BRAND GUIDELINES 2022

BR A N D ST RAT EGY

BRAND PURPOSE

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BR A N D ST RAT EGY

BRAND PLATFORM

ENGINEER
BRAND ARCHETYPES
Attention to precision performance. Makes form meet
functionality with consistency and style, never using
more, or less than what is needed.
MAGICIAN
Charismatic catalyst for change, a transformational force
that leverages knowledge. Helps reality reflect a vision or
dream. Influences others.

BRAND PROMISE
LIBERATING THE INFINITE SELF
B R A N D VA LU E S Meaningful Data Empowering The Individual Integration with Community

B R A N D AT T R I B U T E S Honest Expansive Nurturing

BRAND VOICE Direct Uplifting Inclusive

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BR A N D ST RAT EGY
TRANSFORMATION WE PROVIDE
From
• Uncomfortable
• Anxious, not grounded
• Friction, anguish
• Unaware, Unclear/Scattered
• Fearful
• Isolated
• Powerless, Victim, Stuck, Trapped
• Resistant (to going inward)
• Self-loathing
• Judgmental
Liber8 Brand Guidelines 2022
To
• Safe
• Calm
• Peace
• Clarity, aware, confident
• Courageous/Trusting
• Belonging/Connected
• Empowered, Creative, Confident
• Allowing / welcoming / embracing (to go inward)
• Accepted, self-love
• Compassionate/Curious
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BR A N D I D ENT I T Y

MASTER LOGO

The Liber8logo is the most visible element of the

brand identity a universal signature across all
Liber8 communications.

The logo is sleek, minimal and modern. While

it is a simple logo, we must treat it with the
attention and respect it deserves. The following
pages cover the correct usage to ensure the
logo always looks its best.

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CLEAR SPACE & MINIMUM SIZE

Clear Space
Clear space enhances the logo’s legibility
and prominence. We have created guidelines
(illustrated, right) to ensure appropriate
clear space around photos, text, and graphic
elements. Use the width and height of the letter
‘e’ in the wordmark as a measuring tool to help
maintain clearance.

Minimum Space & Size

Establishing a minimum size ensures that
the impact and legibility of the logo are not
compromised in application. Due to the higher
resolution available in print vs. screen-based
media (300dpi vs. 72dpi, respectively), we can
reproduce the logo as fractionally smaller size
in print without any graphic deterioration.

Digital: =e
To ensure legibility and impact, the Liber8
logo should never be reproduced smaller
than illustrated on this page in any digital
communication.

Print: PRINT D I G I TA L

To ensure legibility and impact, the Liber8 . 75 I N C H E S 70 P I X E L S

logo should never be reproduced smaller LO G O

than illustrated on this page in any print
communication.

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LOGO COLORS

The full-color logo should be used only on

white, grape or champagne color backgrounds.
Avoid using full-color logos on photographs un-
less the logo sits on a white area of the image.
It is important to use only the logos used on this
page to maintain brand consistency.

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BLACK & WHITE LOGO

In some cases, a full-color logo may not be

practical or possible due to limitations in print-
ing. We may use a one-color black or white
logo for these instances.

The logo should appear in white when using it

against our primary gradient or a dark value to
maintain its legibility. Only use the black version
of the logo when color printing is not available.
The white logo should be used only on photo-
graphs and color backgrounds within the Liber8
color palette.

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SYMBOL

Our symbol is a visual representation of our

brand promise, Liberating the Infinite Self.
Our primary symbol has our signature gradi-
ent placed inside, and can be used on a white
background or on our signature grape color.
Alternatively, if the gradient is being used as
the background, we also like to use the 1-color
white version of the symbol.

The use of the symbol without the logomark in

front is for limited usage in the following in-
stances: social media profile images, mobile
app icon, favicon.

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LOGO MISUSE

The Liber8 logo is the most recognizable visual

aspect of the brand. Therefore, it’s essential
to maintain the integrity of the logo to keep
brand consistency. While there are different
ways to use the logo, it is critical only to use
the approved logos outlined in this document.
To the right, you’ll see some considerations to
avoid when using the logo. Do Not Reposition or Resize the Monogram on the Logo. Do Not Change the Color of the logo with an off-brand color.

Do Not Distort the Logo by skewing, stretching, rotating or cropping. Do not use drop shadows or any other effects on the logo.

Do not re-create using any other typeface. Do not compromise the legibility of the logo.

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PRIMARY COLORS

Beyond the Liber8 logo— color is the second

most recognizable aspect of the visual system.
GRAPE WHITE BROWN
Using color appropriately is one of the easiest
ways to make sure our materials reflect a cohe- R G B 79 4 6 1 02 R G B 255 255 255 R G B 69 54 54
sive image. C M Y K 80 94 3 0 19 CMYK 0 0 0 0 C M Y K 60 67 62 53
H E X # 4 F 2 E 66 HEX #FFFFFF H E X #453 63 6

Use these color proportions in any layout or col-

lateral design. Use only brown or white text on
core colors as outlined on the right. Do not 70 % 70% 70%
interchange the use of brown and white text ac-
cording to preference, as these color combina-
tions are specifically approved for accessibility. 50 % 50% 50%

Please use the following color guide:

30 % 3 0% 3 0%
HEX colors should be used when designing for
screens or desktop printing.

CMYK color should be used when designing for

4-color printing (C=cyan, M=magenta, Y=yel-
low, K=black).

Primary colors mean that in a single collateral

piece, these 3 colors take precedent over the
other colors in our system.

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SECONDARY COLORS
P LU M SALMON ORANGE

R G B 1 4 0 96 1 63 R G B 250 13 3 112 R G B 255 161 92

The Liber8 secondary color palette is used as C M Y K 51 72 3 0 C M Y K 0 60 52 0 C M Y K 0 44 70 0
supplemental rather than foundational. HEX #8C60A3 H E X # FA 8570 H E X # F FA1 5 C
Our secondary color palette was chosen to
visually express Compassion, Connection,
Curiosity, Confidence, Courage, Clarity, 70 % 70% 70%
Creativity, Calm; these are the 8 values of
Liber8. These should never take over the overall
design, rather as accents to strengthen the
50 % 50% 50%
primary brand colors.

30 % 3 0% 3 0%

L AV E N D E R Y E L LO W C H A M PA G N E

R G B 207 1 4 5 20 4 R G B 255 224 120 R G B 247 224 209

CMYK 18 49 0 0 C M Y K 1 9 64 0 C M Y K 2 12 15 0
HEX #CF91CC H E X # F F E 078 HEX #F7E0D1

70 % 70% 70%

50 % 50% 50%

30 % 3 0% 3 0%

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GRADIENT

A gradient creates visual interest and shifts the

viewers eye from one area of color to another
— the change between hues and light and dark
areas helps shift focus across the screen.

Gradients can be a highly useful and engaging

design tool and add spark and intrigue to a
multitude of projects.

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GRADIENT USAGE

While there are plenty of ways to use gradients,

one of the most popular options is as a
background element. We use our gradient
primarily as a background for marketing
screens. Our gradient includes seven different
colors which allows for variety and versatility.
We use our gradients in the following ways:

1. As a background
2. As an overlay on photography
3. Inside text

It is important to note that we never use all

three at the same time. You will never see a
marketing collateral piece with a gradient
background, an image with a gradient overlay
and text with a gradient inside within the same
collateral piece.

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TYPOGRAPHY
Sofia Pro
Primary Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Sofia Pro is our primary brand typeface. Sofia is a
modern and versatile san serif font that comes in var- 1234567890!@#$%^&* LIGHT

ious weights, for Liber8 we use — Sofia Light, Regular,

Medium, Semi-Bold, Bold and Black. See page 18 on ABCDEFGHIJKLMNOPQRSTUVWXYZ
further details on how to use the various weights in
practice.
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&* R EG U L AR

Click Here to Download Sofia onto your Adobe

CC Account.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Click Here to Purchase Sofia Pro. abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&* MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&* BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&* SEMI BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&* B L AC K

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TYPOGRAPHY

H1 HEADLINE
H2 Headline
SOFIA PRO BLACK
Having multiple body styles can come in 72 | ALL CAPS

handy when presenting content at similar siz-

es but with different purposes or meanings.
SOFIA PRO BOLD
60 | SENTENCE CASE
You might notice that Liber8 uses a combi-

H3 Headline
nation of two fonts across its type scale. Sofia
Pro & Quincy are present across Headline
and Body styles. A second typeface can SOFIA PRO SEMI BOLD
48 | SENTENCE CASE
create additional levels of distinction. Pair-
ing fonts this way can help users understand

H4 Headline
what type of content they’re seeing across
an app and segment that information more SOFIA PRO MEDIUM
36 | SENTENCE CASE
easily.

SUB TITLE 1
SOFIA PRO REGULAR
24 | SENTENCE CASE

Body Copy
SOFIA PRO LIGHT
20 | SENTENCE CASE

BUTTON
SOFIA PRO BLACK
16 | ALL CAPS

SOFIA PRO MEDIUM

16 | ALL CAPS
EYEBROW

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TYPOGRAPHY TREATMENT

We follow a style and visual hierarchy similar to

newspapers and magazines: headlines, cate-
gory headers, introductory text, subheads, and EYEBROW ABOUT
body copy. We don’t need to use every element
in every layout. Instead, we should use the right QUAM QUI NONSEREHENDI
format for the content and the user experience.
DOLUM ALIQUAS ET ASMUS
HEADLINE

The example to the right provides a guide on

how to organize text.
Musandia con et quatiam quata. Natem laccum quis dolorep udip-
SUBHEAD
saest poribus none dolupid molorit aspist, officipicium es et, ut et ut

Eyebrow
An eyebrow headline is descriptive keyword or phrase
placed above the main headlines.
Specs: Sofia Pro Medium | Tracking 100 | All Caps
Ut anihit et essiti dolu. Am verepudam, cuption con net que quameni
B O DY C O P Y
enisite parchic te eveliquatur archilic te pel int am volupta tempero
eum que officiis est reptat quoditas rerem seque nonsed quam, qua

C TA
LEARN MORE
Headline
Headlines are short, non-descriptive statements. The copy
should be used to create intrigue.
Specs: Sofia Pro Black | Tracking 0 | All Caps

Subhead
Sub-headlines introduce an additional category.
Specs: Sofia Pro Semi Bold | Tracking 0 | Sentence Case

Body Copy
Body copy delivers a detailed message.
Specs: Sofia Pro Light | Tracking 0

Call-To-Action (CTA)
CTA’s drive action with a customer. Be mindful of require-
ments with digital placements.
Specs: Sofia Pro Black | Tracking 0 | All Caps

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TYPOGRAPHY TREATMENT

Another way to bring visual intrigue to a page is

by applying the gradient treatment inside text.
Please note that when using the gradient inside
the text, we prefer the background to remain
white. The gradient treatment may be added
on light background colors such as white,
and champagne. Gradient treatment may be
applied on darker colors such as grape, but
the gradient position needs to be adjusted for
legibility purposes. A slight drop shadow is also
added to make it easier to read. Please follow
the following specifications when applying a
dropshadow:

Blending Mode: Multiply

Color: #4f2e66
Opacity: 5%

Position: 2.828 px
Angle: 135
X Offset: 2px
Y Offset: 2px

Options:
Size: 1px

*NOTE: Gradient typography treatment should

be applied on a headline, short title/message
(no more than 5 words.)

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STOCK PHOTOGRAPHY

A picture is worth a thousand words. Liber8

uses imagery that depicts real people in real
situations in real environments. The imagery we
present captures pure moments and depicts
real-life interactions between people. We use
stock photography when it comes to imagery
used in the website, social media, or within our
marketing content. When it comes to choosing
imagery, we like to choose images that have
warm and natural tones. We’ve created cate-
gories of the type of photography used in the
Liber8 brand. All photography directions are
based on a spectrum of relatable to aspiration-
al. The categories are as follows:

1. Portraits capturing different spectrum’s of

emotions
Joy, awe, thankful, alive, etc. These images
should feel relatable, human, and warm.
The individuals facial expression is the focal
point of the image. It is acceptable to have
photography with a background, preferably
if it doesn’t have a busy environment so that
the background can be removed easily if
needed.

2. Lifestyle Portraits
These images can include one or more
individuals. Backgrounds/environments are
welcome, preferably if the environment has
similar warm colors as our color palette. We
prefer warm imagery that includes sunlight.
These images are meant to be used func-
tionally, such as an image that corresponds
to specific messaging on social media/
website/marketing collateral.

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STOCK PHOTOGRAPHY CONT.

3. Aspirational Photography
These photos are meant to feel aspirational,
and provide a sense of vitality and clarity.
They should be a visual translation of liber-
ation and freedom. These photos are meant
to be used as the outward facing and all
encompassing imagery of the brand. They
can be used a hero images for the home-
page, landing pages, social media covers,
marketing campaigns, etc. Imagery should
have similar colors as our color palette, and
if they do not should be altered to replicate
our primary gradient.

Click Here to visit our stock photo library.

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PHOTOGRAPHY TREATMENT

Liber8 photography uses a unique treatment

to photography to maintain a specific look
and feel. In order to achieve this, you’ll need to
select your photo (preferably one with a simple
and clean environment — the more simple the
background, the easier it is to select the subject
and ability to achieve a clean look) Some tools
you’ll want to utilize are the refine hair selection,
and decontaminate color selection. Once you’ve
selected your subject you can place the image
over the abstract burst imagery from the Liber8
system. We prefer for the imagery to be placed
behind the lightest part of the image.

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 If ever in doubt, just refer back to this guide or feel free to reach out to hello@
brandingforthepeople.com for questions on the application of the brand or to receive artwork
assets.

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