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Tools and rules for a consistent brand
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Home Visual Identity Visual extension
The visual extension is not a replacement of our current visual identity as it does not replace the original dot space graphics -- those assets remain core to our visual identity. This digital-first approach is driven by additional elements designed to be applied selectively and sparingly that maximize impact where appropriate. This approach adds variety, dimension, and flexibility to our existing visual identity while maintaining control and consistency.
To maintain clarity and consistency, never use more than two elements from the visual extension within the same asset. This could be a gradient background + the line space or photo gradient overlay + circle dot space.
To maintain the strength of the circle dot space, the line space, the 3D gradient and the dot space, avoid over-use. It is a complimentary detail for the brand, but shouldn’t ever totally overshadow the other core elements within the identity. Using too many elements at once can reduce impact and create unnecessary visual complexity.