages. A well-crafted page is the result of a successful choreography of writing, design, images, and typography.
Primary Fonts
DIN Light / Regular / Bold
Letter Gothic Medium / Slanted
Adobe Garamond Regular / Bold
Secondary (Web) Fonts
Montserrat
Noto Sans
Inconsolata
1.3.2 HIERARCHY
Typographic hierarchy is a great way to help with readability hence the 'reading user experience'.
Typography Hierarchy (Adobe Illustrator)
For Adobe Illustrator, please open the file and copy the whole set of texts and place them into your working file, outside of the art board(s). Then use the eye dropper tool to assign the exact typography settings to the applicable texts.
For Adobe Indesign, simply import all of the character and paragraph styles and use them accordingly.
1.4 Icons
EXP. has its semi-original set of icons, responding to its minimalist aesthetics. We call this the Simple Pictograms Icon Set (SPIS: 'Spice')
1.4.1 Usage
Icons can be applied to print, digital, motions, and signage. They are an integral part of a brand. Please use them exclusively. Icons from other icon sets shall not be used in EXP.'s publications.
1.4.2 Extension
Over the years we have grown our icon set to a comprehensive collection. That said, additional icons will be necessary from time to time. When such cases arise, icons extensions request must be made.
In order to ensure brand consistency, icons extensions must be done by the branding team. Please email the use case, need and turnaround time to xd@exp.is
1.5 Layouts
1.5.1 Images
Image Layouts come in 3 main structures: Bleed, Frames, and Free-flow.
1.5.2 Texts
Coming Soon.
1.5.3 Shapes
Shapes in 2D translates into our 3D products and spaces, and vice-versa. This continuity builds out the brand experience in powerful, subconscious ways.
1.5.4 social media
Combining images, texts and shapes, we now apply these techniques to a common usage of producing graphics for social media, most notably, Instagram.
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