cogneedo brand book

DEVELOP + DESIGN = INNOVATE

DYNAMIC& DIMENSIONAL

DYNAMIC& DIMENSIONAL

CONVERGENT &SUPPLEMENTARY

CONVERGENT &SUPPLEMENTARY

TRANSHUMAN

TRANSHUMAN

PROGRESSIVE &CONTEMPORARY

PROGRESSIVE &CONTEMPORARY

UPBEATUNOBTRUSIVE &

UNOBTRUSIVE &

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We solve challenges at both ends.

Cogneedo’s philosophy is to bring technological tools to people in the most natural, intuitive, and unobtrusive way possible. We aim to merge reality and the digital realm seam-lessly and without complication. Technology permeates every aspects of our lives, and human-centered design is crucial for its success and growth.

Designing for the user is not just a trendy concept. Users are people first, and it’s important to remain sensitive to that fact. Designing for people’s needs is the most thoughtful element to our entire process.

We are a small team of designopers and devigners. No one

MESSAGE FROM THE FOUNDERS, ERIKA GOERING & BRYAN RATHOUZ

does just one thing for Cogneedo’s goal. By following a cross-discipline philosophy, we solve challenges from both ends at once.

Our talented and focused staff is small but agile. We are able to stay on top of the latest breakthroughs and innovations in technology and design.

We design technology for humans. Cog-needo’s identity reflects this philosophy by illustrating that our progress is a process, and technology is infinite.

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MISSION

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TO CREATE POWERFUL AND INTUITIVE APPS

TO EMPOWER USERS AND IMPROVE THEIR DAILY LIVES

TO MERGE VIRTUAL SPACE AND REAL LIFE

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VALUES

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TRANSPARENT TECHNOLOGY

HELP PEOPLE & TECHNOLOGY EVOLVE TOGETHER

EMBRACING EMERGING TECHNOLOGICAL TOOLS

AGILITY & FLEXIBILITY

BLURRED BOUNDARIES

USERS ARE PEOPLE FIRST

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ESSENCE

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ENHANCING LIVES WITH TRANSPARENT TECHNOLOGY

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NAMING COGNEEDONaming Cogneedo was a process full of dead-ends and false starts. Keeping our attributes in every aspect of our identity was a challenge. The name had to reflect the values and philosophy, while still being clever and memorable. This process was a joint effort between Cogneedo’s co-founders, as it took a lot of brain power and months of decision making.

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BRANDMARK USAGEThe Cogneedo brandmark defaults to a gradient fading from teal to orange. A variety of brandmark variations may be gen-erated from the established gradated elements. Solid-color marks may also be used if needed.

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Do not use colors outside the brand’s estab-lished palette.

Only use the brandmark in the established brand colors or white. Single-color brand-marks are acceptable and sometimes neces-sary for contrast or media limitations.

Layer corresponding brandmark elements to create a more complex mark. Do not use mis-matched elements.

Gray may be used in a gradated mark, but care and finesse must be used, as it can make the mark feel heavy.

Do not layer brandmark elements off-register.

+ =

Do not outline or stroke the brandmark. If the mark must be differentiated from the back-ground, use a solid-color mark in a contrast-ing brand color or white.

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DESIGNOPER TEALPMS 936 C

C:53 M:0 Y:31 K:0

DEVIGNER ORANGEPMS 804 C

C:0 M:38 Y:78 K:0

CROSS-DISCIPLINE PURPLEPMS 935 C

C:34 M:44 Y:0 K:0

SILICON GREYPMS 10394 C

C:51 M:45 Y:47 K:10

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Designoper Teal is used to denote design-focused elements.

Devigner Orange is reserved for development-focused or geekier elements.

Cross-discipline Purple should be used sparingly. It should appear most often in the brandmark and as an accent color in design elements. Type is almost never purple, unless set in a display size against a solid background to maximize contrast. When in doubt, use Silicon Grey.

Body copy is always Silicon Grey. It is dark enough to ap-pear black on a white background. Silicon Grey is used as an accent color when purple is inappropriately feminine or too low-contrast.

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BRANDMARK COLORATION AND TRANSPARENT GRADATIONThe Cogneedo brandmark can stand as a one-color mark, or as a gradation between another color or transparency.

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BRANDMARK COLOR GRADATIONThe brandmark can gradate between two of the established brand colors, using comple-mentary gradient elements.

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BRANDMARK PATTERNINGThe brandmark can be used to generate patterns, either full-color, single color with transparency, or single-color solid. Pattern restrictions are loose and creative, as long as the design complies with the brand standards.

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LOGOTYPE & SIGNATURE

When the logotype is brought into the signature, the mark and the logotype interact with each other, creating a curved negative space in the d.

The logotype is set in Gotham Bold, all lowercase. When it stands alone, no modifications are made to the typography.

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Signature with staging area.

The alternate lockup may be used interchangeably with the primary signature.

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HEADERS & DISPLAY ARE SET IN GOTHAM ROUNDED LIGHTSubheads & Blockquotes are Bodoni Egyp-tian Pro Extra Light ItalicBody copy is Bodoni Egyptian Pro Regular.

TYPOGRAPHY

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GOTHAM ROUNDED LIGHTBodoni Egyptian Pro Extra Light ItalicBodoni Egyptian Pro Regular

GOTHAM ROUNDED LIGHTBodoni Egyptian Pro Extra Light ItalicBodoni Egyptian Pro Regular

GOTHAM ROUNDED LIGHTBodoni Egyptian Pro Extra Light ItalicBodoni Egyptian Pro Regular

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IMAGERY USAGECogneedo’s images are photographic and typically ethereal in nature. En-vironments, such as landscapes or cityscapes, are depicted in soft focus or shallow depth of field, with a “bokeh” style if possible, while human figures are typically rendered in a more traditional way, with clarity as the main goal. Focal points and depth of field are flexible in figural imagery, as long as the human figure can be identified as such.

Colors in imagery are either naturalistic or muted, embracing reality as a stylistic choice. Do not use sepia or color overlays. In some cases, it is allow-able to use a color gradient enhancement to a photograph, to be cohesive with the rest of the design. This type of gradient must only use Cogneedo’s brand colors, and the gradient must be subtle. If materials are to be photocopied, or otherwise converted into grayscale, specific-use grayscale images may be applied to the design.

Images are to be used large-scale and may bleed on at least one edge, un-less technical or compositional restraints prevent this from being possible. In which case, images should be as large as the medium allows, following a 9-column grid.

Images are not to be skewed, stretched, or otherwise warped. Images shall be cropped in rectangles only, following a 9-column grid, unless you have a damn good reason to deviate.

The Cogneedo loop pattern may be used as a background texture or accent element. The patten may only be used on a solid background, in one of the brand’s colors or white. Do not overlay the loop pattern onto a photograph, or the design gods will smite you in a furious rage.

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ENVELOPECogneedo’s envelopes are printed with the brandmark on the opening flap, and a loop pattern on the inside. The elvelope is a standard #10 size.

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LETTERHEAD & INVOICEThe loop pattern occupies the reverse side of the letterhead and invoice pages. The standard Cogneedo brandmark sits at the bottom of the page, while the logotype is at the top.

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BUSINESS CARDSBusiness cards are color-coded according to the individual’s position within the Cogneedo environment. Blue-green is for designers, orange is for develop-ers, and purple is for cross-discipline. Colors may gradate depending on the individual’s skill set and concentration.

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SHIRTSCogneedo t-shirts follow the typical Cogneedo color conventions.

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OFFICE SPACE SIGNAGE & COMPANY CARCogneedo’s signage is made of brushed aluminum with a white backlight. The Cogneedo car is a 2013 Volkswagen Beetle in metallic silver. Vinyl decals of the standard brandmark occupy the side doors and the logotype lives on the front of the car above the grille.

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WEB & MOBILEThe Cogneedo website is responsive and accommodates any screen or browser size.

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