PRESSROOM

visual identity

blueRover is committed to the ongoing building of its brand image. A strong foundation of visual communication begins with consistency, constancy and clarity of visual elements. These practices are fundamental to the ongoing impact of this identity.

This identity guideline is provided for internal blueRover team members and for external suppliers and partners. The guide is to be used as a support reference to ensure consistency in the representation of the blueRover brand throughout all visual communications. This document contains the visual specifications required for production of both of print and web-based visual communications, as well as, electronic digital marketing and communications materials, collateral and advertising.

These Standards are developed to support, not limit, the dynamic presentation of the blueRover Brand.

For more indepth information, please download blueRover’s Visual Identity PDF here.


wordmark

The blueRover wordmark is a key element that identifies the brand throughout communications. It is critical to maximize its visual clarity and impact. Preferred placement of the logo is in the top left corner.

Some occasions may not enable the wordmark and positioning statement to be separated In response to these occasions a locked up version of these two elements combined is also available.


positioning statement

The blueRover positioning statement “Infinite Intelligence” is an important part of our branding story. It brings focus and clarity to the development of our marketing strategy. It is to appear on all communications. Preferred placement of the positioning statement is in the bottom right corner.


typeface

Gotham is the typeface of choice when creating visual communications for blueRover. It is a modern sans serif with clean lines and multiple weights for flexible use in formatting headlines and body copy. In the event Gotham is not available an appropriate substitution is Calibri.

gotham bold

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri bold

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

gotham medium

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri regular

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

gotham book

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri italic

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

gotham book italic

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

gotham light

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

gotham light italic

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri bold

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri regular

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

calibri italic

1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz


colour palette

Our colour palette is primarily blue with shades of cool grey. This selection of colour works in unison with the name blueRover and is an important part of our identity. Pantones specified or their CMYK process equivalents are the appropriate colours to use when placing our wordmark and positioning statement on a white background.

primary colours

PANTONE 7459 CP

C:72 M:9 Y:9 K:13
R:66 G:152 B:181
HTML: 4298B5

PANTONE 7545 CP

C:58 M:32 Y:18 K:54
R:66 G:85 B:99
HTML: 425563

secondary colours

PANTONE 7699 CP

C:73 M:13 Y:0 K:57
R:52 G:101 B:127
HTML: 34657F

PANTONE 551 CP

C:35 M:3 Y:8 K:7
R:163 G:199 B:210
HTML: A3C7D2

PANTONE 7543 CP

C:24 M:9 Y:8 K:22
R:152 G:164 B:174
HTML: 98A4AE

PANTONE 5445 CP

C:21 M:5 Y:4 K:8
R:183 G:201 B:211
HTML: B7C9D3

cool grey tones

Cool Grey 5 CP

C:13 M:9 Y:10 K:27
R:177 G:179 B:179
HTML: B1B3B3

Cool Grey 2 CP

C:5 M:3 Y:5 K:11
R:208 G:208 B:206
HTML: D0D0CE


visual elements

The connectivity line art seen throughout this guideline represents the collection and reporting of accurate data seen at the core of all products and services. It is our primary visual identity design element and appears in all communications.

primary visual elements

The connectivity line art is available in multiple variations and file formats for both online and print usage. It may be cropped and or rotated when placed in layouts. For consistent use, the structure and placement of the elements, as well as branding colours within the files are not to be altered.

shapes

Vector shape boxes with custom rounded corners are available for download. The custom corner is based on the unique shaped corners as seen in the letter “o” of the wordmark. It is not a standard rounded curve but rather a corner shape. These vector shapes can be used to apply custom corners to photographs, text boxes and die cuts. Only the top right and bottom left corners are to be given custom corners, one or both simultaneously.


photography

Branded photography is available for download. This library of images exits for creating branded materials and incorporates visual effects and colour editing to uphold the blueRover brand image.


protocols of use

wordmark

Use only master digital vector based files. The wordmark should never be recreated electronically.

1. Do not distort by condensing or stretching the x-y axis.

2. The wordmark is designed to be used as a solid and must not be outlined.

3. The wordmark may be reversed to white on a black background or the specified corporate colours listed in this guide. Refer to “colour” section.

4. Do not place the wordmark on non- branded colours nor photography or patterns where clarity is lost due to conflicting imagery.

5. 2 Colours are specified for the wordmark when used in colour. Refer to “colour” section. The wordmark must not appear in any other colours or as a single colour unless solid black or reversed to white application is necessary.

wordmark usage

wordmark encroachment

The wordmark requires a protective area from all text and graphics equal to the height of its letters and preferably larger when at all possible.

wordmark encroachment

positioning statement

Use only master digital vector based files. The positioning statement should never be recreated electronically.

1 Do not typeset the positioning statement on branded materials unless within the body copy.

2. Do not use colours other thanthe brand specified colours for the positioning statement. Refer to “colour” section.

3. Like the wordmark, the positioning statement may be reversed to white on a black background or the specified corporate colours listed in this guide. Refer to “colour” section.

4. Do not place the Positioning statement on non-branded colours nor photography or patterns where clarity is lost due to conflicting imagery.

positioning statement usage

wordmark encroachment

The wordmark requires a protective area from all text and graphics equal to the height of its letters and preferably larger when at all possible.

wordmark encroachment

Colour Palette — In combination with white wordmark and positioning statement

It is recommended the wordmark and positioning statement are not reversed to white on the light blue or grey tones in this colour palette.

primary visual

Consistent recommended use of the primary visual element is essential. Below are some examples of how not to use these visual elements. A library of these visuals in multiple variations and file formats for both online and print usage is available for download.

1. Do not edit colours of primary visual library Use only as provided.

2. Do not use primary visual in combination with photos in an intrusive way. Refer to master layered photography file for this process. Custom corners are to be applied to top right and or bottom left only.

3. Proper use example


legal terms of use

corporation name

It is important to note that the corporate legal name format differs slightly between Canada and the U.S. with the use of a comma in the U.S. only.

Canada:           blueRover Inc.

U.S.A.:              blueRover, Inc.

The positioning statement “Infinite IntelligenceTM” is now in trademark registration process, and is to appear with a TM symbol in all instances.


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visual identity guide