Brand

guidelines

00. Introduction

01. Logo

02. Colors

03. Typography

04. co- symbol

05. Iconography

06. Tone of voice

07. Photography

08. Motion

09. Applications

10. How to?

Lab08 is community of experienced developers and dreamers, who combine tech and human insight to help build great things.

As a brand, Lab08 embraces ideas of partnership and collaboration — working together towards developing big ideas and creating a brighter future.

01. Logos

Block logo

This is the main version of the logo. It should be used for all applications where the available space is suitable.

Horizontal logo

This is the secondary version of the logo. It should be used for applications where the available space is confined to a horizontal format.

08 Symbol

The 08 symbol can be used independently, as a signature or as a branding mark. In certain circumstances, the 0 and the 8 can be placed spaced apart.

→ DOWNLOAD LOGOS

02. Colors

Bright Blue

HEX #0073FF

RGB 000 / 115 / 255

CMYK 86 / 42 / 00 / 00

PMS 285 C / 285 U

Bright Lime

HEX #BCE800

RGB 188 / 232 / 000

CMYK 28 / 00 / 100 / 00

PMS 2297 C / 389 U

Light Clay

HEX #CF885E

RGB 207 / 136 / 094

CMYK 02 / 55 / 69 / 00

PMS 7576 C / 7577 U

Light Grey

HEX #E8E8E8

RGB 232 / 232 / 232

CMYK 04 / 02 / 04 / 08

PMS CG1 C / GC1 U

Black

HEX #000000

RGB 000 / 000 / 000

CMYK 100 / 100 / 100 / 100

PMS BLACK

White

HEX #FFFFFF

RGB 255 / 255 / 255

CMYK 00 / 00 / 00 / 00

PMS WHITE

03. Typography

Type use

Using type? Make it simple!Limit yourself to one or two typesizes, and limit the amount of text : that will make the communication much nicer to read.

Text color

Type should always be black or white. Never set the type in the other Lab08 colors.

→ When using a white or colored background, the type should always be black, never white or another color.

→ When placing type on a photo, the type can be either black or white, never another color.

→ DOWNLOAD FONTS

04. co-symbol

The symbol

This “co-” symbol character is unique to Lab08 and embodies its collaborative nature. It is meant to be used in “co-” formulations, as a replacement for the “o”, and mainly in communication headlines.

→ The symbol has been added to the Lab08 font. It is accessible through the glyph / alternative characters palette in various applications.

In use

→ In the “co-” formulation, always use a lowercase “c”, even when starting a sentence.

→ Never use the symbol for other uses. It is only meant to replace the “o” in “co-” formulations.

05. Iconography

Individual incons

The Lab08 icons are divided in 4 categories : equations symbols, thought bubbles, simple elements & keyboard references.

When creating new icons, remember :

→ Keep it super simple.

→ The shapes should be geometric and minimal.

→ Use a constant stroke size in the same icon.

Iconographic illustrations

Want to illustrate a brand concept?By combining simple elements & icons together, a complex idea comes to life.

When creating new illustrations, remember :

→ Always combine simple elements.

→ 3 or 4 should do the trick.

→ Use the same stroke size on every element within the same illustration.

→ DOWNLOAD ICON LIBRARY

06. Tone of voice

Tagline

↓

Developing big ideas

Brand description

↓

We’re a community of experienced innovators who combine tech and human insight to help grow your business.

Employer promise

↓

At Lab08, we are a team of experienced developers joining forces with innovators who aspire to build products with a positive impact on the world. Our people are our greatest asset. So, when you come work with us, we make sure you get to focus on one product and develop your best from start to finish.

Brand messaging

↓

c∞-developing

the next big idea.

c∞-building your

something great.

c∞-solving

great challenges.

c∞-ideating

your next step.

c∞-dreaming of

a better tomorow.

c∞-inventing

the unexpected.

c∞-writing your

next chapter.

c∞-nurturing

yourpet project.

We c∞-create.

We c∞-design.

We c∞-refine.

We c∞-invent.

We c∞-develop.

We c∞-launch.

We don’t just

develop products.

→ We c∞-create

them together.

07. Photography

Categories

The Lab08 photos are divided in 2 categories :

→ Casual portraits of the Lab08 employees & partners.

→ Images capturing the everyday worklife at Lab08 & its strong collaborative quality.

Art Direction

The Lab08 photo style is warm and human, modern and down to earth. The photos should not feel staged, but should feel like moments in time, captured like a film. The use of strong natural light mixed in with subtle flash photoraphy helps the brand feel alive and vibrant.

Retouching

The photo retouching aims for an end result that is natural and does not look like filters were applied. The whites are neutral and the colors should be slighly constrasted and saturated (but never overly treated).

→ DOWNLOAD PHOTO LIBRARY 01

Retouching specifications

The photo retouching aims for an end result that is natural and does not look like any filters were applied. This can be achieved with slight adjustments to make sure the images do not look overly treated.

→ The white balance is neutral. It does not lean towards either warm or cold tones.

→ The contrast is slightly increased, making the shadows a bit darker and the hightlights a bit brighter. However, the shadows should never be completely black and the highlights should never be completely white.

→ The colors should be slightly saturated to make the images a little more vivid. However, this adjustment should be mininal, keeping a natural look.

→ The skin tones shoud not be too orange or too yellow. When playing with the saturation, it is important to account for the skin tones.