Graphic Shapes
One of the core brand assets is our set of four unique graphic shapes. These shapes can be scaled, overlapped or filled, and are dynamic assets that can be used throughout the identity to create recognition and personality.
Intersecting shapes
There are four different types of intersecting shape. Each named after the largest shape that makes up each asset.
There are four different types of intersecting shape. Each named after the largest shape that makes up each asset.
Barrel Shape
Circle shape
Hexagon shape
Square shape
Colour
The graphic shapes are used in a broad range of colour combinations, bringing vibrancy and variation to our communications. The below combinations can be applied to all four shapes.
The graphic shapes are used in a broad range of colour combinations, bringing vibrancy and variation to our communications. The below combinations can be applied to all four shapes.
Shape types
The graphic shapes are split into two categories - Shape patterns and Shape masks. Each is designed for a specific purpose within our communications.
The graphic shapes are split into two categories - Shape patterns and Shape masks. Each is designed for a specific purpose within our communications.
Shape patterns
Shape patterns are used as graphic backgrounds with products and typography, they can also be used as a graphic layer over photography.
Shape masks
Shape masks come in two styles - A filled shape and a half shape. Both are used as masks over photography to create visual space for text.
Shape pattern usage
Our graphic shapes are always cropped within any format. They are flexible and versatile assets that can be rotated and scaled to suit any communication. Consider how the graphic shape may need to interact with other visual elements such as typography and photography when cropping the shape assets.
Our graphic shapes are always cropped within any format. They are flexible and versatile assets that can be rotated and scaled to suit any communication. Consider how the graphic shape may need to interact with other visual elements such as typography and photography when cropping the shape assets.
Shape and typography
Shapes can be used as dynamic patterns that sit behind or next to typography. Ensure that the crop and colour usage ensures clear legibility of text.
Shapes can be used as dynamic patterns that sit behind or next to typography. Ensure that the crop and colour usage ensures clear legibility of text.
Shape and cut out imagery
Graphic shapes are used as background patterns to hero clear cut product photography. Ensure that the crop and colour usage compliments the product’s colour and shape.
Graphic shapes are used as background patterns to hero clear cut product photography. Ensure that the crop and colour usage compliments the product’s colour and shape.
Shape mask
Shape masks are exclusively designed to work with photography. There are two ways in which mask shapes are used within a layout - A positive mask and a negative mask.
Shape masks are exclusively designed to work with photography. There are two ways in which mask shapes are used within a layout - A positive mask and a negative mask.
Positive shape mask
Positive shape masks are when photography is placed in the interior of the shape.
Negative shape mask
Negative shape masks are when a mask is created from the exterior of the shape.
Shape mask usage
Shape masks can also be scaled and rotated to create different crops and compositions within a given format. Masks are used to create a divide between typography and photography. Using a mask to split a layout into 2 halves is typically the most appropriate use.
Shape masks can also be scaled and rotated to create different crops and compositions within a given format. Masks are used to create a divide between typography and photography. Using a mask to split a layout into 2 halves is typically the most appropriate use.
Shape masks and photography
Mask shapes are a simple and practical asset to create
distinct layouts with photography.
Mask shapes are a simple and practical asset to create
distinct layouts with photography.
Misuse
Avoid the following treatments when using our shapes.
Avoid the following treatments when using our shapes.
Do not make patterns out of our shapes.
Do not stretch our graphic shapes.
Do not use more than one shape in a composition.
Do not separate shapes.
Do not outline or apply effects to the shapes.
Do not create new shapes.
In Use
The following examples show effective applications of our graphic shapes.
The following examples show effective applications of our graphic shapes.
