SourceCode Brand Guidelines

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Logo

The SourceCode logo is a universal signature we use across all our communications. We want it to be instantly recognizable, so consistency is important—please don’t edit, change, distort, recolor, or reconfigure it.

Please use our main logo pictured above when possible. If needed, depending on the background color, you may use the following variation.

Icon

Only use the icon in cases where there’s an established familiarity with the SourceCode brand and/or space is too limited to use the full lockup.

Monochrome Logo

Only use our monochrome logo when necessary. If possible, the monochrome logo should be using one of our brand colors.

Single Color Logo

For the rare cases where colors and transparency are not an option (for example a screenprinting job), you can use this single-color version of our logo.

Logo Spacing

When placing any of the logos inside a container or pairing them with other design elements, make sure to give the logo a comfortable amount of white space to breathe. Use one of the triangles in our icon as a guide for establishing the minimum amount of clear space around the entire logo.

Minimum Size

To ensure the logos preserve their visual impact and legibility in both print and digital formats, do not go any smaller than the minimum size.

Digital

To preserve legibility, do not show the horizontal lockup smaller than 80px wide or the icon smaller than 40px wide when displaying them digitally.

Print

To preserve legibility, do not show the horizontal logo smaller than 1.5” wide or the icon smaller than 0.75”wide when printing them.

Typography

SourceCode uses a combination of Playfair display and Roboto for both web and print.

The font hierarchy should be followed as pictured below.

Colors

The SourceCode color palette features a flexible range of colors, anchored by our primary indigo purple. The color usage should be balanced as follows.

 

Icons

SourceCode uses line icons.

A full set of icons is available in duotone and single color options and can be found in our brand asset folder. This set of icons can be expanded as needed as long as new icons have the same line weight, colors, and overall look and feel.

Brand Pattern

The SourceCode icon can be used in a pattern as an easily scalable way to create consistent and on-brand visual assets. There are two ways you can use the icon as a graphic element.

1. Grid pattern

Duplicate the icon in a seamless pattern. Use the space between the two brackets as a guide to space all icons.

Example:

1. Cropped and transparent

Depending on the size of your artboard, duplicate, resize and crop the icon once or multiple times at different opacities but using the same scale for each icon istance.

Example:

Stock Photography

SourceCode uses stock photography that follows a few guidelines.

Imagery should always present SourceCode as being forward-thinking, relatable, inclusive, trustworthy, and global. A focus on imagery that highlights SourceCode’s specialties and industries, such as consumer lifestyle, consumer technology, fintech and more, is encouraged. Culture and diversity should also be reflected in SourceCode’s imagery.

Avoid using images that appear overly posed, cliché, cheesy, and inauthentic. Negative and controversial imagery should also be avoided. Avoid using images that are pixelated, low resolution, and low quality.

Examples of lifestyle imagery

Lifestyle imagery can be used to represent both life at SourceCode and the day to day of our clients. Use stock photography that is relatable, inclusive, and casual but professional.

Examples of industry imagery

Industries imagery should focus on technology or an abstract representation of a specific subject-matter.

Examples of imagery to avoid

Team Photos

Team photos are using a gradient map filters. All photos along with a template file are available in the brand asset folder.

Business Card

A business card template using Moo.com’s square card template is available in the brand assets folder.

 

Email Signature

SourceCode’s email signature should use the following layout. You can create your own signature by copying and pasting the content of the html document included in the brand assets folder in your email client and editing your personal information.

 

Letterhead

A template for both the SourceCode letterhead and envelope is included in the brand folder.

 

Zoom Backgrounds

Three Zoom background images are included in the brand asset folder.

 

Personas

Simply put, user personas are made-up characters based on user data designed to help us better understand our potential client. Personas aid designers to create different designs for different kinds of people and to design for our specific end-user, rather than a generic everybody.

Here are the different personas you should keep in mind while designing or writing for SourceCode.


Sply Brand Guidelines

Logo

Colors

These colors define the Sply brand.

Pantone 814C
RGB 143, 71, 255
CMYK 57, 74, 0, 0
HEX #8F47FF

Pantone 2665 C
RGB 109, 91, 63
CMYK 63, 74, 0, 0
HEX #6D5BA3

Pantone 275 C
RGB 33, 30, 70
CMYK 98, 98, 38, 44
HEX #211E46

Pantone 179-16 C
RGB 2155, 255, 255
CMYK 0, 0, 0, 100
HEX #000000

Fonts

These fonts define the Sply brand.

Full Brand Gudelines and Assets

The Sply brand guidelines and brand assets, including logo and fonts are available for download below.

Download All Brand Assets


Seed IP Brand Guidelines

Logo

Please reference this folder for the following.

The SeedIP logo is a universal signature we use across all our communications. We want it to be instantly recognizable, so consistency is important—please don’t edit, change, distort, recolor, or reconfigure it.

Please use our monarch orange logo pictured above most of the time. If needed, depending on the background color, you may use one of the two following logo variations.

Icon

Only use the icon in cases where there’s an established familiarity with the SeedIP brand and/or space is too limited to use the full lockup.

Single Color Logo

Only use the single color logo when necessary. If possible, the single color logo should be monarch orange.

Logo Spacing

When placing any of the logos inside a container or pairing them with other design elements, make sure to give the logo a comfortable amount of white space to breathe. Use the “IP” part of the wordmark as a guide for establishing the minimum amount of clear space around the entire logo.

Minimum Size

To ensure the logos preserve their visual impact and legibility in both print and digital formats, do not go any smaller than the minimum size.

Digital

To preserve legibility, do not show the horizontal lockup smaller than 75px wide or the icon smaller than 30px wide when displaying them digitally.

Print

To preserve legibility, do not show the horizontal logo smaller than 1” wide or the icon smaller than 0.5”wide when printing them.

Empty tab. Edit page to add content here.

Typography

Seed IP uses Muli as a single font for both web and print.

The font hierarchy should be followed as pictured below.

Icons

Seed IP uses line icons.

Icons should be using the brand colors. A full set of icons can be found in our brand asset folder.

Graphic Elements

Use the following elements and effects to create compositions for Seed IP

Examples of application

Stock Photography

Seed IP uses stock photography that follows a few guidelines.

Imagery should always present Seed IP as being forward-thinking, modern, professional, reputable, trustworthy, and global. A focus on imagery that highlights Seed IP’s specialities and industries, such as life sciences, software, engineering and more, is encouraged. Culture and diversity should also be reflected in Seed IP’s imagery.

Avoid using images that appear overly posed, cliché, cheesy, and inauthentic. Negative and controversial imagery should also be avoided. Avoid using images that are pixelated, low resolution and low quality.

Examples of lifesciences imagery

Lifesciences is represented by sprouts on a white background. Below are good examples of stock photography.

Examples of industry imagery

Industry imagery should represent innovative and inspirational fields such as clean energy, new technologies, medical, or aerospace. Stock photography should not be busy or too contrasted/saturated.

Examples of lifestyle imagery

Lifestyle imagery should look authentic, candid and focused on people. Blurred backgrounds or foregrounds are prefered when possible.

Examples of imagery to avoid

Colors

The SeedIP color palette features a flexible range of colors, anchored by our primary monarch orange.

MONARCH ORANGE

Pantone 158C
RGB 234, 108, 32
CMYK 4, 71, 100 ,0
HEX #EA6C20

DEEP PURPLE

Pantone 276C
RGB 41, 16, 40
CMYK 73, 85, 53 ,69
HEX #291028

SCARLET RED

Pantone 1788C
RGB 226, 32, 0
CMYK 5, 98, 100 ,1
HEX #E22000

IVORY

Pantone 7506C
RGB 247, 238, 210
CMYK 3, 4, 19, 0
HEX #F7EED2

Brand Assets

The brand assets, including logo, fonts, patterns, and icons, are available for download below.

Download All Brand Assets

Verbal Brand Platform

Purpose

  • Update Seed IP’s brand identity to become better positioned in the market, with a greater focus on trademark services and internet policy in life sciences and technology. 
  • Position the firm as a global IP law powerhouse to increase high quality business development and attorney recruitment. 
  • Showcase the brand as altruistic, mission-driven, and committed to diversity and inclusion, in order to better appeal to clients and attorney talent. 
  • Ensure brand consistency across all marketing materials including the new website, content strategy, and social media.

Origin story

How did we begin and reach where we are today?

When we opened our doors in 1962, many of the technologies we focus on today didn’t exist. Times have changed but one thing has stayed the same: our commitment to protecting the organizations that make the world a healthier, more advanced place. Throughout nearly six decades of fulfilling this mission, we have grown from a small boutique firm in Seattle to a global, diverse force for intellectual property law. At Seed IP, we appreciate where we’ve come while always pushing to broaden our horizons, so we can continue to help organizations anticipate and address tomorrow’s challenges.


Mission 

Where are we going and why?

Build a mission-driven cohort of diverse experts in intellectual property law, protect the world’s most innovative companies, and create healthier, more advanced communities.


Core Values

Foresight

To predict industry change and anticipate client needs  

Intellectual Curiosity 

To reach new horizons 

Integrity

To guide our actions 

Unity 

To act as one firm  

Diversity 

To appreciate various viewpoints and promote innovation  

Inclusion 

To ensure positive collaboration 

Generosity

To help our communities


Goals

All of our communications should aim to…

  • Leave the reader better than we found them

    • We want to deliver value by providing strategic insights to current and potential clients as well as opportunities for personal and professional growth to current and potential team members.
  • Demonstrate expertise

    • We want to illustrate why we are global thought leaders in the IP space and showcase how our decades of experience and world-class elite team members enable us to offer unparalleled insights.
  • Build trust

    • We want to show we are not a soulless BigLaw firm, we are real people who care about doing the right thing for clients and team members.
  • Represent our mission

    • We want to demonstrate our mission statement is not just empty words, it guides us every day toward creating a better world.

Principles

How will we accomplish these goals?

  • Speak to an audience of one

    • Understand our various audience segments and their motivations. Listen to uncover their pain points or questions. (Personas can be very helpful here.)
    • Write as if speaking to one person within that audience to make communication more personalized and relevant. 
    • Clarify the value of each piece of content at the start to draw the reader in.
  • Write with authority

    • Leverage individual experience and team members’ specialized knowledge to present well-developed guidance from a united, “whole firm” front.
    • Be concise.
    • Include supporting data and specific examples whenever possible.
    • Mention assumptions or limitations on analysis when appropriate.
    • Maintain a professional, knowledgeable tone without speaking down to the audience.
  • Be human

    • Be friendly, caring, and respectful without sliding into but not over-friendly or casual. Speak like an experienced doctor at his patient’s bedside.
    • Adjust vocabulary to the audience’s abilities and knowledge, using easy-to-understand language (rather thannot jargon or legalese) whenever possible.
    • Use verbiage that connects emotionally and presents a relatable, team approach to problem-solving, such as “We understand your concerns” rather than “Our firm knows.”

Voice 

If Seed IP were a person, what would we sound like?

  • Intelligent

    • Demonstrating our deep knowledge in IP law and advanced degrees in various technologies and sciences.
  • Experienced but curious 

    • Confident and capable, thanks to decades of experience.
    • Walking a fine line between ‘seen it all’ and discovering new, interesting matters every day, since we work with cutting-edge clients.
  • Trustworthy

    • Able to handle the most sensitive, complex matters diligently and confidentially. 
  •  Inclusive

    • Understanding that we’re better together, leveraging our collective insights for solutions that serve everyone.
  • Altruistic

    • Driven by a larger purpose: serving our diverse communities and enabling innovations that make the world healthier and more advanced.

Tone 

How will we nuance our conversations by audience?

Persona: Corporate Carl
  • Confident, empathetic, trustworthy. Corporate Carl is looking for deep industry expertise, so be confident.  
  • Talk to Carl like a colleague. Be friendly. Feel free to use legal verbiage, empathize with his responsibilities and employer’s expectations. Build trust by relating to his concerns over leaked information.
 Persona: VC Victor
  • Efficient, sophisticated, and trustworthy. VC Victor is looking for agility and deep expertise in a firm, so take a more authoritative tone that assuages any concerns over ability.
  • Rather than diving into technical jargon that VC Victor won’t necessarily be familiar with, emphasize the team mentality toward achieving the collective goal: we’re one firm and we’re on your team to help you avoid sinking money into unprofitable investments.
Persona: Graduate Gabrielle
  • Energetic and inclusive. Emphasize the opportunity to join a team dynamic that is diverse and supportive. Appeal emotionally: we can provide the mentorship she’s looking for early in her career while helping her to make a difference in the world.


SecureCircle Brand Guidelines

Logo

The SecureCircle logo is available in four versions: full color light, full color dark, all white, and grayscale.

The primary logo is the full color light version, used on a dark background.

Colors

These colors define the SecureCircle brand.

COAL

Pantone Black 6C
RGB 19, 19, 29
CMYK 34, 34, 0, 89
HEX #13131D

CLOUD

Pantone 656C
RGB 241, 240, 247
CMYK 2, 3, 0 ,3
HEX #F1F0F7

WHITE

Opaque White
RGB 255, 255, 255
CMYK 0, 0, 0, 0
HEX #FFFFFF

STONE

Pantone 424C
RGB 122, 122, 122
CMYK 53, 45, 45, 10
HEX #7A7A7A

SUNRISE (Primary Accent)

Pantone 165C
RGB 241, 92, 37
CMYK 50, 62, 85, 5
HEX #F15C25

MULBERRY

Pantone 258C
RGB 146, 40, 140
CMYK 0, 73, 4, 43
HEX #92288C

LOGO GRADIENT

HEX #F15C25 (SUNRISE)
HEX #92288C (MULBERRY)
CSS
background: linear-gradient(180deg, rgba(241,92,37,1) 0%, rgba(146,40,140,1) 100%);

LOGO GRADIENT (TRANSPARENT)

HEX #F15C25 (SUNRISE)
HEX #92288C (MULBERRY)
TRANSPARENT
CSS
background: linear-gradient(rgba(241,92,37,1) 0%, rgba(146,40,140,1) 50%, rgba(255,255,255,0) 100%);

ORANGE GRADIENT

HEX #F18301
HEX #F15C25
CSS
background
: linear-gradient(180deg, rgba(241,131,1,1) 0%, rgba(241,92,37,1) 100%);

MAGENTA-PURPLE GRADIENT

HEX #D4088C
HEX #8B00BF
CSS
background
: linear-gradient(180deg, rgba(212,8,140,1) 0%, rgba(139,0,191,1) 100%);

PURPLE GRADIENT

HEX #5207A1
HEX #020024
CSS
background
: linear-gradient(0deg, rgba(2,0,36,1) 0%, rgba(82,7,161,1) 100%);

MIDNIGHT

Pantone 5255C
RGB 23, 15, 42
CMYK 45, 64, 0, 84
HEX #170F2A

Fonts

These fonts define the SecureCircle brand.

DASB

DASB represents SecureCircle and its services. It should be pictured in an isometric left or right view.

Icons & Illustration

Both icons and illustration use the same style treatment in an isometric left or right view with different levels of detail.

Background Elements

Background elements should represent Data travelling between different access points. Background elements can be animated as needed.

Brand Assets

The SecureCircle brand assets, including logo, fonts, patterns, and icons, are available for download below.

Download All Brand Assets


Julia Laquer logo mockup - stationery

Julia Laquer Brand Guidelines

Logo

The Julia Laquer logo is available in three color ways: ochre, light, and dark. The primary Julia Laquer logo is the vertical, with ochre icon and white text on a dark background. Tagline, horizontal, and icon-only versions are also available.

Colors

These colors define the Julia Laquer brand.

OCHRE

Pantone 871C
RGB 202, 155, 80
CMYK 21, 38, 80, 1
HEX #CA9B50

SHADOW

Pantone 296C
RGB 46, 42, 48
CMYK 71, 69, 58, 62
HEX #2E2A30

RAIN

Pantone Cool Gray 1C
RGB 229, 229, 229
CMYK 9, 6, 7, 0
HEX #E5E5E5

Fonts

These fonts define the Julia Laquer brand.

Brand Assets

The Julia Laquer brand assets, including logos and fonts are available for download below.

Download All Brand Assets


Honeycomb

Honeycomb Brand Guidelines

Logo

The Honeycomb logo is available in three color ways: full color, light, and dark. The primary Honeycomb logo is the vertical, full color version on a light background. Horizontal and icon-only versions are also available.

Colors

These colors define the Honeycomb brand.

HONEY

Pantone 109C
RGB 253, 181, 21
CMYK 0, 32, 100, 0
HEX #FDB515

WHITE

Opaque White
RGB 255, 255, 255
CMYK 0, 0, 0, 0
HEX #FFFFFF

CHARCOAL

Pantone Black 5C
RGB 50, 48, 49
CMYK 69, 64, 61, 60
HEX #323031

Fonts

These fonts define the Honeycomb brand.

Icons

Honeycomb uses icons to differentiate between different lines of products: Wired, Wireless and Solar Powered. Each type of product has a signature accent color. This accent color along with the appropriate icon should appear on all packaging.

WIRED CHARGE

RGB 233, 92, 82
CMYK 0, 76, 62, 0
HEX #E85C51

WIRELESS CHARGE

RGB 53, 188, 226
CMYK 68, 0, 5, 0
HEX #34BBE2

SOLAR CHARGE

RGB 0, 225, 200
CMYK 64, 0, 34, 0
HEX #00E1C8

Brand Assets

The Honeycomb brand assets, including logo, fonts, and icons, are available for download below.

Download All Brand Assets


GEn1E Lifesciences Brand Guidelines

Logo

 The GEn1E logo is available in two color ways: light and dark. The primary logo is the dark logo, used with a light color background. An icon-only version is also available in situations where usage of the full logo would be rendered illegible. 

Do not alter, distort, or change the logo’s proportions, spacing, or colors.

Colors

These colors define the GEn1E Lifesciences brand.

SKY

Pantone 306U
RGB 67, 177, 225
CMYK 100, 21, 0, 11
HEX #43B1E1

WHITE

Opaque White
RGB 225, 255, 255
CMYK 0, 0, 0, 0
HEX #FFFFFF

CLOUD

Pantone Cool Gray 7C
RGB 151, 151, 159
CMYK 5, 5, 0, 38
HEX #97979F

MIDNIGHT

Pantone 295U
RGB 22, 41, 66
CMYK 97, 81, 46, 48
HEX #162942

Fonts

These fonts define the GEn1E Lifesciences brand.

Brand Assets

The GEn1E Lifesciences brand assets, including logo, fonts, and icons, are available for download below.

Download All Brand Assets


FuzeDrive Brand Guidelines

Logo

The FuzeDrive logo comprises two elements, the icon and logotype. The primary version of the FuzeDrive logo features the icon to the left of the logo, white logotype color, on a dark background. Alternate versions such as a stacked, one-color, and icon-only are available as well.

Colors

These colors define the FuzeDrive brand.

AQUA

Pantone 2398C
RGB 0, 181, 176
CMYK 100, 0, 3, 29
HEX #00B5B0

NIGHT

Pantone Black 6C
RGB 25, 24, 24
CMYK 0, 4, 4, 90
HEX #191818

WHITE

Opaque White
RGB 255, 255, 255
CMYK 0, 0, 0, 0
HEX #FFFFFF

RAIN

Pantone 7541C
RGB 215, 226, 226
CMYK 5, 0, 0, 11
HEX #D7E2E2

MINT

Pantone 3265C
RGB 0, 224, 213
CMYK 100, 0, 5, 12
HEX #00E0D5

TEAL

Pantone 7718C
RGB 0, 114, 114
CMYK 100, 0, 0, 55
HEX #007272

PEBBLE

Pantone 445C
RGB 79, 88, 89
CMYK 11, 1, 0, 65
HEX #4F5859

FOG

Pantone Cool Gray 1C
RGB 242, 242, 242
CMYK 0, 0, 0, 5
HEX #F2F2F2

Fonts

These fonts define the FuzeDrive brand.

Brand Assets

The FuzeDrive brand assets, including logo and fonts are available for download below.

Download All Brand Assets


Law & Motion Brand Guidelines

Logo

The full Law & Motion logo is comprised of three elements: icon, logotype, and tagline. The icon features a muscled arm lifting up scales of justice. The logotype is always stylized in all caps and with an ampersand. The tagline, “PERSONAL TRAINING AND WELLNESS FOR ATTORNEYS” must be equal to the width of the “LAW & MOTION” logotype.

The preferred primary logo is the stacked, full color version on a red background. The one color version may be used on a gold or white background. There are situations where the primary logo is unsuitable.

In situations where the primary stacked logo is unsuitable, alternate versions are available in horizontal full color, horizontal single color, logotype only, and icon only.

Do not alter, distort, or change the logo’s proportions, spacing, or colors. 

Colors

These colors define the Law & Motion brand.

RUST

Pantone 202C
RGB 96, 25, 25
CMYK 32, 91, 83, 42
HEX #601919

GOLD

Pantone 7508C
RGB 219, 157, 82
CMYK 16, 39, 77, 0
HEX #DB9C52

CREAM

Pantone 7527C
RGB 247, 236, 240
CMYK 2, 1, 4, 0
HEX #F7F6F0

EARTH

Pantone 161C
RGB 45, 18, 18
CMYK 53, 78, 70, 78
HEX #2D1212

NIGHT

Pantone 505C
RGB 30, 25, 35
CMYK 76, 74, 57, 73
HEX #1E1923

PEWTER

Pantone Cool Gray 9C
RGB 128, 128, 128
CMYK 52, 43, 43, 8
HEX #808080

Fonts

These fonts define the Law & Motion brand.

Stock Photography

Law & Motion uses stock photography which promotes wellness, exercise, health, fitness, and positive energy. Images that play on the idea of justice, lawyers, and law may also be incorporated.

Image Treatments

Law & Motion uses two image treatments for photography: Rust or Gold linear gradients. Typically the opacity will vary from 75% to 25% depending on the usage.

Brand Assets

The Law & Motion brand assets, including logo and fonts are available for download below.

Download All Brand Assets


VR Toolbox Plus Brand Guidelines

Logo

 The VR Toolbox Plus logo is available in two color ways: light and dark. The primary logo is the horizontal light version, to be used on dark color backgrounds. The icon is to be used in situations where the full logo would be illegible, e.g. as a website favicon. 

Do not alter, distort, or change the logo’s proportions, spacing, or colors. 

Colors

These colors define the VR Toolbox Plus brand.

SALMON

Pantone 2029C
RGB 241, 110, 124
CMYK 0, 54, 49, 5
HEX #F16E7C

BERRY

Pantone 674C
RGB 216, 81, 153
CMYK 0, 63, 29, 15
HEX #D85199

IRIS

Pantone 2096C
RGB 108, 89, 165
CMYK 35, 46, 0, 35
HEX #6C59A5

WHITE

Opaque White
RGB 255, 255, 255
CMYK 0, 0, 0, 0
HEX #FFFFFFF

FOG

Pantone Cool Gray 1C
RGB 242, 242, 242
CMYK 0, 0, 0, 5
HEX #F2F2F2

CHARCOAL

Pantone Black 7C
RGB 61, 61, 61
CMYK 0, 0, 0, 76
HEX #3D3D3D

Fonts

These fonts define the VR Toolbox Plus brand.

Illustrations

VR Toolbox uses custom illustrations in its website, as shown below.

Brand Assets

The VR Toolbox Plus brand assets, including logo and fonts are available for download below.

Download All Brand Assets