™

Photon Entertainment | 06.2020 v1.0

 Table of contents:
Introduction - - - - - - - - - - - - - - - - - - - - - - - - - - - - 2 Style
Mission - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3
Illustrations - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 23
Vision - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3
Resources - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 24
Values - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3
Icons - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 25

Logo Images
Logo - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 5
Lifestyle photos - - - - - - - - - - - - - - - - - - - - - - - 27
Logomark - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 6
Photo library - - - - - - - - - - - - - - - - - - - - - - - - - - - 28
Padding - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 7
Monochrome versions - - - - - - - - - - - - - - 8 Visual identity
Product logos - - - - - - - - - - - - - - - - - - - - - - - - - 9 Introduction Mission Vision Values
Restrictions - - - - - - - - - - - - - - - - - - - - - - - - - - - - 10 Product presentation - - - - - - - - - - - - - - - - 31
Restrictions - - - - - - - - - - - - - - - - - - - - - - - - - - - - 32
Notebooks - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 33 In your hands you are holding Our mission is to support present- Photon Education has the • Respect
Typography the Photon™ Brand Book. day educators – teachers and vision to build a robust
Business cards - - - - - - - - - - - - - - - - - - - - - - - - 34 • Innovation
The main font - - - - - - - - - - - - - - - - - - - - - - - - - 13 A comprehensive source of parents, by developing innovative organization that creates new
Lesson plans - - - - - - - - - - - - - - - - - - - - - - - - - - 36
The alternative font - - - - - - - - - - - - - - - - - - 14 information and guidelines on how solutions and creative products methods and standards within • Focus on development
Stationery - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 38
Text layout (guidelines) - - - - - - - - - - - - - 15 to correctly use our resources, logos, based on modern standards that the Education 4.0 initiative
Presentations - - - - - - - - - - - - - - - - - - - - - - - - - 40 • Local communities and
Emphasized quotes - - - - - - - - - - - - - - - - - 16 colors, fonts and product images. break away from the traditional framework and inspires
Social media - - - - - - - - - - - - - - - - - - - - - - - - - - 42 professional bodies
E-mail signature - - - - - - - - - - - - - - - - - - - - - - 44 model of education. While the necessary changes in
Colors We want to show you how to tell
T-shirts - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 46 developing new educational teaching. • Professionalism
the world about our brand and
Primary colors - - - - - - - - - - - - - - - - - - - - - - - - - 18 Mugs - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 48 methodologies and standards, we
products, so please familiarize
Secondary colors - - - - - - - - - - - - - - - - - - - - 19 aim to inspire changes in teaching to
yourself with what we do and how
The use of colors - - - - - - - - - - - - - - - - - - - - 20 Authors - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 50 adapt it to the needs of our rapidly
we communicate. We hope following
Tint - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 21 changing world.
our recommendations is easy and
will help you to achieve results
exceeding expectations!

2 Introduction 3
 Logo
Readability – an extremely
important factor in logo designing.
It has a powerful impact on the Logotype
perception of the entire brand by
the outside world.

™
When designing the logo, we
made sure it is legible, clear,
transparent and, above all, easy
to remember. In other words, our
goal was to create a logo that is
equally modern and timeless…

The brand name Photon™ should

always be presented together
with the TM trademark symbol –
both, in the logotype and the text. Tagline

Empowering modern educators

Logo
How we present ourselves
Logo 5
 Logomark
The logomark complements the
logotype and could be used as
an independent brand mark. We
took this factor into account at the
conceptual stage and made sure
the logomark is recognizable and
simple, and so could be easily
associated with the brand.
To maintain the geometry and
harmony of the shape and
proportions, we applied the
golden ratio.
This is visible both in the circles
that form the curvature of the
“ears” and in the arrangement
™ the logo we have also determined
of the basic elements of the
logomark. The waves marking the
color transitions follow the golden
spiral rule.
While looking for the perfect
shape, we haven not forgotten
about the modern profile and
agile nature of our company – this
is emphasized by the warm colors
and characteristic "whirlpool”
representing motion.
6 Logo
Padding
In order to ensure optimal
readability of the logo, we have
defined padding around the
logomark; this space should
remain free from any graphic
elements. The padding size is
defined by the circlearound
the logomark.
™
The TM symbol and the
"ears” are not taken into
account when determining the
logomark’s padding.
In order to ensure the clarity of
the minimum logo sizes – shown
on the right – which should
be respected in printed and
digital materials. Minimum size – on prints Minimum size – on screen
™ ™
25mm 4.5mm 75px 15px
Logo 7
 Monochrome
versions
We understand that it is not always
possible to use the logo in the
standard version typically on
a white, clean background. For
this reason, we have prepared
the following versions of the logo
in monochrome.
The white version. It is designed
for use on a colored background
or image, where the default logo
would lose its legibility.
The black version. To be used
only on materials where color
printing is unavailable.
The gray version. We recommend
using this variant in materials
co-created with our partners
where our colors conflict with
the branding colors of the
partner company.
8 Logo
Product logos
The combination of the logomark
and the logotype represents the
Product name
whole brand promoting many ™
other products under its umbrella
™ and offering unconventional
solutions in education. When
creating logos for new products
please follow these rules.
The product name is in Proxima
Nova Thin font. The separating Product series Applications
space is determined by the
padding of the logomark. To be
™ Robot ™ Magic Bridge
consistent with the main logo,
™ each word that makes up the
name of a product must begin
™ Boardgame ™ Originals
with an upper case letter.
The font size should match the
height of the letter "t" in the word Accessories
"Photon".
™ Educational Mat
™
™ Flashcards
Logo 9

Restrictions
The logo is the vital part of the
brand identity. Wrongly presented,
might affect the perception of
the entire company. To maintain
consistency in prepared materials
and collaterals please strictly
follow the guidelines presented in
this Brand Book.
Following are selected examples
of prohibited actions that might
adversely affect brand perception.
10 Logo
Do not add a shadow effect to
the logotype or logomark.
Do not change the color
of the logo. Use the official
default option.
Don't create your own monochrome
versions. Take advantage of the
ready-to-use versions.
Do not modify the width and/
or height of the logo. Always
maintain the aspect ratio while
resizing the logo.
Do not change the aspect ratio
of the logomark separate from
the the logotype.
Do not rotate or flip the logomark
nor the logotype.
!
EduTech
Do not place own text next to Do not use the logotype on its own. Do not re-arrange the logo elements.
the logomark. Always use the logotype with the Do not place the logomark above or
logomark or product name. below the logotype.
Photon
Do not change the font of Do not add “ears” to the letters Do not re-arrange the logo elements.
the logotype. of the logotype. Do not place the logomark after
the logotype.
Official Partner
Do not place your brand name in Do not use the outdated version Do not place the default logo on
the padding area of the logo. of the logotype or logomark. colored, crowded background
images. Insert it in an empty place
or use the white version.
Logo 11
 The main font
The main font, which perfectly
fits the character of the brand, is
Proxima Nova.
Proxima Nova
In terms of style, Proxima Nova Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
fills the gap between modernist
regular shape fonts and classic
Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv
sans-serif-free fonts. The result Ww Xx Yy Zz
is a hybrid combining humanistic
proportions with a relatively 1234567890
geometric overall look.

Although the Proxima Nova family

contains more than 140 separate
fonts, we recommend using the Proxima Nova Bold
basic set shown opposite together
with the equivalent set in italics.
Proxima Nova Semibold
Proxima Nova Regular
Proxima Nova Light
Proxima Nova Thin

Typography Download:
www.myfonts.com/fonts/marksimonson/proxima-nova/
fonts.adobe.com/fonts/proxima-nova
How to create brand-specific collateral materials
Typography 13
 The alternative
font
We understand that using
Proxima Nova font is not always
possible. For this reason, we
have considered the use of an
alternative font – Montserrat.
From all the fonts available in
the Google Fonts database,
Montserrat is visually the most
similar to the Proxima Nova family.
As a replacement font, it should
only be used in exceptional cases
and never combined with the
main font.
14 Typography
Text layout
(guidelines)
Montserrat
Discover the magic
The font is only a tool – to
enhance the perception of the
Heading
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk brand you need to use it wisely.
Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv To maintain the transparency of
the collateral materials and to
of modern education Proxima Nova Bold
Font and spacing: 2.5em
Ww Xx Yy Zz make sure your taglines and key
Subtitle
sentiments get through to the
1234567890 Dus alit quatem quos num ium nobistis. Proxima Nova Semibold
target audience, we recommend Font and spacing: 1.25em
using our template shown on Edi odignia dolupta cone in pelis dolenda nditaturem sa
the right. volorpo rectet explatur asit, cus quas ipiet, comnime ne Body text
quam solore, voloreh enihita quiatium incte nis coribus et Proxima Nova Light
First of all, the text must be legible
volo milla dia es ministio mos nihit officipsum ditatur? Font and spacing: 1em
Montserrat Bold – for this reason, there must be
high contrast between the font Suntotatur ma voluptatem soloriat doluptum quat aut
Montserrat SemiBold color and its background. The quibus autet quamet laborecus. Cerupta aut inciliquidis
Montserrat Regular ideal situation is black text on exceperis dolo tor arum fuga. Seque dolo quodige nitatio.
a white background. Namus et dolupident
Montserrat Light
On colored background (for
Montserrat ExtraLight Button
example on buttons) place pure Next step
Proxima Nova Semibold
white text.
Font: 1.25em
Download:
fonts.google.com/specimen/Montserrat
fonts.adobe.com/fonts/montserrat 1em – the relative size of the default font (body text) which must be
used to define the heading font size and spacing width.
Typography 15
 Emphasized
quotes
A minimalistic approach to design
requires moving away from
any decorations that distract #0B2C41 #0086C7 #F8AB2C #96E06A #EB3C3
readers and alter the clarity of the
composition. To ensure lightness
and interesting appearance of
collaterals, we have decided on
using quotations and indicator
linesto emphasize key sentiments. We have to teach our kids Emphasis – 1.25em
Proxima Nova Semibold
Any quotes used should closely something unique, so machines
relate to our business activity. can never catch up with us. This Content – 1.25em
Proxima Nova Medium
The indicator line must 1.5–2
way, 30 years later, kids will have
points thick. a chance.
Source – 1em
– Jack Ma Proxima Nova Regular

1 em – the given size of the source text font used to define the font size
Colors
of the remaining content. Colors highlighting qualities of the brand
16 Typography
 Primary colors Secondary colors
Colors influence human emotions. Primary Primary Primary White, shades of orange and Secondary Positive color Warning color
Well-chosen, can evoke pleasant Dark navy blue Burnt amber Crystal white navy blue are the primary colors Cobalt blue Mystical green Red coral
associations and have a positive identifying our brand and should
C 100% C 0% C 20% C 70% C 33% C 0%
impact on the brand image. be used as first-choice colors
M 75% M 50% M 6% M 0% M 0% M 87%
Y 47% Y 90% Y 6% when creating collaterals. In some Y 10% Y 53% Y 73%
The psychology of colors helped
K 52% K 0% K 0% cases, it may be necessary to use K 0% K 12% K 0%
us to choose three main color
R 11 R 243 R 212 an extended color palette. R 28 R 150 R 235
sets that accurately reflect our G 44 G 147 G 226 G 186 G 224 G 60
brand values. B 65 B 37 B 236 Cobalt blue. A great addition in B 224 B 106 B 60
illustrations where it could be
Dark navy blue. Associated with #0B2C41 #F39325 #D4E2EC #1CBAE0 #96E06A #EB3C3C
used as a contrasting color for
stability, safety and knowledge.
Burnt Amber.
Used in the logotype as well as
an accent. Mystical green. Color reserved
for buttons with a positive
Burnt amber. A set of warm and
effect. Acceptable as an accent
friendly colors, emphasizing
in illustrations.
commitment and enthusiasm. C 1% C 0% C 100% C 66% C 15%
A great addition in collaterals. M 27% M 0% Red coral. Warning color, for M 25% M 0% M 100%
Y 87% Y 0% Y 5% Y 45% Y 85%
selected buttons or problem
Crystal white. It emphasizes K 0% K 2% K 0% K 30% K 10%
alerts. Color allowed as an accent
the quality of our products and R 251 R 251 R 0 R 61 R 190
in illustrations.
professional customer service. G 193 G 251 G 134 G 179 G 22
B 43 B 251 B 199 B 98 B 39
Perfect for backgrounds.
#FBC12E #FBFBFB #0086C7 #3DB362 #BE1627

18 Colors Colors 19
 The use of colors Tint
C 100% R 11 Color for headings and taglines, including Color Tints Color Tints
Gradients of the primary and M 75% G 44 quotes. Not to be used as the color of the main In graphic designing the term tint
80% 60% 40% 80% 60% 40%
secondary colors are the leading Y 47% B 65
content (body text). refers to the amount of applied
K 52% #0B2C41
theme in the brand's visual paint – which results in less
identity. However, not always the saturated colors.
use of color transitions is justified C 0% R 188 The color of the grayed out text, including quotes. In order to create minimalistic
or even logical. M 0% G 188 Action buttons with a neutral effect.
Y 0% B 188 style illustrations, based on our
Example: Back, Cancel.
In situations where the use of K 35% #BCBCBC brand's color scheme, you need to
gradients does not result in the go beyond the colors presented
80% 60% 40% 80% 60% 40%
desired effect, we recommend on the previous pages. A separate
C 0% R 248 For highlights in the body text and buttons.
using colors in accordance with M 38% G 171 color palette has been prepared
their purpose. Y 87% B 43
This color is in the middle of the Burnt Amber specifically to add shades to
K 0% #F8AB2B gradient.
individual elements on renders.

The shades presented here are

C 70% R 28 Highlights of secondary importance in the body tints of the primary colors used
M 0% G 186 text. The darker shade of blue from the Cobalt
Y 10% B 224
in brand visual identification. 80% 60% 40% 80% 60% 40%
K 0% #1CBAE0
Blue gradient. These tints enhance graphics with
subtle details that do not distract
Notifications for successful actions the target audience from the
C 33% R 150 Action buttons with a positive effect. Example: main content.
M 0% G 224
Y 53% B 106
Save, Download, Play, Buy. The darker shade
K 12% #96E06A of green from the Mystical Green gradient. Sample tint usage

C 15% R 190 Error notifications and alerts.

M 100% G 22 Action buttons with a negative effect.
Y 85% B 39
K 10% #BE1627
Example: Delete, Exit, Stop. A lighter shade of
red from the Red Coral gradient.

20 Colors Colors 21
 Illustrations
Illustrations are an addition and
not key elements of publications.
They should only complement
texts and not draw away the
attention from it. Graphics must,
therefore, be simple, legible and
minimalist to effectively convey
required meaning.

Such an effect can be achieved

only by using a few graphic
elements to avoid distraction.
To maintain a proper contrast
among these elements, such
illustrations should have a white,
clean background.

Although the shades of orange

and navy blue are the leading
colors, it is often desirable to
make illustrations more diverse by

Style
using secondary colors – blue and
green.

What details to choose to enhance our projects

Style 23
 Resources Icons
Because we care about our Icons, although small, are
business partners and would like supposed to enhance any text.
to facilitate the process of creating They cannot be random, so use
engaging graphics for them, we them carefully to convey the
have prepared a large collection key message.
of ready-to-use resources.
Icons that effectively serve their
Moreover, new objects, characters
purpose are simple and legible.
and products are being added to
Anyone looking at them should
our libraries on a regular basis.
immediately understand the
Appropriate use of these graphic
meaning behind them. For that
elements allows maintaining
reason, we have decided on the
a uniform brand image.
use of LineIcons library – one-
Graphics should not be crowded color outline icons suitable for
with too many elements. various situations.
When choosing resources for
illustrations, it is important to
remember one simple rule: less
is more.

Download:
www.lineicons.com/pro/

24 Style Style 25
 Lifestyle photos Clear slogan,
Content is the most important
clear message
part of any publication, however,
we cannot underestimate the
importance of images. Information
contained in images helps
with easier assimilation of the
main content and creation of
positive associations. In order
to emphasize the quality of
offered services and products,
we recommend considering
the following factors when
selecting images:

Clarity. Organized and mainly

white foreground. Uncluttered
background to facilitate legibility.

Diversity. Tailor images to the

target audience. Represent
individuals of different genders,

Images
age, culture and race.

Topic. Depicted situations should

relate to the domains we focus on.

Accents. Primary brand colors

in photos reinforce brand
identification and define the
company’s character.
How to present a product to highlight its value
Images 27
 Photo library
To facilitate collateral creation, we
have prepared a library of professional
ready-to-use photographs. It contains
purchased photographs showing
various situations related to education
and technology in general, as well as
specific to our products.

Official distributors can access our

library of ready materials on request.

28 Images Images 29
 Product Robot for Education Robot Home Edition
presentation
A simple and understandable
message is vital in communication
with the target audience. By
offering numerous educational
solutions, we want to make it
easier for potential customers to
choose a product that meets their
needs. Therefore, it is extremely
important to be consistent when Magic Dongle Educational Mat
showcasing available products.

On the right are the Photon™

product series with current photos
and official names.

Visual identity
Magnetic Masks Customization Stickers

Visual identity in practice

Visual identity 31
 !
Restrictions Notebooks
To avoid misleading of end-users Corporate materials
and maintain the professional
Practical, neat and consistent with
brand image, we have prepared
the brand image. Below are a few
a list of practices to avoid.
examples of notebooks which our
By following guidelines from clients will be happy to use on an
Do not use outdated images and Do not use vector graphics to
this Brand Book you ensure that everyday basis.
product renderings. present a real product.
consumers are always purchasing
genuine products from an
official distributor.

Do not use images and renderings Do not use product images in

depicting products from the back in a language not intended for the
main presentation shots. target audience.

Do not use own photos to Do not use outdated

showcase products. apps screenshots.

32 Visual identity Visual identity 33

 Business cards
Corporate materials

Seemingly small, but a powerful

influence tool. Business cards are
often the first thing we present to
a potential partner or client.

34 Visual identity Visual identity 35

 Lesson plans
Corporate materials

The clear layout of educational

materials allows end-users to get
familiar with the content more
easily. Clarity and minimalism of
lesson plans are a perfect match
for brand image and the needs
of teachers.

36 Visual identity Visual identity 37

 Stationery
Corporate materials

Letterheads, envelopes, invoices

– these materials may seem
insignificant, but in practice, they
are an ideal tool to strengthen the
brand image and brand identity.

38 Visual identity Visual identity 39

 Presentations
Corporate materials

A clear, minimalist style of

presentations help the audience
to focus on the content and grasp
the key points.

Official partners can access

presentation templates
upon request.

40 Visual identity Visual identity 41

 Social media
Corporate materials

To maintain a consistent
brand image on various social
networking sites, we have
Facebook - 640 x 960 px Instagram - 1200 x 1200 px
prepared a template showing
the fixed place for the logo and
product version.

If a published post concerns a set

of products or a product without
mentioning a specific product
version, no additional information
is necessary.

If the standard version of the

logo is not visible, use alternative
monochromatic versions.

42 Visual identity Visual identity 43

 E-mail signature
Corporate materials

E-mail is an integral and vital General communication

part of business communication.
A professional email signature
helps mail recipients in easier
identification of the sender and
the Photon™ brand.

The prepared package includes

two variants of an e-mail signature
serving different purposes –
general and sales.

The official sales communication

44 Visual identity Visual identity 45

 T-shirts
Creative collateral

The best way to express yourself

is through fashion and clothing.
Taking into account the diverse
and individual preferences of our
fans, employees and partners, we
have designed a line of unique
Photon™ T-shirts.

46 Visual identity Visual identity 47

 Mugs
Creative collateral

Coffee, tea, juice or water –

whatever the content, a mug
stays with us for most of the day.
Just like T-shirts, mugs might
perfectly express individualism
and character of its owner. That’s
why we believe there is no need
to limit ourselves to just a simple
company logo.

Here comes a unique line of

Photon™ mugs.

48 Visual identity Visual identity 49

 Patryk Tabaka Marta Nikołajew Dorian Olechnicki Jakub Oleksy Marcin Joka
Visual identification Content manager Visuals Production Supervision Production Supervision

50 Authors: Support 51
Photon Entertainment sp. z o.o.
Narodowych Sił Zbrojnych 3
15-690 Białystok, Poland

contact@photon.education
+48 667 254 321
www.photon.education Copyright © 2020 Photon Entertainment sp. z o.o. All Rights Reserved.