Introduction

Overview

Welcome
↦ Introduction
Overview
Brand Proposition
↦ Design System
Mission

to our
Logo
Values
Color
Tone of Voice
↦ Design System
Logo
Color

new brand
Typography
Graphic Language
Photography
Grid
Applications
↦ Contact

We’ve brought new life to our brand with

a fresh design system, vibrant color palette,
clean typographic style, and a fun graphic
language that speaks to our mission with
loads of personality.
Handshake
Brand Guidelines 1
 Introduction
-

↦ Introduction
Overview

Project
↦ Design System
Logo
Color

Info Session
Find Your Next Job
Mentor
Coffee Chat
Success
Interview Tip
Opportunity
Handshake
Brand Guidelines 2
Industry
 Design System
Logo

Logo
↦ Introduction
Introduction
Overview
Overview
Our Brand Proposition
↦ Design System
Our Mission
Logo
Our Values
Color
Our Voice
↦ Design System
Logo
Color
Typography
Graphic Language
The Handshake logo is the official
Photography
Grid
signature of the Handshake brand.
Applications
↦ Contact
Our logo is confident, simple and
trustworthy.

Handshake
Brand Guidelines 3
 Design System
Overview

↦ Introduction Main Logo ¬

Overview
↦ Design System
Logo
Color

Download full logo package

* This chapter outlines the principles

behind the logo and describes how to
use it to represent Handshake in the
most powerful and engaging way.

Handshake
Brand Guidelines 4
 Design System
Positive & Negative

↦ Introduction Black (Positive) ¬

Overview
↦ Design System
Logo
Color

* For maximum impact, we only use White (Negative) ¬

our logo in black or white. On light
backgrounds, only use the positive
logo, and on medium and dark
backgrounds, you can use both as
long as there is enough contrast.

Handshake
Brand Guidelines 5
 Design System
Logo on Colors

↦ Introduction Light backgroud

Overview Black logo (positive) ¬
↦ Design System
Logo
Color

* Our logo is designed to work across Medium/dark background

a vibrant color palette (see Color, White and black logo (negative & positive) ¬
p.xx) The positive and negative logo
should be paired with a Handshake
color, as illustrated below. On light
backgrounds, only use the
positive logo, and on medium and
dark backgrounds, use the negative
or positive logo.

Handshake
Brand Guidelines 6
 Design System
Logo on Photography

↦ Introduction Black Logo (Positive) ¬ White Logo (Negative) ¬

Overview
↦ Design System
Logo
Color

* To aid the visibility of our Logo, make

sure to not place it on any busy
background areas. This is especially
important when using photography.

Handshake
Brand Guidelines 7
 Design System
Clear Space

↦ Introduction Clear Space ¬

Overview
↦ Design System
Logo 2X
Color

x = height of x

* There should always be as much

clear space around our logo as
possible. To give it the space it
deserves, all other graphic elements
must remain a minimum distance
away, as illustrated below. X =
minimum clear space on all sides.

Handshake
Brand Guidelines 8
 Design System
Improper Usage

↦ Introduction DO NOT DO NOT DO NOT

Overview Distort or rotate it ¬ Use other typefaces to recre- Applay shadows or any effect ¬
ate our logo ¬
↦ Design System
Logo
Color

Handshake

DO NOT DO NOT DO NOT

Change our logo colors ¬ Outline our logo ¬ Place our logo on any busy
background areas ¬
* On this page there are examples of
what not to do with our logo.

Handshake
Brand Guidelines 9
 Color
Overview

Our
↦ Introduction
Introduction
Overview
Overview
Our Brand Proposition
↦ Design System
Our Mission
Logo

colors
Our Values
Color
Our Voice
↦ Design System
Logo
Color
Typography
Graphic Language
Photography
Grid
Applications
↦ Contact Our vibrant color palette infuses the
brand with personality, conveying a
sense of excitement. The distinctive
extended palette gives the brand
room to breathe while fresh pops of
color give us license to be bold. We
can stand out as easily as we can
step back.
Handshake
Brand Guidelines 10
 Color
Primary & Secondary

↦ Introduction Primary ¬
Overview
↦ Design System
Logo
Color

HS Red ¬ HS Cyan ¬ Black ¬ White ¬

PMS Warm Red C PMS 3262 C CMYK 0 0 0 100 CMYK 0 0 0 0
CMYK 0 88 79 0 CMYK 57 0 24 0 RGB 0 0 0 RGB 255 255 255
RGB 250 66 59 RGB 84 212 209 HEX #000000 HEX #FFFFFF
HEX #fa423b HEX #54d4d1

* A fresh, vibrant and reliable color Secondary ¬

palette that feels optimistic and
energetic.
Our two primary colors are bold
and distinctive. We have a new,
energetic Handshake Red along
with Handshake Cyan that tonally HS Pink ¬ HS Blue ¬
extend the palette in a balanced PMS 217 C PMS 7455 C
yet flexible way. CMYK 6 30 0 0 CMYK 90 71 0 0
RGB 232 189 217 RGB 41 89 171
HEX #e8bdd9 HEX #2959ab

Handshake
Brand Guidelines 11
 Color
Pairings

↦ Introduction
Overview
Text Text Text Text Text
↦ Design System
Logo
Color

Text Text Text Text Text

Text Text Text Text Text

Text Text Text Text

* In order to achieve the best look

for our brand, color pairing is an
important factor. We recommend Text
selecting from the pairings
in this page.

Handshake
Brand Guidelines 12
 Color
Improper Pairings

↦ Introduction
Overview
Text Text Text Text Text
↦ Design System
Logo
Color

Text Text

Text

Text

* There are a selection of color

combinations that we recommend
against using. These pairings do Text
not have enough legibility or impact,
and may create misleading design
brand communications.

Handshake
Brand Guidelines 13
 Color
Improper Usage

↦ Introduction DO NOT DO NOT DO NOT

Overview Use Gradients ¬ Use colors that are not in our Adjust the opacity of the
brand palette ¬ color palette ¬
↦ Design System
Logo
Color

DO NOT DO NOT DO NOT

Use only grayscale ¬ Use black as a Use colors combinations that
background color ¬ have bad contrast ¬
* There are a selection of color
uses that we recommend against
using. These pairings do not have
enough legibility or impact, and may
create misleading design brand Text Text
communications.

Handshake
Brand Guidelines 14