Brand

Our copy tone is very important. It reinforces our vision and helps audiences to understand the kind of people we are. In essence, our voice is warm, deep and has a calm authority while preserving a youthful, familiar and natural quality.

• in the local languages of the markets we operate in
• in British English on an international level
• only using a language’s characters and exclude those from other languages
  (e.g. no accents in British English)
• with a smooth, precise, approachable and friendly voice
• inspirationally and subtly enthusiastically
• informally, using ‘we’ instead of ‘Symbiosy’ and ‘we’re’ rather than ‘we are’
• avoiding colloquialisms and over familiar language
• credibly and authentically about our services and products
• stories to communicate our ideas and achievements
• in conversational language over official, not only to deliver the message, but to bring a human aspect into it, as if it’s from person to person
• with our core principles and philosophy clearly in mind

The logo consists of two main elements—the primary “Symbiosy” wordmark and the secondary “by hb reavis” endorsement line. Please keep in mind that the wordmark is only allowed to be displayed in black and white as described in these standards and the use of other colours is not permitted. On coloured or dark backgrounds always use the white logo; however, the solid black variant is always preferred.

The wordmark characteristics of the logo and their identifiability are important factors that can be disturbed when the logo size is reduced too much.

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

Logo sizes and the endorsement line:

• The clean typeface of 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 Symbiosy logo without the endorsement line should not be smaller than 8% of your collateral’s longest edge.

Wordmark

Wordmark + subtitle

Icon

Logo on coloured background

Icon on coloured background

All WaaS logos side by side

Colours and gradients are the main cornerstones of our identity. Our colour model is derived from representations of heatmaps with 6 dominant colours and linear transitions between them.

Every colour has 3 shades derived from a main colour, one shade with lighter and two shades
with darker variants.

Primary

Secondary

Gradients are defined by 2 to 3 colours from our colour palette. Gradients do not need to be uniformly distributed and can contain 2 of the same colours with one additional colour inserted between them. Since our colour model is inspired by heatmaps, our gradients should adapt to the natural transition between colours from the traditional colour spectrum. For example, if you want to create a gradient from red to green, then you have to insert yellow and orange between them.

2 colour gradients

Equally distributed

Unequally distributed

3 colour gradients

Equally distributed

Unequally distributed

Same colours gradients

2 shades gradients

3-4 shades gradients

The visual identity of Symbiosy combines two font families. Our primary typeface is Setup Grotesk, a monolinear sans-serif typeface designed for use in visual identities, packaging and editorial design, while remaining highly efficient in smaller sizes and longer bodies of text. Setup Grotesk is complemented by the bespoke Symbiosy typeface, originally intended for numeral labels, chapters and the decorative emphasis of numbers whenever needed.

Typefaces

Hierarchy

Font colours

Our UI icons are designated for websites, apps and other user interfaces. These icons are not intended for marketing purposes.

Line icons

UI icons