Welcome to the Brand Manual for Formula. It introduces our identity and explains the guiding principles for using the elements of our brand. The way we look, sound, and behave is a reflection of who we are. The Formula brand identity is more than a logo or a font, it is a rich system that works to let our business shine with personality and approachability.

Created by Metcon Creative for Formula.
Copyright Formula 2023.

01 –

Our brand at a glance

Our logo is a distinct mark that identifies our company. 

The logo can be used in full or as an icon, depending on space. When in doubt, use the full logo.

The logo is to be used only in the brand colors, which are listed below. Combinations of the brand colors are acceptable, as long as contrast and clarity are paid attention to.

Clearspace

Great logos need room to breathe. To make sure that the Formula logo maintains its sophistication, leave it uncrowded.

The blue box indicates the minimum space required around the logo at all sizes. To measure the minimum, take the width of the 'O', and apply it to all sides.

Not observing this guide will result in a crowded logo and a missed opportunity to show professionalism and brand power.

Don't do this

To protect the logo, you have to keep it the same almost all of the time. These are some examples of what not to do.

1. Don't use mixed or non-brand colors
2. Don't use drop shadows
3. Don't skew the logo out of proportion
4. Don't put anything inside the clearspace

02 –

How to use our colors

Our colors are energetic, sophisticaed and are an updated version of the original.

These colors, as well as white, make up the main color palette for the brand.

They can be used in their full strength or in shades, but any design should be kept to these colors to keep the brand consistent.

Always aim for maximum readability of fonts and layouts when choosing colors.

Black

C60 M40 Y40 K100
#000000

Gray

C26 M21 Y19 K0
#bcbdc0

Orange

C3 M74 Y100 K0
#eb6500

03 –

Chosen to bring clarity to our voice

Our heading font is Legend.

Our body copy font is Calibre Regular.

Fonts are really powerful. They add personality, they can make words appear like they’re SHOUTING or whispering.

When you speak to a person, you don’t just hear the words. You hear the tone, volume, and speed of their words as they are spoken. Those are the things that fonts communicate.

The Formula fonts have been chosen to balance boldness and minimalistic luxury.

Use the fonts for the uses listed here, and always keep in mind that the more space the words have to breathe, the better their message is received.

04 –

Culture Kit

We're here to serve people. These are the pieces of our culture our people love.

This kit includes badges and icons unique to Formula, designed to resonate and connect with our ideal client.

Use these files when creating merchandise like shirts, and put them into social media posts or emails to add a touch of Formula brand personality.

05 –

Our social media is designed to be engaging, consistent, and informative. We use it to educate, celebrate small wins and share a personal side to Formula.

Through our content people will learn more about us, learn about the Formula method, and will hopefully begin to see themselves as one of us. 

These templates have been set up in Canva, and there's a template for every need.