Unafor
Brand Guidelines
Welcome to Unafor
We are here to bring a new, innovative approach to HVM to the market.
Our brand reflects our sincere approach to human safety along with our focus on design and a bespoke approach to working with high value brands.
It also establishes our unique product and service offer, the Unafor® System.
Brand Strategy
The Unafor brand positioning strategy brings clarity to what we prioritise and how we are experienced in the world.
Whilst Unafor is established and understood by many, there are many that will shortly experience us for the first time. Our first impression must be clear, simple and memorable. This is why our brand positioning strategy is built on three simple concepts:
Brand Manifesto
Our manifesto is a simple statement that’s bold, deep, and inspires action. It’s a powerful reminder to our staff and customers, and all those who interact with our brand, of who we are, and what we want to accomplish. By sharing our brand manifesto, we draw focus to our beliefs and inspire action.
Brand Promise
This is how we articulate our brand value proposition, it sets customers' expectations of our brand. We use our brand promise to tell stories about what we do and why we do it. It is the idea that defines our brand therefore we use it proudly as a key message or strapline.
Our brand promise communicates that we are driven by a purpose and goals that are higher than manufacturing and installing products. It demonstrates that we are making a societal contribution and are focused on human benefit. It sums up all of the value that Unafor creates in a simple statement.
We help create safe urban spaces via the Unafor® System, that delivers HVM solutions for business and brands that are present in them.
Our Danish ethos along with our technical and design capabilities help make public environments more enjoyable to be in, to deliver function whilst reducing anxiety and environmental disruption.
We use this as our communications strapline specifically when:
1. We want to talk about the emotional benefits of our brand.
2. We want to make a call to action and get customers to engage with our brand.
We use this strapline as our primary message in our communications.
Brand Personality
Our brand personality is how we are experienced by those that come into contact with us and the three attributes below should always come through in our visual and verbal communications.
Human
We act with warmth, empathy and respect. We understand emotional and rational factors. Our language is straightforward, expert and inviting. It allows us to discuss ideas and make connections. We avoid technical language and are conversational and down to earth with our writing.
Conviction
We believe that feeling and being safe is a key human need and this drives our belief in what we do. We do not sensationalise risk or danger. We are upbeat, confident and resourceful in how we engage with people we come into contact with.
Engaged
Our natural focus and enthusiasm for partnering with brands and creating unique solutions is felt in the energy and expression of our brand voice. We are open-minded, collaborative and innovative, a desire to always learn and improve manifests in the dynamic presentation of our ideas and our brand promise.
Logo
The Unafor logo is one of our most important identity element. Always ensure consistent placement, sizing, clearspace and color usage. This section will also cover our various lockups and co-branding principles.
Black & White Logo
Base Image:
With Grid
Hover Image:
Without Grid
Construction
Our logo is constructed on a 10x10 grid. The x-height of the Unafor text is equal to 1x. If legibility is an issue, we have a secondary (abbreviated) logo that can be used.
Clearspace
The clearspace is half of what is contained within the Unafor centre square. In this case x = 6. Therefore the surrounding clearspace = 3.
Logo Application
Our logo lockup is always applied in either black or white. When the logo lockup is applied on imagery, use black for light backgrounds and white for darker backgrounds. Only partner brand logos may incorporate their brand colours.
Logo :
Logo Application:
Base Image:
Without imagery
Hover Image:
Over Imagery
Strapline Lockups:
Base Image:
With Grid
Hover Image:
Without Grid
Strapline Lockups
The strapline is integral to our brand messaging. The typography is consistent with that of the Unafor logotype. We then align this with our logo in a set way. There are three lockups available for use:
Two Line — best for use on landscape formats.
Single Line — best for use on wide formats.
Stacked Lockup — best for portrait use, in applications where space is limited or in small digital formats.
Partnerships
Our logo can be paired with partners by following the clearspace and using a 1x border. The supporting logo can then be framed in a similar fashion to the Unafor lockup.
The standard format is in black and white but partner corporate colours can be used as an accent. In this instance, the Unafor logo always remains in black or white.
The proportion between our logo lockup and the partner brand logo should always remain the same.
Positioning
We have freedom to place the full logo and straplines in the positions shown below. At all times we adhere to the margin and column clearspace principles as defined in the layout section.
For the following lockups, closer attention is paid to placement:
Strapline lockup — These should always be left aligned but we have flexibility on the vertical axis to place it at the top, in the middle or at the bottom of the layout.
Sizing
The logo and straplines are always consistent with the rules set above. The minimum sizing for the primary logo is 50px. Where legibility is an issue, the secondary (abbreviated) logo can be used. The minimum sizing for the secondary logo is 25px.
Colour
Our brand colour palette is simple, direct and elegant.
Primary Colour
Our logo is always applied in either black or white. When the logo lockup is applied on imagery, use black for light backgrounds and white for darker backgrounds. Only partner brand logos may incorporate their brand colours. Below is an RGB breakdown.
Secondary Use of Colour
The Unafor brand is displayed in only black and white. However, accent colours can be introduced as a highlight or for use in layouts. This is done in two ways;
Photography — By adding images, we introduce a natural vibrancy to our applications.
Partner brand corporate colours — Solid partner corporate colours can be applied in a limited ratio to add vibrancy and emphasis.
Typography
Following a simple Danish methodology, our typography is simple, bold, clear and confident. We use one typeface across all channels and touchpoints.
Typeface
We use one brand font in a variety of weights and sizes. The same font is used for our brand logotype. We apply the minimum point size (using the sizing method below) and then proceed upwards in increments of 4. Tracking is set to -20 and leading is 110%.
For emails and internal communications, our fallback font is Arial.
Sizing
Our type system is highly adaptable and follows the brand system of the square frame. Instead of determining exact sizes, we keep minimum sizes in mind across all formats, this then allows creative freedom, legibility and impact.
We use a four column approach and then apply our square brand, which not only keeps brand consistency and a distinct ratio but also gives an added impression.
Positioning
Whilst text is always left aligned, there is flexibility in the placement of type. Place headlines at the top, in the middle or at the bottom of layouts to create emphasis and visual interest.
Colour
Type is always applied in black or white. Please ensure enough contrast when using images behind text. In a single layout, the headline can be applied in white over a dark image, whilst the body copy lives in black on a solid white background below the image.
Font Licencing
Albert Sans — Available from Google Fonts. These fonts are licensed under the Open Font License. You can use them in your products & projects – print or digital, commercial or otherwise. This isn't legal advice, please consider consulting a lawyer and see the full license for all details.
Tone of Voice
We are world leading experts in HVM systems. How we communicate and the tone of voice we use in our communications is critically important in demonstrating that we both understand our customers world and challenges; and that we are there to deliver for them. We have some simple principles that we follow when we write. Our TOV should always feel:
Sincere
We are serious about what we do and it’s outcomes. We don’t use humour, puns or jokes.
Expert
We are knowledgable and established. We used facts and bring insight when we communicate.
Caring
We understand what we do is for people. We speak with our eye on the human benefit.
Practical
We solve real and present problems. We are specific and concrete about things, we explain ideas and concepts.
Inventive
We create brilliantly. We embrace the languages of both science and design and often apply both together.
When you write something, read it and consider the above principles. If you don’t distinctly recognise them in your writing, try again.
Home & Away Media
When creating communications consider whether they will appear in 'home' or 'away' media. Content is designed differently for each.
Home Media:
A Unafor owned-media or space, such as our website, showroom or owned social platforms.
- We do not need to use the Unafor logo or strapline as we are already in a branded Unafor space.
Away Media:
Other external / third-party media such as a print ad in a publication or a social media sponsored post on LinkedIn.
- Logo and strapline feature to maximise brand awareness and impact in an out of context environment.
Messaging
Messaging can be used to highlight product and service related propositions, it can also be used to create brand awareness communications.
The promise ‘Urban safety for liveable cities’ should be used as a central messaging pillar for brand communications as shown. Where product and service focus is needed, the promise is used as a strapline and product related messaging leads. See the examples below.
Messaging:
Base Image
Brand Proposition
Hover Image
Service Proposition
Messaging Boilerplate
Our boilerplates provide a short summary of what we do and why we do it. It is written in our tone of voice and supports our brand personality.
Copywriting
When writing ads or content, please follow the simple three step system as follows. This ensures we retain clarity, relevance and engagement with customers.
01
Strong Headline
As per the examples we use language and phrases that capture attention. It’s important to be imaginative, uplifting and to keep it short - but keep it relevant.
02
Clear Proposition
The headline is doing the work of engaging the reader, the proposition and body copy needs to make it clear what we are offering. Keep it simple and clear, don’t use complex language or over describe and don’t forget the tone of voice.
03
Call to Action
Very important. This is the opportunity to convert the reader to our sales funnel. Make it clear what will happen when they click, e.g. DISCOVER, READ MORE or BUY NOW.
Layout
Layout is an important part of our design system. Our layout principles provide flexibility within a framework and puts our content into focus.
Principles
Our layout system is simple and constructed in a 10x10 grid square. From there, one block in the grid gives us the value of 1x. This value then helps us to determine margin size, column widths and general spacing for elements such as type, icons and images. The grid size varies for different media types.
Structure
The square grid can be adapted for any medium, but always follows a similar methodology and structure.
Format
Now that the media type, grid size and the value of x has been determined, there is a choice to create one of three different types of visual format:
Full bleed — An image is used to the full bleed of the format
Frameless — An image or solid colour bleeds off of the format using a square allowance
With border — 1x is used to create a border for the format
Application
As a general principle, margins are set to 1x regardless of the media type, format or grid size. We generally use a 4 column approach. The width of columns are set equally but we do have flexibility to alter the height of columns and therefore the alignment of the content.
Iconography
Our graphic icons are directly inspired by the brand and grid system. They serve as a general wayfinding system in our communications, the services we offer as well as certificates, ratings and the industry sectors we serve.
Currently, these are only examples of the icons and use the grid system as inspiration.
Style & Construction
Our icons are constructed using the grid principles of our identity system. We use a 10x10 grid and controlled stroke weights to create uniformity.
Primary Level Icons
Primary level lockups enable us to communicate specific arms of the business.
Industry Sector Level Icons
Industry sector level icons enable us to communicate to specialised and certified sectors.
Photography
Photography is incredibly important to our communications and helps to showcase the industries, practices, people and places that we support.
Principles
The overarching art direction principle is to tell a developed story. We use scale and contrast to go from the big picture to the smallest detail. We focus on craft, protection and what our company does... and we do this in a number of ways. All photography shown below is for visual reference only. Contact the brand team for current image library.
Content Styles
We have a particular approach to photography that is constructed by a number of styles. These can be interchanged and used in combination to tell our brand story as well as that of our partners.
01
Big Picture
Cropped
02
Human Interaction / Intimate
Protecting the Brand
03
Architectural
Designers
Craftmanship
Meet the Team
04
Contextual Close
Materials
Contextual Wide
Finished Details
05
Wide Reportage
Considered Framing
Close Reportage
Precise Framing
Motion
Unafor is an active brand with a multi layered system. Our visual language is versatile and dynamic. Our aim is to display reliability, confidence, simplicity and elegance.
Logo
An example of an animated Unafor logo which could be used in a wide variety of situations to introduce or bring emphasis to the brand and its identity.
Introduction
A motion example that can be used to introduce the audience to the brand world, what Unafor do, as well as partnership work, colours and content.
Outro
A working example of an animated outro that could be used to create an impactful exit and highlight the brand identity one last time.
Social Post
A motion example that shows the full use of a post to create emphasis around the Unafor brand and bring its story and work to life.
The Unafor® System
The Unafor® System is built on three simple features that deliver certified physical security, custom design to brand standards and unmatched ease of installation and management:
i. The Core
ii. The Counterpart
iii. Ready-To-Go-Deployment
These features allow us to link benefits together for simple and effective communications.
Applications
Continuously updated with relevant examples. Use these examples as inspiration when creating brand materials.
In collaboration with Phoenix Studios