Why do we exist?
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
Brand pillars
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
Verbal identity
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
How we communicate
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
Personas
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
The minimum required clear space around the logo is equivalent to the
Wordmark
Logo
To maintain legibility and visual appeal, our logo font must adapt to different background colors. The following guidelines outline the correct usage of font colors on contrasting backgrounds
Icon
When the logo is placed within an icon or enclosed shape, it should be centered relative to the overall shape, not the exact center of the letter "e." This ensures that the logo appears balanced within the context of the icon, even though it is off-center from a purely geometric standpoint.
Clear Space
The minimum required clear space around the logo is equivalent to the height of the letter "e" in the logo font. This space must be maintained on all sides of the logo to prevent any visual clutter or interference.
Co-Branding
Co-branding with partner logos is usually done with a handshake in between the two logo.
Vehicle Branding
Co-branding with partner logos is usually done with a handshake in between the two logo.
Colour Consistency
Maintaining color consistency across various mediums is crucial for brand recognition, as differences in screen calibration, printing methods, and materials can alter the appearance of colors. A uniform color scheme enhances brand recall, reinforces a professional image, and ensures the brand's message is communicated effectively, irrespective of the medium.
Secondary Colours
Our secondary colours complement the primary colour palette, providing versatility and depth to our brand's visual identity. Use these colours sparingly to highlight key elements and create visual interest without overwhelming the primary brand colors.
Tertiary Colours
Our secondary colours complement the primary colour palette, providing versatility and depth to our brand's visual identity. Use these colours sparingly to highlight key elements and create visual interest without overwhelming the primary brand colors.
Neutral Colours
Our neutral colours add subtle accents and additional layers of complexity to our visual identity. Use these colours minimally to support the primary and secondary palettes, ensuring a cohesive and harmonious overall design.
Colour Proportion
To achieve a balanced and harmonious design, apply our brand colours in a 60-30-10 ratio. Use the primary color for 60% of the design, and balance this out by using 30% and 10% of the supplementary colours, creating a cohesive and visually appealing composition.
X Condensed
This is Exponent’s Display font.
This encompasses Exponent’s personality as a brand, with its sole purpose being to get noticed.
Usage
This is the display typeface used to grab the audience’s attention.
It is used on posters, banners, charging stations and creatives to put forward a point in a few words.
It’s aim is to shout out a message and not to explain or communicate in detail.
Set leading between 90% -110%.
Leading can be reduced for font sizes higher than 80 px as the text size increases.
Preferred alignment is left-alignment
Opacity for headlines should always be 100%
Bai Jamjuree
This is our typeface for all sections of text that come after the display font. We also use it in our headlines if it is above 10 words.
Regional Font
This is the display typeface used to grab the audience’s attention.
Base
Isometric grid 60° is the base used to create illustrations.
Scene & Subject
The foreground and the background sets the scene but should act as an aid to put the focus on the subjects
Style
The illustrations use very simple shapes with solid colours to convey the message
Colour Story
Subjects are the story tellers in the illustration. Colours are used
Physical Assets
Colours translate into the real world with the use of Matte-Textured Plastic Finishes along with Anodized Aluminium and Black Plastic.
Realistic Visuals
90 degree head-on renders with realistic materials and labels are used to deliver impactful messages.
Slight angles can be used if required.
X-Ray Visuals
X-Ray style renders are used for explainers and showcase any of the internal components that are otherwise hidden underneath the vehicle and other surfaces.
Clay Visuals
Clay renders are used to visualise vehicles and other products in a clean manner which goes along with the rest of the website without screaming out too loud.
Ghosted Visuals
Vehicles are shown in a “Ghosted” isometric view to showcase clear archetypes or formats of vehicles.
Isometric Visuals
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
Solos
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
Events
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
Vehicles
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
Videography
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
DCO Interviews
Isometric Renders work very well to feature realistic proportions, colours, materials and finishes are used to
showcase exponent’s technology and are designed to make them standout when used with Clay or Ghosted renders with a consistent perspective and style.
Emojis
Emoji are super useful. They convey information. They grab attention. But a little emoji go a long way.
Currently we're using the iOS 17.4 emoji system. Which is also the default used in Figma.
Icons
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
VOICE
Brand Values
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Narrative
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Tone
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Purpose
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Vision
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Brand Pillars
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here:
Verbal Identity
Materials Design icons are used with a few custom exceptions that follow the material design style only.
You can view the entire font system here: