Brand Identity and Style Guide презентация

PURPOSE
A brand is the collective experience people have with GGV. It is defined by how we behave, what we say, and how we present ourselves.
A part of the brand is the brand identity or the collection of all the graphic elements, including the logo, that comprise a brand’s unique presence and aesthetic to the public. It’s what makes a brand get noticed and creates the feeling(s) or impression that GGV wants to communicate visually. At GGV, the role of the brand identity is to:
Focus attention – bring our message, our content, our story to the forefront
Communicate not decorate – support the purpose of our content and make the elements easy to use
Unify GGV globally – ensure cohesive look/feel that supports GGV’s one fund/one team approach
The style guide provides a few simple rules to help you use our branding elements to communicate about GGV most effectively and includes examples of how to keep the brand’s look – colors, fonts, etc. consistent across all applications globally.

WHAT HAS CHANGED
Wordmark (logo)
The GGV Capital logo has been updated to a more contemporary, less corporate look by removing the two-tone blue coin (also referred to as ”the Chop”). The wordmark will remain the same but the blue coin will no longer be used in any form. The rationale for making the change is that coin reference is outdated given the ubiquity of online payments and the circle cut-out does not reproduce cleanly in designs, give-aways and other materials.
纪源资本
The wordmark is the singular unifying symbol for GGV. The wordmark is a recognizable and highly visible brand asset, and it is important to consistently apply in all geographies. As such, the logo will not include the Mandarin name
"纪源资本.” However the Chinese name, may be used in a font style (Helvetica, Gotham) below the wordmark, centered or left-aligned in relevant situations such as name cards and RMB fund materials. The intention is not to downplay the Chinese name but rather to unify all offices under a single global mark based on branding best practices.
Monogram
We have added a new monogram that can be used in social media, WeChat and instances where the wordmark would be too small to have impact.

UNIFYING COMPONENTS
Three components serve to unify the global brand identity for GGV. These components should be always be used together to create a clear visual pattern and cohesive global impression. This approach will provide the flexibility required for localization but ensure a consistent look/feel.
This standard also applies to content/community platforms such as EvolvingX, Founders+Leaders and 996 as well as specific programs such as GGVoice, master classes and more. Depending on the application, a fifth color from the secondary palette may be introduced to appeal to a certain audience but it must be used in conjunction with the three elements above. The goal is to ensure that all content programs, invites and others materials look like they belong to the same family – each unique but carrying the same DNA.
Roboto
Monserrat

LOGO
The GGV Capital logo is a wordmark. It is an important expression of our brand identity and should not be distorted in any way or redrawn when applied to communications. Because the wordmark is such a recognizable and highly visible brand asset, it is vital that it is always applied consistently. To maintain the size and proportion, the logo should be treated as an image file and not self-created.
Primary Usage: Our logo is the color coal (HEX #2F3131) and is designed for use on white or light colored backgrounds.
In instances where the background is dark, the logo may be used in white.

CLEAR SPACING & POSITIONING
The wordmark should always be surrounded by generous white space. The diagram below defines the minimum amount of clear space needed, which is based on the x-height in the wordmark.
In instances where the GGV logo appears next to other logos such as an event sponsor, no other logo should over power the GGV logo or have more prominence than the GGV logo.
Wordmark. Minimum digital size: 20 pixels (height)

The logo should also be always used as a high resolution file. It should not be self-created using fonts or other typefaces. These examples illustrate incorrect uses of the logo.
LOGO MISUSE
Do not distort proportion
Do not slant or skew
Do not shadow or apply
graphic filters
Do not change the color
Do not use style treatments
Do not outline
Do not change the
characters or add a tag line
GGV CAPITAL
GGVCAPITAL
Do not alter font, spacing
or self-create
Do not abbreviate

GGV has a number of content/community platforms (996, Founders+Leaders, EvolvingX, etc.) that should follow the three unifying components outlined in this style guide.
The logos or marks for platform must appear within the same screen view as the GGV logo. The letters “GGV” should not be used as a tag line or sub-title. An example is shown below.
GGV CONTENT & COMMUNITY PLATFORMS
Correct logo usage
with Platform brand
Incorrect logo usage
with Platform brand

“GGV” is not a replacement for the name of the firm.
”GGV” may be used as part of a program or platform name but must adhere to the following guidelines:
Follow this style guide in use of colors and fonts.
“GGV” must always be in bold, all caps with the rest of the program name in non-bold, lowercase and immediately following the “GGV” letters with no spaces in English and Chinese. “GGV” should not be italicized or slanted. This ensures that “GGV” is emphasized in all materials. For example: GGVconnect.
The program name must be consistently applied and should not appear in different formats or typefaces.
GGVxxx may not be part of an image.
GGVxxx is not a replacement for the GGV logo.
The wordmark (logo) must appear within the same screen view as a GGVxxx program name.
NAMING WITH “GGV”

MONOGRAM
Our monogram is a reduced form of our wordmark. It should only be used when the wordmark is too small to achieve maximum impact. For example, as a favicon or the center of a WeChat QR code. The minimize size for use as a favicon is 32x32 pixels.
The monogram should not be changed or distorted in any way. It should be used as image file and not self-created.
The monogram is a coal gray HEX #2F3131 square with ”GGV” in white type. It does not include the word “capital.”
Discretionary Use
In rare cases the background of the monogram may be changed to reflect a special situation or cultural celebration such as Chinese New Year, Gay Pride, etc. These special cases must be approved by the global GGV Marketing team.

MONOGRAM USE
The monogram should only be used in instances where the wordmark does not fit.
The examples shown here illustrate the correct use of the monogram.
These examples illustrate the incorrect use of the monogram.
As a favicon
For WeChat
For Social Media
Not a replacement for the wordmark
No color change of typeface or background

COLOR PALETTE
HEX #426E86
HEX #F9BA32
HEX #F8F1E5
HEX #2F3131
Slate Blue
Emperor Yellow
Bone White
Coal Gray
HEX #82ABC2
HEX #315364
HEX #FBD684
HEX #DA9704
HEX #FBF7EF
HEX #BCB09A
HEX # 7F7F7F
HEX #232525
Primary: these colors should be used for all brand related materials.
Secondary: these colors may be used when additional accent colors are needed, for example with charts in powerpoint presentations, sub-brands, etc. They are not meant as standalone colors and must be used in a supporting role in conjunction with the primary palette, logo and fonts.
HEX #99CC33
HEX #36CCCC
HEX #FF0066
HEX #FF5349

FONTS
Body Copy: Roboto
The official font for text in any document, web page or other materials is the Roboto family, a free font. For professionally printed materials, it is recommended to use Helvetica. It can be purchased at www.linotype.com.
Headline Font: Monserrat
The Monserrat font family is used primarily for headlines. It is a free font available on PCs and Macs. For professionally printed materials, it is recommended to use the Gotham family. It can be purchased at at www.typography.com.
Roboto Condensed
Roboto Regular
Roboto Black
Monserrat Light
Monserrat Medium
Monserrat Black

ICONS
Consumer/
New Retail
Enterprise/Cloud
Frontier Tech
Social & Digital Media
Internet Services

FINAL NOTES
Tag line
GGV does not have a tag line. The vision statement, “Fuel the Dream,” or other similar sentiments such as “One Team Two Markets” should be used separately from the logo and monogram, and should not give the appearance that it is a tag line.
Employee-only events
Materials, giveaways and other communications intended for internal employee events such as a New Year celebration or company offsite should adhere to the style guide. As a standalone event, it is acceptable for an internal event to have its own look or theme such as the palm tree used for the Hawaii offsite but it must adhere to the three unifying elements of the brand identity (page 4).
Fuel the Dream