2.0

Visual system
This section will guide you through how each of our key identity elements should be used to create a brand image that is unmistakably Whizdom.

2.1	Key design elements
2.2	Corporate identity
2.3	-	Clear zone and minimum size
2.4	-	Colour versions
2.5	-	Corporate colour
2.6	-	Colour backgrounds
2.7	-	Incorrect use
2.8	Corporate typeface
2.9	Photography
-	Overview
2.10	-	Spaces
2.11	-	People
2.12	Supporting graphics
2.13	-	In use
2.14	Product descriptor
2.16	Co-branding

Key design elements

Corporate identity
Our corporate identity is the primary representation of who we are. The dynamic, expressive and contemporary logotype of our new identity is a vibrant reflection of our brand personality.
Corporate colours
Whizdom Blue and Grey present a balanced image of confidence, professionalism and energy.
Typography
Our typefaces have been selected for their contrasting character styles and functional attributes.
Photography
Our image style captures the youthful, contemporary nature of our brand and product.
Supporting graphics
The supporting graphic comprises a variety of crops from our identity, creating dynamic, unique shapes that bring a proprietary dimension  to our design system.

Whizdom logo

Colours

Typography

Museo Sans
100 100 Italic 300 300 Italic 500 500 Italic 700 700 Italic

Adobe Caslon Pro
Regular Italic Semibold Semibold Italic Bold Bold Italic

Supporting graphics

Photography

Corporate identity

The Whizdom logo
Our brand signature is a vibrant representation of who we are and what we stand for.
The purpose of these guidelines is to protect and enhance this invaluable brand asset.
The identity is made up of a montage of typographic letterforms. This mix of quirky and irreverent styles celebrates our brand personality traits - Optimistic, Youthful, Explorative and Cosmopolitan.
The stacked form represents the diverse and collaborative nature of our properties, our employees and our customers.

Corporate identity – Clear zone and minimum size

Clear zone
The clear zone should never be encroached upon by any design elements whether text, images or graphics, unless explicitly documented in this document.
Minimum size
A minimum size has been established to maintain optimum legibility and quality in every expression of the Whizdom brand.
Depending on the given  constraint area, the logo  shouldn’t be reproduced  at less than 12mm in height.

Clear zone

Minimum size

12mm

Corporate identity – Colour versions

Colour versions
In order for the system to be practical and functional across all touchpoints, there are both colour and black and white identity variants.
Full colour
Our full colour identity should be used whenever possible, it should predominately be placed on a white background.
Single colour
The single colour version should only be used when full colour reproduction is not possible, for example on black and white newsprint or when faxing.
Special finishes
For special occasions such as merchandise or invitations, the Whizdom logo can also be reproduced in special finishes such as metallic silver PMS877 C, spot UV varnish or embossed.

Full colour

Single colour

Corporate identity – Corporate colour

Corporate colours
Colour can be a significant brand equity - allowing us to create clear differentiation from our competitors.
The correct use of our corporate colour palette is therefore crucial in  maintaining the integrity of  our brand expression.
Whizdom Grey has been developed as the warm, confident tone for our corporate identity. We specifically selected a neutral colour that would allow the energy of the identity to shine through, without the need for a bold, vibrant colour.
Our Blue tone was selected as a bright accent to Whizdom Grey -
again ensuring the uniqueness of the identity isn’t overwhelmed by a strong colour, but providing a strong contrasting secondary tone.
Consistently implementing the colour specifications shown here will ensure the correct delivery of our brand image wherever it appears.

Colour specifications

Whizdom Blue
Pantone® 	3015C
CMYK	100/30/20/0
RGB	0/136/178
Web	# 0088b2

Whizdom Grey
Pantone® 	7540C
CMYK	0/10/0/90
RGB	65/57/61
Web	# 41393d

Corporate identity – Colour backgrounds

Colour backgrounds
The full colour Whizdom logo should be used whenever possible. Using it correctly will enable a clear and recognisable expression of the brand.

Full colour on white background

Reversed white on Whizdom Grey background

Reversed white on Whizdom Blue background

Reversed white on black background

Corporate identity – Incorrect use

Incorrect use
To preserve and reinforce the integrity of the identity, it is vital that we do not alter the elements within it.
Although the examples below do not represent every possible misuse, they illustrate some of the most common mistakes to be avoided when using the identity.
Reproducing the identity using the specific colours, specifications and dimensions indicated in this guidelines will ensure a consistent brand image at every touchpoint.

Do not stretch in any way.

Do not alter the colour.

Do not apply any effects.

Do not add keyline.

Do not substitute another font.

Do not apply busy imagery as background.

Do not resize any element.

Do not re-arrange and alter any elements.

Do not add a holding shape.

Do not use foreign background colours.

Do not remove any elements.

Corporate typeface

Whizdom typefaces
Museo Sans has been chosen as the primary font for the Whizdom visual identity system for its clarity and legibility across a range of touchpoints and visual formats.
Typography is an important element of a visual system. Consistent usage of selected fonts will ensure that our audiences maintain clear recognition of our brand and communications at every touchpoint.
Adobe Caslon Pro has been selected as our secondary typeface for  its contrasting and traditionally-crafted character styles.
Caslon should be used for primary identifiers such as: headline copy on advertisements, employee names on identity cards, and so on.

Primary typefaces

Secondary typefaces (For computer generated communications)

Calibri

Light Regular Italic Bold Bold Italic

Thai typefaces

คนทำงานเกี่ยวกับการโฆษณา

DB Adman X Regular Italic Bold Bold Italic

Photography – Overview

Explorative expression
Photography plays a vital role in expressing a brand’s personality, creating emotional connections between the brand and customer.
The photograhy style has been divided into two categories ‘Spaces’ and ‘People’ - in order to provide us with the flexibility to demonstrate our product and the benefits they bring to our customers.

Spaces

People

Photography – Spaces

Working with spaces
The photography of spaces should capture the simple minimalist style with a a pop of colour to accent the energy of the Whizdom brand.
• Images should carry a minimalist    look, with simple contrasting tones
• Creative crops of the spaces highlight a quirky perspective on our properties and their layouts
• A splash of bright colour will create     a balance between the    contemporary image of our brand    and the energy we bring to property.

Photography style for spaces

Photography – People

Working with people
We use people to bring across a sense of warmth and of the personality of the Whizdom brand.
Talent should represent the core attributes of our personality - Optimism, Youthful, Expressive, Cosmopolitan.
• Capture the energy and youthfulness of our audience
• Positivity and spontaneity of people     at play or at work
• The environment should feel natural, without elaborate colours - in keeping with the Spaces style.

Photography style for people

Whizdom graphics
A system has been developed for the use of supporting graphics on Whizdom branded touchpoints.
This system utilises crops of the Whizdom logo creating expressive graphic shapes that bring a truly unique touch to our visual system.
To keep consistency throughout the system, we recommend the usage of the four crops demonstrated below.
However, the system has been designed with creativity and versatility in mind and there is potential to extend beyond the crops indicated for different formats or touchpoints.

Crops

Supporting graphics – In use

Graphics in use
Below are examples of the supergraphic in use.
Example 1 shows the graphics applied to a white background for hoarding panels on a construction site, for instance.
The application of Grey supergraphics to a white background is our preferred approach.
However, the supporting graphics can also be applied as a photographic crop, extending the negative space, as shown on Example 2.

Example 1 - Hoarding

Example 2 - Website

Product descriptor

Product descriptor
The product descriptor is the name of the development that differentiate the Whizdom properties.
This is the principle guidelines  to create the product descriptor.

1.   Whizdom
Museo Sans 700
Whizdom Blue
2.   Product name / descriptor
Museo Sans 700
Tracking -10
Whizdom Blue

X

1

2

0.16X

0.08X

0.72X

0.3x

0.12X

0.09X

0.44X

0.1X

0.2X

Product descriptor - Examples

Co-branding

Co-branding lock up
The co-branding lock up of Whizdom and a partner’s logo is for co-branding marketing collaterals.
The principle guidelines (clear space and minimum size) applies for this lock up.
NOTE: The partner’s logo must be either equal (in height and width) or smaller than Whizdom’s logo. It should never be more dominant.
Clear zone
The clear zone should never be encroached upon by any design elements whether text, images or graphics, unless explicitly documented in this document.
Minimum size
A minimum size has been established to maintain optimum legibility and quality in every expression of the Whizdom brand.
Depending on the given  constraint area, the logo  shouldn’t be reproduced  at less than 10mm in height.

Partner
Logo

1/2x