A visual identity encompasses all elements that can be associated with the brand 24Storage. The main components consist of logo, colors, fonts, icons and imagery. All 24Storage logotype exposure must be approved by the person responsible of the Brand.
1. Primary usage of logotype
Our horizontal logotype is our primary logotype. It comes in three different setups dependent on background color used. The horizontal version of the 24Storage logo is our primary logotype.
The vertical logotype has the 24 separated from storage and is our secondary logotype. Examples of where we use this is at external flag signs and on our ground signage.
All logotypes also have a black and white version of themselves, which can be used in communication, correspondence, on business cards.
1.1. Secondary usage of logotype
Both logotype setups come in a pure white setting for increased contrast on grey and orange background. The logotype also comes in full black, mainly for printed black and white purposes.
1.2. Logotype with payoff
Our primary logotype also comes with a payoff line. A payoff is a short description of how we want to be perceived by our customers as a brand and our offering. The payoff is written in Flama Semibold.
1.3. Logotype Clear space
The distance between the 24Storage logotype and other objects is called clear space and is established to ensure visibility and impact. It is important to keep the clear space zone as instructed in this manual. Clear space should be set to any other element, e.g other graphical elements, roof top on property, other logotypes etc.
Responsible of the brand must approve the clear space and context if the 24Storage logotype is used among other graphical elements, logotypes or similar.
24Storages primary colors are the Bright Red Orange and the Antracite Grey, which put a clear color identity of the brand. Both color sets can be used in an opacity manner of 50% or 20%, e.g on tonal backgrounds. The tonal backgrounds should be used in a lighter mode than the primary colors.
Please note that color is dependent on saturation and density of the material applied upon, which means smaller differences can occur. It is therefore very important that the colors always are being matched against these directions.
Flama Condensed Semibold is the identity font of 24Storage. It is used for primary headings. Please note that we only use UPPERCASE letters in headings.
Secondary headings are written in Flama Semibold.
Body text i written in Flama Book.
Identity fonts are not standard fonts installed on your PC. Main usage is in marketing, branded communication and corporate communication such as external corporate presentations.
3.1. Standard office fonts
Arial is a standard font installed on your computer. This font is used on standard office material, general customer communication or general presentations as a complement to Flama Book.
Arial Bold is used for headings. Please use sentence case (e.g This is a headline).
Arial is used for body text.
4. Graphical element
The three stripes is a graphical element used to further distinguish and accenturize the 24Storage identity. They are primarily used on our properties as an extension of our logotype, but can also be used in a decorative manner without the logotype.
4.1. Examples of graphical elements
Icons are a strong part of the 24Storage identity. All icons have a unified linewidth which gives the visual perception of modern look and feel. Applicable areas of usage are for example:
- Internal signs
- Wayfinding signs
- Communicative purposes
The icons can be used on orange, white or grey background plate.
6. Brand imagery
Images are an important part of the 24Storage strategy to further inspire and educate storage usage among consumers. Images of people connected to 24Storages target groups.