Brand

June 2022

Dark Version

English

identity

Guidelines
More than ever, the image of a company is
influenced by its external appearance. A well
thought-out and consciously implemented
house style policy is crucial for the positive
recognition of the company, its products and
its values. This corporate identity manual
was created with that goal in mind.

This house style manual indicates the house

style of New Vision; this includes: the logo,
use of color, typography and more.

The use of the logo brand is justified by

means of illustrations. The correct and
incorrect ways also deserve your attention.

A clothing brand like New Vision

communicates with a broad group of people
who have only one thing in common: to be
safer in traffic as a soft road user. To
maintain the identity of New Vision we
communicate in clear guidelines.

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New Vision
4
IMAGERY
19

mission & vision

4
Imagery
20

tone of voice

do’s & don’ts

21

Logo
5
Graphic element
22

Logo
6
Element
23

Construction & clearspace

7
Usage
24

Logomark
8
Do’s & don’ts

25

variations
9

placement
10
Design Charter
26

do’s & don’ts

11

stationary
27

Stickers & pins

28

colours
12
Clothing items
29

Colourpalette
13
Social Media 30
colour cobinations

14

typography
15

Font
16

Usage 18

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Mission

Vision

Tone of voice

New Vision designs stylish, high-visibility We solve a problem others only touch.

Your brand voice really is what sets you

clothing for cyclists, pedestrians, and all apart from the rest, particularly today
other soft road users.

We are the only brand of reflective online where you have around 15
clothing that is stylish, comfortable and seconds to make an impression on your
Our clothes and items are especially has high visibility. We help you to stay audience in a crowded space.

designed to enhance road safety by safe and be seen.

providing pedestrians extra visibility.

It’s not what you say, it’s how you say it

that gains your attention and credibility.

We're able to do this by sourcing the

latest reflective materials with a touch
Our customers are looking for safety,
of light. style and convenience.

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Logo
Logo

Construction & clearspace

Logomark

variations

placement

do’s & don’ts

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Logo
Logo

The logo is a wordmark that represents New Vision

very well. It is a sans serif font, this makes it very new

The slanted lines in the V are used to make the ‘N’

and the ‘W’. These letters also form a road marking.

The sans serif font has given the logo a fresh and
modern look, which is in keeping with the innovative
& enlightening vision that New Vision has.

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Logo
Construction & Clear Space
The free space around the logo is based on the x-
height of the logo mark. This ensures that the logo
has enough free space, no matter how big or small it
is used.

The ideal size is 100x120px or 20x20mm.

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Logo
Logomark
The logo mark consists of a ‘v’ and a square,

this symbolizes the road and the soft road user.

This ‘N’ is mirrored and bolder to make it more

exciting and stand out.

The free space around the logo is based on the x-

height of the logo mark. This ensures that the logo
has enough free space, no matter how big or small it
is used.

The ideal size is 100x120px or 20x20mm

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Logo
Variations
New Vision is diverse, just like their customers.
Their logo is available in 2 colorways; the preferred
reflective foil logo and a black-only colorway.

The reflective version should be used as the main

logo. This version needs to be used on dark
background, as the reflective on white contrast isn’t
AAA+ compliant.

The secondary version will be used on light

backgrounds. The inverted black-only version is
used when the logo shouldn’t capture someone’s
attention straight away.

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Logo
Placements
Placement guidelines are essential
for preventing inconsistencies and
any misunderstandings.

The rules should never be ignored,

as they tie the brand together as one
entity. The logo should never be
used in the lower right corner.

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Logo
No Gradient No fluorescent colours
do’s & don’ts

After discussing what should be done, there are also

guidelines on what never should be done.

Don’t strech the logo horizontally don’t make outlines of the logo
Not following the guidelines will result in a

disconnect from New Vision’s brand and values.

Don’t strech the logo vertically No fluorescent colours

rotating is not allowed don’t use a pattern in the logo

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Colour
Colour palette

Colour combinations

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Colour
Dark Grey

Colour Palette
#222222

Holographic foil

Using the right colors is key in communicating the right

CMYK 0% 0% 0% 87%

STAHLS' Hot Stamp foil

message to New Vision’s customers.

RGB 34 34 34 Holo rainbow silver

The base colors are holographic foil, a reflective and
outstanding inspired color of rainbow, and soft black for the
background. It connects to New Vision’s mission to make
people stand out in traffic as a soft road user.

Warm Grey, basic white and Grey are the secondary colors.
Warm Grey brings back the relaxed and reassured- feel New
Vision strives to provide. The grey is the second highlight Grey

Basic White

Warm Grey

color for the black. It’s a modern, deep grey that brings a
good contrast to the lighter colors.
#303030

#ffffff

#F4F3F2

The contrast between the primary and secondary colors is CMYK 0% 0% 0% 81%

CMYK 0% 0% 0% 0%

CMYK 0% 0% 1% 4%

high, to accentuate New Vision’s bold character.

RGB 255 255 255

RGB 244 243 242 RGB 48,48,48

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2
COlour
Colour Combinations

Alongside the color palette, there are fixed color

combinations. They ensure New Vision stays

recognizable and accesible.

Holographic background
Holographic background
Holographic background

with White with Grey with Dark Grey

The combinations are AAA+ compliant and are

usable in print designs as well as digital designs.

Other colors or color combinations should not be

used, as they don’t tie into New Vision’s brand.

White background
Grey background
Dark Grey background

with Holographic foil with Holographic foil with Holographic foil

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Typography
Fonts

usage

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Typography
Font
Raleway

Primary font family

The primary font is Raleway. It’s a modern sans-serif

font. Raleway alligns with the modern vision New
Vision has. The use of this font is primarily for the big
headlines and titles. Medium A brand that makes you stand out

Bold A brand that makes you stand out

Black a brand that makes

you stand out

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Typography
Font
Roboto

Secondary font family

The secondary font is Roboto. This is also a modern

sans-serif font. It’s versatile, has a lot of weights and
will be used for the main texts.
Light A brand that makes you stand out

Regular A brand that makes you stand out

Medium A brand that makes you stand out

Bold A brand that makes you stand out

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Typography Reflective vests save lives
Since September it has been required by law for pedestrians on poorly-lit public
roadsides to wear reflective vests to make them visible to drivers. However, raids
have shown individual members of the public to be poorly motivated in november 5, 2014

Usage protecting themselves in the safest, most conspicuous way possible. eng.lsm.lv (Latvian Public Broadcasting)

Visible = Alive
Altogether the number of This is one-fifth more than in the
In this example, the use of typography and
Some claim not to have known about administrative cases brought against previous year’s period, prompting
hierarchy is being illustrated. the new law despite a public persons caught in raids since the law police officials to worry that the
awareness campaign ‘Visible – Alive!’ went into effect September 12 has numbers could get worse as the
sponsored by the Road Safety already topped 1500.

darkness comes earlier and stays

Directorate to promote the use of later.

reflective vests.
“Their attitude is one of a burden

imposed by the state. Yeah, you have That is why reflective vests are
Unfortunately, the campaign was to write me up and I have to wear that obligatory. During the campaign it is
prompted by an uptick after many vest, etc. We explain and explain, this hoped that over 20,000 reflective
years in the number of roadside vest is the cost of your life, believe vests will be handed out to needy
tragedies involving people walking me otherwise you are as good as low-income residents. They are
along dark unilluminated stretches of invisible. Statistics are statistics, but widely available at fueling retail
highway or streets without being cases are cases, and the cases show stations, supermarkets and internet
properly dressed for the deadly risk. that most of those killed have simply shops, the cheapest among them
The fine for not wearing a reflective not had any reflective material on costing only €3.

vest while walking along a dark them whatsoever,” he lamented.

roadside ranges from €15 to €30. source

Difference in the years

https://eng.lsm.lv/article/society/society/
So far this year 51 persons have lost reflective-vests-save-lives.a105202/
their lives walking along the roadside.

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Imagery
imagery

do’s & don’ts

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Imagery
Imagery
The imagery should communicate the same
energy and mission as New Vision. Undertones
should be the warm/oranges lights and dark
colors to match the brand colors.

Being aware of your environment is a key

aspect. This authentic feeling should present
in the imagery.

The people being used in the pictures should

be a mix of people from different backgrounds,
like New Vision’s diverse target audience. They
should be depicted naturally being in traffic as
a soft road user.

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Imagery
Do’s & don’ts

After discussing what should be done, there are also

guidelines on what never should be done.

Unprofessional photo’s photo’s from above saturated photo’s

Not following the guidelines will result in a

disconnect from New Vision’s brand and values.

Drawn photo’s Fiction photo’s Pictures of accidents

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Graphic
element
element

usage

do & donts

22
Graphic
Element
Element
In addition to the other brand elements, New Vision
will make use of a single letter element which is

our logomark.

The shape is made with The ‘V’ and a square, creating

a new, interesting and clean element.

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Graphic
Element
Usage
Holographic background
Holographic background
Holographic background

with White with Grey with Dark Grey

The ’N’ shape can be used in 2 ways: as a stand-alone
shape or as pattern. In both instances the brand
colors should be used.

When used as pattern, the shape should be aligned

with the slant of the v-shaped ‘n’ .

White background
Grey background
Dark Grey background

with Holographic with Holographic with Holographic

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Graphic
Element

Do’s & Don’ts

Don’t strech the pattern Don’t use off brand colors

Make sure to apply the following rules to achieve

the correct usage of the pattern.

Use a holographic foil. use a dark background if possible.

Contrast must be AAA+

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 Design

charter
stationary

stickers & pins

clothing items

social media

26
Design
Charter
Stationary

coathange
Purchase ba
business car
label clothe
Thank-you car
...

27
Design

Charter

Stickers & pins

5cm stickers for a bike, step or wheelchai

10cm vehicle sticker

pins for pedestrians

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Design

Charter

Clothing items

jacke

motorjacke

Shoe

T-shirt

tracksuit

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Design
Charter
Social Media

@TheLabel_NewVision

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