Brand

Guidelines
August 2021 | Final
1
Brand guidelines
Contents

Our Brand Visual Identity

9. Illustrations
1.1 Purpose 2.1. Brand positioning
10. Iconography
1.2 Brand values 3. Logo
11. Photography
1.3 Brand personality 4. Color
12. Motion graphics & animation
5. Font
13. Brand collateral
6. Layout and construction

7. Flywheel pattern

8. Color blocks

2
Our brand
1.1 Brand purpose
1.2. Brand values
1.3. Brand personality
1.4. Brand vision statement

3
Our brand
1.1 Brand purpose

We exist to build paths

of success within
constantly evolving
ecosystems.

4
Our brand
1.2 Brand values
Intellectual
Curiosity
We are continuously
learning and stretching
our knowledge-base.
Brand Sense of Ownership
We have the autonomy
to do what's best for our
values
clients and enable the
teams to make that call.
Collaborative
We work as a team
both internally and
externally with our clients
to achieve a common
goal/ objective.
Client Driven
We ensure our teams
are focused on client
happiness and that is
the most important thing.
Solution Minded
We are natural problem
solvers and carry this
through to our client
relationships.
Integrity
We are determined to do
what is right for our clients
and follow-through with
our commitments.
Bias for Action
We have a proactive
mindset and culture
instilled in our colleagues.
Agility
We are able to mold
and adapt to exceed
our clients needs.
Discretion
We act as a strategic
behind the scenes partner,
allowing for credit for
success to given directly
to our clients.
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Our brand
1.3 Brand personality
Humble Experts
We are knowledgeable, effective
professionals able to quickly and
consistently add value to our
Brand
network, partners and colleagues.
We do this in a quiet,
unassuming, demonstrable
manner.
personality
Independently Minded
We know our minds and we are
happy to challenge conventional
wisdom and the status quo. We
work in a disruptive industry and
we know that to lead we must
often strike out in our own
direction.
Unapologetically Nerdy
We have a thirst for knowledge
and think it’s cool to really know
our stuff. We want to understand
complex problems and present
innovative solutions, and we want
to share what we’ve learned with
others.
Dependable
We follow through with our
commitments, we don’t stop until
the problem is solved, we deliver
results without fail and we stay
until the work is done.
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Our brand
1.4 Brand Vision Statement

Flywheel is
the premier global partner for
the world's most sophisticated and
successful brands, leveraging critical
technological and people capabilities
across Digital Commerce to drive the
strongest commercial performance in
the industry.
Visual Identity
2.1 Brand Positioning 3. Logo 9. Illustrations
2.2 Design principles 4. Color 10. Iconography
2.3 An overview 5. Font 11. Photography
2.4 In application 6. Layout and construction 12. Motion Graphics
7. Flywheel pattern 13. Brand Collateral
8. Color blocks

8
Visual Identity
2.1 Brand positioning

Brand Idea Partnership & greater growth for every step of the digital commerce journey
(Positioning)

Brand Promise The winning formula: combining the best of people and technology to create competitive advantage
(What we do)

Brand Purpose
We exist to build paths of success within constantly evolving ecosystems
(Why we exist)

Key ● Trust Key ● Pioneering

Emotional ● Connection Functional ● Indispensable
Benefits ● Understanding Benefits ● Best in Class
(what customers (what customers
feel) ● Inspiration think) ● Innovative

Reasons to
Believe Domain Expertise Industry Leading
(why we can uniquely Agility Scale
Tech & Team Thought Leadership & Innovation
deliver on the
promise)

Values Intellectual
Client Driven Bias for Action
Sense of Solution
Agility Collaborative Integrity Discretion
(how we do what we do) Curiosity Ownership Minded

Personality
(how we come Humble Experts Unapologetically Nerdy Independently Minded Dependable
across)

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Visual Identity
2.2 Design principles

flywheel Flywheel, heavy wheel attached to a rotating shaft so as to smooth out delivery of
power, increasing the machine's momentum and thereby provide greater stability.
/ˈflʌɪwiːl/
noun

Clear Constantly Evolving

Clarity is key. We arrange our layouts to be clear, structured and
creative. Every graphical element must be complementary and
considered in its use, there are no spare parts here.
We exist to build paths of success within constantly evolving
ecosystems - our design system must reflect this. Our branding should
always seek to grow and improve and be the best that it can be. Be it
subtle changes to our color palette, or design system, we always look
forward.

Flexible
Flexible but with constraints. We should always look to be flexible in
how we use our design system. We will look to implement our brand
scale, and turn the volume up on socials, or down when it comes to
PowerPoint decks. Flexibility will lie in the context of the asset.
Unique/Ownable/Considered
We are unique and our assets must reflect this. Ownable styles and
layouts that let us be ourselves. We’re always looking to gain an
advantage, and should use this branding to stand out on our own. No
one does it like we do.

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Visual Identity
2.3 An overview

Core identity elements

Logo Color Typography

Driving Growth in Digital Commerce

Driving Growth in Digital Commerce
Driving Growth in Digital Commerce

Core identity assets

Pattern Illustration Iconography Photography

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Visual Identity
2.4 In application

1. Pattern 2. Illustration 3. Iconography 4. Photography

Visual elements and assets
Our patterns bring a Our illustrations help The Flywheel icon Our photography focuses
The Flywheel visual assets bring unique and to tell the Flywheel library communicates on several key attributes;
our different materials to life, and recognisable identifier story – they are our services and confidence, collaboration,
to our materials. intelligent but technology in a simple accomplishment and
each has a specific role to play. balanced with format and has been authenticity. Photography
By using them consistently across 1.1 Where to use playfulness to created in line with the should be created
compliment our key visual. in-house and focus on
the “unapologetically Flywheel team members.
The pattern should be
business, we will build a strong used as a primary nerdy” personality. 3.3 Where to use
brand, and enable our customers visual element within 4.4 Where to use
Materials. The pattern 2.2 Where to use Supporting
to easily navigate our content. can be broken down presentation decks Should play a supporting
and used in a Can be used to and day to day assets role in assets to provide
Your choice of asset will depend variation of different support our decks, used by staff. a warm, human feeling to
on the message, content, data, or ways to give us a website and any Appropriate icon must the company. Can also be
flexible ever- relevant marketing be used in accordance used to break up large
information you are working with.
changing look and materials. with corresponding pieces of copy. Always
This page can be used to inform the
feel. service/technology. consider the context that
best choice of asset for your material. the photography is used.

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Visual Identity

Logo
3.1 An overview
3.2 Primary logo
3.3 Clearspace
3.4 Recommended minimum size
3.5 Color usage
3.6 Permitted backgrounds
3.7 What to avoid
3.8 In application
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Logo
3.1 An overview

The Flywheel logo appears on all of our communications – it should be prominent and consistent across all
assets.

Primary logo without endorsement Secondary logo with endorsement Logo colorways
This version of our logo should be used This version of our logo should be used There are black and white colorways
everywhere possible. as per Ascential guidance. available for legibility.

This version should be used on the

following major touch points:

● product brand website

● product brand social media
channels
● product brand hero reports /
campaigns (and associated
Logos
marketing materials)
Our logo’s can be found here.
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Logo
3.2 Primary logo

This is the primary logo and

should be used in most In application example
instances.

Always use the logo files provided

and do not recreate.

Logos
Our logo’s can be found here.
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Logo
3.3 Clearspace

The Flywheel logo should

always convey a
professional, yet
approachable presence in
any printed or digital format.

To maintain this presence, clear

space must be used on all sides of
the logo as not to diminish the
integrity of our brand.

The Flywheel “lowercase e” should

be used as a gauge for logo
clearspace.

No text or visual elements should

violate this space.

Certain exceptions may apply, such

as avatars or merchandise where
space is very limited. In these
instances, use your best judgement
to ensure our logo retains optimal
legibility.

Logos
Our logo’s can be found here.
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Logo
3.4 Recommended minimum size

To protect the logo, we

recommend that there is
Minimum width primary logo
a minimum size to ensure
the endorsement is
legible.

65px / 18mm

Minimum width secondary logo

130px / 46mm

Logos
Our logo’s can be found here.
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Logo
3.5 Color usage

The logo also appears in two

Primary logo without endorsement Secondary logo with endorsement
other colorways to ensure
legibility across various
materials, it should only
appear in black or white.

Logos
Our logo’s can be found here.
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Logo
3.6 Permitted backgrounds

Acceptable use of the Primary and Secondary logo

Flywheel logo on core
color palette.

Logo colorways

Logos
Our logo’s can be found here.
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Logo
3.7 What to avoid

Do not add shadows, patterns or other colours Do not rotate or distort the logo

Do not remove elements Do not outline the logo

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Logo
3.8 In application

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Visual Identity

Color
4.1 An overview
4.2 Color weighting
4.3 For everyday use
4.4 For designers’ use
4.5 What to avoid
4.6 Accessibility
4.7 Tints and shades

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Color
4.1 An overview

Hero color Accent colors Neutral colors

The Flywheel blue is our These colors will be used to compliment our hero color. We do Neutral colors are used to help
brand hero color and is not use these heavily, but in the context of an entire piece of compliment and balance the brighter
used heavily throughout work ie. a deck could be used sparingly as a section breaker accent colors we have.
our assets. as long as the overall usage through the piece isn’t over 50%.
We do not use the coral as a full bleed background color,
except for social assets.

Hero Accent Neutral

Flywheel Royal Deep Purple Fresh Mint Coral Stone Grey Cetacean Blue

Flywheel Royal Deep Purple Fresh Mint Coral Stone Grey Cetacean Blue
PMS 285 PMS 269 PMS 3252 PMS 170 PMS xxx PMS 2766
C91 M53 Y0 K0 C76 M83 Y26 K12 C89 M0 Y19 K0 C2 M57 Y55 K0 Cxx Mxx Yxx Kxx C97 M91 Y36 K34
R0 G12 B185 R60 G28 B92 R3 G214 B195 R251 G110 B82 Rxxx Gxxx Bxxx R0 G10 B56
#0070B9 #3C1C5C #03D6C3 #FB6E52 #F8f7f7 #000A38

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Color
4.2 Color weighting
Individual asset
color coverage 0% 50% 100%

Background Flywheel Royal

We can use these colors with Deep Purple

100%, full bleed background

Fresh Mint
coverage of individual assets
such as one pagers, socials etc. Coral *
Accent colours should be used
sparingly. Stone Grey

* Coral should only be used as a full bleed

Cetacean Blue
background on social assets

Content piece
color coverage 0% 50% 100%

Entire content piece Flywheel Royal

Other than FlyWheel blue, these Deep Purple

colors should not make up more

Fresh Mint
than 50% of any given larger
content piece i.e whitepaper, Coral *
presentation deck
Stone Grey
* Coral should only be used as a full bleed
background on social assets
Cetacean Blue
Color
4.3 For everyday use

Use of hero color in

backgrounds Flywheel blue Flywheel blue

Large text / Headline Large text / Headline

For everyday use

When the background is our hero

color, white should be used for text.
Black

When the background is white, Large text / Headline

black text should be used and in
some cases Flywheel Royal.

Flywheel Royal Flywheel Royal Black

PMS 285 PMS 285 C91 M79 Y62 K97
C91 M53 Y0 K0 C91 M53 Y0 K0 R0 G0 B0
R0 G12 B185 R0 G12 B185 #000000
#0070B9 #0070B9

Example of a full page with

FlyWheel Blue color

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Color
4.3 For everyday use

Use of accent colors in

backgrounds Large text Large text
Headline Headline
For everyday use
Fresh Mint Deep Purple
Keep the colour palette simple PMS 3252 PMS 269
to enhance consistency and C89 M0 Y19 K0 C76 M83 Y26 K12
recognisability across different R3 G214 B195 R60 G28 B92
mediums.
#03D6C3 #3C1C5C

Large text
Headline

Cetacean Blue
PMS 2766
C97 M91 Y36 K34
R0 G10 B56
#000A38

Example of a full page

with accent color

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Color
4.3 For everyday use

Use of hero color with pattern

Flywheel Flywheel
For everyday use
Large text / Headline Large text / Headline
Our Flywheel pattern appears in white
when used with the hero color
background.

When applied to a white background it

can be either black or Flywheel Royal.

Example of a full page

with Hero colour

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Color
4.3 For everyday use

Accepted colors for graphic pattern

For everyday use

Large text Large text
We should generally restrict ourselves to these Headline Headline
backgrounds and vector color combinations
for everyday use.

- Represents the flywheel pattern

White Purple Black Flywheel Royal

Large text
Headline

Cetacean Blue
PMS 2766
C97 M91 Y36 K34
R0 G10 B56
#000A38
White Flywheel Royal

Example of a full page

with color and pattern

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Color
4.4 For designers’ use

Hero Tints

Tint 1 Tint 2 Tint 3 Tint 4 Tint 5

Full Palette Flywheel Royal

For designers’ use

Deep Purple Tint 1 Tint 2 Tint 3 Tint 4 Tint 5
The range of hues provides flexibility to
create distinctive and ownable color
combos for products and data
Fresh Mint Tint 1 Tint 2 Tint 3 Tint 4 Tint 5
visualisation / infographics.

The primary color palette has been

extended with shades and tints for Coral Tint 1 Tint 2 Tint 3 Tint 4 Tint 5
exceptional reasons. Including
illustrations, iconography and data.

Accent Shades

Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

Flywheel Royal
White

Deep Purple Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

Black

Fresh Mint Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

Stone Grey

Coral Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

Cetacean Blue

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Color
4.4 For designers’ use

For designers’ use

Large text / Headline Large text / Headline
For designers’ use we can turn up the volume Headline Headline
on our brand assets and start using a wider
variation of color combinations. Body Text Body Text

Large text / Headline

Headline

Body Text

*social use only for Coral

Large text / Headline Large text / Headline Large text / Headline

Headline Headline Headline

Body Text Body Text Body Text

Large text / Headline Large text / Headline Large text / Headline

Headline Headline Headline

Body Text Body Text Body Text

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Color
4.4 For designers’ use

Accepted colours for graphic pattern

For designers’ use

Large text Large text Large text

Headline Headline Headline

Cetacean Blue
PMS 2766
C97 M91 Y36 K34
R0 G10 B56
#000A38
Mint Green Purple White Flywheel Royal Mint Green

Large text Large text Large text

Headline Headline Headline

Mint Green White White Mint Green Flywheel Royal White Cetacean Blue

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Color
4.5 What to avoid

Avoid using coral as a full background color. Avoid mixing text, background or pattern color Avoid color combinations that do not have a high
combinations that are not listed in the guidelines. contrast or go against accessibility standards.

Avoid using more than one color background. Avoid tint color combinations for text,
backgrounds or the Flywheel pattern. 32
Color
4.6 Accessibility

Here we have the Hero Color Neutral Colors

associated AAA or AA
accessibility ratings
for text on our hero, accent
and neutral colours. AAA
AAA
AA
Whenever possible, avoid creating AA
digital materials with text colour AA
combinations that do not fall
within either of these ratings.

Note: Text shown is for black and white

only.

Accent Colors

AAA AAA AAA

AA AA AA

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Color
4.7 Tints and shades

The primary color palette has been extended for exceptional reasons.
Including illustrations, iconography and data.

Flywheel Royal tints and shades

Tint 1 Tint 2 Tint 3 Tint 4 Tint 5

#007CCF #0098FE #2DABFF #5CBEFF #8AD0FF

Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

#005E9D #004F83 #004776 #003F69 #00375C

Variations picked using coolors.co/0070b9

A shade is created by adding black to a base color, increasing its darkness.

Shades appear more dramatic and richer.

A tint is created by adding white to a base color, increasing its lightness.

Tints are likely to look pastel and less intense.
34
Color
4.7 Tints and shades

The primary color palette has been extended for exceptional reasons.
Including illustrations, iconography and data.

Deep Purple tints and shades

Tint 1 Tint 2 Tint 3 Tint 4 Tint 5

#653296 #803FBD #9964CB #B38BD8 #CCB1E5

Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

#462267 #40205F #3B1D57 #361A4F #301847

Variations picked using coolors.co/3c1c5c

A shade is created by adding black to a base color, increasing its darkness.

Shades appear more dramatic and richer.

A tint is created by adding white to a base color, increasing its lightness.

Tints are likely to look pastel and less intense.
35
Color
4.7 Tints and shades

The primary color palette has been extended for exceptional reasons.
Including illustrations, iconography and data.

Fresh Mint tints and shades

Tint 1 Tint 2 Tint 3 Tint 4 Tint 5

#27F4D8 #4BF6DF #6FF7E5 #93F9EC #B7FBF2

Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

#0AC7AE #078574 #056457 #045349 #03423A

Variations picked using coolors.co/03d6c3

A shade is created by adding black to a base color, increasing its darkness.

Shades appear more dramatic and richer.

A tint is created by adding white to a base color, increasing its lightness.

Tints are likely to look pastel and less intense.
36
Color
4.7 Tints and shades

The primary color palette has been extended for exceptional reasons.
Including illustrations, iconography and data.

Coral tints and shades

Tint 1 Tint 2 Tint 3 Tint 4 Tint 5

#FF8377 #FF978E #FFACA5 #FFB7B0 #FFC1BB

Shade 1 Shade 2 Shade 3 Shade 4 Shade 5

#FF6962 #FF6355 #FF5748 #E6473C #DD4239

Variations picked using coolors.co/ff7062

A shade is created by adding black to a base color, increasing its darkness.

Shades appear more dramatic and richer.

A tint is created by adding white to a base color, increasing its lightness.

Tints are likely to look pastel and less intense.
37
Visual Identity

Font
5.1 An overview
5.2 Specifications
5.3 What to avoid
5.4 In application

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Font
5.1 An overview Font available to download here

Lexend is a variable Google font shown to

significantly improve reading-proficiency.

Lexend
A san serif with slight geometric shapes. Humble in its
appearance it has “unapologetically nerdy”
beginnings.

Lexend pulls the most important typographic factors in

reading-proficiency into a variable font that was
designed specifically to fluctuate based on a reader’s
Words Correct per Minute score — a typographic
system that could be changed to make the words more
readable, based on who’s reading them.

Light AaBbCcDdEe 1234567890!@£#$%^&*

Normal AaBbCcDdEe 1234567890!@£#$%^&*

Medium AaBbCcDdEe 1234567890!@£#$%^&*

Semi Bold AaBbCcDdEe 1234567890!@£#$%^&*

Bold AaBbCcDdEe 1234567890!@£#$%^&*

39
Font
5.2 Specifications Font available to download here

Specifications (General rules)

Case: Sentence case

Alignment: Left-aligned
Line-height: equal to font size
Tracking: 0 Optimizing Digital Retail
Large titles: Lexend Medium size 48
Heading: Lexend Medium size 24
H2: Lexend Medium size 12
for the world’s largest
brands.
Pull quote: Lexend Normal size 15
Body text: Lexend Normal size 11

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Font
5.3 What to avoid
Here are some examples of
things to avoid when using
our font on a day-to-day
basis.
Please avoid mixing
Our text size should be
consistent. Do not change
Text size should be consistent.
Do not change size within
size within the same
page or asset
Avoid different sized font.
Headlines should be one size
- body copy another.
styles and weights
on our COPY
Don’t mix styles and weights.
Avoid
Don’t add treatments or
affects to text.
Avoid coloured
text on a coloured
the same deck background
Try to avoid different sized Keep text black or white
font from one page to the according to guidelines.
next (if possible).
This is a headline
No higher than medium
Dont outline text.
weight on headlines.
Try to avoid central or right
aligned copy. AVOID
Don’t centralise or right align
No uppercase.
where possible.
41
Font
5.4 In application

42
Visual Identity

Layout and
construction
6.1 An overview
6.2 Grid system
6.3 Using the grid system
6.4 What to avoid
6.5 In application

43
Layout and construction
6.1 An overview

The Flywheel brand is built around a grid system – a trusted method for clean and consistent designs every time.
This makes collaboration a lot easier and faster. It also brings harmony and consistency to your work.

Pattern Text and Image Photography

44
Layout and construction
6.2 Grid system

The grid system helps to efficiently align page elements based on sequenced columns and rows.
We use this column-based structure to place text, images, and functions in a consistent way throughout the design.

Aligning text and images in columns and rows allows for enough white space The Flywheel pattern has been built up using a
Making the content easier to read and keeping it clean and organised. grid system to create symmetric building blocks.

45
Layout and construction
6.3 Using the grid system

The grid is made up of symmetric squares built up to form columns and rows – this gives the page a working structure as the
foundation.
Think of each element like a building block that fits to the grid in a certain amount of squares.

Hierarchy
This is a visual technique that helps you to navigate a page – the different
levels of emphasis show you where to begin and draw focus to the most
important elements i.e page titles appear in a larger font to captions so
the viewer knows where to start reading.

Alignment
This is helpful for consistency – using the grid to align your content
will make sure it is evenly spaced and reads well.

Margins
Help you define and separate different sections and allows for a clear
space to be left in between important elements of the the design, giving
your content room to breathe. Using visual space and proximity to show
relationships in your content i.e grouping related items closer together.

Contrast
Using contrast can make a page appear more dynamic – it breaks up the
content and makes it more visually appealing i.e an illustration aligned to
a paragraph of text.

46
Layout and construction
6.4 What to avoid

The grid system helps to efficiently align page elements based on sequenced columns and rows.
We use this column-based structure to place text, images, and functions in a consistent way throughout the design.

Avoid overfilling the space with lots of Avoid overlapping content – when text is Avoid placing content at random – our
content, Flywheel material should be clear placed over photographs or screenshots it templates help the flow of the content on the
and organised for a better user experience. can be difficult to read, keep a clear space page, making it easier to understand.
around content for better accessibility.

47
Layout and construction
6.5 In application

48
Visual Identity

Flywheel
pattern
7.1 Purpose
7.2 An overview
7.3 How to use
7.4 What to avoid
7.5 In application

49
Flywheel pattern
7.1 Purpose

The Flywheel pattern is an

expansive, flexible visual
that evolves our original
cog elements in to a
machine-like structure,
consisting of intricately
designed building blocks

50
Flywheel pattern
7.2 An overview

Our ownable graphical

device is built using a series
of geometric shapes,
broken up to form an
abstract machine, full of
gears and cogs and
creating the sense of
movement within a gridded
system.

This graphic focuses on the

machine Flywheel has built. Its
many moving parts, its expansion
and ultimate leadership in its area
of expertise.

The full pattern

For consistency, when creating new
assets, always refer to the master
graphic to form patterns and visuals.

51
Flywheel pattern
7.3 How to use

For designers’ use

Due to the size of our key

visual, we have chosen a
smaller section to break
down and use in our assets
(other parts of the full
pattern can be used in the
future to freshen up our
designs.). Approx 5x5 at any
one time for consistency.

This will help to restrict and focus

our designs as well as make a more
recognisable pattern externally.

We can break this section down to

suit any given asset. This will be
explained in the following pages

The full pattern

For consistency, when creating new
assets, always refer to the master
graphic to form patterns and visuals.

52
Flywheel pattern
7.3 How to use

For designers’ use

This 5x5 section of our

pattern can be broken
down in any way you like.
The image on the right
shows some examples of
how you can break the
pattern down.

Once broken down the pattern

can be rotated and applied at
only 90, 180 and 360 degree
angles.

Note: these are just examples, you can

break the pattern down in any way you
like that adhere to these guidelines.

53
Flywheel pattern
7.3 How to use

For designers’ use

You can also delete smaller parts of the pattern to

create new interesting visuals that suit the asset
you’re working on.

Don’t be too extreme with this - we want the pattern to still be

recognisable and ownable.

Note: The colours simply show what has been deleted at each stage - any of
these patterns can be used on an asset at any stage of the break down.

54
Flywheel pattern
7.3 How to use

For designers’ use Note: These smaller sections can be

used individually or added to other
sections like below.
Once you have broken down the pattern to a suitable
size, you can also add a small part of the pattern to
another.

We recommend only adding one small section of the pattern to

another, as shown in the examples. This is designed to make the
pattern more flexible - too many additions to the pattern can decrease
its recognisability, and create clutter.

55
Flywheel pattern
7.4 What to avoid

Avoid overfilling the space with too Avoid breaking the grid – the Avoid floating sections – we want the Avoid removing too much of the grid
much of the pattern. We want the Flywheel pattern is aligned to a pattern to be considered and – we want the pattern to always
pattern to visually enhance designs square grid for consistency. deliberate. It should not obstruct the appear structured and recognisable
not distract from the main content. content or appear to be random. as a machine-like system.

Avoid overlapping any text with

the Flywheel pattern.

56
Flywheel pattern
7.5 In application

57
Visual Identity

Color blocks
8.1 An overview
8.2 Examples and usage
8.3 Acceptable color combinations
8.4 What to avoid

58
Color blocks
8.1 An overview

For designers’ use

You can use the pattern as

it comes, as a colored line
vector, or, you can fill some
of the smaller sections to
create a more colorful
design.

We try to avoid using these on

assets such as deck presentations
where there is the possibility of
large amounts of copy or imagery.

However we can look to explore

this in areas such as social media
assets, one pagers, website design
etc...

59
Color blocks
8.2 Examples and usage

For designers’ use

When filling in the pattern be sure to ensure it is balanced with the all elements of the specific
asset.

Below we have some simple rules to follow when using the color blocking approach and over the next few pages
we will give some simple rules around acceptable color combinations.

You can either select a small area to fill in, or cover a larger area, even if you cover some of Make sure the coloured areas are not You can fill in up to three sections of the
the lines of the original pattern. This is to give us more flexibility in our designs, and ensure directly touching. pattern with color, as long as it is in line
we can create a balanced design. with the color combinations on the
following pages. Try to avoid filling more
than 3 sections.

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Color blocks
8.3 Acceptable color combinations (Hero)

For designers’ use

Color combinations for color blocking when using

the pattern and hero blue as the dominant color in an
asset.
Hero Blue + 1 color Hero Blue + 2 colors Hero Blue + 3 colors
Hero Blue + 1 accent or neutral Hero Blue + 2 colors (2 accents or 1 accent + 1 Hero Blue + 3 colors (add white for text or key visual vector)
(add white for text or key visual) Neutral) (add white for text or key visual vector)

+ + + + + +

#007CCF #007CCF #007CCF

+ + +

+ + +

+ + +

#03D6C3 #FB6E52 #000A38 #3C1C5C

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Color blocks
8.3 Acceptable color combinations (Accents)

For designers’ use

Color combinations for color blocking when using

the pattern and mint green as the dominant color in an asset.

Coral + 1 color Coral + 2 colors Coral + 3 colors

Coral + 1 color (add black for text Coral + 2 colors (add black for text and white for Coral + 3 colors (add black for text and white key visual
and white for key visual) key visual vector) vector)

+ + + + + +

#03D6C3 #03D6C3 #03D6C3

+ + +

+ + +

+ + +

#FB6E52 #007CCF #000A38 #3C1C5C

62
Color blocks
8.3 Acceptable color combinations (Accents)

For designers’ use

Color combinations for color blocking when using

the pattern and purple as the dominant color in an asset.

Coral + 1 color Coral + 2 colors Coral + 3 colors

Coral + 1 color (add black for text Coral + 2 colors (add black for text and white for Coral + 3 colors (add black for text and white key visual
and white for key visual) key visual vector) vector)

+ + + + + +

#3C1C5C #3C1C5C #3C1C5C

+ + +

+ + +

+ + +

#FB6E52 #007CCF #000A38 #03D6C3

63
Color blocks
8.3 Acceptable color combinations (Neutral)

For designers’ use

Color combinations for color blocking when using

the pattern and Cetacean Blue as the dominant color in an asset.

Coral + 1 color Coral + 2 colors Coral + 3 colors

Coral + 1 color (add black for text Coral + 2 colors (add black for text and white for Coral + 3 colors (add black for text and white key visual
and white for key visual) key visual vector) vector)

+ + + + + +

#000A38 #000A38 #000A38

+ + +

+ + +

+ + +

#FB6E52 #007CCF #03D6C3 #3C1C5C

64
Flywheel pattern
8.3 Acceptable color combinations (Accents)

For designers’ use Note: Coral should only be used

as a dominant color on socials
Color combinations for color blocking when using
the pattern and coral as the dominant color in an asset.

Coral + 1 color Coral + 2 colors Coral + 3 colors

Coral + 1 color (add black for text Coral + 2 colors (add black for text and white for Coral + 3 colors (add black for text and white key visual
and white for key visual) key visual vector) vector)

+ + + + + +

#FB6E52 #FB6E52 #FB6E52

+ + +

+ + +

+ + +

#03D6C3 #007CCF #000A38 #3C1C5C

65
Flywheel pattern
8.4 What to avoid

Don’t overlap text with Don’t take up too Don’t use the pattern excessively. Layouts
the pattern at any large should remain clear and clutter free.
Here are some examples of time. of an area when color
things to avoid when using blocking.
our pattern and color
blocking.

Don’t let 2 colored Don’t use the same

blocks touch directly. colour twice when
colour blocking.

66
Visual Identity

Illustrations
9.1 An overview
9.2 Illustration principles
9.3 Construction and style guide
9.4 Additional color
9.5 Color breakdown
9.6 What to avoid
9.7 In application

67
 WIP
Illustration
9.1 An overview

Our illustrations help to tell the Flywheel story – they are intelligent but balanced with
playfulness
to compliment our “unapologetically nerdy” personality.

68
 WIP
Illustration
9.2 Illustration principles

For designers’ use

Illustrations with outer arch Illustrations with outer arch
Following an isometric style
that gives the visuals more
perspective – the depth
allows for a more detailed
illustration with layers of
detail and the outer arch
creates a sense of
movement around
the main visual.

The illustration focus should

always be facing to the right to
represent a forward-thinking
brand.

69
Illustration
9.3 Construction and style guide
For designers’ use
Construction
Keep the illustrations within the
inner ring.
Angle elements to add depth - imagine they
are floating in empty space. Illustrations
should always be facing to the right to
represent a forward-thinking brand.
Use rounded and circular elements for a
more modern feel.
Color
Use the primary color palette to
enhance elements.
Use tints and shades to create
highlights and shadows.
Use a Cetacean Blue 1px stroke to outline
elements.
Use references to tech and digital.
Tints and shades for illustration
Decoration
The outer arch creates a sense of
movement.
The arch should be rotated at 45º each time.
To enhance the illustration use colors from the
primary color palette as a background color.
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Illustration
9.4 Additional color

For designers’ use

A yellow has been

introduced to break up the Shade 1 Yellow Tint 1
colors, this is only an accent #FFDA0C #FFE238 #FFE863
color and should not be
used for backgrounds or
larger elements of the
visuals.

It can be used to draw attention to

a smaller element of the
illustration.

71
Illustration
9.5 Color breakdown

For designers’ use

Using the tints and shades

to create highlights and
shadows. This creates a
more 3 dimensional look to
the illustration and adds
depth.

The coral background enhances

the illustration. When choosing a
background color go for a high
contrast from the primary color
palette.

72
Illustration
9.6 What to avoid
For background colors: only choose
from the primary color palette,
not the tints or shades.
The illustrations can be used
without the outer arch but avoid
using without a background, the
background is there to enhance
the visual.
Make sure there is a high contrast
between the illustration and
document background
to help the illustration stand out.
Don’t combine with iconography
style: the illustrations should always
be in an isometric (3 dimensional)
style.
73
 WIP
Illustration
9.7 In application

List to be provided by FW

List to be provided by FW List to be provided by FW

74
Visual Identity

Iconography
10.1 An overview
10.2 Color sets and usage
10.3 What to avoid
10.4 In application

75
 Work in progress
Iconography
10.1 An overview

A unique icon system for

supporting marketing
assets and other collateral.
The Flywheel icon library
communicates our services
and technology in a simple
format, supporting
presentation decks and
day-to-day assets used by
the staff.

Download full icon library

here

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 Work in progress
Iconography
10.2 Color sets and usage

A linear icon system in-line

with the Flywheel pattern
and illustrations, using a
flexible two-color style in
various color sets, based on
the primary color palette.
Created with a circular
focus and contained by the
arch for consistency.

Flywheel Royal two-color style

When using the icons for
presentation decks and other
marketing materials use the icons
as a supporting asset to visually
enhance the content rather than
in place of text or as a leading
image.

If using multiple icons in one

asset,
avoid mixing color sets as this
can be distracting from the main
content.
Competition icon TBC by FW
The color sets are stylised in-line
with our presentation templates
for a more cohesive overall look.
77
 Work in progress
Iconography
10.2 Color sets and usage

A linear icon system in-line

with the Flywheel pattern
and illustrations, using a
flexible two-color style in
various color sets, based on
the primary color palette.
Created with a circular
focus and contained by the
arch for consistency.

Mint two-color style

When using the icons for
presentation decks and other
marketing materials use the icons
as a supporting asset to visually
enhance the content rather than
in place of text or as a leading
image.

If using multiple icons in one

asset,
avoid mixing color sets as this
can be distracting from the main
content.
Competition icon TBC by FW
The color sets are stylised in-line
with our presentation templates
for a more cohesive overall look.
78
 Work in progress
Iconography
10.2 Color sets and usage

A linear icon system in-line

with the Flywheel pattern
and illustrations, using a
flexible two-color style in
various color sets, based on
the primary color palette.
Created with a circular
focus and contained by the
arch for consistency.

Purple two-color style

When using the icons for
presentation decks and other
marketing materials use the icons
as a supporting asset to visually
enhance the content rather than
in place of text or as a leading
image.

If using multiple icons in one

asset,
avoid mixing color sets as this
can be distracting from the main
content.
Competition icon TBC by FW
The color sets are stylised in-line
with our presentation templates
for a more cohesive overall look.
79
 Work in progress
Iconography
10.2 Color sets and usage

A linear icon system in-line

with the Flywheel pattern
and illustrations, using a
flexible two-color style in
various color sets, based on
the primary color palette.
Created with a circular
focus and contained by the
arch for consistency.

Coral two-color style

Usage TBC
*Can be introduced to decks in the
future as an extra option.

Competition icon TBC by FW

80
Iconography
10.3 What to avoid

When using multiple icons in one Avoid distorting the shape. Avoid recoloring. There are a variety Avoid using the icons at a large scale
asset, avoid mixing color sets as The icons have been created all equal of color sets available for all brand or as a leading asset. Think more of a
this can be distracting from the in dimension for an easier purposes, based on the primary color visual support.
main content. user experience. palette.

81
 Work in progress
Iconography
10.4 In application

82
Visual Identity

Photography
11.1 Purpose
11.2 An overview
11.3 Primary photography
11.4 Quick checklist for in-house photography
11.5 Secondary photography
11.6 What to avoid
11.7 Using the Flywheel pattern

83
Our photography
11.1 Purpose

Flywheel through the

lens of our people

84
Our photography
11.2 An overview

Internal photographs
to be provided Our photography brings the personality and culture
of Flywheel to our materials. It conveys the dedication and
expertise of our services by using photography
of the people at the heart of the business.

1. Primary photography

Our primary photography is our hero imagery style. These informal

portraits of our people, office and space. These photos should be authentic
by featuring our people and taken by our people where possible. The
Flywheel pattern can also be overlaid where possible.

2. Secondary photography

Our secondary photography is used in support of our primary photography

at less prominent levels within our material.

Our secondary photography consists of more literal representations of the

themes or subjects we will cover in our materials. These can consist of
examples of technology. The Flywheel pattern can also be applied where
possible.

All imagery should follow Ascentials Gender Equality Guidance.

85
Our photography
11.3 Primary photography

Some key attributes of Flywheel’s

photography are confidence,
collaboration, accomplishment and
authenticity.
The lighting should feel natural to the
environment in which the photo is taken. Use
color photos whenever possible.

● Flywheels people / Teamwork

● Flywheels spaces
● Uncluttered workspaces and
backgrounds
● Diverse with genuine moments of
engagement
● Leadership and authentic warmth
● Interesting angles and compositions
● Genuine settings and natural poses for
portraits. Depth of field
● Sharp focus on subject matter

Note: Our primary photography is our hero imagery

style. These informal portraits of our people, office and
space. These photos should be authentic by featuring
our people and taken by our people where possible. The
Flywheel pattern can also be overlaid where possible.

All imagery should follow Ascentials Gender Equality

Guidance.

86
Our photography
11.4 Quick checklist for in-house photography

❏ Taken in-house Internal photographs

to be provided
❏ Include an authentic scene
❏ Aligns to our photography themes
❏ A sense of purpose
❏ Genuine and natural
❏ Confident
❏ Collaboration
❏ In color

87
Our photography
11.5 Secondary photography

Some key attributes of Flywheel’s

photography are confidence,
collaboration, accomplishment and
authenticity.
The lighting should feel natural to the environment
in which the photo is taken. Use color photos
whenever possible.

● Philanthropy work
● Technology should be visually engaging
and a unique crop and perspective
● Abstract (data / technology /
ecommerce)
● Uncluttered workspaces and backgrounds
● Interesting angles and compositions
● Genuine settings and natural poses for
portraits. Depth of field
● Sharp focus on subject matter

Note: Our secondary photography is used in support of

our primary photography at less prominent levels within
our material.

Our secondary photography consists of more literal

representations of the themes or subjects we will cover in
our materials. These can consist of examples of
technology. The Flywheel pattern can also be applied
where possible.

All imagery should follow Ascentials Gender Equality

Guidance. 88
Our photography
11.6 What to avoid

To keep the photography looking and feeling authentic and consistent across all applications,
the following examples should illustrate types and styles of photography to avoid when selecting
imagery.

Avoid using images that lack a Avoid using images that are overly Avoid using images of people that are Avoid using images that are over
sense of focus, story or purpose. busy in composition. sad or lack optimism. exposed or flat in color.

Avoid using images of situations Avoid use images that are posed, or Avoid using images that are overly Avoid using images of people that feel
that do not feel genuine. people that appear to be models. dramatic or may have negative impersonal or staged.
undertones.

89
Our photography
11.7 Using the Flywheel pattern

For designers’ use

The Flywheel pattern can be applied

to photographs to enhance the visual.

This can be done by using smaller pieces

of the pattern as a focus or to decorate the
composition.

The grid system also applies to photography,

when adding sections of the Flywheel pattern
to photography refer to the pattern guidance.

90
 To be completed by Video team
Visual Identity

Motion graphics
& animation
12 xxxxx

91
 To be completed by Video team
Motion graphics & animation
12 xxxxx

92
 To be completed by Video team
Motion graphics & animation
12 xxxxx

93
Visual Identity

Brand collateral
13.1 An overview
13.2 Email signature
13.3 Business stationery
13.4 Marketing assets
13.5 Presentation decks

94
Brand collateral
13.1 An overview

95
Brand collateral
13.2 Email signature

Format (Copy below) Set up your email signature

FirstName LastName Go to Gmail > Settings

Full Title Choose the General tab at the top of the page
Flywheel Digital Go to Signature
Select + Create new
My pronouns are: She/Her/He/Him/They/Them - What's
Name new signature and press Create
this?

(000) 000-0000
email@flywheeldigital.com

Address Line 1
Address Line 2
Address Line 3
A B C D E

flywheeldigital.com

A Font C Color
Sans Serif (equivalent to Arial) Black / RGB 0 0 0

B Font size D Hyperlink

Normal Website link to flywheeldigital.com
And color it in black
E Logo image size
Small
96
Brand collateral
13.3 Business stationery

Business card mockup Letterhead mockup

97
Brand collateral
13.4 Marketing assets

98
Brand collateral
13.5 Presentation decks

99
Visual Identity
Contact us

Questions and queries

to be directed to:

marketing@flywheeldigital.com

100