Brand

The logo consists of two main elements—the primary “More” wordmark and the “by hb reavis” endorsement line. To allow for more flexibility and playfulness, the logo comes in a variety of colours and all of the colour options are equal to each other. Please keep in mind that the only allowed colours are described in these standards and the use of other colours is not permitted. On coloured or dark backgrounds always use white logo; however, the colour variants are always preferred over the black and white combination. Against white or light background is always recommended to use the logo in our primary colour scheme over its black or grey version.

When working with the logo in various layouts, always make sure the minimum protected area around the logo is maintained.

Logo size

• The clean typeface means the endorsement line “by HB Reavis” is still legible, even when it’s substantially reduced in size—but make sure it’s easy for the audience to read.
• The minimum size is derived from the minimum size of the HB Reavis wordmark. The endorsement line “by HB Reavis” should be no smaller than 7% of your collateral’s longest edge.
• If the logo has to be smaller due to the limits of a given format or screen resolution, the endorsement line can be removed. The More logo without the endorsement line should not be smaller than 8% of your collateral’s longest edge.

Wordmark colours

White logo on coloured background

The More visual identity combines a set of three font families. Our primary typeface is Mont (Black), used exclusively for main headlines, headings, quotes and the names of services and events.

Avenir LT Pro is meant for longer bodies of text as a secondary typeface. Our identity utilises two weights of this typeface: Medium and Heavy.

Hendelson has a very limited use but can be useful for single word highlights and CTAs, evolving the dynamics of promotional applications.

Typefaces

Hierarchy

Font colours

Colour is one of the main cornerstones of our identity. Purple is our primary colour and it is always accompanied by at least one secondary colour to keep the communication fresh, playful and attractive. Secondary colours could be introduced in communication materials in the form of patterns, symbols, texts and backgrounds.

Is strictly recommended to use our primary colours over black, white or grey colour tints. More communicates using strong and vibrant visual language and the black and grey colours are expected to be used in very limited cases whenever the use of colour logo is impossible. Mainly due to the technical limitations.

This design system expands the primary and secondary palette with tints and neutral colours designated for interactive digital experiences and online use.

A set of icons has been carefully and specially designed for the brand. Their details and characteristics match the character of the logo and our visual style. The icons feel friendly and have a slightly hand-drawn character. They resemble one-line drawings but are not necessarily drawn with one line.

• Icons can be used in all brand colours.
• Always use white icons on coloured backgrounds.
• Black or coloured icons can only be used on white backgrounds.
• Do not mix coloured icons with coloured backgrounds.
• Icons use rounded edges and line ends.
• Always use the same line thickness.

The loops and interrupted lines are distinguishing elements of the More icons. When creating new icons, use the existing set as a reference.

UI icons

Pictograms are used for events, campaigns and services to better communicate your message. A set of icons has been carefully designed for the brand. Its details and characteristics match the character of our visual style.

The pattern is designed to be flexible, playful and fluid. It offers a great variety of applications, even when it’s applied to the same shape.

To keep brand communication consistent, a primary colour combination is to be used in most cases. Secondary colours are predominantly meant to communicate events, services and special offers to end users (the people working in More buildings). When using a pattern partially, always use at least 4 colours – to be certain that the identity will be significantly recognised.

The pattern is playful and flexible. When designing new visuals, it is permitted to:

• Rotate the whole pattern.
• Recolour the elements.
• Resize the whole pattern.
• Use the pattern with text.
• Use the logo with the pattern.