Anti-Bland Brand's

TABLE OF CONTENTS

OUR WHY

TimeXtender exists to
empower the world with data, mind, and heart

WE DO THIS

BECAUSE TIME MATTERS

It’s one of the few finite resources, and we’re giving it back to the world, to companies, and to people.

BRAND

OUR THING

Everyone’s got their “thing” that makes them, well, them. It’s that thing that allows them to stand out above everyone else.

BRAND ARCHETYPES

ARCHETYPAL MIX

The Outlaw & The Creator

So if we mix all that together, what do we have, exactly?

REBEL WITH A CAUSE,

with a tip of the hat to the film with a similar title

Rebels — outlaws in their own right, each of them — all.

Causes? Yep. Each one wanting to disrupt something they saw as not right in their world, no? Starting to get the picture?

TONE OF VOICE

YEAH, WE KNOW WHAT YOU'RE THINKING

“TimeXtender’s a software company, right? So doesn't everything need to sound pretty much like you’re reading a technical user’s manual?” Only, here’s the thing. We don’t sound like we’re reading a tech user’s manual. Partly because we don’t like reading those things (Does anyone really? Honestly?). But also because it’s just not us.

Our tone of voice is all about bringing our brand personality to life; and it’s especially about being human at its core, just like our teammates, partners, and customers (are human).

YOU MIGHT BE WONDERING WHAT

ON EARTH DOES THAT ACTUALLY SOUND LIKE?

our Logo

and how to use it properly

Grab the Logo Kit

Core Logo

As any company, we also prefer to have our logo displayed in its main colors presented above to ensure that it is most recognizable (but for those occasions where that's not possible we've included a black and grayscale version in the Logo Kit above). 

This shortened version of our logo should be used in places where the full core logo would be too long.

Minimum Size

The logo should always be legible.

In print, the Core logo should never appear smaller than .125” tall (4.2mm), and on screen, it must appear at least 12px tall. The Isolated X logo in print should never appear smaller than .25” tall (6.4mm), and on screen it must appear at least 18px tall.

this goes without saying, but just to be sure

never change the logo

Use them as they are, don't add any fancy effects or make your own versions. This goes for every logo ever. not just ours.

*Unless you're in charge of a redesign, in that case, good luck.

once again, don't make any changes to the logo

our Colors

the orange and the rest

Primary Colors

As you've probably noticed Orange is our main color, that's in contrast with our Dark Blue, but you might have missed the supporting Grays that we use mainly for text and backgrounds.

Orange and Dark Blue can create bold statements, and they represent the Outlaw in our color scheme. Dark Gray is our main color when it comes to bodytext, and Light Gray is the base for our light backgrounds.

Secondary Colors

To create more variety in our branded designs we use different tints of the previously defined Primary Colors. Each of those Colors have 4 lighter alternatives.

Gradients

Color transitions add depth and dimension to the otherwise flat designs and there's a lot you can do with them: Use a combination of the Primary and Secondary colors for a subtle background. Add a fun, funky vibe to a photo with an overlay. Make a big impact—without being visually overwhelming—by adding a gradient with bold colors to design accents.

Gradient Tip: Keep the design simple. Don’t go overboard. You should be using gradients, but make sure you’re using them wisely. And always use colors that match our brand.

Accessible color combinations

Make sure to always have enough contrast between the text color and the background, so it's easy to read the text.

Backgrounds

Geometric shapes with subtle color differences and gradients are encouraged to use to create more interesting backgrounds without taking away the attention from the messaging on them. 

When selecting backgrounds aim for a healthy balance between simple one-color and "patterned" or gradient backgrounds.

Photography

The photos we use should align with our voice and other visuals. Make sure to use sharp, high-contrast images and whenever possible the orange should be a highlight in the photo. 

When the photos' purpose is to add a subtle visual, you can use black and white images to keep the attention on the colored messaging (e.g. an orange headline). Using black and white photos is also great for creating a uniform look across otherwise different images (e.g. photos in a presentation.

Use black and white closeups with orange circle background to create our signature headshot looks.

Social Media

Let’s Get Social!

Branded visuals and a strong company voice shape our online presence. On our social profiles, you will see a combination of content about our product, highlights of our company culture, and behind-the-scenes stories from the Xpeople. To reach more people and drive deeper engagement with our content, we often tag our partners and other relevant business accounts in our posts. We also use a selection of relevant hashtags to attract audiences that follow topics related to our business. 

Profiles

Don't forget to Like and Subscribe

See our Brand in action on our Social Media channels