Identum Brand Guidelines

The Identum logo is our unique and easily recognisable symbol. The logomark was inspired by traditional wood joints that seamlessly combine elements without the need for extra assets. The logomark was inspired specifically by the chidori joint.

The Japanese Chidori joint

M.C Escher's impossible images.

Logomark and wordmark

Primary version, horisontal and in full colour

Secondary version, stacked for when horisontal space is limited or the execution requires it.

Logo safe area

The minimum exclusion zone must be adhered to when using any version of the logo. No text, image or other graphic element should interfere with the logo exclusion zone. This ensures prominence and clarity.

The minimum exclusion zone is equal to the letter ‘E’ in capital letters and in the size of the font being used.

The logo stands out best with ample space around it so please consider using more, but never less than the minimum exclusion zone.

Negative versions

The Identum on and offline presence is presented largely on a dark background, thus the use of the negative logo is most common.

This is the main negative version of the logo

This is the stacked version to be used where horizontal space is limited.

The logomark as an icon

The logomark can be used as an icon in social media and/or apps. Please note adequate exclusion zone.

Icon for the square profile

Icon for a round profile

Animated logo (GIF)

The logo was beautifully animated and will be perfect in presentations and any video material Identum chooses to create in the future. We also made a version with just the logo mark. Please note that we encourage using GIFs for any online use.

Identum logo mark GIF (short)

Identum logo mark GIF (long)

Identum full logo animation GIF

Embossing

In rare occasions we'll need to use the black and white versions. These should be primarily used for embossing and not online.

For embossing on white background

For embossing on black background.

Logo misuse

Using our logo consistently is vital for maintaining a cohesive brand image and protecting our brand. The logo must be used as provided and not altered in any way.

Don’t remove, distort or alter any element of the logo, including changing any of the colours and typography.

Here you will find examples of logo misuse. The list is not exhaustive.