Brand System
Brand Idea & Narrative
A brand idea is an idea, captured in a simple yet meaningful phrase, that expresses the essence of a brand. A brand narrative is the central building block of a meaningful brand strategy.
Brand idea
See Beyond, Rise Above
Brand narrative
We help our clients around the world to turn their digital challenge to business success. Our technical expertise and industry experience enable us to anticipate what’s next and answer questions even before they’re asked.
Our partnership with clients accelerates their growth by giving them a unique competitive advantage – they can see around corners and orchestra their success. Getting them there is our promise.
Working to achieve a sustainable advantage is the mindset we bring to work each day. We are committed to deliver quality through persistence and ingenuity. It’s our journey,together with our clients, seeing beyond today and rising above the competition.
Brand Values
These four core principles represent the identity of our company: our mindset, attitude, intentions and actions.
Ingenious
We always want to be first to transform new ideas into tangible business results while optimizing our use of resources.
We are versatile in action and agile in thought because we believe it’s important to do more with less. For us, ingenious solutions are the ultimate goal.
Responsible
With our clients’ and colleagues’ best interest at heart, we act responsibly and communicate with clarity. Our global practice demands respect and openness towards each other, the communities around us and global society at large. We take seriously the trust placed in us and work hard to earn it every day. We never make a promise that we cannot keep.
Persistent
In the face of complexity and rapid change, we are determined to help our customers and our people around the world succeed.
The road to joint success may be long but we’re persistent where our competitors falter. Our optimism is infectious and helps customers trust in our abilities. Together we build momentum towards our shared goals.
Confident
We meet every challenge with respect and confidence. We trust in our abilities and the difference we can make. We also understand the complexities of modern technology well enough to always keep learning. Every accomplishment and customer success adds to our ability and growth. They deserve to be talked about.
Brand Personality
These four core principles represent the identity of our company: our mindset, attitude, intentions and actions.
Farsighted
We take ownership and are always prepared to provide answers about tomorrow in the moment. We make what’s next happen. Tomorrow’s opportunities are always at the heart of our conversations. We anticipate where industries move and present these shifts with energy and optimism. We only look back if it can help us move forward.
Curious
We are naturally drawn to interacting with different technologies, cultures and people. We are always exploring new possibilities to find the best route that leads to ingenious solutions for our customers. We strive to know more about our customer industry and people; their challenges, successes and failures. We ask ‘why’ most often and truly enjoy the journey of finding answers.
Relentless
We are relentless in our pursuit of customer success. Leaning in and listening isn’t enough – we drive conversations and actively seek every opportunity to ensure progress. For us, no challenge is too big or complex; we never give up. We are fast and flexible in our execution, consistently delivering above and beyond our customer’s expectations.
Persistent Logo
Logo Variants
Primary (Vertical)
Use in digital or printed materials when the Persistent wordmark is easily legible.
Logo + Tagline
Use when dimensions are large enough and when the logo has a lot of white space around it.
Horizontal
Use in digital or printed materials when there is not enough vertical room for the Primary variant wordmark to be legible, e.g. website logo or next to another horizontal logo.
Primary Colorways
The Persistent logo comes in different colorways.Choose a logo suitable to the background color it is used on.
Primary (Vertical)
Logo + Tagline
Horizontal
Clear Space
To retain the visual integrity of the symbol,clear space and rules have been set up. The clear space for the symbol is defined for each logo as shown on this page, using the height of the letter “P” as a measure.
Primary (Vertical)
Logo + Tagline
Horizontal
Logo Don’ts
Don’t use the logo on top of photography that compromises its legibility.
Don’t change the size ratio and reposition the elements of the logo
Don’t squash or distort the logo
Don’t use the logo in altered colorways
Don’t place logos too close to each other
Never place partner logo above the logo
Logo Placement
Horizontal Layout
In the horizontal layout, lowercase text in both logos is the same height and the visual element of the partner logo should be the same or smaller than our
infinity symbol.
Vertical Layout
In the vertical layout, both logos have the same height. Distances are measured using the capital “P” of our logo.
Logo Placement Example
Download complete logo package.
Color Palette
Primary Palette
Lead brand colors in our brand palette link to our heritage and at the same time help us stand out from the sea of sameness in the world of technology. Midnight creates a technological brand feel and gives the perfect setting for the primary orange to pop out.
The palette was designed to create contrast and energy. Our colors are fundamental in expressing our personality. We use color to create consistent messaging across all channels, inspire and engage, and add flexibility to the design system.
Always ensure you use the exact values of the colors, as outlined on this page.
White
Pantone N/ACMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX FFFFFF
Midnight
Pantone 282CCMYK 100, 0, 90, 75RGB 35, 30, 40HEX 231E28
Graphite
Pantone 2333CCMYK 0, 0, 0, 75RGB 77, 77, 77HEX 4D4D4D
Silver
Pantone Cool Grey2CCMYK 0, 0, 0, 10RGB 238, 238, 238HEX EEEEEE
Orange
Pantone 158CCMYK 0, 66, 96, 0RGB 253, 95, 7HEX FD5F07
Secondary Palette
In addition to the primary palette, there are five extra colors that can be used exclusively to create diagrams and infographics.
Yellow CMYK 2, 37, 79, 0 RGB 245, 174, 69 HEX #F5AE45
Blue CMYK 81, 0, 23, 0 RGB 0, 173, 198 HEX #00ADC6
Turquoise CMYK 33, 0, 1, 25 RGB 107, 191, 188 HEX #6BBFBC
Red CMYK 0, 49, 55, 0 RGB 255, 131, 114 HEX #FF8372
Green CMYK 18, 0, 32, 20 RGB 158, 204, 122 HEX #9ECC7A
Color Don’ts
The colors are an inherent part of the brand and everything should be done to ensure wedon’t misuse them.
Don’t use colors that are not in this document
Don’t use different tint levels than the ones outlined
Don’t use the colors with transparency & blending modes
Don’t use PowerPoint table styles that contain too much orange
Don’t use too much orange
Iconography
Characteristics
We use a 24×24 grid to draw icons. To ensure consistency in all icons, we use rounded corners and make sure there is an overlap in the design. The icons have been so designed to work across different scales.
Grid
Rounded corners
Overlap
Scaling
Icon Library
Icons can be created using any of the colors in the primary or secondary color palette. Use dark icons on light backgrounds and vice-versa.
