TEMPLATE Stijlgids

v1.0

De visual aspects of a corporate identity are only as strong as the people wielding them. Uniformity is key. In order to achieve this, a Style Guide is used to document essential brand aesthetics accompanied by examples, preferences, do's and dont's.

You are presented here with the CATTS Style Guide. It will help anyone dealing with branded documents and designs to adhere to our visual style.

Het uitwerken van de visuele onderdelen van een merkidentiteit, de Huisstijl, is één ding. Maar deze moeten ook effectief en eenduidig worden toegepast. Daarmee staat of valt de Visuele Kant van jouw onderneming. Om dit op orde te krijgen en te houden, is een Stijlgids onmisbaar.

De Stijlgids is het document dat we gebruiken om de belangrijkste uiterlijke kenmerken van het merk vast te leggen. Deze gids omvat voorbeelden, voorkeuren en absolute no-go's.

Op dit moment bekijk je het Stijlgids-template dat is ontwikkeld door de Visuele Kant. Het dient als basis voor de toekomstige Stijlgids van jouw onderneming.

© de Visuele Kant 2022

01 - Logo

A business' logo is essential for its recognizability. Therefore, its appearance and use should always be clearly defined and restricted.

The logo section presents the original logo followed by a series of variations in both color and shape, as well as guidelines concerning its placement in a context considering layout and backgrounds.

A business' logo is essential for its recognizability. Therefore, its appearance and use should always be clearly defined and restricted.

The logo section presents the original logo followed by a series of variations in both color and shape, as well as guidelines concerning its placement in a context considering layout and backgrounds.

1.1 - Logo en Achtergrond

There is only one Original Logo. For flexibility, however, it is not uncommon to allow for some alternative appearances. An important consideration here is the use of the logo on different background, which may require a change of color.

There is only one Original Logo. For flexibility, however, it is not uncommon to allow for some alternative appearances. An important consideration here is the use of the logo on different background, which may require a change of color.

De Standaard

The original logo displays the name's letters "CATTS." seemingly made out of paper strokes. Gradients are used to imply shade where the strokes are folded and overlapping themselves.

The original logo displays the name's letters "CATTS." seemingly made out of paper strokes. Gradients are used to imply shade where the strokes are folded and overlapping themselves.

Original Logo
Standaard Logo

Donkere Achtergronden: Logo 's nachts

In some cases, we might want to display the logo on a dark background because it serves the overall design of a certain document. For these cases, we use a lighter version of the logo that will constrast with the dark background. We call this alternative version the "Logo by night".

In some cases, we might want to display the logo on a dark background because it serves the overall design of a certain document. For these cases, we use a lighter version of the logo that will constrast with the dark background. We call this alternative version the "Logo by night".

Logo by night (Default Background color)
Logo 's nachts (Standaard Achtergrondkleur)
Background color
CATTS Navy Blue
Achtergrondkleur
MERK kleur

The "Logo by night" is basically a white version of the logo, but it is edited to feature the same folded-paper characteristic as the original. By using a gradient based on transparency rather than on color for the shade-effect, this version of the logo can be applied on different background colors.

The "Logo by night" is basically a white version of the logo, but it is edited to feature the same folded-paper characteristic as the original.

By using a gradient based on transparency rather than on color for the shade-effect, this version of the logo can be applied on different background colors.

Foto-achtergronden

In addition to a plain, colored background, we may want to use the logo on top of a photographic background. However tricky, it can be made to look stylish.

Wether we use the original logo or its "by night" alternative depends on the background photo and the overall layout of the design. Readability is the keyword here. When in doubt, it is best to leave the use of this option to a professional designer.

In addition to a plain, colored background, we may want to use the logo on top of a photographic background. However tricky, it can be made to look stylish.

Wether we use the original logo or its "by night" alternative depends on the background photo and the overall layout of the design. Readability is the keyword here. When in doubt, it is best to leave the use of this option to a professional designer.

Original Logo (Background photo)
Standaard Logo (Foto-achtergrond)
Few photos are suited as a background for the original logo. Look for clean, close-to-white areas.
Few photos are suited as a background for the original logo. Look for clean, close-to-white areas.
Logo by night (Background photo)
Logo 's nachts (Foto-achtergrond)
The "Logo by night" is generally easier to work with on photographic backgrounds.
The "Logo by night" is generally easier to work with on photographic backgrounds.

Standaard Logo: Do's en Dont's

The Original Logo is the most preferred appearence of the logo. It should be used in accordance to the guidelines below.

The Original Logo is the most preferred appearence of the logo. It should be used in accordance to the guidelines below.

White background
Witte achtergrond
We use the Original Logo by default on plain, white surfaces.
We use the Original Logo by default on plain, white surfaces.
Colored background
Gekleurde achtergrond
Don't use any color behind the Original Logo.
Don't use any color behind the Original Logo.
Photo-background (questionable image)
Foto-achtergrond (grensgeval)
Photographic backgrounds are tricky. Consult our designer.
Photographic backgrounds are tricky. Consult our designer.
Photo-background (insufficient contrast)
Foto-achtergrond (onvoldoende contrast)
Avoid poor contrast between logo and background.
Avoid poor contrast between logo and background.

Logo 's nachts: Do's en Dont's

In relation to the Logo by night, we can also define some acceptable use-cases and absolute no-go's.

In relation to the Logo by night, we can also define some acceptable use-cases and absolute no-go's.

Default Background Colors
Standaard Achtergrondkleuren
CATTS Navy Blue and CATTS Dark Red are the preferred Background Colors.
CATTS Navy Blue and CATTS Dark Red are the preferred Background Colors.
Identity Colors as alternative background
ID-kleur als Alternatieve Achtergrondkleur
The Logo by night may appear on any ID color (base color or 'Darker' shade).
The Logo by night may appear on any ID color (base color or 'Darker' shade).
Gradient background
Kleurverloop in achtergrond
Gradients are nonpreferred. Consult our designer.
Gradients are nonpreferred. Consult our designer.
Photo-background (insufficient clairity)
Foto-achtergrond (onvoldoende leesbaar)
Avoid poor readability resulting from messy backgrounds.
Avoid poor readability resulting from messy backgrounds.

1.2 - Positionering

To ensure a professional appearance as well as uniformity across designs, the placement of a logo inside its context should also be clearly defined. Placement refers to the spacing around the logo as well as its alignment within the document layout.

By applying relative Logo Margins, a healthy amount of whitespace (empty space) around the logo is ensured. The margins allow for the logo to breathe and emit a sense of calm. Logo Alignment is a matter of preference, based on the logo design itself.

To ensure a professional appearance as well as uniformity across designs, the placement of a logo inside its context should also be clearly defined. Placement refers to the spacing around the logo as well as its alignment within the document layout.

By applying relative Logo Margins, a healthy amount of whitespace (empty space) around the logo is ensured. The margins allow for the logo to breathe and emit a sense of calm. Logo Alignment is a matter of preference, based on the logo design itself.

Logo Marges

The CATTS Original Logo is neathly laid-out on a grid. We use this grid to visualize the desired whitespace and resulting margins, distancing the logo from any other texts and design elements.

The CATTS Original Logo is neathly laid-out on a grid. We use this grid to visualize the desired whitespace and resulting margins, distancing the logo from any other texts and design elements.

Logo Grid
Logo Raster

The period at the far right of the logo, next to the S, covers a 1 x 1 space in the grid. It makes for a handy measuring tool. Multiply the height and weight of the period times 3 and you have the correct margin for each side.

In each direction of the logo, we apply a margin of 3 grid spaces.

The period at the far right of the logo, next to the S, covers a 1 x 1 space in the grid. It makes for a handy measuring tool. Multiply the height and weight of the period times 3 and you have the correct margin for each side.

In each direction of the logo, we apply a margin of 3 grid spaces.

The Logo Margins as defined here should always be respected. No other elements such as text or images may overlap this usually invisible aura. For clarification, the space occupied by the margins has been made visible in the examples below.

The Logo Margins as defined here should always be respected. No other elements such as text or images may overlap this usually invisible aura. For clarification, the space occupied by the margins has been made visible in the examples below.

Logo Margins properly applied
Logo Marges naar behoren toegepast
This is a body of text.
There is sufficient distance between logo and text.
There is sufficient distance between logo and text.
Logo Margins violated
Logo Marges geschonden
This is a body of text.
The body of text is too close to the logo, violating the Logo Margins.
The body of text is too close to the logo, violating the Logo Margins.

Logo Uitlijning

The CATTS logo is purely textual, implying it should follow the same rules of alignment as any regular text in the design.

Additionally, due to the period on the far right, the right edge of the logo is not as clearly defined as the left edge, making an alignment to the right visualy dissatisfying.

The CATTS logo is purely textual, implying it should follow the same rules of alignment as any regular text in the design.

Additionally, due to the period on the far right, the right edge of the logo is not as clearly defined as the left edge, making an alignment to the right visualy dissatisfying.

Resulting from these considerations, we preferrably align the logo to the left-side corners or the center of the containing box.

Resulting from these considerations, we preferrably align the logo to the left-side corners or the center of the containing box.

Bepaalde Uitlijning
It is our preference to stick with these alignments.
It is our preference to stick with these alignments.
Andere Uitlijning
Right side alignment is nonpreferred.
Right side alignment is nonpreferred.

1.3 - Vormvarianten

In certain contexts space might be limited, or a less prominent role for the logo is desired. In other situations there is room aplenty and the logo should take Center Stage. A selection of form variantions of the logo may be applied in such situations.

In certain contexts space might be limited, or a less prominent role for the logo is desired. In other situations there is room aplenty and the logo should take Center Stage. A selection of form variantions of the logo may be applied in such situations.

De Slagzin

CATTS formulated a tagline (or slogan) to convey the company's identity in a single phrase. While not an inherent part of the logo design, the tagline will rarely appear apart from the logo. Therefor the appearance of the two combined needs to be adressed.

CATTS formulated a tagline (or slogan) to convey the company's identity in a single phrase. While not an inherent part of the logo design, the tagline will rarely appear apart from the logo. Therefor the appearance of the two combined needs to be adressed.

Logo + Tagline
Logo + Slagzin
Logo by night + Tagline
Logo 's nachts + Slagzin

Suggested use cases

  • non-repetative appearances
  • promotionals contexts

Suggested use cases

  • non-repetative appearances
  • promotionals contexts

In de Schijnwerpers

In the "Logo + Tagline" as presented above, the tagline appears relatively small at the risk of going unnoticed. This in acceptable in many cases where a design contains more relevant info.

However, when an important document's cover or the first slide of presentation contain little else than the logo with tagline, it could be a good opportunity to put the tagline in the spotlight. The Logo + Tagline is taking Center Stage.

In the "Logo + Tagline" as presented above, the tagline appears relatively small at the risk of going unnoticed. This in acceptable in many cases where a design contains more relevant info.

However, when an important document's cover or the first slide of presentation contain little else than the logo with tagline, it could be a good opportunity to put the tagline in the spotlight. The Logo + Tagline is taking Center Stage.

Logo + Tagline + Center stage
Logo + Slagzin in de Schijnwerpers
Logo by night + Tagline + Center stage
Logo 's nachts + Slagzin in de Schijnwerpers

Suggested use cases

  • front page / cover
  • first presentation slide

Suggested use cases

  • front page / cover
  • first presentation slide

De Profielafbeelding

We cannot always control the context of our logo. A good example are social media profiles that allow us to set a profile picture. Oftentimes they are displayed in a small, square box. For such situations, we use a minimalistic version of the logo. 

We cannot always control the context of our logo. A good example are social media profiles that allow us to set a profile picture. Oftentimes they are displayed in a small, square box. For such situations, we use a minimalistic version of the logo. 

Logo Minimal
Logo Minimaal

Logo Varianten: Do's en Dont's

We choose the most suitable form variant based on the context. The guidlines concerning placement as defined for the Original Logo should still be respected. When in doubt, revert to the original logo or consult our designer.

We choose the most suitable form variant based on the context. The guidlines concerning placement as defined for the Original Logo should still be respected. When in doubt, revert to the original logo or consult our designer.

Original Logo (twisted)
Standaard Logo (gedraaid)
Don't rotate any of the logo variants.
Don't rotate any of the logo variants.
Logo + Tagline Margins
Logo + Slagzin Marges
This is a body of text.
The Logo Margins of the Original Logo apply.
The Logo Margins of the Original Logo apply.
Logo by night + Tagline + Center stage
Logo ´s nachts + Slagzin in de Schijnwerpers
This is a body of text. It contains information relevant to your target audience. In this context, the "Center stage" appearance of the logo with tagline distracts from this mesage.
Don't combine this variant with other messages or design elements.
Don't combine this variant with other messages or design elements.

02 - Kleur

A brand's color palette consists of a small number of defining identity colors, suplemented with a range of supporting colors for specific uses.

In this section, the full palette of colors will be laid-out for use in various types of branded graphic design.

A brand's color palette consists of a small number of defining identity colors, suplemented with a range of supporting colors for specific uses.

In this section, the full palette of colors will be laid-out for use in various types of branded graphic design.

2.1 - Identiteit in kleur

Colors are important transmitters of emotions and tools for association. As such, a set of identity colors can be considered one of the main ingredients of any brand identity.

At a practical level, we have to decide on which colors to use and how many. We should also determine their hierarchy.

In addition, one or several shades may be derived from any of the base colors in order to secure consistent use of color in richer graphic designs. The use of gradients, if appropriate, may also be defined.

Colors are important transmitters of emotions and tools for association. As such, a set of identity colors can be considered one of the main ingredients of any brand identity.

At a practical level, we have to decide on which colors to use and how many. We should also determine their hierarchy.

In addition, one or several shades may be derived from any of the base colors in order to secure consistent use of color in richer graphic designs. The use of gradients, if appropriate, may also be defined.

De MERK-identiteitskleuren

The CATTS brand features 4 identity colors that will be reffered to as: CATTS Purple (primary), CATTS Red (accent), CATTS Navy Blue (background) and CATTS Lila (secondary accent). A couple of brighter and darker shades of these base colors are also defined as part of the CATTS color scheme.

The CATTS brand features 4 identity colors that will be reffered to as: CATTS Purple (primary), CATTS Red (accent), CATTS Navy Blue (background) and CATTS Lila (secondary accent). A couple of brighter and darker shades of these base colors are also defined as part of the CATTS color scheme.

Color Square

The full range of identity colors and shades is displayed in the Color Square. The square represents not just the colors themselves, but also their hierarchy; colors with a larger share are more dominantly present in branded graphic design. This should be considered a rough indication.

The full range of identity colors and shades is displayed in the Color Square. The square represents not just the colors themselves, but also their hierarchy; colors with a larger share are more dominantly present in branded graphic design. This should be considered a rough indication.

ID-kleurcodes

Below, the identity tones and shades are presented with the corresponding codes in HEX and RGB (digital), and CMYK (print).

Below, the identity tones and shades are presented with the corresponding codes in HEX and RGB (digital), and CMYK (print).

MERK Kleur 1
HEX
#XXXXXX
RGB
XX, XX, XX
CMYK
XX, XX, XX, XX
MERK Kleur 1 Licht
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 1 Lichter
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 1 Donker
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 1 Donkerder
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 1 Fel
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 1 Vaag
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2
HEX
#XXXXXX
RGB
XX, XX, XX
CMYK
XX, XX, XX, XX
MERK Kleur 2 Licht
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2 Lichter
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2 Donker
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2 Donkerder
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2 Fel
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 2 Vaag
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3
HEX
#XXXXXX
RGB
XX, XX, XX
CMYK
XX, XX, XX, XX
MERK Kleur 3 Licht
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3 Lichter
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3 Donker
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3 Donkerder
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3 Fel
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 3 Vaag
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4
HEX
#XXXXXX
RGB
XX, XX, XX
CMYK
XX, XX, XX, XX
MERK Kleur 4 Licht
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4 Lichter
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4 Donker
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4 Donkerder
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4 Fel
HEX
#
RGB
, , 
CMYK
, , , 
MERK Kleur 4 Vaag
HEX
#
RGB
, , 
CMYK
, , , 

ID-kleuren en kleurverloop: Do's en Dont's

Gradients involving the identity colors may be applied in accordance with the following guidelines.

Gradients involving the identity colors may be applied in accordance with the following guidelines.

Kleur  >  Kleur
Toegestaan kleurverloop
Kleur   >   Kleur
Afgekeurd kleurverloop

2.2 - Secundaire kleuren

Identity colors set the mood for every design, but they are usually not sufficient to fulfill all needs. Elements such as lengthy texts and backgrounds often take mores neutral tones. For such purposes, some extra colors are defined.

The set of supporting colors includes original colors, but may also adopt some identity colors defined earlier.

Identity colors set the mood for every design, but they are usually not sufficient to fulfill all needs. Elements such as lengthy texts and backgrounds often take mores neutral tones. For such purposes, some extra colors are defined.

The set of supporting colors includes original colors, but may also adopt some identity colors defined earlier.

Achtergrond kleurcodes

These are the preferred colors for document backgrounds, defined in HEX and RGB (digital), and CMYK (print).

These are the preferred colors for document backgrounds, defined in HEX and RGB (digital), and CMYK (print).

AG Wit
HEX
#ffffff
RGB
255, 255, 255
CMYK
0, 0, 0, 0
AG Grijs
HEX
#
RGB
, ,
CMYK
, , ,
AG Kleur
HEX
#
CMYK
, , ,
AG Kleur
HEX
#
CMYK
, , ,

Tekst kleurcodes

These are the most commonly used text colors in relation to their background, defined in HEX and RGB (digital), and CMYK (print).

These are the most commonly used text colors in relation to their background, defined in HEX and RGB (digital), and CMYK (print).

TK Regulier Grijs

Abc

HEX
#
RGB
, ,
CMYK
, , ,
Background
AG
TK Koptekst Kleur

Abc

HEX
#
RGB
, ,
CMYK
, , ,
Background
AG
TK Kleur extra

Abc

HEX
#
RGB
, , (0%)
CMYK
, , , (0%)
Background
AG
TK Kleur extra

Abc

HEX
#
RGB
, , (0%)
CMYK
, , , (0%)
Background
AG

03 - Typografie

Typography is about more than just fonts. We are dealing with titles, headigs and sub-headings, lists, over-all document layout and more.

This section will set the standards for text-based content and everything textual our visual content may include.
Typography is about more than just fonts. We are dealing with titles, headigs and sub-headings, lists, over-all document layout and more.

This section will set the standards for text-based content and everything textual our visual content may include.

Gebruik van lettertypes

Usually at least two brand fonts are defined: one for regular text, such as body text, and another for headings. These two font choices may be identical. In such a case, headings will only be distinguishable by variations in size and weight.
Usually at least two brand fonts are defined: one for regular text, such as body text, and another for headings. These two font choices may be identical. In such a case, headings will only be distinguishable by variations in size and weight.

Merk-lettertypes

We use a single font for all fixed CATTS content (service info, about section, etc). The font is chosen for optimal readability and flexibility for use with different languages.

We use a single font for all fixed CATTS content (service info, about section, etc). The font is chosen for optimal readability and flexibility for use with different languages.

Regular text Font
Lettertype Reguliere tekst
Karla
Abc
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Heading text Font
Lettertype Koptekst
Karla
Abc
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890

Tekstopmaak

The rules of text formatting include properties such as size, weight, line height and paragraph spacing. As with the fonts, we differentiate between body text and headings. Differences between digital and printed text may also apply.
The rules of text formatting include properties such as size, weight, line height and paragraph spacing. As with the fonts, we differentiate between body text and headings. Differences between digital and printed text may also apply.

Uitgangspunten

Regular text comes in 3 sizes with a fixed ratio. The default size may vary based on the context (web, print, etc.) while the scaling ratio will remain the same.

The larger text size may be applied to an introductory paragraph or any other short text that requires emphasis, whereas the smaller text size is well suited for meta data and captions.

The heading sizes are also derived from the default regular text size and defined by percentage. A pixel size for each heading type is included for ease of use.

Regular text comes in 3 sizes with a fixed ratio. The default size may vary based on the context (web, print, etc.) while the scaling ratio will remain the same.

The larger text size may be applied to an introductory paragraph or any other short text that requires emphasis, whereas the smaller text size is well suited for meta data and captions.

The heading sizes are also derived from the default regular text size and defined by percentage. A pixel size for each heading type is included for ease of use.

Text Formatting example (web)
Tekstopmaak voorbeeld (web)
Categorie
H1 heading ---
H1 koptekst ---
Webpage or document title
Titel van het Document of de Webpagina
small font size ---
lettergrootte klein ---
19 juli 2022
large font size ---
lettergrootte groot ---

Nam interdum pretium nulla, et ullamcorper libero pulvinar elementum. Quisque interdum, diam ac accumsan ultrices, augue augue molestie purus, et lacinia mauris nisl at turpis. Vestibulum vitae elit mi. Nunc hendrerit, justo a laoreet varius, neque massa sollicitudin dolor, et vestibulum erat est vitae eros.

H2 heading ---
H2 koptekst ---
Secondary heading for sections or chapters
Secundaire koptekst voor hoofdstukken of secties
default font size ---
std. lettergrootte ---

Quisque justo nibh, pharetra eget dolor vitae, condimentum pharetra orci. Nunc elit lacus, iaculis eleifend gravida at, scelerisque non ipsum. Nunc hendrerit, justo a laoreet varius, neque massa sollicitudin dolor, et vestibulum erat est vitae eros.

Vestibulum vitae elit mi. Nunc hendrerit, justo a laoreet varius, neque massa sollicitudin dolor, et vestibulum erat. Interdum pretium nulla, et ullamcorper libero pulvinar elementum.

Third level heading
Koptekst niveau drie

Nunc elit lacus, iaculis eleifend gravida at, scelerisque non ipsum. Nunc hendrerit, justo a laoreet varius, neque massa sollicitudin dolor, et vestibulum erat est vitae eros. Phasellus non fermentum tellus, quis scelerisque urna. Integer in ultricies felis, ut fermentum arcu. Donec imperdiet fermentum gravida.

Uncommon 4th level sub-heading
Tussenkop 4e niveau

Nunc hendrerit, justo a laoreet varius, neque massa sollicitudin dolor, et vestibulum erat est vitae eros. Phasellus non fermentum tellus, quis scelerisque urna. Integer in ultricies felis, ut fermentum arcu. Donec imperdiet fermentum

Heading level five
Niveau vijf tussenkop

Phasellus non fermentum tellus, quis scelerisque urna. Integer in ultricies felis, ut fermentum arcu. Donec imperdiet fermentum gravida.

Paragraph heading
Nog een aandachtspunt

Interdum pretium nulla, et ullamcorper libero pulvinar elementum. Quisque interdum, diam ac accumsan ultrices, augue augue molestie purus, et lacinia mauris nisl at turpis.

small font size ---
lettergrootte klein ---

Website / E-mail

We take a digital-first approach on our text formatting guidelines. The properties below apply to texts displayed on a large (desktop) screen. On mobile devices, gradual scaling of font sizes may be applied.

We take a digital-first approach on our text formatting guidelines. The properties below apply to texts displayed on a large (desktop) screen. On mobile devices, gradual scaling of font sizes may be applied.

Body text Formatting attributes
Reguliere tekst Opmaakvoorschriften
Standaard tekstformaat. Lorem ipsum dolor sit amet, consectetur orci erat. Ultricies lacus.
Grote tekst. Orci erat ex ultrice, accumsan turpis.
Kleine tekst. Proin a malesuada auctor.
Website / E-mail
Standaard Lettergrootte
14px
Lettergrootte Groot
130% / 18px
Lettergrootte Klein
85% / 12px
Regelhoogte
lettergrootte x2
Standaard Letterdikte
400
Letterdikte Groot
500
Letterdikte Klein
400
Tussenruimte §
std. lettergrootte x2
Heading text Formatting attributes
Koptekst Opmaakvoorschriften
H1 Paginatitel
H2 Hoofdstuk / Sectie
H3 Deelonderwerp
H4 Tussenkop
H5 Aandachtspunt
Website / E-mail
Lettergrootte H1
230% / 32px
Lettergrootte H2
140% / 20px
Lettergrootte H3
130% / 18px
Lettergrootte H4
105% / 15px
Lettergrootte H5
100% / 14px
Regelhoogte
lettergrootte x1.4
Letterdikte H1-H2
800
Letterdikte H3
700
Letterdikte H4 & H5
600
Bovenmarge H2-H5
lettergrootte H x2

Print / PDF ( doc )

Whether printed of viewed digitally as a PDF, any material set-up in more traditional document formats such as A4 or A5 adopts slightly different text formatting properties.

Text is generally smaller in size to adjust for the smaller viewing distance of printed materials. Additionally, the line height is different because software optimized for print deals with leading (the distance between lines) in slightly different ways.

Optically, the text formatting of CATTS printed materials should look close to identical to texts optimized for screens.

Whether printed of viewed digitally as a PDF, any material set-up in more traditional document formats such as A4 or A5 adopts slightly different text formatting properties.

Text is generally smaller in size to adjust for the smaller viewing distance of printed materials. Additionally, the line height is different because software optimized for print deals with leading (the distance between lines) in slightly different ways.

Optically, the text formatting of CATTS printed materials should look close to identical to texts optimized for screens.

Body text Formatting attributes
Regular sized text. Lorem ipsum dolor sit amet, consectetur orci erat. Ultricies lacus.
Larger text. Orci erat ex ultrice, accumsan turpis.
Smaller text. Proin a malesuada auctor.
Print / PDF ( doc )
Font size Default
10pt
Font size Large
130% / 13pt
Font size Small
85% / 8.5pt
Line height
1.67
Font weight Default
regular
Line weight Large
medium
Line weight Small
regular
§ spacing
single line (10pt * 1.67)
Heading text Formatting attributes
H1 The Title
H2 Chapter on topic
H3 Section heading
H4 Sub-heading
H5 P-heading
Print / PDF ( doc )
H1 Font size
230% / 23pt
H2 Font size
140% / 14pt
H3 Font size
130% / 13pt
H4 Font size
105% / 10.5pt
H5 Font size
100% / 10pt
H1-H2 Font weight
extra bold
H3 & H4 Font weight
semi-bold
H5 Font weight
medium
Line height
1.67
H2-H5 top margin
heading font size * 2

04 - Visuele Kenmerken

While a brand's logo, colors and typography are the core of any corporate identity, a complete visual style includes more. We have to consider our overall design signature, consisting of so-called Visual Features.

This section may cover graphics, illustrations, icons and photos, all of which are meant to sustain the overall brand identity and communication.
While a brand's logo, colors and typography are the core of any corporate identity, a complete visual style includes more. We have to consider our overall design signature, consisting of so-called Visual Features.

This section may cover graphics, illustrations, icons and photos, all of which are meant to sustain the overall brand identity and communication.

4.1 - Iconografie

The use of icons can enhance designs in many ways. They are oftentimes applied to information presented as a list such as services, core values, key benefits and the like.

In any context, icons add a visual dimension to text-heavy content, increasing the amount of whitespace and the sense of visual ordening to make texts more appealing and readable.
The use of icons can enhance designs in many ways. They are oftentimes applied to information presented as a list such as services, core values, key benefits and the like.

In any context, icons add a visual dimension to text-heavy content, increasing the amount of whitespace and the sense of visual ordening to make texts more appealing and readable.

Favicon

The Favicon is a very particular kind of icon. The term originates from early webbrowsers allowing users to save websites of interest as 'Favorites' (now often referred to as bookmarks). It is still used for this purpose. The icon appears next to the website title in your bookmarks list.

The Favicon is a very particular kind of icon. The term originates from early webbrowsers allowing users to save websites of interest as 'Favorites' (now often referred to as bookmarks). It is still used for this purpose. The icon appears next to the website title in your bookmarks list.

In most cases, a Favicon is essentially an iconized version of the company logo, designed to be recognizable at very small dimensions and on any background color, dark or light. These two requirements set it apart from the 'Logo Minimal' as presented in the Logo-section.

In most cases, a Favicon is essentially an iconized version of the company logo, designed to be recognizable at very small dimensions and on any background color, dark or light. These two requirements set it apart from the 'Logo Minimal' as presented in the Logo-section.

Logo Iconized
Logo Favicon
Achtergrondkleur
MERK Wit

Illustratieve iconen

We are planning to use illustrative icons for the "How can we help?" sections on each of the service pages on our website. These icons are yet to be designed.

In any context where a page or design is dedicated to one service in particular, the icon adopts the corresponding Service Color.

Suggested use cases

Mogelijke toepassingen

  • Service-specific page or document
  • Special effects website
Iconenreeks

4.2 - Call-to-action

A Call-to-action (or CTA) is a design element meant to seduce the audience to act in a predefined way. It calls on the reader to contact the company, call them, subscribe to their newsletter or to proceed to a next step in any sort of proces.

In the online environment, CTA's are usually designed as buttons that allow actual interaction. But in print, the same design principles may be applied to articulate a CTA.
A Call-to-action (or CTA) is a design element meant to seduce the audience to act in a predefined way. It calls on the reader to contact the company, call them, subscribe to their newsletter or to proceed to a next step in any sort of proces.

In the online environment, CTA's are usually designed as buttons that allow actual interaction. But in print, the same design principles may be applied to articulate a CTA.

De basis

A Call-to-action is essentially a highlighted piece of information or simply a verb (or a short phrase containing a verb). It usually contains text, but it may also be a highlighted icon or a combination of the two.

In any case, the way the CTA is designed is meant to encourage the audience to respond. Therefore, it should stand out from its surroundings.

A Call-to-action is essentially a highlighted piece of information or simply a verb (or a short phrase containing a verb). It usually contains text, but it may also be a highlighted icon or a combination of the two.

In any case, the way the CTA is designed is meant to encourage the audience to respond. Therefore, it should stand out from its surroundings.

There are a couple of design features that characterize our CTA's and make them stand out:

  • the word, phrase or icon is framed
  • any text is capitalized
  • the frame features two opposing cut corners
  • the frame features either a filled background or a border

There are a couple of design features that characterize our CTA's and make them stand out:

  • the word, phrase or icon is framed
  • any text is capitalized
  • the frame features two opposing cut corners
  • the frame features either a filled background or a border
CTA Default examples
Standaard CTA voorbeelden
+31 20 308 2010
call us
CTA Accent examples
Alternatieve CTA voorbeelden
+31 20 308 2010
call us

De interactieve knop

Online, we can upgrade our CTA's to interactive buttons, making the intended action as easy as a click. The buttons presented below are optimized for use on the company website. They include hover-effects involving a slight change of color and a subtle retraction of the cut corners.

Online, we can upgrade our CTA's to interactive buttons, making the intended action as easy as a click. The buttons presented below are optimized for use on the company website. They include hover-effects involving a slight change of color and a subtle retraction of the cut corners.

Buttons in Identity Colors
Knoppen in ID-kleuren