MC Moters

Brand
Style Guide
Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 01
Index 01 — Mission
Statement
Principles
03
04
05
02 — Foundations 10
Voice & Tone 11
Logo 12
Color 23
Type 28
03 — Platform 31
Light 32
Brand Photography 37
Putting it All Together 41
04 — Contact 51
Mission
Empower
the world’s
storytellers.
Mission Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 04
Principles We embody our vision by living up to our
brand & craft values. We are undeniable,
premium, professional, and cinematic.
Mission / Principles Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 05
Undeniable. We are a source of
aspiration. The recognized leader in
design, technology, and innovation
for film collaboration.
Premium. Every detail is deliberate and
essential. Our customers see the same
passion and perfectionism in our brand
as they pour into their own work.
Professional. We consistently exemplify
our value and our commitment as the
most reliable, essential platform for
video collaboration.
Cinematic. We foster and connect with
our audience through our own passion
for film. We celebrate the craft and
creative process of cinema.
Foundations
Clear.
Concise.
Confident.
Authentic.
We keep it short and to the point. We speak from a
place that respects the creators and professionals
who trust our platform with their life’s work.
Foundations Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 11
Our Symbol. Our symbol is our mark of
authenticity. It’s unique and striking
and can increasingly stand alone with
its ever-growing brand awareness.
Foundations / Logo Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 12
Variants. We have three use cases for
our symbol. White on dark, black on
light, and cobalt on light.
Symbol clearspace. When our mark is
used alone, proper spatial margins
ensure a strong presence and show
confidence and respect for the brand.
X = Height of the symbol / 2
Centering. When centering the mark,
remember to account for the ‘arrow
effect.’ Optically center the symbol by
aligning the metric center to the right
edge of the second bar in the mark.
Wordmark. Our wordmark should be
used in communications, or when
speaking to audiences outside our
immediate ecosystem — basically
any situation with less instant brand
recognition. It’s the more formal
symbol of our brand.
Variants. We have four use cases for our
lockup. All white on dark, black on light, and
cobalt symbol for both. White and black are
primary, while cobalt is secondary.
Primary Primary
Secondary Secondary
Wordmark clearspace. When using
the wordmark it’s important to ensure
generous margin to allow the logo a
strong presence where it lives.
Adobe co-branding. The ‘Adobe
Wordmark’ conveys our relationship
with Adobe while retaining our unique
brand identity.
Property & partner lockups. We have
two foundational patterns for how we
lock up our logo mark with 1) our own
properties and communication
surfaces, and 2) our partners.
insider
Misuse. Our logo was carefully
constructed for its intended use.
Please avoid altering the scale,
proportions, layout, or color.
DON’T Use the wordmark without the symbol DON’T Stack the symbol and wordmark
DON’T Add a gradient to the logo DON’T Adjust the proportionate relationship of the symbol and workdmark
Foundations / Logo Foundations / Logo © 2022 Adobe Inc. All rights reserved. 22
Our brand colors are vibrant and bright.
Color They provide strong contrast to our dark
and cinematic aesthetic.
Palette. Our brand uses black
space to cinematically highlight
the content we create. Our brand
colors are bright and vibrant to
White
Black
Cobalt
Electric
Iris
Coral
contrast and attract attention.
#000000
#5B53FF
#47EBEB
#FFFFFF
#FC856D
#8952FD
255, 255, 255
91, 83, 255
0,0,0
71, 235, 235
137, 82 ,253
252, 133, 109

Foundations / Color Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 24
Extended palette. Our extended
Cobalt Light HEX #6369FF RGB 99, 105, 255
palette is used to provide greater
range of accessibility and contrast

Cobalt HEX #5B53FF RGB 91, 83, 255
when required in specific context.
They should never be used as

Cobalt Dark HEX #5237F9 RGB 82, 55, 249
primary applications.
Electric Light HEX #87FFFF RGB 135, 255, 255
Electric Light HEX #47EBEB RGB 71, 235, 235
Electric Dark HEX #00B8B9 RGB 0, 184, 185
Iris Light HEX #9F75F9 RGB 159, 117, 249
Iris HEX #8952FD RGB 137, 82, 253
Iris Dark HEX #632CDA RGB 99, 44, 218
Coral Light HEX #FCA493 RGB 252, 164, 147
Coral HEX #FC856D RGB 252, 133, 109
Coral Dark HEX #E36B52 RGB 227, 107, 82
Gradients. Our brand palette is
blended together to create lush
gradients to add mesmerizing
vibrance to our brand.
a
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m
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ta
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/
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S
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ie
ie
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ie
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Greyscale. Our greyscales are used Grey 00 HEX #6369FF RGB 0, 0, 0
to provide a robust range of values to

Grey 05 HEX #0D0D18 RGB 13, 13, 24
achieve soft and hard contrasts in

Grey 08 HEX #12131D RGB 18, 19, 29
both light and dark applications.
Grey 10 HEX #161722 RGB 22, 23, 34
Grey 12 HEX #1D1F2C RGB 29, 31, 44
Grey 15 HEX #252736 RGB 37, 39, 54
Grey 20 HEX #2E2F40 RGB 46, 47, 64
Grey 30 HEX #36384A RGB 54, 56, 74
Grey 40 HEX #4F5167 RGB 79, 81, 103
Grey 50 HEX #6A6B83 RGB 106, 107, 131
Grey 60 HEX #81859F RGB 129, 133, 159
Grey 70 HEX #A3A4BF RGB 163, 164, 191
Grey 80 HEX #C1C2D9 RGB 193, 194, 217
Grey 88 HEX #D5D6EA RGB 213, 214, 234
Grey 90 HEX #DEDFEE RGB 222, 223, 238
Grey 93 HEX #E8E9F3 RGB 232, 233, 243
Grey 9 5 HEX #F0F0F7 RGB 240, 240, 247
Grey 97 HEX #F5F5F8 RGB 245, 245, 248
Grey 100 HEX #FCFCFC RGB 252, 252, 252
Type Our typeface, Frame Gothic, is a modernist
sans serif. It lends confidence and clarity to
our voice, and it’s uniquely ours.
Frame Gothic. Our primary brand
typeface, it is to be used across all
surfaces of communication when
representing frame.io.
Foundations / Type Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 29
Weights. Frame Gothic is a variable
weight typeface. We utilize 4 preset Frame Gothic Thin
weights to create a harmonious balance.
Frame Gothic UltraLight

Frame Gothic Light
Frame Gothic Regular
Frame Gothic Medium
Frame Gothic SemiBold
Frame Gothic Bold
Frame Gothic UltraBold
Frame Gothic Black
Foundations / Type Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 30
Platform
Light Light is an essential part of film and
cinema, and we use lighting in three
distinct ways to showcase our brand,
bring content to life, and create a unique
and ownable consistency.
Platform Brand Style Guide · 10/22 © 2022 Adobe Inc. All rights reserved. 32
Cast light. Capturing the ambience of a
filmic workspace — a darkened edit bay,
soundstage, etc. Cast light reflects the
dominant colors in an asset and often
radiates beyond its boundaries for a
heightened presence on the page.
Platform / Light Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 33
Spotlights. Shapes echoing the
frame.io brand mark are used when
the brand needs to stand on its own,
such as presentation decks,
advertising, or social media.
Next gen video

collaboration →
SPV01
SPV02
SPV03
SPV04
COBALT CORAL VIBRANCE HENDRIX
SPH01
SPH02
SPH03
SPH04
COBALT CORAL VIBRANCE HENDRIX
Section / /Sub-Section
Platform Light Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 38
35
Area lighting. In bespoke interpretations
of our brand palette, we provide a
flexible yet consistent look and feel to
individual campaigns, events, or
content series.
The theme of light as a brand expression
Brand
carries over to our photography and
video art direction.

Photography
Platform Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 37
Aspirational storytelling. We celebrate
creators working their craft at the
highest levels, in cinematic moments  
of behind-the-scenes collaboration  
and expression.
Platform / Brand Photography Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 38
Putting it
Our foundations work together to create
a unified and cohesive brand language.
all together We bring together the elements of our
colors, photography, and distinct
lighting treatments that define our
unique brand identity.
Platform Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 41
Platform / Putting it All Together Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved. 42
Agencies
Brands
Influencers
Productions
Sports franchises
Platform / Putting it All Together Brand Style Guide — October ‘22 © 2022 Adobe Inc. All rights reserved.
That’s  
a wrap.
fio-brand-studio@adobe.com
#fio-brand-studio

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Brand

aspiration. The recognized leader in

design, technology, and innovation

for film collaboration.

our value and our commitment as the

most reliable, essential platform for

authenticity. It’s unique and striking

and can increasingly stand alone with

its ever-growing brand awareness.

X = Height of the symbol / 2

used in communications, or when

speaking to audiences outside our

immediate ecosystem — basically

any situation with less instant brand

recognition. It’s the more formal

symbol of our brand.

Wordmark’ conveys our relationship

with Adobe while retaining our unique

constructed for its intended use.

Please avoid altering the scale,

proportions, layout, or color.

71, 235, 235

252, 133, 109

palette is used to provide greater

range of accessibility and contrast

when required in specific context.

They should never be used as

Electric Light HEX #87FFFF RGB 135, 255, 255

Electric Light HEX #47EBEB RGB 71, 235, 235

Electric Dark HEX #00B8B9 RGB 0, 184, 185

Iris Light HEX #9F75F9 RGB 159, 117, 249

Iris HEX #8952FD RGB 137, 82, 253

Iris Dark HEX #632CDA RGB 99, 44, 218

Coral Light HEX #FCA493 RGB 252, 164, 147

Coral HEX #FC856D RGB 252, 133, 109

Coral Dark HEX #E36B52 RGB 227, 107, 82

blended together to create lush

gradients to add mesmerizing

vibrance to our brand.

to provide a robust range of values to

achieve soft and hard contrasts in

Grey 10 HEX #161722 RGB 22, 23, 34

Grey 12 HEX #1D1F2C RGB 29, 31, 44

Grey 15 HEX #252736 RGB 37, 39, 54

Grey 20 HEX #2E2F40 RGB 46, 47, 64

Grey 30 HEX #36384A RGB 54, 56, 74

Grey 40 HEX #4F5167 RGB 79, 81, 103

Grey 50 HEX #6A6B83 RGB 106, 107, 131

Grey 60 HEX #81859F RGB 129, 133, 159

Grey 70 HEX #A3A4BF RGB 163, 164, 191

Grey 80 HEX #C1C2D9 RGB 193, 194, 217

Grey 88 HEX #D5D6EA RGB 213, 214, 234

Grey 90 HEX #DEDFEE RGB 222, 223, 238

Grey 93 HEX #E8E9F3 RGB 232, 233, 243

Grey 9 5 HEX #F0F0F7 RGB 240, 240, 247

Grey 97 HEX #F5F5F8 RGB 245, 245, 248

Grey 100 HEX #FCFCFC RGB 252, 252, 252

typeface, it is to be used across all

surfaces of communication when

Frame Gothic UltraLight

filmic workspace — a darkened edit bay,

soundstage, etc. Cast light reflects the

dominant colors in an asset and often