Brand Overview
Why do we have identity standards and guidelines? To establish the rules and guidelines that ensure the brand maintains a consistent identity. The purpose of this guide is to lay the foundation for design and copy for 2TON so that all marketing materials follow the same aesthetic and voice.
2TON is ______.
The short version:
We are a content strategy agency that delivers business results driven by the magic of unbridled creativity.
The long version:
[From above +] Our stage is marketing, but ultimately, we’re in the business of business. And real business starts after the ink dries. We aren’t in this to close deals or get the glory. We’re here for the idea that lights up a room. For the campaign that breaks revenue records. The product launch that changes a category. Every ad we write, photoshoot we direct, and business plan we organize is a spark that ignites opportunity. Lights. Camera. Chain reaction. We are 2TON, and we’re here to perform.
Key Differentiators
1.
Our people are amazing
- We’re a powerhouse team of specialists
- We’re good people
- We proudly enforce a no-jerks policy
2.
Our team dynamics are built for business, not sales
- 2TON has no sales team, and there are no contract commissions, ever
- Our account managers focus on building relationships, not closing deals
- Our creatives work as an extension of your team, meaning you have direct access to them throughout our work together
3.
Everything starts and ends with strategy
- Without strategy, creative assets are just art
- Every project we work on starts with a thoughtful strategy to guide our efforts
- Aesthetics can garner attention, but the strategy is what delivers results
Voice & Tone
Voice
- Accomplished, but not arrogant
- Sharp, but not stiff
- Smart, but always willing to learn
- Casual, but not unprofessional
Tone
- Lighthearted 60% vs. Serious 40%
- Irreverent 0% vs. Respectful 100%
- Simple 75% vs. Complex 25%
- Casual 60% vs. Formal 40%
- Authoritative 50% vs. Approachable 50%
The Logo
The 2TON logo is the face of our brand. Consistent use of the logo is critical to maintaining our brand identity across all media channels. Follow these simple guidelines to help strengthen and protect the 2TON brand.
The 2TON logo with the tagline should be utilized in external marketing & communications such as sponsorhsips, books/brochures, exterior signage, email signature, proposals, business cards, etc.
Black Version
White Version
The 2TON logo without the tagline should be utilized in internal marketing & communications such as email, social, internal print items, etc.
Black Version
White Version
Logo Usage
The white logo on a black background is the primary version and should be used whenever possible.
Logo Offenses
Our color palette is the core of our visual brand. Use the correct formulas for accurate color reproduction and recommended usage proportions (represented in the next section) to achieve the correct balance.
Never stretch
Never squeeze
Never tilt, skew or distort
Never blur
Never use non-brand colors
Never use on busy background
Never add special effects
Never change the typeface
Brand Colors
Our color palette is the core of our visual brand. Use the correct formulas for accurate color reproduction and recommended usage proportions (represented in the next section) to achieve the correct balance.
Brand Fonts
The primary fonts are Visby CF. The fonts listed can be utilized across branded print and digital materials. These fonts are distinctive to our brand. Do not use unapproved fonts.
VisbyCF
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq
RrSsTtUuVvWwXxYyZz123456789!@#$%
Visby CF Heavy ex. Weigh Creative. We do more than make pretty things.
Visby CF Bold ex. Weigh Creative. We do more than make pretty things.
Visby CF Demibold ex. Weigh Creative. We do more than make pretty things.
Visby CF Light ex. Weigh Creative. We do more than make pretty things.