Brand Book
2024
v1.0
Introduction
Brand Positioning
Logo
Colors
Typography
Iconography
Tracker
Table of
Contents
Description
Welcome to the EzTenda Brand Book, a simple, yet powerful set of guidelines that can be easily understood and communicated while leaving room for creative expression.
The following pages will guide you through some of the basic identity elements and will provide some general rules for applying these elements across a variety of media types.
1 / Introduction
Welcome
Description
We innovate the game we know
Based on our extensive market expertise we strive to solve the current market issues with digital innovation.
We connect & equalize opportunities
We enable every party with access to expanding network of venues, brands and wholesalers.
We empower you to achieve your goals
We provide all parties with the information and tools they need to achieve their goals.
We play fair
We strive for equal chances for all to participate in healthy and thriving competitive market.
2 / Why
Our
values
that guide our actions
Experienced
Connecting
Empowering
Fair
Supportive
2 / How
Brand
personality
Brand attributes reflected in our communication, marketing materials and tone of voice.
EzTenda’s is the first go-to B2B digital marketplace to secure drink deals with brand support - fairly and accessibly to all - venues, brands and wholesalers.
Core pillars
Market education (convince to switch from old to new)
Ease - simpler than current solutions
Single go-to platform that connects all parties
Niche focus on drink deals with marketing support
Transparency & fairness
Support & empowerment
2 / How
EzTenda’s
positioning
Description
Our logo consists of an icon and a wordmark.
The icon features the stylized "EZ" within a rectangular shape, symbolizing digital ease and efficiency. This modern design reflects our commitment to innovation and user-friendly solutions.
The word "EzTenda" is written in a light, clean typeface, conveying modernity, elegance, and approachability. The sleek design ensures a professional yet accessible appearance.
The blue color represents trust, dependability, and calmness, aligning with our mission to provide seamless and reliable services.
EzTenda’s logo encapsulates our philosophy of simplifying complex processes and empowering users with efficient solutions, making their goals easier to achieve.
3 / Logo
Our Logo
Primary
Eztenda’s vision is to innovate, simplify and democratise the beverage industry’s sales and procurement practices. Fairly and accessibly for all.
Purpose
Digitise & simplify the current complexity in drinks sales and procurement
Democratise & enable access to all in notoriously fragmented market
Inform & educate all participants to help them maximise their business opportunities
2 / Why
Vision
& Purpose
Description
The exclusion zone refers to the area around a logo, specifying the amount of designed clear space or containing no other graphic or text that can surround the logo. Elements that infringe on this space will be breaking the brand guidelines.
3 / Logo
Our Logo
Exclusion zone
3 / Logo
Our Logo
Variations
Primary
Brandmark
Favicon
Primary
Brandmark
Favicon
Our primary color is Ultramarine, a vibrant blue that represents trust, reliability, and professionalism. This color is prominent across our branding, ensuring a strong and consistent visual identity.
Tangerine serves as our accent color, offering a dynamic and energetic contrast to the Ultramarine. It highlights key elements and actions, bringing a lively touch to our designs.
Lastly, White is used for its simplicity and clarity, ensuring our designs feel open and uncluttered.
The combination of these three colors works together to create a distinctive and cohesive look for our brand.
4 / Colors
Our Colors
Primary
Our secondary colors enhance our primary palette.
The Ultramarine series ranges from dark to light blues, adding depth and versatility for backgrounds and design elements.
The Tangerine series offers vibrant oranges for highlights, buttons, and calls to action.
These secondary colors provide contrast, emphasis, and a cohesive look for our brand.
4 / Colors
Our Colors
Secondary
Secondary - Ultramarine
950
#252746
900
#393E75
800
#374697
700
#354DB9
600
#3355DB
500
400
#587BFD
300
#809AFE
200
#A7BAFE
100
#CFD9FF
50
#F6F8FF
Secondary - Tangerine
600
#DA7001
500
#FF8400
400
#FF9C2F
200
#FFCB8E
100
#FFE2BD
Our tertiary colors complement the primary and secondary palettes, adding flexibility and functionality to our designs.
Gray shades are used for complementary text and subtle accents, ensuring a balanced and professional appearance without overpowering the primary colors.
Green/Success shades signify positive actions and outcomes, ideal for success messages, confirmations, and highlighting positive metrics.
Red/Error shades indicate errors and warnings, drawing attention to critical information and necessary actions.
These tertiary colors enhance our visual communication, providing clear and effective messaging across various contexts.
4 / Colors
Our Colors
Tertiary
Tertiary - Gray
500
#6B7280
400
#9CA3AF
300
#D1D5DB
200
#E5E7EB
100
#F3F4F6
Tertiary - Green / Success
700
#15803D
600
#16A34A
400
#4ADE80
200
#BBF7D0
100
#DCFCE7
Tertiary - Red / Error
700
#B91C1C
600
#DC2626
400
#F87171
200
#FECACA
100
#FEE2E2
Our labels colors are designed to stand out and categorize information distinctly from our brand colors. These vibrant and unique shades ensure that category labels are easily identifiable and add an extra layer of organization and clarity to our user interface.
4 / Colors
Our Colors
Labels
Labels - Yellow
700
#A16207
100
#FEF9C3
Labels - Purple
700
#7E22CE
100
#F3E8FF
Labels - Emerald
700
#047857
100
#D1FAE5
Labels - Cyan
700
#0E7490
100
#CFFAFE
Labels - Pink
700
#BE185D
100
#FCE7F3
Our primary typeface, Cocogoose Pro, is light, elegant, and unique, perfectly aligning with our brand's modern and approachable personality. With its clean lines and distinct style, Cocogoose Pro adds a touch of sophistication to our headings, making them stand out while maintaining readability.
This typeface embodies the balance between professionalism and friendliness, mirroring our commitment to providing reliable yet accessible solutions. Its unique design ensures that our brand voice is both memorable and effective in communicating our core values.
5 / Typography
Our Typography
Headings
Cocogoose Pro
Abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Our primary typeface, Proxima Nova, offers a versatile range from "Thin" to "Black," allowing for a clear and legible reading experience in various contexts. This font is chosen for its readability and adaptability, supporting our communication with precision and clarity.
Proxima Nova's clean lines and modern design echo our brand's commitment to forward-thinking and accessibility. Whether using the lightness of "Thin" or the strength of "Bold," Proxima Nova delivers our message effectively and elegantly, ensuring our content is engaging and easy to read.
5 / Typography
Our Typography
Main
Proxima Nova
Thin
Light
Regular
Medium
SemiBold
Bold
ExtraBold
Black
abcdefghijklmnopqrstuvwxyz
Abcdefghijklmnopqrstuvwxyz
This section illustrates the practical application of our color palette in buttons to ensure clarity and consistency.
4 / Colors
Use of Colors
Buttons
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Button text
Default
Hover
Pressed
Disabled
Primary
Secondary
Tertiary
Tertiary Outlined
This section illustrates the practical application of our color palette in labels & indicators to ensure clarity and consistency.
4 / Colors
Use of Colors
Labels & Indicators
Primary
Primary/Hover
Primary/Dark
Primary/Hover/Dark
Secondary
Secondary/Hover
Secondary/Dark
Secondary/Hover/Dark
Tertiary
Tertiary/Hover
Tertiary/Dark
Tertiary/Hover/Dark
Tertiary
Tertiary/Hover
Tertiary/Dark
Tertiary/Hover/Dark
Tertiary
Tertiary/Hover
Tertiary/Dark
Tertiary/Hover/Dark
Yellow label
Purple label
Emerald label
Cyan label
Pink label
Free stock
Listing fee
Marketing budget
Retro discount
Retro discount
Disabled
Success
Error
We use the TABLER icons library to provide a consistent and intuitive user experience. To align with our design ethos, we set 1.4 outline width per 24px for each icon. Each icon is designed with a uniform stroke weight, ensuring visual harmony and coherence throughout our interface.
These icons are versatile, clear, and crafted to help users navigate our website with ease. From basic actions like searching and bookmarking to more specific tasks like adjusting settings or viewing notifications, the Tabler icons make interactions simple and efficient, aligning perfectly with our brand's commitment to a seamless digital environment.
6 / Iconography
Our Iconography
Tabler Icons Library
This brand book is the culmination of a collaborative journey between EzTenda and Sudolabs. As the creative force behind EzTenda's website, and this brand book, we at Sudolabs are proud to have translated their vision into a tangible identity.
Our shared dedication to excellence has guided this process, ensuring every detail was meticulously developed to resonate with EzTenda’s users. We're honored to have played a part in shaping the brand's narrative and look forward to continuing this partnership.
For inquiries, further brand development, or to simply say hello, reach out to us:
hello@sudolabs.io
Sudolabs - Your partner for development of truly user oriented products
Author
Sudolabs
sudolabs.com