Formassembly Branding Guide 2018

FormAssembly Branding Guide 2018
Branding Guide 2018

Purpose FormAssembly Branding Guide 2018
Purpose
This Branding Guide is design to aid in the use of FormAssembly

branding for promotional items and partner use. If you plan to
do anything in connection to FormAssembly, be sure that these
guidelines have been met. FormAssembly is not responsible for
materials produced without permission and that do not adhere to
these policies. You are legally responsible for your own materials.
These guidelines allow partners, and designers to create content

that is on-brand for marketing, events, promotional materials, and
any other referencing purpose.
If you have any questions not covered in these guidelines, please

contact our marketing team marketing@formassembly.com.
Content FormAssembly Branding Guide 2018
Content
1 Copywriting 4 Photography
• Style
2
• Black & White
Logo • Crop
• Overlay
• Identity • Avoid This
• Versions
5
• Sizes
• Spacing
• Donts
Typography
• Fonts
3
• Format & Hierarchy
Colors
6 Icons
• Our Palette
• Blues
• Grays • Services
• Alt. • Elements
• Choosing Colors
Copywriting FormAssembly Branding Guide 2018
1
Copywriting
The
Name
Our name is FormAssembly—
one word.
FormAssembly
Form Assembly
Formassembly
formassembly
Copywriting FormAssembly Branding Guide 2018
Referencing
When referencing FormAssembly, make sure that the
correct tense is being used.
Articulation Context Example
FormAssembly When referencing the product. We love using FormAssembly forms.
FormAssembly’s When referencing a tool that We love using FormAssembly’s custom

FormAssembly provides. form builder.
FormAssembly.com When referencing the website Go to FormAssembly.com for a free trial!

Logo FormAssembly Branding Guide 2018
2
Logo
Identity
Our branding aesthetic is
centered on and is influenced
by the character of our logo.
The FormAssembly logo is
simple, clean, and effective.
Sky and voyage

blue are inspired
by the technical
and functional
capabilities of the
FormAssembly App.
Deep and sea blue

hint at the ownership Slab serifs
of FormAssembly demonstrate
under VeerWest, our strength
which carries a and durability
nautical theme.
Versions
Different versions of the
FormAssembly logo have been
created to suit any situation.
Color Variation
The full color variations are Primary
to be used on light colored
backgrounds and are the Uses
preferred logo variation to use • Opening or closing a
whenever possible. document
• For light backgrounds
Secondary
Uses
• Favicon
• Apparel and accessories
• Icon/thumbnail
• For light backgrounds
Logo FormAssembly
FormAssembly Branding
Branding Guide
Guide 2018
2018
White Variation
The white variations are to
be used on dark colored
White Primary
backgrounds. Uses
• Opening or closing a
document
• For dark backgrounds
White Secondary
Uses
• Favicon
• Apparel and accessories
• Icon/thumbnail
• For dark backgrounds
Grayscale
Grayscale logo variations have
very rare uses. When used,
they are primarily by external
users when needing a grayscale
solution.
Black
Uses
• Only used for B&W only
prints
Gray
Uses
• When in a collection of
other logos.
• This is primarily for
external logo users that
need a neutral logo
version
Flowline
A Flowline is a line of text that
is not part of the logo but goes
with the logo. This is typically
DESIGN WEB FORMS
used for campaigns purposes & COLLECT DATA
as the flowline is often a
company slogan/ message.
Appears after or below the Flowline Example
logo.
Uses
Byline • For campaign or series
messagings
Like the Flowline, the Byline is
some text that accompanies
the logo. A Byline comes before
or above the logo. The text
will read something like “_____
by” such as “powered by” or Powered by
POWERED BY
“brought to you by”.
The “Powered By” logo variation

can be used in a number of
cases. However, we specifically
recommend this logo be used at
Byline Example
the bottom of partner or sponsored
forms. If you are unsure as to Uses
whether the “Powered By” logo • Used by partner or
is necessary in your specific case,
please email us at marketing@ customer
formassembly.com.
• Part of a promotion or ad
Note: When used on a
FormAssembly form, place in the
• Used as a badge
footer at a size between 100px and
200px wide.
Sizes
To keep legibility for our logo,
please use these guidelines to
prevent printing or displaying
the logo. Print Web
As a general rule, the counter in
Minimum width Minimum width
the “A” (white space inside the
letter) should be clearly seen
when viewed at 100% 1.5in 100px
Do not oversize the logo.
Minimum width Minimum width
.3in 22px
Spacing
We want to make sure we uphold
the integrity of our logo. Keeping
proper spacing between our logo
and other content is one way to
do this. Surrounding content
Assembly “A”
must be at least the width/ bar height
height of the “A’s” cross bar in

FormAssembly away.
There are exceptions, however.

If there is an element that
interacts with the logo, as long as
the logo is still understood, it is
acceptable.
Assembly “A”
bar height
Donts
We like our logo the way it is.
1
Don’t mess it up.
Do not compromise the

integrity of the FormAssembly
logo with any added effect or
modification.
2
1. Special effects
2. Stretching or Skewing
3. Recoloring
4. Rearranging the logo
5. Rotation
3
5
6. Wrong colored background

7. Old logo
8. Awkward Overlap
9.
10.
Proximity
In sentence 8
11. Size
10 This is a form.
11
Colors FormAssembly Branding Guide 2018
3
Colors
Our
Palette
Color affects the visual weight
and attitude of a document
and is a simple element that
identifies our brand.
We like our aesthetic to have

a light, clean look, so white
space is a good thing. Be sure
that when using a darker color
scheme you use plenty of
light colors to balance out the
design.
Blues
Amount color
should appear
Deep Blue Voyage Blue in designs
#0F3751 #2193C2
RGB: 15, 55, 81 RGB: 33, 147, 194
Ocean Blue Sky Blue

#1F5577 #4CABE0
RGB: 31, 85,119 RGB: 76, 171, 224
Slate Blue Form Blue

#5D99B9 #77C7E9
RGB: 93, 153, 185 RGB: 119, 199, 233
Primary Uses
— Backgrounds, Text — Backgrounds, Text — Backgrounds, Text
— Icons, Text — Icons — Service Icon

Grays
Amount color
should appear
Midnight Gray Cloud White in designs
#343b3e #F2F2F2
RGB: 52, 59, 62 RGB: 242, 242, 242
Steel Gray Titanium White

#A7A9AC #FFFFFF
RGB: 167, 169, 172 RGB: 255, 255, 255
50% Gray
#DCDDDE
RGB: 220, 221, 222
Primary Uses
— Text — Background, Text — Background, Text
— Caption — Caption, Background

Alt.
Used when a specific color
other than blue or gray has
to be used. Examples of this
are found on the status.
formassembly.com page,
the FormAssembly app and
buttons.
Orange Green
#faa822 #8cce79
RGB: 250, 168, 34 RGB 140, 206, 121
Red Gold
#ee6b65 #fec20f
RGB 238, 107, 101 RGB 254, 194, 15
Primary Uses
— Buttons — Status indicator, Service icon
— Status indicator — Status indicator, accents

Ocean Titanium
Gradients Blue White
Gradients are used

when transferring
from one color to
another. Can be used
as an overlay or as a
background color.
Deep Cloud
Blue White
Choosing Ideal Special

Case
Colors
Use good judgment when using
our colors. Just because it is a
brand color, it does not mean
that the aesthetic will be on
brand. Avoid
Arrangements
Here are some recommended
color combinations.
Photography FormAssembly Branding Guide 2018
4
Photography
Style
Photography is perhaps one
of the most important visual
elements.
Images should depict an

atmosphere of productivity and
stress-free work (unless the
content indicates otherwise).
Clean, happy, and productive
are examples of keywords that
should describe the image.
Use images that have colors

in them that compliment the
brand colors.
When taking or choosing

photos for a publication, try
to be aware of social issues
such as racial and gender
diversity. We have international
customers and want to cater
towards our broad audience.
Compliance
Corporate
Devices being used
Color Scheme
Simple
Devices being used
Blue color scheme

Professional
Diversity
Color Scheme
Office Space
Clean
Clean and Crisp

Professional
Using device
Photography FormAssembly
Branding Guide
Guide 2018
2018
Black &
White
Black and white photos should be crisp with
tasteful contrast. Use when the colored
image is too busy, contains the wrong colors
scheme, or you need a neutral colored image.
Crop
Make sure that whenever you are cropping
an image that it still makes sense when
viewed. Don’t crop out something important.
Overlay Deep Blue (left) or Ocean

Blue (right) Overlay
Overlays should be used when
the color of an image needs to
be neutralized but black and
white doesn’t work. Overlay
effects should only be applied
to black and white images.
Overlay may also use gradient
mentioned in the color section.
See here examples of what kind

of overlays to work for logos
and text.
Note: A Photoshop action of Gradient Overlay

these effects have been made as
a preset and is available upon
request.
Blue
Use the Deep Blue, Ocean Blue
or the Blue Gradient overlay.
Blue overlays should be used
when surrounded by white
or when white text or logos
are used on top of the image.
Choosing which blue generally
depends on the tonal value of
the image. The aim is to keep a
neutral value.
White Overlay
White
Use the white overlay when the
full color logo needs to be used
or other colored elements are
overlapping the image.
White logo on 10% black

Gray Tint tinted background
Use the gray tint when color

photo is needed and text or
logo needs to go on top.
No Overlay
Uses available white
In the occasion that no overlay space to space logo and
is used there must be a space text.
available in the image itself to
provide writing space.
If no space is available, use a

shape to allow the text to sit on.
No white space available.

Uses shape to create
available space.
Blue color scheme

Professional
Diversity
Don’t
This doesn’t work because
there is no adequate space to
place text or logo legibility.
Color logo on non-treated

background
Avoid
This
Avoid covering up awkward
parts of a photo, such as
randomly covering a face with
no reason.
Avoid
This
No Do not place text over busy
areas in an image or in
location with little contrast
between the image and text.
Never
No
Typography FormAssembly Branding Guide 2018
5
Typography
Aa
Typography FormAssembly
Branding Guide
Guide 2018
2018
Fonts
We have two fonts that are
used for headers, subheaders,
body, and quotes. Anything that
is typed out as content uses
these fonts. Expectations would
Aa
Roboto Slab
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
be if the text is an artwork
element. However, in this case, ABCDEFGHIJKLMNOPQRSTUVWXYZ
the style must still work with
these fonts.
Roboto Slab
Roboto Slab is a headline font. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Used mostly for titles, headers, abcdefghijklmnopqrstuvwxyz
and subheaders. This font
almost always will be the first
one you see in a document.
Open Sans
Open Sans is used for
subheaders, captions, and body ABCDEFGHIJKLMNOPQRSTUVWXYZ
text. Weights include Extrabold, Open Sans abcdefghijklmnopqrstuvwxyz
Bold, Semibold, Regular,
and Light as well as the italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
versions for each. abcdefghijklmnopqrstuvwxyz
Typography FormAssembly Branding Guide 2018
Format &
Hierarchy
Voyage Blue
Title
Titanium White
Inline
Format Header
No first line indent
Body text, Fero ium qui nimaximo consedis sae delique pro H1/TITLE Roboto Slab
tem assequi utem dit as sum hilliquis dolorio etusdam ea
veriae et fugitat umquiat emporum eos moluptassit la conse H2 Open Sans
Use space after nonsequis dolorro cus, od quia dios alitatur simint exero dere
paragraph for
H3 Roboto Slab
vendi doluptat archiliquas magnis reptatur maios impore el
body text.
moditia vollit, omnis etur apedior re dolest, culluptas pernat. H4 Open Sans
Little to no space Subheader P Open Sans

after paragraph
Net ut ma quis es deliant otatiatem hario quoditam Open Sans
for headers and CAPTIONS
subheaders. excername verspedit quaerit aturepro tem faccus quat
quam sum et, seque dolupit doluptat ut latiosseque nimus et PULL Open Sans
Hyperlinks are omnia samus, sitatio rposam accabor moditin ne remolore QUOTES (italics optional)
indicated by a plit velique autecta hyperlink nonseriat que nis siminto earit,
brand color and an QUOTE ROBOTO SLAB
underline. Use a occum experspissi beatendam aperibus apis rectatur adia
color that is easily
REFERENCE (ALL CAPS)
simenis inum acestius verum qui optatiis sunt quodi res aut
legible.
venis aut quatur, sima sit omnim is.
Typography FormAssembly
Branding Guide
Guide 2018
2018
Midnight Gray
Dynamic
Title
Format
LARGE
Body text, Fero ium qui nimaximo consedis sae delique pro
tem assequi utem dit as sum hilliquis dolorio etusdam ea
You can also use
HEADER
a dynamic layout
veriae et fugitat umquiat emporum eos moluptassit la conse
for the type. This nonsequis dolorro cus, od quia dios alitatur simint exero dere
layout follows
allow the inline
vendi doluptat archiliquas magnis reptatur maios impore el
format rules but is moditia vollit, omnis etur apedior re dolest, culluptas pernat.
more playful with
headers and the
use of columns. Subheader
Net ut ma quis es deliant otatiatem hario quoditam
excername verspedit quaerit aturepro tem faccus quat
quam sum et, seque dolupit doluptat ut latiosseque nimus et
omnia samus, sitatio rposam accabor moditin ne remolore
plit velique autecta hyperlink nonseriat que nis siminto earit,
occum experspissi beatendam aperibus apis rectatur adia
simenis inum acestius verum qui optatiis sunt quodi res aut
venis aut quatur, sima sit omnim is.
Icons FormAssembly Branding Guide 2018
6
Icons
Our custom designed icons
reflect the character of
our company: simple and
effective. Icons keep to a
minimalistic style.
icons FormAssembly Branding Guide 2018
Services
Sercives icons are icons that cannot be changed or modified
without marketing approval. These represent the main services
that we provide
Healthcare Nonprofit Higher Ed
Elements
Element icons are used for smaller visual graphic pieces where the
imagery changes frequently. Contact the marketing design team
for element icons.
Questions?
For any questions about branding guidelines and usage,
please contact our marketing team.
marketing@formassembly.com

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FormAssembly Branding Guide 2018

Branding Guide 2018

This Branding Guide is design to aid in the use of FormAssembly

These guidelines allow partners, and designers to create content

If you have any questions not covered in these guidelines, please

Articulation Context Example

FormAssembly When referencing the product. We love using FormAssembly forms.

FormAssembly’s When referencing a tool that We love using FormAssembly’s custom

FormAssembly.com When referencing the website Go to FormAssembly.com for a free trial!

Sky and voyage

Deep and sea blue

“brought to you by”.

The “Powered By” logo variation

Do not oversize the logo.

Minimum width Minimum width

height of the “A’s” cross bar in

There are exceptions, however.

Do not compromise the

6. Wrong colored background

We like our aesthetic to have

Ocean Blue Sky Blue

Slate Blue Form Blue

­— Backgrounds, Text ­— Backgrounds, Text ­— Backgrounds, Text

­— Icons, Text ­— Icons ­— Service Icon

Steel Gray Titanium White

­— Text ­— Background, Text ­— Background, Text

­— Caption ­— Caption, Background

­— Buttons ­— Status indicator, Service icon

­— Status indicator ­— Status indicator, accents

Gradients are used

Choosing Ideal Special

Images should depict an

Use images that have colors

When taking or choosing

Blue color scheme

Clean and Crisp

Overlay Deep Blue (left) or Ocean

See here examples of what kind

Note: A Photoshop action of Gradient Overlay

White logo on 10% black

Use the gray tint when color

If no space is available, use a

No white space available.

Blue color scheme

Color logo on non-treated

Little to no space Subheader P Open Sans

Healthcare Nonprofit Higher Ed

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— Backgrounds, Text — Backgrounds, Text — Backgrounds, Text

— Icons, Text — Icons — Service Icon

— Text — Background, Text — Background, Text

— Caption — Caption, Background

— Buttons — Status indicator, Service icon

— Status indicator — Status indicator, accents