TSS Brand Book

In The Scaling School Brand Book, we gather the elements that unify the essence of The Scaling School brand. This encompasses visual components such as colors, typography, and logos, as well as auditory elements, linguistic expressions, and our core ethos.

Brand Book Content

Colors
Text
Logo
Icons
Buttons
Language
Slogan
Ethos
Audio
Video
Physical

Colors?

Here we will list colors are what they are used for (to be filled in)

Main colors

#CE0037
#131313
#f3f3f3

Other colors

#f77708
#1153e7
#762ae9
#0aabad

What about text?

Here we will list typefaces, fonts and sizing.

H1

Heading 2 = Poppins, Extra Bold, 70px

Heading H1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare (...)

H2

Heading 2 = Poppins, Extra Bold, 50px

Heading H2

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare (...)

H3

Heading 3 = Poppins, Extra Bold, 40px

Heading H3

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare (...)

H4

Heading 3 = Poppins, Bold, 30px

Heading H4

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare (...)

Here we will list our versions of logotype.
The Scaling School logo

Original logo

Our main deal. Can be put on presentations, folders etc...

The White logo

Our original logo but white. To be put on colourful backgrounds

Frank the Croc

For icons and social media profile pictures. Can this become our logo in the future? 👀
Examples of the different icons we use...

Mobile Guides

For example...
A lightbulb drown as a black outlineA mobile phone drown as a black outlineSmall black laptopDark outlined arrow inside a box, pointing outside of it

Scaleup in a Box Portal

Icon Library: XX

General Website

XX
Examples of the decor we use...

Cloudy 70s Decor ala Frans

Lower the opacity and use it on backgrounds for example in presentations.

The Shadow & The Stroke

Adding a stroke/border of 2px and an outer shadow (without blur) around the boxes of 16px to boxes gives them (...)
Examples of the different buttons we use...
START

Action button (portal)

xx

Login button (website)

Icon Library: XX
Tools

Dropdown menu (portal)

Icon Library: XX
Button

Submit button

XXX

Lingo & Tone

To-do's:

The tone we use can be describes as...

  • Clear
  • Inclusive
  • Honest
  • Humoristic?
  • Straight to the point

Rather than...

  • Insert word here
  • Insert word here
  • Insert word here

What it means in practice...

Keep our audience in mind when writing. They are busy startup people, usually in the beginning of their scaling journey.

Our mission is to make business knowledge accessible to everyone. So, we avoid confusing 'business jargon' and use clear language that can't be misinterpreted.

Social media post text should lean to the humorist and relatable style and not feel to square/old-fashioned.

There is, however, a difference between "clearly-trying to-sound-unique-funny" (can fail) and saying it like it is.

Slogans and sayings

What slogans do we typically use?

"Level up your startup game!"

"What’s in the box?"

"Scaleup in a Box© is a self-guiding toolkit to move your business forward in hands-on steps together, anytime-anywhere."

More to be filled in (...)

Brand Ethos

"The brand ethos is basically the character of a brand – its morals, its purpose, its quality, all that which sets the brand apart from the rest".

To-do's:

Audio

(...) the use of sound to define, reinforce and strengthen a company’s identity.

To-do's:

Guidelines video audio (link later)

The music for The Scaling School can be described with words such as...

  • Insert word here
  • Insert word here
  • Insert word here
Guidelines video audio (link later)

As you can hear...Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare (...)

Video

(...)

To-do's:

Graphic or Link to be added

Transitions

What is our style of video transitions? Do we do use (dissolve/wipe?) etc...

Graphic or Link to be added

"Lower Thirds"

A text title or graphic overlay placed in the lower region of the screen. How do "name plates" in interviews look for example?

Graphic or Link to be added

Movie Title Screens

What to title screens look like? Is the text centered etc?