Brand Guidelines —
The purpose of our brand guidelines is to demonstrate a proper use of our visual identity, and provide access to the core elements of our brand. Playing by these few simple rules, we are able to ensure the quality of our visual communication, in analogue- as well digital media.
01.00 — Introduction
01.01 — Logo
01.02 — Colors
01.03 — Typography
01.04 — Photography
01.05 — Graphics

01.00 — Introduction
The purpose of our brand guidelines is to demonstrate a proper use of our visual identity, and provide access to the core elements of our brand. Playing by these few simple rules, we are equipped to ensure the cohesiveness of our visual communication, in analogue- as well digital media.
01.01 — Logo
General —
Our visual identity includes a logo, wordmark, and logomark. Knowing the difference and how we use them is absolutely key. Our logo can be seen as a merger between our wordmark and logomark. Vice versa, our wordmark and logomark can be seen as fragments of our logo. Essentially, we should only be using our logo, as it provides the full picture. However, there will be cases where the wordmark or logomark proves to be the better option, still we would like to see our logo used predominantly, whenever possible.
It is worth mentioning, that our logomark is something we use infrequently, as it places a requirement on the audience for a prior knowledge of our brand. It can be useful as an icon, used as a favicon or app icon, but the use of our logomark should -in general- be limited.
The following section provides an in-depth description of our logo, the origin, the structure and how we use it. If you are using the logotype or logomark, you can still refer to these guidelines for correct use.
Origin —
Our logo transpires the silhouette of one of our assembly rings, the same which we used for some of our first products – and in our products today. It is the emblem of our work, and it represents everything we do. It is the eye of our company, the thing that you remember first, and the thing you forget last. That is the simple reason why some standards must be kept when using our logo.
Space, Place, Size —


Our logo has a safe area to respect. This “clear space” is determined by the centered distance between line A and B. Do not place any graphics or contrasting elements from background photo material inside the safe areas in any circumstances.
We want to make sure that our logo is visible and readable when being used. As long we follow the basic rules on placing and spacing, the logo can be proportionately scaled to any size that seems right for the job. However, we do require a minimum size of the logo that is 90px for digital media and 20mm when used on print.
Do's & Don't —
The way we want to display our logo should seem straightforward, however. If in doubt, rather just keep it simple; less is more. Do not colorize, use effects or in any way edit the original form and shape of the logo. We understand that there are plenty of ways to go wrong, but here are some examples of what we definitely want to avoid.
