visual manual 2024

Brand

Guidelines
The standards and rules that the organization uses to maintain brand consistency across channels
Content 01 Logo identity
Logo variations 04
04 Imagery
Photography 21
Logo construction 05 Iconography 22
These guidelines are your introduction to Logomark construction 06 Elements & patterns 23
how we can use the visual identity. They
are a call to action to align our creative Logo Safe Zone 07
work and bring a new focus on our 05 Templates
connected visual identity system. Full-color Logo 09
Monochrome Logo 10 Google Slides 27
Prohibited Usecases 11 Social media 28
Video Call Backgrounds 29
02 Color System
06 promo materials
Primary & Secondary colors 14
Neutral colors 15 Business cards 31
Color usage 16 Custom pens 32
Notebook 33
03 Typography Cup 34
Web fonts 18 T-Shirt 35
Logo & alternative fonts 19 Sweatshirt 36
Bag 37

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visual manual Brand Guidelines 2024

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Logo
identity
Logo horizontal (standard)

variations We recommend to use this layout for any

purposes.

It is recommended to use the exact

logo from this file to maintain the
original proportions. The logo font
should not be altered in any case. vertical (alternative)
When the primary logo doesn't fit your
composition, use the vertical lockup.

Logomark (alternative)
If it is not possible to use the full logo, you
can use our unique logomark separately.

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Logo
construction logo

The logo contains the logomark and the

logotype. Both elements were placed with the
precision to size and proportionally fine-
tuned.
a a/2.6

b b*3.5

logomark logotype

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logomark

construction
The visual identity relies heavily on the effective
use of shapes and geometric elements. If the logo
contains simple shapes, it is easier to remember.
Our logo is based on a circle and smooth lines. 

The symbolism of the circle is associated with
completeness and infinity.

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Logo Safe
Zone
It's important to maintain proper spacing around x x
the logo to avoid overcrowding. Additionally, the
use of whitespace keeps the brand feeling clean.

Our logo should always have space to breathe. 
 x

We call the space around our logo the "red zone."
Please avoid placing any elements within this
1.6x
area.

3.75x

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Logo Safe
Zone
x x

It's important to maintain proper spacing around

the logo to avoid overcrowding. Additionally, the x
use of whitespace keeps the brand feeling clean.

Our logo should always have space to breathe.

We call the space around our logo the "red zone."
4.2x
Please avoid placing any elements within this
area.

4.2x

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Full-color
Logo
On light backgrounds, use our full-color logo.
On dark backgrounds, use our full-color logo
with white text.
On darker-colored backgrounds, use our white
logo.

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Monochrome
Logo
Sometimes, due to production costs, only one
ink color is available. In this case, the logo
must be reproduced "in a single color.

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Prohibited
Usecases jetruby

To ensure the logo remains recognizable and

consistent in style, it is recommended to use
Do not resize or change the position of the Do not use any other font, no matter how close it
the graphical display of the logo from this file.

logomark might look to Jetruby

Do not re-create it or edit it. Do not use a
different color scheme, disproportionate
transformation or rotations

Do not squish or squash the logo. Any resizing must Do not squish or squash the logo. Any resizing must
maintain its proportions maintain its proportions

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 Don't change brand colors Don't skew horizontally Don't skew vertically

Don't rotate Don't use strokes Don't use the logotype separately

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visual manual Brand Guidelines 2024

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D

Color
Smash
ing Pum
Primar pkins
y

6 6 F F
#33 rine Blue
a
Ultram

System
e c o n dary
S
Primary & Primary Color Opacity 80% #FF784A Text color

Secondary #FF561D
Smashing Pumpkins #FF9A77
#111111
Onyx
colors
Opacity 60%

Opacity 40% #FFBBA5

RGB 255, 86, 29 RGB 17, 17, 17

Primary colors help consumers quickly identify a
CMYK 0%, 76%, 87%, 0% Opacity 20% #FFDDD2 CMYK 79%, 70%, 62%, 89%
brand. These colors are incorporated into a
company’s logo. Use gray and its tints to display
text or make definitive accents. Use primary orange
for buttons, small accents, and small amounts of Secondary Secondary Secondary

text.

#3366FF #6699FF #0033CC

Secondary colors highlight and complement the Ultramarine Blue Cornflower Blue Blueberry Blue
primary colors. While you can have an infinite
number of secondary colors, we suggest limiting
the color palette to aid recognition and Secondary Secondary
consistency.

#0033CC #FF9900
It is advised to use the provided color codes in the RGB 255, 86, 29
Blueberry Blue Orange Peel
appropriate media. However, some changes to the CMYK 0%, 76%, 87%, 0%
codes are allowed if they are more suitable for the
specific task.

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RGB 255, 86, 29 RGB 255, 86, 29
Neutral colors
#E9ECF0 245, 245, 245
The neutrals are complementary colors. Use them Dawn Pink 3%, 2%, 3%, 0%
to support the primary and secondary colors.



It is advised to use the provided color codes in the

appropriate media. However, some changes to the
codes are allowed if they are more suitable for the
specific task.
#F6F7F9 248, 248, 248
White Lilac 3%, 2%, 3%, 0%

#FFFFFF 255, 255, 255

White 0%, 0%, 0%, 0%

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Color Usage
Primary and secondary colors should be used for
dominant elements, while neutrals might serve as
20%
backgrounds.

Use the primary color (orange) sparingly to

highlight elements or in call-to-action buttons. Use 10%
the primary color (dark grey) for text. Use
secondary colors in illustrations, UI screens, 40%
callouts, etc.

We recommend adhering to color ratios in projects;

however, depending on the project, this
recommendation can be deviated from.
30%

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 аА
v i s ua l m a n ua l B r a n d G u i d e l i n e s 2 0 2 4

/03
Typography
 Poppins
web fonts Primary font for headings

Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii
These modern web fonts are characterized Jj Kk Ll Mm Nn Oo Pp Qq Rr
by good contrast and readability. They also
have a free license for commercial use, Ss Tt Uu Vv Ww Xx Yy Zz
which makes them safe to use. You can use
them in your products and projects—print 01 02 03 04 05 06 07 08 09
or digital, commercial or otherwise.

Download Poppins
Golos Text Secondary font for texts

Aa
Download olos
G

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
01 02 03 04 05 06 07 08 09

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Logo &

alternative
fonts
note
When creating such
For more type diversity and overall brand
characters, only the Jetruby
presentation it is advised to use
brand pattern should be used.
alternative characters in some cases. The direction of the motion
should always be positive (up
or from left to right). For
Download Houschka font example, using this effect on
the letter "E" is prohibited.

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visual manual Brand Guidelines 2024

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Imagery
Photography
When you use images in your projects
please check the license.
Use these sites to find free commercial
licensed images:
unsplash.com
pexels.com
pixabay.com

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Iconography Light / Border

The icon set uses smooth lines and flowing

line endings. The icon style extends the
idea of a fast and flowing Jetruby logo,
making the logo and icons work really well
together.



The best option is to use the icons with

plenty of white space around each
individual icon.

Use these sites to find free commercial

licensed icons:

loon.site
remixicon.com

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Elements &

Patterns
Circle The Flow
The circle symbolizes simplicity Using the circle as a base, the flow
and perfection. It is also a is an evolution of the circle,
universal symbol and can be created by moving the circle in a
applied in many different line. It can be used as a basic
The most basic and simple element of the situations. All of the more complex graphical element in bullet lists,
Jetruby brand is a circle.

 patterns in the JetRuby brand are as a graphical attention drawer
built based on a circle. where needed, or as a mask for
The most popular element is the flow. photographic and other elements.
Because of the Jetruby logo, which is fast
and fluid, the flow is the most fundamental
representation of the overall brand. 

 The Fluid Wave
A more complex pattern, which utilizes the The fluid can be used to create Waves symbolize fluidity,
two previous patterns, is the fluid. large graphical elements for transformation, and dynamism.
backgrounds, large image masks, Waves can be used to create large
stylish brand elements and much graphical elements for
more. The fluid is built using the backgrounds, large image masks,
flow elements and a circle element stylish brand elements, and much
for the negative space. The fluid more.
can be used horizontally or in a 45
degree angle.

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Elements &

Patterns

Use patterns based on basic elements.

Examples of patterns are presented on the
following slides.

#1 logo pattern

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 #2 circular pattern #3 circular pattern

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visual manual Brand Guidelines 2024

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Templates
Google
Slides
Use the pre-made template to create a
presentation.

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social
media
Social media platforms have become an
integral part of today's marketing
environment. 


They play a significant role in maintaining
business connections and engaging with
both current and potential customers.

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Video Call
Backgrounds
Our background library is constantly updated.
Use backgrounds that are suitable for specific
situations: for negotiations, for meetings with
colleagues, seasonal backgrounds, and more.

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visual manual Brand Guidelines 2024

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Promo

materials
Business

Cards
Business cards are one of the easiest ways
for your client to make a memorable first
impression. Each business card contains a
QR code with a UTM tag for tracking
statistics.

technical requirements
50,8 х 88,9 mm (USA standard)
PDF 300 dpi CMYK
High quality paper 300GSM-350GSM

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Custom pens
Custom pens with logos or messages are
excellent promotional materials.

The design is developed for individual

events and tasks. Design, colors, and logo
placement are subject to change.

The photo provides several examples of

the pens' designs.

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Notebook
Promotional notebooks will always come
in handy, whether it's for the office, home,
or the outdoors.


The design is developed for individual
events and tasks. Design, colors, and logo
placement are subject to change.


The photo provides several examples of
the notebook designs.

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Cup
The best selection of promotional items
and corporate gifts.

The design is developed for individual

events and tasks. Design, colors, and logo
placement are subject to change.

The photo provides several examples of

the cup designs.

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T-Shirt
Use this section to provide additional
design and art guidelines.


The design is developed for individual
events and tasks. Design, colors, and logo
placement are subject to change.


The photo provides several examples of
the T-shirt designs.

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sweatshirt
Use this section to provide additional
design and art guidelines.


The design is developed for individual
events and tasks. Design, colors, and logo
placement are subject to change.


The photo provides several examples of
the sweatshirt designs.

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Bag
Use this section to provide additional
design and art guidelines.


The design is developed for individual
events and tasks. Design, colors, and logo
placement are subject to change.


The photo provides several examples of
the bag designs.

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